对市场环境的分析研究-以福特汽车为例.docxVIP

对市场环境的分析研究——以福特汽车为例 　 　创优论文 整理 　　1.0 汽车产业的市场环境和结构 　　1.1.市场环境 　　市场环境会影响组织的运营，也决定了企业是否可以有效地经营其业务来保证为客户提供优质的产品和服务，同时它整合了市场参与者与能力者。(桥波尔2004)依照企业的市场定位，这些市场力量可以分为两类：内部环境和外部环境。附录a所示这种分析可以看到这两种势力在市场中对企业保持作用一致。因为我们这是分析汽车行业和公司的操作在这个行业所面临的这些问题，随后将继续探讨其中的一些因素。 　　1.2.市场结构 　　克里斯布里顿(2003)认为市场结构可以是一种垄断型竞争，也可以是一种完美型竞争。而根据他对市场结构的定义：市场结构就是竞争企业之间产生的一种大规模性质竞争。同时也是以后总垄断型竞争,寡头垄断,或者垄断取决于公司的性质。 　　1.0 Market Environment and Structure of Automobile Industry 　　1.1. Market Environment 　　The market environment is the combination of actors and forces that affect an organisations capability to operate its operations effectively in order to provide its products and services to its customers. (Jobber 2004) According to Jobber (2004) these forces can be classified into internal or external environment and these will act in accordance with the companys position in the market as shown in appendix A. As this analysis is about the automobile industry and companies operating within this industry are also facing these forces. Some of these factors are explored later on in this report. 　　1.2. Market Structure 　　Chris Britton (2003) defines market structure as the amount of competition that exists between the rivalry organisations. According to him the market structure can be perfection competition; monopolistic competition; oligopoly; or monopoly depending on the nature of business. 　　As the automobile industry in not mainly dominated by one single firm and in different parts of world there are different market leaders. So, in bigger picture the global automobile industry is having an oligopolistic structure where many player are there to share profit and for competition. 　　1.3. Brief Profile of Automobile Industry 　　The automotive industry is the industry involved in the design, development, manufacture, marketing, and sale of motor vehicles. According to Datamonitor (2009), more than 40 million cars were sold across the globe which means the market shrunk by 5.3% as com