在汽车市场消费力趋于饱和、经济下行的背景下，传统汽车销售模式已经无法满足 行业发展的需求，此时需要借助更优的解决方案或更好销售模式来 创造新的增长点，而 汽车金融就是撬动更多汽车消费需求的支点。但是，随着汽车金融的高速发展、汽车行 业竞争激烈程度的加剧，以及95后00后购车人群的即将崛起，汽车金 融行业要想再次 实现突破，必须要大力发展更加丰富更加适合未来购车主力人群的汽车金融模式，这其 中的新兴模式就是汽车融资租赁。 本文从汽车融资租赁行业的基本概念入 手，结合中西方已成型的理论研究成果，并 联系平时工作中的实践情况，详细梳理了融资租赁行业的发展过程和经营模式。然后， 利用PEST工具进行了宏观环境分析，利用五力 模型进行了竞争环境分析，利用SWOT 工具进行了内部环境分析，进而总结出内部环境的优势和劣势以及外部环境的机会与威 胁。最终，利用SWOT矩阵进行归纳总结，提出G公司发 展战略应为SO增长型战略， 即充分利用内部的资源优势，抓住外部环境带来的发展机会。具体发展战略为：(1)调整 业务方向，大力发展直租业务；丰富产品结构，着重研发个性 化产品。(2)进行渠道拓宽， 引入合作代理商；进行渠道下沉，着力开发低线市场。(3)优化操作系统，开发移动端APP； 优化业务流程，引入更多在线操作。最后，为了实现发展 战略，提出了“优化内部流程、 完善风控体系、加强人力资源管理、丰富促销宣传方式”五项保障措施。 本文通过汽车融资租赁行业和企业内外部环境的综合分析，为G公司提出 了未来的 发展战略和保障实施方法，对企业的战略管理具有一定的参考价值。 关键字：汽车融资租赁行业；发展战略；直租 大连理工大学专业学位硕士学位论文 -III- DevelopmentstrategystudyofGAutoCo. Abstract Intheenvironmentofsaturatedconsumptionpowerandeconomicdownturninthe automobilemarket,thetraditionalautomobilesalesmodelhasbeenunabletomeettheneeds ofindustrydevelopment.Atthistime,itisnecessarytocreatenewgrowthpointswithbetter solutionsorbettersalesmodel.Automobilefinanceisthefulcrumofleveragingmore automobileconsumptiondemand.However,withtherapiddevelopmentofautofinance,the intensificationofcompetitioninautoindustry,andtheriseofcarbuyersafterthe1990s,ifthe autofinanceindustrywantstoachieveabreakthroughagain,itisnecessarytovigorously developaricherandmoresuitableautofinancemodelforthemaingroupofcarbuyersinthe future,amongwhichtheemergingmodelisautofinanceleasing. Thispaperstartswiththebasicconceptoftheautomobilefinancialleasingindustry, combinesthetheoreticalresearchresultsofChinaandthewest,andcombineswiththe practicalsituationindailywork,andcombsthedevelopmentprocessandbusinessmodelof thefinancialleasingindustryindetail.Then,weusepesttooltoanalyzethemacro environment,fiveforcemodeltoanalyzethecompetitiveenvironment,SWOTtooltoanalyze theinternalenvironment,andthensummarizetheadvantagesanddisadvantagesofthe internalenvironmentandtheopportunitiesandthreatsoftheexternalenvironment.Finally, theSWOTmatrixisusedtosummarizeandproposethatGcompany'sdevelopmentstrategy shouldbesogrowthstrategy,thatistomakefulluseofinternalresourceadvantagesandseize thedevelopmentopportunitiesbroughtbyexternalenvironment.Thespecificdevelopment strategiesareasfollows： 1.Adjustthebusinessdirection,vigorouslydevelopthedirectrent business;enrichtheproductstructure,andfocusontheresearchanddevelopmentof personalizedproducts.2.Wewillexpandchannels,introducecooperativeagents,sink channelsandfocusondevelopinglow-endmarkets.3.Optimizeoperatingsystem,develop mobileapp,optimizebusinessprocessandintroducemoreonlineoperations.Finally,inorder torealizethedevelopmentstrategy,thepaperputsforwardfiveguaranteemeasures: "optimizinginternalprocess,improvingriskcontrolsystem,strengtheninghumanresource managementandenrichingpromotionandpublicitymethods". Throughthecomprehensiveanalysisoftheautomobilefinanceleasingindustryandthe internalandexternalenvironmentoftheenterprise,thispaperputsforwardthefuture developmentstrategyandguaranteeimplementationmethodforGcompany,whichhas certainreferencevalueforthestrategicmanagementoftheenterprise. G汽车融资租赁公司发展 战略研究 -IV- KeyWords：AutomotiveIndustry;DevelopmentStrategy;DirectRent 大连理工大学专业学位硕士学位论文 -V- 目录 摘 要....................................................................................................................................II Abstract.....................................................................................................................................III 1绪 论..................................................................................................................................-1- 1.1选题背景及研究意义 ...........................................................................................-1- 1.2理论基础及研究评 述...........................................................................................-3- 1.2.1战略管理的理论基 础................................................................................-3- 1.2.2战略管理的研究综 述................................................................................-4- 1.3研究方法与技术路 线...........................................................................................-4- 2汽车融资租赁行业概 述..................................................................................................-6- 2.1汽车融资租赁行业及其发展现 状.......................................................................-6- 2.1.1美国的汽车融资租赁行 业........................................................................-6- 2.1.2我国的汽车融资租赁行 业........................................................................-7- 2.2汽车融资租赁行业的经营模 式...........................................................................-9- 2.2.1直接租赁模 式............................................................................................-9- 2.2.2售后回租模 式..........................................................................................-11- 2.2.3汽车融资租赁与汽车消费贷款的区 别..................................................-11- 3G公司的外部环境分 析................................................................................................-13- 3.1PEST分 析...........................................................................................................-13- 3.1.1政治环境分 析..........................................................................................-13- 3.1.2经济环境分 析..........................................................................................-14- 3.1.3社会环境分 析..........................................................................................-15- 3.1.4技术环境分 析..........................................................................................-16- 3.2五力模型分 析.....................................................................................................-17- 3.2.1潜在进入者的竞争威胁分 析...................................................................-17- 3.2.2替代品的威胁分 析..................................................................................-19- 3.2.3买方的议价能力分 析..............................................................................-19- 3.2.4供方的议价能力分 析..............................................................................-20- 3.2.5现有竞争对手分 析..................................................................................-20- 3.3企业面临的机遇与威 胁.....................................................................................-21- 3.3.1机遇分 析..................................................................................................-21- G汽车融资租赁公司发展战略研究 -VI- 3.3.2威胁分 析..................................................................................................-23- 4G公司的内部环境分 析................................................................................................-25- 4.1G公司简 介.........................................................................................................-25- 4.1.1G公司概 况..........................................................................................