茂森汽車零配件有限公司競爭戰(zhàn)略研究
發(fā)布時間：2019-04-19 22:15
【摘要】：中國汽車市場在過去的10年（2001至2010年）經(jīng)歷了一個高速的增長期，產(chǎn)銷年平均增長達(dá)到26%，增長率相當(dāng)于GDP增長率的3倍；2011年起增速較過去有所放緩，但GDP和人均可支配收入的持續(xù)增長，仍將推動中國汽車市場在中長期持續(xù)穩(wěn)健增長，2020年之前乘用車仍將處于快速發(fā)展區(qū)間，預(yù)計(jì)增長率約為GDP的1.5倍。汽車配件行業(yè)有著與汽車市場有著同樣的走勢。茂森是一家新加坡上市公司，主要從事汽車配件沖壓與組裝，現(xiàn)其產(chǎn)品主要輻射到珠三角地區(qū)，如何把握汽車產(chǎn)業(yè)增速發(fā)展的機(jī)遇，擴(kuò)大在汽配行業(yè)中的市場份額，在未來的競爭中贏得主動，是茂森必須面對和思考的問題。 企業(yè)戰(zhàn)略研究起源于20世紀(jì)50年代美國，并不斷發(fā)展和創(chuàng)新，而企業(yè)戰(zhàn)略在我國起步較晚，由于多種原因整體水平與西方市場經(jīng)濟(jì)發(fā)達(dá)國家相比還有差距，，因戰(zhàn)略失誤導(dǎo)致企業(yè)破產(chǎn)的案例不在少數(shù)，要想成為具有國際競爭力的企業(yè)，成為全球供應(yīng)商在中國區(qū)域的戰(zhàn)略協(xié)作伙伴，并在未來的國際零部件采購體系中占有一席之地，必須正確選擇自己的發(fā)展戰(zhàn)略。這正是本文以茂森汽車零配件公司(下文簡稱：茂森)作為研究對象的根本原因。 本論文共分五章，首先對本論文的研究背景和意義進(jìn)行了剖析，同時介紹了企業(yè)戰(zhàn)略理論、產(chǎn)業(yè)集群理論以及汽車零配件發(fā)展的相關(guān)知識；然后通過對汽車座椅行業(yè)發(fā)展趨勢進(jìn)行了分析，結(jié)合PEST方法、波特“五力”模型對公司外部環(huán)境進(jìn)行分析評價，找出茂森所面臨的機(jī)會和威脅；接著對茂森的資源狀況、能力狀況進(jìn)行了深入細(xì)致分析，分析了茂森的核心競爭力，評價了茂森所面臨的優(yōu)勢和劣勢；然后通過SWOT分析，選擇出茂森的公司級戰(zhàn)略及競爭戰(zhàn)略，明確了公司的戰(zhàn)略目標(biāo)；最后，為保障競爭戰(zhàn)略的有效實(shí)施，提出了競爭戰(zhàn)略實(shí)施的途徑和保障措施。 本論文在企業(yè)戰(zhàn)略制定過程中，收集了大量的汽車行業(yè)的數(shù)據(jù)，綜合運(yùn)用了企業(yè)外部環(huán)境分析模式、企業(yè)競爭力的指標(biāo)評價體系、IE矩陣(包括IFE、EFE矩陣)、定量戰(zhàn)略評價矩陣(QSPM)，希望這些也能為其他國內(nèi)零部件企業(yè)提供一定的參考。
[Abstract]:China's auto market has experienced a high-speed growth period in the past 10 years (2001-2010), with an average annual growth rate of 26%, which is equivalent to three times the GDP growth rate. Growth has slowed in 2011 than in the past, but continued growth in GDP and per capita disposable income will continue to drive sustained and robust growth in China's automotive market in the medium to long term, and passenger cars will remain in a fast-growing range until 2020. The growth rate is expected to be about 1.5 times that of GDP. The auto parts industry has the same trend with the auto market. Mausen is a Singapore listed company, mainly engaged in automotive parts stamping and assembly, now its products mainly radiate to the Pearl River Delta region, how to seize the opportunity of auto industry growth and development, and expand the market share in the auto parts industry. Win the initiative in the future competition, is the question that Mausen must face and ponder. The research on enterprise strategy originated in the United States in the 1950s, and developed and innovated continuously. However, the enterprise strategy started late in our country, and there is still a gap between the overall level of corporate strategy and the western market economy developed countries because of a variety of reasons. There are many cases of bankruptcy due to strategic mistakes. In order to become an internationally competitive enterprise, to become a strategic partner of global suppliers in China, and to occupy a place in the future international parts and components procurement system, We must choose our own development strategy correctly. This is the fundamental reason why this paper takes Mausen Auto parts Company (hereinafter referred to as Mausen) as the object of study. This paper is divided into five chapters. Firstly, the research background and significance of this paper are analyzed. At the same time, the theory of enterprise strategy, the theory of industrial cluster and the related knowledge of the development of auto spare parts are introduced. Then through the analysis of the development trend of automobile seat industry, combined with the PEST method, Porter's "five forces" model analyzes and evaluates the external environment of the company, and finds out the opportunities and threats that Mausen faces. Then it makes a thorough and detailed analysis of the situation of resources and capabilities of Mausen, analyzes the core competitiveness of Mausen, and evaluates the advantages and disadvantages of Mausen. Then through the analysis of SWOT, we choose the company-level strategy and competition strategy of Mausen to clarify the strategic objectives of the company. Finally, in order to ensure the effective implementation of the competitive strategy, this paper puts forward the ways and measures for the implementation of the competitive strategy. In the course of formulating the enterprise strategy, this paper collects a lot of data of the automobile industry, and synthetically uses the external environment analysis mode of the enterprise, the evaluation system of the enterprise's competitiveness, the IE matrix (including the IFE,EFE matrix), Quantitative strategic evaluation matrix (QSPM), hopes that these can also provide some reference for other domestic parts and components enterprises.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F426.471
本文編號：2461337
[Abstract]:China's auto market has experienced a high-speed growth period in the past 10 years (2001-2010), with an average annual growth rate of 26%, which is equivalent to three times the GDP growth rate. Growth has slowed in 2011 than in the past, but continued growth in GDP and per capita disposable income will continue to drive sustained and robust growth in China's automotive market in the medium to long term, and passenger cars will remain in a fast-growing range until 2020. The growth rate is expected to be about 1.5 times that of GDP. The auto parts industry has the same trend with the auto market. Mausen is a Singapore listed company, mainly engaged in automotive parts stamping and assembly, now its products mainly radiate to the Pearl River Delta region, how to seize the opportunity of auto industry growth and development, and expand the market share in the auto parts industry. Win the initiative in the future competition, is the question that Mausen must face and ponder. The research on enterprise strategy originated in the United States in the 1950s, and developed and innovated continuously. However, the enterprise strategy started late in our country, and there is still a gap between the overall level of corporate strategy and the western market economy developed countries because of a variety of reasons. There are many cases of bankruptcy due to strategic mistakes. In order to become an internationally competitive enterprise, to become a strategic partner of global suppliers in China, and to occupy a place in the future international parts and components procurement system, We must choose our own development strategy correctly. This is the fundamental reason why this paper takes Mausen Auto parts Company (hereinafter referred to as Mausen) as the object of study. This paper is divided into five chapters. Firstly, the research background and significance of this paper are analyzed. At the same time, the theory of enterprise strategy, the theory of industrial cluster and the related knowledge of the development of auto spare parts are introduced. Then through the analysis of the development trend of automobile seat industry, combined with the PEST method, Porter's "five forces" model analyzes and evaluates the external environment of the company, and finds out the opportunities and threats that Mausen faces. Then it makes a thorough and detailed analysis of the situation of resources and capabilities of Mausen, analyzes the core competitiveness of Mausen, and evaluates the advantages and disadvantages of Mausen. Then through the analysis of SWOT, we choose the company-level strategy and competition strategy of Mausen to clarify the strategic objectives of the company. Finally, in order to ensure the effective implementation of the competitive strategy, this paper puts forward the ways and measures for the implementation of the competitive strategy. In the course of formulating the enterprise strategy, this paper collects a lot of data of the automobile industry, and synthetically uses the external environment analysis mode of the enterprise, the evaluation system of the enterprise's competitiveness, the IE matrix (including the IFE,EFE matrix), Quantitative strategic evaluation matrix (QSPM), hopes that these can also provide some reference for other domestic parts and components enterprises.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F426.471
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