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论文编号：	3056
作者编号：	2120092467
上传时间：	2011/5/19 23:56:40
中文题目：	中国汽车售后服务企业经营模式研究
英文题目：	Case Study on ZQ Company for Research on Automotive After-sale Service Enterprise’s Business Model
指导老师：	李季
中文关键字：	汽车售后服务企业;多元化经营模式;产业链
英文关键字：	Automotive After-sale Market Enterprise; Diversified Business Model; Industrial Chain
中文摘要：	21世纪，中国GDP高速稳定持续增长，城市化进程不断推进，人民生活水平不断提高，汽车加速进入家庭普及阶段。特别是近几年，中国汽车需求量和保有量出现了快速增长的趋势。2010年，中国汽车产销量达到1800万辆， 而民用汽车保有量已突破7000万辆，超越日本、美国等发达国家，一跃成为世界第一大汽车生产国和第一大新车市场。虽然受环境、道路、交通、能源等因素的影响，特别是2011年北京出台限购令、治堵方案等政策，中国汽车的产销量能否继续保持快速增长令人质疑，然而从全世界范围来看，千人汽车保有量为128辆，而中国目前千人汽车保有量只有52辆，不到世界平均水平的一半。如果达到世界平均水平，中国汽车保有量应该是1．56亿辆。而仅仅现有的汽车保有量，中国的售后服务市场无疑成了一个巨大、诱人的大蛋糕。 售后服务市场发展具有独特性，欧美等发达国家售后服务市场已经非常成熟，零部件制造企业在售后服务市场与整车企业在售后服务市场紧密相关又各有特点。加入世贸后，中国汽车产业的发展速度令国外品牌汽车制造商关注，中国市场已经成为焦点。中国的汽车零部件企业如何在在本土售后服务市场激烈的竞争中生存并长足发展取得成功，已经成为关乎企业成败的决定性因素。ZQ公司母公司作为中国历史悠久的汽车零部件集成服务商，由于历史及内部的发展因素，被中国机械工业集团有限公司收购后，其子公司ZQ公司在中国售后服务市场的发展开拓全新的混合多元化经营模式，实体连锁店与电子商务B2C、B2B相结合的经营模式。如何在全球汽车产业链重新洗牌的大局下，立足中国市场，结合企业自身的特点及优势，准确地进行战略定位，采用合理的经营模式，科学完善的管理手段，是企业需要理智思考，妥善解决的问题。 本文立足于中国汽车售后服务市场分析以及国际成熟汽车售后服务市场分析，结合ZQ公司在售后服务市场的经营模式确立，由浅入深，理论结合实际，多角度，多层面进行研究分析。运用SWOT分析法对ZQ公司的优势、劣势，以及面临的机会和威胁作了详细阐述，提出ZQ公司在中国汽车售后服务市场应该如何选择经营模式。论文力求结论和观点客观对实际有指导性。
英文摘要：	In 21’s century, China keeps rapid and steady growing speed in GDP, it was going forward both on urbanization and living level for people, Automotive come into normal family. Especially in these years, it occur that rising fast for the trend of demand and holding for automobile. In 2010, China's auto production and sales reached 18 million, while civilian automobile ownership had exceeded 70 million, overpasses of Japan, the United States and other Western countries, as the world's largest car producer and the new type automobile market. Although affected by the environment, roads, transport, energy and other factors, particularly Beijing issued the purchase limitation and blocking scheme governance policies, in 2011, China's auto production and sales can continue to maintain rapid growth is questioned, but from the world Point of view, a mass automobile ownership is 128, while thousands of automobile ownership in China is only 52, less than half the world average. If china reaches the world average, the automobile ownership should be 156 million. The only existing automobile ownership for China no doubt will become a huge aftermarket, enticing big cake. After-sales market is unique, and the one for the United States, Europe and Japan has matured, automobile companies and parts manufacturers in the aftermarket business with a common, also have their own uniqueness. In the last twenty years, the auto parts intensified the wave of corporate mergers and acquisitions, the Western developed countries, basically in a mature and stable after-market state, while the development of China, India, Russia has become the auto giant's battleground. How China's auto parts business in the local service market in fierce competition for survival, long-term development, to be successful, has become a decisive factor in the success of related businesses. China Auto Parts and Accessory Industry Company as a long history of China's auto parts integration services, due to historical reason and internal developments, the China Machinery Industry Group Co., Ltd. After the acquisition, its subsidiary, ZQ Company develop new aftermarket Business model, physical chain stores and e-commerce B2C, B2B combined. How to succeed in China market, how to use the advanced management and technical means, should be in line with China's national conditions, but also can give full play to their advantages, the enterprise must be properly resolved. This thesis is based on the analysis of China's automotive aftermarket and mature automotive aftermarket, with ZQ Company’s business model in the aftermarket, from theory to practice, and other macro and micro perspective of the analysis. In the case study for ZQ, SWOT method was used to detail analyze the company's strengths, weaknesses, opportunities and threats and put forward problems and solutions for the company's business model how to combine with the company’s actual status and the actual situation of Chinese after-sale market. This Thesis seeks to reach conclusions and forward-looking perspective, practicality and feasibility of the same.
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