黑龙江大学硕士学位论文
Abstract
In recent years, great changes have taken place in the automobile market at home
and abroad. In foreign countries, affected by the stagnation of economic development,
the demand for automobiles is shrinking, the competition among automobile enterprises
in various countries is intensifying, and the automobile market is generally depressed.
In China, after a long period of rapid growth in the automobile market, automobile
consumption has also entered a downward trend. In addition, the traditional automobile
market at home and abroad is greatly affected by the rapid development of new energy
vehicles. New energy vehicles have formed a competitive advantage over traditional
vehicles, and the impact on traditional vehicles is expanding. At present, COVID-19 is
rampaging around the world, and it has also become a factor affecting the automobile
market. In this context, Zh automobile, as a traditional automobile enterprise, naturally
faces serious challenges. Under this background, this paper studies the adjustment of
competitive strategy of ZH automobile company.
On the basis of combing the research status at home and abroad, this paper analyzes
the problems existing in the competitive strategy of ZH automobile company with the
help of enterprise competitive strategy, and analyzes the macro and micro environment
faced by the competitive strategy of ZH automobile company by using PEST model and
SWOT analysis. On this basis, the competitive strategy of ZH automobile company is
adjusted, including re positioning and objectives of the enterprise, adjusting the cost
leadership strategy and differentiation strategy implemented in the past, and putting
forward safeguard measures for the implementation of the new competitive strategy.
Keywords：ZH Automobile; Competitive strategy; Automobile industry
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目录
目录
中文摘要 ...........................................................................................................................I
Abstract ...........................................................................................................................II
绪论 .................................................................................................................................. 1
一、研究背景 ........................................................................................................... 1
二、研究目的和意义 ............................................................................................... 2
三、国内外研究现状 ............................................................................................... 3
四、研究的内容和方法 ........................................................................................... 6
第一章 相关概念及理论 ................................................................................................ 9
第一节相关概念 ..................................................................................................... 9
一、竞争 ............................................................................................................ 9
二、竞争战略 .................................................................................................... 9
第二节相关理论 ....................................................................................................11
一、企业竞争战略理论 ...................................................................................11
二、PEST模型............................................................................................... 12
三、SWOT分析法......................................................................................... 13
四、波特五力模型 .......................................................................................... 14
本章小结 ................................................................................................................. 15
第二章 ZH汽车公司现行竞争战略及存在问题........................................................ 16
第一节公司概况 ................................................................................................... 16
一、ZH汽车公司简介.................................................................................... 16
二、ZH汽车公司成立与发展........................................................................ 16
三、ZH汽车公司主要业务和经营业态........................................................ 17
第二节 ZH汽车公司现行的竞争战略................................................................. 19
一、总成本领先战略 ...................................................................................... 20
二、差异化战略 .............................................................................................. 21
第三节 ZH汽车公司现行竞争战略存在的问题................................................. 22
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黑龙江大学硕士学位论文
一、成本管理落后 .......................................................................................... 22
二、产品定位不清晰 ...................................................................................... 23
第四节 ZH汽车公司竞争战略存在问题的原因分析......................................... 23
一、基础管理和技术落后 .............................................................................. 23
二、成本控制手段落后 .................................................................................. 25
三、缺乏现代化成本管理信息系统 .............................................................. 25
本章小结 ................................................................................................................. 25
第三章 ZH汽车公司竞争战略的环境分析................................................................ 27
第一节 ZH汽车公司竞争战略的宏观环境分析................................................. 27
一、政治环境分析 .......................................................................................... 27
二、经济环境分析 .......................................................................................... 28
三、社会环境分析 .......................................................................................... 28
四、技术环境分析 .......................................................................................... 28
第二节 ZH汽车公司竞争战略的微观环境分析................................................. 29
一、竞争力分析 .............................................................................................. 29
二、内部资源分析 .......................................................................................... 31
第三节 ZH汽车公司竞争战略的 SWOT分析 ................................................... 32
一、优势分析 .................................................................................................. 32
二、劣势分析 .................................................................................................. 32
三、机会分析 .................................................................................................. 33
四、威胁分析 .................................................................................................. 34
五、SWOT矩阵图.......................................................................................... 35
本章小结 ................................................................................................................. 35
第四章 ZH汽车公司竞争战略的调整........................................................................ 37
第一节战略定位与目标调整 ............................................................................... 37
一、战略定位调整 .......................................................................................... 37
二、战略目标调整 ..........................................................