發(fā)布時(shí)間：2018-02-04 18:58

  本文關(guān)鍵詞： 競(jìng)爭(zhēng)戰(zhàn)略 汽車銷售公司 SWOT分析法　出處：《吉林財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)持續(xù)發(fā)展和社會(huì)不斷進(jìn)步,我國(guó)人均收入和消費(fèi)水平都有顯著的提高,特別是我國(guó)汽車產(chǎn)銷不斷增長(zhǎng),我國(guó)目前已經(jīng)成為世界上的第一大汽車銷售市場(chǎng),而且我國(guó)人口基數(shù)較大,購(gòu)買(mǎi)力相對(duì)較強(qiáng),購(gòu)車群體年輕化,汽車銷售潛在市場(chǎng)有待開(kāi)發(fā)。但是,近幾年汽車銷售熱度銳減,行業(yè)競(jìng)爭(zhēng)者逐年增多,汽車銷售市場(chǎng)進(jìn)入平穩(wěn)增長(zhǎng)階段,另外替代品威脅增強(qiáng),購(gòu)車者的消費(fèi)觀念發(fā)生根本性變化,購(gòu)車需求更加多樣化。因此,汽車銷售企業(yè)將會(huì)面臨更大的機(jī)遇和挑戰(zhàn)。金達(dá)洲汽車銷售服務(wù)有限公司是一家以整車銷售為主的私營(yíng)有限公司,公司要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中適應(yīng)多變的經(jīng)濟(jì)環(huán)境,獲得生存和發(fā)展,就迫切的需要制定符合自身實(shí)際的競(jìng)爭(zhēng)策略。本文運(yùn)用PEST分析法和波特五力分析模型對(duì)公司的外部環(huán)境進(jìn)行了分析,得出公司目前機(jī)遇大于挑戰(zhàn)的結(jié)論,宏觀的政治經(jīng)濟(jì)和社會(huì)人文環(huán)境都有利于汽車銷售企業(yè)的發(fā)展,行業(yè)競(jìng)爭(zhēng)雖然激烈,但是行業(yè)潛在競(jìng)爭(zhēng)對(duì)手進(jìn)入壁壘較高,壓力較大,替代品也構(gòu)不成主要威脅。同時(shí)本文對(duì)公司內(nèi)部環(huán)境進(jìn)行了分析,通過(guò)對(duì)公司人力資源、業(yè)務(wù)情況、經(jīng)營(yíng)狀況和市場(chǎng)地位的分析,得出了公司的優(yōu)勢(shì)和劣勢(shì),公司具有地理位置優(yōu)越;設(shè)備先進(jìn),技術(shù)領(lǐng)先;品牌效應(yīng)突出;營(yíng)銷網(wǎng)絡(luò)健全等優(yōu)勢(shì),但是公司也存在著管理層素質(zhì)不高;管理客戶能力缺乏等不足,總體來(lái)說(shuō),公司優(yōu)勢(shì)明顯大于劣勢(shì)。根據(jù)內(nèi)外部環(huán)境分析結(jié)果運(yùn)用SWOT分析法,本文在研究中得出,由于市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈,所以企業(yè)為了持續(xù)健康發(fā)展,就要克服自身不足,根據(jù)客戶特性和競(jìng)爭(zhēng)對(duì)手特點(diǎn)在汽車銷售方面采取差異化的競(jìng)爭(zhēng)戰(zhàn)略。為了確保競(jìng)爭(zhēng)戰(zhàn)略的順利實(shí)施,制定了一系列保障措施,如提升企業(yè)創(chuàng)新能力;優(yōu)化組織結(jié)構(gòu);樹(shù)立企業(yè)文化;豐富營(yíng)銷方式等。本文將為金達(dá)洲汽車銷售服務(wù)有限公司的長(zhǎng)期發(fā)展提供參考性意見(jiàn),同時(shí)也對(duì)中國(guó)同類企業(yè)制定競(jìng)爭(zhēng)戰(zhàn)略具有指導(dǎo)意義。
[Abstract]:With the sustained economic development and social progress, China's per capita income and consumption level have significantly increased, especially the continuous growth of China's automobile production and marketing. At present, China has become the world's largest automobile sales market, and our population base is large, purchasing power is relatively strong, the group of car buyers is younger, the potential market for car sales needs to be developed. In recent years, the automobile sales heat has decreased sharply, the industry competitors have increased year by year, the auto sales market has entered a stable growth stage, the threat of alternatives has increased, and the consumption concept of car buyers has changed fundamentally. As a result, auto sales companies will face greater opportunities and challenges. Jindazhou Automotive sales Services Co., Ltd. is a private limited company with a focus on vehicle sales. The company wants to adapt to the changeable economic environment in the fierce market competition, obtains the survival and the development. According to the urgent need to formulate competitive strategies in line with their own reality, this paper analyzes the external environment of the company by using PEST analysis method and Porter's five-force analysis model, and draws the conclusion that the opportunity is greater than the challenge at present. Macro political, economic and social environment are conducive to the development of auto sales enterprises. Although the competition in the industry is fierce, the potential competitors in the industry have higher barriers to entry and greater pressure. At the same time, this paper analyzes the company's internal environment, through the analysis of the company's human resources, business conditions, business conditions and market status, the advantages and disadvantages of the company are obtained. The company has a superior geographical location; Advanced equipment, leading technology; Brand effect is prominent; The advantages of sound marketing network, but the company also exists the quality of management is not high; In general, the advantages of the company are greater than the disadvantages. According to the results of internal and external environment analysis using SWOT analysis, this paper concludes that the market competition is becoming more and more fierce. Therefore, in order to maintain healthy development, enterprises must overcome their own shortcomings, according to the characteristics of customers and competitors in automobile sales to adopt a differentiated competitive strategy, in order to ensure the smooth implementation of the competitive strategy. Has formulated a series of safeguard measures, for example, enhances the enterprise innovation ability; Optimizing organizational structure; Set up enterprise culture; This article will provide reference advice for the long-term development of Jinda Zhou Automobile sales Service Co., Ltd., and it will also be of guiding significance for the similar enterprises in China to formulate competition strategy.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.471;F271

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