I
摘 要
随着全球摩托车产业在国际市场进一步发展，具有资金、技术等优势的国外摩
托车企业，通过在中国创办合资企业等方式，加大与中国摩托车企业竞争力度。处
于从成熟期转向衰退期阶段的国内摩托车企业，因自身存在创立时间短、技术创新
不足等问题，面临巨大的冲击和挑战。如何制定符合自身发展需求的战略并贯彻实
施，顺利实现企业的调整提高、转型升级，走出困境，最终全面提高企业核心竞争
力，做强做优，实现可持续发展，是当前中国摩托车企业面临的迫在眉睫的课题
本文以 NF 集团摩托车产业为研究对象，根据企业战略理论，运用战略分析方法，
通过对 NF 集团摩托车产业内部条件和外部环境进行系统分析，发现其存在的问题，
明确战略定位，提出未来发展思路，制定出符合 NF 集团摩托车产业的可实施发展战
略和保障措施
本文首先介绍了论文的研究背景，提出了研究问题的目的意义和方法。然后根
据战略理论，运用战略管理 PEST 分析方法和五力模型分析方法，对摩托车产业外部
宏观环境和行业环境现状进行分析。接着对 NF 集团摩托车产业内部环境剖析，通过
SWOT 分析，明确了 NF 集团摩托车产业具有的优势和劣势，面临的机会与威胁。在此
基础上，确定了 NF 集团摩托车产业的发展战略：通过整合资源，优化结构，技术创
新，巩固中低端市场，拓展高端市场，实现转型升级和可持续发展。最后提出了可实
施的战略保障措施
期望本文对NF集团摩托车产业发展战略的研究，能为NF集团摩托车产业和摩托
车行业类似企业转型升级、调整发展提供借鉴和参考
关键词：NF 集团；摩托车产业；战略；分析；研究III
Abstract
Along with global motorcycle industry with its further development in the
international market,the foreign motorcycle industry which have advantages of
capital,technology and etc. are increasing intensity of competition with Chinese
motorcycle industry through the way of establishing joint ventures.Because of its own
problem of creating a short time and insufficient of technology innovation, the domestic
motorcycle industry which are in the period turning from maturity to recession, face great
impact and challenges.Finding its own reasonable development strategy to implement, to
realize industry adjustment and improvement ,to transform and upgrade, to get out of
trouble, to improve industry key competition, to do better,and to realize everlasting
development,is a urgent project for present Chinese motorcycle industry.
According to strategic theory of the motorcycle industry and the method of strategy
analysis, the thesis takes NF Group motorcycle industry as an example , and process
systematic analysis of its internal and external environment, in order to find its existing
problems,to fix a clear strategic positioning,to propose future development thought ,and to
implement enforceable development strategy and supporting measures.
Firstly, the thesis introduces research background,and propose the research
target ,significance and method.Secondly,based on strategy theory,the thesis analyzes
external motorcycle industry macro-environment and present industry environment
through the method of strategy management PEST analysis and five forces model
analysis.Thirdly,further more,the thesis analyzes NF Group motorcycle industry internal
environment,in order to make clear its advantage,disadvantage,opportunity and threaten.
Based on above methods,it make sure NF Goup motorcycle industry developing
strategy:NF Group must realize transformation,upgrading,and ever-lasting development
through integrating resources,optimizing structure,creating technology,consolidating
middle and low-end market,and expanding high-end market.
The research of NF Group motorcycle industry development strategy will provide
reference for NF Group industry transformation, upgrading, and regulating development,
and also as reference for the similar motorcycle industry.
Keywords:NF；GroupMotorcycle Industry Strategy；Analysis；Research