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论文编号：	1959
作者编号：	2120082392
上传时间：	2010/5/18 23:14:40
中文题目：	一汽大众捷达轿车竞争战略研究
英文题目：	The Competition Strategy research of Jetta Cars in Faw-Volkswagen
指导老师：	赵伟
中文关键字：	汽车行业;捷达轿车;竞争策略
英文关键字：	automobile industry;Jetta car;competitive strategy
中文摘要：	随着2007年金融危机的爆发和蔓延，全球经济都陷入了衰退之中，经济形势的持续恶化，促使世界各国政府相继推出了经济救助计划，从而使得世界经济逐步上了复苏之路。而经济危机的蔓延使得我国的经济建设也受到了极大的冲击，2008年度我国的经济增长率为9.0%，自02年以来首次低于10.0%，而08年第四季度增长率仅为6.8%，更加证明了我国经济增长正急速陷入低迷。于是在2009年初，我国政府为了应对金融危机的影响，也实施了一系列经济刺激政策，并在最初的困难时期度过后，发布了新的地区振兴规划和产业振兴规划，这些规划不仅仅是为了应对危机，更注重的是危机过后如何保证我国经济的正常发展与持续繁荣，并提高我国的国际竞争力。 经济危机的蔓延对我国的汽车工业也造成了极大的影响，国内汽车市场销量急剧下滑，车企库存量大幅度增加，汽车工业的前景十分暗淡。在这样的情况下，国家出台了一系列针对汽车行业的经济政策与救市措施，才使得汽车市场在2009年快速的恢复，并加速上涨。当然，这些政策与措施并不仅仅有助于恢复市场信心，更多的是想通过它们促使产业的升级。特别是新能源汽车方面的政策，势必将会对我国汽车工业的结构调整起到至关重要的作用，可以预见的是未来随着相关细则的推出，新能源汽车对于传统能源汽车的冲击将会是显而易见的。而中西部开发政策与“汽车下乡”政策的实施，势必改变原有国内汽车市场的竞争格局，为国内车企打开了一个更为广阔的消费市场。 本文正是以汽车行业为切入点，以一汽大众汽车公司下属捷达品牌轿车为主要研究目标，通过对后金融危机时代中涉及到汽车行业的新政策、新形势所进行的研究分析，从而得出汽车市场，特别是轿车市场环境中的新变化，并对轿车市场的发展趋势进行了一定的预测。另外，通过分析捷达轿车的主要竞争对手，使得读者认识到捷达轿车在今后市场竞争中将要面对的主要竞争对手，以及该竞争对手可能会对捷达轿车市场竞争带来的危害。而通过对捷达轿车在行业竞争环境中的优势与劣势进行合理的总结，得出捷达轿车获取竞争优势的方法与途径。在文章的结尾，通过对捷达轿车引入国内之后所执行的一系列市场竞争战略研究，以及之前对于市场环境的分析与预测，笔者对捷达轿车在未来市场中的竞争策略提出了自己的建议。 本文的主要创新点在于：通过对汽车行业传统竞争策略的研究，笔者发现传统汽车行业的竞争战略通常是以差异化战略为本、并辅之以相应的成本战略，但鉴于我国的特殊国情，笔者提出了一个有别于过往的竞争策略，即在未来一个阶段，针对中国正在起步的农村经济，一汽大众公司应该以捷达轿车为基础，设计、制造出适合于农村市场的车型及相关服务，以保持捷达轿车的竞争力，为捷达轿车的持续发展提供新动力。而未来的研究方向应该着重于对中西部地区农村市场相关环境的分析与研究，对潜在客户群体的消费特征进行更加深入细致的调查，以帮助一汽大众公司制定更有针对性的产品或者服务计划。另外对于相关政策的执行与变化亦应保持高度注意，因其可能会对本文中某些论据产生根本性影响，从而对整个聚焦战略的实施产生影响。 本文是以案例分析为主要研究手段，内容有以下几个主要部分：一，新中国汽车发展史回顾和大众公司捷达轿车发展史回顾；二，宏观环境分析与捷达轿车主要竞争对手分析；三，一汽捷达的战略演变与SWOT分析；四，对一汽捷达轿车竞争战略的展开分析，并提出个人建议。笔者希望通过本文使得读者对捷达轿车引入国内后的发展历程有一个较为深刻的理解，并通过对环境变化的分析，以及对捷达轿车过往竞争战略的研究，为其未来的市场竞争战略得出一个合乎逻辑的判断，从而期望对其未来的经营有所帮助。 从论述结构上来看，本文主要是从发展历史回顾和环境分析入手，通过对捷达轿车所处竞争环境的分析，得出其在环境变化过程中所面对的机会与威胁，同时对其自身所具备的优势与劣势进行分析，进而得出相应的竞争策略。而通过对后金融危机时代环境变化的分析与评估，发现在其未来的市场竞争中，需要重点关注的领域，并提出独特的竞争观点，即聚焦于正处于发展过程中的中西部农村地区，进而为一汽大众公司捷达轿车得出最后的建议。
英文摘要：	When the financial crisis broke out in 2007, the world economy begun to decline, in order to revive the dangerous economy situation, every government all over the world have their own plan for economy. And the economic crisis made our economic slip into recession, the growth in 2008 was just 9.0%, it is first time blow 10.0% from 2002, special in the fourth quarter 2008, the growth was 6.8%, the figure prove that our economic had involved in deeply descending. In 2009, our government have executed the new economy policy against with the economy crisis too, and when the economy situation have some signs of recovery, our government have executed the new plan for region economy and industry, the main target of these plan is to prove the development in the way of formal and flourishing, and improve the country competitive power. The economic crisis made huge influence for automobile industry in china, the sales volumn has decreased much more, the inventory of automobile manufacturer has increased more and more, the situation of this industry has been worse and worse. So the government push several policy for automobile industry, made the market recover and enhance quickly. And these policies did not only help the market return to the situation of increasing, but also make the adjustment of industry structure. Special, the policy for new energy automobile would be helpful for the adjustment, and through the relevant detail regulations in the future, the new energy automobile would be harmful for traditional energy automobiles. Other, the policy for Midwest area and the policy of “automobile for country”, would change the last automobile market, and open a new and big market for manufacturer. In this thesis, I engage in the study of automobile industry, take the Jetta car as the target, through the study of new policy and new situation in the era after financial crisis, get the new difference in automobile industry, special in the car market, and make the forecast about the trends of car market. Other, through the study of the main competitors for Jetta car, show the main competitor and the damage for Jetta. Through get the result of Jetta car’s superiority and inferior position. Through the study of Jetta car’s business action, find the way to compete for superiority. In the end of this text, according to the study, I make the conclusion for Chinese automobile industry, special the car market’s trend. At last, according to the trend, I make the suggest in competitive strategy for Jetta car. Through the study of the traditional strategy in automobile industry, I found the traditional competition strategy is based on the differentiation strategy, by the assistant of the cost strategy, but according to the special situation in China, the writer made a new suggestion: the company should design and manufacture the product or service, base on the Jetta car, according to the situation of Chinese country area, so as to persist the car in the market and help it get more development. In the future, I should engage mainly in the study of the relevant condition about the Midwest district and the country area, through the survey for the consuming feature of the potential customer, make help for the Faw-Volkswagen to design the product or service plan. Other, I should notice the change of relevant policy in time, for its huge influence as to some arguments in the thesis, at last effect on the focusing strategy. The main way of study in this thesis is case study, the mainly including: 1, the history of china automobile from 1949 and the Volkswagen company’s Jetta car; 2, the analysis for macro-environment and the Jetta’s main competitor; 3, the history of Faw- Volkswagen’s Jetta and the SWOT analysis; 4, the detail discussing about the strategy of Faw- Volkswagen’s Jetta, and make my owned sugguestion. Through the thesis, the writer hope made the reader have a deeply acquaintance about the Jetta car in China, and through study and analysis of economic situation and the traditional strategy of Jetta cars, get a logical strategy for the competition in the future, hope more help for Jetta car’s operation. About the structure of thesis, through the history and environment analysis, special the analysis of competition environment, I found the oppurtunity and threaten in the environment for Jetta car, and through the analysis of Jetta’s strength and weakness, I got the competition strategy for Jetta cars. Other, through the analysis of the environments after the financial crisis, I found the main field for Jetta car’s competition in the future, and suggest the special opinion for Jetta cars, that is to focus on the midwest area which the economic is developing, at last, I make the suggestion for Jetta cars.
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