SKFAMC战略研究

上海交通大学硕士学位论文SKFAMC战略研究姓名：刘佳明申请学位级别：硕士专业：工商管理指导教师：胡海鸥20090524SKFAMCSKFAMCSKFAMCSKFAMCPESTSKFAMCSWOTQSPMSKFAMCSKFAMCSKFAMCSTRATEGYSTUDYABSTRACTSKFAMCisthetypicalexampleofmultinationalcompanieswhichenterChinamarket.Althoughithasoccupiedsomepercentsofmarketshareandhasitsowncompetitiveadvantage,itsuffersfromthefiercecompetitionfromothermultinationalcompaniesandlocalcompanies.Itstargetmarketisfastgrowing,butitsowngrowthrateisveryslow.SKFAMCischallengedbytheintensivemarketcompetition.ThegoalofthisthesisistoformulatethesuitablecorporatestrategyforSKFAMC,whichhelpitestablishcompetitiveadvantageandbecometheleaderofAMCindustry.Firstly,thisthesisanalyzestheinternalandexternalenvironmentofSKFAMCbytheframeworkofPEST,Porter’sfiveforcesandBenchmarkandthensummarizesitsopportunities&threats,strengths&weaknesses.Secondly,thethesisformulatesthesuitablestrategyforSKFAMCbyusingSWOT,GrandstrategymatrixandQSPM.Finallythethesissuggeststheimplementationplanfromtheaspectsofhumanresources,salesandmarketing,manufacturingandR&Dandusesthebalancescoreboardforstrategyevaluationandcontrol.AlltheanalysisofthisthesisisbasedonsoliddataofSKFAMCandtheindustryinwhichitoperates,sothestrategycouldbeputintotherealsituationofSKFAMC.ThemethodologyofthisthesiscouldalsobeappliedtoothermultinationalcompanieswhoenterChinamarket.KEYWORDS:Multinationalcompanies,competitiveadvantage,strategyMBASKFAMC111.11.1.1SKF1907SKF1986SKF30009AMCSKF2007SKF90%AMC10%SKF2005AMCBCBRBMAMCAMCAMCSKF2000SKFAMCSKFAMC1.1.2SKFAMCSKFAMCAMCSKFAMCMBASKFAMC2SKFAMC1.1.312AMCSKFAMC31.22PESTSKFAMCPEST3AMC4SKFAMCSKFAMCSKFAMCSWOTSKFAMCMBASKFAMC32-PESTAMCPESTSKFPESTAMC2.12.1.1AMC--AMC5%17%2.1.220062132.1.3SKFAMCSKFAMCMBASKFAMC42.22.2.1197819782007GDPGDPGDP9.8%1GDPGDP1978-20072008GDP10.8%5GDP9%AMCAMC2.2.21991200MBASKFAMC56611335521991-2008AMCAMCAMCAMC2.2.320057MBASKFAMC6/200572006582006520067820067SKFAMCAMC3:/2.2.419802007MBASKFAMC741980-2007199219965%2009AMCAMCAMC2.32.3.1GDP20062000AMC2.3.25‰200713AMCMBASKFAMC8(‰)(‰)(‰)(‰)(‰)(‰)197818.256.2512.00199318.096.6411.45198018.216.3411.87199417.706.4911.21198120.916.3614.55199517.126.5710.55198222.286.6015.68199616.986.5610.42198320.196.9013.29199716.576.5110.06198419.906.8213.08199815.646.509.14198521.046.7814.26199914.646.468.18198622.436.8615.57200014.036.457.58198723.336.7216.61200113.386.436.95198822.376.6415.73200212.866.416.45198921.586.5415.04200312.416.406.01199021.066.6714.39200412.296.425.87199119.686.7012.98200512.406.515.89199218.246.6411.60200612.096.815.2852.42.4.1AMC2.4.22008AMCAMCAMCMBASKFAMC93AMC-3.1AMCINA,Rexroth,Danaher,Schneeberger,Blis,Neff&PCA4%THKNSKIKOTHKAMCMBASKFAMC10200715%NSKIKO8%4%HIWINPMI/AMTHIWIN1115.2%;PMI/AMT11%AMCAMC3.1.1AMC—HIWINTHKPMI/AMI10%HIWINTHKPMI/AMIAMC20%3.1.2AMC20%25%15%AMCGDP2009GDP8%AMC3.1.3AMCMBASKFAMC113.1.4AMCAMCAMCAMC3.2AMCAMC3.2.1AMCPC7AMCSKFAMC3.2.2-AMCMBASKFAMC12AMCAMCAMCAMCAMCSKFAMC3.33.3.1THKC1CQ1QMBASKFAMC133.3.2AMC3.3.3AMCAMCAMC3.3.43.43.4.1MBASKFAMC14AMCAMC3.4.2AMCAMCAMC3.4.3THK3.4.4AMCAMCAMC3.5MBASKFAMC153.5.1AMC3.5.2AMC3.6EFESKFAMC1GDP8%O12AMC20%O23AMCO34SKFAMCO45AMCO51T12T23SKFAMCT34AMCT4O10.1130.33O20.1540.60O30.1440.56O40.1130.33O50.1240.48S10.120.20S20.0920.18S30.120.20S40.0820.163.04Figure7:SKFAMCMBASKFAMC160.01.01.01234431241SKFAMC3.04MBASKFAMC174SKFAMCSKFAMC4.1THKAMCSKFAMCTHK4.1.1-AMCTHK150THK510THKSKFAMC50SKFAMCTHK4.1.2-AMCTHK16200860AMCTHKTHKSKFAMC11SKFAMCMBASKFAMC18SKFAMCTHKSKFAMCTHKSKFAMC4.1.3-AMCTHK2THK3SKFAMCTHKSKFAMCTHKSKFAMC4.1.4-THK5100SKFAMCTHKSKFAMC4.21985SKFAMCMBASKFAMC196SKFAMC4.2.11AMCSKFAMCSKFAMC302AMC---53SKFAMCSKFAMCSKFAMCSKFAMC4SKFAMCSKFAMCSKFAMCMBASKFAMC205SKFAMCAMCAMCAMCSKFAMC4.2.2(1)SKFAMC7SKFAMC2SKFAMC3SKFAMCSKFAMCSKFAMC4SKFAMCAMCSKFAMCSKFAMCMBASKFAMC214.3SKFAMC1SKFSKFAMC2SKFAMC3SKFAMCSKFAMCSKF1AMC24.4IFESKFAMC12345(1)(234SKFAMCMBASKFAMC22S10.1540.6S20.1240.48S30.1340.52S40.1130.33S50.1240.48W10.120.2W20.110.1W30.0820.16W40.0910.092.967:SKFAMC0.01.01.012344312SKFAMC2.96MBASKFAMC235SWOTQSPMSKFAMC5.15.1.1SWOTSWOTSKFAMCSOSTWOWT–SS1S2S3S4S5—WW1W2W3W4—OO1O2O3O4O5SOWO—TT1T2T3T4STWTSKFAMCSO12WO12ST12MBASKFAMC24WT125.1.2SKFAMC9SKFAMCAMC20%SKFAMC10%SKFAMCSKFAMC1234AMC-11.2.3.4.5.6.7.-21.2.3.4.5.6.-31.2.3.4.5.-41.2.3.4.MBASKFAMC255.2QSPMQSPMSKFAMCQSPM(1)QSPMEFEIFE(2)EFEIFE(3)SKFAMCQSPM(4)(AS):AttractivenessScoresAS“”“”“”1=2=3=4=(5)(TAS):TotalAttractivenessScoresTAS(6)(STAS)ASTASASTASASTASASTASO10.11340.4440.4440.4440.44O20.15440.640.640.640.6O30.14440.5630.4240.5640.56O40.11330.3340.4430.3340.44O50.12440.4840.4840.4830.36T10.1220.220.220.220.2T20.09220.1820.1810.0920.18T30.1220.220.220.220.2T40.08210.0820.1620.1620.16S10.15440.640.640.640.6S20.12430.3640.4840.4830.36S30.13440.5240.5240.5240.52S40.11340.4440.4440.4440.44S50.12440.4840.4840.4840.48W10.1220.220.220.220.2W20.1120.220.220.210.1W30.08220.1620.1620.1620.16W40.09110.0920.1820.1810.09Total6.126.386.326.09(7)10:SKFAMCQSPMSKFAMCMBASKFAMC265.35.3.11SKFAMCSKFAMCSKFAMCSKFAMC23SKFAMC5.3.21AMCAMC39%20%50%AMCSKFAMCMBASKFAMC27AMC34%25%100AMCAMC27%15%60%AMC2AMC20071HIWIN15.2%2THK15.0%3PMI/AMT11.0%4SKFAMC7.2%56.2%65.6%7Rex