随着我国经济进入新常态，交通运输向便捷化、信息化、现代化发展是大势所趋。 近年来，铁路、航空的蓬勃发展、网约车的迅速兴起和私家车的快速增长，改变了人们 的出行方式，同时给道路客运行业带来了巨大冲击，客运市场份额不断流失，发展空间 被日益压缩。面对竞争和挑战，道路客运企业如何优化内部资源配置，实施战略调整， 实现可持续发展，是企业所面临的迫切问题。 本文通过对杭州长运运输集团有限公司的实地调研，结合政治、经济、社会发展情 况，运用PEST分析法、波特五力模型和SWOT分析法等战略管理的相关理论知识，对 杭州长运运输集团有限公司内部环境和外部环境进行了分析和总结。根据企业内部优势 大于劣势，面临的威胁大于机会的现状，提出了多元化发展的总体战略，即以“稳固主 业，做强两翼，多元化发展”为战略方针，精耕细作，夯实主业基础，寻求突破，实现 主业稳中求进，加大对旅游和物流业务的投入力度，做强两大业务，使其成为企业发展 的新支柱，同时加快发展包车、租车、汽修、房地产等业务，寻求新的经济增长点。 根据总体战略，本文提出了战略实施方案与保障措施，多元化战略的实施有助于杭 州长运运输集团有限公司提高企业管理水平，优化业务结构，提升核心竞争力，同时对 中国道路客运企业在竞争激烈的外部环境中发展壮大具有一定的借鉴与参考价值。 关键词：道路客运；长运集团；发展战略 II Abstract Asournation’seconomystatereformtonewnormal,theconvenient,modernizedand informatizedtransportbecomeanirreversibletrend.Inrecentyears,flourishmentofrailway andaviationindustry,rapidrisingofonlinecar-hailingservice,andfastgrowthamountof privatecarshavetransformedthepublic’swaysinthemeantimeboughthughimpacttoroad passengertransportationbusiness.What’smore,passengertrafficServicearekeepingloseits marketshareandspace.Facingthegreatcompetitionandchallenges,thewaytooptimize internalresourceallocation,implementstrategicrealignmentandkeepsustainable developmentbecomeroadpassengertransportationenterprise’sfirstconcern. AccordingtotheresearchofHangzhouLong-DistanceTransportGroupCo.,Ltd,this articlecombinewithsituationanalysisofournation’spolitics,economyandsociety,andapply relatedtheoreticalknowledgeofstrategicmanagementE.g MichaelPorter'sFiveForcesModel,PESTAnalysis,SWOTAnalysisandsoon,toanalyze anddrawanconclusionforbothinternalandexternalcircumstanceof HangzhouLong-DistanceTransportGroupCo.,Ltd.Thisarticleproposeanoverallstrategy as“Reinforcemainbusiness,strengthentwowingsanddiversifydevelopment”,whichseeka breakthroughforthestrategic,focusonintensivecultivationandfirmingthefoundationof passengertrafficservice.Theenterpriseshouldfulfilthesteadyprogressinmainbusiness, thenincreasetheinputandstrengthenthetourismandlogisticsbusiness,theenterpriseshould makethosebusinessbecomeitsdevelopment’snewsupport.Inthemeantime,acceleratethe developmentinthefieldofBusinessE.gCharteredbusservice,CarRental,AutoRepair,Real Estateandsooninordertoseekneweconomicgrowthpoints. Inthelightofthemainstrategy,thisarticlealsomentionstrategicimplementationplan andsafetyprecautions.TheDiversificationstrategyimplementationhaveadvantageof HangzhouLong-DistanceTransportGroupCo.,Ltdimprovingbusinessitsmanagement, optimizingitsbusinessstructure,andupgradingitscorecompetitiveness.Atthesametime,it isacertainsuggestionandhavegreatvalueforChineseroadpassengertransportation enterprisestodevelopandgrowinthehighlycompetitiveexternalcircumstance. KeyWords：Roadpassengertransportation;Long-DistanceGroup;Developmentstrategy III 目录 摘要.....................................................................................................................................I Abstract.......................................................................................................................................II 目录...........................................................................................................................................III 第一章绪论...............................................................................................................................1 1.1研究背景与意义..................................................................................................................1 1.1.1研究背景...................................................................................................................1 1.1.2研究意义...................................................................................................................1 1.2国内外文献综述..................................................................................................................2 1.3研究内容与框架..................................................................................................................5 1.3.1研究内容...................................................................................................................5 1.3.2研究框架...................................................................................................................6 第二章研究方法.......................................................................................................................7 2.1文献分析法..........................................................................................................................7 2.2PEST分析法........................................................................................................................7 2.3波特五力模型......................................................................................................................7 2.4SWOT分析法......................................................................................................................8 第三章长运集团环境分析.....................................................................................................10 3.1长运集团简介....................................................................................................................10 3.1.1发展历程.................................................................................................................10 3.1.2现行战略.................................................................................................................11 3.2宏观环境分析....................................................................................................................11 3.2.1政治法律环境分析.................................................................................................11 3.2.2经济环境分析.........................................................................................................13 3.2.3社会环境分析.........................................................................................................14 3.2.4技术环境分析.........................................................................................................15 3.3行业竞争性分析................................................................................................................16 3.3.1现有竞争者之间的竞争力.....................................................................................16 3.3.2替代品的威胁.........................................................................................................16 3.3.3潜在竞争对手分析.................................................................................................18 3.3.4买方的议价能力分析.............................................................................................19 3.3.5供应商的议价能力分析.........................................................................................19 3.4长运集团内部环境分析....................................................................................................20 3.4.1组织结构分析.........................................................................................................20 3.4.2管理能力分析.........................................................................................................21 IV 3.4.3财务与经营情况分析.............................................................................................22 3.4.4人力资源分析.........................................................................................................22 3.4.5核心竞争力分析......................................