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论文编号：	11431
作者编号：	2320170395
上传时间：	2019/12/15 20:28:59
中文题目：	上汽集团大规模个性化智能定制销售模式的研究及盈利能力分析
英文题目：	Research and Profitability analysis of SAIC group large-scale personalized intelligent customized sales model
指导老师：	齐岳
中文关键字：	C2B；大规模个性化定制；汽车企业；盈利能力
英文关键字：	C2B；Mass customization；Automotive enterprises；Profitability；
中文摘要：	十九大报告提出要推进先进制造业的进一步发展，加快大数据、人工智能、互联网和实体经济深度融合发展，作为我国制造业核心之一的汽车产业如何实现在互联网+浪潮下的经营水平提升和长足发展是值得研究的问题。作为衡量企业经营管理水平的重要维度之一，盈利能力受到企业及其他利益相关者的重点关注。然而，2018年我国汽车总体销量不容乐观，收入、利润等有所减少，整体盈利能力有所下降。这一方面是经济下行的影响，一方面是消费升级、技术发展带来的压力：客户对汽车个性化的需求更为强烈，技术的发展也对企业数字化要求更高。 在车市低迷的背景下，上汽集团实现了销量的逆势增长，值得关注。在初步分析上汽集团盈利能力现状的基础上，本文认为，传统汽车销售模式对汽车企业提高盈利能力有着一定的不利影响，企业难以满足客户个性化需求从而实现销量和收入的提升，且成本费用相对高，数字化程度相对低，难以适应互联网发展的浪潮，销售环节相对冗杂，运转效率相对低下。而依托互联网的C2B汽车大规模个性化智能定制销售模式则为汽车企业提升盈利能力、实现长足发展提供了新的选择。 本文在总结传统销售模式面临的问题、分析主流汽车销售模式优劣势的基础上，总结了利于汽车企业提升盈利能力的销售模式的发展趋势：未来的汽车销售将趋于个性化、一体化、数字化、扁平化。而C2B汽车大规模个性化智能定制销售模式能够更好地满足客户需求，在一定程度上降低成本费用，顺应互联网发展的浪潮，减少销售的冗杂环节，符合汽车销售模式发展的趋势，有利于企业盈利能力的提升，具有一定的推广应用价值。 我国有部分汽车企业进行了C2B汽车定制销售模式的尝试，其中，上汽大通的C2B汽车大规模个性化智能定制销售模式取得了相对突出的成果，在上汽集团汽车销量的逆势增长中起到了突出作用。故本文以上汽大通为例，对其C2B大规模定制模式进行了分析，着重对“蜘蛛智选”智能选配器“极客模式”下定制选项进行探究，结合汽车行业的实际情况，从车型、性能、外观、内饰、功能、服务、金融7个维度入手，进行拓展和改进，构建相对更为普适的C2B汽车大规模个性化智能定制指标选项。之后，本文总结了C2B汽车大规模个性化智能定制销售模式的优势。这一模式可以更好地满足客户个性化需求，增强客户参与感和对产品的了解；增加企业产品销量，在一定程度上降低销售成本，缓解存货压力，促进利润的增加；促进企业信息技术、生产技术的发展，提高效率和服务质量；顺应 “中国智造”的发展趋势，在一定程度上也起到对安全、环保的引导作用，有利于汽车企业盈利能力的提升。同时，这一模式也给企业带来了挑战，比如对汽车企业的产业链效率和管理水平以及协调合作提出了更高要求，为汽车企业带来一定的成本压力，对企业快速获取信息能力以及相关服务质量要求更高等。 由于C2B汽车大规模个性化智能定制销售模式既可能带来销量的增加、周转成本的下降，也可能带来研发和改造建设等的成本费用增加，本文以上汽集团为例进行了进一步的财务分析。本文运用杜邦分析和比率分析，分析了上汽集团的财务现状，发现其盈利能力和营运能力有下降趋势，整体销量不容乐观。故本文进行了将C2B汽车大规模个性化智能定制销售模式推广到整个上汽集团的财务展望，对相关数据及指标进行了预测。本文得到的数据说明，这一模式会在一定程度上带来上汽集团盈利能力、营运能力等的提升，故这一模式值得其他汽车企业借鉴。最后，本文结合上述研究，为尝试应用这一模式的其他汽车企业提出了建议，试图在汽车行业内推广这一模式，为更多想要应用这一模式的汽车企业提供借鉴。
英文摘要：	The report of the 19th National Congress of the Communist Party of China proposes to accelerate the development of advanced manufacturing industries and promote the deep integration of the Internet, big data, artificial intelligence and the real economy. How can the automobile industry, one of the core of China's manufacturing industry, achieve the improvement of its operating level and rapid development under the "Internet Plus" wave? It is a question worth studying. As one of the important dimensions to measure the level of business management, profitability is the focus of the company and other stakeholders. However, in 2018, the overall sales volume of China's auto is not optimistic, revenue, profits, etc. have decreased, and overall profitability has declined. This aspect is the impact of economic downturn. On the one hand, it is the pressure brought by consumption upgrading and technological development: customers have more demand for car personalization, and the development of technology also requires higher digitalization of enterprises. In the context of the downturn in the auto market, SAIC Group achieved a contrarian growth in sales volume, which deserves attention. Based on the preliminary analysis of the current status of SAIC's profitability, this paper believes that the traditional automobile sales model has a certain adverse impact on the improvement of profitability of automobile enterprises. It is difficult for enterprises to meet the individualized needs of customers to achieve sales and revenue increase, and the cost is relatively high. High, the degree of digitization is relatively low, it is difficult to adapt to the wave of Internet development, the sales process is relatively cumbersome, and the operational efficiency is relatively low. The large-scale personalized intelligent customized sales model of C2B vehicles relying on the Internet provides a new choice for auto companies to improve their profitability and achieve long-term development. On the basis of summarizing the problems faced by the traditional sales model and analyzing the advantages and disadvantages of the mainstream automobile sales model, this paper summarizes the development trend of the sales model that is conducive to the profitability of automobile enterprises: the future automobile sales will tend to be personalized, integrated and digital,Flat. The large-scale personalized intelligent customized sales model of C2B vehicles can better meet the needs of customers, reduce the cost and cost to a certain extent, conform to the wave of Internet development, reduce the redundancy of sales, and conform to the development trend of automobile sales model, which is beneficial to enterprises. The improvement of profitability has certain promotion and application value. Some auto companies in China have tried the C2B car custom sales model. Among them, SAIC Datong's C2B car large-scale personalized intelligent custom sales model has achieved relatively outstanding results, which has highlighted the growth of SAIC Group's car sales, effect. Therefore, the above article of the company is an example of the C2B mass customization model, focusing on the customization options under the “spider smart selection” intelligent adapter “geek mode”, from the model, The performance, appearance, interior, function, service, and financial aspects start with 7 dimensions, expand and improve, and build a relatively more comprehensive C2B car large-scale personalized intelligent custom indicator option. After that, this paper summarizes the advantages of C2B car large-scale personalized intelligent custom sales model. This model can better meet the individual needs of customers, enhance customer participation and product understanding; increase sales of enterprise products, reduce sales costs to a certain extent, ease inventory pressure, promote profit increase; promote enterprise information technology, The development of production technology, improve efficiency and service quality; conform to the development trend of “China's smart creation”, and to a certain extent also play a guiding role in safety and environmental protection, which is conducive to the improvement of the profitability of automobile companies. At the same time, this model also brings challenges to enterprises, such as higher requirements for the efficiency and management level of the automobile industry's industrial chain and coordination and cooperation, bringing certain cost pressures to the automobile enterprises, and the ability to quickly acquire information for enterprises. Relevant service quality requirements are higher. Due to the large-scale personalized intelligent customized sales model of C2B vehicles, it may bring about an increase in sales volume, a decrease in the cost of revolving, and may also increase the cost of R&D and renovation, etc. . This paper analyzes the financial status of SAIC Group by using DuPont analysis and ratio analysis, and finds that its profitability and operational capability have a downward trend, and the overall sales volume is not optimistic. Therefore, this paper has carried out the large-scale personalized intelligent customized sales model of C2B vehicles to the financial outlook of the entire SAIC Group, and predicted the relevant data and indicators. The data obtained in this paper shows that this model will bring about the improvement of SAIC's profitability and operational capability to a certain extent, so this model is worth learning from other auto companies. Finally, this paper combines the above research to make recommendations for other auto companies that try to apply this model, trying to promote this model in the automotive industry, and provide reference for more auto companies that want to apply this model.
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