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论文编号：	7814
作者编号：	2120132698
上传时间：	2015/12/7 11:24:04
中文题目：	BP公司与其销售代理商之间的合作战略
英文题目：	Cooperation strategy researchBetween BP and its sales agents
指导老师：	柳茂平
中文关键字：	竞争战略，源创新，两面市场，纵向战略联盟，相互强化
英文关键字：	competitive strategy, the source of innovation, both sides of the market, vertical strategic alliance, strengthen each other
中文摘要：	当汽车后市场在中国即将步入十万亿的年产值时，中国的消费者、广大汽修厂对于汽车后市场的汽车保养项目尤为关注。定期的保养在提升车辆性能的同时给车主带来驾乘安全，也给广大汽修厂带来无限商机。作为车辆保养必需的车用润滑油用量快速攀升，车用润滑油品牌间的较量也进入白热化。BP公司车用润滑油拥有两个国际一线品牌，如何在中国市场取得更高市场份额需要清晰的战略目标和正确的竞争战略。本文在简要分析竞争战略后对BP与代理商间的合作关系提出解决方案，旨在发挥联盟作用维持传统渠道销售的领导者地位。本文先运用迈克尔?波特的五力模型、价值链模型、竞争战略理论等对企业进行分析得出BP车用油的广泛差异化战略。然后重点运用合作战略、价值链的纵向联盟、源创新理论对BP公司和代理商的关系提出建立纵向战略联盟并采取措施进行相互强化，属于广泛差异化竞争战略的实现战略。其中，在对BP车用油和其代理商发展及现状做出分析后，得出其合作的优势和主要问题，然后对中国车用油市场做出分析，得出销售渠道的战略导向。本文基于战略联盟思维，根据国内外研究和本企业实际情况提出代理商选择标准评价体系，并给出具体操作，这也是两面市场模型的生态系统的初步构建。当然，生态系统需要不断地充实和强大，所以又针对战略联盟的维持做了相互强化措施分析。本文对于厂家与代理商合作战略的构建和强化是对波特的竞争战略和源创新理论在实践中的融合，波特的竞争战略研究对于企业自身能力提升仍然具有强大指导作用，但是，更应该看到合作的力量。也希望本文的研究和模型能为润滑油行业的健康发展提供一点启示，能为同行业公司提供一种模式研究。
英文摘要：	After the car market in China is about to enter the annual output value of 10 trillion, Chinese consumers, the garage for the car market after the car maintenance project.Regular maintenance of vehicles in the performance of bring driving safety at the same time, will bring infinite business opportunities to the garage.As vehicle maintenance required dosage of vehicle-use lubricant fast rise, automotive lubricants brand competition between has entered the white-hot.BP vehicle-use lubricant has two international first-line brand, how to obtain a higher market share in the Chinese market need clear strategic objectives and the right competitive strategy.This article after the brief analysis of competition strategy to BP and cooperative relations between agents propose solutions, aims to play a role of alliance to maintain the traditional channel sales leader. This paper first USES Michael porter's five model, the value chain model, and the theory of competitive strategy for enterprises to carry out analysis of BP car oil broad differentiation strategy.Then the use of longitudinal alliance, the source of innovation cooperation strategy, value chain theory is put forward on the relationship between the BP and agents to establish vertical strategic alliance and take measures to strengthen each other, belong to the broad differentiation competitive strategy the implementation of the strategy.Among them, the BP oil for car and its agent development and present situation analysis, draw the advantages and main problems of cooperation, and make analysis to Chinese car oil market, sales channel strategy guide.In this paper, based on strategic alliance thinking, according to the research and put forward the enterprise actual situation at home and abroad agent selection criteria evaluation system, and gives the specific operation, the two sides constructing the ecosystem of the preliminary market model. This article for the manufacturer to build and strengthen the agent in cooperation strategy is the porter's competitive strategy and source innovation theory in practice fusion, porter's competitive strategy research for enterprise itself still has a strong guiding role, improve the capacity, however, more should see the power of cooperation.Also hope that this article research and model for the healthy development of the oil industry provides a little enlightenment and provide a model for the same industry company research.
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