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华晨SW汽车有限公司竞争战略研究_硕士毕业论文DOC

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内容简介
中文摘要
目前,我国经济社会高速发展,经济总量超过日本达到100万亿元,成为目前世
界前三的经济体,汽车行业也蓬勃发展。2009年,全世界汽车市场最大的区域在中
国。到2018年的这十年时间里,中国的汽车产销量一直处于增长当中,直到2018
年逐步到达产销量的顶点车,销量才开始下滑,且仍是国外汽车品牌市场占有率较高,
国产自主汽车品牌整体实力较弱。随着我国对环境保护越来越重视,低碳经济也成为
未来最重要的经济发展形势,同时伴随着传统燃油车销售市场的持续低迷,发展新能
源汽车是落实“绿色”发展理念,落实低碳经济的重要举措,更是汽车产业转型升级
和资源可持续性发展的必选之路。
本文基于竞争战略理论,选取华晨SW汽车有限公司为研究对象。文章首先介绍
了对当前国内外的研究背景和得出最后结论所要用到的相关理论工具,其次介绍了华
晨SW汽车销售有限公司的基本情况,并以它为例,运用PEST模型分析了汽车行业的
宏观环境,得出了外部环境有利于华晨SW汽车有限公司的发展。再次运用波特五力
模型对影响行业内部的五种因素进行分析,通过SWOT分析法得出目前华晨SW汽车有
限公司的Strengths(优势)、Weaknesses(劣势)、Opportunities(机会)与Threats
(威胁),为未来公司竞争战略的选择提供参考。通过得出结论来判断,华晨SW汽
车有限公司仍然处于新能源汽车行业发展的黄金发展期,目前行业内部和外部的竞争
较为激烈,但行业内的发展潜力依旧十分巨大,运用适合当前形势的集中化竞争战略,
通过对目标市场进行细分,为其提供质量过硬的产品或服务,来满足消费者的需求,
快速提高品牌知名度。最后一部分内容是对于公司实施的竞争战略给与的一些保障措
施,应积极建设企业文化,进一步保障各项资源的供给,重视人才的培育和任用,扩
展多方面的销售渠道来保障竞争战略的实施。
关键词:新能源汽车竞争战略集中化战略战略实施战略保障

ABSTRACT
At present, China's rapid economic and social development, China’s total
economic volume has exceeded Japan’s to reach 100 trillion yuan, becoming
the world’s top three economies, and the automobile industry is also booming.
In 2009, the world’s largest auto market was in China. In the decade to 2018,
China’s car production and sales have been on the rise, until 2018 gradually
reached the peak of production and sales, sales began to decline, and the
market share of foreign car brands is still high, the domestic independent
automobile brand overall strength is weak. With China paying more and more
attention to environmental protection, low-carbon economy has also become
the most important economic development situation in the future. At the same
time, along with the continuous downturn in the sales market of traditional
fuel vehicles, developing new energy vehicles is to implement the concept of
“Green”development, the implementation of the important measures of
low-carbon economy is the only way to transform and upgrade the automobile
industry and the sustainable development of resources.
Based on the theory of competitive strategy, this paper selects Brilliance
SW Automobile Co., LTD as the research object. The article first introduces
the current domestic and foreign research background and the final conclusion
tools used by the related theory, secondly introduces the brilliance SW
automobile sales co., LTD., the basic situation, and take it as an example,

USES PEST model to analyze the macro environment of the automobile
industry, obtained the external environment is conducive to the development
of brilliance SW automobile co., LTD. Porter's five Forces model is used
again to analyze the five factors that affect the industry. SWOT analysis is
used to obtain the Strengths, Weaknesses, Opportunities and Threats of
Brilliance SW Auto Co., LTD. It provides reference for the future choice of
competitive strategy. Judging by the conclusion, brilliance SW automobile co.,
LTD., is still in the new energy automobile industry development of golden
development, internal and external current industry more competitive, but the
development potential in the industry is still very big, use suitable for the
current situation of centralized competitive strategy, through to the target
market segment, providing quality products or services,To meet the needs of
consumers, quickly improve brand awareness. The last part of the content is
for the company to implement the competitive strategy to give some
safeguard measures, should actively build enterprise culture, further ensure
the supply of resources, pay attention to the cultivation and appointment of
talents, expand various sales channels to ensure the implementation of the
competitive strategy.
Key words: New energy vehicle;Competition strategy;Centralization
strategy;Strategy implementation;Strategic guarantee
。。。以下略