【作者】 刘韶东；

【导师】 苏素；

【作者基本信息】 重庆大学 ， 工商管理， 2001， 硕士

【摘要】 作为我国汽车齿轮行业的著名企业，綦江齿轮厂有着悠久的历史，和辉煌的过去。今天面临我国加入WTO的影响，面临同行后起之秀的挑战，科学地确定綦江齿轮厂的市场竞争战略具有十分重要的现实意义。本文从国际汽车零部件工业的现状以及我国的差距入手，讨论当前我国国家产业政策、宏观经济与基础设施建设、以及整车厂采购体系发生变革和我国加入WTO对綦江齿轮厂的影响。并建立外部因素评价（EFE）矩阵对此进行分析。分析并预测“十五”期间重型汽车和大客车市场。同时用波特的5种竞争力理论对重型变速器市场环境进行分析。从企业环境、产品的技术经济概况、“十五”汽车变速器市场前景，以及企业债务、生产规模、产品开发能力、企业机制和销售体系等方面分析綦江齿轮厂的关键内部因素，并以此构建内部因素评价（IFE）矩阵，对其内部环境进行分析评价。在内外部分析的基础上，运用威胁-机会-弱点-优势矩阵，提出綦江齿轮厂的竞争战略应该是：强化资本运作，实行股份制改造；加强企业技术中心建设，提高企业产品开发能力；加大投入，提高技术和装备水平；大力加强企业管理；认真实施人才开发战略；建设企业文化；统一营销体系，完善服务网络；扩展配套协作，建立配套体系。更多还原

【Abstract】 As a famous auto gear manufacturer in China, Qijiang Gear Works has a long history and a brilliant past. At present, our country is facing the effect of entering WTO and more challenges come from other competitors. It is very important and most significant to give Qijiang Gear Work a marketing strategy scientifically. In this article, beginning from the present situation of international auto part industry, our state policies, macroeconomic and infrastructure construction, changes from OEM’s purchase system and the effect to Qijiang Gear Works from entering WTO are represented. EFE matrix is set up and analyzed. The market of heavy-duty trucks and buses during the Tenth Five-year Period is analyzed and forecasted. And meantime, Professor Porter’s five-forces model is used to analyze the market of heavy-duty transmissions. The key internal factors of Qijiang Gear Works are analyzed from the aspects such as the environment of the enterprise itself, the technological and economic characteristics of its product, the market future of heavy-duty transmissions during the Tenth Five-year Period, and enterprise debt, production capacity, product development capability, enterprise mechanism and marketing system. An IFE matrix is built of this basis and used to analyze and comment its internal factors. Based on the analysis of the aforementioned factors, the threats -opportunities-weaknesses-strengthens matrix is used to determine that the marketing strategy of Qijiang Gear Works should be as follows: enhancing capital operation, practicing stock company reform, strengthen R & D center of enterprise, improving the product development capability; increasing the investment on upgrade technology and equipment level, improving enterprise management; realizing the strategy of human resources; constructing an enterprise culture; centralizing marketing system and improving after-sales service network; developing a supplying system.更多还原