美国天合公司中国ABS业务发展战略研究

【作者】 陈平；

【导师】 罗殿军；

【作者基本信息】 复旦大学 ， 工商管理， 2008， 硕士

【摘要】 从上世纪80年代中国大陆实施改革开放以来,中国成功地完成了从原来以计划手段作为配置经济资源主要方式的计划经济向以市场手段作为配置经济资源主要方式的市场经济过渡,而这次的经济转型被世界公认为成功范例,其所取得的成就也同时推动了中国宏观经济的高速发展,随着中国经济的国际化程度越来越深入,国际经济形势的变化开始对中国市场产生深远的影响,而近年来互联网的快速发展,使得各行业全球市场环境变化加剧,竞争情况越发复杂,管理者如何能够为企业制订正确的战略方向从而提高自己的核心竞争力以保证企业稳健和持续地长期发展成为所有经营者的课题,由此而来企业战略的制定和执行也开始成为中国乃至全球企业家群体思考和行动的重心。本文正是在此背景下,选择自己供职的公司——美国天合汽车公司中国地区的汽车ABS业务单元发展战略作为研究对象,有非常重要的现实意义。汽车ABS产品业务是天合集团公司全球的主营业务以及公司利润的主要来源之一,从2006年开始将此项业务引导入中国及亚太地区市场以来,由于中国汽车市场爆发的价格战,迫使汽车制造商纷纷将降价的压力转移给供应商,令公司十分被动,利润空间不断缩小。同时日益激烈的竞争环境促使ABS产品的价格不断下调.另外作为中国地区的ABS市场后来进入者,如何进一步打开市场通道,达成规模经济,寻找新的增长点成为公司当前面临的战略选择。本文遵照制定战略管理的一般过程,运用各种战略分析技术和理论,系统地分析了公司在中国的ABS业务在当前经营的外部环境以及公司内部条件的优势和弱点,然后用SWOT方法指出天合公司的中国地区汽车ABS业务的发展战略,竞争战略,营销战略、职能战略以及相应的管理支撑。更多还原

【Abstract】 Since the 1980’ s introduction of the reform and opening policies of China mainland, the internationalization of economic goes deeper as times go by, the international economic situation has greatly affected the market of China. As the rapid development of network in recent years, the global market of variances industries has been deeply by the external economic environment factors; the competition situation became more complicated than past. How to strength the core competitiveness by compatible strategy to assure the stabilization of enterprise and the long-terms development will be the topic of all managers. Thus the planning and the implement of enterprise strategy are key points of the consideration and actions of Chinese and global enterprisers.Against the background of above, this paper analyzing the ABS business development strategy of TRW automotive company as the subject of research, where the writer served in, it is therefore tremendously practical significant. The vehicle ABS was the key business of global TRW and the main source of profit. Under the promotion of ABS business enter into China and Asia pacific market since 2006, due to the price war of Chinese automotive market, vehicle OEM building up pressure to suppliers for price reduction. The profit continuously reduced and the company became a passive situation. Price of ABS continuously reduced as the competition heating up. Furthermore, as the later comer of China market, how to open the market and gain economies of scale to developing the new growth point is the upfront challenge. The paper based on the normal procedure of management strategy creating and applied by variances technologies of strategy analyst and theory, analyzing the advantage and the disadvantage of ABS business under the recently surrounding environment and the inter conditions of company. Meanwhile, it indicates the competition direction, functionality strategy, and relevant management support of ABS business in China market by SWOT theory.更多还原