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论文编号：	12999
作者编号：	2320190651
上传时间：	2021/12/17 15:58:29
中文题目：	N汽车零部件公司顶棚产品竞争战略研究
英文题目：	Headliner Competitive Strategy Research for Company N
指导老师：	胡望斌
中文关键字：	汽车乘用车；顶棚；市场趋势；竞争战略
英文关键字：	Automobile passenger car；Headliner；Market trends；Competitive strategy
中文摘要：	从步入二十一世纪初至今，中国汽车市场呈现出勃勃生机，优秀自主品牌正日渐成长，在激烈的市场竞争大潮中争得一席之地。2019年汽车乘用车市场增速开始下降，逐渐饱和，加之2020年开始的常态化的新冠疫情的影响，使乘用车市场更是雪上加霜，但汽车新四化的方向，会给汽车乘用车行业带来重大的变化，同时也对汽车零部件产业的发展提出了更高的要求。 N公司已在汽车零部件领域深耕多年，顶棚作为其成熟的内饰产品品类，面对终端消费者日益增长的个性化与智能化需求、行业越来越高的环保要求传统的顶棚产品盈利能力受到越来越大的挑战，因此如何在激烈的行业竞争中取得竞争优势，这将成为至关重要的研究课题。N公司要想在顶棚产品细分市场中保持较高的市场份额，就需要研究并制定适合公司发展的竞争战略。本文以N公司为例分析了乘用车顶棚产品所面临的外部宏观环境，以及未来的市场趋势、技术方向，深入研究了整个产业链和竞争对手的布局和优劣势，并结合理论对内部资源能力进行分析，对乘用车顶棚产品的竞争战略进行多维度的可行性分析。 结合N汽车零部件公司的愿景与使命，进行三大竞争战略的比较和分析，从而制定适合公司发展的聚焦低成本竞争战略，通过此战略的实施，帮助企业在顶棚产品品类上建立竞争优势，并按照重要价值创造环节将成本领先战略转化为具体的企业行为，从供应链能力打造、生产制造等方面制定举措确保战略实施建议能够有效落实。本论文关于N公司顶棚产品所进行的竞争战略分析与制定，能够为汽车零部件行业的相关企业提供借鉴和参考。
英文摘要：	Since the 21st century, the Chinese auto market has shown great vitality. Meanwhile, some Chinese brand OEM have gradually matured and won a place in the fierce market competition. In 2019, the automobile passenger car market has slowed down and have gradually became a saturation market. Although COVID-19 posed significant challenges in the 2020, new opportunities have appeared in connectivity, electrification, shared and autonomous mobility, and so on. This opportunities will bring new changes for the automotive industry in a rapidly changing environment. Moreover, higher requirements are put forward for the development of the automotive parts industry. N automotive part company has been working in the field of automotive parts for many years. In recent times, its headliners have continuously develop in order to meet the client’s requirement on personalization and intelligence. The profitability of headliners is increasingly challenging, and how to obtain a competitive advantage in the fierce industry will become a crucial research topic. If N company wants to maintain a higher market share in the headliner segment, it needs to study and formulate a suitable strategy. This paper takes N company as an example to analyze the PV headliner changes in the general environment, including future market trends, technical innovation, in-depth study of the entire industry chain and the layout and advantages of competitors. It combines the theory analysis of its internal resource capabilities and a multi-dimensional feasibility analysis of the competitive strategy for passenger car headliners. By combining the vision and mission of N automotive part company and the three major competitive strategies we can formulate a focus-low-cost strategy suitable for the company’s development. Through the implementation of this strategy, it will help companies establish a competitive advantage in the headliner product category. Moreover, the cost-leading strategy will be transformed into specific corporate behaviors. Measures will be formulated in terms of supply chain capacity building and manufacturing to ensure that the strategy implementation recommendations can be effectively implemented. The analysis and formulation of the competitive strategy of N Company's headliner products in this paper can provide reference for the related enterprises in the auto parts industry.
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