韩国现代汽车的成功及其对中国汽车自主品牌的启示

——以韩国Hyundai为例GeneralOverviewInternationalsuccessInnereffortsCompare&analysisGeneralintroductionGeneralintroductionHyundai•HowmanyautonomousvehiclebrandsinChinadoyouknow?HyundaimotorcompanyisSouthKorea'slargestcarcompany,oneoftheworld's20largestcarcompanies.Itwasfoundedbychungju-yungin1967.TheheadquartersofCompanywasinSeoul,SouthKorea,Thecompanyhastheannualproductionof1millioncars.Mainmodels:Accent,Sonata,Azera,Rohens,Equus,Veracruz,Coupe,DynastyNowitsbusinessscopeexpandedtoconstruction,shipbuildingandmachineryandotherfields.thecorevaluesHMCaspireto•Internationalization•Communicationandcooperation•Respectthetalentedperson•Customerfirst•Challengenewpossibilities------Thefirststage(1967-1980)Introduceforeigntechnologydevelopindependentbrands.①CooperatedwithFord②ThefirstindependentmodelsPonyputintoproduction,andquicklyobtainhugesuccessinthedomesticmarket.------Thesecondstage(1980-1990)Expandthescaleofproduction,starttheoverseasmarkets.①Expandedforlargescaleonthedomesticfactories.②Entertheoverseasmarket,andsetupadepotoftheannualoutputof100000vehiclesscaleinCanada.ThedevelopmentofHMC------Thethirdstage(1990-2000)AccelerateR&D,improvetheproductsystem.①Launchedthefirstconceptcarwhichcompletelyresearchedanddevelopedindependently.②Madeitintonewareasoftheworldcarmarket,andfurtherexpandedthemodelseriesofHyundai.------Thefourthstage(2000----)Strengthentheoverseassales,createglobalbrands.①Builtthesystemofexportregionalheadquarters.②Builtthebrandimage.ThedevelopmentofHMCDirectoryselfdevelopmentasuccessinthelocalmarketEnterintotheinternationalmarket•Ittobeabletobuildfactoriesindependentdevelopmentmodelsinjust18years(1967-1985),andtobecomeKorea'slargestautomotivegroup,ranksamongthetop20globalautomotivecompany.•Hyundaihasoneoftheworld'slargestautomobileproductionbaseinUlsanfactory,statewidedepot,Asanplant,eightresearchcenters,withSouthKorea'sonlyinternational-levelcarProvingGround.selfdevelopment5million㎡1,700,000peryear718million㎡300,000peryear413million㎡600,000peryearUlsan,KoreaAlabama,USIndia2013年2月韩国市场车型销量排行•销量排名车型2月销量（辆)2013年销量（辆）•1现代雅尊7,29315,320•2起亚Mornin6,91714.639•3现代Porte6,86014,665•4朗动6,85312,939•5索纳塔6,78713,818•6新胜达5,87112,434•7雪佛兰乐4,92110,046•8起亚K34,2408,245•9起亚Bing4,1099,202•10起亚K53,9668,074successinthelocalmarketsmallquestion•WhichcardoyouthinksalesbestinAmericanmarket?•AB•CD•Andhowaboutchinesemarket?•AB•CDEsmallquestionAugust11,2009,accordingtothemajorautomobilebrandsalesinthefirsthalfof2009,U.S.automagazineAutomotiveNewsPublicstandings,Hyundai(includingKia)vehiclessold2,150,003thousandaslightadvantageovertheFordMotorrowbitfourthintheworld.InAmericanMarket添加文本添加文本添加文本添加文本文本文本文本文本文本文本文本文本InChaineseMarket2010年上半年各企业销量排名（单位：万辆）InChaineseMarketInnereffortsofOrganizationchartofHMCCompetitiveadvantagesfromit'snationknowledgeworkerscost-effectivelaborhightechnologycapitalcostsassetsAcitivitiesmergersacquisitionstakeoverinternalcausesOrganicgrowthexogancegrowth•bycutingdowncostssuchasoverheads,administrativecosts,manufacturingcosts,operatingexpenses•tookcontrolofKiabecomingSouthKorea'sbiggestcarmakerandholdingthree-quarterofitsdomesticvehiclemarketcostsavingandmergerYourcompanyplanet(enviromentalperformance)profits(enterprise'sincome)people(socialpefomance)3BLSummarySummarypart1.SWOTanalysis2.SuggestionsSummarySTRENGTHSSPositiveinternalfactorsOPPORTUNITIESOPositiveexternalfactorsTHREATSTNagativeexternalfactorsSWOTanalysisWEAKNESSESNagativeinternalfactorsWSWOTAnalysisSWOTStrengthsChina◆GoodinvestenvironmentHyundai◆COSTadvantage人力成本零部件装配成本◆Goodinvestenvironment◆Costadvantage◆Coretecknowledge核心技术andPopularstyle◆PriceadvantageSWOTWeaknessesHyundaiChina◆Brandrecognition◆Coretecknowledge◆Supplychainmanagement◆Qualityandafter-salesservice◆Qualitycontrol◆Brandrecognition◆TheR&Dofpartsandaccesories零部件研发能力SWOTOpportunitiesChinaHyundai◆Overseasdemand◆Govenmentsupport◆Largemarkets◆Govenmentsupport◆Fastdevelomentofautomobileindustry◆FastdevelomentofautomobileindustrySWOTThreats◆Excessproductioncapacity产能过剩HyundaiChina◆Competedinlowprices/profit◆Competedinlowprices/profit◆Tradeprotectionism◆RMBappreciationSummarySuggestionstoChinaownedautobrands.Summary1.IncreasingtheinvestmentonR&D2.Introducingprofessionaltalentsandmanagement3.Creatingabrandeffect4.Continuetojoinintotheinternationalcompetition