本文選題：SWOT分析 + 發(fā)展戰(zhàn)略　； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展、居民收入的提高和消費(fèi)習(xí)慣的培養(yǎng)，中國(guó)汽車工業(yè)真正進(jìn)入了蓬勃發(fā)展時(shí)期，但中國(guó)汽車工業(yè)企業(yè)對(duì)汽車核心開發(fā)技術(shù)的掌握和發(fā)展仍然較弱。2013年自主品牌乘用車銷量占乘用車銷量的40.3%，根據(jù)中國(guó)汽車工業(yè)協(xié)會(huì)發(fā)布的2014年7月份數(shù)據(jù)，自主品牌乘用車市場(chǎng)份額已下降為34.6%，在與合資乘用車的競(jìng)爭(zhēng)中仍處于不利位置。同樣，對(duì)于國(guó)內(nèi)的汽車零部件來說，企業(yè)數(shù)量眾多但規(guī)模較小、產(chǎn)品質(zhì)量表現(xiàn)較差、技術(shù)創(chuàng)新能力也較低、對(duì)未來的發(fā)展目標(biāo)不夠明確、管理體系不夠健全等方方面面的問題都存在，這使得國(guó)內(nèi)零部件企業(yè)在與國(guó)外的企業(yè)競(jìng)爭(zhēng)中更加處于劣勢(shì)，形勢(shì)更加嚴(yán)峻。同時(shí)，隨著車型生命周期的縮短，為了尋求規(guī)模經(jīng)濟(jì)與多品牌、個(gè)性化之間的平衡，提高生產(chǎn)能力，汽車企業(yè)紛紛推行產(chǎn)品的平臺(tái)化戰(zhàn)略，盡可能地實(shí)現(xiàn)零部件通用，通過大批量的數(shù)量來攤銷高昂的開發(fā)成本。面對(duì)這更趨于復(fù)雜的環(huán)境和日益嚴(yán)峻的競(jìng)爭(zhēng)態(tài)勢(shì)，國(guó)內(nèi)汽車零部件企業(yè)要想做大做強(qiáng)，成為真正有競(jìng)爭(zhēng)力的企業(yè)，要想在全球汽車供應(yīng)鏈中占有一席之地，必須正確選擇自己的發(fā)展戰(zhàn)略。 湖北中航精機(jī)科技有限公司就處于這樣一個(gè)競(jìng)爭(zhēng)激烈、未來發(fā)展充滿變數(shù)的大環(huán)境之中。經(jīng)過十多年的快速發(fā)展，公司實(shí)現(xiàn)了現(xiàn)有的經(jīng)濟(jì)規(guī)模，，成為專業(yè)化的座椅調(diào)節(jié)機(jī)構(gòu)件供應(yīng)商。雖然在汽車座椅調(diào)節(jié)機(jī)構(gòu)件這個(gè)特定的汽車零部件領(lǐng)域已占有自己的一席之地，建立了自己的品牌，但隨著全球汽車工業(yè)的發(fā)展和汽車銷售市場(chǎng)的競(jìng)爭(zhēng)，面對(duì)復(fù)雜多變的行業(yè)競(jìng)爭(zhēng)環(huán)境，公司應(yīng)該選擇怎樣的發(fā)展戰(zhàn)略，去實(shí)現(xiàn)持續(xù)發(fā)展，關(guān)系到公司的發(fā)展質(zhì)量和速度，這也正是論文寫作的目的。 論文共有四部分組成。第一部分為緒論，首先描述的是論文研究的行業(yè)背景、意義和文章所使用的方法；第二部分是關(guān)于被研究公司背景情況簡(jiǎn)介，進(jìn)而指出公司目前存在和迫切需要解決的主要問題；第三部分則對(duì)公司的外部和內(nèi)部環(huán)境分析，明確公司面臨哪些外部的機(jī)會(huì)和威脅，以及內(nèi)部存在的優(yōu)勢(shì)和劣勢(shì)，并在此基礎(chǔ)上對(duì)面臨的機(jī)會(huì)、威脅、優(yōu)勢(shì)和劣勢(shì)進(jìn)行SWOT分析，歸納出公司未來發(fā)展可能采取的戰(zhàn)略方案；第四部分是根據(jù)公司既定的發(fā)展目標(biāo)，結(jié)合前文的SWOT分析結(jié)果來選擇公司的總體戰(zhàn)略和競(jìng)爭(zhēng)戰(zhàn)略，并闡述其主要內(nèi)容及實(shí)施保障。
[Abstract]:With the development of economy, the improvement of residents' income and the cultivation of consumption habits, China's automobile industry has really entered a period of vigorous development. But China's auto industry still has a weak grasp and development of its core development technology. In 2013, 40.3 percent of passenger car sales were sold under its own brand, according to data released by the China Association of Automobile Manufacturers in July 2014. The market share of autonomous brand passenger cars has fallen to 34.6a, which is still at a disadvantage in the competition with joint-venture passenger cars. Similarly, for domestic automobile parts, the number of enterprises is numerous but small, the product quality is poor, the ability of technological innovation is also low, and the future development goal is not clear enough. Management system is not perfect and other aspects of the problems exist, which makes domestic parts enterprises in the competition with foreign enterprises in a more disadvantaged, more severe situation. At the same time, with the shortening of vehicle life cycle, in order to seek the balance between economies of scale and multi-brand, personalized, improve production capacity, automotive enterprises have carried out the platform strategy of products, as far as possible to achieve universal components. Amortize high development costs through large quantities. In the face of this more complex environment and increasingly severe competition situation, domestic auto parts enterprises want to become bigger and stronger, become truly competitive enterprises, and want to have a place in the global automotive supply chain. One must choose one's own development strategy correctly. Hubei Aerospace Technology Co., Ltd. is in such a fierce competition, the future development is full of variables in the environment. After more than ten years of rapid development, the company has realized the existing economic scale and become a professional supplier of seat regulator parts. Although it has taken its place and established its own brand in the specific automotive parts and components field, with the development of the global automobile industry and the competition in the automobile sales market, In the face of the complex and changeable industry competition environment, the company should choose what kind of development strategy to achieve sustainable development, which is related to the quality and speed of the development of the company, which is also the purpose of the paper writing. The thesis consists of four parts. The first part is an introduction, which first describes the industry background, significance and methods used in the paper. The second part is a brief introduction of the company background. The third part analyzes the external and internal environment of the company, and identifies the external opportunities and threats, as well as the strengths and weaknesses of the company. On this basis, the SWOT analysis of the opportunities, threats, strengths and weaknesses faced by the company is carried out, and the possible strategic plans for the future development of the company are summarized. The fourth part is based on the established development goals of the company. Combined with the results of SWOT analysis, the overall strategy and competition strategy of the company are selected, and its main content and implementation guarantee are expounded.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.471

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