湖南申湘实业股份有限公司发展战略研究.pdf

湖南大学
硕士学位论文
湖南申湘实业股份有限公司发展战略研究
姓名:孙士法
申请学位级别:硕士
专业:工商管理
指导教师:祁顺生
20061008
湖南申湘实业股份有限公司发展战略硏究
摘要
近年来,中国汽车产品与服务需求随着国家经济发展而迅速增长。汽车服务
业从小到逐步壮大,经历了十几年的探索。中国区域范围里业已涌现出一批较为
知名的汽车服务企业,湖南申湘实业股份有限公司(以下简称申湘公司)就是属于此
类。随着市场竟争的日益激烈,其在市场的开拓发展中,碰到了意想不到的困难
和问题,发展速度缓慢。因此,本文通过对国内外汽车服务市场和知名汽车服务
企业的调查,对目前中国汽车服务业发展现状进行分析,揭示企业面临的发展机
会和威胁。然后从申湘公司所处目标市场着手,总结申湘公司在市场发展中的优
势与不足,结合公司的使命与战略目标,设计出企业发展战略,来解决发展过程
出现的问题。
本文阐述了选题的背景和意义以及理论研究动态,并且对申湘公司面临的外
部环境进行分析,文中主要分析了行业动态、竞争因素、汽车服务行业的市场变
化趋勢、发展潜力、外部的机遇与威胁等等,接着又对申湘公司的内部条件进行
分析,描述了基本管理状况,探求内部的优势和劣势。然后在前面分析的基础上,
总结申湘公司所面临的机遇与挑战和拥有的优势与劣势,结合申湘公司的使命与
战略目标,对申湘公司未来的发展战略方案做出了选择,并讨论了发展战略的实
施与保障措施,分别从公司管理职能、企业文化、财务管理、人力资源和市场营
销角度细化保障措施,落实到策略具体中。最后就本研究结果做了基本结论。
研究表明,在未来一段时间里,市场开发战略是申湘公司最好的选择,此外,
本文制定了一系列保障措施,确保申湘公司未来发展的顺利进行。初步满足了申
湘公司在未来发展中的战略需求。
关键词:申洲公司;汽车服务业;发展战略;市场开发战略
工商管理硕土学位论文
Abstract
In recent years, the demand of automobile product and service increases rapidly
along with the economy development. It has been more than ten years exploration
since the automobile service industry came into being and gradually developed. One or
several comparatively famous automobile service enterprises already emerge in the
regional range of our country. Hunan Shen Xiang Industry Shares Limited Company is
Iso one of these companies. It encountered unexpected difficulties and problems in
the course of market development, causing its slow development. Based on the surve.
of automobile service market and automobile service brand enterprises of domestic
market and foreign market, as well as the investigation and analysis of the automobile
service industry development, this paper carries on the analysis to the present situation
f our country's automobile service industry and promulgates development opportunity
and also the threat which the Shen Xiang Company is facing. Then the paper locates
the goal market from the Shen Xiang Company, and summarizes the Shen Xiang
Company's superiority and the insufficiency in the market development, the union
company's mission and the strategic target, designs the enterprise developmental
strategy, and solves the problems which appear in the developing process
The paper expounds the background, significance and research trend of the selected
title and analyses the external environment which the Shen Xiang Company faces. This
chapter mainly analyzes the trade trend, the competition factors, the variation tendency
of the automobile service industry, the development potentiality and the external
opportunity and threat of the market etc. Next, the paper analyzes the interior
conditions of the Shen Xiang Company. It describes the basic management condition of
the enterprises and seeks the inside advantage and inferior position. Basing on the
former analysis, it summarizes the challenge, opportunity, superiority and inferiority
which the Shen Xiang company faces, unifies its mission and the strategic target,
makes the development strategy choice of the Shen Xiang company. Finally, it
discusses the development implementation and guarantee measure, and thinning from
companys management function, enterprise culture, financial administration, human
resources and marketing angle separately to ensure the measure, impleme