麦格纳苏州公司发展战略研究

发布时间：2018-06-01 14:19

本文选题：发展战略 + 汽车零部件　；参考：《兰州理工大学》2014年硕士论文

【摘要】：2008年经融危机后三大汽车公司(通用、福特、克莱斯勒)度过一个艰难重组期后迅速带来又一个全球汽车经济发展狂潮,有效带动并发展了一大批以出口型业务为主的中国零部件企业。而近几年本土汽车销售市场的持续高涨,2013年中国汽车的产量和销量双双突破2000万台并位居世界汽车销量之首；在这样巨大的市场诱惑下,全世界的汽车零部件公司都蜂拥而至来到中国。据统计到2013年底,全国共有近20万家零部件企业。面对如此激烈的行业竞争格局,汽车零部件企业要想生存、做强、做大,具有竞争力,制定一套整体性、长期性和基本性的企业战略在此刻对于汽车零部件企业的生存和发展在此刻显得尤为关键。文章以麦格纳苏州公司作为研究对象,首先是采用PEST宏观环境分析法对当前公司的外部环境即政治、经济、社会以及技术环境因素做分析；接着通过波特五力模型建立对当企业当前的竞争对手、买房议价能力、买房议价能力、潜在进入威胁者以及代替品五个方面进行分析,以此透彻分析出麦格纳苏州公司外部的发展机会和存在的威胁。接着通过企业内部的综合能力分析麦格纳苏州公司内部主要存在的问题和优势和劣势；再者通过SWOT分析得出备选战略方向,并根据公司的中长期目标和企业使命进一步明确公司应该采用相关多元化战略实现目标。最后进一步提出战略实施要靠团队共同实现,员工的培训、激励和留用机制加上有效的考核机制是确保公司战略的顺利实施和目标实现。本文旨在使麦格纳苏州公司在汽车内饰零部件的激烈竞争中,抓住机遇、战胜威胁,使公司做强、做大,成为汽车内饰件行业里的佼佼者,同时为汽车零部件行业的发展提供参考与借鉴。
[Abstract]:After a difficult restructuring period in 2008 , three major auto companies ( GM , Ford , Chrysler ) quickly brought another global auto - economic boom , effectively driving and developing a large number of export - oriented Chinese parts enterprises . In recent years , China ' s domestic auto sales market has continued to rise , and in 2013 , the output and sales volume of China ' s cars exceeded 20 million and ranked the top of the world ' s car sales .
In such a huge market , auto parts companies around the world are flocking to China . By the end of 2013 , there are nearly 200,000 parts and parts enterprises in the country . In the face of such a fierce competition pattern , auto parts enterprises want to survive , be strong and competitive , develop a comprehensive , long - term and basic enterprise strategy , which is particularly critical at this moment for the survival and development of automobile parts enterprises .

In this paper , we analyze the external environment , political , economic , social and technological environment factors of the current company by using the PEST macro environmental analysis method .
Then through Porter ' s five - force model , we analyze the current competitors , the purchasing price , the bargaining power of the house , the potential entry threat and the substitute . Then we analyze the problems and disadvantages of the company ' s internal main problems through the comprehensive ability inside the enterprise .
Furthermore , SWOT analysis results in the alternative strategic direction , and further clarifies that the company should adopt the relevant diversification strategy according to the company ' s long - term goal and enterprise mission . Finally , it puts forward that the implementation of the strategy should be realized by the team , and the training , motivation and retention mechanism of the employee plus the effective assessment mechanism are the successful implementation and goal realization of the company ' s strategy .

The purpose of this paper is to make the company in the fierce competition of automobile interior parts , seize the opportunity , overcome the threat , make the company do strong , do big , become the leader in the automobile interior parts industry , and provide reference and reference for the development of auto parts industry .
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F416.4

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