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上海交通大学硕士学位论文入世后中航汽保公司的战略调整姓名：刘晓南申请学位级别：硕士专业：工商管理（MBA）指导教师：宣国良2003.1.1220011042468152002500WTO“”“”WTOWTOSWOTWTOSSTTRRAATTEEGGYYOOFFSSCCAAMMEECCWWIITTHHCCHHIINNAA’’SSEENNTTRRYYIINNTTOOTTHHEEWWTTOOABSTRACTChina’seconomykeeps8%increasingspeedannuallywithinthe20yearsofopeningandreforming.Ithasbeenthelargestdevelopingcountryabsorbingdirectforeigninvestinginlast8years.Althoughtheglobalmultinationalinvestmentdeclined42%in2001sincelast10yearsbecauseofworldeconomydepression,Chinautilized46.8billionUSdollarslastyear,15%higherthanbeforeandreachedthehighestmark.Accordingtothegrowingspeedofthefirsthalfof2002,itshouldbreakthrough50billionsUSdollarsthisyear.WithChina’sentryintotheWTO,moreandmoremultinationalcompanieswilltakeChinaastheirimportantcenterofmarketing,purchasing,pricing,R&DandHRdevelopment.TheycanalsoprovidemanagementandintegrateservicestotheirproductivesubsidiarycompaniesinAsiawhiledevelopingChina’smarket,whichmakeChinathepositionofAsiafactoryorWorldmanufacturingcenter”.WithWTOentry,Chinahaveuniqueadvantagesofhugemarket,stablepolicy,sufficienthumanandresourceinabsorbingbigforeignmanufacturers.However,manyadvancedmanagerialexperience,sufficientcapital,bigmarketshareandthefoundationofhundredsofyearsofmanufacturingcertainlywillbethethreatofus.Inaddition,rapiddevelopingofcompetitorandplottingoutofmarketsharemakeusfacedwithbaptism.Sowemustconsiderthesituationinsuchcircumstanceandre-establishcompany’sstrategyforthepurposeofensuringcompany’sstabledevelopment,marketexpandingandprofitachieving.ThepaperanalyzestheenvironmentandcompetitionchangingafterChina’sWTOentry,andrevealstheadvantagesandweaknessofmanufacturing,mechanicalmanufacturing,AUTOaftermarketmaintenanceequipmentindustryandthechangeofcompetitionsituationonitsupriveranddownriverindustry.ThepaperpresentsthedetailstudyofShanghaiCATICAuto-MaintenanceEquipmentCo.,Ltd.bymeansofmanytheories,suchasstrategymanagement,marketingandeconomicsandsoon.Afteranalyzingonresource,capability,products,valuechain,SWOT,itshapesCATICAUTO’s3-yearstrategictargetandstrategicsystemincludingintegratestrategy,competitionstrategyandfunctionalstrategy,whichprovideatheoreticreferenceforthedevelopmentofCATICAUTO.KeyWords:WTO,strategicadjustment,valuechain,AUTOaftermarketmaintenanceequipmentindustryMBA110WTO(WorldTradeOrganization)372001WTO1978WTOWTOWTOWTOWTOWTOWTO----MBA22.13751.22.1%17%2.3.4.5.80%100%200625%WTOWTOWTOWTOWTOWTOWTO2.22.2.1MBA3515~20“”----199710----“”“”----,RDRDRDRDRD4~10RD5----10MBA42.2.2WTOWTO2nnWTOWTO3nWTOWTOnWTOWTOWTOnWTOWTOMBA52.32.3.12.3.1.1AutomotiveAftermarketIndustry502500AAIA-----AutomotiveAftermarketIndustryAssociation2700APAA----AutomotiveParts&AccessoriesAssociationASIA----AutomotiveServiceIndustryAssociation[1]DIYWTOOEM2.3.1.2IndustryLifeCycle[2]“”“”1%99%MBA62.3.1.2-12.3.1.310%“”2~310t2.3.1.2-1MBA72.3.1.4[3]1983199761100020003912020011082800610588910021047022.3.1.5---3--5------MBA82.3.22.3.2.11/32.3.2.219981.06MBA92.3.2.2-119946000[4]19991400“”2010480050%2.3.2.2-125.812.54.415.99.1124.8/56.532.714.18.64.21.11998199419991998.5.26[5]10~15%12001000202002300002010500002.3.3---[6]1%“”99%200113%2371000“”----911DIY[7]2.3.4MBA92.3.2.2-119946000[4]19991400“”2010480050%2.3.2.2-125.812.54.415.99.1124.8/56.532.714.18.64.21.11998199419991998.5.26[5]10~15%12001000202002300002010500002.3.3---[6]1%“”99%200113%2371000“”----911DIY[7]2.3.4MBA92.3.2.2-119946000[4]19991400“”2010480050%2.3.2.2-125.812.54.415.99.1124.8/56.532.714.18.64.21.11998199419991998.5.26[5]10~15%12001000202002300002010500002.3.3---[6]1%“”99%200113%2371000“”----911DIY[7]2.3.4MBA10708029---“”“”---50%80%---MBA113.1199322(60%)CPL(UK)Ltd.25%10%5%200CATICShanghaiCATICCATIC15CATICShanghaiCPL(UK)Ltd.19897CATICShanghai1992CATICShanghaiCATICShanghai3.23.2.1843.2.1-1265081812MBA12R&D288625053843.2.210060003.2.2-1131213141051617682963.2.320011231243211549561261,7.27%,200112312001123.2.1-13.2.2-1MBA12R&D288625053843.2.210060003.2.2-1131213141051617682963.2.320011231243211549561261,7.27%,200112312001123.2.1-13.2.2-1MBA12R&D288625053843.2.210060003.2.2-1131213141051617682963.2.320011231243211549561261,7.27%,200112312001123.2.1-13.2.2-1MBA13(2001-12-31)112363.682,485.8723,500,000.005,000,000.0031,401,004.352,987,615.983444,225,314.075,520,320.4055-82741.8863,554,206.284,371,954.566-1,518,883.38-2,301,432.13778103,000.0093,000.008500,000.001,000,000.0092,486,301.712,462,054.449478,600.06422,197.6810102,888.0057,149.2510112,458,110.512,991,878.4311121213131410,105,874.5312,966,138.53147,185,030.759,558,344.07151516161717181819192011,558,699.9612,612,793.0720212,447,154.283,108,132.5521229,111,545.689,504,660.52222323249,111,545.689,504,660.522425257,185,030.759,558,344.0726262727281,004,272.15968,405.232813,841,829.8413,841,829.84292910,986,829.8410,986,829.843030311,004,272.15968,405.23312,855,000.002,855,000.00MBA14323233355,499.18264,733.46331,564,280.661,564,280.6634642,065.15616,636.793435881,370.2535-1,371,884.56-643,880.0436997,564.333614,034,225.9414,762,230.463721,219,256.6924,320,574.533721,219,256.6924,320,574.5320011212,