(浅谈凯迪拉克企业经营管理.docVIP

浅谈上海通用凯迪拉克经营管理中存在的问题与对策 教 学 点： 宁波广播电视大学 专 业： 工商管理（本） 入学时间： 2011年9月 学生姓名： 边炅灿 学 号： G11100 指导教师： 倪清燃 二○一三年十一月 浅谈上海通用凯迪拉克经营管理中存在的问题与对策 目录 Abstract…………………………………………………………………4 内容提要…………………………………………………………………5 一、凯迪拉克的基本情况………………………………………………6 （一）公司简介…………………………………………………………6 （二）凯迪拉克的历史…………………………………………………6 （三）凯迪拉克在中国…………………………………………………7 二、凯迪拉克的影响力…………………………………………………7 （一）品牌在中国消费者中的地位……………………………………7 （二）凯迪拉克的社会影响力…………………………………………8 （三）凯迪拉克在中国的品牌价值……………………………………8 三、凯迪拉克的现状……………………………………………………9 （一）凯迪拉克在中国的产品较少……………………………………9 （二）凯迪拉克在中国的销量过低……………………………………9 （三）凯迪拉克存在强大的竞争对…………………………………10 四、凯迪拉克经营中存在的问题……………………………………10 （一）企业经营理念与中国国情存在一定偏差……………………10 （二）企业对于中国市场的产品投放过于单一问题………………11 （三）企业应对危机时的做法不够迅速有效………………………11 五、凯迪拉克未来的经营管理策略…………………………………12 （一）切实掌握中国消费者的消费习惯……………………………12 （二）注重针对中国市场的产品研发………………………………13 （三）企业与4S店之间的协调 ……………………………………13 参考文献………………………………………………………………15 Abstract With the vigorous development of Chinas auto market, more and more car brands into China, as a Cadillac luxury car brand in the early to enter the Chinese market is facing challenges from all sides, the car sales in China have been bad, it has enterprise own reason, also has the relationship between the external pressure of competition.It in the Chinese market competition is facing an unprecedented strong.A good management is particularly important for enterprises.Cadillac in people heart has emerged as the image of the luxury business car, most of its products belong to high-end business use of the car. This article is divided into five parts.The first part, this paper introduces the company profile of Cadillac, brand history, as well as the Shanghai gm Cadillac after entering China.The second part, Cadillac highlight its own strong brand value in Chinas social influence and pervasive brand positioning.The third part, less product, low sales and strong competitors in the domestic situation is not optimistic.The fourth part, the deviation of the enterprise concept and