A公司在波蘭市場汽保設備業務的戰略選擇研究

Abstract

波蘭是歐洲的汽車製造中心，由於貸款困難，購買新車較少，因此對汽保設備的市場需求很大，是汽車後市場的消費大國，具有巨大的市場潛力。A公司是我國一家生產汽保設備的制造型企業，如何充分利用波蘭市場，提高國際市場的競爭力是重要的研究問題。本文圍繞A公司汽保設備的波蘭市場發展，主要做了如下研究： 首先，應用PEST分析法分析了宏觀環境，應用波特五力模型分析了微觀環境，掌握了汽保設備在歐洲的政治經濟社會技術條件以及競爭環境。接著，以A公司為例，以調查A公司汽保設備的波蘭市場發展為目的，按破冰階段、進入主題階段、深入討論階段、補充階段等展開訪談，訪談結果顯示，A公司中國汽保設備企業海外收購並購勢頭和歐洲具有較大規模的汽車後市場在一定程度上促進了A公司海外市場拓展，但A公司汽保設備在市場細分、品牌建設、技術創新、市場准入等四個方面存在一些不足。接著，本文應用SWOT分析法分析了A公司汽保設備的波蘭市場發展態勢，並通過分析選擇了集中化戰略。最後，基於集中化戰略，提出如下實施對策：針對市場細分定位不准的問題，選擇SO戰略深入挖掘A公司汽保設備細分市場、科學調整A公司汽保設備細分市場匹配消費者需求。針對品牌建設有所欠缺的問題，可以選擇WT戰略加強汽保設備品牌建設，提高A公司在波蘭市場的影響力、彰顯A公司汽保設備品質優勢兩個方面實施。針對技術創新相對落後的問題，選擇ST戰略推進汽保設備技術創新，可從加強A公司汽保設備新技術應用、推進A公司汽保設備及時升級換代兩個方面實施。針對市場准入存在瓶頸的問題，選擇WO戰略優化東歐市場准入機制，可從為A公司汽保設備准入提供政策支援、促進A公司汽保設備與海外市場發展適應性兩個方面實施。 本文的創新點在於：其一，按破冰階段、進入主題階段、深入討論階段、補充階段等脈絡設計訪談提綱，通過深度訪談得出市場細分定位不准、品牌建設有所欠缺、技術創新相對落後、市場准入存在瓶頸等問題。其二，分析以上問題與A公司汽保設備波蘭市場發展態勢的關係，從而選擇相適應的戰略，解決A公司細分定位不准的、品牌建設有所欠缺、推進汽保設備技術創新與市場准入存在瓶頸的問題。

Poland is the automobile manufacturing center in Europe. Due to the difficulty of loan, the purchase of new cars is relatively small, and more than 80% of them buy second-hand cars. Therefore, there is a large market demand for automobile protection equipment, and it is a big consumer in the automobile aftermarket, with huge market potential. Company A is a manufacturing enterprise producing auto maintenance equipment in China. How to make full use of the Polish market, improve the competitiveness of the international market and seize the international market share is an important question. This paper focuses on the development of the Polish market of the automobile maintenance equipment of Company A, and mainly makes the following research: First, PEST analysis method is used to analyze the macro environment, and Porter's five forces model is used to analyze the micro environment. The political, economic, social and technical conditions and competitive environment of the automobile maintenance equipment in Europe are mastered. Then, taking Company A as an example, with the purpose of investigating the development of the Polish market of Company A's auto maintenance equipment, the interview was conducted according to the ice-breaking stage, entering the theme stage, in-depth discussion stage, supplementary stage, etc. The interview results showed that the overseas acquisition and merger momentum of China's auto maintenance equipment enterprises of Company A and the large-scale auto aftermarket in Europe have promoted the overseas market expansion of Company A to a certain extent, but the auto maintenance equipment of Company A in market segmentation There are some deficiencies in brand building, technological innovation and market access. Then, SWOT analysis method is applied to analyze the development trend of the Polish market of the auto maintenance equipment of Company A, and the centralized strategy is selected according to the problem. Finally, based on the centralized strategy, put forward the implementation countermeasures: in view of the inaccurate positioning of market segmentation, select the SO strategy to strengthen the market segmentation of auto maintenance equipment, which can be implemented from two aspects: combining the entire Polish market to deeply explore the auto maintenance equipment market segment of Company A, matching consumer demand and scientifically adjusting the auto maintenance equipment market segment of Company A. In view of the lack of brand construction, the WT strategy can be selected to strengthen the brand construction of auto maintenance equipment, which can be implemented from two aspects: improving the influence of company A in the Polish market and highlighting the quality advantages of company A's auto maintenance equipment. In view of the relatively backward technical innovation, the ST strategy is selected to promote the technical innovation of the steam maintenance equipment, which can be implemented from two aspects: strengthening the application of new technologies of the steam maintenance equipment of Company A, and promoting the timely upgrading of the steam maintenance equipment of Company A. In view of the bottleneck of market access, the WO strategy is selected to optimize the market access mechanism in Eastern Europe, which can be implemented from two aspects: providing policy support for the access of company A's auto maintenance equipment, and promoting the adaptability of company A's auto maintenance equipment to the development of overseas markets. The innovation points of this article are as follows: First, the interview outline is designed according to the context of ice-breaking stage, entering the theme stage, in-depth discussion stage, and supplementary stage. Through in-depth interviews, it is concluded that market segmentation positioning is inaccurate, brand construction is deficient, technological innovation is relatively backward, and market access has bottlenecks. Second, in view of the problem, analyze the relationship between the problem and the Polish market development trend of the automobile maintenance equipment of Company A, so as to select the appropriate strategy to solve the problem of inaccurate market segmentation positioning, the problem of lack of brand construction, the problem of lack of brand construction, and the problem of bottleneck in market access.