本文選題：汽車　切入點(diǎn)：經(jīng)營策略　出處：《吉林大學(xué)》2015年碩士論文

【摘要】：一汽集團(tuán)俄羅斯分公司作為一汽集團(tuán)在俄羅斯辦事處，負(fù)責(zé)車輛進(jìn)口、銷售、售后、銷售服務(wù)網(wǎng)絡(luò)的開發(fā)及維護(hù)、二級(jí)代理的監(jiān)督管理等工作。主要經(jīng)營包括J5P，J6系列在內(nèi)的重型卡車，其中牽引車和自卸車為主要產(chǎn)品。同國內(nèi)在俄羅斯的汽車企業(yè)相比，擁有一定競爭力，但就自身運(yùn)營情況與工業(yè)發(fā)達(dá)國家企業(yè)相比，確實(shí)也存在著許多不足。本文旨在通過分析一汽集團(tuán)俄羅斯分公司的經(jīng)營現(xiàn)狀，找出企業(yè)現(xiàn)階段存在的問題，進(jìn)行深入的研究分析并提出更適合公司發(fā)展的經(jīng)營策略。 開篇第一章介紹了一汽集團(tuán)的發(fā)展歷史，一汽集團(tuán)是新中國的工業(yè)搖籃，在中國工業(yè)發(fā)展史上留下了不可磨滅的印記。如今一汽集團(tuán)產(chǎn)品全面覆蓋重卡、中卡、輕型車、乘用車、專用車等領(lǐng)域。隨著產(chǎn)品全球化和企業(yè)全球化的發(fā)展，一汽集團(tuán)加大研發(fā)力度，積極開拓海外市場(chǎng)。俄羅斯為集團(tuán)戰(zhàn)略重點(diǎn)市場(chǎng)，并與2007年成立一汽集團(tuán)俄羅斯辦事處，即一汽集團(tuán)俄羅斯分公司。作者通過在一汽集團(tuán)俄羅斯分公司工作三年的機(jī)會(huì)，，不斷加深對(duì)公司的了解，搜集相關(guān)資料，結(jié)合企業(yè)自身及外部關(guān)鍵因素對(duì)公司運(yùn)營情況進(jìn)行分析，提出現(xiàn)階段存在的問題，提出解決方案，制定更適合公司發(fā)展的新的經(jīng)營戰(zhàn)略。 論文第2章，分析了一汽集團(tuán)俄羅斯分公司的經(jīng)營現(xiàn)狀。并對(duì)存在的問題進(jìn)行分析。 通過分析，找出企業(yè)存在如下問題：諸如企業(yè)缺乏戰(zhàn)略相應(yīng)的意識(shí)；產(chǎn)品質(zhì)量有待于提高；產(chǎn)品利潤微�。粻I銷網(wǎng)絡(luò)和售后服務(wù)體系建設(shè)有待完善；對(duì)市場(chǎng)、經(jīng)銷商、服務(wù)商及客戶信息的把握相對(duì)薄弱，消弱了世行滲透力；經(jīng)營風(fēng)險(xiǎn)存在；經(jīng)營效率低等問題。這些問題都是顯而易見且很大程度上影響企業(yè)發(fā)展的關(guān)鍵因素。分析出產(chǎn)生以上問題的原因：企業(yè)自身實(shí)力不強(qiáng)；研發(fā)能力弱，技術(shù)水平落后；缺少高附加值零部件自主產(chǎn)品；公司創(chuàng)立之初缺少長期的市場(chǎng)戰(zhàn)略。 論文第3章，對(duì)宏觀環(huán)境進(jìn)行分析，包括政治、經(jīng)濟(jì)、社會(huì)和技術(shù)因素；通過EFE矩陣、IFE矩陣對(duì)公司外部環(huán)境和內(nèi)部環(huán)境進(jìn)行分析；找出企業(yè)自身優(yōu)勢(shì)、弱點(diǎn)、機(jī)會(huì)與威脅，并進(jìn)行分析，得出公司SO戰(zhàn)略、WO戰(zhàn)略、ST戰(zhàn)略和WT戰(zhàn)略。 論文第4章，根據(jù)上一章SWOT分析得出的結(jié)論，結(jié)合實(shí)際經(jīng)營狀況對(duì)一汽集團(tuán)俄羅斯分公司提出以下經(jīng)營目標(biāo)：提高授權(quán)代理及終端用戶的品牌忠誠度；產(chǎn)品技術(shù)改進(jìn)；保千量市場(chǎng)；持續(xù)增長；注重員工發(fā)展、提升團(tuán)隊(duì)領(lǐng)導(dǎo)力。在經(jīng)營目標(biāo)的基礎(chǔ)上制定一汽集團(tuán)俄羅斯分公司的經(jīng)營戰(zhàn)略：搶占市場(chǎng)份額；實(shí)現(xiàn)本地化生產(chǎn)；建立戰(zhàn)略聯(lián)盟，提高企業(yè)軟實(shí)力；強(qiáng)化企業(yè)風(fēng)險(xiǎn)管理；提高銷售渠道拓展力；做好市場(chǎng)調(diào)研；提高職工待遇福利；員工發(fā)展、團(tuán)隊(duì)領(lǐng)導(dǎo)力提升。 針對(duì)以上經(jīng)營策略，一汽集團(tuán)俄羅斯分公司經(jīng)營策略實(shí)施的保障措施如下：加強(qiáng)公司品牌建設(shè)；以產(chǎn)品質(zhì)量作為核心競爭力；完備售后服務(wù)體系；根據(jù)俄羅斯法律規(guī)定，做好隨車手冊(cè)等技術(shù)文件的準(zhǔn)備工作；加強(qiáng)溝通交流，借鑒經(jīng)驗(yàn)教訓(xùn)；加強(qiáng)企業(yè)文化建設(shè)。
[Abstract]:FAW Group Company of FAW Group in Russia as Russia's office, responsible for the import of vehicles, sales, customer service, development and maintenance of sales service network, two agents of the supervision and management work. The main business includes J5P, J6 series, heavy truck, the tractor and truck as the main products. With the domestic in Russia auto industry and have a certain competitiveness, but their operating conditions compared with industrial enterprises in developed countries, it also has many disadvantages. This paper aims to analyze the operating status of the Russian branch of the FAW Group, find out the existing problem of the present stage enterprise, analyze deeply and put forward more suitable for development of the company's business strategy.
The first chapter introduces the development history of the FAW Group, FAW Group is the cradle of the new Chinese industry, has left an indelible mark in the history of the development of Chinese industry. Now the FAW Group products cover all cards, heavy truck, light truck, passenger vehicles, special vehicles and other fields. With the development of products and enterprises globalization. FAW Group to increase research and development efforts, and actively explore overseas markets. Russia for the group's strategic focus of the market, and the establishment of the FAW Group and the Russian office in 2007, FAW Group Company. The author set by the Russian working group of the Russian branch for three years in the FAW the opportunity to deepen the understanding of the company, collecting relevant data, combined with the key factors of enterprise the internal and external analysis of the company's operating situation, proposed the existing problems and propose solutions, to develop more suitable for the development of the company's new business Strategy.
In the second chapter, the present situation of the Russian branch of FAW Group is analyzed and the existing problems are analyzed.
Through the analysis, find out the enterprise has the following problems: such as lack of corresponding enterprise strategic consciousness; product quality needs to be improved; the product profits; marketing network construction and customer service service system should be perfected; on the market, dealers, service provider and customer information to grasp the weak, weaken the bank's penetration; risk management; problem low operating efficiency. These problems are the key factors obviously and greatly affects the development of enterprises. Analysis of the reasons for the above problems: the enterprise strength is not strong; the weak R & D capability, technical level is backward; the lack of high value-added parts of independent products; the company was founded at the beginning of the lack of long-term market strategy.
In the third chapter, to analyze the macro environment, including political, economic, social and technical factors; through EFE matrix, IFE matrix to analyze the company's external environment and internal environment; to find out their own advantages, weaknesses, opportunities and threats, and carries on the analysis, obtained the company SO strategy, WO strategy, ST strategy and WT strategy.
In the fourth chapter, according to the SWOT analysis of the conclusions, combined with the actual operating conditions and put forward the following business objectives of the FAW Group Company in Russia: improving the authorized agent and terminal user loyalty; technical improvement; Paul thousands market; sustainable growth; focus on staff development, improve team leadership. For the FAW Group in Russia branch of the business strategy based on business objectives: to seize market share; realize the localization of production; to establish strategic alliances, improve the soft strength of enterprises; strengthen enterprise risk management; improve the sales channels to expand capacity; do market research; improve staff welfare; employee development, team leadership.
Business strategy in view of the above, the following security measures of FAW Group the Russian branch business strategy implementation: strengthen the construction of corporate brand; product quality as the core competitiveness; complete customer service service system; according to Russian law, do a good job with the car manuals and other technical documents preparation work; strengthen communication, drawing lessons from experience; to strengthen the construction of enterprise culture.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F272.3;F426.471

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相關(guān)期刊論文 前2條

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