【摘要】：汽車工業(yè)是國家工業(yè)發(fā)展的核心力量,近年來世界經(jīng)濟(jì)持續(xù)不景氣,中國汽車工業(yè)進(jìn)入WTO后發(fā)展迅猛。到2012年,我國汽車產(chǎn)銷連續(xù)四年蟬聯(lián)世界產(chǎn)銷量第一大國。2009年86年歷史的北歐老牌豪華汽車品牌沃爾沃汽車被中國自主品牌吉利汽車收購,該如何確定并完善沃爾沃汽車的發(fā)展戰(zhàn)略,實(shí)現(xiàn)企業(yè)資源最佳配置,提高核心競(jìng)爭(zhēng)力,使企業(yè)長期健康穩(wěn)定發(fā)展,保持持續(xù)的競(jìng)爭(zhēng)優(yōu)勢(shì)是本文研究的重點(diǎn)。 本文運(yùn)用PEST分析模型,SWOT分析模型等,在對(duì)沃爾沃汽車的內(nèi)外部環(huán)境,包括政治、經(jīng)濟(jì)、社會(huì)及技術(shù)環(huán)境,及國內(nèi)外汽車行業(yè)競(jìng)爭(zhēng)環(huán)境,企業(yè)資源和能力等進(jìn)行分析后,確定公司的戰(zhàn)略和實(shí)施發(fā)展的路徑和舉措。沃爾沃汽車發(fā)展戰(zhàn)略由于中國市場(chǎng)在全球的重要性,即中國發(fā)展戰(zhàn)略,分解為市場(chǎng)營銷戰(zhàn)略,產(chǎn)品戰(zhàn)略,成本戰(zhàn)略與本土化戰(zhàn)略。沃爾沃汽車發(fā)展戰(zhàn)略實(shí)施重點(diǎn)包括,迅速提升沃爾沃在營銷管理方式與手段,從品牌重塑、提升基礎(chǔ)業(yè)務(wù)體系并將核心業(yè)務(wù)與衍生業(yè)務(wù)同步發(fā)展,優(yōu)化流程與制度到增強(qiáng)渠道管理,提高經(jīng)銷商的銷售與服務(wù)水平。提高個(gè)性化產(chǎn)品設(shè)計(jì)能力和綠色技術(shù)設(shè)計(jì)與開發(fā)能力,快速建立中國工廠,有效融合企業(yè)跨文化,從而迅速推進(jìn)本土化戰(zhàn)略,進(jìn)一步優(yōu)化成本管理能力,提高品牌影響力。 本人是基于課題研究過程和成果,充分了解和理解國內(nèi)外有關(guān)戰(zhàn)略管理的研究成果,并以此為借鑒,采用理論與實(shí)際、定性與定量分析相結(jié)合的研究方法。深入調(diào)查,掌握最新資訊,使沃爾沃汽車戰(zhàn)略研究具有可操作性,不僅為沃爾沃汽車的發(fā)展戰(zhàn)略提出建議,而且希望為更多中國汽車企業(yè)的戰(zhàn)略管理提供思路和方法。
[Abstract]:The automobile industry is the core force of the national industrial development. In recent years, the world economy has been in a recession, and the Chinese automobile industry has developed rapidly after entering WTO. Up to 2012, China's automobile production and sales have been the world's largest for four consecutive years. Volvo, a Nordic luxury car brand with a history of 86 years in 2009, was acquired by Geely Automobile, a Chinese independent brand. How to determine and perfect the development strategy of Volvo automobile, realize the best allocation of enterprise resources, improve the core competitiveness, make the enterprise develop healthily and stably for a long time, and maintain the sustainable competitive advantage is the key point of this paper. This paper analyzes the internal and external environment of Volvo automobile, including political, economic, social and technological environment, competition environment of domestic and foreign automobile industry, enterprise resources and ability, etc. Determine the company's strategy and implementation of the development path and initiatives. Due to the importance of the Chinese market in the world, Volvo automobile development strategy is divided into marketing strategy, product strategy, cost strategy and localization strategy. The focus of Volvo's automobile development strategy is to rapidly upgrade Volvo's marketing management methods, reshape its brand, upgrade its basic business system, and synchronize its core business with its derivative business. Optimize process and system to enhance channel management, improve dealer sales and service level. To improve the ability of individualized product design and green technology design and development, to set up Chinese factory quickly, to integrate enterprise cross-culture effectively, to advance localization strategy quickly, to further optimize cost management ability and to increase brand influence. Based on the research process and achievements of the subject, I fully understand and understand the research results of strategic management at home and abroad, and take this as a reference, adopt the research method of combining theory and practice, qualitative and quantitative analysis. Further investigation and mastering the latest information will make the study of Volvo automobile strategy operable, not only for the development strategy of Volvo car, but also for the strategic management of more Chinese automobile enterprises.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.471;F272

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