BT 汽车服务有限公司（以下简称“BT 汽车”）于 1986 年成立于辽宁省抚顺市， 公司最初命名为前进补胎店，在 2004 年更名为 BT 汽车服务有限公司。公司初始注册资 本为五百万元人民币。BT 汽车服务有限公司的主营业务有轮胎销售与维修，汽车修理， 汽车美容等业务。随着中国经济特别是东北经济的持续低迷，加之 BT 汽车为从小作坊 式发展起来的家族式企业等种种原因，公司的发展速度放缓，营业额增长速度缓慢，有 的业务甚至出现了负增长。所以，为 BT 汽车制定出一个适合自己发展的战略势在必行。 第一，介绍了 BT 汽车所处在的社会、经济背景及如何壮大的步伐，接着针对公司 自身的内外部环境进行分析，而且采用波特竞争力模型（Michael Porter's Five Forces Model）对竞争环境进行讨论分析，同时使用 SWOT 分析对 BT 汽车所处的态势进行分 析，为顺利制定 BT 汽车战略提供理论指导。 第二，介绍了 BT 汽车制定的实际发展战略，指出了明确的战略目标和战略实施办 法；根据自身情况，从公司的日常运营、部门功能化、现代信息化等方面提出的战略方 案。 第三，介绍了 BT 汽车发展战略顺利实施的保障措施，针对自身优势、管理程序、 组织结构、人力资源管理效率、组织机构、资金保障落实六个方面，对 BT 汽车发展战 略进行实时监控。 关键词，BT 汽车；汽车服务；SWOT；发展战略BT 汽车服务有限公司发展战略研究 - II - Research on the development strategy of BT Auto Service Co. Ltd. Abstract BT Automotive Services Limited (hereinafter referred to as BT) in 1986 August was founded in Fushun City, Liaoning Province, the company was originally named the Forward tire repair shop, in 2004 renamed the BT automobile service co. The initial registered capital of the company is RMB five million yuan. The main business of BT Automotive Service Co., Ltd is business is tire sales and maintenance, car repair, car beauty business. With the China economy especially the northeast economic downturn, coupled with the BT car for small workshops developed family business and other reasons, the slowdown in the pace of development of the company, the growth rate of turnover is slow, some business or even negative growth. Therefore, it is imperative for BT to develop a strategy suitable for its own development. First, introduced the BT car in the social and economic background and the pace of growth, then analyzes the company's internal and external environment, and the use of Potter (Michael Porter's Five Forces competitive model Model) to analyze the competitive environment, and analyze the situation of BT automobile use matrix etc., to provide theoretical guidance for the smooth development of BT automotive strategy. Second, introduces the development strategy of BT automobile development, Pointed out the clear strategic target and the strategy implementation method; according to their own situation, the strategic scheme is put forward from the company's daily operation and maintenance department, functional, modern information technology and other aspects of the. Third, introduced the guarantee measures for the smooth implementation of BT automobile development strategy. It monitors BT automobile development strategy in real time from six aspects: its own advantages, management procedures, organizational structure, human resources management efficiency, organizational structure and capital guarantee implementation. Key Words，BT automobile; automobile service; SWOT; strategy大连理工大学专业学位硕士学位论文 - III - 目 录 摘要.............................................................................................................................I Abstract..............................................................................................................................II 1 绪论...............................................................................................................................1 1.1 研究背景和意义................................................................................................1 1.1.1 研究背景.................................................................................................1 1.1.2 研究目的和意义.....................................................................................1 1.2 文献综述............................................................................................................2 1.3 国内外现状研究................................................................................................4 1.3.1 国外研究现状.........................................................................................4 1.3.2 国内研究现状.........................................................................................4 1.4 研究内容与研究方法........................................................................................6 1.4.1 主要研究内容.........................................................................................6 1.4.2 研究方法.................................................................................................7 1.4.3 技术路线.................................................................................................8 2 BT 汽车服务有限公司的企业现状分析.................................................................... 9 2.1 BT 汽车服务有限公司的发展沿革................................................................. 9 2.2 BT 汽车企业现状............................................................................................. 9 2.2.1 企业人员及设备配置情况.....................................................................9 2.2.2 企业组织机构状况...............................................................................10 2.2.3 主营业务现状.......................................................................................10 3 BT 汽车的外部环境分析.......................................................................................... 12 3.1 基于 PEST 的外部环境分析..........................................................................12 3.1.1 政治法律环境分析...............................................................................12 3.1.2 经济环境分析.......................................................................................13 3.1.3 社会环境分析.......................................................................................15 3.1.4 技术环境分析.......................................................................................16 3.2 汽车行业发展分析..........................................................................................16 3.2.1 汽车服务行业发展现状与规模...........................................................17 3.2.2 基于波特竞争力模型的分析...............................................................18 3.3 分析小结..........................................................................................................20BT 汽车服务有限公司发展战略研究 - IV - 4 BT 汽车的内部环境分析.......................................................................................... 20 4.1 人力资源分析..................................................................................................21 4.1.1 人员配备情况.......................................................................................21 4.1.2 主要利润部门人员存在的主要问题...................................................21 4.1.3 高技能人才招聘存在的问题...............................................................22 4.1.4 企业内训存在的问题...........................................................................23 4.2 组织结构分析..................................................................................................23 4.3 BT 汽车经营状况分析................................................................................... 24 4.3.1 轮胎的销售与修理营业情况分析.......................................................25 4.3.2 汽车修理营业情况分析.......................................................................25 4.3.3 汽车美容营业情况分析.......................................................................25 4.3.4 分析三大业务的经营情况...................................................................26 4.4 企业财务分析..................................................................................................26 4.5 分析小结..........................................................................................................27 5 BT 汽车发展战略制定.............................................................................................. 28 5.1 BT 汽车 SWOT 综合分析..............................................................................28 5.1.1 SO 战略组合........................................................................................ 29 5.1.2 WO 战略组合.......................................................................................29 5.1.3 ST 战略组合.........................................................................................29 5.1.4 WT 战略组合.......................................................................................29 5.1.5 分析小结...............................................................................................29 5.2 BT 汽车发展的战略目标............................................................................... 30 5.2.1 战略指导思想及原则...........................................................................30 5.2.2 BT 汽车的战略目标............................................................................ 31 5.3 BT 汽车发展战略实施办法........................................................................... 31 5.3.1 联合上游企业.......................................................................................32 5.3.2 完善多媒体营销...................................................................................32 5.3.3 打造龙头品牌.......................................................................................33 5.3.4 加强人才引进.......................................................................................33 5.3.5 精准细化职责.......................................................................................34 5.3.6 加速业务拓展.......................................................................................35 6 BT 汽车发展战略顺利实施的保障措施.................................................................. 37大连理工大学专业学位硕士学位论文 - V - 6.1 保持原有优势..................................................................................................37 6.2 优化管理程序..................................................................................................37 6.3 建立科学的企业管理机制..............................................................................37 6.3.1 利用外部优势条件...............................................................................38 6.3.2 完善企业领导体系...............................................................................38 6.3.3 创建客户满意度体系...........................................................................38 6.4 加强组织结构的优化......................................................................................39 6.5 提升人力资源管理效率..................................................................................40 6.5.1 人力资源的细化管理...........................................................................40 6.5.2 薪酬制度...............................................................................................40 6.5.3 加强企业制度管理...............................................................................40 6.5.4 全面建设企业文化...............................................................................40 6.6 资金保障的落实..............................................................................................41 6.6.1 合理利用贷款.......................................................................................41 6.6.2 对资金收入的监察...............................................................................41 6.6.3 保证资金支出的合理性.......................................................................41 结 论...........................................................................................................................43