【摘要】：自2014年以來,由于中國工業(yè)化發(fā)展進(jìn)入新常態(tài)、國民經(jīng)濟(jì)增速下降、汽車消費(fèi)結(jié)構(gòu)升級(jí)、汽車發(fā)展與社會(huì)環(huán)境的矛盾日益凸顯,中國汽車產(chǎn)業(yè)呈現(xiàn)出一些新的特點(diǎn):銷量增速下滑、產(chǎn)能過剩、價(jià)格競爭激烈等等。同時(shí),中國正處在信息化高速發(fā)展的歷史進(jìn)程中,近年來互聯(lián)網(wǎng)的發(fā)展帶來汽車行業(yè)的新變革,用戶各環(huán)節(jié)的汽車消費(fèi)趨向于通過網(wǎng)絡(luò)實(shí)現(xiàn),互聯(lián)網(wǎng)+汽車的商業(yè)模式正在快速向多樣化發(fā)展。面對外界環(huán)境變化,汽車網(wǎng)站應(yīng)持續(xù)創(chuàng)造出滿足汽車用戶多元化需求的產(chǎn)品。作為最早在國內(nèi)創(chuàng)建門戶網(wǎng)站的A企業(yè)集團(tuán),旗下的汽車事業(yè)部目前正在面臨行業(yè)發(fā)展帶來的前所未有的機(jī)遇和挑戰(zhàn)。本文以A企業(yè)的汽車事業(yè)部為研究對象,首先分析了A汽車事業(yè)部目前的基本情況;然后運(yùn)用PEST分析法和五力分析模型分別對事業(yè)部的外部宏觀環(huán)境和產(chǎn)業(yè)競爭環(huán)境進(jìn)行了全面分析;隨后又運(yùn)用巴尼的VRIO模型和SWOT工具綜合分析了A汽車事業(yè)部的內(nèi)在資源和能力,對企業(yè)內(nèi)部的優(yōu)勢和劣勢、外部環(huán)境的機(jī)會(huì)和威脅進(jìn)行匹配分析�；谝陨纤姆矫娴姆治�,最后確定了“讓用戶更好地享受汽車生活”的戰(zhàn)略目標(biāo),明確了采取差異化的競爭戰(zhàn)略,制定了A汽車事業(yè)部的競爭戰(zhàn)略—UP計(jì)劃。同時(shí)為了確保戰(zhàn)略目標(biāo)的完成,本文從人力資源、產(chǎn)品、品牌、商業(yè)模式四個(gè)方面提出了與競爭戰(zhàn)略匹配的戰(zhàn)略實(shí)施建議。最后也希望本文的研究能為同類汽車網(wǎng)站提供借鑒。
[Abstract]:Since 2014, the contradiction between the growth of the national economy, the upgrading of the consumption structure of the automobile, the development of the automobile and the social environment has become more and more prominent since the industrial development of China has entered the new normal state. The price competition is fierce and so on. At the same time, China is in the process of information-based high-speed development. In recent years, the development of the Internet has brought about a new change in the auto industry, and the auto consumption of each link of the user tends to be realized through the network, and the business model of the Internet and the automobile is developing rapidly. In the face of the change of the external environment, the automobile website should continuously create a product that meets the needs of the diversified needs of the automobile users. As the first A-enterprise group to create a portal in China, its auto-division is now facing unprecedented opportunities and challenges from industry development. In this paper, the current basic situation of A-car division is analyzed firstly, and then the external macro-environment and the industrial competition environment of the Division are analyzed by using the PEST and the five-force analysis model respectively. Then, using the Barney's VRIO model and the SWOT tool, the internal resources and the ability of the A-car division are comprehensively analyzed, and the advantages and disadvantages of the enterprise, the opportunity and the threat of the external environment are analyzed and analyzed. Based on the analysis of the above four aspects, the strategic objective of the "Let the user better enjoy the life of the car" is finally determined, and the competitive strategy of A-car division is defined. At the same time, in order to ensure the completion of the strategic objective, this paper puts forward the strategy implementation proposal which is matched with the competition strategy from four aspects of human resource, product, brand and business model. Finally, it is also hoped that the research of this paper can provide reference for similar car websites.
【學(xué)位授予單位】：對外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F426.471;F272

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