华达汽车公司的战略规划

上海交通大学硕士学位论文华达汽车公司的战略规划姓名：周曙明申请学位级别：硕士专业：工商管理指导教师：陈亚民20050228EMBA32005228EMBA4EMBA5PESTSWOTSWOTSUVPESTSWOTEMBA6AbstractStrategicplanningisveryimportanttoacompany.Goodstrategicplanningcaneffectivelyguaranteethefuturedevelopmentofacompany.UsingHuadaCompanyastheanalytictarget,thispaperprobesandanalyzesthebuildingprocedureofHuadaCompany’sstrategicplanning.Thepaperisdividedintofourchapters,andthemainanalyticalcontentsareasfollows.InChapterOne,theauthormainlyanalyzestheexternaleconomicalenvironmentofHuadaMotorCompany.ByadoptingthemethodofPEST,thepaperexplainedHuadaMotorCompany’senvironmentofPolitics,Economy,SocietyandTechnology.Theauthorbelievesthatgoodexternalmacro-economicalenvironmentcanhelpHuadaCompanytodevelopitsmarketinalongrun;theloosenpoliticalenvironmentshallenhancethecompetitioninmotorindustry;thetechnologyelementshallbethekeypointforHuadatogainfuturesuccess;andthesocialeconomicenvironmentcanpositivelypushHuadaCompanyforward.InChapterTwo,theauthorusesthemethodofSWOTtoanalyzethestrength,weakness,opportunityandthreatfacedbyHuadaCompany.HuadaCompanyenjoysthefavorableconditionsofgooddomesticandinternationaleconomicdevelopment,stabledomesticpoliticalenvironment,andthegoodopportunitiesofincreasingcitizenincomes,thedevelopmentofinfrastructures,etc.Butatthesametime,HuadaCompanyalsofacesthechallengesofupgradedstandardofexhaustemissioninmotorindustry,thelowermotorutilitycausedbytrafficjams,theincreasedmotorconsumptioncausedbytherisingofenergycost,andtheshortageofrecruitstaffsinmotorindustry.Besides,beinganewlyfledgingcompany,Huadaalsohasthedisadvantageinthedevelopmentoftechnologyandmarketing.SuchSWOTanalysesarethekeypointsthatHuadamusttakeintoconsiderationwhenitmakesitscompanystrategy.InChapterthree,basedonthepreviousanalysis,theauthorexplainedindetailaboutHuadaCompany’smission,strategicandspecificobjectivesandthecompany’sinternationalizationstrategy.TheultimateobjectiveofHuadaCompanyistobecomethebiggestintheautomotiveindustry,andalsodevelopcompetitivelinesofkeysparepartsforcars.Throughanalysis,thepaperalsoshowsthespecificstrategicobjectivesofHuadaMotorintheservicesofwhole-sailing,spareparts,SUVandlogistics.ItalsostatesaboutHuada’sstrategiesininternationalization,scopeofoperationandintellectualpropertyprotection.ThelastchapterdealswiththepracticeandevaluationofHuada’sstrategies.WeusedthemethodofbalancescoredcardtoreviewandsummarizeHuada’strategypracticeandstrategyevaluation.Inbrief,byusingthestandardframeofstrategicmanagement,thispaperassessedHuadaCompany’sstrategy,andevaluateditsprocedureofpractice.KEYWORDS:corporatestrategy,PESTanalysis,SWOTanalysis,balancescorecard(BSC)EMBA9WTOPESTPESTPoliticsSocietyEconemicechnology199620004.14.34.654.71020012.42002320042004200520052200420052.4%0.3%1.7%200520043.4-3.5%1.6-2.0%1.6-1.9%EMBA10200420052004200420%200220032005(IMF)20052004IMF20054.3%20045%0.72.9%20043.6%0.73.5%2.2%2.3%4%20055.9%20046.6%0.76.6%7.5%6.7%IMF2005IMF20057.2%20048.8%1.620055.6%2004211.9%20040.920056.3%20041.810.6%20040.2IMF2005IMF200520042.1%5.5%20050.5EMBA1120012003GDP7.3%8.08.2200413659526321454133115357980942229367768200480GDP“”908%-10%202000——2010GDP6~7%,2010GDP160000,2000;2050GDP20102050902000——2010GDP·19201910——19701%2.6%6%201510002~419872000log1.26269~2.463log()5001000EMBA12200521GDP2004207446.3%7238711.1%433848.3%2004253332004535197507172274215.0%136512.0%9206002004EMBA132004EMBA142002WTO20042004611250%3EMBA154200420043152001III30%20007II20022003EMBA162004130200411II200471III30%11L1L2.2L2.2L3%5%8%2002200330%II30%IIIIVIIII230%1020305%5%8%1500300072002004II11II1996-20002000IIIIIIII11600104000800*ST000927M62000IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII2004—20052004130II20041130%III20047130%EMBA17II30%III2000IIIIIIII04*ST2005114-82-350100402005502005152035.733EMBA182003103111220041011998EMBA1915-20121875%90IntelIBMB2B20031.417,2102004B2B2.371.0175801.2EMBA203.452060CADCAMCAECIMS212000-1IT(WindowsCEEMBA21TVhi-fiInternet)2CADCAMCAECIMS2080“”30%32070ARPANETINTERNET--750030%EMBA22“”EMBA23112487041264.42.6%20.65.6%,1.1%,4.914.722.8%5.1,8%;2000~250014.9%;500012.4%TGI120.4%10.37%5%0.3%,6~891%791%400094.7%60008681.2~221020“”5—4.0164EMBA2431.251401001219942000088100632.54431.62750900081.253329.5565005568113.758617.574016507.3229.86,451“”2000——20101314132000——2010()20002005201066-75106-121145-15750-5555-5860-7270-77128-139193-243186-207289-31898-462142000——2010200020052010722-766905-9561137-1193EMBA25340-380450-490540-580439-447843-9091423-15421501-15932198-23553100-33152250199918310“”“”“”1550“”“”21EMBA26ABCD1304030200320013AA“”20036CDC“D”A20038B20044152001102003CKD20012ISO900120028--ISO/TS16949200210IBMSAP/ERPSCMCRM“”“”“”EMBA272121121222150GDP10002004130II20041130%III20047130%III2000IIIIIGDPEMBA28EE22EE212323E+++lEMBA29ABCDllll22424E+++llllllll32001102003CKDCKD()2525E+++lEMBA30lllllllll18-1012-1663%-67%1.6-1.91.1-1.323.9-28.4200625%13.3-15.812ABEMBA313453000600270021(1)(2)(3)(4)(5)2123EMBA3243(1)(2)(3)(4)(5)4(1)(2)(3)(4)(5)(6)EMBA331.————2.3.4.SWOT1SUV2EMBA3434567EMBA3589EMBA36“”414141nnSUVnSUV41nnnnnnnnnnnnnnnEMBA37