改革开放以来，人们对物质生活品质提出更高要求，在客观上带动了中国汽 车行业的飞速发展，与之相对应的汽车零部件市场作为整车行业的重要基础也进 入迅速发展时期。由相关数据显示，我国最近五年内汽车零部件生产量增长率最 高达百分之二十以上，与我国本年度 GDP 总增长量相比是其两倍以上。由此可见 我国在未来很长一段时间汽车行业会保持迅速发展状态，与此同时带动汽车零部 件行业呈现快速发展状态。 长春蒂森克虏伯富奥汽车有限公司是一家中国与德国的合资企业，主营产品 是汽车转向柱配件。目前，汽车转向柱配件生产市场处于饱和状态，竞争激烈。 多数企业现阶段面临的严峻考验是定位与发展策略的制定，因此长春蒂森克虏伯 富奥汽车有限公司以提高企业核心竞争力为目标，基于当前条件下不断摸索与前 进，探寻更好的发展战略。 本论文主要包括以下几方面内容：首先系统梳理了国内外研究现状及战略管 理相关理论，明确了论文的研究框架并为后续研究奠定理论基础。随后利用 PSET、 五力模型等战略分析工具对长春蒂森克虏伯富奥汽车有限公司所处的外部环境 （宏观环境及行业环境）、内部环境进行了全面客观的分析，发现企业在竞争激烈、 成本增加的大环境下虽面临巨大挑战，但自身拥有管理体系完善、产品质量较高 的特点，通过识别其机会、威胁、优势、劣势，结合战略定位及目标选择相应的 战略，最终确立 ST 战略为公司未来一段时间的发展战略，在保障质量的前提下降 低产品价格，以利好政策为导向，组建研发团队储备高素质人才，研发新型产品。 最后确立了长春蒂森克虏伯富奥汽车有限公司的具体实施措施，在产品生产水平 和质量、定价以及人才培养等多方面进行有别于竞争对手的差异化发展。并通过 一系列保障措施保证战略的顺利实现，期望在此战略指导下，能助力公司快速发 展，在同行业中赢得竞争优势。 关键词：企业发展战略；竞争力；SWOT 分析；差异化战略II Abstract Since the reform and opening up, people have put forward higher requirements for material life quality, which objectively drives the rapid development of China's automobile industry. The corresponding auto parts market, as an important foundation of the whole automobile industry, has also entered a period of rapid development. According to relevant data, the growth rate of auto parts production in China in the recent five years is up to more than 20%, which is more than twice of the total GDP growth in China this year. It can be seen that China's automobile industry will maintain a rapid development state for a long time in the future, and at the same time drive the auto parts industry to present a rapid development state. Vinthyssenkrupp fuerall automotive co., LTD. Is a joint venture between China and Germany. Its main products are automobile steering column parts. At present, the automobile steering column fitting production market is in the saturated condition, the competition is intense. Most enterprises are now facing the severe test of positioning and development strategy formulation, so vinpothyssenkrupp fuao automobile co., ltd. to improve the core competitiveness of enterprises as the goal, based on the current conditions of continuous exploration and progress, to explore a better development strategy. This paper mainly includes the following aspects: firstly, it systematically reviews the domestic and foreign research status and related theories of strategic management, clarifies the research framework of this paper and lays a theoretical foundation for the follow-up research. Then used strategic analysis tools such as PSET, five models of changchun thyssenkrupp rich the automobile co., LTD., the external environment (macro environment and industry environment, internal environment to carry on the comprehensive and objective analysis, found that enterprises in the fierce competition, increased cost of environment is facing huge challenges, but its own perfect management system, the characteristics of high product quality, by identifying the opportunities and threats, advantages and the disadvantages, combining with the strategic positioning and the target selection of the corresponding strategy, finally established ST strategy for the development strategy of the company in the future for a period of time, Take advantage of enterprises' access to low-cost raw materials to lower product prices on the premise of ensuring quality. Guided by favorable policies, we will research and develop new products, build a r&d team to reserve high-quality talents, consolidate the current market share and constantly develop new customers. FinallyIII established the changchun thyssenkrupp rich the automobile co., LTD., the concrete implementation measures, in pricing, production level and product quality and talent training is different from the competition of different development aspects, and through perfecting system, strengthening training, pay attention to the research and development, increase investment in r&d and other security measures to ensure the smooth realization of the strategy. It is expected that under the guidance of this strategy, the company can develop rapidly and win competitive advantages in the same industry. Key words: Enterprise development strategy；Competitiveness；SWOT analysis； Differentiation strategyIV 目 录 摘要 ...............................................................I ABSTRACT ............................................................II 第 1 章 绪 论 ........................................................1 1.1 研究背景与意义................................................1 1.1.1 研究背景................................................1 1.1.2 研究意义................................................2 1.2 国内外研究现状................................................2 1.2.1 国外研究现状............................................2 1.2.2 国内研究现状............................................4 1.3 研究内容与方法................................................5 1.3.1 研究内容................................................5 1.3.2 研究方法................................................6 1.4 本文创新点....................................................6 第 2 章 相关概念界定与理论基础 ........................................7 2.1 相关概念界定..................................................7 2.1.1 企业发展战略............................................7 2.1.2 核心竞争力..............................................7 2.1.3 基本发展战略............................................7 2.2 战略管理相关理论..............................................7 2.2.1 古典战略理论............................................7 2.2.2 竞争战略理论............................................7 2.2.3 新古典战略理论..........................................8 2.3 战略分析工具..................................................8 2.3.1 PEST 分析 ...............................................8 2.3.2 五力模型分析............................................9 2.3.3 SWOT 分析 ...............................................9 第 3 章 蒂森克虏伯富奥汽车有限公司外部发展环境分析 ...................10 3.1 外部宏观环境分析.............................................10 3.1.1 政治环境分析...........................................10 3.1.2 经济环境分析...........................................10 3.1.3 社会环境分析...........................................11 3.1.4 技术环境分析...........................................11 3.2 行业环境分析.................................................12 3.2.1 现有竞争对手分析.......................................12 3.2.2 潜在竞争者分析.........................................12 3.2.3 替代品分析.............................................13 3.2.4 买方分析...............................................13V 3.2.5 卖方分析...............................................13 第 4 章 蒂森克虏伯富奥汽车有限公司内部环境分析 .......................14 4.1 蒂森克虏伯富奥汽车有限公司介绍...............................14 4.2 蒂森克虏伯富奥汽车有限公司内部资源分析.......................14 4.2.1 蒂森克虏伯富奥汽车有限公司人力资源分析.................14 4.2.2 蒂森克虏伯富奥汽车有限公司财务状况分析.................15 4.3 蒂森克虏伯富奥汽车有限公司发展能力分析...................... 15 4.3.1 竞争能力分析...........................................13 4.3.2 主营活动能力分析.......................................13 4.3.3 辅助活动能力分析...................................... 13 第 5 章 蒂森克虏伯富奥汽车有限公司发展战略的选择 .....................18 5.1 SWOT 矩阵分析 ................................................18 5.1.1 优势分析...............................................18 5.1.2 劣势分析...............................................18 5.1.3 机会分析...............................................18 5.1.4 威胁分析...............................................18 5.2 战略定位及战略目标...........................................20 5.3 战略选择.....................................................20 第 6 章 蒂森克虏伯富奥汽车有限公司发展战略实施的措施 .................21 6.1 产品开发差异化...............................................21 6.2 定价策略差异化...............................................21 6.3 企业文化建设................................................ 23 6.4 人力资源建设................................................ 23 6.5 相关的风险及防范.............................................22 第 7 章 结论与展望 ...................................................26