本文選題：4S店 + 戰(zhàn)略研究�。� 參考：《蘭州大學(xué)》2014年碩士論文

【摘要】：近年來,隨著人們對汽車需求的不斷增大,汽車4S店銷售行業(yè)也迎來了快速發(fā)展期。然而,投資者的大量涌入導(dǎo)致4S店數(shù)量急劇擴(kuò)張,使得4S店競爭日益激烈,利潤率也不斷下滑。面對激烈的競爭,汽車經(jīng)銷商急需找準(zhǔn)定位、增強(qiáng)競爭力,但更為重要的是制定企業(yè)競爭戰(zhàn)略,從而創(chuàng)建持續(xù)的競爭優(yōu)勢,企業(yè)才能健康持續(xù)的發(fā)展。本文運(yùn)用競爭戰(zhàn)略的相關(guān)理論和分析工具,提出汽車經(jīng)銷商應(yīng)充分利用企業(yè)文化、品牌信譽(yù)和創(chuàng)新能力,制定正確的競爭戰(zhàn)略,為企業(yè)的發(fā)展指明方向。 本文以普創(chuàng)寶馬為研究對象,首先對普創(chuàng)寶馬所在區(qū)域外部環(huán)境進(jìn)行PEST分析,確定了企業(yè)在區(qū)域環(huán)境中所面臨的行業(yè)競爭格局,然后再對普創(chuàng)寶馬進(jìn)行內(nèi)部環(huán)境分析,對企業(yè)資源和能力進(jìn)行論述,得到企業(yè)自身的競爭優(yōu)勢和不足,從而進(jìn)一步了解企業(yè)所面臨的問題。最后,利用SWOT矩陣進(jìn)行信息匹配分析,以及VRIO分析和成功關(guān)鍵因素分析,確定普創(chuàng)寶馬采用差異化競爭戰(zhàn)略,并制定普創(chuàng)寶馬的差異化競爭戰(zhàn)略實(shí)施和控制。 本文對普創(chuàng)寶馬目前所面臨的內(nèi)、外部環(huán)境,制定了符合普創(chuàng)寶馬實(shí)際情況的差異化競爭戰(zhàn)略。本文意義在于,將差異化競爭戰(zhàn)略理論運(yùn)用于指導(dǎo)汽車經(jīng)銷商的實(shí)際工作,將理論分析與具體工作結(jié)合起來,存在較大的實(shí)際意義。
[Abstract]:In recent years, with the increasing demand for cars, the auto 4S store sales industry also ushered in a rapid development period.However, the influx of investors led to a sharp expansion in the number of 4S stores, making 4S stores increasingly competitive and declining profit margins.In the face of fierce competition, automobile dealers urgently need to find a correct position to enhance their competitiveness, but the more important thing is to establish a competitive strategy for enterprises so as to create a sustained competitive advantage so that enterprises can develop healthily and sustainably.By using the relevant theories and analytical tools of competitive strategy, this paper puts forward that automobile dealers should make full use of corporate culture, brand reputation and innovation ability, formulate correct competitive strategy, and point out the direction for the development of enterprises.In this paper, PEST analysis is carried out on the outside environment of Pu Chong BMW, and the industry competition pattern in the regional environment is determined, and then the internal environment is analyzed.This paper discusses the resources and abilities of enterprises, obtains their own competitive advantages and disadvantages, and further understands the problems faced by enterprises.Finally, the information matching analysis of SWOT matrix, VRIO analysis and key factors analysis of success are used to determine the differential competitive strategy and to establish the implementation and control of differential competition strategy.In this paper, the internal and external environment faced by Pu Chong BMW is analyzed, and the differential competitive strategy is formulated in accordance with the actual situation of Pushan BMW.The significance of this paper is that it is of great practical significance to apply the theory of differentiated competitive strategy to the practical work of automobile dealers and to combine theoretical analysis with concrete work.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.471;F272

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本文編號：1761512