由于我国经济的增长速度逐步加快以及居民收入水平不断提升，我国汽车消费 水平已经进入到新的阶段。但是由于中国汽车产业的发展迅速和消费者逐步成熟的 消费理念和消费意识，那么作为汽车产业链下的汽车租赁，正在像雨后春笋般发展 起来，与国外相比较来看，我国的汽车租赁欧亿·体育（中国）有限公司发展水平较低，但是这是一个具有 一定潜力的新兴产业。目前社会信用机制方面建立还未完善，有关欧亿·体育（中国）有限公司政策和法规不 够全面，同时，很多汽车租赁企业自身的管理水平滞后，呈现出各自为战，无序竞 争的状态，导致在这个新兴欧亿·体育（中国）有限公司的发展中产生了较多的阻碍。自从我国加入世界贸 易组织之后，所带来的挑战和机遇并存，所有的汽车租赁企业也都经受着严峻的考 验，在这种考验面前制定出符合自身发展的竞争战略显得尤为关键，竞争战略的选 择和制定是企业在未来发展中能够立于不败之地的关键所在。目前，企业所面临的 环境更加复杂，能够让企业在激烈的环境竞争当中处于领先水平的，只有选择与制 定具有一定发展前景的竞争战略，才能够维护企业的竞争地位。 本文主要是基于河北交投汽车服务公司来当作研究对象，第一章主要阐述了背 景、意义、国内外现状以及本文所使用的研究方法；第二章，对本文所使用的技术 性理论和相关概念进行了系统性的阐述；第三章，分析了河北交投汽车服务公司外 部的竞争环境；第四章，对河北交投汽车服务公司内部环境进行了系统性的分析，对 该公司在竞争当中的地位和现状进行了客观呈现；第五章，制定了有关战略，从业 务层面一直到公司的战略目标和战略选择开展了详细的论述；第六部分，针对河北 交投汽车服务公司竞争战略的实施，对该公司在竞争战略方面的实施提出了详细的 措施和建议；结论主要基于以上六章分析的原则上阐述各章节的结论，同时针对存 在的一些问题和不足进行了分析，有利于指导相关企业的发展。主要结论是河北交 投汽车服务公司在制定竞争战略时要通过明确的市场定位、增设服务网点、提高客 户体验等差异化竞争策略来实现企业竞争力的提升。 关键词 竞争战略；汽车租赁；机遇；挑战；客户服务 III Abstract Due to the gradual acceleration of China's economic growth and the continuous improvement of residents' income level, China's automobile consumption level has entered a new stage. However, due to the rapid development of China's automobile industry and the gradually mature consumption concept and consumption consciousness of consumers, then car rental, as a chain of automobile industry, is springing up like bamboo shoots after a spring rain. Compared with foreign countries, the development level of China's automobile rental industry is lower, but it is a new industry with certain potential. At present, the establishment of social credit mechanism is not perfect, the relevant industry policies and regulations are not comprehensive enough, at the same time, many car rental enterprises themselves manage. The level of reason lags behind, showing a state of separate war and disorderly competition, which leads to more obstacles in the development of this new industry. Since China's accession to the World Trade Organization (WTO), all automobile rental enterprises are withstooding severe tests, facing both challenges and oppotunities. It is particularly critical to formulate a competitive strategy in line with their own development in the face of this test. The choice and formulation of competitive strategy is the key for enterprises to be in an invincible position in the future development. At present, the environment faced by enterprises is more complex, what can make enterprises in the leading level in the fierce environmental competition, only the choice and formulation have one. Only by setting the competitive strategy of development prospects can we maintain the competitive position of enterprises. This paper is mainly based on Hebei jiaotou automobile service company as the research object, the first chapter mainly expounds the background, significance, domestic and foreign status and the research methods used in this paper; in the second chapter, the technical theory and related concepts used in this paper are systematically expounded; the third chapter, analyzes the external competitive environment of Hebei jiaotou automobile service company. The fourth chapter makes a systematic analysis of the internal environment of Hebei jiaotou automobile service company, and objectively presents the position and present situation of the company in the competition; In chapter five, the strategy is formulated, from the business level to the company's strategic objectives and strategic choices. The sixth part, aiming at the implementation of the competitive strategy IV of the Hebei jiaotou automobile service company, puts forward the detailed measures and suggestions for the implementation of the competitive strategy of the company. The last chapter is the conclusion, mainly based on the principle of the above six chapters to explain the conclusions of each chapter, at the same time, some existing problems and shortcomings are analyzed, which is helpful to guide the development of related enterprises. The main conclusion is that when making the competitive strategy, Hebei jiaotou automobile service company should enhance the competitiveness of the enterprise through clear market positioning, adding service outlets, improving customer experience and other differentiated competitive strategies. Key words Competitive strategy; Car rental; Opportunities; Challenge; Customer service V 目 录 摘要 ········ I Abstract ···· III 第1章 绪 论 ············· 1 1.1 研究背景 ············ 1 1.2 研究目的和意义 ··· 1 1.2.1 研究目的 ······· 1 1.2.2 研究意义 ······· 2 1.3 研究现状 ············ 2 1.3.1 国外研究现状 · 2 1.3.2 国内研究现状 · 3 1.4 研究方法 ············ 5 1.5 本章小结 ············ 6 第2章 相关概念及基础理论 ············· 7 2.1 相关概念 ············ 7 2.1.1 汽车租赁 ······· 7 2.1.2 竞争战略 ······· 7 2.2 基础理论 ············ 7 2.2.1 基本竞争战略理论 ············· 7 2.2.2 PEST分析理论 ················· 8 2.2.3 SWOT分析理论 ················ 9 2.2.4 波特五力模型 · 9 2.3 本章小结 ··········· 11 第3章 河北交投汽车服务公司外部环境分析 ········· 13 3.1 外部环境分析 ····· 13 3.1.1 政治环境分析 13 3.1.2 经济环境分析 14 3.1.3 社会文化环境分析 ············ 15 3.1.4 科技环境分析 15 3.2 汽车租赁市场波特五力分析 ····· 16 3.2.1 供应商议价能力 ··············· 16 3.2.2 购买者的议价能力 ············ 16 VI 3.2.3 新进入者的威胁 ··············· 16 3.2.4 替代品等的潜在威胁 ········· 17 3.2.5 同业竞争者的竞争程度 ······ 17 3.3 外部环境综合评价（EFE） ······ 19 3.4 本章小结 ··········· 21 第4章 河北交投汽车服务公司内部环境分析 ········· 23 4.1 河北交投汽车服务公司概述 ····· 23 4.1.1 公司简介 ······ 23 4.1.2 公司业务 ······ 23 4.1.3 公司组织结构 23 4.2 内部环境分析 ····· 24 4.2.1 经营状态分析 24 4.2.2 服务能力分析 25 4.2.3 成本分析 ······ 25 4.3 内部能力综合评价（IFE） ······· 26 4.4 本章小结 ··········· 27 第5章 河北交投汽车服务公司竞争战略的制定 ······ 29 5.1 河北交投汽车服务公司SWOT分析 ············· 29 5.1.1 优势分析 ······ 29 5.1.2 劣势分析 ······ 29 5.1.3 机遇分析 ······ 29 5.1.4 威胁分析 ······ 31 5.2 SWOT矩阵模型 ·· 32 5.3 河北交投汽车服务公司竞争战略目标 ··········· 34 5.4 河北交投汽车服务公司竞争战略选择 ··········· 35 5.4.1 市场细分 ······ 35 5.4.2 经营模式选择 36 5.4.3 差异化战略选择 ··············· 37 5.5 本章小结 ··········· 38 第6章 河北交投汽车服务公司竞争战略的实施 ······ 39 6.1 构建运营支持体系 ················· 39 6.2 积极打造企业品牌 ················· 40 6.3 价值创造及最佳成本 ·············· 41 6.4 连锁发展新建网点布局 ··········· 41 VII 6.5 重视客户的体验服务 ·············· 42 6.6 本章小结 ··········· 42 结 论 ······ 43