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MBA毕业论文_济南大正东智车用管路有限公司发展战略研究DOC

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经过 70 年的发展,我国汽车产业格局已经形成,汽车行业也迎来了巨大的 发展机遇。汽车产业是一个集生产要素密集、产业关联度高、规模经济显著、资 本技术密集为一体的战略性产业,同时也是我国国民经济的重要产业,对提升我 国综合经济实力具有至关重要的作用。但目前阶段我国汽车产业与国外尚有较大 差距,在理论研究成果与实践操作上都具有很大提升空间。因此实现汽车产业转 型升级和研究制定我国汽车产业相关的发展战略对提高我国汽车行业国际竞争 力具有非常重要的意义。 本文主要采取案例分析法、文献收集法和访谈法进行研究,并选取济南大正 东智车用管路有限公司作为研究对象。目前该公司正处于经营发展的瓶颈期和滞 涨阶段,不仅面临众多国内汽车零部件配套企业的激烈竞争,同时还要应对外资 企业对新兴市场的争夺。因此该公司必须选择精确的发展战略,寻求产品升级换 代,争取稳住市场占有率。本文在理论和文献学习的基础上,首先运用 PEST 分 析法对宏观环境进行分析,发现多种因素为公司经营提供了巨大发展机遇;其次, 运用波特五力模型对行业环境进行分析,结果表明市场竞争愈发激烈,存在一些 潜在的进入者进入该市场并影响公司的市场份额,本土企业产品替代更新的威胁 较大;再次,本文从济南大正东智车用管路有限公司技术水平、工艺制造能力、 市场服务水平与质量管理等方面对公司内部情况进行了介绍,说明公司在产品质 量、制造能力、销售服务能力方面暂时具有一定的优势;最后,在 SWOT 矩阵 分析和公司访谈的基础上,分析得出公司应采取 SO 战略为主,兼顾 WO、ST 战略,关注 WT 战略的发展方向,提出开发新能源汽车用品市场为重点,实施产 品研发导向策略。加强政策研究和管理手段,以求获得更大政策帮扶,提升品牌 价值;突破发展瓶颈,谋求做强做大的发展战略。 因此,以上研究在提升我国汽车行业国际竞争力中具有可操作性且具有较大 的推广价值。本文的创新点在于指导汽车制造企业在新时代背景下的战略转型和 产品升级方案,方案具有一定行业影响力,案例资料与数据具有独特价值。 关键词:发展战略、SWOT 分析法、PEST 分析法、波特五力模型山东建筑大学硕士学位论文 II Research on the development strategy of Jinan Dazhengdongzhi automotive piping co. LTD ABSTRACT The structure of China's automobile industry has been formed after 70 years of development, and the automobile industry has also got tremendous opportunities for development. Automobile industry is a strategic industry with intensive production factors, high industrial correlation, remarkable economies of scale and intensive capital and technology. It is also an important industry of China's national economy and plays a crucial role in improving China's comprehensive economic strength. However, at present, there is still a big gap between China's automobile industry and foreign countries, and there are more chances and resources for progress in theoretical research results and practical operation. Therefore, it is of great significance to realize the transformation and upgrading of the automobile industry and formulate the development strategy related to the automobile industry to improve the international competitiveness of the automobile industry in China. This paper uses case analysis method, literature collection method and interviews for research, and selects the development strategy of Dazhengdongzhi Automotive Piping co., ltd. as the research object. At present, the company is in the bottleneck and stagnant stage of business development, not only facing the fierce competition of many domestic automotive parts supporting enterprises but also coping with the competition of foreign-funded enterprises for emerging markets. Therefore, the company must choose a precise development strategy and seek product upgrading so as to strive to maintain market share. On the basis of theory and literature study, this paper analyzes the macro environment with PEST analysis method and finds that a variety of factors provide great development opportunities for the company's operation. Secondly, porter's five forces model is used to analyze the industry environment. The results show that the market competition is increasingly fierce, and some potential entrants enter the market and affect the company's market share. What is more, this paper introduces the internal situation of Dazhengdongzhi automobile山东建筑大学硕士学位论文 III piping co., ltd. from the aspects of technical level, process manufacturing capacity, market service level and quality management, indicating that the company has certain advantages in product quality, manufacturing capacity, sales and service capacity for the time being. Finally, on the basis of SWOT matrix analysis and company interviews, it is concluded that the company should adopt SO strategy, take WO and ST strategy into account, pay attention to the development direction of WT strategy, put forward the development of new energy automotive products market as the focus, and implement product R&D oriented strategy. It is also important to strengthen policy research and management methods in order to obtain greater policy support, enhance brand value, break through development bottlenecks, and seek a stronger and larger development strategy. Therefore, the above research is operable and of great promotion value in improving the international competitiveness of China's automobile industry. The innovation of this paper is to guide the strategic transformation and product upgrading plan of automobile manufacturing enterprises in the new era, and the case has a certain industry influence. The data of this case have unique value as well. Key words: development strategy, SWOT analysis, PEST analysis, Porter's five forces model山东建筑大学硕士学位论文 IV 目录 摘要.........................................................................................................I ABSTRACT...............................................................................................II 第一章 绪论...............................................................................................1 1.1 选题背景及研究意义 ...........................................1 1.1.1 选题背景 .................................................1 1.1.2 研究意义 .................................................2 1.2 研究内容 .....................................................2 1.3 研究方法 .....................................................3 1.4 创新点 .......................................................3 1.5 研究框架图...................................................3 第二章 相关理论和文献综述..................................................................5 2.1 相关理论和分析方法 ...........................................5 2.1.1 战略管理理论 .............................................5 2.1.2 分析方法 .................................................6 2.2 国内外文献综述 ...............................................7 2.2.1 战略管理应用于汽车行业的研究 .............................8 2.2.2 发展战略在技术工艺进步方面的研究 .........................9 第三章 济南大正东智车用管路有限公司外部环境分析....................11 3.1 PEST 分析 ....................................................11 3.1.1 政治法律环境分析 ........................................11 3.1.2 经济环境分析 ............................................12 3.1.3 社会文化环境分析 ........................................14 3.1.4 技术环境 ................................................15 3.2 五力模型分析 ................................................16 3.2.1 潜在进入者竞争能力分析 ..................................16 3.2.2 供应商议价能力分析 ......................................17山东建筑大学硕士学位论文 V 3.2.3 购买者议价能力分析 ......................................18 3.2.4 替代品发挥的替代能力分析 ................................18 3.2.5 同行竞争对手的竞争能力分析 ..............................19 第四章 济南大正东智车用管路有限公司内部环境分析....................20 4.1 济南大正东智车用管路有限公司简况 ............................20 4.1.1 公司简介 ................................................20 4.1.2 公司组织构架 ............................................20 4.2 济南大正东智车用管路有限公司内部环境分析 ....................21 4.2.1 公司的服务水平 ..........................................21 4.2.2 公司具备的生产技术水平 ..................................22 4.2.3 产品营销 ................................................23 4.2.4 公司的研发能力 ..........................................24 4.2.5 产品质量管理 ............................................26 第五章 济南大正东智车用管路有限公司发展战略的制定与实施....28 5.1 SWOT 分析 ....................................................28 5.2.1 内部优势 ................................................30 5.2.2 内部劣势 ................................................30 5.2.3 外部机遇 ................................................30 5.2.4 外部威胁 ................................................30 5.2.5 SWOT 综合分析 ...........................................30 5.2 公司发展战略的制定 ..........................................30 5.2.1 公司战略制定的原则 ......................................30 5.2.2 公司战略的选择 ..........................................31 5.3 公司发展战略的实施 ..........................................31 5.3.1 借助国家的扶持政策,在行业中提高竞争力 ..................31 5.3.2 以新兴市场为重点,投入研发力量 ..........................33 5.3.3 打造品牌价值,拓宽产品渠道 ..............................35 5.4 公司发展战略实施保障 ........................................36 第六章 结论与展望 ................................................................................38山东建筑大学硕士学位论文 VI