茂森汽车零配件有限公司竞争战略研究

发布时间：2019-04-19 22:15

【摘要】：中国汽车市场在过去的10年（2001至2010年）经历了一个高速的增长期，产销年平均增长达到26%，增长率相当于GDP增长率的3倍；2011年起增速较过去有所放缓，但GDP和人均可支配收入的持续增长，仍将推动中国汽车市场在中长期持续稳健增长，2020年之前乘用车仍将处于快速发展区间，预计增长率约为GDP的1.5倍。汽车配件行业有着与汽车市场有着同样的走势。茂森是一家新加坡上市公司，主要从事汽车配件冲压与组装，现其产品主要辐射到珠三角地区，如何把握汽车产业增速发展的机遇，扩大在汽配行业中的市场份额，在未来的竞争中赢得主动，是茂森必须面对和思考的问题。企业战略研究起源于20世纪50年代美国，并不断发展和创新，而企业战略在我国起步较晚，由于多种原因整体水平与西方市场经济发达国家相比还有差距，，因战略失误导致企业破产的案例不在少数，要想成为具有国际竞争力的企业，成为全球供应商在中国区域的战略协作伙伴，并在未来的国际零部件采购体系中占有一席之地，必须正确选择自己的发展战略。这正是本文以茂森汽车零配件公司(下文简称：茂森)作为研究对象的根本原因。本论文共分五章，首先对本论文的研究背景和意义进行了剖析，同时介绍了企业战略理论、产业集群理论以及汽车零配件发展的相关知识；然后通过对汽车座椅行业发展趋势进行了分析，结合PEST方法、波特“五力”模型对公司外部环境进行分析评价，找出茂森所面临的机会和威胁；接着对茂森的资源状况、能力状况进行了深入细致分析，分析了茂森的核心竞争力，评价了茂森所面临的优势和劣势；然后通过SWOT分析，选择出茂森的公司级战略及竞争战略，明确了公司的战略目标；最后，为保障竞争战略的有效实施，提出了竞争战略实施的途径和保障措施。本论文在企业战略制定过程中，收集了大量的汽车行业的数据，综合运用了企业外部环境分析模式、企业竞争力的指标评价体系、IE矩阵(包括IFE、EFE矩阵)、定量战略评价矩阵(QSPM)，希望这些也能为其他国内零部件企业提供一定的参考。
[Abstract]:China's auto market has experienced a high-speed growth period in the past 10 years (2001-2010), with an average annual growth rate of 26%, which is equivalent to three times the GDP growth rate. Growth has slowed in 2011 than in the past, but continued growth in GDP and per capita disposable income will continue to drive sustained and robust growth in China's automotive market in the medium to long term, and passenger cars will remain in a fast-growing range until 2020. The growth rate is expected to be about 1.5 times that of GDP. The auto parts industry has the same trend with the auto market. Mausen is a Singapore listed company, mainly engaged in automotive parts stamping and assembly, now its products mainly radiate to the Pearl River Delta region, how to seize the opportunity of auto industry growth and development, and expand the market share in the auto parts industry. Win the initiative in the future competition, is the question that Mausen must face and ponder. The research on enterprise strategy originated in the United States in the 1950s, and developed and innovated continuously. However, the enterprise strategy started late in our country, and there is still a gap between the overall level of corporate strategy and the western market economy developed countries because of a variety of reasons. There are many cases of bankruptcy due to strategic mistakes. In order to become an internationally competitive enterprise, to become a strategic partner of global suppliers in China, and to occupy a place in the future international parts and components procurement system, We must choose our own development strategy correctly. This is the fundamental reason why this paper takes Mausen Auto parts Company (hereinafter referred to as Mausen) as the object of study. This paper is divided into five chapters. Firstly, the research background and significance of this paper are analyzed. At the same time, the theory of enterprise strategy, the theory of industrial cluster and the related knowledge of the development of auto spare parts are introduced. Then through the analysis of the development trend of automobile seat industry, combined with the PEST method, Porter's "five forces" model analyzes and evaluates the external environment of the company, and finds out the opportunities and threats that Mausen faces. Then it makes a thorough and detailed analysis of the situation of resources and capabilities of Mausen, analyzes the core competitiveness of Mausen, and evaluates the advantages and disadvantages of Mausen. Then through the analysis of SWOT, we choose the company-level strategy and competition strategy of Mausen to clarify the strategic objectives of the company. Finally, in order to ensure the effective implementation of the competitive strategy, this paper puts forward the ways and measures for the implementation of the competitive strategy. In the course of formulating the enterprise strategy, this paper collects a lot of data of the automobile industry, and synthetically uses the external environment analysis mode of the enterprise, the evaluation system of the enterprise's competitiveness, the IE matrix (including the IFE,EFE matrix), Quantitative strategic evaluation matrix (QSPM), hopes that these can also provide some reference for other domestic parts and components enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.471

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