近年来，受宏观环境、金融环境、政策环境等不利因素作用下，我国新车销售量在 经多年增长后于 2018 年首次出现下滑，乘用车市场整体销量疲软 ，而 2020 年开年的新 冠疫情对国内汽车市场形成较大冲击，汽车金融作为汽车产业链中最具价值的环节，也 受到较大影响。作为较早进入汽车金融行业的互联网汽车金融平台 ，X 公司如何突破行 业困境，持续发挥其核心竞争力，逆势增长成为其需迫切解决的问题。因此，X 公司汽 车金融业务竞争战略的制定势在必行。通过本文的研究分析，旨在为 制定 X 公司汽车金 融业务的竞争战略提供参考。 首先，本文说明了 X 公司汽车金融业务竞争战略研究的背景与意义，归纳了相关文 献及理论依据，并列出了研究内容和方法。 其次,本文从宏观环境、市场环境、行业竞争结构、竞争对手、合作环境和行业成功 要素五个方面对 X 公司汽车金融业务所处的外部环境进行分析。其中，宏观环境中运用 PEST 分析法对企业所处的政治环境、经济环境、社会环境以及技术环境进行分析；行 业竞争结构分析中运用波特五力模型分析了企业面临行业竞争现状。X 公司汽车金融业 务外部环 境中既有汽车消费金融市场增长等带来的的有利机会，也有行业竞争加剧、经 销商地位提高等不利威胁。同时，本文还介绍 X 公司汽车金融业务发展现状，对 X 公 司汽车金融 业务从资源分析、能力分析、核心专长分析三方面进行内部环境分析。其中， 资源分析包括有财务资源、技术资源、品牌资源、客户资源、人力资源和组织资源五个 方面；能力 分析包括有管理能力、经营能力二个方面；核心专长包括研发及数据分析能 力、营销能力。X 公司汽车金融业务内部环境既有资金来源多元化、大数据风控强、品 牌价值高、市 场营销强等优势，也有专业人才不足、运营经验有限、汽车金融产品创新 不足等劣势。此外，本文在对 X 公司汽车金融业务外部和内部环境的研究分析基础上， 运用 SWOT 分析 矩阵，对比分析了 SO 组合、ST 组合、WO 组合和 WT 组合，提出了 实施差异化战略是目前该公司汽车金融业务的最佳选择，并制定 X 公司汽车金融业务差 异化战略方案，包括 产品差异化、服务差异化和营销渠道差异化。 最后，为了保障 X 公司汽车金融业务差异化竞争战略顺利实施，本文还从从市场营 销、多元化融资、组织与人力资源、信息系统、 风险控制管理等方面提出战略实施措施。 关键词：汽车金融；竞争战略；差异化战略II Abstract In recent years, under the influence of macro environment, financial environment, policy environment and other adverse factors, China's new car sales volume declined for the first time in 2018 after years of growth, and the overall sales volume of passenger car market was weak. However, the new epidemic situation in the beginning of 2020 had a greater impact on the domestic automobile market, and automobile finance, as the most valuable link in the automobile industry chain, was also greatly affected.As an early access to the automotive finance industry, X company how to break through the industry dilemma, continue to play its core competitiveness, adverse growth has become an urgent problem to be solved. Therefore, it is imperative to formulate the competition strategy of X company's auto finance business. Through the research and analysis of this paper, the purpose is to provide reference for the development of X company's auto finance business competition strategy. First of all, the paper summarizes the research background, research methods and references of X company. Secondly, this paper analyzes the external environment of X company's auto finance business from five aspects: macro environment, market environment, industry competition structure, competitors, cooperation environment and industry success factors. In the macro environment, PEST analysis method is used to analyze the political environment, economic environment, social environment and technological environment of the enterprise; Porter's five forces model is used to analyze the current situation of the industry competition faced by enterprises. In the external environment of X company's auto finance business, there are not only favorable opportunities brought by the growth of automobile consumption financial market, but also the adverse threats such as the intensified industry competition and the improvement of dealers' status. At the same time, this paper also introduces the development status of X company's auto finance business, and analyzes the internal environment of X company's auto finance business from three aspects: resource analysis, capability analysis and core expertise analysis. Among them, resource analysis includes financial, technical, brand, customer, human and organizational resources; capability analysis includes management ability and operation ability; core expertise includes R & D and data analysis ability and marketing ability. The internal environment of X company's auto finance business not only has the advantages of diversified capital sources, strong risk control of big data, high brand value and strong marketing, but also has disadvantages such as lack of professional talents, limited operation experience and insufficient innovation of automobile financial products. InIII addition, based on the research and analysis of the external and internal environment of X company's auto finance business, this paper uses SWOT analysis model to compare and analyze the so portfolio, St portfolio, wo portfolio and WT portfolio, and proposes that the implementation of differentiation strategy is the best choice for the company's auto finance business at present, and formulates the differentiation strategy plan for X company's auto finance business, including product differentiation Service differentiation and marketing channel differentiation. Finally, in order to ensure the smooth implementation of the differentiated competition strategy of X company's auto finance business, this paper also puts forward the strategic implementation measures and suggestions from the aspects of marketing, diversified financing, organization and human resources, information system, risk control management and so on. Key words: auto finance; competitive strategy; differentiated strategyIV 目 录 摘要.............I Abstract ......... II 图表清单.....VII 第一章 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 文献综 述............................ 2 1.2.1 竞争战略理论及主要分析工具................ 2 1.2.2 汽车金融文献研究..... 6 1.3 研究内容和方法.............. 11 1.3.1 研究内容................... 11 1.3.2 研究方法................... 11 1.3.3 研究思路及技术路线.............................. 12 第二章 X 公司汽车金融业务外部环 境分析..........14 2.1 宏观环境分析.................. 14 2.1.1 政治和法律环境分析.............................. 14 2.1.2 经济因素分析........... 15 2.1.3 社 会和文化因素分析.............................. 17 2.1.4 技术因素分析........... 18 2.2 市场环境分析.................. 19 2.2.1 市场现状分析........... 19 2.2.2 市场趋势分析........... 23 2.2.3 市场需求分析........... 24 2.3 行业竞争结构分析.......... 27 2.3.1 潜在进入者的威胁分析.......................... 27 2.3.2 供应商讨价还价的权利分析.................. 27 2.3.3 顾客讨价还价的权利分析...................... 28V 2.3.4 替代品的威胁分析... 29 2.3.5 行业内部竞争的 特点分析...................... 29 2.4 竞争对手分析.................. 30 2.4.1 战略群分析............... 30 2.4.2 竞争对手分析........... 30 2.5 合作环境分 析.................. 31 2.5.1 正式合作方分析....... 31 2.5.2 互补合作方分析....... 32 2.6 行业关键成功因素分析.. 32 2.7 机会与威胁分析.............. 33 2.7.1 机会分析................... 33 2.7.2 威胁分析................... 34 2.8 本章小结.......................... 35 第三章 X 公司汽车金融业务内部环境分 析..........36 3.1 发展现状.......................... 36 3.1.1 基本概况................... 36 3.1.2 发展历程................... 36 3.1.3 经营情 况................... 37 3.2 资源分析.......................... 38 3.2.1 财务资源................... 38 3.2.2 技术资源................... 40 3.2.3 客户资 源................... 41 3.2.4 品牌资源................... 41 3.2.5 人力资源................... 42 3.2.6 组织资源................... 42 3.3 能力