格力电器供应链竞争优势研究

上海交通大学硕士学位论文格力电器供应链竞争优势研究姓名：何王盼申请学位级别：硕士专业：工商管理指导教师：余明阳2009052414421COMPETITIVEADVANTAGESTUDYOFGREESUPPLYCHAINABSTRACTAirconditioningindustryisoneofthemostcompetitiveandwelldevelopedindustriesinChina.CompetingintensivelywithothermajorplayerssuchasMedeaHaierKelonGalanzAUXandChigo,Greegraduallybecamethemarketleader,toppingthedomesticmarketinthepast14years,aswellastheinternationalmarketforfourconsecutiveyears.WhatareGree’scompetitiveadvantageswhichmadeitsosuccessfulinthishighlycompletivemarket?Basingonacommonlyacceptedconcept,Thecompetitionamongsupplychainswillbecomemajorin21thcentury,thefollowingdiscussionanalyseGree’spracticesinsupplychainmanagement.Thearticlefirstexplainsthetheoriesofsupplychainmanagement,followingbyanindepthstudyofthestatusofsupplychainmanagementinChina,andintroducestheconceptofcompetitiveadvantagetheory.ThearticleanalysesthecompetitionintheairconditioningindustrybyreviewingGree’shistoryanditsachievements.BasingonthesummariesofGreen’scompetitiveadvantagesinsupplychainintermsofconcepts,methodologiesandbestpractise,thearticleestablishesavaluationsystemforcompetitiveadvantagesfromsupplychainperspective.Finally,byvaluatingthecompetitiveadvantagesamongthemajorplayersinthemarket,thearticleconcludesthecompany’scompetitiveadvantagesfromsupplychainperspective.ItishopethatthearticlecouldinspirethecompaniesinChineseairconditioningindustryorinothermanufacturingindustries,helpingthemtofocusmoreincompetitiveadvantagesinsupplychainmanagement,andthereforeenhancestheircapabilitiesinsupplychainmanagement,andfinallyrealizethedreamofswitchingfromMadeinChinatoCreatedinChina.KEYWORDSsupplychainmanagement,competitiveadvantages,competitiveadvantagesofsupplychain200946200946200946MBA111.11.1.1200112MartinChristopher21HPDECDellKochindustryMBA21.1.23080902121[1]1.1.3ZARA[1](GB/T18354-2001)(Supplychain)[2][3]U4[2]20004-5[3]20039MBA7WorkFlowPhysicalFlowInformationFlowFundFlow11[3]1FIGURE1TheOperationFlowofSupplyChainZARA[3]200337MBA82.1.2DavidSimchi-LeviDesigningAndManagingTheSupplyChain[4]2.22.2.1[4]DavidSimchi-LeviDesigningandManagingtheSuppyChain:Concepts,Strategies,andCaseStudiesMBA9[5](E.Chamberlin)1939(Hofer&Schendel)2080•M.E.PorterBarney(1991)Barney199112345[6]2[5]www.gcoforum.org[6]Barney,J.B.FirmResourcesandSustainedCompetitiveAdvantage[J]JournalofManagement,1991,1799--120.MBA102FIGURE2StructureofEnterprisesCompetitiveAdvantage/2.2.21()//MBA1121+1233FIGURE3TheStructureofSupplyChainCompetitiveAdvantage1+12MBA122.3123452.3.12.3.2MBA13Bain[7]11Table1TheCoreBusinessofEnterpriseWinMarketandEstablishInfluence/switchcost/2.3.3()[7]Bain&CompanyIncProfitFromtheCoreHarvardBusinessSchoolp.44.MBA142.3.4ERPCRM2.3.52.3.625%25%20%MBA152.48012ERP314GPSMBA16567MBA1733.12020061-12188,564,788200520%178,258,34220058.39%5,257,03520057.58%2007217,005,555200619.35%203,127,502200617.39%4,795,14920062.91%20081-10143,283,14631%151,410,49335.32%5,165,862109%[8]20092108[8]200820088MBA182114520.0818.068.644711.591052886393200862.18%070.8%080752341834161%09[9]55%23[9]20080927MBA193.23.2.1[10]19919019951420054200888004[12]41995-2007FIGURE4TheSalesGrowthofGreefrom1995to2007[10][10]1(19911993)22199419961994953199720012119982001[10],60%092MBA231443.3.21Strengths2000GMV2109251%2WeaknessesMBA24SWOTMBA2544.14.1.111995141997MBA262004200020015210%20000100001000500030000[10]200794S+14S+14S[10]www.gree.com.cnMBA274S4S4.1.21755FIGURE5PullSupplyChainSystem4.1.3200110ERPMBA284.1.408149.92%88.31%15%[11]083125,406,254.54509.63%6,723,094.01[12]4.24.2.1[11]2008329[12]0006512008MBA2919951995ISO90006σ[10]R22R407CR134AR410A[10]1996SGSISO90012004SGSISO14001:2004OHSAS18001:199920062007QC0800002008BRC-[10][10][10]0929.1704.2.3398500500090[10][10]4.32008[14][10][13]