长春成邦汽车销售公司经营策略研究

发布时间：2018-06-06 00:03

本文选题：汽车销售企业 + 发展策略　；参考：《吉林大学》2014年硕士论文

【摘要】：2013年，世界经济总体呈趋稳态势，我国内需增长虽面临下行压力，但经济增长仍将保持平稳，总体向好的宏观环境，为汽车产业的发展创造了良好的条件。此外，多方位的行业政策陆续出台，也将继续保障汽车行业健康发展。在行业运行指标方面，预计2014年景气指数下行压力将有所加大；汽车产销仍将保持增长，但增速将低于2013年水平。2013年4季度，汽车行业景气指数较上季度略升，预警指数保持在“绿灯区”内运行，总体来看行业运行状况基本良好。预计2014年，我国汽车行业运行将延续这种平稳运行的态势，稳中小幅走弱。汽车刚性需求带来的中长期驱动力仍然存在，居民收入水平不断提高，城镇化建设带来更多的用车需求，这决定了景气指数将总体保持平稳运行态势。这是汽车行业未来保持稳定的基础。本文旨在通过对长春成邦汽车销售公司所处环境及其自身条件进行深入分析，帮助公司在未来发展规划、市场营销方案、服务策略等方面寻找到合适的发展策略，以便于使其快速健康成长，进而逐步实现“广汽丰田最佳经销商”的长期目标。本文第一章为绪论部分。该部分介绍了文章的研究背景、研究意义、研究方法及内容，该部分为全文的写作奠定了基础。本文第二章着重对长春成邦汽车销售公司现状和存在的问题进行分析。在这部分中，对长春成邦汽车销售公司的现状和股东概况做了介绍。并对公司发展中存在的问题进行了分析：1．营销较为陈旧，没有与时俱进。对于积极的对外营销意识不够充分，，还停留在等、靠顾客上门的方法。再深入一些的营销手段也仅限于依据新车上市的时间搞一些新车试驾的活动，但是由于其品牌本身所限，效果并不明显。2．售后服务的意识有待于提高。有些销售顾问在售车前后对客户的态度差别较大，不时的有推诿责任的情况发生，给公司的形象造成了不好的影响。3．财务制度上不够灵活应变，驻店的财务有被架空的嫌疑。由于集团现行的财务制度导致了财务成本的提高。和资金利用率下降的问题。4．收购前后的动荡，使得员工人心涣散。在中升集团接手长春成邦汽车销售公司后，原有管理层全部更换，其重要岗位也采取聘请职业经理人和集团派驻相结合的方式来进行了调整。本文第三章着重分析了长春成邦汽车销售公司所处的战略环境。包括企业宏观环境分析和内部条件分析。宏观环境方面通过政治、经济、社会、技术四个方面进行了分析。而内部条件分析中主要通过经营现状、供应分析、销售分析、财务状况四个方面进行了分析。加以对竞争对手（同品牌竞争对手和其他品牌同级别热销车型的对比）情况的分析。最后通过SWOT分析法分析长春成邦汽车销售公司面临的优势和劣势、机会和威胁，并罗列出了相应的增长型战略（SO战略）、多种经营战略（ST战略）、扭转型战略（WO战略）和防御型战略（WT战略）。本文第四章依据前文的分析确立了企业的发展规划目标：1．短期发展目标：（1）尽快使公司适应集团管理化的模式，制订出切实有效的管理制度。（2）员工凝聚力的提升。（3）保持住长春市场上现有市场份额。2．长期发展目标：（1）集团中同品牌4S的标杆。（2）广汽丰田最佳经销商。并针对这个发展目标制定了实施的策略以及保障措施。
[Abstract]:In 2013, the world economy was generally stable. Although the growth of our domestic economy is facing downward pressure, the economic growth will remain stable, and the overall macro environment has created a good condition for the development of the automobile industry. In addition, a multidirectional industry policy will continue to ensure the healthy development of the automobile industry. On the standard side, it is expected that the downward pressure will increase in 2014, and the growth of automobile production and marketing will remain unchanged, but the growth rate will be lower than the 2013 level in the 4 quarter of.2013. The auto industry boom index is slightly higher than the last quarter. The early warning index is maintained in the green light area. In general, the industry is in good condition. It is expected that China's steam will be in 2014. The operation of the car industry will continue to run smoothly. The medium and long term driving force of the car's rigid demand still exists, the income level of the residents continues to increase, and the urbanization will bring more demand for vehicles. This determines that the prosperity index will maintain a steady state of operation. This is the future of the automobile industry to maintain stability. Based on the analysis of the environment and its own conditions in Changchun Cheng Bang auto sales company, this paper aims to help the company to find a suitable development strategy in the future development planning, marketing plan, service strategy and so on, in order to make it fast and healthy, and then gradually realize "the best dealer of Guangzhou steam TOYOTA". "The long-term goal.
The first chapter is the introduction. This part introduces the research background, significance, methods and contents of the article, which lays the foundation for the whole thesis.
The second chapter of this article focuses on the analysis of the current situation and existing problems of Changchun Cheng Bang auto sales company. In this part, the present situation and general situation of the shareholders of Changchun Cheng Bang auto sales company are introduced. And the existing problems in the development of the company are analyzed. 1. the marketing is more old and does not keep pace with the times. Some marketing means are limited to the new car market time. But because of the brand itself, the effect is not obvious in the.2. after-sales service consciousness. Some sales consultants are on the customers before and after the sale of the car. There is a big difference in attitude, and there is a shift of responsibility from time to time. It has caused a bad influence on the company's image, and the financial system in the.3. is not flexible enough. The current financial system of the group has led to the improvement of the financial cost. And the problem of the decrease of the utilization rate of the capital before and after the acquisition of.4. The unrest made the employees slack. After Zhongsheng group took over the Changchun Cheng Bang auto sales company, the original management layer was replaced, and the important posts were also adjusted by employing professional managers and group stationing.
The third chapter focuses on the analysis of the strategic environment in Changchun Cheng Bang auto sales company, including the macro environment analysis and the internal conditions analysis. The macro environment is analyzed through four aspects of political, economic, social and technical aspects. The internal conditions are mainly analyzed through the operation status, supply analysis, sales analysis, and finance. Analysis of the four aspects of the situation. The analysis of the competitors (the comparison of the same brand competitors and other brands with the same type of hot selling cars). Finally, the SWOT analysis method is used to analyze the advantages and disadvantages, opportunities and threats of Changchun Cheng Bang auto sales company, and the corresponding growth strategy (SO strategy) is listed. The camp strategy (ST strategy), the torsional strategy (WO strategy) and the defensive strategy (WT strategy).
The fourth chapter of this article has established the goal of enterprise development planning according to the previous analysis: 1. short term development goal: (1) make the company adapt to the model of group management as soon as possible and formulate effective and effective management system. (2) enhance the cohesiveness of employees. (3) keep the existing market share.2. long-term development goal in the Changchun Market: (1) group The same brand 4S benchmark. (2) GAC TOYOTA best dealer, and formulated the implementation strategy and safeguard measures for this development goal.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

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