EMBA学位论文
作者：陶传英
河南新未来集团汽车零售业务竞争战略研究
河南新未来集团汽车零售业务竞争战略研究
中文摘要
近几年，我国汽车行业发生了重大变革。乘用车市场自 2018年以来连续 4
年同比下降，受国内国外经济环境影响，传统燃油品牌淘汰加剧，新能源汽车受
政策影响，如火如荼。市场竞争呈现多样化，汽车经销商经营困难，利润下滑。
汽车零售业务作为新未来集团的主营业务，利润近几年严重下滑。因此，需要对
新未来集团汽车零售业务重新制定可行性战略，提升集团整体盈利。
通过对河南新未来集团汽车零售业务内外部环境、企业自身的能力和资源进
行深刻分析（使用 PEST、五力模型、EFE/IFE等工具），重新梳理新未来汽车零
售业务在今后汽车行业发展中的市场机会，做出战略备选方案。通过系统化的战
略分析和选择，确定最适合新未来集团汽车零售业务的战略。经过科学的战略选
择，结合新未来集团的“传承百年，创领未来”的企业愿景，最终选择差异化竞
争战略为汽车零售业务的战略选择。通过营销模式的差异化、品牌和渠道布局的
差异化和服务理念的差异化来最终实现企业战略目标。依据战略内容，制定具体
实施措施，包括组织结构、企业文化传承、财务规划、营销创新等。为确保战略
措施顺利实施，使用平衡积分卡等工具对战略的实施进行控制。
本文重新调整新未来集团汽车零售业务的战略规划，不断强化河南新未来集
团汽车零售业务的核心竞争力，从而赢得市场竞争，使得新未来集团能够保持持
续健康发展，实现“传承百年，创领未来”的企业愿景。除此以外，河南新未来
集团在河南省当地是具有代表性的一家汽车经销商集团，对于行业中类似民营企
业提供了经营决策方面的借鉴和参考意义。
关键词：汽车零售业务，竞争战略，差异化竞争
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EMBA学位论文
作者：陶传英
河南新未来集团汽车零售业务竞争战略研究
Research on the Competitive Strategy of Automobile Retail
Business of Henan Great Future Group
Abstract
In recent years, great changes have taken place in China's automobile industry. The passenger
car market has declined year-on-year for four consecutive years since 2018. Affected by the
domestic and foreign economic environment, the elimination of traditional fuel brands has
intensified, and new energy vehicles are in full swing affected by policies. The market competition
is diversified, the operation of automobile dealers is difficult, and the profit is declining. As the
main business of new future group, the profit of automobile retail business has declined seriously
in recent years. Therefore, it is necessary to re formulate a feasible strategy for the automobile
retail business of the new future group to improve the overall profitability of the group.
Through the in-depth analysis of the internal and external environment of the automobile
retail business of Henan new future group and the enterprise's own capabilities and resources
(using pest, five forces model, EFE / IFE and other tools), re sort out the market opportunities of
the automobile retail business of new future in the future development of the automobile industry
and make strategic alternatives. Through systematic strategic analysis and selection, determine the
most suitable strategy for the automobile retail business of the new future group. After scientific
strategic selection, combined with the corporate vision of "inheriting a century and creating a
leading future" of new future group, the differentiated competition strategy is finally selected as
the strategic choice of automobile retail business. Through the differentiation of marketing mode,
the differentiation of brand and channel layout and the differentiation of service concept, we can
finally achieve the strategic goal of the enterprise. According to the strategic content, formulate
specific implementation measures, including organizational structure, corporate culture inheritance,
financial planning, marketing innovation, etc. In order to ensure the smooth implementation of
strategic measures, tools such as balanced scorecard are used to control the implementation of the
strategy.
This paper readjusts the strategic planning of the automobile retail business of new future
group, constantly strengthens the core competitiveness of the automobile retail business of Henan
new future group, so as to win the market competition, enable new future group to maintain
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EMBA学位论文
作者：陶传英
河南新未来集团汽车零售业务竞争战略研究
sustainable and healthy development, and realize the enterprise vision of "inheriting a century and
creating a future". In addition, Henan new future group is a representative automobile dealer group
in Henan Province, which provides reference and reference significance for similar private
enterprises in the industry.
Key words: Retail Business, competitive strategy，Differentiated competition
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