新加坡新科电动车公司中国经营发展研究

上海交通大学硕士学位论文新加坡新科电动车公司中国经营发展研究姓名：范荣申请学位级别：硕士专业：工商管理（MBA）指导教师：田澎200310122023STEVDEVELOPMENTINCHINAABSTRACTAschina’seconomyisboomingandgrowingrapidlyandbecomingworldmanufacturingcenter,ithasbeenconsumingmoreandmorenatureresource.Whichdirectlyleadtohugepollutionandbecomeabigthreatforhuman’shealth.Forexample,theincreaseinvehiclesandfuelconsumption,badtrafficmanagement,poormaintenancehasleadtoahugeincreaseinemissionspollutionthatisamajorfactorof“greenhouse”effect.AccordingtoareportbytheWorldHealthOrganization(WHO),sevenoftheworld’stenmostpollutedcitiesareinchina.Soifwedonottakeanymeasurestocurbthistrend,wewouldfollowthedevelopedcountries’viciouscycle:pollution–control–repollution–recontrol.Atthesametime,chinacurrentlyistheworld’sthirdlargestoilconsumer,behindtheUnitedStatesandJapan.Thebiggestconsumptionisvehicleindustry.Duetoscarcenatureresourceandfastgrowingeconomy,chinaneedtospendhundredthousandofdollarstoimportcrudeoilfromallaroundtheworldeveryyear,crudeoilhavebecomecrucialstrategyresourceforourlong-termdevelopment.SohowtosaveenergyandfindnewresourcebecometopprioritiesforChinesegovernment.Fortunately,upontheabovetwomajorfactorsandgrowingpublicawarenessofairpollution,thegovernmenthavecontinuouslybeenencouraginganddevelopingelectricvehicle(EV)industry.Itmakesalotofeffortstotightvehicleemissionpolicy;encouragethepublictouseenvironmentallyvehicles,inordertoreduceairpollutionandenergy.EveryyearthegovernmentpumpshugeamountsofmoneytoEVtechnologiesandinfrastructure.Thesearemajorexternalfactsforourcompany’srapidgrowinginchinaEVmarket.Asfastgrowingmarketisanimportantexternalfactforcompany,internalfactswillalsoplaycrucialroleforsucceed.Forexample,duringthelasttwodecades,china’spropertymarkethavebeengrowingfast,butmostofSingaporecompanieshavenotgainanyprofit,theysaidthereasonwassimple:china’sunlawfulenvironmentsanddifferentculture.Withmyknowledgeofmarketing,IsystematicallyanalysesEVmarketinchina,andourcompany’ssuccessinEVindustrythroughanalyzingouraggressivemarketingstrategy,corecompetency,efficientorganizationstructureandhumanresourcepromoting,etc.WhileUSeconomystillhasnoclearsignofrecovery,butchinamarketisabrightspotintheworld,itisestimatedthatchina’sannualgrowthratecanreach7~8%inthelongterm.Atthesametime,Singaporeeconomyhasdeterioratedfurtherbecauseoftoomuchdependingontheexternalmarket.Thegovernmentistryingtofindanewgrowthengineforthecountry,itisencouragingtheirSMCtoaggressivelyexpandtoregion,especiallytochinamarket.ThusIbelievethethesiswillbeagoodmaterialforthosewhowanttoachievesuccessorexpandfurtherinthechinaEVmarket.KEYWORD:electricalvehicle,marketing,strategy,Bostonmatrix,productlifecycleMBA••1205000SWOTMBAMBA••••2-120002-1MBA2070208020809019962200032005199920002208055908519961215304000800020001306000()1999150200025067%MBA2-2MBAMBA2-3EPRIElectricPowerResearchInstitute20001306000()1999150200025067%MarsElectronicsPeterHarropGrahamHarrop4442-467%7%8%13%5%MBA2-52-646%79%0%20%40%60%80%100%63%74%83%95%0%10%20%30%40%50%60%70%80%90%100%MBA2-7ACPropulsion••••20%225012060%120090%()25005001.19952.199649%SEEV3.1997SOLECTRIA20%4.1998SEEV5.1999SOLECTRIA51%,MBA6.1999STM25%STM7.2001STM600100100010065STM100/350001202002100MBASTMSTM050,000,000100,000,000150,000,000200,000,00012345STMMBA•••••203%308%-10%”2000-20108%2010-20306%2030-20504%-5%2020MBA”“”1997195750CC131000125002.5411001.10010MBA2.2000PRIUS3.(Nichemarket)2001170004000200273185312005123181831830MBA1.2500102.3100300STM3.STMSTM4.STM5.INTRANETERP6.7.8.”IVCCC”IntegrityValueCreationCourageCommitmentCompassionMBA1.priusinsight2.3.4.4-1MBA1.2.3.4-1•””””•••••1.2.3..(ArthurM.Hughes)1.2.3.4.5...(JayandAdamCurry)•2080100MBA•90••530••2105010199719985.419991420002920015820021980MBA4125001004-14-24-12002102002.6147072388133433434055333663302731008269992068101901MBA2002.14-243MBA4-2STMSTM4-3MBA•••8090199719985.41999142000292001581980510mm560mm610mm660mm3002002601001997195750CC13MBA1000125002.541100WTO507036V50701.2.3.MBA4.5.6.3007.108631020301.2.MBAIGBTDSPMBA••MBA2000A6SIBMMBAULMBADSPCAN1.2.ISO9001ISO90016σ3.200264.4Ps1.MBA6-12.3.3MBA4.5.MBA•••1.2.3.4.5.6.EXCELEXCELSolverLINDOLINGO7-1/()/20203032004,0006020203032004,0006020203032004,0006020203032004,0006020203032004,0006028551032001,0001520102032505,00060150100150325037,500450150120150325037,500450200180200325050,00060026200180200325050,000600MBA1051032502,5003025203032506,2507518102032504,5005434304032508,50010233304032508,25099433050325010,75012926651032501,5001820203032004,000608080100320016,00024040405032008,0001208080100320016,000240130130150320026,0003902410102032002,0003023203032