本文選題：競爭優(yōu)勢 + 4S銷售服務業(yè)�。� 參考：《湖北工業(yè)大學》2013年碩士論文

【摘要】：汽車產(chǎn)業(yè)作為中國國民經(jīng)濟戰(zhàn)略性支柱產(chǎn)業(yè)，集生產(chǎn)，銷售，服務于一體，包含的行業(yè)多，價值鏈長。作為產(chǎn)業(yè)中的重要環(huán)節(jié)，整車銷售和售后服務對于汽車產(chǎn)業(yè)的發(fā)展壯大起到至關重要的作用。自2001年中國加入世界貿(mào)易組織(WTO)，汽車4S銷售服務業(yè)經(jīng)歷了快速發(fā)展,迅速成為了中國汽車銷售服務的主體模式，創(chuàng)造了巨大的經(jīng)濟效益。但跟世界發(fā)達國家相比,我國的4S銷售部服務企業(yè)無論從服務理念，，技術手段到運營模式等方面都存在著明顯差距。如何在發(fā)展中提升競爭力，彌補缺陷，實現(xiàn)競爭優(yōu)勢，成為了汽車銷售服務行業(yè)和眾多4S企業(yè)面臨的重要問題。 競爭優(yōu)勢理論，產(chǎn)業(yè)經(jīng)濟學理論，核心能力理論以及競爭戰(zhàn)略分析是學術界和商業(yè)界用以透析一個行業(yè)和行業(yè)中的企業(yè)管理模式，制定合理發(fā)展戰(zhàn)略和競爭戰(zhàn)略的重要方法。本文以競爭優(yōu)勢理論，產(chǎn)業(yè)經(jīng)濟學理論和競爭戰(zhàn)略分析為依托，總結(jié)了國內(nèi)外汽車銷售服務業(yè)的發(fā)展規(guī)律，借鑒了國外汽車銷售服務企業(yè)先進的管理模式,結(jié)合中國特色的市場經(jīng)濟模式和本土企業(yè)的文化背景,對提升4S汽車銷售服務企業(yè)的核心競爭力，制定合理化戰(zhàn)略進行探討和研究。 本文主要包括七個構(gòu)成部分:第一部分闡述了研究背景意義，研究方法內(nèi)容以及研究框架。第二部分介紹了競爭優(yōu)勢理論，產(chǎn)業(yè)經(jīng)濟學等相關理論和本論文采取的主要分析方法和模型。第三部分析了國內(nèi)外汽車銷售服務業(yè)的現(xiàn)狀和面臨的挑戰(zhàn)，對4S行業(yè)做出了產(chǎn)業(yè)價值鏈分析和波特五力分析。第四部分通過SCP理論從市場結(jié)構(gòu)，行業(yè)競爭行為，以及行業(yè)績效對汽車4S行業(yè)具體特征進行分析。第五部分是論文的核心，分析總結(jié)4S企業(yè)的核心能力，歸納了汽車4S企業(yè)的戰(zhàn)略規(guī)劃，提出我國4S銷售服務企業(yè)集約式發(fā)展的總體發(fā)展戰(zhàn)略和采取營銷渠道差異化及服務營銷差異化的現(xiàn)實競爭戰(zhàn)略。第六部分以軒宇汽車集團為實例,進行案例分析，將本文述及的企業(yè)戰(zhàn)略選擇和方法應用到企業(yè)具體的實踐經(jīng)營中。第七部分是對我國汽車4S銷售服務企業(yè)發(fā)展現(xiàn)狀的總結(jié)和對未來的展望。 本文希望通過理論分析和實際例證，從創(chuàng)建競爭優(yōu)勢的角度提出適合中國汽車4S銷售服務企業(yè)的發(fā)展戰(zhàn)略和競爭戰(zhàn)略，希望研究成果可以更好地推動中國汽車產(chǎn)業(yè)的迅猛發(fā)展。
[Abstract]:As a strategic pillar industry of China's national economy, automobile industry integrates production, sales and service, including many industries and long value chain. As an important link in the industry, vehicle sales and after-sales service play a vital role in the development and expansion of the automotive industry. Since China joined the World Trade Organization (WTO) in 2001, the automobile 4S sales service industry has experienced a rapid development, which has rapidly become the main model of China's automobile sales service, and has created enormous economic benefits. But compared with the developed countries in the world, there are obvious gaps in the service enterprises of 4S sales department in our country in terms of service concept, technical means and operation mode. How to improve the competitiveness, make up for the defects and realize the competitive advantage in the developing process has become an important problem facing the automobile sales service industry and many 4S enterprises. The theory of competitive advantage, the theory of industrial economics, the theory of core competence and the analysis of competitive strategy are the important methods used by academia and business to analyze the enterprise management model in an industry and to formulate a reasonable development strategy and competitive strategy. Based on the theory of competitive advantage, the theory of industrial economics and the analysis of competitive strategy, this paper summarizes the development law of domestic and foreign automobile sales service industry, and draws lessons from the advanced management mode of foreign automobile sales service enterprises. Combined with the market economy model with Chinese characteristics and the cultural background of local enterprises, this paper probes into and studies how to enhance the core competitiveness of 4S automobile sales service enterprises and to formulate rationalization strategies. This paper consists of seven parts: the first part describes the significance of the research background, research methods and research framework. The second part introduces the competitive advantage theory, industrial economics and other relevant theories and the main analysis methods and models adopted in this paper. The third part analyzes the current situation and challenges of domestic and foreign automobile sales service industry, and makes the industrial value chain analysis and Porter's five forces analysis of 4S industry. The fourth part analyzes the specific characteristics of automobile 4S industry through SCP theory from the market structure, industry competitive behavior, and industry performance. The fifth part is the core of the thesis. It analyzes and summarizes the core competence of 4S enterprise, and summarizes the strategic planning of automobile 4S enterprise. This paper puts forward the overall development strategy of 4S sales and service enterprises and the realistic competition strategy of marketing channel differentiation and service marketing differentiation. The sixth part takes Xuan Yu Automobile Group as an example to carry on the case analysis, applies the enterprise strategy choice and the method mentioned in this article to the enterprise concrete practice management. The seventh part is the summary of the present situation of the automobile 4S sales service enterprises in China and the prospect of the future. This paper hopes to put forward the development strategy and competitive strategy suitable for China's auto 4S sales service enterprises through theoretical analysis and practical examples, and hope that the research results can better promote the rapid development of China's automobile industry.
【學位授予單位】：湖北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.471;F272

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