II 摘要 随着全球经济一体化进程的加速深化，我国人民群众生活水平普遍得到显 著提升，消费能力在不断地增强，对美好生活的需求也在不断增加，其中就包 括对汽车的需求。而作为世界人口大国的中国，对汽车的需求数量显然是非常 庞大的，这无疑表明了汽车业在我国有着巨大的市场，有着广阔的发展前景。 但日益严格的排放标准、屡屡上涨的油价，都导致了传统燃油汽车制造和使用 成本的增加，限制了此类汽车的发展，使得传统燃油汽车不再是汽车企业可持 续的发展方向。这就意味着日益增长的需求与日益严峻的外部环境是一把双刃 剑，不仅给我国的汽车企业带来了重要的战略机遇，同时也让众多汽车企业面 临着前所未有的挑战。 GQ 公司是我国众多汽车企业中起步较晚，但却发展迅猛的典型代表。公司 坚持自主创新为主，合资合作为辅的发展模式，品牌定位精准、发展方向明确。 同时，随着制造能力的提升以及研发技术的掌握，GQ 公司品牌影响力逐步扩大， 已然赶超了众多老牌汽车企业，成为了我国销量最大的汽车企业之一，不仅在 我国众多汽车企业处于相对领先的地位，也受到了国内甚至是国际汽车行业的 认可。但因自主品牌核心技术掌握不足，大而不强，且传统资源以及能源接近 枯竭，这就迫使 GQ 公司不得不寻找长远的可持续发展道路。本文主要运用 SWOT 分析法对 GQ 公司内部条件和外部环境进行系统、全面的分析，并为公 司提出了创新产品技术、创新生产方式、构建供应体系等战略实施方案，这不 仅为 GQ 公司未来可持续发展战略的制定与实施提供意见及建议，也是对其他品 牌的汽车企业发展战略概念的一种尝试探讨。 关键词：品牌；战略；发展战略；研究Abstract III ABSTRACT With the deepening process of global economic, the people's living standards have been improved in China. Not only consumption capacity is increasing, but the demand for a better life is also increasing, including the automobiles. As a populous country in the world, China's demand for automobiles is obviously large. The automobile industry has a huge market and broad development prospects. However, increasingly stringent emission standards and oil prices have block the increase of manufacturing, take more costs in it, limiting the development of such vehicles, making traditional fuel vehicles go out of favor. This means a double-edged sword for auto companies, which not only brings important strategic opportunities , but also makes many automobile enterprises face unprecedented challenges. GQ is a typical automobile enterprises in China, which started late but developed rapidly. The company has precise brand positioning and clear direction of development. At the same time, with the improvement of manufacturing capacity and the mastery of technology, GQ brand influence gradually expanded, become one of the largest car enterprises in China. It not only has a relatively leading position in China, but also in international. However, because of the technology was large but not strong, and the dried up of traditional resources and energy. GQ has to find a long-term road to sustainable development. The paper mainly using SWOT analysis method to make a systematic and comprehensive analysis of the internal and external conditions of GQ. It also puts forward some strategic implementation plans for the company, such as innovative product technology, innovative mode of production and construction of supply system.Which not only provides suggestions, but also tries to explore the concept of the development strategy of other brands of automobile enterprises. Key Words: Brand;Strategy;Development strategy;Research目录 IV 目 录 摘要...........................................................................................................................II ABSTRACT.................................................................................................................III 目 录.........................................................................................................................IV 第 1 章 绪论................................................................................................................. 1 1.1 研究背景和意义.............................................................................................. 1 1.1.1 研究背景............................................................................................... 1 1.1.2 研究意义............................................................................................... 2 1.2 国内外研究文献综述..................................................................................... 3 1.2.1 国外研究现状....................................................................................... 3 1.2.2 国内研究现状....................................................................................... 3 1.3 研究方法.......................................................................................................... 5 1.4 研究内容......................................................................................................... 6 第 2 章 战略管理的相关理论概述............................................................................. 8 2.1 战略管理理论................................................................................................. 8 2.1.1 战略管理概念....................................................................................... 8 2.1.2 战略管理理论研究的主要特点........................................................... 9 2.1.3 战略环境分析方法(PEST)................................................................... 9 2.1.4 战略管理分析方法(SWOT)............................................................... 10 2.2 发展战略理论............................................................................................... 10 2.3 价值链理论....................................................................................................11 2.4 企业组织战略管理理论................................................................................11 第 3 章 GQ 公司发展的内部条件分析.....................................................................13 3.1 GQ 公司简介..................................................................................................13 3.2 GQ 公司发展的内部优势分析......................................................................13 3.2.1 品牌影响力稳步扩大......................................................................... 14目录 V 3.2.2 营销能力逐步提升............................................................................. 15 3.2.3 价格优势日趋明显............................................................................. 16 3.2.4 精益管理日益优化............................................................................. 18 3.3 GQ 公司发展的内部劣势分析......................................................................18 3.3.1 制度体系有待完善............................................................................. 18 3.3.2 战略管理与企业文化脱钩................................................................. 19 3.3.3 战略思维高度不够............................................................................. 19 3.3.4 核心技术自主研发不足..................................................................... 20 3.3.5 市场定位存在一定的局限................................................................. 20 3.4 本章小结....................................................................................................... 21 第 4 章 GQ 公司发展的外部环境分析.....................................................................22 4.1 GQ 公司发展的机会分析..............................................................................22 4.1.1 政策支持提供保障............................................................................. 22 4.1.2 经济发展扩大市场............................................................................. 23 4.1.3 消费力提升增加需求......................................................................... 24 4.1.4 科技进步提升研发水平..................................................................... 24 4.2 GQ 公司发展的威胁分析..............................................................................25 4.2.1 外资品牌带来竞争压力..................................................................... 25 4.2.2 能源紧张冲击传