易通科技（公司）目标市场分析与战略研究
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摘要
汽车工业是国民经济的支柱产业。2000年后，中国汽车工业出现高速增长，生产量从2000年100万辆增加到2002年300万辆，平均每年增幅在66％。汽车工业已成为国民经济发展过程中增长速度最快、最具活力的行业之一。汽车零部件行业作为汽车行业的一个分支，同时迎来了发展的广阔空间。尤其随着中国加入WTO和经济一体化与生产和采购全球化的到来，中国将逐步成为全球最具有活力的汽车零部件生产和采购基地。国际知名汽车集团和零部件采购商将加大在中国市场的采购份额，汽车零部件的市场需求量越来越大，汽车零部件行业迎来了前所未有的发展机遇。但同时，也面临着许多挑战。国外知名零部件企业加快了抢占中国市场步伐。其雄厚的资金，先进的技术和高水平的管理对中国零部件企业构成巨大威胁。国际国内两个市场对零部件质量要求越来越高，价格要求越来越低。汽车零部件行业兼并重组力度越来越大，行业集中度会越来越高。规模化和集团化已成为中国汽车零部件企业参与市场竞争，赢得竞争优势的基本条件……在此严峻形势下，中国零部件企业必须尽快在慎视内外环境的基础上，通过对目标市场的分析与研究作出战略选择。
本文以湖南易通汽车配件科技发展有限公司为实例进行研究。通过对该公司基本情况和现阶段的主要特征等公司现状分析；汽车零部件的现状和中国加入WTO对汽车零部件行业的影响等行业背景分析；汽车钢板弹簧和空气弹簧市场的特征和竞争状况等目标市场分析以及SWOT分析，确定了该公司的战略使命、战略目标、战略步骤，以及实施组织创新、技术创新、市场营销、资本运营和人力资源管理等战略措施。
The auto industry is a pillar industry of the national economy. After 2000. Chinese auto industry began growing at high speed. The amount of production increased to 3 millions in 2002 from 1 million in 2000, in 66% annual increasing degree on average. The auto industry had already became one of the fastest increasing speed, most vibrant trades in national economy evolution. Automobile spare part trade meets the wide space of development at the same time as a branch of trade of the automobile. Especially with China joining WTO and the coming of economic integration. China will become the most vigorous base for producing and purchasing of auto spare part in the world progressively. International well-known auto groups and spare part traders will enlarge the purchasing shares in the Chinese market. The market demand for the auto spare part will become greater and greater. The auto spare part trade is obtaining the unprecedented development opportunity. But it's facing a lot of challenges too at the same time. F
oreign known spare part enterprises have quickened the steps of seizing the Chinese market. Its rich fund, advanced technology, the management of the high level have constituted enormous threat to spare part enterprise of China. The international and domestic markets have more and more high expectations for quality of the spare part while the price has to be lower and lower. The strength for the merger and recombination is becoming more and more heavy, trade concentration degrees are becoming more higher and higher ...Under the severe situation, on the basis of the thing that look at internal and external environment carefully as soon as possible, Chinese spare part enterprises must made suitable strategic choice through the analysis of goal market.
This paper uses this text instance of Hunan Yitong automobile spare part science & technology development Co., Ltd. To go on the real study. This paper has defined the strategic measures such as the strategic mission and strategic objective and strategic step and organization innovation, technological innovation, marketing, capital operation and manpower resources management to Yitong through analysis the currents situation such as the basic situation and main characteristics in the present
stage, and through trade through trade backgrounds analysis such as the current situation of the auto spare part and the impact on auto spare part trade after China accession to theWTO, and the goal market and SWOT analysis such as the characteristics and competition situations to auto stencil plate and air springs.
本文以湖南易通汽车配件科技发展有限公司为实例进行研究。通过对该公司基本情况和现阶段的主要特征等公司现状分析；汽车零部件的现状和中国加入WTO对汽车零部件行业的影响等行业背景分析；汽车钢板弹簧和空气弹簧市场的特征和竞争状况等目标市场分析以及SWOT分析，确定了该公司的战略使命、战略目标、战略步骤，以及实施组织创新、技术创新、市场营销、资本运营和人力资源管理等战略措施。
The auto industry is a pillar industry of the national economy. After 2000. Chinese auto industry began growing at high speed. The amount of production increased to 3 millions in 2002 from 1 million in 2000, in 66% annual increasing degree on average. The auto industry had already became one of the fastest increasing speed, most vibrant trades in national economy evolution. Automobile spare part trade meets the wide space of development at the same time as a branch of trade of the automobile. Especially with China joining WTO and the coming of economic integration. China will become the most vigorous base for producing and purchasing of auto spare part in the world progressively. International well-known auto groups and spare part traders will enlarge the purchasing shares in the Chinese market. The market demand for the auto spare part will become greater and greater. The auto spare part trade is obtaining the unprecedented development opportunity. But it's facing a lot of challenges too at the same time. F
oreign known spare part enterprises have quickened the steps of seizing the Chinese market. Its rich fund, advanced technology, the management of the high level have constituted enormous threat to spare part enterprise of China. The international and domestic markets have more and more high expectations for quality of the spare part while the price has to be lower and lower. The strength for the merger and recombination is becoming more and more heavy, trade concentration degrees are becoming more higher and higher ...Under the severe situation, on the basis of the thing that look at internal and external environment carefully as soon as possible, Chinese spare part enterprises must made suitable strategic choice through the analysis of goal market.
This paper uses this text instance of Hunan Yitong automobile spare part science & technology development Co., Ltd. To go on the real study. This paper has defined the strategic measures such as the strategic mission and strategic objective and strategic step and organization innovation, technological innovation, marketing, capital operation and manpower resources management to Yitong through analysis the currents situation such as the basic situation and main characteristics in the present
stage, and through trade through trade backgrounds analysis such as the current situation of the auto spare part and the impact on auto spare part trade after China accession to theWTO, and the goal market and SWOT analysis such as the characteristics and competition situations to auto stencil plate and air springs.
引文
[1] 李岚清．培养发挥优势人才作用．中国汽车．2003，(6)：12～13
[2] 国家经济贸易委员会．中国汽车工业产业政策．1994
[3] 中国汽车技术研究中心．2001年汽车工业发展综述．中国汽车工业．2002
[4] 钱婵娟．国产汽车开门见喜．汽车与配件，2003，(9)：18～19
[5] 久陵．汽车零部件任重道远．汽车与配件，2003，(2)：11～13
[6] 陈学柳．决战颠峰．中国机电．2003，(3)：11～13
[7] 曹思源．加入世贸组织后中国的变化与对策．第一版．北京：北京团结出版社，2001
[8] 李刚．中国汽车工业是开放依赖还是开放自主．汽车与社会，2001，(4)：8～11
[9] 陈晓胜．跨国公司在中国已完成战略布局．汽车与配件，2002，(20)：14～15
[10] 张德．组织行为学．第一版．北京：北京清华大学出版社，2000
[11] 张仁琪．汽车工业—道路、趋势、矛盾、对策．第一版．北京：团结出版社，2001
[12] 中国汽车技术研究中心．中国汽车工业年鉴．2002
[13] 中国经济贸易委员会．汽车零部件“十五”规划．2000
[14] 陈晓红．世界贸易组后基本知识读本．第一版．海南：海南出版社，2002
[15] Chester Dauson. For Nissan a Game of Who Will Blink First Talks with Potential China Partner DongFeng are Stalling. Business Week, 2002,(9): 16～17
[16] 吴天．入世后中国汽车工业十大预言．汽车文摘，2002，(2)：11～12
[17] 陈光祖．中国汽车零部件工业新市场的展望．汽车与配件，2002，(10)：16～17
[18] 久陵．处于分化重组中的中国汽车零部件业．汽车与配件，2002，(18)：12～13
[19] 杨华．弹簧设计与制造工艺新技术及质量监控实用手册．第一版．安徽：安徽文化音像出版社，2003
[20] Thompson, Stricklaned Fulmer. Reading in Strategic Management. The First Edition. The United Staff of American Business. Publishing, Inc, 1994
[21] 王福天．车辆系统动力学．第一版．北京：中国铁道出版社，1994
[22] 宋铭南．250KM/h高速客车动力学性能试验研究．铁道车辆，1988，(36)：9～12
[23] 中国经营报．与100名老板对语．第一版．北京：经济出版社，1999
[24] 湖南省人民政府．关于进一步加快乡镇工业园区速度的通知．2003．2
[25] 国家经济贸易委员会．关于做好技术改造项目国产设备投资抵负企业所得税确认工作的通知．2002．4
[26] 谢文辉．中国经济发展潜力有多大．第一版．北京：中国商业出版社，2002
[27] 江宁．全球采购席卷中国汽车工业．汽车文摘，2001，(17)：9～10
[28] 刘立华．我国汽车零部件业在全球化环境下的生存与发展．汽车与配件，2002，(2)：12～14
[29] Richard B chase, Nicholas J. Production and Operations Management. 7th Edition. Aguiano, Inc, 1995
[30] Gitman, Lawrance J. Principles of Managerial Finance. 4th Edition. New York: Harper and Row,1985
[31] Gunu, Thomas G. 21 st Century Manufacturing. Harpercollins Publisher, Inc, 1992
[32] 陈收，毕少菲．管理经济学．第一版．长沙：湖南大学出版社，1999
[33] 谢赤．宏观经济学．第一版．长沙：湖南大学出版社，1999
[34] 吴晓波著．大败局．第一版．浙江：浙江人民出版社，2001
[35] Oster Sharol M. Modern Competitive Analysis. New York: Oxford University Press, 1994
[36] 李曜著．股权激励与公司治理．第一版．上海：上海远东出版社，2001
[37] Easterbook, Fischel. The Economic Structure of Corporation Law. Harvard University Press, 1999
[38] Iarry Bossidy Ramcharm. Execution. Published by Croum Business,2002
[39] Peter Senge. The fifth Discipline. Publishing by Arrangement with Doubleday through Art any Licensing International, Inc, 1995
[40] Philip kotler, Swee Hoon Ang, Siew Meng Leogn, Chin Tiong Tan. Marketing Management. Published by Prent Ca Hall Pte Ltd, 1999
[41] FR Lichtenbery. The Effects of Leveraged Buyouts on Productivity and Related Aspects of Firm Behavior. Journal of Finacial Economics, 1990,(27): 165～168
[42] Stephen P, Robbins. Organization Behavior. The First Edition. Prentice—Hall International, Inc,1997
[43] Gary Dessler. Human Resource Management. 5th Edition. Prentice—Hall International, Inc,1997
[44] Gregorg Mourhead, Rickg W Griffin. Organizational Behavior. Houghton Mifflin Company, 1998
[45] Ikujiro Nonaka, Hirotaka Takeuchi. The Knowledge-Greating Company. Oxford University Press, 1995
[2] 国家经济贸易委员会．中国汽车工业产业政策．1994
[3] 中国汽车技术研究中心．2001年汽车工业发展综述．中国汽车工业．2002
[4] 钱婵娟．国产汽车开门见喜．汽车与配件，2003，(9)：18～19
[5] 久陵．汽车零部件任重道远．汽车与配件，2003，(2)：11～13
[6] 陈学柳．决战颠峰．中国机电．2003，(3)：11～13
[7] 曹思源．加入世贸组织后中国的变化与对策．第一版．北京：北京团结出版社，2001
[8] 李刚．中国汽车工业是开放依赖还是开放自主．汽车与社会，2001，(4)：8～11
[9] 陈晓胜．跨国公司在中国已完成战略布局．汽车与配件，2002，(20)：14～15
[10] 张德．组织行为学．第一版．北京：北京清华大学出版社，2000
[11] 张仁琪．汽车工业—道路、趋势、矛盾、对策．第一版．北京：团结出版社，2001
[12] 中国汽车技术研究中心．中国汽车工业年鉴．2002
[13] 中国经济贸易委员会．汽车零部件“十五”规划．2000
[14] 陈晓红．世界贸易组后基本知识读本．第一版．海南：海南出版社，2002
[15] Chester Dauson. For Nissan a Game of Who Will Blink First Talks with Potential China Partner DongFeng are Stalling. Business Week, 2002,(9): 16～17
[16] 吴天．入世后中国汽车工业十大预言．汽车文摘，2002，(2)：11～12
[17] 陈光祖．中国汽车零部件工业新市场的展望．汽车与配件，2002，(10)：16～17
[18] 久陵．处于分化重组中的中国汽车零部件业．汽车与配件，2002，(18)：12～13
[19] 杨华．弹簧设计与制造工艺新技术及质量监控实用手册．第一版．安徽：安徽文化音像出版社，2003
[20] Thompson, Stricklaned Fulmer. Reading in Strategic Management. The First Edition. The United Staff of American Business. Publishing, Inc, 1994
[21] 王福天．车辆系统动力学．第一版．北京：中国铁道出版社，1994
[22] 宋铭南．250KM/h高速客车动力学性能试验研究．铁道车辆，1988，(36)：9～12
[23] 中国经营报．与100名老板对语．第一版．北京：经济出版社，1999
[24] 湖南省人民政府．关于进一步加快乡镇工业园区速度的通知．2003．2
[25] 国家经济贸易委员会．关于做好技术改造项目国产设备投资抵负企业所得税确认工作的通知．2002．4
[26] 谢文辉．中国经济发展潜力有多大．第一版．北京：中国商业出版社，2002
[27] 江宁．全球采购席卷中国汽车工业．汽车文摘，2001，(17)：9～10
[28] 刘立华．我国汽车零部件业在全球化环境下的生存与发展．汽车与配件，2002，(2)：12～14
[29] Richard B chase, Nicholas J. Production and Operations Management. 7th Edition. Aguiano, Inc, 1995
[30] Gitman, Lawrance J. Principles of Managerial Finance. 4th Edition. New York: Harper and Row,1985
[31] Gunu, Thomas G. 21 st Century Manufacturing. Harpercollins Publisher, Inc, 1992
[32] 陈收，毕少菲．管理经济学．第一版．长沙：湖南大学出版社，1999
[33] 谢赤．宏观经济学．第一版．长沙：湖南大学出版社，1999
[34] 吴晓波著．大败局．第一版．浙江：浙江人民出版社，2001
[35] Oster Sharol M. Modern Competitive Analysis. New York: Oxford University Press, 1994
[36] 李曜著．股权激励与公司治理．第一版．上海：上海远东出版社，2001
[37] Easterbook, Fischel. The Economic Structure of Corporation Law. Harvard University Press, 1999
[38] Iarry Bossidy Ramcharm. Execution. Published by Croum Business,2002
[39] Peter Senge. The fifth Discipline. Publishing by Arrangement with Doubleday through Art any Licensing International, Inc, 1995
[40] Philip kotler, Swee Hoon Ang, Siew Meng Leogn, Chin Tiong Tan. Marketing Management. Published by Prent Ca Hall Pte Ltd, 1999
[41] FR Lichtenbery. The Effects of Leveraged Buyouts on Productivity and Related Aspects of Firm Behavior. Journal of Finacial Economics, 1990,(27): 165～168
[42] Stephen P, Robbins. Organization Behavior. The First Edition. Prentice—Hall International, Inc,1997
[43] Gary Dessler. Human Resource Management. 5th Edition. Prentice—Hall International, Inc,1997
[44] Gregorg Mourhead, Rickg W Griffin. Organizational Behavior. Houghton Mifflin Company, 1998
[45] Ikujiro Nonaka, Hirotaka Takeuchi. The Knowledge-Greating Company. Oxford University Press, 1995