本文關(guān)鍵詞：一汽解放公司發(fā)展戰(zhàn)略研究　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 一汽商用車 發(fā)展戰(zhàn)略 一體化戰(zhàn)略 多元化戰(zhàn)略 加強(qiáng)型戰(zhàn)略

【摘要】：近些年來,我國商用車發(fā)展的很快,取得了很大的突破和成績,一汽解放商用車在整個(gè)自主產(chǎn)銷中占有舉足輕重的地位,2016年中重型市場(chǎng)份額全國第一。當(dāng)然,隨著市場(chǎng)競(jìng)爭(zhēng)的日益激烈,后起之秀異軍突起,形成了一批具有極強(qiáng)競(jìng)爭(zhēng)力的商用車集團(tuán)。在這種大背景下,緊跟國內(nèi)外商用車發(fā)展趨勢(shì),制定具有國際化競(jìng)爭(zhēng)力的發(fā)展戰(zhàn)略,提升的一汽解放商用車產(chǎn)品綜合競(jìng)爭(zhēng)力,是一汽解放商用車未來發(fā)展的重中之重。本論文首先對(duì)一汽解放商用車發(fā)展現(xiàn)狀進(jìn)行描述,指出一汽解放商用車發(fā)展所面臨的問題,并從多角度對(duì)產(chǎn)生的原因進(jìn)行深入的分析。接下來對(duì)一汽解放商用車發(fā)展所處的內(nèi)外部環(huán)境進(jìn)行分析,其中運(yùn)用PEST分析法對(duì)一汽解放商用車發(fā)展所面臨的外部宏觀環(huán)境進(jìn)行分析,再運(yùn)用波特五力分析法對(duì)一汽解放商用車所面臨的競(jìng)爭(zhēng)環(huán)境進(jìn)行分析,同時(shí)對(duì)一汽解放商用車發(fā)展的內(nèi)部條件進(jìn)行分析,主要圍繞公司技術(shù)研發(fā)能力、生產(chǎn)經(jīng)營能力、營銷服務(wù)能力、人力資源能力四個(gè)維度展開。通過內(nèi)外部環(huán)境分析,運(yùn)用SWOT模型深入剖析一汽解放商用車發(fā)展所面臨的外部機(jī)會(huì)、威脅和內(nèi)部優(yōu)勢(shì)、劣勢(shì)。結(jié)合以上分析,為一汽解放商用車發(fā)展制定了清晰明確的整體戰(zhàn)略目標(biāo)及“十三五”規(guī)劃目標(biāo)。整體戰(zhàn)略目標(biāo)是打造中國卡車第一品牌,國內(nèi)卡車行業(yè)創(chuàng)新能力最強(qiáng),技術(shù)領(lǐng)先,品質(zhì)、安全、節(jié)能、環(huán)保、效率第一;“十三五”規(guī)劃目標(biāo)是輕中重型卡車全面發(fā)展,打造全價(jià)值鏈的國內(nèi)領(lǐng)先、優(yōu)質(zhì)高效、創(chuàng)新驅(qū)動(dòng)、綠色環(huán)保型企業(yè),其中銷售目標(biāo)到2020年中重型卡車國內(nèi)銷量14萬輛,市場(chǎng)份額20%,輕型卡車銷量4.4萬輛,市場(chǎng)份額5%,出口2.1萬輛;經(jīng)營目標(biāo)到2020年利潤率達(dá)到2%。戰(zhàn)略目標(biāo)完成制定后,結(jié)合SWOT內(nèi)外部環(huán)境分析,明確總體戰(zhàn)略選擇采用“擴(kuò)張型戰(zhàn)略”,通過不斷的戰(zhàn)略擴(kuò)張,繼續(xù)發(fā)展壯大一汽解放商用車事業(yè)。并利用波士頓矩陣法對(duì)各業(yè)務(wù)板塊進(jìn)行戰(zhàn)略匹配、選擇。隨后結(jié)合各業(yè)務(wù)板塊戰(zhàn)略選擇,提出具體戰(zhàn)略舉措,包括產(chǎn)品技術(shù)領(lǐng)先戰(zhàn)略、質(zhì)量制勝戰(zhàn)略、成本優(yōu)化戰(zhàn)略、結(jié)構(gòu)調(diào)整戰(zhàn)略、智能互聯(lián)戰(zhàn)略、綠色發(fā)展戰(zhàn)略。為了有效支撐六大戰(zhàn)略的實(shí)施,分別從市場(chǎng)研究及產(chǎn)品策劃體系、產(chǎn)品研發(fā)體系、生產(chǎn)準(zhǔn)備及制造體系、營銷服務(wù)體系、質(zhì)量保證體系、采購體系、財(cái)務(wù)體系、體制機(jī)制體系、組織機(jī)構(gòu)及人力資源體系九大維度提出保障措施。本篇論文研究的重大意義及價(jià)值在于基于目前一汽解放商用車的發(fā)展現(xiàn)狀,以把解放商用車“做強(qiáng)、做大、做優(yōu)”,提升產(chǎn)品競(jìng)爭(zhēng)力,實(shí)現(xiàn)未來國內(nèi)領(lǐng)先、國際一流為目標(biāo),制定了一個(gè)科學(xué)、準(zhǔn)確的未來發(fā)展戰(zhàn)略,對(duì)于一汽解放商用車在市場(chǎng)上立于不敗之地,持續(xù)領(lǐng)航具有重要的現(xiàn)實(shí)意義。
[Abstract]:In recent years, commercial vehicles in China have developed rapidly, and achieved great breakthroughs and achievements. FAW liberation commercial vehicles play a pivotal role in the whole independent production and marketing. The market share of medium and heavy duty is the first in the country in 2016. Of course, with the increasingly fierce competition in the market, the rising star has formed a group of highly competitive commercial vehicle groups. Closely follow the development trend of commercial vehicles at home and abroad, formulate a development strategy with international competitiveness, enhance the comprehensive competitiveness of FAW liberation commercial vehicle products. This paper first describes the current situation of FAW liberation commercial vehicle development and points out the problems that FAW liberation commercial vehicle development faces. And from a variety of angles to the causes of in-depth analysis. Then FAW liberation commercial vehicle development in the internal and external environment analysis. Among them, PEST analysis method is used to analyze the external macro environment of FAW liberation commercial vehicle development, and then the competitive environment of FAW liberation commercial vehicle is analyzed by using Porter five-force analysis method. At the same time, the internal conditions of FAW liberation commercial vehicle development are analyzed, mainly around the company's technical research and development ability, production and management ability, marketing and service ability. Through the analysis of internal and external environment, SWOT model is used to analyze the external opportunities, threats and internal advantages of FAW liberation commercial vehicle development. Inferiority. Combined with the above analysis, the development of FAW liberation commercial vehicles has formulated clear and clear overall strategic objectives and the "13th Five-Year" planning objectives. The overall strategic goal is to create the first brand of Chinese trucks. Domestic truck industry has the strongest innovation ability, leading technology, quality, safety, energy saving, environmental protection, efficiency first; The "13th Five-Year Plan" aims to develop light, medium and heavy trucks in an all-round way and build a leading domestic value chain with high quality and high efficiency, innovation driven and green environmental protection enterprises. Among them, the sales target is 140,000 domestic sales of medium and heavy trucks by 2020, 20 market share, 44,000 light truck sales, 5 market share and 21,000 export; By 2020, the profit margin of the business target has reached 2.After the completion of the strategic objectives, combined with the analysis of the internal and external environment of SWOT, it is clear that the overall strategic choice adopts the "expansionary strategy", and through the continuous strategic expansion. Continue to develop and strengthen FAW liberation commercial vehicle cause. And use Boston matrix method to carry on the strategic matching and selection to each business plate. Then combined with the strategic choice of each business plate, put forward specific strategic measures. Including product technology leading strategy, quality winning strategy, cost optimization strategy, structural adjustment strategy, intelligent interconnection strategy, green development strategy. In order to effectively support the implementation of the six strategies. From market research and product planning system, product research and development system, production preparation and manufacturing system, marketing service system, quality assurance system, procurement system, financial system, institutional mechanism system. The great significance and value of this paper is based on the current development situation of FAW liberation commercial vehicle, in order to make the liberation commercial vehicle stronger and bigger. "to improve the competitiveness of products, to achieve the future domestic leading, international first-class goal, formulated a scientific, accurate future development strategy, for FAW liberation commercial vehicles in the market invincible." Continuous pilotage is of great practical significance.
【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】：2017
【分類號(hào)】：F426.471;F272

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相關(guān)期刊論文 前1條

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本文編號(hào)：1420658