本文選題：發(fā)展戰(zhàn)略 + 奧迪汽車銷售公司�。� 參考：《昆明理工大學(xué)》2013年碩士論文

【摘要】：我國(guó)汽車市場(chǎng)的飛速發(fā)展吸引了更多的世界跨國(guó)汽車巨頭參與我國(guó)汽車市場(chǎng)競(jìng)爭(zhēng),特別是近幾年來,幾乎每年有百種以上的新車上市,汽車廣告投放量大幅增加,消費(fèi)者持幣待購(gòu)心理加重等眾多因素,造就了汽車市場(chǎng)的競(jìng)爭(zhēng)愈加混亂,消費(fèi)者迅速變得成熟和理性,經(jīng)銷商生存狀況急劇惡化,新聞媒體越來越難以對(duì)付,傳統(tǒng)營(yíng)銷策略效果越來越差。汽車市場(chǎng)種種跡象表明,我國(guó)汽車市場(chǎng)已經(jīng)進(jìn)入一個(gè)新的階段,依靠原先一兩招有創(chuàng)意的策劃和新概念炒作已經(jīng)越來越難以打動(dòng)消費(fèi)者。汽車經(jīng)銷商要想在激烈的汽車市場(chǎng)競(jìng)爭(zhēng)環(huán)境中獲得生存和取得發(fā)展,進(jìn)行發(fā)展戰(zhàn)略管理,發(fā)現(xiàn)自身的競(jìng)爭(zhēng)優(yōu)勢(shì)和機(jī)遇、克服弱勢(shì)和威脅是非常必要的。 在課題的研究過程中主要采用了文獻(xiàn)法、觀察法、訪談法和個(gè)案分析法。通過綜合運(yùn)用以上方法對(duì)本課題以下方面的內(nèi)容進(jìn)行研究： 本課題以XZ奧迪汽車銷售集團(tuán)公司為例,首先對(duì)課題研究的一些具體情況進(jìn)行說明,主要闡述了課題選題和意義、擬采用的研究方法、技術(shù)路線,以及課題研究方面的研究的國(guó)內(nèi)外研究現(xiàn)狀；其二,通過訪談法對(duì)XZ奧迪汽車銷售集團(tuán)公司的發(fā)展現(xiàn)狀進(jìn)行總結(jié),筆者主要從公司發(fā)展歷史和經(jīng)驗(yàn)現(xiàn)狀方面進(jìn)行了概況；其三,利用PEST分析法對(duì)XZ奧迪汽車銷售集團(tuán)公司所處的政治法律、經(jīng)濟(jì)、社會(huì)文化和技術(shù)等外部環(huán)境進(jìn)行了深入的分析,同時(shí)采用波特模型對(duì)整個(gè)行業(yè)競(jìng)爭(zhēng)環(huán)境進(jìn)行了分析；其四,對(duì)XZ奧迪汽車銷售集團(tuán)公司內(nèi)部條件進(jìn)行了分析；其五,對(duì)XZ奧迪汽車銷售集團(tuán)公司發(fā)展戰(zhàn)略定位及其構(gòu)建,在該部分對(duì)主要利益相關(guān)者對(duì)公司發(fā)展戰(zhàn)略的影響,從內(nèi)外利益相關(guān)者進(jìn)行了分析,同時(shí)采用了SWOT對(duì)于公司發(fā)展進(jìn)行了戰(zhàn)略定位,提出了公司發(fā)展戰(zhàn)略構(gòu)建的一些思路；其六,為了可以有效的確保XZ奧迪汽車銷售集團(tuán)公司發(fā)展戰(zhàn)略的實(shí)施,從而提出了相關(guān)方面規(guī)劃和措施,規(guī)劃了公司發(fā)展戰(zhàn)略的具體實(shí)施步驟、對(duì)公司發(fā)展戰(zhàn)略實(shí)施的風(fēng)險(xiǎn)與對(duì)策、以及戰(zhàn)略實(shí)施的支撐手段,應(yīng)該從組織管理、資金運(yùn)作、市場(chǎng)營(yíng)銷和企業(yè)文化方面著手。
[Abstract]:The rapid development of the automobile market in our country has attracted more and more international automobile giants to participate in the competition in China's automobile market, especially in recent years, there are almost 100 kinds of new cars on the market every year, and the number of automobile advertisements has increased substantially.Many factors, such as the increasing psychology of consumers holding money and waiting to be purchased, have created an even more chaotic competition in the automobile market, consumers have rapidly become mature and rational, dealers' living conditions have deteriorated sharply, and the news media are becoming more and more difficult to cope with.The effect of traditional marketing strategy is getting worse and worse.All kinds of signs of automobile market indicate that the automobile market of our country has entered a new stage, relying on the original one or two creative plans and new concept hype has become more and more difficult to impress consumers.It is very necessary for automobile dealers to survive and develop in the fierce competition environment of automobile market, to manage the development strategy, to find their own competitive advantages and opportunities, and to overcome the disadvantages and threats.In the course of the research, literature method, observation method, interview method and case analysis method are mainly used.Through the comprehensive use of the above methods, the following aspects of this topic are studied:This subject takes XZ Audi Automobile sales Group Company as an example, first of all, it explains some specific situation of the subject research, mainly expounds the topic and significance, the research method to be adopted, the technical route,And the domestic and foreign research status quo of the subject research; second, through the interview to the XZ Audi Automobile sales Group Company's current development situation, the author mainly from the company's history and experience of the status quo; third,In this paper, the author makes a deep analysis of the external environment of XZ Audi Automobile sales Group Company, such as politics, law, economy, social culture and technology by using PEST analysis method. At the same time, it analyzes the competition environment of the whole industry by using Porter's model.This paper analyzes the internal conditions of XZ Audi Automobile sales Group Company. Fifth, it analyzes the strategic orientation and construction of XZ Audi Automobile sales Group Company, and the influence of this part on the development strategy of the main stakeholders.This paper analyzes the internal and external stakeholders, and at the same time, adopts SWOT to carry on the strategic orientation for the company's development, and puts forward some ideas of the company's development strategy construction.In order to ensure the implementation of the development strategy of the XZ Audi Automobile sales Group Company effectively, this paper puts forward the relevant planning and measures, plans the concrete implementation steps of the company's development strategy, and puts forward the risks and countermeasures to the implementation of the development strategy of the company.And the supporting means of strategy implementation should be from the aspects of organizational management, capital operation, marketing and corporate culture.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F416.471

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