恒通公司低成本战略研究

发布时间：2018-01-13 07:17

  本文关键词：恒通公司低成本战略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

  更多相关文章： 低成本战略 价值链 产品设计

【摘要】：改革开放以来,中国制造业发生着翻天覆地的变化,以整车制造为中心的集群产业更是取得了令人瞩目的成绩。随着世界经济的复苏和回暖,全球汽车市场呈现全新的态势。自2002年起至2010年,中国汽车市场保持了连续10年快速增长的势头,而之后的6年内,涨势依旧迅猛。目前中国汽车的生产总量位列世界第三,而汽车购买量位居世界第一。在国家重点推进汽车产业发展的势头之下,以一汽,上汽,广汽,东风等为代表的自主品牌车企应运而生。这些企业身兼重任,为中国自主品牌汽车的发展贡献了力量。同时,国外车企也纷纷进入到中国市场,采取合资经营的方式,生产和销售各类品牌汽车,同自主品牌共同抢占市场份额。虽然合资之后,自主品牌可以借鉴国外品牌的管理模式和引进一些成熟的技术,缩短开发周期。但是不得不承认,市场空间却遭到了严重的挤压,导致自主品牌的发展面临着严重的考验,压力空前巨大。自2001年起,奇瑞,吉利,长安等代表自主品牌的车企,抓住市场机遇,进军国内汽车市场,成为一股新生力量,与合资品牌进行激烈的角逐。在市场开放的大背景下,这些企业既迎合了中国汽车市场消费升级的趋势,又促进了中国汽车市场在大小规模,层次结构,经营模式,竞争方式等方面的提升。中国自主品牌汽车历经了漫长的发展历程,从初露端倪到成为市场的主力军,期间解决了基础薄弱的难题,克服了竞争态势严峻等诸多障碍,并在不断提升市场份额,取得满意的成绩。然而,自主品牌汽车发展所面临的质量缺陷和创新能力不足等问题也越发突出,最终导致竞争力下降,利润下滑和流失。自主品牌车企应结合自身和市场大环境进行分析,制定出适合自身发展的战略模式,取得竞争优势,增强抗风险能力。成本领先战略即低成本战略这一概念是由美国著名企业战略学家迈克尔·波特于1980年提出的,旨在帮助企业在激烈的市场竞争下取得优势和获取更大的发展空间。低成本战略是集成了精益生产思想、扩张策略手段、企业文化的培养等多方面的精髓理念,通过不断优化和演变而形成的科学的企业治理方法。低成本战略应用范围广,适用性较强,对于竞争日趋激烈的汽车产业来说,实施低成本战略的企业等于主动把握住了先机。经过国家多年来对产业政策的调整和完善,中国汽车市场呈现新型态势。因此,整车制造企业应掌握好产业动向,以国家政策为导向,及时推出适应发展的战略部署,为更好地立足于市场和建立发展优势打下坚实的基础。有效地实施低成本战略能够帮助企业强化抵御行业内风险的能力,在产业格局中形成强大的壁垒和维持已有的优势,而且在产品价格上也能拥有机动性和主导性。同时,作为典型的整车生产制造企业,在经济发展新常态下,实施低成本战略也能够满足国家大力倡导的节约资源,减少浪费等要求。企业所生产的产品也能在实用性上变得更加合理化和人性化,企业也因此扩大了利润空间,实现经济效益的全面增长。企业还能从中得以优化自身的组织结构和管理方式,革除弊端,推陈出新,在内部沟通和信息交流上更加顺畅和便捷,提高决策效率。面对错综复杂的市场竞争环境,面对愈演愈烈的行业内博弈,企业应把握好机遇,利用低成本战略的优势,占据发展中的先导地位,使自身持续稳健地运行下去。在本文中,以恒通公司中所存在的问题为出发点,希望在低成本战略指引下,公司在管理方面从本质上得以改善,增强优势,弥补劣势,进而从容地面对市场竞争,扩大份额,实现健康稳健的发展目标。本文是从四个方面对情况进行论述。首先是绪论,该章节对研究背景和意义进行说明,并对所阅读的文献进行综述来加以强调观点。第二部分则交代了恒通公司当前的运营情况,并深入剖析了公司存在的问题。内容结构为首先叙述了公司当前的经营情况,然后给出了公司核心产品的市场反馈信息,及时找到不利于公司发展的薄弱环节。论文的第三部分,着重对公司所处的竞争环境给出解读,先从外部环境找到切入点,之后加以分析,其中既分析了宏观环境又分析了行业环境。而在公司的内部资源和能力这一块,则逐一对管理和研发等方面的现状进行阐述,此外还详细阐述了公司的价值链。最后,从公司的实际情况出发,给出SWOT分析,并从公司应该采取低成本战略的角度做出分析,帮助公司更好地面向未来。论文的第四部分是对如何制定恒通公司的低成本战略进行总结,在顺序上先是以公司应当全面实施低成本战略为出发点,之后为低成本战略的实施搭配必要的保障措施。
[Abstract]:Since the reform and opening up, with the change of Chinese turn the world upside down manufacturing industry, manufacturing industry cluster as the center of the vehicle is achieved remarkable results. As the world economic recovery and rebound, the global auto market showing a new trend. From 2002 to 2010, China's auto market has maintained a rapid growth momentum for 10 consecutive years however, after 6 years, the rally is still rapid. At present Chinese automobile total production ranks third in the world, and car sales ranked first in the world. Under the national focus on promoting the development of the automobile industry momentum, to a steam, SAIC, GAC, Dongfeng as the representative of the independent brand car enterprises emerged. These enterprises played a significant role and contribute to the development of Chinese automobile brand. At the same time, foreign car companies have also entered into the China market, adopt way of joint venture, production and sales of various types of automobile brand The same, independent brands together to seize market share. Although the joint venture, independent brands can learn from the foreign brand management model and introduce some mature technology, shorten the development cycle. But had to admit that the market space has been severely squeezed, leading to the development of independent brands face a serious test, with unprecedented pressure since 2001. Chery, Geely, Changan, on behalf of the independent brand car enterprises, seize market opportunities, to enter the domestic car market, become a new force, fierce competition and joint venture brands. In the background of market opening, these enterprises not only cater to the consumer to upgrade the automotive market Chinese trend, and promote the Chinese car market in size, structure, operation mode, the competition mode of promotion. Chinese independent brand car after a long course of development, from the beginning of the horizon to become the market The main force, to solve the problem of weak foundation, to overcome the serious competition situation and many other obstacles, and constantly enhance market share and achieve satisfactory results. However, the problem of quality defect and innovation ability facing the development of own brand cars and the lack of more and more prominent, resulting in declining competitiveness, profit and loss. The independent brand car enterprises should combine their own and the market environment analysis, formulate the strategic mode for their own development, to achieve competitive advantage, enhance the anti risk ability. The concept of cost leadership strategy and low cost strategy is put forward by the famous American enterprise strategist Michael Porter in 1980, aims to help enterprises to gain advantages and get development more space in the fierce market competition. The low cost strategy is the integration of lean production, expansion strategies, enterprise culture etc. The essence of the concept of corporate governance, the scientific method formed through continuous optimization and evolution. The scope of application of the strategy of low cost, strong applicability, for the increasingly fierce competition in the automobile industry, low-cost implementation of the strategy of initiative to grasp the initiative. After many years of national industrial policy adjustment and improvement, China the auto market is new trend. Therefore, the vehicle manufacturing enterprises should grasp industry trends, the national policy oriented, timely introduction of adapt to the development of the strategic plan for the better, based on the market and establish development advantages and lay a solid foundation. The effective implementation of the strategy of low cost can help the enterprise to strengthen the ability to resist risks in the industry. The advantage of the formation of a powerful barrier in the industry and maintain the existing, but also has flexibility and initiative in the prices of the products. At the same time, as a typical whole The car manufacturing enterprises in the economic development of the new normal, low cost strategy can meet the national advocate for conservation of resources, reduce waste and other requirements. The products produced by enterprises can become more rationalization and humanization in practicality, thus expanding the enterprise profit space, the overall growth of economic benefits the enterprise can be optimized. The organization structure and management mode, self innovation, get rid of the drawbacks, in the internal communication and exchange of information on a more smooth and convenient, improve decision-making efficiency. In the face of perplexing market competition environment, in the face of growing the game industry, enterprises should grasp the opportunity, using the strategy of low cost advantage occupy the leading position in the development of the self sustained steady run down. In this paper, the problems existing in the Hengtong company as the starting point, in the hope that the low cost strategy to Under the guidance of the company in the management from the aspects of nature can be improved, enhance the advantages, weaknesses, and then calmly in the face of market competition, expand market share, achieve the goal of development healthy. This paper is to discuss the four aspects. The first is the introduction, in this chapter, the background and significance of the research are described, and the reading the literature review to be stressed. The second section introduces the current Hengtong company operation situation, and in-depth analysis of the existing problems. The content and structure of the first describes the company's current operating conditions, and then gives the company's core products, the market feedback information, timely find the weak link is not conducive to the development of the company. The third part of the thesis, focusing on the competitive environment of the company. This interpretation, first find the entry point from the external environment, after analysis, which analyzes the macro environment analysis The industry environment. And in the company's internal resources and capabilities of this one, then one by one of the present situation of management and research and development are elaborated, in addition to detail the value chain of the company. Finally, starting from the actual situation of the company, gives the SWOT analysis, and from the company should adopt the strategy of low cost perspective analysis and help the company better the future. The fourth part is the low cost strategy on how to develop Hengtong company is summarized, in order to first company should fully implement the low cost strategy as a starting point, after the implementation of the strategy for the low cost of the collocation necessary safeguard measures.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471
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本文编号：1417981