【摘要】：中國汽車行業(yè)經(jīng)歷了半個多世紀(jì)的成長逐漸趨于成熟，近年來我國汽車市場發(fā)展迅速,消費者的購買力日趨增強，國內(nèi)外知名汽車廠商爭相涌入中國市場，市場總規(guī)模不斷擴大。與此同時，越來越多的汽車經(jīng)銷商應(yīng)運而生，并且向著大型汽車經(jīng)銷集團化方向發(fā)展，這些主要以4S專營店模式經(jīng)營的經(jīng)銷商企業(yè)都面臨著激烈的市場競爭，并且隨著汽車產(chǎn)業(yè)產(chǎn)能過剩的現(xiàn)象日益嚴(yán)重，經(jīng)銷商企業(yè)面臨著前所未有的壓力。作為一家擁有10年發(fā)展歷程的汽車經(jīng)銷集團企業(yè)，，H公司不斷調(diào)整組織結(jié)構(gòu)和發(fā)展戰(zhàn)略，轉(zhuǎn)變經(jīng)營方式，在擴大汽車主營業(yè)務(wù)的同時，不斷拓展汽車產(chǎn)業(yè)鏈服務(wù)，培育新的盈利模式。目前，H汽車經(jīng)銷商已躋身行業(yè)前列，但是業(yè)務(wù)范圍的不斷擴展以及經(jīng)營規(guī)模的持續(xù)壯大對企業(yè)提出了更高的要求，H公司必須高度重視企業(yè)所面臨的競爭，在傳統(tǒng)銷售服務(wù)的基礎(chǔ)上，投身發(fā)展戰(zhàn)略研究，制定符合自身特點的經(jīng)營方案，不斷提高企業(yè)的核心競爭力，才能在競爭日益激烈的汽車行業(yè)中保證可持續(xù)發(fā)展。 本文主要利用波特競爭戰(zhàn)略理論的重要驗證功能和指導(dǎo)意義，首先根據(jù)波特五力分析模型，分別對H經(jīng)銷商所面臨的內(nèi)部和外部競爭環(huán)境進行分析，總結(jié)H公司所面臨的嚴(yán)峻競爭壓力；然后根據(jù)這些內(nèi)外環(huán)境的條件研究適合H汽車經(jīng)銷商的競爭戰(zhàn)略，利用波特三大基本戰(zhàn)略理論，結(jié)合在H經(jīng)銷商工作實踐與相關(guān)資料，對公司的經(jīng)營策略、業(yè)務(wù)能力進行深入分析，研究H經(jīng)銷商為實現(xiàn)在汽車行業(yè)內(nèi)的競爭優(yōu)勢所運用的競爭防御戰(zhàn)略和具體實施方案；此外，文章驗證了波特三大基本戰(zhàn)略理論并非相互矛盾的新論點，通過實例說明總成本領(lǐng)先戰(zhàn)略與差異化戰(zhàn)略是可以同時被企業(yè)所運用的，打破了波特關(guān)于三種戰(zhàn)略不可兼得的論斷。本文對H經(jīng)銷商提高核心競爭力的戰(zhàn)略研究希望能夠?qū)鴥?nèi)同處于激烈競爭的汽車經(jīng)銷商企業(yè)有一定的借鑒和參考價值。
[Abstract]:China's automobile industry has experienced more than half a century of growth and gradually matured. In recent years, China's automobile market has developed rapidly, consumers' purchasing power has been increasing, and domestic and foreign well-known automobile manufacturers are rushing into the Chinese market. The total size of the market continues to expand. At the same time, more and more automobile dealers emerge as the times require, and develop towards the direction of large-scale automobile distribution collectivization. These dealer enterprises, which mainly operate in 4S exclusive store mode, are facing fierce market competition. And with the auto industry overcapacity increasingly serious, dealer enterprises are facing unprecedented pressure. As a car distribution group company with 10 years of development, the company has constantly adjusted its organizational structure and development strategy, changed its management mode, expanded its main automobile business, and continuously expanded its automotive industry chain services at the same time. Cultivate a new profit model. At present, the automobile dealers have been in the forefront of the industry, but the continuous expansion of the business scope and the continuous expansion of the business scale put forward a higher demand for the enterprises to pay close attention to the competition faced by the enterprises. On the basis of traditional sales and service, we should devote ourselves to the research of development strategy, draw up the management plan according to our own characteristics, and constantly improve the core competitiveness of enterprises, so as to ensure the sustainable development in the increasingly competitive automobile industry. This paper mainly uses the important verification function and guiding significance of Porter's competitive strategy theory. Firstly, according to Porter's five-force analysis model, the paper analyzes the internal and external competitive environment faced by H dealers, respectively. This paper summarizes the severe competitive pressure faced by H Company, and then, according to the conditions of these internal and external environments, studies the competitive strategy suitable for H automobile dealers, and combines the three basic strategic theories of Porter with the working practice and relevant materials in H dealers. This paper analyzes the management strategy and business ability of the company deeply, studies the competition defense strategy and the concrete implementation plan of H dealer in order to realize the competitive advantage in the automobile industry. This paper verifies the new argument that Porter's three basic strategic theories are not contradictory, and proves that the total cost leading strategy and the differentiation strategy can be used by enterprises simultaneously, which breaks Porter's argument that the three strategies cannot be obtained simultaneously. This paper hopes that the strategic research on how to improve the core competence of H dealers can be used for reference and reference for domestic automobile dealers who are in fierce competition.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.471;F271

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