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1、上海交通大学硕士学位论文安吉汽车租赁有限公司企业战略管理规划姓名：张庆申请学位级别：硕士专业：工业工程指导教师：胡宗武;夏军20041001上海交通大学工程硕士学位论文 I 安吉汽车租赁有限公司企业战略管理规划 摘 要 近年来随着我国国民经济的飞速发展汽车产业得到了快速的发展在汽车产业的突飞猛进的影响下围绕汽车使用的相关服务也开始在国内逐步升温汽车租赁作为国际上公认的汽车产业链的下游的一个重要环节更是倍受重视2 0 0 3年世界第一大汽车租赁公司 A V I S正式进入中国与上海汽车工业销售总公司合资成立了安吉汽车租赁有限公司 以下简称安吉租赁其目标是要成为国内最大的汽车租赁公司但是新成立的合
2、资公司面对的是国内较为幼稚但又迅速发展变化的汽车租赁市场环境不健全的政策法规不规范的行业竞争不完善的信誉体系顾客不同的消费习惯不同的企业运作理念等等深深的困扰着安吉租赁的领导者本文的目的就是在这样的背景下试图为安吉租赁制定一个以规模化网络化为方向的完整的战略规划这个战略规划不仅要为企业清晰地指明一条长远发展道路同时还要为企业如何实施战略规划提供全面的策略步骤要点 本文首先对全球著名的几家汽车租赁公司的企业战略做了深入的分析研究我们发现这些先进的汽车租赁公司走的都是连锁经营的战略发展道路这为安吉租赁设立自身的战略起到了非常重要的借鉴作用 本文按照企业战略管理的系统理论在战略的分析选择实施三上海交
3、通大学工程硕士学位论文 II 个层面对安吉租赁进行深入细致的研究得到了安吉租赁必须选择网络化规模化的战略通过不断的扩张在 2 0 0 7 年达到国内第一的水平要达到这个战略目标必须有计划分步骤的实施以保证战略的落实最终通过建立战略评价模型来动态调整战略使之更能适应纷繁变化的市场环境 在战略分析选择阶段 本文运用了 P E S T五力及通过 头脑风暴法得出的S W O T 分析用定性研究的方式初步得出了进攻型扩张战略之后引入了战略矩阵的定量分析模型通过德尔菲法把专家的意见通过权重与评分转化为数字来分析最终验证了通过扩张战略来取得网络化规模化的战略本文在战略实施阶段对组织机构资源调配管理政策市场营
4、销业务流程绩效考核I T 系统和企业文化方面进行全面的设计与计划以确保战略的实施最后本文作者建议安吉租赁应采取战略的随时控制机制通过统一的战略评价标准的设定随时采取控制措施纠正实施中产生的偏差引导企业沿着战略的方向进行经营 为了了解租赁市场情况并对论文的观点进行验证本文对国内十多个城市几十家汽车租赁公司进行了全面的调查和分析数据可靠本文研究的内容紧扣着企业的需求在战略确定之后提出了具体可行的战略实施方法实用性强安吉租赁已经按照本文的大部分内容开始了战略的具体执行 关键词汽车租赁战略规划规模化网络化 上海交通大学工程硕士学位论文 III CORPORATE STRATEGY MANAGEMENT
5、 AND PLANNING OF ANJI CAR RENTAL AND LEASING CO.LTD. ABSTRACT In recent years, along with the fast developing Chinese national economy, the automotive industry has been growing rapidly as well. Under this environment, auto related services industries also have been gradually rising in China. The car
6、 rental industry, recognized worldwidely as an important tache in the down part of the automotive industry chain, has been attached much greater importance. In 2003, the world No. 1 car rental company, AVIS, entered into Chinese market by establishing a joint venture called Anji Car Rental and Leasi
7、ng Co., Ltd. (“Anji Car Rental”) with Shanghai Automotive Industry Sales Corporation. The target is to make the JV be the No. 1 car rental company in China. However, what the new JV faces is the immature but very fluctuating car rental market environment, 上海交通大学工程硕士学位论文 IV which has incomplete regul
8、ations and laws, nonstandard competition, deficient credit system, different consumption habits, different company operation concepts and so on. All these deeply make the leader team of Anji company. The purpose of this paper is trying to set a complete strategy oriented by scale and network under c
9、urrent market environment. This strategy should points out not only a clear development direction for the company, but also key steps and elements during the implementation. This paper first does an in-depth analysis for some worldwide famous car rental companies. The result is that all these advanc
10、ed car rental companies all have chosen a network development strategy, which is a very important experience that Anji company can take for reference when setting its strategy. Based on the company strategy management theories, this paper analyzes the Anji company from strategy analysis, selection a
11、nd implementation three levels, and gets the result that the Anji company should chose a scaled network development strategy and become the No. 1 in China in 2007 through expansion. To reach this target, the company should take steps according to the plan to ensure the implementation of the strategy
12、, and dynamically adjust the strategy by establishing a strategy evaluation model to make the strategy adaptable to the unstable market. In strategy 上海交通大学工程硕士学位论文 V analysis stage, the paper uses qualitative research methods like PEST, Five strengths, Brain Storming and SWOT to get an aggressive ex
13、pansion strategy at first. Then, by using strategy matrixes quantitative research methods, Delphi analysis to interpret experts comments to numbers, and finally proves the scaled network development strategy through expansion. In strategy implementation stagy, this paper does a complete design and p
14、lan on the company organization structure, resource distribution, management policies, sales and marketing, business process, performance assessment, IT system and corporate culture, to ensure the implementation of the strategy. At last, this paper suggests that, the Anji company should have a simul
15、taneous control system to the strategy implementation, take corresponsive actions according to the established strategy evaluation standards to correct the variances, and then guide the company to the right direction. In order to understand the car rental market environment to prove this papers stan
16、dpoint, a complete practical research and analysis to many domestic car rental companies in different cities has been taken, so the data is reliable. Also, this paper focuses on the company demands and proposes a feasible implementation plan after setting the strategy, so the paper is applicable. In fact, the Anji company has already started carrying out the strategy according to this paper. 上海交通大学工程硕士学位论文 VI KEY WORDS: car rental, strategy planning, scal
