本文關(guān)鍵詞：QR汽車公司戰(zhàn)略轉(zhuǎn)型研究　出處：《安徽大學》2013年碩士論文　論文類型：學位論文

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【摘要】：加入WTO以來,中國的經(jīng)濟呈現(xiàn)了快速穩(wěn)定的發(fā)展態(tài)勢,人民的生活水平不斷提高,對生活品質(zhì)的追求也越來越強烈。在中國汽車產(chǎn)業(yè)發(fā)展之初,作為自主品牌第一的QR汽車有著敏銳的前瞻性,抓住機會,銷量從無到有實現(xiàn)了爆發(fā)性的增長。 但隨著中國汽車產(chǎn)業(yè)的成熟與競爭日趨激烈,作為自主品牌第一的QR汽車遇到了深度發(fā)展的瓶頸。如何面對自主品牌、合資品牌、合資自主品牌的三重打壓,沖出重圍,成為了QR汽車亟需研究與解決的重大課題。 2010年QR汽車內(nèi)部就萌發(fā)了戰(zhàn)略轉(zhuǎn)型的思路,通過一些不明顯的動作逐步進行試探性的改革。2012年QR在經(jīng)歷2年的醞釀之后,高調(diào)的提出了戰(zhàn)略轉(zhuǎn)型的理念,大刀闊斧的進行著實施戰(zhàn)略轉(zhuǎn)型所需要的改革。 本文以QR汽車的戰(zhàn)略轉(zhuǎn)型為大背景,以戰(zhàn)略轉(zhuǎn)型理論為支持,對QR汽車的戰(zhàn)略轉(zhuǎn)型進行研究,通過分析QR汽車所處的內(nèi)部環(huán)境和外部環(huán)境,找出QR汽車實施戰(zhàn)略轉(zhuǎn)型的動因、戰(zhàn)略轉(zhuǎn)型的方向和在戰(zhàn)略轉(zhuǎn)型過程中所采取的戰(zhàn)略轉(zhuǎn)型措施,從而對其實施戰(zhàn)略轉(zhuǎn)型的成果進行預估與總結(jié)。 全文的主要內(nèi)容包括六個部分：第一章緒論部分：簡要介紹論文的選題背景、研究目的及意義,通過運用相關(guān)的研究方法對QR汽車戰(zhàn)略轉(zhuǎn)型提出一定的見解及研究思路。第二章企業(yè)戰(zhàn)略轉(zhuǎn)型理論：對戰(zhàn)略轉(zhuǎn)型的相關(guān)理論和研究成果進行引用,為后面章節(jié)的案例分析做理論鋪墊。第三章戰(zhàn)略轉(zhuǎn)型前QR汽車環(huán)境分析：借助PEST、五力模型和分析工具,結(jié)合QR汽車現(xiàn)有概況,對QR汽車當前環(huán)境、行業(yè)結(jié)構(gòu)、競爭優(yōu)勢、競爭地位進行分析,透視QR汽車競爭戰(zhàn)略選擇。第四章QR汽車戰(zhàn)略轉(zhuǎn)型的決策：使用戰(zhàn)略轉(zhuǎn)型理論對QR汽車的轉(zhuǎn)型戰(zhàn)略實踐進行分析,解析影響QR汽車的戰(zhàn)略轉(zhuǎn)型的因素、戰(zhàn)略選型的優(yōu)劣勢、機會和威脅,闡述QR戰(zhàn)略轉(zhuǎn)型的方向和具體決策。第五章QR汽車的戰(zhàn)略轉(zhuǎn)型評估：對QR汽車實施戰(zhàn)略轉(zhuǎn)型的效果進行評估,同時也對戰(zhàn)略轉(zhuǎn)型的風險和后續(xù)管理進行評估。第六章結(jié)論與展望 希望通過本文對戰(zhàn)略轉(zhuǎn)型理論以及QR汽車戰(zhàn)略轉(zhuǎn)型的實際分析,對QR目前以及今后的發(fā)展,對國內(nèi)其他自主品牌以及將要進入汽車行業(yè)的新晉車企在制定公司戰(zhàn)略方針時有一定的參考作用。
[Abstract]:Since China's entry into WTO, China's economy has shown a rapid and stable development trend, people's living standards have been improved, and the pursuit of quality of life has become more and more intense. At the beginning of the development of China's automobile industry. As the first brand QR car has a sharp forward-looking, seize the opportunity, sales from scratch to achieve explosive growth. However, with the maturation and competition of Chinese automobile industry, QR automobile, as the first independent brand, has encountered the bottleneck of deep development. How to face the independent brand, the joint venture brand. The triple pressure of the joint venture brand has become an important subject for QR vehicle to be studied and solved. In 2010, the internal QR car had the idea of strategic transformation, through some unobvious actions to gradually explore the reform. 2012 QR after two years of gestation. High-profile put forward the concept of strategic transformation, the implementation of the strategic transformation of the needs of the reform. This paper takes the strategic transformation of QR vehicle as the background and the theory of strategic transformation as the support to study the strategic transformation of QR vehicle through the analysis of the internal and external environment of QR vehicle. This paper finds out the motivation, direction and measures of strategic transformation of QR vehicle in the process of strategic transformation, so as to predict and summarize the achievements of implementing strategic transformation of QR vehicle. The main content of this paper includes six parts: the first chapter is introduction: brief introduction of the background, research purposes and significance of the thesis. Through the use of relevant research methods to QR vehicle strategic transformation put forward some ideas and research ideas. Chapter two: corporate strategic transformation theory: the relevant theories and research results of strategic transformation are cited. The third chapter QR vehicle environment analysis before the strategic transformation: with the help of pest, five-force model and analysis tools, combined with QR vehicle existing situation. QR automobile current environment, industry structure, competitive advantage, competitive position are analyzed. Chapter 4th: strategic Transformation of QR Automobile: using the Theory of Strategic Transformation to analyze the Transformation Strategy practice of QR Automobile and analyze the factors that affect the Strategic Transformation of QR vehicle. The advantages and disadvantages of strategic selection, opportunities and threats, the direction of QR strategic transformation and specific decision-making. 5th chapter QR vehicle strategic transformation evaluation: to evaluate the effect of QR vehicle strategic transformation. At the same time, the risk and subsequent management of strategic transformation are evaluated. Chapter 6th, conclusions and prospects It is hoped that through the analysis of the theory of strategic transformation and the practical analysis of QR vehicle strategic transformation, QR will be developed at present and in the future. It is helpful to other domestic independent brands and new auto enterprises that will enter the auto industry in formulating the company's strategic policy.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F426.471

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