摩托车企业在中国的发展战略研究-一以大阳摩托为例［摘要］随着经济的快速发展，人们对交通工具的要求越发的苛刻。自二十世纪九十年代摩托车狂潮至今已有20余年之久，摩托车市场的需求已逐渐降低，传统摩托车在国内外市场持续下滑，新兴的大排量摩托车、城市代步摩托车、电动摩托车等增长较快，我国摩托车市场需求和产品结构正在向新的方向转变。智能化、信息化、新能源以及互联网等相关产业的发展将继续向摩托车行业渗透，老牌摩托车企业对于未来的发展战略都有着各自的算盘，行业发展面临诸多新挑战，同时还有许多问题有待解决。本文主要以大阳摩托发展战略为主要研究内容，并结合自身的实习工作经历。通过对市场的走访调查，对摩托车市场以及电动四轮车市场的发展现状以及未来发展态势进行初步分析，归纳了我对北方易初摩托车有限公司的发展方向和思路。［关键词］摩托车；企业发展战略；大阳摩托；SWOT分析AstudyonthedevelopmentstrategyofmotorcycleenterprisesinChina—InordertoDayangmotorcycleasanexampleAbstract:Withtherapiddevelopmentofeconomy,peoplearemoreandmoredemandingonthetraffictools.Sincetheninetiesofthetwentiethcenturymotorcyclemaniahasmorethan20yearsold,themotorcyclemarkethasbeenintheyearofrecessionordeclineofthecycle,thetraditionalmotorcycleindomesticandforeignmarketcontinuestodecline,thenewlargedisplacementmotorcycles,urbantransportmotorcycles,electricmotorcyclegrowthrapidly,China'smotorcyclemarketdemandandproductstructureistochangetheirdirection.Thedevelopmentofintelligence,information,newenergyandInternetrelatedindustrieswillcontinuetopenetratetothemotorcycleindustry,veteranmotorcycleenterprisesforfuturedevelopmentstrategyhavetheirrespectiveabacus,thedevelopmentoftheindustryfacesmanynewchallenges.Whiletherearestillmanyissuestoberesolved.RelatedresearchresultsofthispapertoDayangmotorcycledevelopmentstrategyasthemainresearchcontent,summarizesthedomesticmotorcyclestrategytheory,theresearchcontentareanalyzed,andcombinedwiththeirinternshipexperience.Throughthemarketinvestigationvisit,ofmotorcyclemarketandmarketofelectricfour-wheelvehicledevelopmentpresentsituationandthedevelopmenttrendofthefutureofpreliminaryanalysis,summarizedIonthenorthernYichuMotorcycleCo.,Ltd.developmentdirectionandideas.Keyword：Motorcycleenterprisedevelopmentstrategy;Dayangmotorcycle;Swotanalysis;1绪论1.1研究背景在21世纪的今天，摩托车早已不是当初的稀罕物件，多种行业对其市场的吞噬现状，已无法做出较大改变。对于人民收入整体提高，消费水平以及生活水平都已到达一定层次时，对于生活所需品的要求也就会相应的提高。所谓的：“物以稀为贵”，在当初自行车还未普及的年代，一台摩托车不单单代表着代步工具，更是个人资本以及实力的象征。现如今，摩托车已逐渐褪去“稀有”的光环，几乎成为家家户户都够买得起的物品。众多的摩托车企业经过多年的