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论文编号：	13808
作者编号：	2320190507
上传时间：	2023/5/31 16:42:35
中文题目：	A平行进口汽车公司差异化战略研究
英文题目：	Research on differentiated strategy of A parallel import automobile company
指导老师：	崔连广
中文关键字：	平行进口汽车;公域/私域流量;差异化战略
英文关键字：	Parallel import vehicle;Public/private flow;Differentiation Strategy
中文摘要：	国际贸易格局在进入20世纪90年代后，发生了巨大的改变，以美、英为首的西方国家由于受美元汇率变化、战争等因素影响。同时，内部受到结构性和周期性因素先后进入衰退。中国于2001年加入世贸组织，进口贸易规模持续扩大，进口贸易总额持续增长，且进口贸易增速远超同期国内生产总值。期间，中国进口商品结构也正从初级产品逐渐向工业制成品升级。在这种大环境趋使下，平行进口汽车也逐渐进入贸易商及消费者视野。 平行进口汽车作为近些年来的新兴行业，在中国经济腾飞的大时代背景下，得以快速发展。行业数据不断向好，市场份额和接受度也在逐步提高。但相较于传统中规汽车销售来说，所占体量还是较小，消费者认可程度偏低。 本文以A平行进口商品汽车企业为例,以SWOT矩阵策略分析为主要基础，将平行进口商品汽车企业的发展状况当作调查的着手点，对A平行进口商品汽车企业的优、劣势及内外条件，展开了深入分析。通过SWOT策略矩阵的分析，发现A平行进口汽车公司将更符合SO战略。从而明确了A平行进口汽车公司的差异化战略目标。并根据市场细分策略,首先建议其在保持原有传统销售模式的情况下，利用互联网公域流量向自身私域流量进行引流,并对沉淀下来的客户进行市场细分和定位。同时采取了产品差异化、营销差异化、服务差异化等策略,改善公司经营状况。并制订了相应的保障措施，用以确保差异化战略的实施。 希望通过对A平行进口汽车公司的差异化战略研究，为企业今后的发展有所帮助，有所借鉴。
英文摘要：	After entering the 1990s, great changes have taken place in the international trade pattern. The western countries led by the United States and Britain are affected by factors such as the change of US dollar exchange rate and war. At the same time, internal structural and cyclical factors have entered recession. China joined the WTO in 2001. The scale of import trade continued to expand, the total import trade continued to grow, and the growth rate of import trade far exceeded the GDP in the same period. During this period, China's import commodity structure is also gradually upgrading from primary products to industrial manufactured products. Under the trend of this environment, parallel imported cars have gradually entered the vision of traders and consumers. As an emerging industry in recent years, parallel imported cars have developed rapidly under the background of China's economic take-off. The industry data continues to improve, and the market share and acceptance are also gradually improving. However, compared with the traditional medium-sized car sales, the volume is still small, and the degree of consumer recognition is low. This paper takes A parallel imported goods automobile enterprise as an example, based on SWOT matrix strategy analysis, and takes the development status of parallel imported goods automobile enterprises as the starting point for investigation. It conducts a deep analysis of the advantages, disadvantages, and internal and external conditions of A parallel imported goods automobile enterprise. Through the analysis of the SWOT strategy matrix, it was found that A parallel imported automobile company would be more in line with the SO strategy. Thus, the differentiation strategic goal of A parallel import automobile company was clarified. And according to the market segmentation strategy, it is suggested that it should first use the Internet public domain traffic to channel its own private domain traffic while maintaining the original traditional sales model, and then conduct market segmentation and positioning for the settled customers. At the same time, the company has adopted strategies such as brand differentiation, product differentiation, marketing differentiation and service differentiation to improve the company's business situation. And corresponding safeguard measures have been formulated to ensure the implementation of the differentiation strategy. It is hoped that through the research on the business strategy of company a, it will be helpful and reference for the future development of the enterprise.
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