大众汽车中国市场份额下滑原因分析

对外经济贸易大学硕士学位论文大众汽车中国市场份额下滑原因分析姓名：柯明申请学位级别：硕士专业：工商管理指导教师：尹建华20050401MasterofBusinessAdministrationUIBE3VOLKSWAGEN50%ARA200311200241%33%17%13.8%24%19.1%20PESTSWOT20MasterofBusinessAdministrationUIBE4ABSTRACTMajorautomobilemanufacturersfromworldwidehavethrongedintoChinesemarketsinceChina’sreformandopening-up.ThatbringsarapiddevelopmenttoChina’sautomobileindustry,yetthecompetitioninthisindustryhasgrownincreasingly.AsthefirstmultinationalcompanythatenteredChinesemarket,VOLKSWAGENhasoncetakenupover50%ofthemarketshareforalongtime.However,thesharehasdeclinedyearlyduetoincreasingcompetitionanditsownproblems.Inrecentyears,thespeedofitsmarketlosingwasgreatlypickingup.ARA,aconsultingcompanyinautomobileindustry,issuedareportnotingthatVolkswagen’smarketshareinChinawasdownfrom41%inendof2002to33%inNovember2003.FAW-VOLKSWAGEN’smarketsharefellfrom17%to13.8%,andShanghaiVolkswagen’sfellfrom24%to19.1%.ChinaAutomobilereportedthattheshareofVOLKSWAGENinChineseautomobilemarketdecreasedfurtherin2004.Itstotalmarketsharewaslessthan30%with13.4%ofFAW-VOLKSWAGENand15.8%ofShanghaiVolkswagen.WhyhasVOLKSWAGENlostsomanymarketsharesinsuchshorttime?Thispaperwillfocusonthe20-year’sdevelopmentofVOLKSWAGENinChineseautomobilemarketsinceitsentry.ThepaperwilldoanindustryandcompetitiveanalysisusingFiveForcesModelofCompetitionandPESTbasedonMichaelPorter’sCompetitiveAdvantage(forces)Theory.Itwillevaluatethecompany’sexternalcompetitiveenvironmentfromthefollowingaspects:politicalenvironment,economy,technology,rivalryamongcompetitors,competitionfromsubstituteproducts,competitivethreatfrompotentialentrants,bargainingpowerofsuppliers,andbargainingpowerofbuyers.Thenitwillanalyzethecompany’sinternalcompetitiveenvironmentfromorganizationstructure,competitivestrategies,distributionchannels,localsuppliers,corporateculture,andcompanyoperation.RandomsamplehasbeentakentowardVolkswagen’scurrentusersandpotentialbuyersinordertofindouttherealopinionsofcustomers.Basedontheaboveanalyses,thispaperwillfurthermakeaSWOTanalysisthatconcludesthecompetitiveadvantagesanddisadvantagesofVOLKSWAGEN.FinallythepaperwillsubmititssuggestionsforVOLKSWAGEN.ChineseautomobileindustryhadchangeddramaticallysinceVolkswagenenteredthismarkettwentyyearsago.Nevertheless,Volkswagenhadnotcaughtupwiththismoveduetosomehistoricalreasonsaswellasitsownreasons.HowshouldVolkswagenchangethecurrentsituationandkeeppacewiththetime?Thatisthepurposeofthispaper.MasterofBusinessAdministrationUIBE51.1.140%20%2004200415%20%15%200410.4%200425205325%2004202066200373%144088176.4%2200465%2.1776001.22200410279778%200428080614.2%21741815.3%10.1%31.2MasterofBusinessAdministrationUIBE61.3PESTSWOTSWOTMasterofBusinessAdministrationUIBE71-12.2.1MichaelE.Porter1231,2MasterofBusinessAdministrationUIBE83,MasterofBusinessAdministrationUIBE91()()23,,()²MasterofBusinessAdministrationUIBE10²²²,42.2PESTPESTPoliticsEconomySocietyTechnologyGNP2.3SWOTSWOTMasterofBusinessAdministrationUIBE11SWOTSWOTstrengthweaknessopportunitythreatsSWOT1SW;MasterofBusinessAdministrationUIBE12;1?232OT5MasterofBusinessAdministrationUIBE133.3.11938Wolfsburg1320043.2198550%199160%40%1985411CKD3.380%200435500630011867MasterofBusinessAdministrationUIBE14200420034-10.4%20001327420033000902347486740%2004300118200320000.7%153916A646177200312004115391621327143112919410539351027486922257300090234880200974867107285788MasterofBusinessAdministrationUIBE154.4.120084.24.3200461MasterofBusinessAdministrationUIBE164.44.5200491011MasterofBusinessAdministrationUIBE174.620053123200511.611.281.07133444.7200425%2520539222572857GL829085MPV4578382004202066200373%10539380200164712004413401213MasterofBusinessAdministrationUIBE18102748144088144.82004WTO4.914MasterofBusinessAdministrationUIBE195.5.150%5.290MasterofBusinessAdministrationUIBE20105.35.3.110.114.89.6811.713.518.912.315.2151010005.3.2152005325MasterofBusinessAdministrationUIBE21SPARK20042120902000B1001995165.3.316MasterofBusinessAdministrationUIBE225.420021120038200451716616MasterofBusinessAdministrationUIBE235.55.5.160%80%40%--50%200320025.55.617190%50%30%2080%75%18“”30%1718MasterofBusinessAdministrationUIBE2460%20%2004200320230%20302.7%MasterofBusinessAdministrationUIBE255.5.22020001A66B52001124200334A47200430005.66020MasterofBusinessAdministrationUIBE265.72003324892500260000580JohnLawson192004Formotion5.82019MasterofBusinessAdministrationUIBE272020MasterofBusinessAdministrationUIBE286.6.1²²²MasterofBusinessAdministrationUIBE296.21009012305065%3MasterofBusinessAdministrationUIBE30515447%5634%A429%MasterofBusinessAdministrationUIBE317MasterofBusinessAdministrationUIBE32MasterofBusinessAdministrationUIBE33MasterofBusinessAdministrationUIBE346.3MasterofBusinessAdministrationUIBE357.SWOT7.1SWOT7.2PEST1234562008MasterofBusinessAdministrationUIBE361234567.3Opportunity(Threats)12312320MasterofBusinessAdministrationUIBE3712334520MasterofBusinessAdministrationUIBE386MasterofBusinessAdministrationUIBE398.500MasterofBusinessAdministrationUIBE40[1][14].MasterofBusinessAdministrationUIBE41MasterofBusinessAdministrationUIBE421AB2A21