江铃集团是我国民族汽车工业的代表，自上世纪 80 年代初进军汽车行业，
并在滚动式发展的过程中，连锁开发了汽车研发、生产和销售等多种产业模式
当前国内汽车市场正处在飞速发展的阶段，江铃集团在竞争环境十分严峻的情况
下采取适时的竞争战略，对其自身的发展有着至关重要的作用。本文在借鉴国内
外市场竞争战略理论研究和实践探索成果的基础上,基于市场竞争战略的相关理
论,运用 PEST 和五力模型分析了江铃集团市场竞争的宏观环境和行业环境，并运
用 SWOT 分析法揭示了江铃集团市场竞争的优势与劣势，面临的机遇与挑战，进
而提出了江铃集团市场竞争战略的定位和实施策略。主要结论有：轻型车作为汽
车市场的重要组成部分，其增长速度仅次于轿车，是江铃集团未来发展壮大的必
争之地。适时地制定与实施该领域的市场竞争战略有助于江铃集团提升核心竞争
力，实现可持续发展。作为中国商用车领域最大的企业之一和国内汽车行业发展
最快以及经济效益最好的企业之一，江铃集团拥有自身的市场竞争优势：掌握了
发动机这一汽车企业重要零部件的制造技术，且具备批量生产的能力，因此能更
好的控制企业成本和零部件的供应；按照销售、配件、服务、信息“四位一体”
的专营模式，建立了现代营销体系，构建了遍布全国的强大营销网络；制定了关
于产品研发、物流等方面的规划化国际标准管理体制；在商用车市场存在一定的
客户基础并积累了一定的影响力。同时江铃集团也存有市场竞争劣势：突出表现
在核心技术缺失、生产规模的偏小，布局较分散，营销模式较落后等
江铃集团较合理市场竞争战略是重点发展轻型商用车，同时带动乘用车占领
市场份额，并在国际化合作的基础上提升企业核心竞争力，从而抢占更多的轻型
商用车国内市场份额；企业在进行产业重组时要将经济效益的提高和国际地位的
提升作为发展目标，从而扩大企业的市场影响力。因此，江铃集团应从组织战略、
江铃集团市场竞争战略研究II
业务战略、营销战略、品牌战略、人才战略等方面全面推进其市场竞争战略
关键词：江铃集团；市场竞争战略；SOWT 分析；竞争环境分析
江铃集团市场竞争战略研究工商管理硕士专业学位论文
IV
Abstract
The automobile industry is the iconic industry of the level of industrialization in
China. The development of the automobile industry is of great strategic significance
to the revitalization of the national economy. China and Europe and the United States,
Japan and other car power compared to there is a clear gap, not only reflected in the
brand influence, international competitiveness, etc., but also mainly reflected in the
automotive core technology and so on. In the new market environment, if enterprises
can enhance their competitiveness and enhance the competitive advantage of
enterprises, optimize the industrial structure of China to play a great role in promoting
and can improve China&39;s entire automotive industry, the level of industry and
international influence, So as to promote the further development of related industries
in China and safeguard the steady and rapid development of China&39;s economy.
Jiangling Group is the representative of China&39;s national automobile industry,
since the early 80s of last century Jiangling Group to enter the automotive industry,
and in the rolling development process, the chain developed a car R & D, production
and sales of various industrial models. The current domestic auto market is in the
stage of rapid development, Jiangling Group in the competitive environment is very
serious circumstances to take a timely competitive strategy, its own development has a
crucial role. Based on the theory of market competition strategy and the results of
practical exploration, this paper analyzes the macro environment and industry
environment of Jiangling Group&39;s market competition based on the relevant theories
of market competition strategy, and uses SWOT analysis method Reveals the
advantages and disadvantages of Jiangling Group&39;s market competition, the
opportunities and challenges, and then puts forward the positioning and
implementation strategy of Jiangling Group&39;s market competition strategy. The main
conclusions are: light car as an important part of the automotive market, its growth
rate is second only to the car, is the future development and expansion of the JMC
Group, the timely development and implementation of the field of market competition
strategy will help Jiangling Group Enhance core competitiveness and achieve
sustainable development.As one of the largest enterprises in the field of commercial
vehicles in China and one of the fastest growing and most economically profitable
companies in the domestic automotive industry, the JMC has its own marketV
competitive advantage: to master the manufacturing technology of the important
components of the engine, With the ability to mass production, which can better
control the cost of enterprises and parts of the supply; production and sales of the four
links into a modern marketing system, in order to achieve a nationwide network
marketing; developed on product development, logistics, etc. Aspects of the planning
of the international standard management system; its own has a certain degree of
brand attention, and accumulated a certain consumer base. At the same time Jiangling
Group also has a market competitive disadvantage, highlighting the lack of core
technology, the scale of production is too small, more decentralized layout, marketing
model is more backward and so on.
Jiangling Group, a more reasonable market competition strategy is to focus on the
development of light commercial vehicles, while driving passenger cars occupied
market share, and in the international cooperation on the basis of improving the core
competitiveness of enterprises, thus seizing more light commercial vehicle domestic
market share; In the industrial restructuring to improve the economic efficiency and
international status as a development goal, thereby expanding the market influence of
enterprises. Therefore, JMC should comprehensively promote its market competition
strategy from organizational strategy, business strategy, marketing strategy, brand
strategy and talent strategy.
Key words: Jiangling Group；market competition strategy；SWOT analysis；
competition environment analysis
江铃集团市场竞争战略研究工商管理硕士专业学位论文
VI
目 录
摘要....I
ABSTRACT..........IV
目 录..VI
1 绪 论..1
1.1 研究背景和意义. 1
1.1.1 研究背景......1
1.1.2 研究意义......1
1.2 研究综述. 3
1.2.1 国外研究综述..........3
1.2.2 国内研究综述..........3
1.2.3 文献述评......4
1.3 研究内容. 5
1.4 研究方法.
。。。以上简介无排版格式，详细内容请下载查看
==>>