【作者】 林华；

【导师】 王丽娅；

【作者基本信息】 海南大学 ， 工商管理， 2016， 硕士

【摘要】 道路运输业在缓解人们出行需求上,一直发挥着最基础的保障作用,但随着人民收入水平、消费能力、生活质量持续改善,使得人民的出行需求层次不断提高,已不单单满足于能到达目的地即可,公众对运输服务的心理期望向个性化、高端化转变。然而当前道路运输行业却是先进运输组织方式发展缓慢、技术应用水平偏低、服务质量不高的局面,与公众出行期望存在差距。目前道路运输在交通运输体系中,所分担的运输量呈逐年下降趋势。可以预见,未来道路运输业的市场将继续被其他运输方式挤占,道路运输企业所面临的市场竞争将越来越剧烈,将步入一个“寒冬”时期,所以,本文希望通过对行业内的龙头企业的分析和研究,谋求为道路运输企业转型升级提供发展思路。所以,本文选择HHQ运输公司作为研究样本,介绍了HHQ运输公司的发展历程和自身存在的问题,并采用较为常用的SWOT模型对HHQ运输公司的外部环境、自身条件等进行分析,得出公司未来发展需“利用企业优势、避免环境威胁”的结论,并建议公司采用多元化发展战略,即建议公司采用如下总体发展战略:巩固道路运输业务(班线运输、旅游运输、出租车运输);重点培育和发展四大业务:旅游服务业务、站场经营开发业务、汽车服务和物流服务;积极开发租赁包车运输业务。接着阐述了支撑总体发展战略的四个职能战略:品牌营销战略、财务战略、人力资源战略、企业文化战略构成,就如何加强品牌营销、如何优化财务管理、如何提高人力资源管理水平,如何构建企业文化等方面提出对策和建议。最后规划了 HHQ运输公司发展战略的实施步骤,并给出了各实施步骤阶段的具体实施措施建议。更多还原

【Abstract】 The road transport industry always plays the most basic role in alleviating people’s travel demands. But with people’s income level, consumption capacity,quality of life improving continuously, people’s travel demand levels are improving increasingly , and they not only satisfy to reach the destination, but also expect transport services to be changed into personalized, high-end public services. However,the current road transport industry cannot achieve the expectations of public travel,because of the slow development of advanced transport organization mode, low technology application level, as well as low service quality. At present, in the transportation system, the quantity of road transportation is decreasing year by year. It is foreseen that the future of road transportation market will continue to be diverted to other modes of transport, and road transport enterprises will face fiercer and fiercer market competition. Then it will enter a "winter" period,so we hope that we can seek for the development ideas to upgrade the road transport enterprises through analysis and study of the industry’s leading enterprises.Therefore, this paper chooses HHQ Transport Company as the research sample,introduces its development process and existing problems. Meanwhile, after using SWOT model to analyze its external environment and its own conditions, we can conclude the future development of the company to "take advantage of the enterprise, avoid the environmental threat" , and advise the company to adopt diversified development strategy, which suggests that the company adopts the overall development strategy, strengthen the road transport business (class line transportation,tourism transport, taxi transport); focus on fostering and developing the four major business: tourism service station business development business, automotive service and logistics services; actively develop the car rental transportation business.Then the paper discusses the four function strategies, which are the support for the overall development strategy. They are brand marketing strategy, financial strategy,human resources strategy, and enterprise culture strategy. Then it puts forward countermeasures and suggestions on how to strengthen brand marketing, how to optimize financial management, how to improve the level of human resource management, and how to construct corporate culture etc.In the end, the implementation steps of the development strategy of HHQ Transport Company are planned, and the concrete implementation measures and suggestions are given.更多还原