Research on Development Strategy of HOWO Tractor Division of China
Heavy Truck Group
Abstract
As the country has entered a new development pattern of dual circulation, various
economic factors have flowed rapidly, and the logistics and transportation industry has also
flourished. The tractor has strong cargo carrying capacity, fast transportation speed and
flexible maneuverability,and is themain roadtransportation toolin the logistics
transportation industry. The sales and ownership of tractors represent the prosperity of the
logistics and transportation industry, and their full life cycle also involves all aspects of the
nationaleconomyandpeople'slivelihood,andisa"barometer"ofeconomic
development.In 2021, the cumulative sales of the tractor market will be 676,800 units.
This study takes the HOWO tractor division of China National Heavy Duty Truck
Group as the case study object, takes the main brand "HOWO" (HOWO) tractor of China
National Heavy Duty Truck as the starting point, and combines the theoretical knowledge
of developmentstrategy toanalyze thecurrent situation ofHOWO tractors.The
development status and internal and external strategic environment, that is, the dividends of
the "new international land-sea trade channel", the "14th Five-Year Plan" proposed to
vigorously develop the transportation industry, the continuous development of my country's
highway industry, and the overall stability of the national development environment.
Opportunities, but also facing the uncertainty of economic development brought about by
the epidemic, the impact of large foreign tractor multinational companies, the competition
of other domestic tractor companies, and the impact of rising oil prices, it is concluded that
Sinotruk Howo Tractors The division has problems such as low product market share,
serious internal homogeneity competition, insufficient talent introduction, and insufficient
new energy tractor product capabilities. The four dimensions of ST and WT put forward
business strategies and put forward corresponding functional strategies.
This paper adopts literature research method, mathematical statistical analysis method
and case study method, trying to grasp the general law of the development of the tractor
industry, and formulate a development strategy suitable for Sinotruk Howo Tractor Division
to enhance the market competitiveness. Based on the overall performance of the HOWO
tractor market, a more scientific and targeted strategic goal is established to formulate the
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business strategy and functional strategy of the division. It is hoped that through the
research of this paper, the development strategy system of Sinotruk Howo Tractor Division
can be improved, so that Howo Tractor can further increase its market share and improve its
core competitiveness, and bring some reference for the formulation of the development
strategy of my country's tractor enterprises significance.
Key words：China heavy truck；Division；Tractor；Development strategy
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目录
第1章绪论..................1
1.1研究背景及意义...................1
1.1.1研究背景.............1
1.1.2研究意义.............1
1.2国内外研究现状与评述..............2
1.2.1国外研究综述............2
1.2.2国内研究综述............3
1.2.3国内外研究现状评述..............4
1.3研究思路与研究方法..................5
1.3.1研究思路.............5
1.3.2研究方法.............6
1.4创新点.....................7
第2章理论研究基础................8
2.1相关概念界定................8
2.1.1战略管理的概念...............8
2.1.2竞争战略的概念...............8
2.1.3发展战略的概念...............9
2.1.4事业部的概念.................10
2.2研究工具...............10
2.2.1PEST分析法............10
2.2.2波特“五力”模型................11
2.2.3SWOT分析法............13
2.3不同研究工具的优缺点............13
第3章中国重汽集团豪沃牵引车事业部内部环境分析.......14
3.1中国重汽集团及豪沃品牌概况..............14
3.1.1中国重汽集团概况................14
3.1.2豪沃品牌简介.................14
3.1.3事业部产品和市场分析...............14
3.2战略实施现状..............17
3.2.1事业部组织架构.............17
3.2.2战略管理现状.................18
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