美国车桥常熟公司竞争战略研究

发布时间：2018-04-05 17:09

本文选题：企业竞争战略　切入点：汽车零部件　出处：《吉林大学》2017年硕士论文

【摘要】：本文研究的对象为一家美国独资的汽车零部件企业,美国车桥常熟公司成立于2006年,主要生产高质量的汽车车桥。随着世界经济的持续发展,全球化的不断深入,汽车零部件行业慢慢成为社会经济发展的支柱产业。美国车桥由于进入中国较晚,虽然技术领先但是它的市场占有率一直偏低。为了打破这样的一种状况,公司亟待制定出符合其发展水平的竞争战略,希望在激烈的市场竞争中扭转战局。本文作者对国内外的文献进行了梳理,重点分析了企业竞争战略和汽车零件行业的发展新趋势。首先,论文的第二章分析了美国车桥常熟公司的发展历程,并且简述了常熟公司的经营现状,从资源配置方面分析了公司的物质基础、人力资源状况、财务发展状况以及组织架构,这些可以让我们对公司的情况有一个相对全面的了解。在这一章里还根据当前状况提出了公司所面临的主要问题有:进入中国时间晚,市场占有率低、客户资源单一订单少、国外采购件多导致原材料成本高、没有本地的技术中心导致开发周期长、产品单一等,并且一一给予具体说明其形成的原因。其次,论文的第三章先重点对美国车桥常熟公司的外部环境进行了分析,运用PEST分析法从政治、经济、社会以及技术四个维度进行了考虑。同时分析了公司发展的内部条件,从资源和能力两个方面重点展开论述。资源层面又分别论述了人力资源、物质资源和财务资源;能力分析也从技术能力、制造能力、质量能力、人力资源以及服务能力等多个方面进行阐述。接下来运用SWOT矩阵分析法,从多个纬度分析了常熟公司的当前状况:优势、劣势怎么样,机遇和挑战在哪里。通过SWOT矩阵分析,我们比较直观地认识到公司当前的处境以及我们所要努力的方向。最后,论文的第四章先明确常熟公司的竞争战略中的长期目标。接着通过对前面公司战略目标分析以及第3章里SWOT矩阵分析,我们得出美国车桥常熟公司应采用WO战略,也就是以成本领先战略为主导,辅助质量零缺陷、技术创新战略。论文的最后重点论述了为了实现竞争战略目标所要实施的一系列保障措施,它们同样从几个方面进行,分别是人力资源保障、生产运营保障、质量管理以及技术能力提升保障措施。
[Abstract]:The research object of this paper is an American wholly owned automobile spare part enterprise, American vehicle bridge Changshu company was established in 2006, mainly produces the high quality automobile vehicle axle.With the sustained development of the world economy and the deepening of globalization, automobile parts industry has gradually become the pillar industry of social and economic development.Due to its late entry into China, the U. S. vehicular bridge has a low market share, although it is technologically advanced.In order to break such a situation, the company urgently needs to formulate a competitive strategy in line with its level of development, hoping to reverse the situation in the fierce market competition.The author combs the literature at home and abroad and analyzes the competition strategy of enterprises and the new development trend of automobile parts industry.First of all, the second chapter of the thesis analyzes the development course of Changshu Company, and briefly describes the operating status of Changshu Company, analyzes the material foundation and human resource situation of Changshu Company from the aspect of resource allocation.Financial development and organizational structure can give us a relatively comprehensive understanding of the company's situation.In this chapter, according to the current situation, the main problems faced by the company are: late entry into China, low market share, small single order of customer resources, high cost of raw materials caused by more foreign purchasing parts.No local technology centers lead to long development cycles, single products, etc., and give specific reasons for their formation.Secondly, the third chapter focuses on the analysis of the external environment of Changshu Company, using PEST analysis from the four dimensions of politics, economy, society and technology.At the same time, it analyzes the internal conditions of the development of the company, from the two aspects of resources and capacity.In terms of resources, human resources, material resources and financial resources are discussed respectively, and the ability analysis is also discussed from the aspects of technical ability, manufacturing ability, quality ability, human resource and service ability.Then, using SWOT matrix analysis, this paper analyzes the current situation of Changshu company from multiple latitudes: strengths, weaknesses, opportunities and challenges.Through the SWOT matrix analysis, we intuitively realize the current situation and the direction of our efforts.Finally, the fourth chapter clarifies the long-term goal of Changshu company's competition strategy.Then through the analysis of the strategic objectives of the former company and the SWOT matrix analysis in Chapter 3, we draw the conclusion that the American vehicle-bridge Changshu company should adopt the WO strategy, that is, the cost leading strategy is the leading strategy, the auxiliary quality is zero defect, and the technology innovation strategy.The last part of the paper focuses on the implementation of a series of safeguard measures in order to achieve the goal of competition strategy, which are also carried out from several aspects, namely, human resources security, production and operation security.Quality management and technical capability improvement 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】：F271;F416.471

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