本文關(guān)鍵詞：NJ汽車銷售公司的發(fā)展戰(zhàn)略研究　出處：《安徽大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 汽車銷售公司 戰(zhàn)略決策 實(shí)施與控制

【摘要】：隨著汽車時代到來給汽車銷售公司帶來機(jī)遇的同時,也使得我國汽車銷售面臨前景廣闊但也存在很多挑戰(zhàn),因此,探討汽車銷售公司的市場戰(zhàn)略已經(jīng)成為NJ汽車銷售公司面臨的主題。 本文運(yùn)用企業(yè)戰(zhàn)略管理相關(guān)理論和方法,對NJ汽車銷售公司的市場戰(zhàn)略做研究。首先,回顧了戰(zhàn)略管理理論和戰(zhàn)略分析、決策、實(shí)施和控制理論,為分析NJ汽車銷售公司的市場戰(zhàn)略做好理論準(zhǔn)備。 第二,分析NJ汽車銷售公司外部環(huán)境,得出公司面臨主要機(jī)會是經(jīng)濟(jì)的持續(xù)快速增長帶巨大發(fā)展空間,國家相繼頒布了相關(guān)政策來刺激消費(fèi),政府對汽車市場和消費(fèi)的大力支持政策,相關(guān)配套政策汽車消費(fèi)措施支持了汽車市場發(fā)展,消費(fèi)結(jié)構(gòu)由家電消費(fèi)等走向汽車和住房消費(fèi),居民追求出行舒適化、快捷化,汽車消費(fèi)人群擴(kuò)大,汽車消費(fèi)環(huán)境改善。主要威脅是外資同行業(yè)巨頭進(jìn)入加劇競爭、汽車后市場專業(yè)技術(shù)人才緊缺、供應(yīng)商討價還價能力壓力大,國家的環(huán)保政策要求也越來越高,就業(yè)觀念和人口低速增長導(dǎo)致招工難等。 第三,通過對NJ汽車銷售公司的內(nèi)部環(huán)境分析,得出公司主要優(yōu)勢是品牌效應(yīng)、制度完備、員工隊伍、營銷網(wǎng)絡(luò)、擁有20多家子公司形成的協(xié)同效應(yīng)。主要劣勢是資本規(guī)模有限、在市場價值鏈體系中一體化服務(wù)能力弱、贏利能力不足、戰(zhàn)略規(guī)劃不太明晰、服務(wù)技術(shù)人才欠缺等。 第四,在以上分析的基礎(chǔ)上運(yùn)用SWOT分析法構(gòu)建NJ汽車銷售公司的市場的發(fā)展戰(zhàn)略,并篩選出公司的戰(zhàn)略選擇是擴(kuò)張性的SO戰(zhàn)略方向,為了公司落實(shí)擴(kuò)張性的SO戰(zhàn)略,進(jìn)一步分析NJ公司結(jié)合自身優(yōu)勢與面臨機(jī)遇,同時必須避開面對外部市場威脅和公司自身的劣勢,通過分析汽車銷售市場價值鏈體系“整車銷售業(yè)務(wù)--汽車后業(yè)務(wù)(汽保行業(yè)、汽車IT行業(yè)、汽車養(yǎng)護(hù)行業(yè)、汽車文化及汽車運(yùn)動行業(yè))、汽車金融行業(yè)、汽車維修及配件行業(yè)、二手車及汽車租賃行業(yè)、汽車檢測業(yè)務(wù),等”,得出NJ公司避開銷售整車的激烈環(huán)節(jié),專注于汽車后業(yè)務(wù)環(huán)節(jié)中的“汽車租賃業(yè)務(wù)—二手車業(yè)務(wù)—汽車檢測業(yè)務(wù)”。 最后,提出實(shí)施汽車后市場的措施,以及落實(shí)該措施的控制手段,提出了NJ汽車銷售公司市場戰(zhàn)略實(shí)施措施、實(shí)施戰(zhàn)略保障措施。
[Abstract]:With the coming of automobile era, opportunities for automobile sales companies are also brought. Meanwhile, China's auto sales are facing broad prospects, but there are still many challenges. Therefore, exploring the marketing strategy of automobile sales companies has become the theme of NJ automobile sales companies.
Based on the theory and method of enterprise strategic management, this paper studies the marketing strategy of NJ automobile sales company. First, it reviews the theory of strategic management and strategic analysis, decision-making, implementation and control theory, so as to make a theoretical preparation for analyzing the marketing strategy of NJ automobile sales company.
Second, analysis of NJ automobile sales company external environment, the main chance that the company is facing rapid economic growth with a huge space for development, the state promulgated relevant policies to stimulate consumption, the government of the automobile market and consumer support policy, policy measures supporting the political support of automobile consumption of the automobile market development, the consumption structure by household appliances to the car consumption and housing consumption, residents travel the pursuit of comfortable, fast cars, the expansion of consumer groups, the automobile consumption environment is improved. The main threat is the foreign industry giants to enter the competition, after the car market of professional and technical personnel shortage, the supplier bargaining power pressure, the national environmental protection policy requirements are increasingly high, the concept of employment and population growth leads to low recruitment difficulties.
Third, through the NJ car sales company's internal environment analysis, the main advantage of the company's brand, complete system, staff, marketing network, has the synergistic effect of more than 20 subsidiaries formed. The main disadvantage is the limited size of the market in the capital, value chain system integration service ability is weak, lack of profitability, strategic planning too clear, the lack of service and technical personnel.
Fourth, on the basis of the above analysis using SWOT analysis method to build the development strategy of NJ automobile sales company in the market, and selected the company's strategic choice is the expansion of SO strategic direction, in order to implement the expansion of the company's SO strategy, further analysis of NJ company with its own advantages and opportunities, and must avoid facing the external market the threat and the company's own weaknesses, through the analysis of automobile sales market value chain system of car sales -- automobile business (auto industry, automotive IT industry, automobile maintenance industry, automobile industry and automobile culture movement), auto finance, auto repair and parts industry, second-hand cars and car rental industry, vehicle inspection business so, "link that NJ company to avoid fierce sales, focus on the car after the business part of the car rental business, second-hand car business, auto testing business."
Finally, it puts forward the measures to implement the automotive aftermarket and the control measures to implement the measures, and puts forward the implementation strategies of NJ automobile sales company, and implements the strategic safeguard measures.

【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.471

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