本文關(guān)鍵詞： 競爭戰(zhàn)略 汽車銷售公司 SWOT分析法　出處：《吉林財經(jīng)大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著我國經(jīng)濟持續(xù)發(fā)展和社會不斷進步,我國人均收入和消費水平都有顯著的提高,特別是我國汽車產(chǎn)銷不斷增長,我國目前已經(jīng)成為世界上的第一大汽車銷售市場,而且我國人口基數(shù)較大,購買力相對較強,購車群體年輕化,汽車銷售潛在市場有待開發(fā)。但是,近幾年汽車銷售熱度銳減,行業(yè)競爭者逐年增多,汽車銷售市場進入平穩(wěn)增長階段,另外替代品威脅增強,購車者的消費觀念發(fā)生根本性變化,購車需求更加多樣化。因此,汽車銷售企業(yè)將會面臨更大的機遇和挑戰(zhàn)。金達洲汽車銷售服務有限公司是一家以整車銷售為主的私營有限公司,公司要想在激烈的市場競爭中適應多變的經(jīng)濟環(huán)境,獲得生存和發(fā)展,就迫切的需要制定符合自身實際的競爭策略。本文運用PEST分析法和波特五力分析模型對公司的外部環(huán)境進行了分析,得出公司目前機遇大于挑戰(zhàn)的結(jié)論,宏觀的政治經(jīng)濟和社會人文環(huán)境都有利于汽車銷售企業(yè)的發(fā)展,行業(yè)競爭雖然激烈,但是行業(yè)潛在競爭對手進入壁壘較高,壓力較大,替代品也構(gòu)不成主要威脅。同時本文對公司內(nèi)部環(huán)境進行了分析,通過對公司人力資源、業(yè)務情況、經(jīng)營狀況和市場地位的分析,得出了公司的優(yōu)勢和劣勢,公司具有地理位置優(yōu)越;設(shè)備先進,技術(shù)領(lǐng)先;品牌效應突出;營銷網(wǎng)絡健全等優(yōu)勢,但是公司也存在著管理層素質(zhì)不高;管理客戶能力缺乏等不足,總體來說,公司優(yōu)勢明顯大于劣勢。根據(jù)內(nèi)外部環(huán)境分析結(jié)果運用SWOT分析法,本文在研究中得出,由于市場競爭越來越激烈,所以企業(yè)為了持續(xù)健康發(fā)展,就要克服自身不足,根據(jù)客戶特性和競爭對手特點在汽車銷售方面采取差異化的競爭戰(zhàn)略。為了確保競爭戰(zhàn)略的順利實施,制定了一系列保障措施,如提升企業(yè)創(chuàng)新能力;優(yōu)化組織結(jié)構(gòu);樹立企業(yè)文化;豐富營銷方式等。本文將為金達洲汽車銷售服務有限公司的長期發(fā)展提供參考性意見,同時也對中國同類企業(yè)制定競爭戰(zhàn)略具有指導意義。
[Abstract]:With the sustained economic development and social progress, China's per capita income and consumption level have significantly increased, especially the continuous growth of China's automobile production and marketing. At present, China has become the world's largest automobile sales market, and our population base is large, purchasing power is relatively strong, the group of car buyers is younger, the potential market for car sales needs to be developed. In recent years, the automobile sales heat has decreased sharply, the industry competitors have increased year by year, the auto sales market has entered a stable growth stage, the threat of alternatives has increased, and the consumption concept of car buyers has changed fundamentally. As a result, auto sales companies will face greater opportunities and challenges. Jindazhou Automotive sales Services Co., Ltd. is a private limited company with a focus on vehicle sales. The company wants to adapt to the changeable economic environment in the fierce market competition, obtains the survival and the development. According to the urgent need to formulate competitive strategies in line with their own reality, this paper analyzes the external environment of the company by using PEST analysis method and Porter's five-force analysis model, and draws the conclusion that the opportunity is greater than the challenge at present. Macro political, economic and social environment are conducive to the development of auto sales enterprises. Although the competition in the industry is fierce, the potential competitors in the industry have higher barriers to entry and greater pressure. At the same time, this paper analyzes the company's internal environment, through the analysis of the company's human resources, business conditions, business conditions and market status, the advantages and disadvantages of the company are obtained. The company has a superior geographical location; Advanced equipment, leading technology; Brand effect is prominent; The advantages of sound marketing network, but the company also exists the quality of management is not high; In general, the advantages of the company are greater than the disadvantages. According to the results of internal and external environment analysis using SWOT analysis, this paper concludes that the market competition is becoming more and more fierce. Therefore, in order to maintain healthy development, enterprises must overcome their own shortcomings, according to the characteristics of customers and competitors in automobile sales to adopt a differentiated competitive strategy, in order to ensure the smooth implementation of the competitive strategy. Has formulated a series of safeguard measures, for example, enhances the enterprise innovation ability; Optimizing organizational structure; Set up enterprise culture; This article will provide reference advice for the long-term development of Jinda Zhou Automobile sales Service Co., Ltd., and it will also be of guiding significance for the similar enterprises in China to formulate competition strategy.
【學位授予單位】：吉林財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.471;F271

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