摘 要

2009年,中国成为世界第一汽车生产和销售大国,2012年中国的汽车保有量超过

1.2亿辆,汽车年产量为1800万辆,年产生报废汽车1000万辆左右,中国正在成为一

个报废汽车的“垃圾场”。欧、美、日一些发达国家已实现了汽车回收利用率90%的目

标,而中国现在的回收利用率还不到70%,同时中国又大量消耗钢铁、有色金属等资源

生产汽车。国家“十二五”规划中,要求大力发展循环经济,K公司作为传统的报废汽

车拆解企业,在此背景下,研究并确定公司发展战略,既十分迫切,又具有重要的现实

意义。

本文一共分为六个部分:第一部分论述了选题背景和意义,介绍了研究内容和方法;

第二部分介绍了战略管理的理论、同时介绍了战略管理方法包括PEST、竞争五力模型、

IFE、EFE、SWOT, BCG等方法。第三部分使用PEST法对公司外部环境中的宏观环境做了

分析,用竞争五力模型对行业环境做了分析,从资源和能力角度对内部环境做了分析。.

第四部分通过SWOT分析法,推导出K公司总体战略应采用发展战略,最后通过波士顿

BCG矩阵法分析了公司各产品和业务组合,论证了公司在业务领域应采用的竞争战略,

并制定出公司的战略目标,论文第五部分论述了实施战略的保障措施。第六部分是结论,

对本研究的结果进行了归纳和总结。本研究将对K公司今后6年的发展提供指导。

关键词:战略管理;规模化;报废汽车拆解;汽车零部件再制造

大连K汽车拆解有限公司战略研究

Dalian K Vehicle Disassembling Company Strategy Research

Abstract

In 2009,China's output and sales amount of vehicle accounts for No.l in the world.

The possessive amount of vehicle in China was over 0.12 billion, and the output of vehicle in

China was over 18,000,000 in 2012. The ELV(end of life vehicle) amount in China in 2012

reached to over 10 million. China is now becoming an ELV rubbish dump. The developed

country and regions such as US, EU, and Japan has achieved 90% of ELV recycling rate, but

that of China is only less than 70%. In the national Twelfth Five Plan, China's central

government has urged to develop the recycling industry economy, As a classic ELV

disassembling company, it is urgent and realistic for K company to research on and formulate

the company's developing strategy in current circumstances.

This article is composed of six parts, the first part is written to introduce the background

of selected topic and importance, as well as the research content and methods. Then the

second part is written to introduce the existing strategic management theory and the PEST,

Five Competitive Power analysis and IFE,EFE,SWOT,BCG analysis methods which have

been often used in current strategic management analysis. The third part is written to analyze

the internal and external environment by using PEST analysis, Five Competitive Power

analysis methods and resource & power analysis. The fourth Part is written to address that K

company should adopt the developing strategy based on SWOT analysis, adopt the

competition strategy, and decide in strategic objectives by analyzing the combination of

different product portfolio by using BCG matrix. The fifth p^t is to draft the security

measures to ensure the implementation of the strategy. The six part is the solution, to

summary and conclude the research solution. This article will provide guidance to the

development of K Company during the following 6 years.

Key Words: Strategic management; Scale industry; Disassembling of ELV;

Reproducing of vehicle component kits

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