本文關(guān)鍵詞：中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)競(jìng)爭(zhēng)戰(zhàn)略研究　出處：《山東大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：2012年,在國(guó)內(nèi)經(jīng)濟(jì)增長(zhǎng)趨于緩慢,環(huán)保公告規(guī)定的出臺(tái),汽車(chē)產(chǎn)品排放標(biāo)準(zhǔn)的實(shí)施,嚴(yán)格的燃料限制等因素,國(guó)內(nèi)商用車(chē)市場(chǎng)增長(zhǎng)速度一度下滑。為了解決國(guó)內(nèi)商用車(chē)市場(chǎng)下行存在的問(wèn)題,汽車(chē)企業(yè)使出渾身解數(shù),推陳出新,讓利促銷(xiāo),升級(jí)服務(wù),與海外企業(yè)進(jìn)行合作等措施層出不窮,市場(chǎng)上各種促銷(xiāo)手法頻頻出現(xiàn),但與2011年同期,除了出口繼續(xù)增長(zhǎng),其余的都不如去年同期。 中國(guó)重汽集團(tuán)輕卡事業(yè)部建立于2010年10月,位于山東省濟(jì)南市,是中國(guó)重汽集團(tuán)下屬的二級(jí)子公司,主要負(fù)責(zé)輕卡產(chǎn)品的生產(chǎn)、銷(xiāo)售、服務(wù)。對(duì)于輕卡行業(yè)而言,中國(guó)重汽集團(tuán)輕卡事業(yè)部是一個(gè)新進(jìn)入者,在激烈的競(jìng)爭(zhēng)局勢(shì)下,制定出一個(gè)適合中國(guó)重汽輕卡事業(yè)部的競(jìng)爭(zhēng)戰(zhàn)略,以使獲得優(yōu)勢(shì)的競(jìng)爭(zhēng)地位是一件有意義和緊迫的事情。 本論文是通過(guò)對(duì)中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)內(nèi)外部環(huán)境進(jìn)行分析研究以及研讀輕卡行業(yè)相關(guān)文獻(xiàn)資料的基礎(chǔ)之上,通過(guò)運(yùn)用波特的競(jìng)爭(zhēng)戰(zhàn)略的相關(guān)理論和中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)的現(xiàn)階段生產(chǎn)經(jīng)營(yíng)現(xiàn)狀進(jìn)行分析后提出了自己的看法。首先本文對(duì)戰(zhàn)略管理的理論和發(fā)展過(guò)程進(jìn)行了梳理,又介紹了波特的競(jìng)爭(zhēng)戰(zhàn)略理論、藍(lán)海戰(zhàn)略和核心競(jìng)爭(zhēng)力的相關(guān)內(nèi)容。其次圍繞中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)競(jìng)爭(zhēng)戰(zhàn)略這一核心問(wèn)題,對(duì)輕卡業(yè)務(wù)外部環(huán)境進(jìn)行了分析,從宏觀和行業(yè)環(huán)境等方面進(jìn)行了闡述,明確了輕卡行業(yè)競(jìng)爭(zhēng)現(xiàn)狀,找出了外部的機(jī)會(huì)和威脅；再對(duì)內(nèi)部環(huán)境進(jìn)行分析,分析自身所擁有的優(yōu)勢(shì)和劣勢(shì)；最后,在內(nèi)外部環(huán)境分析的基礎(chǔ)上提出中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)的競(jìng)爭(zhēng)戰(zhàn)略——差異化戰(zhàn)略,并提出中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)差異化戰(zhàn)略實(shí)施的途徑,具體包括：差異化戰(zhàn)略選擇的合理性分析、實(shí)施差異化戰(zhàn)略的具體內(nèi)涵、差異化戰(zhàn)略的保障措施。結(jié)合中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)的自身現(xiàn)狀提出為差異化戰(zhàn)略實(shí)施的保障措施,具體包括：組織結(jié)構(gòu)建設(shè)、人力資源開(kāi)發(fā)、并購(gòu)、內(nèi)部協(xié)同、核心競(jìng)爭(zhēng)力的管理、風(fēng)險(xiǎn)應(yīng)對(duì)和創(chuàng)新管理。 本文運(yùn)用五種力量模型分析、價(jià)值鏈分析、SWOT分析等方法,旨在探索中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)的競(jìng)爭(zhēng)戰(zhàn)略問(wèn)題。同時(shí)引入藍(lán)海戰(zhàn)略、核心競(jìng)爭(zhēng)力等戰(zhàn)略理論知識(shí),充實(shí)了中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)差異化戰(zhàn)略的內(nèi)涵及實(shí)現(xiàn)措施。文中還對(duì)中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)的主要競(jìng)爭(zhēng)對(duì)手的資料進(jìn)行收集和整理,綜合分析中高端輕卡市場(chǎng)的環(huán)境,比較兩者之間的內(nèi)部資源和能力,為中國(guó)重汽集團(tuán)輕卡業(yè)務(wù)差異化戰(zhàn)略實(shí)施的可行性提供支持。本文分析了輕卡行業(yè)內(nèi)部市場(chǎng)競(jìng)爭(zhēng)格局和競(jìng)爭(zhēng)手段,從另一個(gè)方面闡述輕卡行業(yè)競(jìng)爭(zhēng)現(xiàn)狀,并吸取成功的經(jīng)驗(yàn)尋求競(jìng)爭(zhēng)戰(zhàn)略實(shí)施的途徑和實(shí)施競(jìng)爭(zhēng)戰(zhàn)略的保障措施。論文具有較強(qiáng)操作性,對(duì)中國(guó)重汽集團(tuán)輕卡事業(yè)部的市場(chǎng)競(jìng)爭(zhēng)具有借鑒意義,能夠有力地促進(jìn)其業(yè)務(wù)健康、快速、持續(xù)發(fā)展。
[Abstract]:In 2012, the domestic economic growth tended to slow, environmental protection announcement issued, the implementation of emission standards for automotive products, strict fuel restrictions and other factors. Domestic commercial vehicle market growth rate once declined. In order to solve the domestic commercial vehicle market downlink problems, automotive enterprises to do everything possible, to promote the old, to promote and upgrade services. Cooperation with overseas enterprises and other measures emerge one after another, and various marketing methods frequently appear in the market, but in the same period of 2011, except for the continued growth of exports, the rest are not as good as the same period last year. Founded in October 2010, China heavy Auto Group is located in Jinan, Shandong Province, is a subsidiary of China heavy Auto Group, mainly responsible for the production and sales of light truck products. Service. For the light truck industry, China heavy Auto Group Light truck Division is a new entrant, in the fierce competition situation, to formulate a suitable China heavy truck light truck business division of the competition strategy. It is a matter of sense and urgency to gain a competitive position of advantage. This paper is based on the analysis of the internal and external environment of the light truck business of China heavy Auto Group and the reading of the relevant documents of the light truck industry. Based on the analysis of the current production and management situation of the light truck business of China heavy Auto Group, the author puts forward his own views on the theory and development process of the strategic management by using the relevant theories of Porter's competitive strategy and the current production and management situation of the light truck business of China heavy Auto Group. Combed. It also introduces Porter's theory of competition strategy, blue sea strategy and related contents of core competence. Secondly, it analyzes the external environment of light truck business around the core problem of China heavy Auto Group Light truck Business Competition Strategy. From the macro and industry environment, this paper expounds the competition status of light truck industry, and finds out the external opportunities and threats. Then the internal environment is analyzed, and the advantages and disadvantages of the internal environment are analyzed. Finally, on the basis of the analysis of internal and external environment, the paper puts forward the competitive strategy-differentiation strategy of the light truck business of China heavy Auto Group, and puts forward the ways to implement the differentiated strategy of the light truck business of China heavy Auto Group. Including: the rationality of the choice of differentiation strategy analysis, the implementation of the specific connotation of differentiation strategy. Combined with the current situation of the light truck business of China heavy Auto Group, this paper puts forward the safeguard measures for the implementation of the differentiation strategy, including: organizational structure construction, human resources development, mergers and acquisitions. Internal collaboration, core competence management, risk management and innovation management. This paper uses five kinds of strength model analysis, value chain analysis and SWOT analysis to explore the competitive strategy of the light truck business of China heavy Auto Group. At the same time, the blue sea strategy is introduced. Core competence and other strategic theoretical knowledge. It enriches the connotation and realization measures of the differentiated strategy of the light truck business of China heavy Auto Group. The paper also collects and collates the data of the main competitors of the light truck business of the China heavy Auto Group. Comprehensive analysis of the high-end light truck market environment, compare the internal resources and capabilities between the two. To provide support for the feasibility of implementing the differentiated strategy of light truck business of China heavy Auto Group. This paper analyzes the internal market competition pattern and competitive means of light truck industry, and expounds the current situation of competition in light truck industry from another aspect. And draw on the successful experience to find the way to implement the competition strategy and the implementation of the competition strategy protection measures. The paper has a strong operability, which has reference significance for the market competition of China heavy Auto Group Light truck Division. To be able to promote the healthy, rapid and sustainable development of its business.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.471;F271

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