联系我们

论文查询结果	返回搜索

论文编号：	8263
作者编号：	2120142602
上传时间：	2016/6/5 22:54:51
中文题目：	汽车平行进口对L汽车公司的影响及应对策略研究
英文题目：	The impact of parallel import automobiles to L auto company and coping strategies
指导老师：	张金成
中文关键字：	奔驰；平行进口；4S 店；供应链；L汽车公司
英文关键字：	Mercedes-Benz；Parallel import；4S store；Supply Chain；L auto company
中文摘要：	近年来，随着我国汽车行业的蓬勃发展以及人民生活水平的不断提高，人们对汽车的需求量不断增多，同时对于汽车的质量、价格、售后服务等也提出了更高的要求。雨后春笋般遍布于大街小巷的品牌授权的汽车4S 店凭借着自身的优势成为国内各品牌汽车销售的主力军，但其销售车辆的价格也普遍偏高，甚至高得离谱。究其原因主要是由于进口车辆首先要经过总经销商再到4S 店，总经销商的利润过高所导致，这就严重阻碍了汽车市场的良性发展。自2014年开始，国家陆续发布《关于加强进口的若干意见》的新政策并审议通过开设自贸试验区，为平行进口汽车松绑。随着国家对汽车平行进口政策的放开，市场竞争主体必将增加，这将会带动进口汽车价格回归到合理状态。同时各大汽车经销集团纷纷试水平行进口，看好这一政策进一步放开。L汽车公司拥有二十余年梅赛德斯-奔驰汽车经销经验，是最早在中国销售奔驰品牌汽车的经销商之一。目前在全国设有90多家奔驰4S 店。但是近些年来，随着市场竞争的不断加剧，L汽车公司也在不断地调整它的发展战略，以期增加市场占有率。汽车平行进口政策的普遍放开，无论是对于一般的汽车经销商还是L汽车公司，无疑都像是一枚重型炸弹，势必对它今后的发展战略产生重大影响。考查及应对这个影响，适时推出合理的经营战略，无疑也都是智者所应为之的。本论文首先以产业环境分析理论为基础，简单介绍了汽车平行进口政策产生的背景与内涵，分析了汽车平行进口政策对进口汽车行业的影响，论文以L汽车公司为实例，采用五力分析法，对L汽车公司的核心竞争力进行详细分析，其次根据品牌战略、客户关系理论和供应链分析探讨L汽车公司应对平行进口的策略选择，最后详尽阐述L汽车公司对于汽车平行进实施策略和风险控制。
英文摘要：	In recent years, due to the prosperous development of automobile industry and continuous rising of people’s life standard in our country, our demand of auto cars is growing continuously. Meanwhile, people also have higher requirement to quality, price and after-sale service of the cars. With their own advantages, The authorized 4s stores become the main force of selling brand of automobiles in domestic market, but the sales prices are generally quite high. The main reason is that the foreign cars are normally imported by exclusive distributors before they could be sold in 4s stores, and the exclusive distributor’s profit is excessively high. It is a serious impediment to the healthy development of the automobile market Since 2014, China has gradually released a series of new policies，and passed the resolution of establishing pilot free trade areas，untying the restriction of parallel import. With the implementation of automobile's parallel import policy, more competitors will flood into the market, which will bring the price of cars back to a reasonable level. In the meantime，many big automobile dealer group dipped their toes into the parallel import water， they are very optimistic about further releasing of this policy. L auto company has over 20 years experience in selling Mercedes-Benz cars，she's one of the earliest distributors who started the sales of Mercedes-Benz in China，now she has more than 90 4S stores in this country. Yet in the past few years, as the competition became fierce in the market, L auto company had adjusted their development strategy, aiming to get higher market share. Beyond doubt，the parallel import policy is quite a bombshell, whether to L auto company or to other dealers, it will have great influence on their future development strategies. Firstly，on the basis of industry environment analysis theory，the essay made a brief introduction of the background and connotation of parallel import's birth，then had a systematic analysis about the policy's influence on imported automobile industry. The essay took L auto company as an example，adopting five forces model and making a concrete analysis of L auto company’s core competitiveness. Secondly, based on the brand strategy, customer relation management theory and supply chain, analyzed the strategy of L auto company for parallel imports. At last it elaborated L auto company’s choice and implementation strategy towards parallel import policy.
查看全文：	预览  下载(下载需要进行登录)