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1、分类号 密 级 U D C 编 号 10520 硕硕 士士学学位位论论文文 东风东风汽汽车车公司公司专专用用车发车发展展战战略研究略研究 研究生姓名： 指导教师姓名、职称 ： 汪海粟教授 学科门类： 管理学 专业名称： 工商管理硕士 研究方向： 战略管理 入学时间： 二二一三年四月十日一三年四月十日 Special Purpose Vehicle Development Strategy Study of Dongfeng Motor Company Zhang Jianhua 10th April , 2013 摘要 I 摘摘 要要 2000 年开始，我国经济开始由轻工业主导时期进入重化工业
2、发展阶段，在经历 了近 10 年城镇化、工业化、基础设施建设快速发展，带动了商用车需求规模的日 益扩大。伴随着商用车需求的快速增长，专用车需求也同步提升，专用车行业地位 也日趋重要，国内经济高速发展带动专业化用途车辆需求规模的随之增大，例如房 地产、高铁、高架桥、轻轨、地铁建设对混凝土需求直接拉动了水泥搅拌车、水泥 泵车销量快速增长，我国乘用车需求增加带来成品油需求拉动了油罐车增长，运输 行业扩张带来司机培训需求扩大教练车逐步增长，城市化带来的市政环卫车辆需求 扩张，矿产资源开发拉动了自卸改装市场的蓬勃发展，中长途物流刺激了半挂车需 求成倍增加等等。专用车行业快速发展的同时，也同步出现了一些风
3、险，专用车市 场竞争进一步加剧，客户需求品质快速提升，部分领域国内专用车技术无法满足客 户需求，大量的采用了国外进口技术，高端市场已经被国外知名专用车品牌垄断， 例如泵车取力器、上装以及高端消防云梯车等等。通过国内与国外专用车行业分析 对比，在产品技术方面，核心技术方面国内专用车企业与国外企业存在巨大差距， 国内的专用车企业在这方面还存在较大的提升空间；不仅仅是技术，国外专用车改 装企业与整车底盘企业的协作更是值得学习借鉴，面对国内整车底盘企业想向专用 车改装领域延伸，专用改装企业力拼进入整车领域，相互协同效果无法体现，专用 车企业的发展模式也值得思考。 短期内预计 2013 年专用车改装需求
4、规模可能会接近或低于 2011 年的水平，从 中长期发展来看，未来专用车改装领域市场规模还存在较大的发展空间，在整车底 盘市场需求增速逐步放缓的情况下，专用车未来的发展更加值得关注。东风汽车公 司是国内三大汽车企业之一，拥有雄厚的汽车制造实力，但是在专用车发展领域却 未处于行业前列，如何定位专用车的发展战略，不仅仅是公司内部专用车事业生存、 发展和壮大的需要，更重要的是在汽车市场“微增长”时代保持东风汽车公司持续 健康发展的需要，如何制定一套全面可行的东风专用车发展战略，从而在未来一个 发展周期内快速提升东风专用车事业的综合竞争能力，成为了本文需要重点阐述的 事项。 本文重点讲述了世界专用车发
5、展的历史和现状，对专用车发展相关理论进行了 综述，探讨了国内专用车行业面临的机会和风险，结合东风专用车业务的竞争优劣 势，根据自己对专用车发展的把握和判断，分析定位了东风专用车的发展情况及目 前在汽车市场的地位，从东风公司专用车事业角度探讨未来发展战略，通过对专用 车市场系统化分析，对专用车细分市场竞争态势的把握，系统性的编制了东风专用 东风汽车公司专用车发展战略研究 II 车的发展方向、战略思路和改善方案，为东风的事业发展提供建议，同时也为行业 的发展提供一些参考。 关键词：关键词：东风汽车公司 专用车 战略优化 SWOT 分析 Abstract I AbstractAbstract Sin
6、ce 2000, Chinas economy has entered the period of heavy chemical industry from the Light Industry. After nearly 10 years of urbanization, industrialization and the rapid development of infrastructure construction，the scale of the demand of commercial vehicles and special vehicles is expanding, and t
7、he status of special vehicle is ascending at the same time .Chinas rapid economy growth has driven the scale of demand of special vehicles, for example, the construction of real estate, high-speed rail, viaduct, light rail and underground has boosted the sales of concrete mixer and concrete pump tru
8、ck directly, the increasing need of product oil of passenger vehicle has driven the sales of oil tank truck, the expanding transportation industry has driven the growth of coach truck for training, the urbanization has driven the need for the municipal vehicles, the mineral resource exploitation has
9、 driven the prosperous development of dump trucks, the medium and long distance logistics has stimulated the sales of semitrailer exponentially and so on. Along with the rapid development of special vehicles, many risks are also emerging: the fierce market competition, the quality of customer demand
10、 is advancing, the domestic technology cant meet the demand of customer in some areas. Too much adoption of overseas technology has resulted in the monopoly in the high-end market by some foreign brands, for instance, the PTO of pump truck and upside, high-end ladder truck and so on. Domestic specia
11、l vehicle has a lot of room for improvement, not only in technology but also in the thought of collaboration model between the refitting enterprise and chassis manufacturer. In china, many chassis manufacturers want to march on the special vehicle business, on the contrary, the refitting enterprises
12、 are planning to expand their business to the areas of chassis, and it is hard to collaborate.so the development model of special vehicles is worth thinking over. In the short run, the demand of special vehicle in 2013 is expected to be smaller than 2011 levels.In the long run, there is still a grea
13、t capacity in the future even in the background of the “microgrowth” of chassis. Dongfeng Motor Corporation is one of the three domestic auto companies and it has a strong automotive manufacturing strength. However, it has not been in the forefront of the industry in the field of development of the
14、Special Purpose Vehicle. How to locate a special vehicle development strategy is not only the need of the survival, development and growth of the company dedicate car, but also it is important to maintain the sustained and healthy development of the Dongfeng Motor Abstract II Corporation in the car
15、market “microgrowth“ era. How to set out a set of feasible strategy of special vehicle and strengthen our comprehensive competitiveness in the coming development period will be the emphasis of this article. This article will mainly discuss the development process of special vehicle worldwide in the
16、history, the current situation and the relevant theory synthetically.it will also introduce the opportunity and risk in domestic special vehicle industry. Besides, it will analyze the development situation and and the position our Dongfeng locate today according my judgement and understanding combined with the strength and weakness of our brand in the market. This article will also work out the development direction ,strategic thinking and improvement plan systematically by
