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级市场营销二班学号入学时间年月日 指导教师张廷发日期年月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·····················································二、奇瑞汽车企业核心竞争力的培育路径·····································(一)价格营销战略·······················································(二)分网销售···························································(三)网络营销战略·······················································(四)汽车文化营销战略···················································(五)奇瑞汽车城战略·····················································三、奇瑞企业核心竞争力在培育中的不足及原因分析···························(一)内部不足因素·······················································(二)外部不足因素·······················································四、持续提高核心竞争力的措施·············································(一)内部实行改革·······················································(二)继续打造奇瑞汽车的民族品牌·········································(三)创建具有奇瑞特色的汽车企业管理文化·································五、结束语·······························································六、参考文献·····························································一、奇瑞汽车企业概况安徽芜湖奇瑞汽车有限公司成立于年,高举中国唯一自主品牌的旗帜,从一间小草房开始不断做大做强,经过多年的持续改进和不断完善,奇瑞公司的品牌形象和企业形象得到迅速提升。年月奇瑞成为了中国的驰名商标,并入选“中国最有价值商标强”第位。月再次被美国《财富》杂志评为“最受赞赏的中国公司”第位,成为我国唯一进入此排行榜前位的国内汽车制造企业。年月日第一辆奇瑞牌汽车下线,到了年月日,奇瑞第万辆轿车下线;年月日下线了第万辆;年月日,第万辆车下线。从第辆车到第万用了个月,从第万辆到万用了个月,而从第万辆到万辆,奇瑞仅用了个月。标志着快速发展能力已在奇瑞形成,这样的发展速度在中国汽车行业可以说是很少见的。据中国汽车乘用车信息联席会发布的销售数据显示年月奇瑞销量排名第四位,这对于一个自主品牌车企业来说,实属不易。奇瑞和东方之子在其中起着重要的角色,这两款车自上市以来,一直奋力打拼,成为同级车型中的佼佼者。短短几年,奇瑞汽车一举跻身于中国十大汽车厂家之列同时也成为了中国轿车出口的主力军。奇瑞的涂装、焊装等生产线均使用了达到世界一流技术水平的自动化机械手,本质上提高了流水线效率和质量。到了年,奇瑞于年建成的第三总装车间设备安装已全部到位并全线运行,使奇瑞整车月生产总量提高百分之三十。就是在金融危机、全球市场疲软的情况下,奇瑞汽车连