文档介绍：毕业论文(设计)
题目:浙江吉利控股集团核心竞争力探析
(Title):Probing Into Zhejiang Geely Holding Group petence
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专业: 市场营销
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浙江吉利控股集团核心竞争力探析
摘要
2010年3月28日,浙江吉利控股集团成功以18亿美元收购了沃尔沃轿车公司100%的股权,其中包括大家所热切关心的知识产权,这对中国汽车产业来说是一个里程碑式的日子。作为我国汽车行业的领头羊之一,吉利集团近年来发展速度飞快,成长良好。企业核心竞争力是企业竞争优势的来源,吉利则通过技术的自主研发、人才体系的打造、安全技术体系的建立和创新的营销策略四个方式培育其核心竞争力,让其在竞争越发激烈的汽车市场中突围而出。
本文在企业核心竞争力理论知识的指导下,通过吉利集团收购沃尔沃的案例,对吉利集团的核心竞争力做一定的研究,探析吉利培育企业核心竞争力的策略,同时分析吉利集团能够在日趋繁荣又不安定的中国汽车市场上突围而出的原因,揭示培育汽车企业核心竞争力的方法与重要意义,并试图从中找出吉利在核心竞争力的培养中应注意的问题,最后,借鉴吉利的成功,为我国汽车企业提出几点建议。
关键词:核心竞争力;营销策略;自主品牌;技术创新
Research on The petence of Zhejiang Geely Holding Group
Abstract
March 28th, 2010, it is a milestone for Chinese automobile industry when Zhejiang Geely Holding pleted its $-buyout of Volvo with. As one of the bellwethers in our automobile industry, the development speed of Geely is very fast, and has good growth in the recent years. petence is the source of petitive advantage, Geely, who rush out through the line of besiegers from the auto market where e more and petitive, throughs 4 ways that research and development autonomously, builds up a talent system, establishes safety engineering system and uses innovative marketing strategies to cultivate its petence.
With the guidance of the petence theoretical knowledge, and through the case of Geely Holding Group acquired Volvo, this paper researches on the petence of Geely Holding Group, probing into its strategy of petence cultivating, meanwhile point out the reason of Geely can rush out from Chinese automobile market where is flourishing and unstable, announce the way and important significance of pany, finally, take example by Geely’s eed, it also raises some suggestions for Chinese automobile enterprises.
Keywords: petence, market strategy, self-owned brand, technological innovation
目录
一、绪论 1
(一)研究背景 1
(二)研究意义 2
二、企业核心竞争力概述 4
(一)企业核心竞争力的涵义 4
(二)核心竞争力的特点 6
三、吉利汽车竞争力的分析 8
(一)吉利企业简介 8
(二)吉利核心竞争力的培育 10
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