国内汽车企业的竞争战略选择

学生毕业论文

题目：国内汽车企业的竞争战略选择

——以东风汽车公司为例

指导教师：帅亮职称：副教授

姓名：黄小星学号： 13041067 班级： 1302班年级： 13级

专业：工商管理

二〇一七年四月二十八日

中文摘要

从竞争战略来看，战略管理的突出特点是强调战略与选择，这是企业未来生存与发展的基础。国产汽车如东风汽车公司，必须在环境的快速变化中寻找扩大企业利润的机会，将市场现有的风险规避。本文首先研究了我国汽车行业市场，从现有的企业数量，各企业在市场中所占的份额，汽车市场的集中度，各个企业生产出产品的差异化程度，还有汽车行业的进入和退出壁垒等方面来体现。然后根据市场结构的影响因素，主要有三个，市场集中度、规模经济以及进入和退出壁垒，结合我国具体国情分析东风汽车公司所处的市场环境。最后一个部分主要是结合前两个环节的分析，为东风汽车公司提出一些建议，主要有提升营销观念，加大科技研发投入，加强纵向一体化程度，进行企业间的合并重组，在此基础上争取政府实施良好的产业政策。希望通过对东风汽车公司的研究能为国产汽车企业未来的发展提供可以借鉴的地方。

【关键词】东风汽车公司；战略选择；竞争；市场集中度

Abstract

From the competitive strategy point of view, the prominent feature of strategic management is to emphasize the strategy and choice, which is the future survival and development of enterprises based.Domestic cars such as Dongfeng Motor Company, must be in the rapid changes in the environment to find opportunities to expand corporate profits, the market to avoid the existing risks.This paper first studied the automobile industry market in China, from the existing number of enterprises, the share of enterprises in the market, the concentration of the automobile market, the degree of differentiation of the products produced by the enterprises, and the entry and exit of the automobile industry Barriers and other aspects to reflect.And then according to the market structure of the factors, there are three, market concentration, economies of scale and entry and exit barriers, combined with China's specific national conditions Dongfeng Motor Company in which the market environment.The last part is mainly based on the analysis of the first two links, for the Dongfeng Motor Company made some suggestions, mainly to enhance the marketing concept, increase investment in science and technology research, strengthen the degree of vertical integration, the merger and reorganization between enterprises, on this basis For the government to implement a good industrial policy.Hope that through the Dongfeng Motor Company research for the future development of domestic auto companies can provide a reference to the place.

【Key words】:DongFeng Motor Corporation；strategic choice；competition；market concentration

目录

中文摘要......................................................................................................................... I Abstract .......................................................................................................................... II

一、案例简介 (1)

二、我国汽车行业市场分析 (1)

（一）企业数量 (2)

（二）市场份额 (2)

（三）市场集中度 (3)

（四）产品差异化程度 (4)

（五）进入和退出壁垒 (4)

三、市场结构的影响因素 (4)

（一）市场集中度 (5)

（二）规模经济 (5)

（三）进入和退出壁垒 (5)

四、国内汽车企业的竞争战略选择 (6)

（一）营销观念的进步 (6)

（二）科技研发 (7)

（三）加强纵向一体化程度 (8)

（四）公共政策 (8)

注释 (10)

参考文献 (11)

致谢 (12)