S公司SMG传感器业务在中国市场的竞争战略研究

发布时间：2019-03-09 20:45

【摘要】：随着经济水平的提高和人们的消费升级,汽车行业在中国呈现了井喷式的增长,如今的中国已经成为了世界上最大的汽车制造国和消费国之一。伴随着国内整车市场的热度上升,汽车零部件行业也水涨船高。在蛋糕不断增大的同时,由于技术储备的不断积淀、增强以及对汽车零部件行业的深入理解,越来越多的企业开始进军或者扩张到各个零部件市场。在国内外各种类型企业多方的角逐中,汽车零部件市场不再是蓝海一片,市场竞争愈加激烈,导致很多汽车零部件的霸主已经不得不放下身份开始瞄准那些小客户。汽车行业一直是国家经济发展的重中之重。政府一方面大力扶持汽车产业,不时发布新的优惠政策或者提供政府补贴来对其发展进行刺激;另一方面,通过法律法规对汽车的排放、安全等方面提出更高的要求。从用户市场来看,个性化的需求也越来越多。这些政策和用户偏好上的影响将直接给整个汽车及其零部件行业带来冲击和影响。面对潜力巨大但又瞬息万变的市场,企业的产品如何才能够在残酷竞争中稳住阵脚进而脱颖而出,如何才能获得持久的竞争力,这是很多企业面临的困惑,提到这就必然涉及到企业战略的命题。笔者所在的S公司是一家外资汽车传感器企业,尽管S公司MSG传感器产品具备很强的竞争力和不错的市场地位,但在目前的市场竞争下也遇到了困惑,战略定位不明晰给企业造成了一系列问题。本文将以S公司MSG传感器业务为对象,结合战略管理的相关理论来分析和研究如何对其进行竞争战略管理。本文首先用PEST和波特五力模型工具进行外部环境分析,发掘行业的外部机会与威胁。接着着眼企业内部,用价值链来分析企业的优劣势,并找出企业的核心竞争力。根据内外部分析结果,进行SWOT矩阵分析,再根据SWOT战略选择结果进行分析最终得出企业的竞争战略,最后进行战略执行方面的阐释并进行障碍分析并提出应对措施。本文虽然是针对S公司的某个具体产品业务的竞争战略进行分析讨论,但是分析的思路和过程也同样可以为其他企业做战略管理所借鉴。
[Abstract]:With the improvement of economic level and consumption upgrading, automobile industry in China has shown a blowout growth. Nowadays, China has become one of the largest automobile manufacturers and consumers in the world. With the domestic vehicle market heat rise, the auto parts industry is also rising. At the same time, more and more enterprises are entering or expanding into various parts market due to the accumulation of technology reserves and the deep understanding of auto parts industry. In the multi-party competition of various types of enterprises at home and abroad, the auto parts market is no longer a blue sea, the market competition is becoming more and more fierce, resulting in a lot of car parts hegemon has had to put down their identity and began to aim at those small customers. The automobile industry has always been the top priority of the national economic development. On the one hand, the government vigorously supports the automobile industry by issuing new preferential policies or providing government subsidies to stimulate its development; on the other hand, it puts forward higher requirements for automobile emissions and safety through laws and regulations. From the point of view of the user market, the demand of individuation is also more and more. These policies and user preferences will have a direct impact and impact on the automotive and parts industry as a whole. In the face of the huge potential but rapidly changing market, it is the puzzlement that many enterprises face how to stabilize their products in the cruel competition and then stand out from the others, and how to obtain the lasting competitiveness. To mention this inevitably involves the proposition of enterprise strategy. My company S is a foreign automobile sensor enterprise, although S company MSG sensor products have very strong competitiveness and good market position, but in the present market competition has also encountered the confusion, but also encountered the confusion under the current market competition, although the S company has the very strong competitiveness and the good market position. The lack of clarity of strategic positioning has caused a series of problems for enterprises. In this paper, S Company MSG sensor business as an object, combined with the relevant theories of strategic management to analyze and study how to conduct competitive strategic management. In this paper, the external environment analysis is carried out by using PEST and Baud five force model tools to explore the external opportunities and threats of the industry. Then focus on the internal of the enterprise, use the value chain to analyze the advantages and disadvantages of the enterprise, and find out the core competitiveness of the enterprise. According to the results of internal and external analysis, the SWOT matrix analysis is carried out, and then the competitive strategy of the enterprise is obtained according to the result of SWOT strategy selection. Finally, the implementation of the strategy is explained and the obstacles are analyzed and the corresponding measures are put forward. Although this paper analyzes and discusses the competitive strategy of a specific product business of S Company, the thinking and process of the analysis can also be used for reference for other enterprises to do strategic management.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.6;F271

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