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MBA毕业论文_汽_大众公司汽车金融业务发展战略研究PDF

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一汽-大众公司汽车金融业务发展战略研究 随着汽车产业的竞争趋于白热化,汽车市场将逐渐从买方市场过渡成为卖 方市场,从而导致汽车产业的利润空间将进一步下滑。汽车产业的未来不应简 单局限于制造业,汽车作为一项高价值的商品,具有一般零售商品所不具备的金 融领域需求,包括面向经销商提供融资支持业务、面向汽车消费者提供消费贷 款或融资租赁业务、面向汽车使用者的汽车保险业务和延长保修服务等。在此 背景下,汽车金融业务将成为汽车企业的重要发展方向,汽车金融业务的开辟 可以帮助汽车厂商获得新的利润增长空间。汽车金融业务的发展前景十分广阔, 但是采用何种发展战略仍需探索。 企业在各个不同的发展阶段都会面临着不同的挑战,这需要企业有不同的 管理思想应对,要抓住企业发展不同阶段深层的和主要的问题。发展战略是在 特定时期内对企业的发展方向、发展速度与质量、发展点及发展能力的重大选 择、规划及策略。战略的实质是要解决企业的发展问题,以及如何实现企业快 速、健康、持续发展。根据PEST、波特五力分析、SWOT模型分析市场竞争对手 的优劣势以及客观环境等情况,进而明确销售一线市场的实际需求、企业对汽 车金融业务的政策制定、汽车金融销售政策的实际落地等具体情况,从而对一 汽-大众公司汽车金融业务发展战略进行制订与实施,为一汽-大众公司汽车金 融业务的健康发展提供新思路。 本文首先对研究背景及意义、研究方法及内容、文献综述及理论基础进行 阐述,从宏观角度对一汽-大众汽车金融业务的战略分析思路进行简单梳理,描 述了一汽-大众公司汽车金融业务的发展现状与面临挑战,对一汽-大众公司的 概况、汽车金融业务的产品序列、业务概况与汽车金融业务价值进行了简要分 析,同时对一汽-大众汽车金融业务面临的三大挑战进行概述,结合各项分析工 II 具对一汽-大众公司汽车金融业务的内外部环境进行了深入分析,包括PEST分 析、波特五力模型、SWOT分析,对现阶段面临的外部挑战与自身问题进行了整 理归纳,最后根据大战略矩阵分析对内部环境及外部环境的分析结果做出战略 选择与战略目标确认。经过上述论证,一汽-大众公司的汽车金融业务宏观环境 处于稳健发展阶段,在业内具有较强的议价能力与资源优势,在汽车金融市场 上具有较强的竞争力,同时在产品开发、平台体系与管理效率方面仍存在提升 空间。基于这一现状,一汽-大众公司汽车金融业务应采用积极的发展战略,持 续拓展业务,充分发挥公司内部优势与公司外部机会,促进公司金融业务的进 一步发展。基于这一战略目标,形成发展战略的实施方案——包括完善金融产 品体系、细化金融体系管理、扩大金融业务合作、强化金融产品推广四个阶段。 为了保障四阶段的有效实施,同时配套开展产品策略管理、零售体系管理、合 作伙伴管理以及市场营销管理。 关键词: 汽车金融,金融平台,战略制定,战略实施,发展战略 III Abstract Study on the Strategic Development of Auto Financial Business in FAW-VW With the fierce competition in the automotive industry, the automotive market will gradually change from the buyer's market to the seller's market, which will lead to a further decline in the profit margin of the automotive industry. The future of the automobile industry should not be simply confined to manufacturing. As a high-value commodity, automobiles have financial needs that general retail products do not have, including financing support business for dealers, consumer loans or financial leasing business for automobile consumers, automobile insurance business for automobile users and extended warranty services. In this context, automobile finance business will become an important development direction of automobile enterprises. The development of automobile finance business can help automobile manufacturers to obtain new profit growth space. The development prospect of automobile finance business is very broad, but what kind of development strategy to adopt still needs to be explored. Enterprises will face different challenges in different stages of development, which requires enterprises to have different management ideas to cope with. We should grasp the deep and main problems in different stages of enterprise development. Development strategy is an important choice, planning and strategy for the development direction, speed and quality, development point and development ability of enterprises in a specific period of time. The essence of strategy is to solve the problem of enterprise development and how to achieve rapid, healthy and IV sustainable development of enterprise. According to PEST analysis, Porter's Five Forces Analysis and SWOT Model, the advantages and disadvantages of competitors in the market and the objective environment are analyzed, and then the actual demand of the first-line marketing market, the policy formulation of enterprises for automobile finance business and the actual landing of automobile finance sales policy are clarified, so as to the automobile gold of FAW-Volkswagen Company. Financial business development strategy is formulated and implemented to provide new ideas for the healthy development of FAW-Volkswagen's automotive financial business. This thesis elaborates the research background and significance, research methods and contents, literature review and theoretical basis, and briefly combs the strategic analysis ideas of FAW-Volkswagen automobile financial business from a macro perspective, mainly describes the development status and challenges of FAW-Volkswagen's automobile finance business. It briefly analyses the general situation of FAW-Volkswagen, the product sequence of automobile finance business, the general situation of business and the value of automobile finance business. At the same time, it outlines the three major challenges of FAW-Volkswagen's automobile finance business. Narrated. The internal and external environment of FAW-Volkswagen automotive finance business is analyzed in depth with various analysis tools, including PEST analysis, Porter's Five Forces Model, SWOT analysis. The external challenges and problems faced at this stage are summarized. With the conclusion, then makes strategic choice and confirms strategic objectives according to the analysis results of internal and external environment based on the macro-strategic matrix. The macro environment of FAW-VW’s auto finance business is in a steady development stage, FAW-VW has Strong bargaining power and resource advantages in the industry, and it has strong competitiveness in the auto financial market. Meanwhile there is still room for FAW-VW’s improvement in V product development, platform system and management efficiency. Based on this situation, FAW-VW Auto finance business should adopt a positive development strategy, continue to expand business, give full play to the internal advantages and external opportunities of the company, and promote the further development of the company's financial business. Based on the identified strategic objectives, the implementation plan of the development strategy is formulated, which includes four stages: improving the financial product system, refining financial system management, expanding financial business cooperation, and strengthening the promotion of financial products. In order to ensure the effective implementation of the four stages, product strategy management, retail system management, partner management and marketing management should be carried out. Keywords: Automotive finance; financial platform; Strategy formulation; strategy implementation; strategic development. VI 目 录 第1章 绪论 ........................................................................................... 1 1.1 研究背景与意义 ............................................................................ 1 1.2 研究方法与内容 ............................................................................ 2 1.3 文献综述和理论基础 .................................................................... 3 第2章 一汽-大众公司汽车金融业务发展现状和存在问题 ............. 6 2.1 一汽-大众公司概况 ....................................................................... 6 2.2 一汽-大众公司汽车金融业务现状 ............................................... 6 2.3 一汽-大众汽车金融业务发展存在的问题和原因 ...................... 8 第3章 一汽-大众汽车金融业务发展战略环境分析 ....................... 12 3.1 一汽-大众汽车金融业务发展外部环境分析 ............................ 12 3.2 一汽-大众汽车金融业务发展内部环境分析 ......................