本文選題：冷藏保溫車 + 戰(zhàn)略��； 參考：《華南理工大學》2014年碩士論文

【摘要】：從政策導向和行業(yè)前景來看，國內(nèi)冷車市場有極大發(fā)展空間。然而，，受我國冷藏運輸業(yè)服務水平低的制約，國內(nèi)冷藏保溫車市場結構發(fā)展極為不均衡，中小型改裝冷車市場穩(wěn)定發(fā)展，而大型冷藏保溫半掛車市場遲遲未能啟動。冷車市場進入門檻低，以冷車為主業(yè)的企業(yè)規(guī)模都不大，部分企業(yè)常年處于盈虧平衡點附近。產(chǎn)品同質(zhì)化程度高，毛利低。 ZJ集團是國內(nèi)最大的物流裝備制造集團，業(yè)務范圍包括集裝箱，專用車，罐式儲運裝備，空港設備等，在國內(nèi)外生產(chǎn)、營銷布局和制造產(chǎn)業(yè)運營方面具有豐富經(jīng)驗。自2003年進入冷藏保溫車領域以來，ZJ集團已成為國內(nèi)領先供應商。ZJ集團有意加快培育國內(nèi)冷車業(yè)務，抓住市場機遇，擴大國內(nèi)市場份額；同時憑借成本優(yōu)勢在國際市場尋求機會。 本文以ZJ集團冷藏保溫車業(yè)務為研究對象，運用PEST分析和波特五力競爭模型分析等工具，對該業(yè)務所面臨的內(nèi)外部環(huán)境展開全方位系統(tǒng)分析，識別外部機會與威脅，判斷內(nèi)部優(yōu)勢與劣勢，并在此基礎上運用SWOT矩陣分析對冷藏保溫車競爭戰(zhàn)略進行了選擇，提出了其戰(zhàn)略意圖，宗旨，戰(zhàn)略定位及未來三年戰(zhàn)略目標，進而確定了戰(zhàn)略實施策略。 本文認為，在國內(nèi)市場，ZJ集團應致力于做強做大冷藏保溫車業(yè)務，通過進一步優(yōu)化組織架構，提升核心骨干的積極性；同時宜采用差異化的產(chǎn)品和服務戰(zhàn)略，逐步嘗試開展二手廂體回購和融資租賃業(yè)務，擴大市場份額，成為一流的冷藏保溫車供應商；在北美市場，則宜采用成本領先戰(zhàn)略，優(yōu)化CKD模式成本，實現(xiàn)盈利。
[Abstract]:From the policy-oriented and industry prospects, the domestic cold car market has a great space for development. However, due to the low service level of refrigerated transportation industry in China, the market structure of domestic refrigerated heat preservation vehicle is very uneven, the market of small and medium-sized refitted cold truck is developing steadily, and the market of large refrigerated heat preservation semi-trailer has not been started yet. Cold car market entry threshold is low, cold car as the main business enterprise scale is not large, some enterprises are in the profit and loss breakeven point. The product homogenization degree is high, the gross profit is low. ZJ Group is the largest logistics equipment manufacturing group in China. Its business scope includes containers, special vehicles, tank storage and transportation equipment, airport equipment and so on. It has rich experience in production, marketing layout and manufacturing industry operation at home and abroad. Since its entry into the field of refrigerated and insulated vehicles in 2003, ZJ Group has become a leading domestic supplier. ZJ Group intends to speed up the development of domestic cold car business, seize market opportunities, expand domestic market share, and seek opportunities in the international market by virtue of cost advantages. In this paper, ZJ Group refrigerated heat preservation vehicle business as the research object, using PEST analysis and Porter five forces competition model analysis tools, the business of the internal and external environment facing a comprehensive system analysis, to identify external opportunities and threats. Based on the analysis of SWOT matrix, the competitive strategy of refrigerated heat preservation vehicle is selected, and its strategic intention, purpose, strategic orientation and strategic goal in the next three years are put forward, and then the strategy implementation strategy is determined. This paper holds that ZJ Group should make great efforts to strengthen the refrigerated and thermal insulation vehicle business in the domestic market, improve the enthusiasm of the core backbone by further optimizing the organizational structure, and adopt a differentiated product and service strategy, at the same time, it is appropriate to adopt a differentiated product and service strategy. In order to expand the market share and become a first-class supplier of refrigerated heat preservation vehicle, the cost leading strategy should be adopted in North American market to optimize the cost of CKD model and realize profit.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F272;F426.4

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本文編號：1934778