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论文编号：	11586
作者编号：	2220160569
上传时间：	2020/6/5 22:12:31
中文题目：	道达尔快驰汽车养护在华竞争战略选择与实施研究
英文题目：	Research on Selection and Implementation of Competitive Strategy for TQAC in China
指导老师：	杨坤　副教授
中文关键字：	环境分析；竞争战略；选择与实施；中国汽车后市场；TQAC
英文关键字：	Environment analysis；Competitive strategy；Selection and implementation；China’s automotive after market；TQAC
中文摘要：	摘要 2018年，中国新车销量首次出现负增长且短期内市场调整趋势不改，OEM厂商以及经销商4S店等新车价值链参与者的利润持续下滑甚至亏损。与此同时，随着国内汽车保有量和平均车龄的提升，行业内各路玩家和资本纷纷把目光投向了年产值已破万亿的中国汽车后市场。其中，售后维修保养市场作为中国汽车后市场的主要领域，虽然市场成熟度较低，属于分散型行业但其市场体量和发展潜力巨大，因此也备受关注。目前，中国汽车维保市场仍以各大主机厂的4S店渠道为主导，但是随着数字化时代的到来，线上线下相融合的“新零售”模式正在助力各大汽修维保连锁企业逐步扩大其规模，增强品牌力，服务趋于标准化和流程化，配件供应链渠道更加规范透明，车主的信任度也随之提升，预计未来5-10年连锁店的市场份额有望赶超4S店。 本文以道达尔快驰汽车养护中心(TQAC)形象店为研究对象，讨论其在当前市场环境下的竞争战略选择与实施问题。 首先，论文介绍了道达尔公司和TQAC的基本情况，分析了TQAC的发展现状和面临的主要问题，明确竞争战略选择的必要性。其次，本文运用竞争战略的经典理论与分析工具，一方面从政治、经济、社会和技术四方面分析了TQAC发展的宏观环境，又基于波特五力模型分析了TQAC所处行业环境，进而明确了TQAC发展面临的机会和威胁；另一方面，本文还对TQAC所拥有的资源状况和能力状况进行了简要分析，明确了TQAC自身的优势和劣势。接着，运用SWOT矩阵分析讨论了TQAC的发展战略，在此基础上分别剖析了TQAC实施三大通用竞争战略的可行性，最终完成了TQAC的竞争战略的选择——以社区店、道达尔加油站为目标客户群体，以重点策略城市为目标发展范围的集中战略，并以成本优势快速扩张网络。最后，依据竞争战略的驱动因素提出了具体的战略实施方案与保障手段。 关键词：环境分析；竞争战略；选择与实施；中国汽车后市场；TQAC
英文摘要：	Abstract In 2018, China's new motor vehicles’ sales showed negative growth for the first time and the market adjustment trend remained unchanged in the short term, profits of new car value chain participants such as OEM manufacturers and dealers, 4S stores continue to decline or even lose money. At the same time, with the increase of domestic vehicles Parc and average age, players and capital in the industry have set their sights on the Chinese automobile aftermarket, whose annual output value has exceeded one trillion yuan, in which, after-sales maintenance market is the main field of China's automobile aftermarket. Although the market maturity is relatively low and it belongs to a decentralized industry, its market volume and development potential are huge, so it has attracted much attention. At present, China's auto maintenance market is still dominated by major OEM 4S shop groups, but with the advent of the era of digitization, integration of online "new retail" model is power of each big automobile maintenance franchising enterprises gradually expand their scales, enhance their brands, their services tend to be more standardized and routing, supply chain is becoming more formal and transparent, so that the car owners’ trust is to ascend, in the next 5 to 10 years, the market share of auto repair chain stores is expected to catch up with the 4S shop groups. The research subject is based on Total Quartz Auto Care (TQAC) brand image shop, to discuss competitive strategy selection in the current market environment by the thesis. First of all, the thesis introduces the basic situation of Total and TQAC, then the development status and main problems of TQAC are analyzed and the necessity of the competitive strategy selection is also clarified in the thesis. Secondly, on the one hand, in order to clear the TQAC’s development opportunities and threats, this thesis uses the classic theory and analysis tools of Competitive Strategy to analyze the macro environment from the four aspects as politics, economy, society and technology, meanwhile analyzes the industry environment structure with Porter’s Five Forces model. On the other hand, this thesis also makes a brief analysis of TQAC's resources and capabilities so as to identify its strengths and weaknesses. Then, the development strategy of TQAC is discussed with SWOT matrix, on this basis, the feasibility of TQAC implementing three general competitive strategies is analyzed respectively. Finally, the selection of TQAC's competitive strategy direction is locked -- the focusing strategy on community store and Total gas station as the target customer group, on strategic cities as the target development scope, then take advantage of cost and rapid expansion. Finally, according to the driving factors of competitive strategy, the detailed implementation schemes and guarantee measures are put forward. Key words：Environment analysis；Competitive strategy；Selection and implementation；China’s automotive after market；TQAC
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