易名公司发展战略研究

上海交通大学硕士学位论文易名公司发展战略研究姓名：王世松申请学位级别：硕士专业：工商管理指导教师：徐飞2009011142007879.152008900ECUSWOTBCG56THEDEVELOPMENTSTRATEGYOFYIMINGCOMPANYABSTRACTWiththegrowingoftheeconomyinChina,moreandmorepeoplecanbuytheautomobileforpersonallife.Morethan8,791,500vechileweresoldin2007andmorein2008.Thiscantellusthatautomobileindustryandauto-electronicindustryaregrowingnowinChina.What'smore,moredriverwanttheircarwillbemorecomfortable,moresmart,moresafetyetc.ItalsoletOEMhaveoproducenewECUs(electroniccontrolunit).Bytheway,policiesarecarriedoutthatitwillbemoredifficulttoimplorepartsofautointoChina.Somoreandmorecompaniesinvestmoreinthefieldofauto-electronicindustry.YiMingcompanyisahigh-techcompanyinauto-electronicindustry.Nowitrunsitsbusinesssmoothly.Buthowtomakealargejumponcompanydevelopmentisthekeyquestion.NowsomefeaturesshowthatYiMingcannotgrowquickly,becauseithasnotfoundagoodstrategy.IfwedonotfindabettersolutionforYiMing,shewillencountermuchprobleminfuture.Developmentstrategyisaveryimportantforacompany.Itisconcludedfromanalysisofoutsideandinsidesituationofthecompany.Thisthesis7analyzedautomobileelectronicmarketinChinaandYiMing'ssituationbyusingSWOTandBCG.FinallyitconstructsadevelopmentstrategyforYiMingcompanyandmakeastatementonallyingstrategyandinternationalstrategy,what'smoreitmakebetterbyanalyzingonmotivationandsoon.ThisthesisisforYiMing’sdevelopmentstrategy.Byusingsystematicmethods,itdoesmuchresearchonYiMingandmakesenseonthedevelopmentofYiMing.KEYWORDS:marketing,strategy,motivation2200811203200811202008112010§1.1§1.1.11998400.11§1.1.212§1.1.3123§1.213§2.111table1figureofautoproductionandsales%200020757594.220954303.8200123355775.523752595.5200232558787.332548507.3200344464787.945159647.0200450767548.652063198.62005572665310.5576661510.52006728709310.5721687310.52007888730712.2879--------14§2.1.12005100030060%20061220200871()356015§2.1.2GDP200175.172006425.8130%524.2%4.4%(2)20106table2growingrateofautoinChina2001-20062001811192214362.082.841.11200624275189671562.723.261.88%2014.516.830.437.833.330.7614.7969.37162015RR2-3R=/GDPR3R2009GDP20003§2.1.317SUVCRV§2.1.42090200022500182424(3)3table3methodsoftechspreadingESPEPSAFS540%50%19§2.2§2.2.1zEMSABSzzEMS200560%z20027%200510%40%200525%16.5%20EMS18229%ABS2-570%2005ABS20051702006GPSEMSABSESP21OEMOEM1.MP3TPMSABSEPS2012360XMSirius1000ABSESP()TPMS()TPMSTPMS10%2.80090010007.7201021622102514720%30%250700§2.2.230%2310073560ACTECO200725.7%41.3%28.7%200010310201015202%3%5%10%W2750W25BOSCHDELPHISIMENSVDO2450044table4researchsituationofOEMinChina1002007718B200771920201060020062.515001.5%-2%4%-5%2515010740269,200692004640CKD279307920052005§2.2.3VECTORDSPACEMENTORSOFTINGETASRT-LABabBOSCHDELPHI28cmicrovectorsoftingfevricardoavl§2.3§2.3.1VDO100029VDO7018.5%7.55.3%11figure1marketsituationofauto-electronicinChinaOEM10070%120020064035()20%25%200620086.23020054904020043.2(5)315table5investmentsituationofinternationalcompany(Delphi)()()()()(Visteon)()()()(Lear)(JohnsonControls)-(TRW)()()()()()(DANA)(TIANJINWIX)()(MAGNA)(Federal-Mogul)()(Bosch)()()()()()(Valeo)(Continental)(SABS)(SABA)(Faurecia)()FGW(FaureciaGSKWuhanAutomotiveSeatingCo.)(ZF)()()ZF()ZF()32500(6+3)1000,1033060,33TCL,2005TCL92008100099ABS9349§2.3.2LEARDENSODELPHIDENSODELPHI35BOSCHDELPHI36§3.1§3.1.119983002065%1##2####3#37###4##5###zzzzzz38(2)2figure2theserviceYIMINGcompanyoffertotheclient§3.1.2zzzzzCustomerVALUESellerCOST39620074062007table6trainingofallmanagerin200710705251207053113070611180020002407061318002000250706181800200026070620180020002707062518002000280706281700-183015907070212301330141§3.2§3.2.1AFSBCMAFSBCMzzzz42zzzzzBOOTLOADER§3.2.2GJB9001AzzzFSDzISO/TS16949zzzzCMMIzzISO/TS16949§3.2.343§3.344§4.1§4.1.1SWOTSWOT7457SWOTtable7SWOTanalysisofYIMINGcompanySOEMWOEMOEMOWTOSOWOTST-WT4688table8theabilityofYIMINGcompanycomparingtoothercompany47§4.1.2BCGBCG(9)9BCGtable9matrixofBCGAFSMATLAB(3)483figure3threekindsofrevenueofYIMINGcompany§4.2§4.2.1(10)RevenueYearForeignProductSalesConsultingSalesBadnews/eventsOurproduct51Newproduct4910table10featuresthatcaninfluentacompany’sresearchanddevelopment0.2150.0880.1710.2590.2530.1790.080115011table11processofthreekindsofproject1.a.b.c.d.e.2.a.123------51b.c.3.7%a1)2)b=-*=**=/=152=1**c$0-$101%$11-$202%$21-$303%$31-$404%$405%53§4.2.2OME-----1.83.83%2007169113.755.32008226500373750550MG3-SWMG7MGTF54IBM2.200410105,541.03%4.5,:270510,12001050910553.ZF2511960,000ZF5%20071266.94ZF121987ZF11827340780ISO9002QS9000ISO14000ISO/TS1694956122006122006table12exploringsituationoflocalcompanys289602464220106200001876011671109337504527257AutomotiveIndustryActionGroupAIAGAIAG-(DaimlerChryslerAG)(FordMotorCo.)(GeneralMotorsCorp.)(OEM)AIAGAIAGAIAG-1982AIAGAIAGAIAGJ.ScotSharLANdAIAG,,58§5.1§5.1.1DELPHIGMVISTEONFORD§5.1.2CMMIOEM1694959OEMOEM16949CMMIISO/TS16949ISO9000(IATF)IATFIATF-ISO/TS16949ISO9001:2000AVSQEAOFQS-9000VDA6.1CMMICMMISEICMMI5:18:1CMMIWTOCMMICMMICMMICMMICMMICMMI60CMMICMMI§5.1.3§5.1.41.2.3.4.61§5.1.5§5.1.6§5.2§5.2.1OEMOEMOEMOEM62§5.2.2OEMDELPHIGMVISTEONDENSOOEMOEMZFOEMOEM§5.2.36364OEMOEM65[1]2007[2]2008[3]2005[4]20