丹佛斯传动控制公司中国发展战略研究

上海交通大学硕士学位论文丹佛斯传动控制公司（中国）发展战略研究姓名：高玉亮申请学位级别：硕士专业：工商管理指导教师：王毅捷20090524200852006;;2008PESTSWOT4THEDEVELOPMENTSTRATEGYDISQUISITIONOFDANFOSSMOTIONCONTROLDIVISIONCHINAABSTRACTInrecentyearstheChineseeconomycontinualgrowthhasledtheapplicationoffrequencyconvertertogetfastdevelopment.SincethesteppinginChinamarket,Danfossmotioncontroldivisionhaskeptcontinuouslyhighspeedgrowthsformorethan10years.Itsturnoverin2008isupto500mRMB,becomesthemainbrandinthisindustry.Howeverafter2006,thehighendproductmarketgrowspostponesobviously,atthesametime,theintensemarketcompetitioncausestheprofitabilitydropstheinternalmanagementalsohadmanyproblemsthefinancialcrisishasaffectedtheeconomyattheendof2008;thecompanyhavesometroubleindevelopment.Thereforeitneedstofindaappropriatesolutionassoonaspossiblewhichcouldhelpthecompanytoovercomethepresentdifficulty,gooutfromthedifficultposition,enternewdevelopmentcirculation.ThisarticletakesDanfossmotioncontroldivision(China)astheobjectofstudy,usesthePESTmodel,fivestrengthmodelsandinternalandexternalfactorappraisalmatrixtoolsandsoon,toanalysisthecompany’sinternalandexternalenvironmentandfindoutthefactorswhichinfluencethecompany’sdevelopment.UsetheSWOTmatrixanalyzedtheopportunity,thethreat,thestrengthandtheweaknessinwhichthecompanyfaced.TakeQSPMmatrixandthemodeofstrategyresourcebudgettogaintheproperdevelopmentstrategyforDanfossmotioncontroldivision,tomakeclearthecompany'sdevelopmentdirectioninthefuture.Combinethevisionandmissionofthecompanytoproposethefocusanddifferencestrategyandevaluatethepossiblestrategyrisks.Usethevalueanalysisandthevaluecurvetoselectthekeyelementswhichinfluencethecompany’sdevelopmentinthefuture.Finallyinductthebalancescorecard,makeplaninfouraspectsachievementtargetsystemsofthecompanyinfinance,customer,internalflowandstudy&growthandsoon,thiswillguaranteeDanfossmotioncontroldivisiontobeabletocarryoutthecompany’sstrategyplanineachmanagement,realizethecompany'sstrategictarget.Baseonrealcasestudy,thedissertationwillhavereferencestomanycompaniesinmanagementofdevelopingstrategy,avoidanceofpricewar,forgingofcorecompetitivenessandpromotionofcustomers’loyaltydegree.KEYWORDS:Danfossmotioncontroldivision;developmentstrategy;competitiveadvantages;corecompetitivepower;focus-differencestrategy2009412V20094122009412MBA-1-50Hz60Hz2015%~20%GDP2007110201280%ABB“”4020MBA-2-0-120%5%-6%01002003004005006002002200320042005200620072008MRMB0%10%20%30%40%50%60%70%80%90%/0-12002-2008Figure0-1TheMainBusinessDataofDanfossMCinChinafrom2002to2008105-102-51-220052006MBA-3-2006PESTEFE/IFESWOT4MBA-4-0-2-PESTSWOTQSPM…..MBA-5-1.119333021003280030ISO9000ISO140011.21.2.1196825%160kW30196828VLT®1983RockfordHampton(,LovesPark)1989Graasten19972000Schleswig2003Proexpert51%20051.2.21994MBA-6-2005153005MBA-7-2.1CPIPPI100PESTPoliticalEconomicTechnologicalSocial2.1.1GB/T4754-20022.1.1.1GB126686GB/T12668.12002GB12668IEC61800-11997GB/T12668.22002GB12668MBA-8-—//1kV50Hz60Hz600HzIEC61800-21998GB12668.32003GB12668(PDS)EMCPDSPDS—IEC61800-31996GB/T12668.42004GB126681000V35kV1kV1Kv/GB/T12668.2IEC61800-42002GB12668.51kV50Hz60Hz35kV50Hz60HzIEC61800-5-1GB12668.6PDSBDM)IEC61800–62.1.1.2MBA-9-20003“”“”“”2007116“”20101995199711199811“”“”20071028200850871998“”“”2010GDP20%10%2.1.1.3IECMBA-10-60%20~30%1.8“”22002.1.22.1.2.12008GDP9%3005000010000015000020000025000030000035000019901991199219931994199519961997199819992000200120022003200420052006200720080246810121416GDPGDP(%)2-11990-2008GDPFigure2-1TheGDPDataofChinafrom1990to2008MBA-11-2-21998-2008Figure2-2TheproportionDataofIndustry2inChinafrom1998to20082.1.2.2GDP200810.6%10.1%9.0%6.8%2-31992-2008“”“”“”“”2007“”36.2%37.8%39.0%40.5%41.5%41.2%40.4%39.9%39.3%40.1%39.0%46.2%45.8%45.9%45.2%44.8%46.0%46.2%47.5%48.9%48.6%50.2%17.6%16.5%15.1%14.4%13.7%12.8%13.4%12.5%11.7%11.3%10.8%19981999200020012002200320042005200620072008.1-9MBA-12-“”2008“”“”“”————MBA-13-“”“”“”“”“”2008GDP9CPI5.982.1.2.3GDP3050%2008MBA-14-2.1.3102.1.3.12050SCR701971197319792080SCR()GTO()BJT()MOSFET()SIT()SITH()MGT(MOS)MCT(MOS)IGBT()HVIGBT()3-15%20%60%19541200MBA-15-2-1-50~7050~60-60~70-60~7070~60~6070~80~680~BJTIGBTPWM90~2.1.3.2-,l,MBA-16-PWM“”2.1.3.32.1.42.1.4.120901020“”77“”MBA-17-2.1.4.22060208019721994199030%60%5.860%70%90%5.22500010%70-80%3.5-440%221/4400020%40020062006492WTOMBA-18-()5.2230-40%2.1.5PEST25PEST24ETSPMBA-19-2.2M.Porter2-52.2.120140702.2.1.1PAMPWMV/F1991INTEL8X196MCM37705M7906MBA-20-TMS320C240DSPV/F(110V220V380V)(660V/690V1140V2300V)(3KV3.3KV6KV6.6KV10KV)IGBT2.2.1.280901993419992820071100.4KW900KW76200680%V/FABB200090%200515%200620%200724%40MBA-21-ABB2.2.1.32.2.2MBA-22-2.2.3IGBTIGBTIGBTIGBT2007-2008IGBTIGBTIGBT70-80%,,IGBTTYCOIGBTIGBT2.2.4201015MBA-23-2.2.52.2.62.2.6.1140V/FOEM200630%FujiToshiba(Mitsubishi)(Yaskawa)(Hitachi)(Sanken)(National)(Panasonic)(meiden)Omron(Kasuga)40ABB(··)AB()Danfoss()EURO()Schneider()SIEMENS()VACON()ABBLG102.2.6.2ABBMBA-24-(1)ABBABBABBABBABB0.12kW27,000kW2005ABB30%ABB200511.5,2.5200614.5,3200718.5(2)70601995(TMEIC)(TRIED)(SEDL)2005395.5SEDL100KW10MW605200511.222006132.5200714.8(3)1923359.64,500