乐文公司在华家电行业战略发展研究

上海交通大学硕士学位论文乐文公司在华家电行业战略发展研究姓名：文琇永申请学位级别：硕士专业：高级工商管理指导教师：陈德智20050319EMBA05228EMBA052280532EMBA146199340%2004CDMAEMBA9.1%‘‘’1‘/20022‘’EMBA246:,,;,;,EMBA346AbstractAsaglobalcompanywithrapidgrowth,LewenhasbeenconsideringChinesemarketasitsprimaryissueinitsglobaldevelopmentstrategyallthetime.SinceLewen’sentranceintotheChinesemarketin1993,ithasbeenbuildingup“onestop”businessstructurethroughimplementingthelocalizationofmanufacturing,marketing,R&Dandhumanresource.Lewenhasmaintainedanannualsalesgrowthrateof40%throughconsistentlyenhancingitsbrandnameandactivemarketingcampaign.By2004,LewenhasrecordedM/SNo.1inthesalesofOpticalstorage&Rear-projectionTV,M/SNo.2inthesalesofPDP,LCDTV,micro-waveovenandM/SNo.3inthesalesofCDMAandwashingmachineinChinesemarketrespectively.LewennowhasbecomethemostrepresentativeelectronicinformationcompanyinChina.WhydoesLewenmanagetoachievesuchrapiddevelopmentonly10yearsafterenteringintoChinesemarket?Whatkindofdevelopmentstrategyandoperationmodehasitbeenadopting?Thathasalreadyprovokedlotsofattentionsintheindustry,andbecamethedesirablestandardoftheindustrydevelopment.Withthecombinationofmyworkingexperienceandtwo-yearsystematicEMBAtraininginShanghaijiaotongUniversity,IwrotethispaperasthesummaryofLewen’sbusinessdevelopmentinChinesemarketaswellasthecognitionofitsstrategydevelopment..LewenhasbeenmakingchangesinstrategydevelopmentinChineseCEmarketinthefollowingthreefields:First,LewenshallimplementtheglobalstrategywhichregardChinesemarketasitscorebase.SinceChinaistheuniquemarketwhichonlyachievesrapideconomicgrowthrateallovertheworld,ithassuccessfullymaintainedtheaverageannualgrowthrateat9.1%allthetime.Therefore,itisavailableforLewentodevelopitsbusinessinhighspeed,providedthatChineseeconomydevelopcontinuouslyandflourishingly.Second,Lewenshallestablishaperfectbusinessoperatingsystemthroughthestrategyoflocalization.Untilnow,thereweremanyglobalcompanieswhichconductedinvestmentinChinesemarket.Fromtheviewpointoftheirinvestmentdirection,itisregardedthattheystillfocusonnativemarketandtherefore,theysetupfactoriesinChinasimplyeitherforexploringdomesticmarketorforestablishingprocessingbasetosupportoverseasmarkets.Changesarehappeningrapidlyintoday’sdigitallifetogetherwithvariationofcustomers’demand.Theonlyavailablemethodtomeetsuchdemandistoachievetheperfectfunctiontoguaranteeitscompetitiveedge.Lewenwillclassifyitslocalizedcompleteoperatingsysteminto2parts:LocalizationofBusinessSystem&IndustrialVerticalAlignment“LocalizationofBusinessSystem”referstolocalizationofallbusinessoperationsincludingmanufacturing,sales,fundamentalR&D,productplanning,designingandetc.Aspartofimplementingsuchstrategy,LewenestablisheditslargestoverseasR&DcenterinBeijingin2002.,Besidesit,LewensetuptheirownproductdesigncentersinalloflocalfactoriesinChina.EMBA446“IndustrialVerticalAlignment”:OneofitsexampleisthelocalizationofPDP&LCDmoduleforPDP&LCDTVsinordertomaintaincompetitiveedge.Aspartofimplementingitsstrategy,LewenalreadysetupmoduleandCBUfactoriesforPDP&LCDTVandmassproductionisnowavailableinthesefactoriesrespectively.Third,LewenshallorganicallycombineitsowndevelopmentstrategywithChinesegovernmentdevelopmentstrategy.Uptonow,directinvestmentistheprimarymethodtakenbymostglobalcompanies.Fromnowon,LewenwillconsiderpositivelystrategicallianceorM&AwithChinesestate-ownedCE,ITandCommunicationcompaniesexceptfordirectinvestment.Inparticular,Chineseauthorityisactivelyencouragingforeigncompaniesinthesedaystomergelocalcompanieswhicharelackofcompetitiveness.Basedonsuchmethodswhichcouldresultinwin-winsituation,LewenwishesnotonlyhelptheseChinesestate-ownedcompaniestoreformsuccessfully,butalsoentitleitselfwiththediversifiedcompetitiveness.Thesubjectofthethesiscanbedetailedasfollows:Theorystudyofstrategicplanning,implementingandcontrolling;ReviewofLewen’sdevelopmentstrategyplanninganddeployment;ReviewofLewen’sbusinesshistoryinChineseCEmarket;DescriptionofdevelopmentstrategysupportingLewentoaccomplishitscorporatevision.Keywords:CE,ITandCommunication,Digitalintegration,Localizationofbusinesssystem,Verticalalignment,CorporatestrategyEMBA646113C200435001200140015002003103346366239320041000902110DVDCD-ROM([15])12,,,;,;,EMBA74613Henry.Mintzberg.M.E.porterEMBA84611.(MichaelPorter)FredRDavid(StrategicManagement)1.2.3.4.:211(Peter.Drucker)John PearceFrecl DavidVern,McGinnis1.2.3.4.5.EMBA9462121.2.3.4.5.6.1.2.3.EMBA10464.(MichaelPorter).[1]-[3]213EMBA114619J.EvansB.Berman1.2.3.4.5.6.7.8.9.    James Van.HorneEMBA1246Roger,Schroder1.2.3.4.5.&1.2.3.4.([5]-[6])214EMBA1346space1.2.3.4.TowssoWo5.space6.7.8.9.IFE,EFE,Tows,Space,BCG,IE.EMBA1446Willian Guthand Milltan(911)215. EMBA1546 1. 2.3.EMBA16464.  501520EMBA1746202322GE(JackWelch)15013340GEGEGEGEcapitalGEGEGE20GEGEGEGECCECCS1S2GEEMBA18463131190%60%-80%30%-40%15%85%3-5DVDVCDDVD100%[15]3123C()EMBA1946TCLITIT2003()20%313,EMBA20465%1.5%15715314EMBA2146200620041.1100-1200630-650201514.08201050%200050003.548322000500086021502.46.6%17.7%24.2%18.9%8928.9%11.5%3.21154.208010527.6%36.2%GDP10002003GDP1090EMBA2246(15)315(SUMSUNG,TCL)3