綦江齿轮厂市场竞争战略研究
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摘要
作为我国汽车齿轮行业的著名企业，綦江齿轮厂有着悠久的历史，和辉煌的过去。今天面临我国加入WTO的影响，面临同行后起之秀的挑战，科学地确定綦江齿轮厂的市场竞争战略具有十分重要的现实意义。
本文从国际汽车零部件工业的现状以及我国的差距入手，讨论当前我国国家产业政策、宏观经济与基础设施建设、以及整车厂采购体系发生变革和我国加入WTO对綦江齿轮厂的影响。并建立外部因素评价（EFE）矩阵对此进行分析。分析并预测“十五”期间重型汽车和大客车市场。同时用波特的5种竞争力理论对重型变速器市场环境进行分析。从企业环境、产品的技术经济概况、“十五”汽车变速器市场前景，以及企业债务、生产规模、产品开发能力、企业机制和销售体系等方面分析綦江齿轮厂的关键内部因素，并以此构建内部因素评价（IFE）矩阵，对其内部环境进行分析评价。在内外部分析的基础上，运用威胁-机会-弱点-优势矩阵，提出綦江齿轮厂的竞争战略应该是：强化资本运作，实行股份制改造；加强企业技术中心建设，提高企业产品开发能力；加大投入，提高技术和装备水平；大力加强企业管理；认真实施人才开发战略；建设企业文化；统一营销体系，完善服务网络；扩展配套协作，建立配套体系。
As a famous auto gear manufacturer in China, Qijiang Gear Works has a long history and a brilliant past. At present, our country is facing the effect of entering WTO and more challenges come from other competitors. It is very important and most significant to give Qijiang Gear Work a marketing strategy scientifically.
In this article, beginning from the present situation of international auto part industry, our state policies, macroeconomic and infrastructure construction, changes from OEM's purchase system and the effect to Qijiang Gear Works from entering WTO are represented. EFE matrix is set up and analyzed. The market of heavy-duty trucks and buses during the Tenth Five-year Period is analyzed and forecasted. And meantime, Professor Porter's five-forces model is used to analyze the market of heavy-duty transmissions. The key internal factors of Qijiang Gear Works are analyzed from the aspects such as the environment of the enterprise itself, the technological and economic characteristics of its product, the market future of heavy-duty transmissions during the Tenth Five-year Period, and enterprise debt, production capacity, product development capability, enterprise mechanism and marketing system. An IFE matrix is built of this basis and used to analyze and comment its internal factors. Based on the analysis of the aforementioned factors, the threats -opportunities-weaknesses-strengthens matrix is used to determine that the marketing strategy of Qijiang Gear Works should be as follows: enhancing capital operation, practicing stock company reform, strengthen R & D center of enterprise, improving the product development capability; increasing the investment on upgrade technology and equipment level, improving enterprise management; realizing the strategy of human resources; constructing an enterprise culture; centralizing marketing system and improving after-sales service network; developing a supplying system.
本文从国际汽车零部件工业的现状以及我国的差距入手，讨论当前我国国家产业政策、宏观经济与基础设施建设、以及整车厂采购体系发生变革和我国加入WTO对綦江齿轮厂的影响。并建立外部因素评价（EFE）矩阵对此进行分析。分析并预测“十五”期间重型汽车和大客车市场。同时用波特的5种竞争力理论对重型变速器市场环境进行分析。从企业环境、产品的技术经济概况、“十五”汽车变速器市场前景，以及企业债务、生产规模、产品开发能力、企业机制和销售体系等方面分析綦江齿轮厂的关键内部因素，并以此构建内部因素评价（IFE）矩阵，对其内部环境进行分析评价。在内外部分析的基础上，运用威胁-机会-弱点-优势矩阵，提出綦江齿轮厂的竞争战略应该是：强化资本运作，实行股份制改造；加强企业技术中心建设，提高企业产品开发能力；加大投入，提高技术和装备水平；大力加强企业管理；认真实施人才开发战略；建设企业文化；统一营销体系，完善服务网络；扩展配套协作，建立配套体系。
As a famous auto gear manufacturer in China, Qijiang Gear Works has a long history and a brilliant past. At present, our country is facing the effect of entering WTO and more challenges come from other competitors. It is very important and most significant to give Qijiang Gear Work a marketing strategy scientifically.
In this article, beginning from the present situation of international auto part industry, our state policies, macroeconomic and infrastructure construction, changes from OEM's purchase system and the effect to Qijiang Gear Works from entering WTO are represented. EFE matrix is set up and analyzed. The market of heavy-duty trucks and buses during the Tenth Five-year Period is analyzed and forecasted. And meantime, Professor Porter's five-forces model is used to analyze the market of heavy-duty transmissions. The key internal factors of Qijiang Gear Works are analyzed from the aspects such as the environment of the enterprise itself, the technological and economic characteristics of its product, the market future of heavy-duty transmissions during the Tenth Five-year Period, and enterprise debt, production capacity, product development capability, enterprise mechanism and marketing system. An IFE matrix is built of this basis and used to analyze and comment its internal factors. Based on the analysis of the aforementioned factors, the threats -opportunities-weaknesses-strengthens matrix is used to determine that the marketing strategy of Qijiang Gear Works should be as follows: enhancing capital operation, practicing stock company reform, strengthen R & D center of enterprise, improving the product development capability; increasing the investment on upgrade technology and equipment level, improving enterprise management; realizing the strategy of human resources; constructing an enterprise culture; centralizing marketing system and improving after-sales service network; developing a supplying system.
引文
[1] 项保华. 战略管理. 2001年 北京 华夏出版社
[2] 蔡树堂编著.企业战略管理. 2001.1 北京 石油工业出版社
[3] 金占明编著.战略管理. 1999 北京 清华大学出版社
[4] 吴培良等编著.组织理论与设计. 1998 北京 中国人民大学出版社
[5] 李建明著.企业核心能力. 1998 北京 法律出版社
[6] 赵晓庆,许庆瑞. 战略管理：危机与挑战. 科研管理, 2000（6）
[7] 陈子彤，王旗林. 企业战略管理与危机管理的结合. 科技进步与对策, 2000(4)
[8] 王丰，江汕. 战略管理在中小企业中的应用及其特点分析. 科学管理研究, 1999(2)
[9] 波特著，曾忠华译.竞争优势. 1989 北京 中国财经出版社
[10] 雪恩伯格尔著，杨百朋等译 世界级制造业下一个十年 . 1997年 北京 中央编译出版社
[11] 蒋虹. 关于实施企业债权转股权的思考. 生产力研究, 1999(6)
[12] 卢莉 中国汽车工业出口导向发展战略. 中宏网, 2001/05/18
[13] 世界汽车零部件工业的现状与趋势. 中宏网, 2000/11/06
[14] 我国汽车零部件工业发展状况分析. 中国汽车工业协会信息部, 2000/7/18
[15] 国内汽车零部件工业与国际上的差距. 中宏网, 2000/11/06
[16] 我国汽车零部件工业发展战略选择. 中国汽车工业协会信息部 ,2000/7/18
[17] 钟师. 全球采购：是阳关道还是独木桥. 中国汽车新网 , 2001/04/09
[18] 我国汽车零部件工业发展战略选择. 中宏网, 2000/11/28
[19] 美国汽车工业正面临考验 . 中国经营报 中国汽车新网, 2001/05/09
[20] 世纪之交. 中国汽车工业的三种抉择 2001/05/11 人民日报·华南新闻 中国汽车新网
[21] 中国汽车将上演“三岔口”. 新华社 中国汽车新网, 2001/05/
[22] 古风. 美福特汽车公司华人员工进言中国汽车业. 中国汽车新网, 2001/04/16
[23] 2000-2001年重型汽车市场分析及预测.重庆重汽文摘, 2001（4）5-9
[24] 重型汽车市场演绎新格局. 重庆重汽文摘, 2001（4）9-10
[25] “十五”大中型客车市场预测分析. 汽车动态 , 2001 （16）24-25
[26] 加入“WTO”后中国汽车零部件的发展战略. 汽车动态, 2001（16）29-32
[27] 加入“WTO”中国汽车工业的影响. 汽车动态 , 2001（16）26-29
[28] 刘金堂 “十五”期间我国载货汽车行业的发展趋势. 商用汽车, 2001 （6）11-13
[29] 1998年全国汽车齿轮行业情报网网员厂主要技术经济指标统计汇编 1999年 全国汽车齿轮行业情报网上海汽车齿轮总厂情报室
[30] 1999年全国汽车齿轮行业情报网网员厂主要技术经济指标统计汇编 2000年 全国汽车齿轮行业情报网 上海汽车齿轮总厂情报室
[31] 2000 年全国汽车齿轮行业情报网网员厂主要技术经济指标统计汇编 2001年 全国汽车齿轮行业情报网 上海汽车齿轮总厂情报室
[32] Fred R. David. Concepts of Strategic Management. 1997 Prentice Hall Inc
[33] H. Craig Petersen and W. Cris Lewis. Managerial Economics—3rd ed. 1994 New York, Macmillan Publishing Company, a division of Macmillan Inc
[34] FPhilip Kotler. Marketing Management: Analysis, Planning, Implementation, and Control. Prentice Hall Inc.1997.Ninth Edition.
[35] Stephen P. Robbins. Management(4th.ed) 1994 Prentice Hall Inc
[36] Joseph G. Nellia and David Parker. The Essence of The Economy. 1996 Prentice Hall International(UK) Ltd
[37] Gary Dessler. Personnel/Human Resource Management. Prentice Hall, Englewood Cliffs, New Jersey,1991.Fifth Edition
[38] K.H.Roberts. Communicating in Organization. 1984 Chicago, Science Research Associates
[39] Arthur A. Thompson, Jr. and A.J.StricklandⅢ. Management: Concepts and Caseslothed. 1998 McGraw-Hill Companies, Inc.
[40] David J. Collis and Cynthia A. Montgomerg. Corporate Strategy: A Resource-Based Approach. 1998 McGraw-Hill Companies, Inc
[41] Ron Ludlow and Fergus Panton. Effective Communication. 1998 Prentice Hall Inc
[42] D.Katz and R.Kahn. The Social Psychology of Organizations. 1978 2n ed. New York, John wiley and Sons
[43] Gerald M.Phillips. Communicating in Organizations. 1982 New York, Macmillan Publishing Co.,Inc
[44] D.J.Mitchell. Human Resources Management: An Economic Approach. 1989 Bonston, PWS-Kent Publishing
[45] Richard C. Huseman, James M. Lahiff, John M. Penrose, Jr., John D. Hatfield. Business Communication: Strategies and Skills(Second Edition). 1985 The Dryden Press
[46] Robert E. Markland. Topic in Management Science. 1989 3rd Edition, John Wiley and Sons
[47] Waynel L. Winston. Operations Research. 1991 2nd Edition, PWS-Kent Publishing Company
[2] 蔡树堂编著.企业战略管理. 2001.1 北京 石油工业出版社
[3] 金占明编著.战略管理. 1999 北京 清华大学出版社
[4] 吴培良等编著.组织理论与设计. 1998 北京 中国人民大学出版社
[5] 李建明著.企业核心能力. 1998 北京 法律出版社
[6] 赵晓庆,许庆瑞. 战略管理：危机与挑战. 科研管理, 2000（6）
[7] 陈子彤，王旗林. 企业战略管理与危机管理的结合. 科技进步与对策, 2000(4)
[8] 王丰，江汕. 战略管理在中小企业中的应用及其特点分析. 科学管理研究, 1999(2)
[9] 波特著，曾忠华译.竞争优势. 1989 北京 中国财经出版社
[10] 雪恩伯格尔著，杨百朋等译 世界级制造业下一个十年 . 1997年 北京 中央编译出版社
[11] 蒋虹. 关于实施企业债权转股权的思考. 生产力研究, 1999(6)
[12] 卢莉 中国汽车工业出口导向发展战略. 中宏网, 2001/05/18
[13] 世界汽车零部件工业的现状与趋势. 中宏网, 2000/11/06
[14] 我国汽车零部件工业发展状况分析. 中国汽车工业协会信息部, 2000/7/18
[15] 国内汽车零部件工业与国际上的差距. 中宏网, 2000/11/06
[16] 我国汽车零部件工业发展战略选择. 中国汽车工业协会信息部 ,2000/7/18
[17] 钟师. 全球采购：是阳关道还是独木桥. 中国汽车新网 , 2001/04/09
[18] 我国汽车零部件工业发展战略选择. 中宏网, 2000/11/28
[19] 美国汽车工业正面临考验 . 中国经营报 中国汽车新网, 2001/05/09
[20] 世纪之交. 中国汽车工业的三种抉择 2001/05/11 人民日报·华南新闻 中国汽车新网
[21] 中国汽车将上演“三岔口”. 新华社 中国汽车新网, 2001/05/
[22] 古风. 美福特汽车公司华人员工进言中国汽车业. 中国汽车新网, 2001/04/16
[23] 2000-2001年重型汽车市场分析及预测.重庆重汽文摘, 2001（4）5-9
[24] 重型汽车市场演绎新格局. 重庆重汽文摘, 2001（4）9-10
[25] “十五”大中型客车市场预测分析. 汽车动态 , 2001 （16）24-25
[26] 加入“WTO”后中国汽车零部件的发展战略. 汽车动态, 2001（16）29-32
[27] 加入“WTO”中国汽车工业的影响. 汽车动态 , 2001（16）26-29
[28] 刘金堂 “十五”期间我国载货汽车行业的发展趋势. 商用汽车, 2001 （6）11-13
[29] 1998年全国汽车齿轮行业情报网网员厂主要技术经济指标统计汇编 1999年 全国汽车齿轮行业情报网上海汽车齿轮总厂情报室
[30] 1999年全国汽车齿轮行业情报网网员厂主要技术经济指标统计汇编 2000年 全国汽车齿轮行业情报网 上海汽车齿轮总厂情报室
[31] 2000 年全国汽车齿轮行业情报网网员厂主要技术经济指标统计汇编 2001年 全国汽车齿轮行业情报网 上海汽车齿轮总厂情报室
[32] Fred R. David. Concepts of Strategic Management. 1997 Prentice Hall Inc
[33] H. Craig Petersen and W. Cris Lewis. Managerial Economics—3rd ed. 1994 New York, Macmillan Publishing Company, a division of Macmillan Inc
[34] FPhilip Kotler. Marketing Management: Analysis, Planning, Implementation, and Control. Prentice Hall Inc.1997.Ninth Edition.
[35] Stephen P. Robbins. Management(4th.ed) 1994 Prentice Hall Inc
[36] Joseph G. Nellia and David Parker. The Essence of The Economy. 1996 Prentice Hall International(UK) Ltd
[37] Gary Dessler. Personnel/Human Resource Management. Prentice Hall, Englewood Cliffs, New Jersey,1991.Fifth Edition
[38] K.H.Roberts. Communicating in Organization. 1984 Chicago, Science Research Associates
[39] Arthur A. Thompson, Jr. and A.J.StricklandⅢ. Management: Concepts and Caseslothed. 1998 McGraw-Hill Companies, Inc.
[40] David J. Collis and Cynthia A. Montgomerg. Corporate Strategy: A Resource-Based Approach. 1998 McGraw-Hill Companies, Inc
[41] Ron Ludlow and Fergus Panton. Effective Communication. 1998 Prentice Hall Inc
[42] D.Katz and R.Kahn. The Social Psychology of Organizations. 1978 2n ed. New York, John wiley and Sons
[43] Gerald M.Phillips. Communicating in Organizations. 1982 New York, Macmillan Publishing Co.,Inc
[44] D.J.Mitchell. Human Resources Management: An Economic Approach. 1989 Bonston, PWS-Kent Publishing
[45] Richard C. Huseman, James M. Lahiff, John M. Penrose, Jr., John D. Hatfield. Business Communication: Strategies and Skills(Second Edition). 1985 The Dryden Press
[46] Robert E. Markland. Topic in Management Science. 1989 3rd Edition, John Wiley and Sons
[47] Waynel L. Winston. Operations Research. 1991 2nd Edition, PWS-Kent Publishing Company