电大毕业论文奇瑞汽车.doc

齐鲁师范学院
毕业论文
题目: 奇瑞汽车企业核心竞争力的培育
姓名赵华化泽峰
专业 10级市场营销二班
学号 20100523038
入学时间 2010年9月11日
指导教师张廷发
日期2013年1月19日
内容提要
在我国汽车经济高速发展的今天,汽车的性价比在不断的提升,从车身的安全、节能、到今天的环保,用户对车辆的要求在不断的提高。奇瑞汽车企业从1997年注册成立,高举民族汽车工业的大旗,造中国老百姓买的起的车,短短几年,奇瑞汽车一举跻身于中国十大汽车厂家之列,并成为中国轿车出口的主力军。然而,在强手如林的汽车市场,每个汽车厂家都在不断的推陈出新,其性价比也在不断的提高,奇瑞仍然在走低价位高销量路线,在车市如林的今天已经不能适应激烈的市场竞争和用户的要求。
论文中指出企业的核心竞争力是企业获取持续竞争优势的来源和基础,奇瑞汽车企业欲在经济全球化大潮中立于不败之地,最有效也是最关键的一点,即是提升企业的核心竞争力。论文对奇瑞企业的现状及存在的问题做出分析,提出竞争力提升路径,最后找出发展策略,希望对奇瑞企业的发展有所帮助。

关键词:奇瑞汽车企业提高质量核心竞争力
目录
一、奇瑞汽车企业概况·····················································5
二、奇瑞汽车企业核心竞争力的培育路径·····································5
(一)价格营销战略·······················································5
(二)分网销售···························································5
(三)网络营销战略·······················································6
(四)汽车文化营销战略···················································6
(五)奇瑞汽车城战略·····················································6
三、奇瑞企业核心竞争力在培育中的不足及原因分析···························7
(一)内部不足因素·······················································7
(二)外部不足因素·······················································7
四、持续提高核心竞争力的措施·············································8
(一)内部实行改革·······················································8
(二)继续打造奇瑞汽车的民族品牌·········································8
(三)创建具有奇瑞特色的汽车企业管理文化·································8