华达汽车经营战略规划

上海交通大学硕士学位论文华达汽车经营战略规划姓名：沈荣根申请学位级别：硕士专业：工商管理指导教师：陈亚民20050228EMBABCCB;SWOTSWOTEMBAThispaperisdividedintothreeparts,Part1analyzetheexternalenvironmentofautomobileindustry;andthen,proposingHuaDaautomobile’sbusinessobjectiveanditsstrategy;andfinally,thispaperexpoundhowtoassessthebusinessstrategywithdeviationmethod.ThefirstchapterofthispaperanalyzestheautomobileindustrywithPorter’sFive-ForcesModelandtheattractivenessoftheautomobileindustryusingtheanalysisframeworkofexternalfactorsindustrialattractivenessandatthesametime,comparingHuadaanditscompetitors.Basedontheaboveanalysis,thispaperconcludesopportunityandthreatsfacedbyHuada.Throughanalyzingtheinternalvaluechain,thispaperidentifiestheHuaDaStrengths,Weaknesses,Opportunities,Threats(SWOT),whichisthebasisofthebusinessstrategy.HuaDaautomobilehasexperiencedaprocessfrommaintenancetopartsproductionandassembly,andafurtherdevelopmenttotheproductionofcompleteautomobiles.AtthebeginningoftheChapter2,thispaperproposesthebusinessstrategyofHuada—tobecomethelargestdomesticeconomiccarmanufacturer,andthen,analyzesHuaDaautomobile’sbusinessstrategywithindustryattractiveness,advantagematrix,SWOTanalysisandBostonmatrixmodel.Byusingthetheoryofindustryattractivenessandadvantagematrix,HuaDaautomobilegeneralbusinessstrategyissearchingthenewpotentialareaandmarketsegmentationresearch.ThroughtheBostonmatrixmodel,HuaDaautomobileshouldfocusonproducingMicrocarandordinarycar;ThroughtheSWOTanalysis,HuaDaautomobiledrawsupthebusinessstrategy.Inconclusion,HuaDaautomobilegeneralbusinessstrategyisbecomingtheleadingautomobileenterprisesandhavingrationalindustrialstructurewithcompletecomponentsysteminordertoexpandedthemarketshare.Withtheadvantageofproductinnovationandhighperformanceandlowprice,HuaDaautomobileplanstoconstitutethecompleteindustrialorganizationsandtheproductseriesstructure.Inthethirdchapter,thispaperanalyzesthebusinessstrategywithdeviationmethodandintroducesdeviationanalysisofstrategicbusinessunit,correctionprocedures,retrenchmentstrategydeviationmethodtoimplementthebusinessstrategy.KEYWORDS:HuaDaautomobile,businessstrategy,SWOT,productinnovationEMBA2005228EMBAEMBA--21.()11EMBA--31319971998199920002001200220032003444.37439.0835.20%34.21%200320032004122003EMBA--4199911199614538543070720937530560513731136461915719390316823238591819971567474305511879262977301603294896161301833432123664742031998160305436676187661292469141245579016715180166234048508284199918276094799818280838448213557473542844717808529328356957820002088626828691631573969641319117743358972476704096786127372001236366514698516274736868614001511431479062758824885507214632002324805824540116449852020014651416668647633328936310921126029200343908062557551363786820781372001900353117440240695434197160112GB9417-8819970.08-0.01-0.10-0.030.170.34-0.16-0.050.260.2319980.020.200.00-0.02-0.120.180.04-0.020.100.0719990.140.31-0.030.31-0.040.270.70-0.010.250.1220000.140.73-0.110.03-0.030.050.260.390.400.0820010.130.770.00-0.070.060.480.330.110.190.1820020.370.670.010.410.050.460.350.210.290.5620030.350.04-0.170.31-0.060.14-0.180.320.100.75EMBA--5GDPGDP4%GDP1%GDP2.52.530%15%45%95%2.CRn(n)80%90%100%14EMBA--62002320.37%15.48%13.29%349.14%102002393.1%35.38%37.2%36.1%37.8%1001390200110323312.8%23613%1540%3.4%47.5%2%10043183.200135%65%30%70856015%EMBA--73-4100132001132000.90.79620010.82000.120.9962000.121.0/1.320011.32000.71.34----20002000.121.3420021.4PRIDE20001.420001.520001.5920011.5920001.62000.121.620001.82000.122.00----10-158-2510-15WTO4.20“”911MPVSUVnEMBA--81997“”15552002“”3030200753130MPV1908199730()195324.0()n“”——722VOLVO“”“”“”30%1903200110()164505.0()1415EMBA--9n.9102-——-70%--188620030912()156602.2()n“”180“”“——————()——“””“”16.EMBA--10193319981138.21()153111.0()n20——20045155.3“”2008160“”1937197890()98636.6()n“”“”1110%1718EMBA--11EMBA--12Honda-SRV194819971.93()72263.7()n20073243.3DNADNANISSAN1933199333.3()65771.1()n“”PSA1985PSA“”PSAPSAPSA“”“”“”“”CKD“”50519110EMBA--13,PSAPSA“”PSAPSAPSA“”“”PSA188919856()61384.6()n20022001“”1899199940.51.5()53499.6()n40“”“”111112EMBA--14·(HelmutPanke)50%520——3530iMINI1916200332.3()46996.5()1146+3()(1)(2)(3)(4)(5)()(1)(2)()()(1)()()(2)()()(3)()(1)-(2)-(10%)()-(1)-()()(2)()()()(3)()()()-(1)(2)(3)()PSA-(1)/()(1)()(1)()[]()113EMBA--15WTO351.195611993124199420021061994“”“”2.2002325.1211(MES)1550200213.2002WTO2004200461nEMBA--16n50%n“”“”“”“”“”“”1.OE2.3.OE1470%EMBA--1720006000610,50050008000~9000200336%200254%1-1511520032003200292,232,904.0067,752,144.200.3674,777,390.1055,066,341.300.363,299,755.002,254,345.400.461,673,833.701,140,194.900.475,338,286.504,774,343.100.12742,188.80759,981.40-0.02554,483.00673,676.80-0.183,424,666.102,774,356.400.237,616,935.204,959,586.800.541-15200354%12%7%EMBA--1820031-16200220021-15200336%36%CKDSKD11620032003200290,022,606.7072,415,662.300.2421,470,098.7018,510,932.100.1647,770,143.2037,704,194.600.2711,175,175.108,552,072.700.3151,104,643.5041,067,852.200.245,255,951.604,380,915.700.20200316%200060070010001-151-16200324%18%200312EMBA--19117118119EMBA--20120121122123EMBA--21nWTOnnnnn