东风汽车股份有限公司轻型卡车业务
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- 日期:2012/10/30
- 案例长度:页
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中文摘要
东风汽车股份有限公司（简称DFAC）主营业务是设计、制造和销售东风系列轻型商用车、东风康明斯发动机及相关零部件。东风轻型商用车已形成东风小霸王、东风金霸、东风多利卡、东风之星、东风金刚、东风皮卡、东方快车等多系列上千个品种，产品结构覆盖轻型卡车、轻客、客车底盘、皮卡、SUV等车型。随着中国经济的高速发展，中国的汽车工业21世纪迅猛增长，虽然以东风汽车为代表的国有大型汽车厂商通过合资合作取得了有利市场地位，然而，随着政府对民间投资领域的放宽，奇瑞、吉利等民营汽车集团也在迅速崛起，中国的汽车行业竞争日趋激烈。DFAC根据国内汽车行业格局和自身特点，制定了“成为行业内最具竞争力的LCV（轻型商用车）制造商”的战略愿景，以及进军高端轻卡，打造新农村车系的战略措施。然而，DFAC的管理层清楚，实现这些战略目标，未来面临着严峻的考验。
关键词：汽车工业；DFAC公司；轻型卡车；战略规划；
ABSTRACT
Dongfeng automobile company limited ( DFAC ) covers its business scope mainly in designing, manufacturing and marketing light commercial vehicles of Dongfeng series, Dongfeng Commins engines and relating parts and components. Dongfeng light commercial vehicles consist of Dongfeng Xiaobawang, Dongfeng Duolica, Star of Dongfeng, Dongfeng Jingang, Dongfeng pickup and Dongfeng Express ect., and the product structure covers light trucks, light Passenger trucks, chassis, pickups, SUV etc.. With the rapid development of China’s economy, the Chinese automobile industry has witnessed its high rise in the 21st century. Although the state-owned automobile enterprises, such as Dongfeng, have acquired advantaged marketplace through the jointly founded ventures, the developing trends towards wide range for nongovernmental investments combined with the rapid rise of private automobile groups like Cherry and Geely leads to fierce competition in the Chinese automobile industry. According to the domestic automobile industry pattern and its own characteristics, DFAC have made the strategy of “being the most competitive LCV manufacturer in the industry” and been reaching to the top light truck and rural market. However, the top management are clear aware the fact that there is still a long way to go to realize such strategies.
Key words: automobile industry; Dongfeng automobile company limited; light truck; strategic plan
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