家用车生产企业的竞争策略分析
摘要
中国汽车行业随着国内经济的迅速发展和加入WTO，全面融入世界经济，出现了爆炸式的增长。世界六大汽车跨国企业集团纷纷全面进入中国，国内原有的以三大汽车集团为首的汽车企业不断增资扩产。与此同时，民营资本也毫不犹豫地投入到这个行业中，行业蓬勃发展。
在中外品牌汽车激烈竞争中，中国家用汽车虽然占据了一定的市场份额，呈现出较好的发展势头，但仍然存在质量不高、技术落后等问题。本文开展中国家用汽车生产企业的竞争策略研究，通过对中国家用汽车发展现状的研究，明确中国家用汽车生产企业存在的问题和发展机遇。从目前家用汽车企业竞争优势、竞争劣势、潜在优势和外部威胁等方面对我国家用汽车企业进行了SWOT分析，分别从技术策略、产品策略、品牌策略、市场策略和管理策略提出中国家用车的竞争发展战略。
关键词：家用车； 企业竞争； 竞争策略； SWOT分析； 发展战略
The competitive strategy analysis of Family car production enterprises
Abstract
There has been explosive growth with the domestic auto industry in China’s rapid economic development and accession to WTO, full integration into the world economy. The world’s six major auto groups have entered the Chinese multinationals, the domestic to the original Big Three auto companies, led the Group continued replenishment of expansion. At the same time, the industry flourish with the Private Capital did not hesitate to invest private capital into this industry.
Fierce competition in the Chinese and foreign brand cars, the Chinese family car though occupied a certain market share, showing a good momentum of development, but there are still not high quality, technological backwardness and other issues. This paper is China’s domestic auto industry competitive strategy, through the development of the Chinese family car of the status quo, clearly China’s independent brand car problems and development opportunities. Start from the current competitive advantage, competitive disadvantage, the potential strengths and external threats such as the family car in China in terms of a SWOT analysis of enterprises, respectively, from technology strategy, product strategy, brand strategy, marketing strategy and management strategy proposed development of competition in the Chinese family car Strategy.
Key words: Family cars; Competitive; Competitive Strategy; SWOT Analysis; Development Strateg
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