發(fā)布時(shí)間：2018-03-06 14:26

  本文選題：長(zhǎng)城汽車　切入點(diǎn)：競(jìng)爭(zhēng)戰(zhàn)略　出處：《蘭州交通大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在經(jīng)濟(jì)全球化不斷深入的今天,汽車制造行業(yè)已經(jīng)成為衡量一個(gè)國(guó)家綜合競(jìng)爭(zhēng)力的重要標(biāo)志,不少發(fā)達(dá)國(guó)家把汽車制造業(yè)作為本國(guó)的支柱產(chǎn)業(yè)。自改革開放以來(lái),我國(guó)經(jīng)濟(jì)不斷增長(zhǎng),人民收入水平不斷提高,我國(guó)汽車行業(yè)實(shí)現(xiàn)了井噴式發(fā)展,至2014年我國(guó)汽車產(chǎn)銷量均達(dá)到兩千多萬(wàn)輛。雖然我國(guó)的汽車行業(yè)取得了長(zhǎng)足發(fā)展,但是相對(duì)于歐美、日本等發(fā)達(dá)國(guó)家來(lái)講差距還是相當(dāng)大的,但是像長(zhǎng)城汽車等一些民族汽車品牌卻是國(guó)際一流汽車制造商的有力競(jìng)爭(zhēng)者。長(zhǎng)城汽車作為一家1984年成立的民營(yíng)汽車制造商,是目前我國(guó)最大的皮卡、SUV(運(yùn)動(dòng)型多功能車)制造企業(yè),同時(shí)也是一家在內(nèi)陸和香港同時(shí)上市的大型民營(yíng)企業(yè)。雖然長(zhǎng)城汽車經(jīng)過(guò)三十年的發(fā)展取得了不少驕人成就,但是目前是國(guó)際經(jīng)濟(jì)復(fù)雜多變,2014年中國(guó)GDP同比僅增長(zhǎng)7.4%,比上年有所下跌,中國(guó)經(jīng)濟(jì)增速的放緩會(huì)間接給汽車行業(yè)帶來(lái)壓力。面對(duì)未來(lái)的汽車市場(chǎng)國(guó)外汽車巨頭必將不斷推陳出新,通過(guò)打造明星車型來(lái)贏得中國(guó)市場(chǎng);與此同時(shí),城市擁堵的交通將導(dǎo)致部分城市“限購(gòu)”,傳統(tǒng)能源的供給可能會(huì)出現(xiàn)波動(dòng),汽車原材料價(jià)格上漲和“三包”政策必將增加中國(guó)汽車企業(yè)的成本壓力,這些都會(huì)進(jìn)一步加劇中國(guó)汽車市場(chǎng)的競(jìng)爭(zhēng)程度。隨著消費(fèi)者的需求日益呈多元化增長(zhǎng),各大汽車廠商必須有所改變才能滿足消費(fèi)者日益挑剔的需求,長(zhǎng)城汽車在這風(fēng)云突變的市場(chǎng)環(huán)境下,只有重新定位自己,才有可能持續(xù)發(fā)展。論文首先介紹了競(jìng)爭(zhēng)戰(zhàn)略的類型和相關(guān)戰(zhàn)略分析工具,其次運(yùn)用PEST模型、波特五力競(jìng)爭(zhēng)模型和SCP范式對(duì)長(zhǎng)城汽車的外部環(huán)境進(jìn)行分析,然后介紹了長(zhǎng)城汽車的發(fā)展歷程、內(nèi)部資源和內(nèi)部能力,在對(duì)長(zhǎng)城汽車進(jìn)行市場(chǎng)定位的基礎(chǔ)上,提出實(shí)施戰(zhàn)略組合競(jìng)爭(zhēng)戰(zhàn)略,才能實(shí)現(xiàn)可持續(xù)發(fā)展,即通過(guò)全面質(zhì)量管理體系、提高生產(chǎn)技術(shù)和優(yōu)化供應(yīng)鏈的方式實(shí)施成本領(lǐng)先戰(zhàn)略,通過(guò)在細(xì)化市場(chǎng)不同類型的車、產(chǎn)品自身差別化創(chuàng)新、營(yíng)銷服務(wù)差別化等來(lái)實(shí)施差異化戰(zhàn)略,通過(guò)聚焦SUV業(yè)務(wù)來(lái)實(shí)施集中化戰(zhàn)略。最后,論文指出在進(jìn)行戰(zhàn)略選擇時(shí)必須緊密結(jié)合競(jìng)爭(zhēng)環(huán)境的變化靈活應(yīng)用,同時(shí)強(qiáng)調(diào)不能有效執(zhí)行的戰(zhàn)略等于無(wú)戰(zhàn)略,因此必須注意戰(zhàn)略實(shí)施保障措施:在吸引高素質(zhì)人才的基礎(chǔ)上完善人才培養(yǎng)機(jī)制;與其他企事業(yè)單位合作創(chuàng)新;在創(chuàng)新銷售體制的同時(shí)提升客戶服務(wù)質(zhì)量;營(yíng)造積極的企業(yè)文化來(lái)激發(fā)職工的主觀能動(dòng)性。
[Abstract]:With the deepening of economic globalization, automobile manufacturing industry has become an important symbol to measure the comprehensive competitiveness of a country. Many developed countries regard automobile manufacturing industry as their pillar industry. Since the reform and opening up, Our country's economy continues to grow, the people's income level is rising constantly, our country automobile industry has realized the blowout type development, by 2014 our country automobile production and sales volume has reached more than 20 million, although our country automobile industry has obtained the considerable development. However, compared with the developed countries such as Europe, America and Japan, the gap is still quite large. But some ethnic car brands, such as the Great Wall Motor, a privately owned carmaker founded in 1984, are strong competitors for top international automakers. At present, the Great Wall is the largest manufacturer of SUV.It is also a large private enterprise listed both inland and in Hong Kong. Although the Great Wall has made many remarkable achievements after three decades of development, However, at present, the international economy is complex and changeable. In 2014, China's GDP grew only 7.4 percent from the same period last year, down from the previous year. The slowdown in China's economic growth will indirectly put pressure on the auto industry. In the face of the future automobile market, foreign auto giants will continue to bring forth new ideas and win the Chinese market by building star models; at the same time, Congested traffic in cities will lead to "purchasing restrictions" in some cities, the supply of traditional energy may fluctuate, the price of automobile raw materials will rise and the "three guarantees" policy will certainly increase the cost pressure on Chinese auto companies. All this will further increase the degree of competition in China's auto market. As consumer demand becomes increasingly diversified, major automakers must change to meet the increasingly picky demands of consumers. The Great Wall automobile in this sudden market environment, only by repositioning itself, can it develop continuously. Firstly, the paper introduces the types of competitive strategy and related strategic analysis tools, and then applies PEST model. The paper analyzes the external environment of the Great Wall automobile by Porter's five-force competition model and SCP paradigm, and then introduces the development course, internal resources and internal capability of the Great Wall automobile, which is based on the market orientation of the Great Wall automobile. The sustainable development can be realized only by implementing the strategy combination competition strategy, that is, implementing the cost leading strategy by means of the total quality management system, improving the production technology and optimizing the supply chain, and by refining the different types of vehicles in the market. Product itself differentiation innovation, marketing service differentiation to implement differentiation strategy, by focusing on SUV business to implement the centralized strategy. Finally, the paper pointed out that the strategic choice must be closely combined with the changes in the competitive environment of flexible application. At the same time, it is emphasized that the strategy that can not be effectively implemented is equal to no strategy, so we must pay attention to the measures of ensuring the implementation of the strategy: to perfect the talent training mechanism on the basis of attracting high-quality talents, to cooperate and innovate with other enterprises and institutions; While innovating the sales system, improving the quality of customer service, creating a positive corporate culture to stimulate the subjective initiative of employees.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.471;F271

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