一汽大众新宝来的研发策略研究
摘要
中国的汽车企业经过了半个多世纪的发展,已经有了长足的进步。在21世纪的今天,汽车行业已经进入了产品研发为主导的时代。伴随着国际与国内厂商研发项目的开展,一汽大众也在探索自己的研发道路。新宝来是一汽大众的第一个大型自主研发项目,在投产的一年时间里,市场表现优异。本论文的目的是回顾新宝来的开发过程,从中探讨一汽大众在研发当中管理的注意事项,总结了新宝来项目在研发中的经验,从而启示未来的研发战略和发展方向。
本文通过采用研发长期目标的概念阐述一汽大众的发展方向。运用战略管理知识,探讨了以新宝来为代表的一汽大众产品开发战略。通过分析适合采用产品开发战略的五种情况,得出结论一汽大众采用该战略是正确有效的。再引入合作开发战略概念,探讨一汽大众的研发模式,从中总结经验,并指出还需进一步改善的方向。最终得出,一汽大众在自主研发方面得到的管理启示和战略对策,从而为一汽大众的研发方向给出建议。
At present the development of domestic automobile is rapid, the market’s automobile demand u is also rising, FAW-VW started comprehensively the project named“face the future”and 1,000,000’s product, and it tries his best to realize this aim in 2013.
New bora is promote in 2008, regardless of combines and complements one another“the lion dance”from China and the West the modelling, the performance remarkable dynamic system, to the five-star collision safety coefficient, all is steam populace researches and develops ability to manifest objectively.It is a steam populace China independent research and development milestone.In 2009, the first nine months sell above 100,000 by the outstanding result accumulation, continual several in every month sales volume is above ten thousand.
under the background of All are carrying on the independent research and development in the domestic each big automobile manufacturer, New bora is able valuably to obtain so arrogant person's result is worth summarizing the experience, and will enlighten the future.and I hope my research provide the model and the reference to Chinese Automobile Enterprise in the product research and development strategy choice.
At present the domestic automobile enterprise in abundance starts to research and develop independe ntly.Joint venture's independent research and development can make people think deeply. But, the joint venture does the independent development is not easy.FAW-VW is by the Chinese first automobile group company and German Populace Automobile Joint-stock company, the Audi automobile joint-stock company and the populace automobile (China) invests the limited company joint adventure large-scale to ride with the vehicle production enterprise. It has become domestic mature A, B, the C entire series rides with the vehicle manufacturing base. Therefore FAW-VW uses the product development strategy, carries on the market investigation and study in view of the Chinese market, determined researches and develops the path is the basis which FAW-VW survive. Therefore, FAW-VW participate in the populace group gradually the design development work.Specially in the mature vehicle re-development work, like changes the face, in work and so on external decoration promotion all positively participation.This to developed ability the enhancement very major function.
These regarding the entire vehicle research and development enterprise, but also insufficient.New bora’s the development has the vital significance regarding FAW-VW. FAW-VW completed have independently researched and developed the process which the entire vehicle grew out of nothing.Reached higher authorities the training actual combat goal in the technology; In the market undertakes the new generation of A level vehicle heavy responsibility; Realized in the policy walked researches and develops the sustainable development the strategy. New bora’s success meant FAW-VW's development strategy wins initial success.
In new BORA, the development has introduced very many new ideas,where regards the platform strategy. Its merit includes:
1. maximum limit copy original platform technology, guaranteed under the modification quantity smallest premise, develops the new vehicle type.
2. is advantageous to the product disposition promotion.
3. can under the modification quantity smallest premise, the improvement have the vehicle shortcoming.
4. introduction modulation concept.
Although the platform development has its inherent limitation, but the merit even more does not need doubt.Therefore, the platform in the current intense market competition, will play the decisive role, might not exaggerate saying, who will grasp platform technology who to be able to occupy in the future competition takes the initiative, has not grasped the loser who the platform technology the manufacturer will inevitably become the market steep competition.
At the same time, the reserve of capable people and the personnel training also are FAW-VW's research and development strategies. FAW-VW transformed gradually from before sole introduction vehicle type technique of manufacture into the introduction multi-dimensional and the high-level research and development technology, simultaneously took extremely to introduces technical the re-development and the independent innovation.The reserve of capable people and the experience accumulation and so on many software and hardware aspects have also made the considerable progress.
Project synchronization management strategy. FAW-VW bold introduced newly the SET group's concept have come valuably the project.The SET group's existence on objective strengthened between various departments' relation, gave the company each department effective communication to provide the platform.Through new BORA’s project valuably has provided to FAW-VW in the working exploration opportunity.
Information sharing strategy.In order to guarantee project information transparent and prompt communication, FAW-VW carrys in the project to start to start the manufacture domestically platform officially.Therefore the information communication appears especially importantly. FAW-VW have built a collection manufacture domestically components information, the project information, changes the information, the document management system, the spanning product division, the nature guarantees, the purchase department, plan department and so on many department's communication platform.Builds successfully after the information system, the conduct speed obtained the essential enhancement, effective enhancement company's efficiency.Assistance by regular project report, information prompt accurate transmission for company high-level.
In new bora the project process, FAW-VW also not only depend on strength of the oneself to complete the entire development work.The cooperation research and development pattern is already used in the domain which the admission vehicle develops.
Cooperates with the powerful design company - Magner company, by FAW-VW's product designer proposed the design requests and works the mentality.The Magner company sends the specialist responsibly with FAW-VW 's product engineer a pair of exchange, and in principle is responsible for the three dimensional data the plan.The Magner company's function in fact is helps steam populace product engineer to draw up the components the three dimensional data and the two-dimensional blueprint.
With manufacturer cooperation strategy.The batch development work development needs with later production components batch supplier, to discuss the components together the characteristic, but also must found optimized according to China's national condition and the technical characteristic the design proposal .New BORA starts, FAW-VW request the supplier, has the simulation formation computation ability.Makes the design proposal which new comes valuably to optimize the formation gradually, finally and can the brand-new appearance walk into the auto market. FAW-VW 's components supplier has lasting achievements behind this.
In new BORA today which the project already entered produces with steady steps, promptly reviewed and summarizes various aspects experience and the lesson is advantageous to instruction next step FAW-VW and even the automobile profession independent research and development direction.Below BORA in the research and development, we may obtain inspire the instruction next step development work:
1. The market localization is accurate.Because BORA the market localization valuably the adjustment, accurate has grasped the Chinese consumer's psychology and the interest. BORA’s the design has integrated the modern aesthetic standard, makes conforms to the China market demand from the contour to in decoration, satisfies vehicle type which the Chinese consumer is familiar with.Has laid the foundation which new valuable succeeds.
2. Supplier test equipment authentication. FAW-VW 's product development department launches should the special statistics, gain necessary business have the world advanced test equipment detailed list, after passes through investigates and studies on the spot, should implement the place with the German populace group in view of the experiment the question to carry on the communication, strives for many the BMG approval experiment, the developmental experiment attains the Chinese native place to do as far as possible.Not only like this saves the project the valuable time, moreover can save the objective experimental expense.
3. Flow restoration.The SET group's working, is in fact FAW-VW in a flow restoration aspect exploration.These experiences, will be supposed to carry forward middle the next flow restoration.The SET group working has its limitation, should consummate the flow unceasingly, the making adaptation development strategy new flow, will be steam populace future a several years key duty.
4. Future research and development direction.The white automobile body components do not need the too many single unit approval experiment and the expense.Single unit design, formation relative not too complex, technique of manufacture in domestic mature, the cost relative is not high, the components formation performance is good.Enhances the overall from the white automobile body start automobile body research and development ability is gradually a feasibility very strong path.
本文通过采用研发长期目标的概念阐述一汽大众的发展方向。运用战略管理知识,探讨了以新宝来为代表的一汽大众产品开发战略。通过分析适合采用产品开发战略的五种情况,得出结论一汽大众采用该战略是正确有效的。再引入合作开发战略概念,探讨一汽大众的研发模式,从中总结经验,并指出还需进一步改善的方向。最终得出,一汽大众在自主研发方面得到的管理启示和战略对策,从而为一汽大众的研发方向给出建议。
At present the development of domestic automobile is rapid, the market’s automobile demand u is also rising, FAW-VW started comprehensively the project named“face the future”and 1,000,000’s product, and it tries his best to realize this aim in 2013.
New bora is promote in 2008, regardless of combines and complements one another“the lion dance”from China and the West the modelling, the performance remarkable dynamic system, to the five-star collision safety coefficient, all is steam populace researches and develops ability to manifest objectively.It is a steam populace China independent research and development milestone.In 2009, the first nine months sell above 100,000 by the outstanding result accumulation, continual several in every month sales volume is above ten thousand.
under the background of All are carrying on the independent research and development in the domestic each big automobile manufacturer, New bora is able valuably to obtain so arrogant person's result is worth summarizing the experience, and will enlighten the future.and I hope my research provide the model and the reference to Chinese Automobile Enterprise in the product research and development strategy choice.
At present the domestic automobile enterprise in abundance starts to research and develop independe ntly.Joint venture's independent research and development can make people think deeply. But, the joint venture does the independent development is not easy.FAW-VW is by the Chinese first automobile group company and German Populace Automobile Joint-stock company, the Audi automobile joint-stock company and the populace automobile (China) invests the limited company joint adventure large-scale to ride with the vehicle production enterprise. It has become domestic mature A, B, the C entire series rides with the vehicle manufacturing base. Therefore FAW-VW uses the product development strategy, carries on the market investigation and study in view of the Chinese market, determined researches and develops the path is the basis which FAW-VW survive. Therefore, FAW-VW participate in the populace group gradually the design development work.Specially in the mature vehicle re-development work, like changes the face, in work and so on external decoration promotion all positively participation.This to developed ability the enhancement very major function.
These regarding the entire vehicle research and development enterprise, but also insufficient.New bora’s the development has the vital significance regarding FAW-VW. FAW-VW completed have independently researched and developed the process which the entire vehicle grew out of nothing.Reached higher authorities the training actual combat goal in the technology; In the market undertakes the new generation of A level vehicle heavy responsibility; Realized in the policy walked researches and develops the sustainable development the strategy. New bora’s success meant FAW-VW's development strategy wins initial success.
In new BORA, the development has introduced very many new ideas,where regards the platform strategy. Its merit includes:
1. maximum limit copy original platform technology, guaranteed under the modification quantity smallest premise, develops the new vehicle type.
2. is advantageous to the product disposition promotion.
3. can under the modification quantity smallest premise, the improvement have the vehicle shortcoming.
4. introduction modulation concept.
Although the platform development has its inherent limitation, but the merit even more does not need doubt.Therefore, the platform in the current intense market competition, will play the decisive role, might not exaggerate saying, who will grasp platform technology who to be able to occupy in the future competition takes the initiative, has not grasped the loser who the platform technology the manufacturer will inevitably become the market steep competition.
At the same time, the reserve of capable people and the personnel training also are FAW-VW's research and development strategies. FAW-VW transformed gradually from before sole introduction vehicle type technique of manufacture into the introduction multi-dimensional and the high-level research and development technology, simultaneously took extremely to introduces technical the re-development and the independent innovation.The reserve of capable people and the experience accumulation and so on many software and hardware aspects have also made the considerable progress.
Project synchronization management strategy. FAW-VW bold introduced newly the SET group's concept have come valuably the project.The SET group's existence on objective strengthened between various departments' relation, gave the company each department effective communication to provide the platform.Through new BORA’s project valuably has provided to FAW-VW in the working exploration opportunity.
Information sharing strategy.In order to guarantee project information transparent and prompt communication, FAW-VW carrys in the project to start to start the manufacture domestically platform officially.Therefore the information communication appears especially importantly. FAW-VW have built a collection manufacture domestically components information, the project information, changes the information, the document management system, the spanning product division, the nature guarantees, the purchase department, plan department and so on many department's communication platform.Builds successfully after the information system, the conduct speed obtained the essential enhancement, effective enhancement company's efficiency.Assistance by regular project report, information prompt accurate transmission for company high-level.
In new bora the project process, FAW-VW also not only depend on strength of the oneself to complete the entire development work.The cooperation research and development pattern is already used in the domain which the admission vehicle develops.
Cooperates with the powerful design company - Magner company, by FAW-VW's product designer proposed the design requests and works the mentality.The Magner company sends the specialist responsibly with FAW-VW 's product engineer a pair of exchange, and in principle is responsible for the three dimensional data the plan.The Magner company's function in fact is helps steam populace product engineer to draw up the components the three dimensional data and the two-dimensional blueprint.
With manufacturer cooperation strategy.The batch development work development needs with later production components batch supplier, to discuss the components together the characteristic, but also must found optimized according to China's national condition and the technical characteristic the design proposal .New BORA starts, FAW-VW request the supplier, has the simulation formation computation ability.Makes the design proposal which new comes valuably to optimize the formation gradually, finally and can the brand-new appearance walk into the auto market. FAW-VW 's components supplier has lasting achievements behind this.
In new BORA today which the project already entered produces with steady steps, promptly reviewed and summarizes various aspects experience and the lesson is advantageous to instruction next step FAW-VW and even the automobile profession independent research and development direction.Below BORA in the research and development, we may obtain inspire the instruction next step development work:
1. The market localization is accurate.Because BORA the market localization valuably the adjustment, accurate has grasped the Chinese consumer's psychology and the interest. BORA’s the design has integrated the modern aesthetic standard, makes conforms to the China market demand from the contour to in decoration, satisfies vehicle type which the Chinese consumer is familiar with.Has laid the foundation which new valuable succeeds.
2. Supplier test equipment authentication. FAW-VW 's product development department launches should the special statistics, gain necessary business have the world advanced test equipment detailed list, after passes through investigates and studies on the spot, should implement the place with the German populace group in view of the experiment the question to carry on the communication, strives for many the BMG approval experiment, the developmental experiment attains the Chinese native place to do as far as possible.Not only like this saves the project the valuable time, moreover can save the objective experimental expense.
3. Flow restoration.The SET group's working, is in fact FAW-VW in a flow restoration aspect exploration.These experiences, will be supposed to carry forward middle the next flow restoration.The SET group working has its limitation, should consummate the flow unceasingly, the making adaptation development strategy new flow, will be steam populace future a several years key duty.
4. Future research and development direction.The white automobile body components do not need the too many single unit approval experiment and the expense.Single unit design, formation relative not too complex, technique of manufacture in domestic mature, the cost relative is not high, the components formation performance is good.Enhances the overall from the white automobile body start automobile body research and development ability is gradually a feasibility very strong path.
引文
[1]克R.托马斯,S.莫瑞斯,管理经济学,机械工业出版社,2006
[2]弗雷德.R.戴维,战略管理,经济科技出版社,2006
[3]陈传明,周小虎,管理学,清华大学出版社,2003
[4]夏冬林,会计学,清华大学出版社,2006
[5]郭立夫,运筹学,吉林大学出版社,2002
[6]刘菲,学习型组织研究,东南大学学报,2006,
[7]菲利普.科特勒,凯文.莱恩.凯勒,营销管理,格致出版社,2006
[8]斯蒂芬.P.洛宾斯,组织行为学,中国人民大学出版社,2005
[9]林文玲,再造宏碁:开创,成长与挑战,中信出版社,2002年09期
[10]多恩布什费希尔斯塔兹,宏观经济学,中国人民大学出版社,2007
[11]李全喜,生产运作管理,北京大学出版社,中国林业出版社,2007
[12]麦格拉斯,下一代产品开发/如何提高研发生产率,降低生产成本和缩短开发周期/21世纪产品信息化,北京:中国人民大学出版社,2005,358
[13]夏伊,产业组织理论与应用,大连:大连理工大学出版社,2005.338
[14]马洪,王梦奎,中国发展研究:国务院发展研究中心研究报告选,中国教育出版社,1998
[15]黄丹,战略管理:研究注记案例,北京:对外经济贸易大学,2005
[16]王莹,徐颖,王军,经济统计学,机械工业出版社,2007
[17]陈文钦,BIOS研发技术剖析,南昌:南昌大学,2001
[18]刘亚娟,跨国并购务实,机械工业出版社,2006,
[19]吴世农,沈芝峰,公司理财,机械工业出版社,2008
[20]曹子坚,熊庆国,王文斌,2006年中国经济年报,企业经济,2006年
[21]郭克莎,走向世界的中国制造业:中国制造业发展与世界制造业中心问题研究,现代管理科学,2007
[22]杨公仆,产业结构,广州:经济出版社,2001
[23]刘洪德,中国汽车产业组织系统研究,2007
[24]吴维库,企业竞争力提升战略,中国经济出版社2002年版
[25] Tracey,W.R.(1991).The Human Resources Glossary: A complete desk reference for HR professionals, excerpt in Laurie Bassi (1997).Harnessing the power of intellectual capital. Training & Development,Decemeber:29
[26] Kimberley J} Harris, Debra Franklin Cannon. Opinions of training methods used in the hospitality industry: a call for review. int. J. Hospitality Management Vol.14 No.1.pp. 79-76,1995
[27] Groot,W.(1999).“Productivity Effects of enterprise-relatedtraining”. Applied Economics Letter. Vol.6: 369-371
[28]厉无畏,21世纪初中国重点产业的发展与前景展望,上海:三联书店, 1998
[29] Kim Linsu and Richard Nelson.Technology,Learning,and Innovation: Experiences of Newly Industrializing Economies[M]. Cambridge: Cambridge University Press.2000.27-71..
[30] Leonard-Barton,Dorothy.Well springs of Knowledge[M].Boston: Harvard Business School Press.1995.43-67
[31]王东晨,Zusammenfassung_Besuch der SVW und PATAC.2003.12
[32]杜蕾,中国轿车工业发展研究,2006
[33]凌永成,现代汽车与汽车文化,2005
[34]寇文煜,跨国公司研究本地化实证研究,2004
[2]弗雷德.R.戴维,战略管理,经济科技出版社,2006
[3]陈传明,周小虎,管理学,清华大学出版社,2003
[4]夏冬林,会计学,清华大学出版社,2006
[5]郭立夫,运筹学,吉林大学出版社,2002
[6]刘菲,学习型组织研究,东南大学学报,2006,
[7]菲利普.科特勒,凯文.莱恩.凯勒,营销管理,格致出版社,2006
[8]斯蒂芬.P.洛宾斯,组织行为学,中国人民大学出版社,2005
[9]林文玲,再造宏碁:开创,成长与挑战,中信出版社,2002年09期
[10]多恩布什费希尔斯塔兹,宏观经济学,中国人民大学出版社,2007
[11]李全喜,生产运作管理,北京大学出版社,中国林业出版社,2007
[12]麦格拉斯,下一代产品开发/如何提高研发生产率,降低生产成本和缩短开发周期/21世纪产品信息化,北京:中国人民大学出版社,2005,358
[13]夏伊,产业组织理论与应用,大连:大连理工大学出版社,2005.338
[14]马洪,王梦奎,中国发展研究:国务院发展研究中心研究报告选,中国教育出版社,1998
[15]黄丹,战略管理:研究注记案例,北京:对外经济贸易大学,2005
[16]王莹,徐颖,王军,经济统计学,机械工业出版社,2007
[17]陈文钦,BIOS研发技术剖析,南昌:南昌大学,2001
[18]刘亚娟,跨国并购务实,机械工业出版社,2006,
[19]吴世农,沈芝峰,公司理财,机械工业出版社,2008
[20]曹子坚,熊庆国,王文斌,2006年中国经济年报,企业经济,2006年
[21]郭克莎,走向世界的中国制造业:中国制造业发展与世界制造业中心问题研究,现代管理科学,2007
[22]杨公仆,产业结构,广州:经济出版社,2001
[23]刘洪德,中国汽车产业组织系统研究,2007
[24]吴维库,企业竞争力提升战略,中国经济出版社2002年版
[25] Tracey,W.R.(1991).The Human Resources Glossary: A complete desk reference for HR professionals, excerpt in Laurie Bassi (1997).Harnessing the power of intellectual capital. Training & Development,Decemeber:29
[26] Kimberley J} Harris, Debra Franklin Cannon. Opinions of training methods used in the hospitality industry: a call for review. int. J. Hospitality Management Vol.14 No.1.pp. 79-76,1995
[27] Groot,W.(1999).“Productivity Effects of enterprise-relatedtraining”. Applied Economics Letter. Vol.6: 369-371
[28]厉无畏,21世纪初中国重点产业的发展与前景展望,上海:三联书店, 1998
[29] Kim Linsu and Richard Nelson.Technology,Learning,and Innovation: Experiences of Newly Industrializing Economies[M]. Cambridge: Cambridge University Press.2000.27-71..
[30] Leonard-Barton,Dorothy.Well springs of Knowledge[M].Boston: Harvard Business School Press.1995.43-67
[31]王东晨,Zusammenfassung_Besuch der SVW und PATAC.2003.12
[32]杜蕾,中国轿车工业发展研究,2006
[33]凌永成,现代汽车与汽车文化,2005
[34]寇文煜,跨国公司研究本地化实证研究,2004