【正文】 分類號 密 級 U D C 編 號 10520 碩 士 學(xué) 位 論 文東風(fēng)汽車公司專用車發(fā)展戰(zhàn)略研究研究生姓名 ：指導(dǎo)教師姓名、職稱 ： 汪海粟教授學(xué)科門類 ： 管理學(xué)專業(yè)名稱 ： 工商管理碩士研究方向 ： 戰(zhàn)略管理入學(xué)時間 ：二〇一三年四月十日Special Purpose Vehicle Development Strategy Study of Dongfeng Motor CompanyZhang Jianhua10th April , 2022I / 55摘 要2022 年開始，我國經(jīng)濟開始由輕工業(yè)主導(dǎo)時期進入重化工業(yè)發(fā)展階段，在經(jīng)歷了近 10 年城鎮(zhèn)化、工業(yè)化、基礎(chǔ)設(shè)施建設(shè)快速發(fā)展，帶動了商用車需求規(guī)模的日益擴大。伴隨著商用車需求的快速增長，專用車需求也同步提升，專用車行業(yè)地位也日趨重要，國內(nèi)經(jīng)濟高速發(fā)展帶動專業(yè)化用途車輛需求規(guī)模的隨之增大，例如房地產(chǎn)、高鐵、高架橋、輕軌、地鐵建設(shè)對混凝土需求直接拉動了水泥攪拌車、水泥泵車銷量快速增長，我國乘用車需求增加帶來成品油需求拉動了油罐車增長，運輸行業(yè)擴張帶來司機培訓(xùn)需求擴大教練車逐步增長，城市化帶來的市政環(huán)衛(wèi)車輛需求擴張，礦產(chǎn)資源開發(fā)拉動了自卸改裝市場的蓬勃發(fā)展，中長途物流刺激了半掛車需求成倍增加等等。專用車行業(yè)快速發(fā)展的同時，也同步出現(xiàn)了一些風(fēng)險，專用車市場競爭進一步加劇，客戶需求品質(zhì)快速提升，部分領(lǐng)域國內(nèi)專用車技術(shù)無法滿足客戶需求，大量的采用了國外進口技術(shù)，高端市場已經(jīng)被國外知名專用車品牌壟斷，例如泵車取力器、上裝以及高端消防云梯車等等。通過國內(nèi)與國外專用車行業(yè)分析對比，在產(chǎn)品技術(shù)方面，核心技術(shù)方面國內(nèi)專用車企業(yè)與國外企業(yè)存在巨大差距，國內(nèi)的專用車企業(yè)在這方面還存在較大的提升空間；不僅僅是技術(shù)，國外專用車改裝企業(yè)與整車底盤企業(yè)的協(xié)作更是值得學(xué)習(xí)借鑒，面對國內(nèi)整車底盤企業(yè)想向?qū)Ｓ密嚫难b領(lǐng)域延伸，專用改裝企業(yè)力拼進入整車領(lǐng)域，相互協(xié)同效果無法體現(xiàn)，專用車企業(yè)的發(fā)展模式也值得思考。短期內(nèi)預(yù)計 2022 年專用車改裝需求規(guī)?？赡軙咏虻陀?2022 年的水平，從中長期發(fā)展來看，未來專用車改裝領(lǐng)域市場規(guī)模還存在較大的發(fā)展空間，在整車底盤市場需求增速逐步放緩的情況下，專用車未來的發(fā)展更加值得關(guān)注。東風(fēng)汽車公司是國內(nèi)三大汽車企業(yè)之一，擁有雄厚的汽車制造實力，但是在專用車發(fā)展領(lǐng)域卻未處于行業(yè)前列，如何定位專用車的發(fā)展戰(zhàn)略，不僅僅是公司內(nèi)部專用車事業(yè)生存、發(fā)展和壯大的需要，更重要的是在汽車市場“微增長”時代保持東風(fēng)汽車公司持續(xù)健康發(fā)展的需要，如何制定一套全面可行的東風(fēng)專用車發(fā)展戰(zhàn)略，從而在未來一個發(fā)展周期內(nèi)快速提升東風(fēng)專用車事業(yè)的綜合競爭能力，成為了本文需要重點闡述的事項。本文重點講述了世界專用車發(fā)展的歷史和現(xiàn)狀，對專用車發(fā)展相關(guān)理論進行了綜述，探討了國內(nèi)專用車行業(yè)面臨的機會和風(fēng)險，結(jié)合東風(fēng)專用車業(yè)務(wù)的競爭優(yōu)劣勢，根據(jù)自己對專用車發(fā)展的把握和判斷，分析定位了東風(fēng)專用車的發(fā)展情況及目前在汽車市場的地位，從東風(fēng)公司專用車事業(yè)角度探討未來發(fā)展戰(zhàn)略，通過對專用車市場系統(tǒng)化分析，對專用車細分市場競爭態(tài)勢的把握，系統(tǒng)性的編制了東風(fēng)專用車的發(fā)展方向、戰(zhàn)略思路和改善方案，為東風(fēng)的事業(yè)發(fā)展提供建議，同時也為行業(yè)的發(fā)展提供一些參考。關(guān)鍵詞：東風(fēng)汽車公司 專用車 戰(zhàn)略優(yōu)化 SWOT 分析I / 55AbstractSince 2022, China39。s 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 mercial vehicles and special vehicles is expanding, and the status of special vehicle is ascending at the same time .China’s rapid economy growth has driven the scale of demand of special vehicles, for example, the construction of real estate, highspeed rail, viaduct, light rail and underground has boosted the sales of concrete mixer and concrete pump truck 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 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 petition, the quality of customer demand is advancing, the domestic technology can’t meet the demand of customer in some areas. Too much adoption of overseas technology has resulted in the monopoly in the highend market by some foreign brands, for instance, the PTO of pump truck and upside, highend ladder truck and so on. Domestic special 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 are planning to expand their business to the areas of chassis, and it is hard to the development model of special vehicles is worth thinking over. In the short run, the demand of special vehicle in 2022 is expected to be smaller than 2022 the long run, there is still a great capacity in the future even in the background of the “microgrowth” of chassis. Dongfeng Motor Corporation is one of the three domestic auto panies 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 Special Purpose Vehicle. How to locate a special vehicle development strategy is not only the need of the survival, development and growth of the pany dedicate car, but also it is important to maintain the sustained and healthy development of the Dongfeng Motor Corporation in the car market microgrowth era. How to set out a set of feasible strategy of special vehicle and strengthen our prehensive petitiveness in the ing development period will be the emphasis of this article.This article will mainly discuss the development process of special vehicle worldwide in the history, the current situation and the relevant theory 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 bined 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 means of prehensive analyze of the special vehicle market and the understanding of petitive situation in the market segment. I hope this article will give some suggestion for the Dongfeng special vehicle development strategy and give some reference for the special vehicle industry in china at the same time.Keywords: Dongfeng Motor Company Special Purpose Vehicles Strategy SWOT Analysis 目 錄導(dǎo) 論 ????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????1第一章 我國專用車行業(yè)發(fā)展概況 ?????????????????????????????????????????????????????????????????????????6第一節(jié) 專用車的概念及分類 ????????????????????????????????????????????????????????????????????????????????????????6第二節(jié) 我國專用車行業(yè)演進分析 ????????????????????????????????????????????????????????????????????????????????7第三節(jié) 專用車發(fā)展的外部環(huán)境分析 ??????????????????????????????????????????????????????????????????????????10第二章 我國專用車市場分析 ????????????