随着市场经济的不断开放,越来越多的中小企业纷纷涌入市场,本文中的LH
代驾公司是一个刚刚创业的公司,2011年6月起筹建,通过市场调研,行业分析,
前期筹备,于9月下旬正式营业。本文所阐述的战略理论实质都是一种战略计划
研究。
近两年,交警查处酒后驾驶的力度越来越大,驾车人拒绝酒驾”的意识越来越
强,这为酒后代驾市场提供了商机。2009年大量代驾公司在全国各地如雨后春笋
般纷纷涌入市场。经过一年的运营,目前代驾这一新兴行业仍然很不规范,存在
诸多问题:收费标准不一、服务标准不一、人员素质、服务意识参差不齐,政府
和交通部门没有相关法规约束,致使代驾过程发生碰擦事故、财物丢失、违章等
情况,责任无法明确划分。沈阳目前代驾市场发展一般,大部分代驾公司都是租
车公司等商务服务公司的附加业务,还有一些个人名义的代驾服务,市场及其不
规范,安全无从保证。专业代驾公司不多,而且不成规模,社会认知度、认可度
不够,这为打造一个规范化、专业化、品牌化的代驾公司提供了市场空间。
本文以沈阳LH代驾有限公司为研究课题,首先通过市场调研、相关信息收集
等方法,分析代驾行业的特点,考察代驾行业的竞争环境,为LH代驾发展提供理
论基础。然后,通过公司目前进展情况,引出LH代驾的战略问题。接下来对LH
代驾进行环境分析,对企业的外部环境、行业现状、内部资源和能力进行深入的
分析和评价。在对LH代驾的利益相关者进行分析之后,提炼出企业的经营使命。
接下来,通过市场调研、文献参考研究适应公司行业的特色服务方式,结合LH代
驾具备的优势、劣势,面对的机会和威胁,以及资源的利用度和转移性等,确定
LH代驾的竞争战略。然后对代驾行业面临的事故纠纷风险进行研究。最后,针对
问题,为实施LH代驾发展竞争战略,研究对策,制定各项分战略的实施。
关键词:战略;代驾;SWOT分析;战略实施;
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东北大学硕士学位论文
Abstract
The strategy research of LH
Abstract
As the market economy continues to open up,more and more small and
medium-sized enterprises have come into the market, while LH company is a startup
company, in 2011 June build, through market research, industry analysis, preparation, in
late September in a formal business. This article elaborated the strategic theory essence
is a kind of strategic planning research
In recent years, the traffic police to punish drunk driving strength is greater and
greater,the driver against drunk driving consciousness strengthen, the market
provides opportunities for driving on behalf of. In 2009 a large number of driving on
behalf of the company throughout the country have poured into the market. After a year
of operation,the current generation of drive of this industry is still not standardized,
there are many problems: different charges, service of different standards, personnel
quality, service consciousness is uneven, government and traffic department no relevant
laws and regulations binding, resulting in generation of drive during the grazing
incident, property loss, violate the rules and regulations, the responsibility can't be clear
demarcation. Shenyang currently drive market development in general,most driving on
behalf of company is rental car companies and other business services company
additional business, there are some personal name services on behalf of the drive, the
market and not standardized, safe no guarantee. Professional driving on behalf of
company is not much, but do not become dimensions, social awareness, recognition is
not enough, it is to build a standardization,specialization, branding the generation of
driving the company to provide market space.
This article take the Shenyang LH company as the research topic,firstly, through
market research, first close the information collection methods, analysis of the drive
industry characteristics, study drive industry competition environment, provide the
theoretical basis for the development of LH. Then, through the company's current
situation, draw out the LH strategy. The LH strategy for environmental analysis, the
enterprise's external environment, industry status, internal resources and ability to
conduct in-depth analysis and evaluation. In the LH stakeholders analysis, to extract the
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