【作者】 陈功；

【导师】 史占中；

【作者基本信息】 上海交通大学 ， 工商管理， 2009， 硕士

【摘要】 本文主要研究的是爱达克上海公司在中国汽车行业市场高速增长和竞争激烈的情况下发展战略的调整。爱达克通过4年的迅速发展,取得了初步的成功,成为了国内汽车产品研发和制造装备领域中领先的公司之一。但随着国内汽车行业的高速发展,市场竞争越来越激烈。由于竞争对手的强势和自身在成本控制、项目管理等方面出现的一些问题,目前爱达克公司在行业中的领先优势正在受到挑战。公司的发展战略亟待进行调整。本文旨在通过对爱达克上海公司外部环境和内部资源能力的分析,制定企业发展战略,以提高企业经营决策的有效性,从而在激烈的市场竞争中站稳脚跟。本文采取PEST和波特五力模型分析法,按照从宏观到微观、从定性到定量的层层推进的研究思路,通过对内部因素(IFE)评价矩阵、外部因素(EFE)评价矩阵和竞争态势矩阵(CPM)的量化分析,在此基础上形成了SWOT分析矩阵,从而制定出爱达克上海公司提高本土车厂占有率、巩固合资车厂优势地位、开拓零部件市场和国际化竞争的总体发展战略方针。并通过对SWOT矩阵的四个区域的战略方案进行比较,以波特的竞争战略理论为主要依据,最后利用定量战略计划矩阵(QSPM)制定出爱达克公司的基本竞争战略。爱达克公司采取成本领先为主,同时执行差异集聚、差异化和国际化的混合式基本竞争战略。本文同时结合企业实际,从加大市场开拓力度、优化组织管理流程、加强人力队伍建设、强化成本管理和控制、强调企业文化建设五个方面制定了战略实施的保障措施。更多还原

【Abstract】 In this paper we research EDAG Shanghai development strategy improvement and adjustment on the environment of Chinese automotive industry market swift growth and serious competition. With four years development, EDAG becomes one of the leading companies in automotive production development and manufacturing equipment areas. However, with high speed development of Chinese automotive industry, market competition is more and more serious. EDAG’s predominance is being challenged because of competitors’ strength and EDAG inner problems in cost control and project management. Development strategy adjustment is necessary now.The thesis is divided into six chapters. Chapter One introduces EDAG Shanghai’s past and present, as well as its business performance. Chapter Two analyses external environment, including PEST analysis for macro economic environment, automotive industry analysis and Porter’s Five Forces model analysis. Chapter Three focuses on internal environment analysis, namely company’s inner resources & core capabilities. Chapter Four is EDAG SWOT analysis. Chapter Five is development strategy alignment & selection on the basis of SWOT analysis and EDAG’s strategy target. Chapter Six mentions five detailed measures on how to implement the strategies.更多还原