天津壳牌润滑油摘要
经过多年的发展，我国汽车产业逐渐从弱小的后发国家发展成为了新兴国家。然而伴随我国汽车产业的不断发展，其中存在的问题也不断暴露了出来，究其原因主要还是由于产品技术薄弱，对外有着较强依赖性，导致自主品牌汽车的核心竞争力较弱，难以动摇合资汽车品牌的市场地位。因此如何提升我国自主品牌汽车的核心竞争力，已成为各个本土汽车企业当前必须予以解决的问题。
一汽奔腾汽车业务发展战略研究，旨在解决奔腾汽车业务在发展中存在的几个问题。一是品牌辨识度不高，奔腾品牌成立的十年间从原红旗品牌的“一字标”更换为“鹰标”再到如今的“世界之窗”，在产品没有实质性变化的情况下，频繁的更换车标，不利于消费者心中品牌形象的建立；二是奔腾汽车的产品质量有待提高，过去的几年里，奔腾汽车频繁因质量问题发布召回，严重奔腾的销量和市场占有率；三是缺乏核心竞争力，如今奔腾汽车已经积累了一定的技术经验，继续提升研发能力，利用奔腾汽车更接近用户市场的优势，按照国人的消费偏好和市场需求，来真正的开发自己的产品，形成独有的核心实力，增加产品的竞争力，争取在产品上不落后。
本文立足于一汽奔腾汽车业务的发展现状，运用PEST、SWOT分析法、波特五力模型等，对奔腾汽车业务所处的外部宏观环境、汽车产业面临的五力、以及奔腾的内部经营情况利用SWOT进行分析，明确了
一汽奔腾应采取增长战略中的密集型战略，并对产品—市场战略组合进行对比，最终确定运用增长战略匹配产品开发战略。在战略实施上，首先是进行奔腾汽车的品牌建设，品牌是汽车的灵魂，拥有优质的灵魂才能吸引住消费者。其次是产品升级，紧紧抓住本次汽车产业的升级转型的机遇，下大力气发展智能网联汽车和新能源汽车，提高产品品质，才能让奔腾汽车业务屹立不倒。最后是销售渠道的优化，依托互联网的的普及和各种体验互动式的营销与售后方式，提升奔腾汽车的品牌溢价，
走向高端汽车行列。在发展战略实施保障上，首先建立人力资源保障，再次是风险控制保障。
奔腾汽车对一汽轿车乃至整个一汽集团来说都至关重要。但目前的奔腾的经营状况差强人意。值得庆幸的是，奔腾具备成功的条件，只要采取正确的发展战略，还是能够取得巨大的成功的。
关键词：
奔腾汽车，自主品牌，发展战略
Abstract
Research on the development strategy of
FAW Pentium automobile business
快速充电站After years of development,China's automobile industry has gradually developed from a weak post-development country to an emerging country.However,with the continuous development of China's automobile industry,the problems are constantly exposed.The main reason is that due to weak product technology and strong dependence on the outside world,the core competitiveness of self-owned brand cars is weak,and it is difficult to shake the joint venture.The market position of the car brand.Therefore,how to improve the core competitiveness of China's own brand cars has become a problem that must be solved by local auto companies.
FAW Pentium's automotive business development strategy research aims to solve several problems in the development of Pentium's automotive business.First,the brand recognition is not high.In the ten years since the establishment of the Pentium brand,it has changed from the“one word mark”of the original Hongqi brand to the “eagle standard”and then to the“window of the world”.Without substantial changes in the products,Frequent replacement of the car logo is not conducive to the establishment of the brand image of consumers;second,the quality of Pentium's products needs to be improved.In the past few years,Pentium cars frequently issued recalls due to quality problems,and severe sales and market share;Third,the lack of core competitiveness,Pentium has accumulated a certain amount of technical experience,and continues to enhance the full digestion of
these technologies,taking advantage of the Pentium car closer to the user market,according to the Chinese people's consumption preferences and market demand,to truly The development of their own products,the formation of unique core strength,increase the competitiveness of products,and strive to not fall behind in products.
Based on the development status of FAW Pentium,this paper uses PEST,SWOT analysis,Porter's five-force use SWOT for the external environment in
which Pentium's business is located,the five forces facing the automotive industry, and the internal operations of Pentium.Analysis,it is clear that FAW Pentium should adopt an intensive strategy in the growth strategy,and use the product-market strategy combination to compare and finally determine the application of product development strategy.In the implementation of the strategy,the first is to carry out the brand building of Pentium,the brand is the soul of the car,with a high-quality soul to attract consumers.Secondly,the product upgrade,firmly grasp the opportunity of the upgrading and transformation of the automotive industry,and vigorously develop intelligent networked cars and new energy vehicles to improve product quality,in order to make the Pentium car business stand up.Finally,the optimization of sales channels,relying on the popularity of the Internet and various experiences of interactive marketing and after-sales methods,enhance the brand premium of Pentiu
m Auto,and go to the ranks of high-end cars.In the implementation of the development strategy,the first is to establish human resources protection,and again the risk control guarantee.
The Pentium car is vital to FAW Car and even the entire FAW Group.However,the current Pentium business situation is not satisfactory.Fortunately,Pentium has the conditions for success,as long as the correct development strategy is adopted,it can still achieve great success.
Key words:奔驰r300
Pentium Auto,independent brand,development strategy
目录
雷克萨斯rx350第1章绪论 (1)
奥迪r8spyder1.1研究背景与意义 (1)
1.2研究方法与内容 (2)
1.3理论基础与文献综述 (4)
二手五菱宏光第2章一汽奔腾汽车业务发展现状和问题分析 (6)
2.1一汽轿车企业简介 (6)
2.2一汽奔腾汽车业务的发展现状 (7)
2.3一汽奔腾汽车业务发展存在的问题分析 (9)
第3章一汽奔腾汽车业务战略环境分析 (11)
3.1一汽奔腾汽车业务外部环境 (11)
3.2一汽奔腾汽车业务内部环境 (17)
3.3一汽奔腾汽车业务SWOT分析 (19)
第4章一汽奔腾汽车业务发展战略制定及实施 (22)
4.1一汽奔腾汽车业务战略规划的目标 (22)
4.2一汽奔腾汽车业务发展战略的选择 (23)
4.3一汽奔腾汽车业务发展战略的实施 (24)
4.4一汽奔腾汽车业务发展战略的实施的保障措施 (27)
发布评论