【作者】 刘卫东；

【导师】 李海婴；

【作者基本信息】 武汉理工大学 ， 管理科学与工程， 2003， 硕士

【摘要】 中国加入WTO，国内外两个市场接轨，经济全球化浪潮的冲击，情况多变，竞争十分激烈，使现在国内汽车企业的经营工作面临着诸多挑战。优胜劣汰，适者生存，强者发展。在这种环境下，如果没有正确的发展战略，将难以生存和发展。 神龙公司已建成了年产15万辆整车、20万台发动机的能力，经历了大建设、大生产的历史阶段，是国内少数几家大型轿车生产企业之一。当前，在面临中国入世、国内外竞争日益加剧、机遇与挑战俱存的历史关头，如何取得进一步发展、做强做大?——已成为神龙公司必须思索的战略问题。 本论文主要运用了美国战略管理学家——弗雷德·R·戴维的综合战略管理模型、各种战略分析技术以及相关理论，从2002年中期开始，对神龙公司中、长期发展战略进行研究，系统地分析了当前公司经营工作外部环境中的机会和威胁，以及公司内部能力条件的优势和弱点。最后，本文在明确了公司所应采取的竞争型发展战略的基础上，有针对性的提出了以家轿市场为战略重点，推行双品牌(东风标致、东风雪铁龙)和平台模式，构造核心人才“金三角”，通过机制优化、员工创新和学习能力的培养、公司凝聚力的提高和先进企业文化的形成---“四轮驱动”，最终培植公司在技术、质量及成本管理、营销、供应链和服务贸易五大领域的核心竞争力的战略思路，并对神龙公司发展战略的评价和优化进行了一定的探讨。更多还原

【Abstract】 China’s entry into WTO, and the economic globalization provide a lot of prospects in economy in China. But at the same time, they set high demand to the national enterprises especially the automobile industry, which is faced with a great deal of challenges "Survival of the fittest". In this situation, without proper development strategy, it is difficult for enterprises to survive and develop.Supernatural Dragon Company, having experienced the historical stage of the great construction and production, has the ability of producing 150000 cars and 200000 engines annually. It is one of the few domestic enterprises manufacturing large - scale automobiles. At present, opportunity and challenge co-exist. Faced with China’s entry into WTO, and the increasingly keen competition at home and abroad, how to develop drastically and be strong is a strategy problem the Supernatural Dragon Company should consider.This paper mainly applies the comprehensive strategic management model of Fred. R. David, the strategic management of U.S.A. and various kinds of strategy analyzing technology and relevant theories. It studies the mid-term and long-term development strategy of Supernatural Dragon Company beginning from the middle year of 2002, analyzes systematically the chance and threat of external environment in current company management and the advantages and weakness of internal condition, of the company. Finally, on the basis of the competitive development strategy that the company should adopt, this paper points out the key strategy aimed at home automobile markets, develops two series of brands (Donfeng Peugeot, Donfeng Citroen) and platform modes, structures key talent " Gold Triangle". Through optimizing mechanism, staff innovation and learning ability cultivation, company cohesiveness improvement and formation of advanced enterprise culture-"four -wheel driving", the strategic thinking with core competence has been built up, which involves five fields such as technology, quality and cost management, market, supply chain and service trade. What ’s more, this paper makes certain exploration on the appraisal and optimization of the development strategy of Supernatural DragonCompany.更多还原