中國重汽天然氣重卡業(yè)務(wù)競爭戰(zhàn)略研究
發(fā)布時間：2018-11-12 09:58
【摘要】：節(jié)能環(huán)保日益受到重視,汽車燃油費(fèi)用不斷上漲,在這種情況下天然氣重卡的地位越來越高,受到全國各地越來越多重型汽車用戶的青睞。各大重卡生產(chǎn)商意識到天然氣重卡的廣闊市場前景,積極投入到生產(chǎn)天然氣重卡的行列,加大對天然氣重卡的投資力度,它們在積極引進(jìn)國外先進(jìn)技術(shù)的同時,不斷加強(qiáng)自身技術(shù)的提升。在中國市場上,天然氣重卡的競爭日益激烈,因此,每個天然氣重卡生產(chǎn)商都開始思考如何在競爭中生存下去,中國重汽也不例外,對中國重汽天然氣重卡業(yè)務(wù)競爭戰(zhàn)略的研究和設(shè)計是非常有必要的,也是非常有意義的。 在天然氣重卡市場,中國重汽集團(tuán)面臨巨大的競爭壓力：不僅是競爭對手較多,而且還有強(qiáng)勁對手。本文主要是在競爭理論的基礎(chǔ)上,利用五力模型對國內(nèi)、國際天然氣重卡行業(yè)現(xiàn)狀進(jìn)行分析,并利用SWOT分析法分析中國重汽天然氣重卡的優(yōu)勢與劣勢、機(jī)會與威脅,得出了中國重汽天然氣重卡業(yè)務(wù)最適用的是差異化競爭戰(zhàn)略。如：在產(chǎn)品技術(shù)方面,重汽可以采用新的整體漲斷技術(shù)增加缸蓋的整體剛性并降低振動減少噪音。服務(wù)水平方面打破現(xiàn)有的分區(qū)弊端,實現(xiàn)“中央集權(quán)”。營銷能力方面,加強(qiáng)與下游的產(chǎn)業(yè)結(jié)合等以增強(qiáng)營銷能力。在品牌建設(shè)方面,沖破現(xiàn)有的都在區(qū)域內(nèi)進(jìn)行宣傳的潛在觀念,擴(kuò)大宣傳區(qū)域,結(jié)合網(wǎng)絡(luò),實現(xiàn)品牌的宣傳的差異化等。并結(jié)合中國重汽的實際情況,提出了競爭戰(zhàn)略實施的強(qiáng)有力的保障措施,如：重塑企業(yè)文化氛圍、強(qiáng)化人力資源管理、加強(qiáng)對公司員工技能的培訓(xùn)、增強(qiáng)企業(yè)創(chuàng)新能力、加強(qiáng)財務(wù)保障等。該戰(zhàn)略能夠促進(jìn)中國重汽天然氣重卡業(yè)務(wù)的發(fā)展并提升重汽自身的競爭力,以使中國重汽天然氣重卡業(yè)務(wù)迅速發(fā)展。 目前對于產(chǎn)品競爭戰(zhàn)略的研究,基本上是基于成熟期的產(chǎn)品進(jìn)行研究,是對產(chǎn)品競爭戰(zhàn)略的總結(jié)與概括。本文是對開發(fā)及成長期的產(chǎn)品進(jìn)行競爭戰(zhàn)略研究,是對產(chǎn)品競爭戰(zhàn)略的分析及提前規(guī)劃,對于企業(yè)業(yè)務(wù)之后的發(fā)展具有一定的指導(dǎo)意義。本文立足于中國重汽天然氣重卡的競爭優(yōu)勢來確定其競爭戰(zhàn)略,而不僅僅從產(chǎn)品的實施理論的角度進(jìn)行研究,另外,本文對競爭戰(zhàn)略的實施進(jìn)行分析并提出相應(yīng)的策略建議,這些策略針對性強(qiáng),極具可操作性。
[Abstract]:Energy saving and environmental protection are paid more and more attention to, and fuel consumption is increasing. In this case, the status of heavy gas truck is becoming more and more high, and it is favored by more and more heavy duty vehicle users all over the country. Aware of the broad market prospects of natural gas heavy trucks, the major heavy truck manufacturers have actively invested in the production of natural gas heavy trucks and increased their investment in natural gas heavy trucks. They are actively introducing advanced foreign technology at the same time. Constantly strengthen their own technical upgrading. In the Chinese market, the competition for heavy gas trucks is becoming increasingly fierce. Therefore, every natural gas heavy truck producer is beginning to think about how to survive in the competition, and China heavy Auto is no exception. It is very necessary and meaningful to study and design the competition strategy of China heavy Gas truck. In the gas heavy truck market, China heavy Auto Group is facing great competition pressure: not only more competitors, but also strong competitors. On the basis of competition theory, this paper analyzes the current situation of domestic and international natural gas heavy truck industry by using five forces model, and analyzes the advantages and disadvantages, opportunities and threats of China heavy gas truck by SWOT analysis. It is concluded that the most suitable for the heavy gas business of China heavy Auto is the differentiated competitive strategy. For example, in terms of product technology, the new integral bulging technology can be used to increase the overall rigidity of the cylinder head and reduce vibration and noise. The service level breaks the existing district malpractice, realizes "centralization". In the aspect of marketing ability, we should strengthen the combination with downstream industries to enhance marketing ability. In the aspect of brand construction, it breaks through the existing latent concept of propaganda in the region, expands the propaganda area, combines the network, and realizes the difference of brand propaganda. Combined with the actual situation of China heavy Auto, this paper puts forward the strong safeguard measures for the implementation of competitive strategy, such as reshaping the enterprise culture atmosphere, strengthening the human resource management, strengthening the training of the company's employees' skills, and enhancing the enterprise's innovation ability. Strengthen financial security, etc. The strategy can promote the development of CNAC's heavy gas business and enhance its own competitiveness, so that it can develop rapidly. At present, the research of product competition strategy is basically based on mature product, is the summary and summary of product competition strategy. This paper is to study the competitive strategy of the product in the development and growth period, and to analyze and plan the product competition strategy in advance, which has certain guiding significance for the development of the business after the enterprise. This paper is based on the competitive advantage of China heavy Gas truck to determine its competitive strategy, not only from the point of view of the product implementation theory, in addition, this paper analyzes the implementation of the competitive strategy and puts forward the corresponding strategy recommendations. These strategies have strong pertinence and maneuverability.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.471;F272
本文編號：2326779
[Abstract]:Energy saving and environmental protection are paid more and more attention to, and fuel consumption is increasing. In this case, the status of heavy gas truck is becoming more and more high, and it is favored by more and more heavy duty vehicle users all over the country. Aware of the broad market prospects of natural gas heavy trucks, the major heavy truck manufacturers have actively invested in the production of natural gas heavy trucks and increased their investment in natural gas heavy trucks. They are actively introducing advanced foreign technology at the same time. Constantly strengthen their own technical upgrading. In the Chinese market, the competition for heavy gas trucks is becoming increasingly fierce. Therefore, every natural gas heavy truck producer is beginning to think about how to survive in the competition, and China heavy Auto is no exception. It is very necessary and meaningful to study and design the competition strategy of China heavy Gas truck. In the gas heavy truck market, China heavy Auto Group is facing great competition pressure: not only more competitors, but also strong competitors. On the basis of competition theory, this paper analyzes the current situation of domestic and international natural gas heavy truck industry by using five forces model, and analyzes the advantages and disadvantages, opportunities and threats of China heavy gas truck by SWOT analysis. It is concluded that the most suitable for the heavy gas business of China heavy Auto is the differentiated competitive strategy. For example, in terms of product technology, the new integral bulging technology can be used to increase the overall rigidity of the cylinder head and reduce vibration and noise. The service level breaks the existing district malpractice, realizes "centralization". In the aspect of marketing ability, we should strengthen the combination with downstream industries to enhance marketing ability. In the aspect of brand construction, it breaks through the existing latent concept of propaganda in the region, expands the propaganda area, combines the network, and realizes the difference of brand propaganda. Combined with the actual situation of China heavy Auto, this paper puts forward the strong safeguard measures for the implementation of competitive strategy, such as reshaping the enterprise culture atmosphere, strengthening the human resource management, strengthening the training of the company's employees' skills, and enhancing the enterprise's innovation ability. Strengthen financial security, etc. The strategy can promote the development of CNAC's heavy gas business and enhance its own competitiveness, so that it can develop rapidly. At present, the research of product competition strategy is basically based on mature product, is the summary and summary of product competition strategy. This paper is to study the competitive strategy of the product in the development and growth period, and to analyze and plan the product competition strategy in advance, which has certain guiding significance for the development of the business after the enterprise. This paper is based on the competitive advantage of China heavy Gas truck to determine its competitive strategy, not only from the point of view of the product implementation theory, in addition, this paper analyzes the implementation of the competitive strategy and puts forward the corresponding strategy recommendations. These strategies have strong pertinence and maneuverability.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.471;F272
【參考文獻(xiàn)】
相關(guān)期刊論文 前5條
1 項保華;馬文良;;企業(yè)戰(zhàn)略能力DELTA模型[J];企業(yè)管理;2009年06期
2 崔曉箏;;淺析技術(shù)創(chuàng)新在提升國企競爭力方面的作用[J];企業(yè)經(jīng)濟(jì);2009年08期
3 畢偉;;LNG汽車應(yīng)用可行性及技術(shù)路徑研究[J];上海煤氣;2011年01期
4 鄔學(xué)斌;;新能源汽車的發(fā)展之路[J];專用汽車;2011年07期
5 王小民;左伏桃;;天然氣重卡:中國重卡的綠色未來[J];專用汽車;2011年07期
，本文編號：2326779
本文鏈接：http://sikaile.net/jingjilunwen/gongyejingjilunwen/2326779.html
最近更新
教材專著
