本文關(guān)鍵詞：中國重汽集團輕卡業(yè)務(wù)競爭戰(zhàn)略研究　出處：《山東大學》2014年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 中國重汽集團 輕卡業(yè)務(wù) 競爭戰(zhàn)略 差異化戰(zhàn)略

【摘要】：2012年,在國內(nèi)經(jīng)濟增長趨于緩慢,環(huán)保公告規(guī)定的出臺,汽車產(chǎn)品排放標準的實施,嚴格的燃料限制等因素,國內(nèi)商用車市場增長速度一度下滑。為了解決國內(nèi)商用車市場下行存在的問題,汽車企業(yè)使出渾身解數(shù),推陳出新,讓利促銷,升級服務(wù),與海外企業(yè)進行合作等措施層出不窮,市場上各種促銷手法頻頻出現(xiàn),但與2011年同期,除了出口繼續(xù)增長,其余的都不如去年同期。 中國重汽集團輕卡事業(yè)部建立于2010年10月,位于山東省濟南市,是中國重汽集團下屬的二級子公司,主要負責輕卡產(chǎn)品的生產(chǎn)、銷售、服務(wù)。對于輕卡行業(yè)而言,中國重汽集團輕卡事業(yè)部是一個新進入者,在激烈的競爭局勢下,制定出一個適合中國重汽輕卡事業(yè)部的競爭戰(zhàn)略,以使獲得優(yōu)勢的競爭地位是一件有意義和緊迫的事情。 本論文是通過對中國重汽集團輕卡業(yè)務(wù)內(nèi)外部環(huán)境進行分析研究以及研讀輕卡行業(yè)相關(guān)文獻資料的基礎(chǔ)之上,通過運用波特的競爭戰(zhàn)略的相關(guān)理論和中國重汽集團輕卡業(yè)務(wù)的現(xiàn)階段生產(chǎn)經(jīng)營現(xiàn)狀進行分析后提出了自己的看法。首先本文對戰(zhàn)略管理的理論和發(fā)展過程進行了梳理,又介紹了波特的競爭戰(zhàn)略理論、藍海戰(zhàn)略和核心競爭力的相關(guān)內(nèi)容。其次圍繞中國重汽集團輕卡業(yè)務(wù)競爭戰(zhàn)略這一核心問題,對輕卡業(yè)務(wù)外部環(huán)境進行了分析,從宏觀和行業(yè)環(huán)境等方面進行了闡述,明確了輕卡行業(yè)競爭現(xiàn)狀,找出了外部的機會和威脅；再對內(nèi)部環(huán)境進行分析,分析自身所擁有的優(yōu)勢和劣勢；最后,在內(nèi)外部環(huán)境分析的基礎(chǔ)上提出中國重汽集團輕卡業(yè)務(wù)的競爭戰(zhàn)略——差異化戰(zhàn)略,并提出中國重汽集團輕卡業(yè)務(wù)差異化戰(zhàn)略實施的途徑,具體包括：差異化戰(zhàn)略選擇的合理性分析、實施差異化戰(zhàn)略的具體內(nèi)涵、差異化戰(zhàn)略的保障措施。結(jié)合中國重汽集團輕卡業(yè)務(wù)的自身現(xiàn)狀提出為差異化戰(zhàn)略實施的保障措施,具體包括：組織結(jié)構(gòu)建設(shè)、人力資源開發(fā)、并購、內(nèi)部協(xié)同、核心競爭力的管理、風險應(yīng)對和創(chuàng)新管理。 本文運用五種力量模型分析、價值鏈分析、SWOT分析等方法,旨在探索中國重汽集團輕卡業(yè)務(wù)的競爭戰(zhàn)略問題。同時引入藍海戰(zhàn)略、核心競爭力等戰(zhàn)略理論知識,充實了中國重汽集團輕卡業(yè)務(wù)差異化戰(zhàn)略的內(nèi)涵及實現(xiàn)措施。文中還對中國重汽集團輕卡業(yè)務(wù)的主要競爭對手的資料進行收集和整理,綜合分析中高端輕卡市場的環(huán)境,比較兩者之間的內(nèi)部資源和能力,為中國重汽集團輕卡業(yè)務(wù)差異化戰(zhàn)略實施的可行性提供支持。本文分析了輕卡行業(yè)內(nèi)部市場競爭格局和競爭手段,從另一個方面闡述輕卡行業(yè)競爭現(xiàn)狀,并吸取成功的經(jīng)驗尋求競爭戰(zhàn)略實施的途徑和實施競爭戰(zhàn)略的保障措施。論文具有較強操作性,對中國重汽集團輕卡事業(yè)部的市場競爭具有借鑒意義,能夠有力地促進其業(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.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.471;F271

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