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MBA毕业论文_DML公司中国汽车租赁业务发展战略研究DOC

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随着我国经济的稳步发展,人民物质生活水平逐渐提高、环保意识日益增强,特别 是近几年“共享”的普及,汽车租赁行业得到了长足发展。由于汽车租赁行业具备资源 共享、绿色、经济的属性,发展空间广阔,国内外资本开始流入中国汽车租赁行业,租 赁市场规模逐步扩大,汽车租赁企业之间的竞争也日趋激烈。DML 集团租赁公司作为 世界知名豪华车品牌企业,进入中国租赁市场时间相对较晚,面对潜在市场规模庞大的 中国租赁市场和一些国内知名租赁企业,DML 公司中国汽车租赁业务的发展面临严峻 考验,机遇和挑战并存。 本文首先介绍汽车租赁有关概念和战略管理理论,接着介绍 DML 集团租赁业务概 况,重点分析其经营租赁产品、融资租赁产品和分时租赁产品的特点及其优势,然后运 用 SM 理论中的 PESTEL 分析法对公司所处的外部宏观环境进行分析;运用 SWOT 分 析法,建立 SWOT 矩阵确定 DML 公司面临的主要机遇、威胁以及存在的优势和劣势, 然后提出了多个战略发展方向,最终选择的战略为扩张型战略,迅速扩大市场规模,个 性化发展汽车租赁业务服务,产品和服务组合开发,采取合资战略联盟发展方式。DML 公司在选择相应发展战略后,需要国家层面和企业自身从多方面配合以保障企业发展战 略的稳步实施。 本文以期能对进一步优化 DML 公司在华的汽车租赁业务发展有所帮助,同时希望 能够给其他租赁企业的业务发展战略提供一定的参考价值,使我国汽车租赁业务的整体 水平稳步提升。 关 键 词:汽车租赁;汽车共享;发展战略 研究类型:专题研究Subject:Research on Development Strategy of DML Company's China Automobile Rental Business Specialty:Master of Business Administration Name:Wang Sisi (Signature) Instructor:Wang Xinhong (Signature) ABSTRACT With the steady development of China's economy, the people's material living standards are gradually improving, and the awareness of environmental protection is increasing. Especially in recent years, the car rental industry has made great progress with the popularization of sharing. As the car rental industry has the attributes of resource sharing, green, economic and broad development space, domestic and foreign capital began to flow into China's car rental industry, the scale of the rental market has gradually expanded, and the competition among car rental enterprises has become increasingly fierce. As a world-renowned luxury car brand company, DML Group Leasing Company entered the Chinese rental market relatively late. Faced with the huge potential market scale of China's rental market and some well-known domestic rental enterprises, the development of DML Group's Chinese car rental business is facing severe challenges, opportunities and challenges. This paper first introduces the concepts and strategic management theory of automobile leasing, then introduces the general situation of DML Group's leasing business, focusing on the characteristics and advantages of its operating leasing products, financing leasing products and time-sharing leasing products, then uses PESTEL analysis method of SM theory to analyze the external macro-environment of the company; uses SWOT analysis method to establish SWOT matrix to determine DML company. The main opportunities, threats, strengths and weaknesses faced by the company are discussed. Then several strategic development directions are put forward. The final strategy is expansion strategy, rapid expansion of market scale, personalized development of car rental business services, product and service portfolio development, and joint venture strategic alliance development mode. After choosing the corresponding development strategy, DML company needs cooperationfrom the national level and enterprises themselves in many ways to ensure the steady implementation of enterprise development strategy. This paper is expected to be helpful to further optimize the development of DML's car rental business in China. At the same time, it hopes to provide some reference value for other leasing enterprises'business development strategy, so as to improve the overall level of China's car rental business steadily. Key words:Car Rental; Car Sharing; Development Strategy Thesis :Thematic research目 录 I 目 录 1 绪论..........................................................................................................................................1 1.1 选题的背景及意义.......................................................................................................1 1.1.1 选题背景............................................................................................................1 1.1.2 选题意义............................................................................................................2 1.2 国内外研究现状...........................................................................................................3 1.2.1 国外研究现状....................................................................................................3 1.2.2 国内研究现状....................................................................................................4 1.2.3 研究现状评述....................................................................................................6 1.3 研究内容、思路及方法..............................................................................................6 1.3.1 研究内容............................................................................................................6 1.3.2 研究思路...........................................................................................................6 1.3.3 研究方法...........................................................................................................7 2 相关理论概述.........................................................................................................................8 2.1 汽车租赁概念...............................................................................................................8 2.1.1 汽车租赁的含义................................................................................................8 2.1.2 汽车租赁的主要服务和流程..........................................................................11 2.1.3 汽车租赁的优势..............................................................................................13 2.2 战略管理理论概述....................................................................................................14 2.2.1 战略管理的概念..............................................................................................14 2.2.2 战略管理的分析模型......................................................................................15 2.3 本章小结....................................................................................................................17 3 DML 集团汽车租赁业务概况以及战略环境分析..............................................................18 3.1 DML 集团汽车租赁业务概况...................................................................................18 3.1.1DML 集团汽车租赁公司概况.........................................................................18 3.1.2 DML 集团汽车租赁业务及特点....................................................................19 3.2 PESTEL 分析............................................................................................................. 26 3.2.1 政治环境分析..................................................................................................26 3.2.2 经济环境分析..................................................................................................26 3.2.3 社会文化环境分析..........................................................................................29 3.2.4 技术环境分析..................................................................................................30 3.2.5 自然环境分析..................................................................................................30目录 II 3.2.6 法律环境分析..................................................................................................31 3.3 本章小结....................................................................................................................32 4 DML 集团汽车租赁业务的发展战略选择与制定..............................................................33 4.1 SWOT 分析................................................................................................................ 33 4.2 发展战略选择............................................................................................................34 4.2.1 扩张型战略......................................................................................................35 4.2.2 个性化汽车租赁业务......................................................................................35 4.2.3 产品和服务组合开发......................................................................................36 4.2.4 合资战略联盟方式..........................................................................................37 4.3 本章小结....................................................................................................................37 5 保障措施...............................................................................................................................38 5.1 制度层面的保障措施................................................................................................38 5.1.1 完善法律法规,创造良好的政策环境..........................................................38 5.1.2 加强行业管理,引导行业发展.....................................................................39 5.1.3 建立成熟有效的征信系统..............................................................................39 5.1.4 推广汽车租赁,打造行业品牌......................................................................39 5.2 企业层面的保障措施................................................................................................40 5.2.1 规模化经营,加大品牌宣传力度..................................................................40 5.2.2 加强行业合作,实现多方共赢......................................................................40 5.2.3 加强风险控制..................................................................................................41 5.2.4 重视企业人才能力培养,提高汽车租赁的服务水平..................................41 5.3 政府和企业合力构建“互联网+”租赁服务平台......................................................42 5.4 本章小结....................................................................................................................42 6 结论与展望...........................................................................................................................44 6.1 研究结论....................................................................................................................44 6.1 研究展望....................................................................................................................44 致 谢.........................................................................................................................................46