美最时洋行汽车装配设备竞争战略研究
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摘要
美最时洋行集团(MELCHERS)是成立于1806年、总部建立在德国不莱梅的跨国贸易集团。其为亚太地区所提供的多元化的产品和服务主要分为以下几大类：汽车工业装配设备、专业工具及五金、出口及采购、工业物料和奢侈品。集团各产品部均独立运作,并由多名资深的专家提供支持服务。这些专家长驻在集团的附属公司或各地办事处,以便能更直接服务客户,对市场转变能够更快作出相应的反应和调整。
美最时业务的优势主要表现在：为客户所提供的产品均为世界领先品牌(譬如德国博世为世界100强企业),在渠道拓展、品牌市场运作等相关领域有了比较成熟的案例和参考模式,实践操作经验丰富,在区域汽车装配工业市场及配套产品行业中我方的产品已经占有相当的份额。目前存在的弱势由如下几点构成：缺乏相配套的机械加工及配套生产能力,盈利模式不稳定,没有形成自主品牌。面临的机会主要表现在：产品所服务的各大企业均将战略重点放在中国大陆地区,逐步完善的渠道战略为更好的服务客户提供了必要条件,欧美企业对于服务的连续性使得我们获得先入为主的优势；而面临的主要威胁在于：新进入该领域的欧美企业逐渐增多,行业竞争更加激烈,部分项目风险管控成本加大,区域内的宏观经济政策也会给业务发展带来威胁。
根据以上述及的分析及综合评价基础上,得出结论：美最时汽车工业装配设备业务应基于区域环境战略选择前提下,实施差异化竞争战略,实施市场选择和混合矩阵组织战略以有效区别于竞争对手,有效控制成本,获得超额利润。具体包括：完善产品配套服务,深化产品质量体系,建立竞争优势；实施多品牌战略和渠道深耕策略,提供差异化产品服务；加快区域市场布局,加大产能开发,加快配套产业一体化进程的多元化战略,从而降低系统成本。
从战略制定到战略的高效运行,必须要辅助以对战略有支持性的配套保障措施：第一是从组织结构入手,进行结构优化,根据组织结构特点采取混合型矩阵式结构；第二是建立多样化共存的企业价值观,建立与战略实施相促进的企业文化；第三是从产品和市场的特点出发,合理搭建适合产品市场的专业化人才队伍,完善公司的人力资源体系建设；第四是健全完善控制系统,保障战略有效实施。
该论文的研究的出发点主要基于以下几点：首先剖析跨国贸易公司业务区域竞争力如何建立,并为确立市场竞争策略提供指导：其次为众多的欧美相关企业在目前区域环境内的市场推广、渠道建立、生产加工及销售服务一体化经营的良性发展提供建议,期望研究成果将对美最时的营销战略起到指导、完善的作用,同时对于中国的对外贸易企业,甚至其他的实体企业能有重要的借鉴意义。
Melchers groupwas founded in1806, the headquarters establish in cross-border trade group Germany bremen. Its diversified product and services provided in the Asia-Pacific region is divided into the following categories:Automobile assembly equipment, professional tools and hardware, export and procurement, industrial material and luxury. Group products are operating independently, and by a group of senior experts to provide support services. These experts in the branches and offices in the Affiliated Companies of the group or country, in order to better customer service directly, to market changes quickly make adjustments accordingly.
Melchers business advantage is mainly manifested in:customers for the products are the world's leading brands (such as Germany Bosch for the world100strong brand), the channel development, brand operation of the market, has accumulated a wealth of experience, products occupy a considerable share of the regional market and to industry. The main disadvantages:lack of matching machining and supporting the production capacity, profit model is not stable, has not formed the independent brand. Opportunities mainly displays in:the enterprise product services will be a strategic focus in the China mainland, and gradually improve the channel strategy and provide necessary conditions to better serve customers, advantages of European and American enterprises for continuous service enables us to obtain the first impressions are strongest; and the main threats facing is:new into the the field of European and American enterprises gradually increase, industry competition is more intense, the risk management and control the cost of various projects within the region increased, the macroeconomic policy will also pose a threat to business development.
Analysis and comprehensive evaluation based on the above and the automotive industry, draws the conclusion:assembly equipment business should be beautiful and time based on the strategic choice of regional environment, the implementation of differentiation competitive strategy, the implementation of market selection and mixed matrix organization strategy to distinguish from competitors, to effectively control costs, access to excess profits. Specific include:to improve product support services, deepen the quality system, establish the competitive advantage; strategy in the implementation of brand strategy and channel, to provide differentiated products and services; related to the transfer market, expansion of production capacity, speed up the industrial layout, the pursuit of diversification strategy of low cost system.
In order to ensure efficient operation strategy, should further develop ancillary support safeguard measures:one is the optimization of the organizational structure, the implementation of mixed matrix structure; two is the establishment of the coexistence of diversified corporate values, establishment and strategy to promote enterprise culture; the three is to strengthen the construction of human resources system, set up professional talents reasonable structure; four is the perfect control system, effective protection of strategic landing.
The research of this paper, first of all have the core competitiveness to analyze transnational trading company how to establish business, provides the reference for the establishment of the leading position in the market; followed by Europe and the United States related enterprises and puts forward some suggestions in the development of the current environment within the area of marketing, channel development, production and sales and service integration business, expected the research results the most of the marketing strategy to guide, perfect function, at the same time for China's foreign trade enterprises, and is also an important reference for other business entities.
美最时业务的优势主要表现在：为客户所提供的产品均为世界领先品牌(譬如德国博世为世界100强企业),在渠道拓展、品牌市场运作等相关领域有了比较成熟的案例和参考模式,实践操作经验丰富,在区域汽车装配工业市场及配套产品行业中我方的产品已经占有相当的份额。目前存在的弱势由如下几点构成：缺乏相配套的机械加工及配套生产能力,盈利模式不稳定,没有形成自主品牌。面临的机会主要表现在：产品所服务的各大企业均将战略重点放在中国大陆地区,逐步完善的渠道战略为更好的服务客户提供了必要条件,欧美企业对于服务的连续性使得我们获得先入为主的优势；而面临的主要威胁在于：新进入该领域的欧美企业逐渐增多,行业竞争更加激烈,部分项目风险管控成本加大,区域内的宏观经济政策也会给业务发展带来威胁。
根据以上述及的分析及综合评价基础上,得出结论：美最时汽车工业装配设备业务应基于区域环境战略选择前提下,实施差异化竞争战略,实施市场选择和混合矩阵组织战略以有效区别于竞争对手,有效控制成本,获得超额利润。具体包括：完善产品配套服务,深化产品质量体系,建立竞争优势；实施多品牌战略和渠道深耕策略,提供差异化产品服务；加快区域市场布局,加大产能开发,加快配套产业一体化进程的多元化战略,从而降低系统成本。
从战略制定到战略的高效运行,必须要辅助以对战略有支持性的配套保障措施：第一是从组织结构入手,进行结构优化,根据组织结构特点采取混合型矩阵式结构；第二是建立多样化共存的企业价值观,建立与战略实施相促进的企业文化；第三是从产品和市场的特点出发,合理搭建适合产品市场的专业化人才队伍,完善公司的人力资源体系建设；第四是健全完善控制系统,保障战略有效实施。
该论文的研究的出发点主要基于以下几点：首先剖析跨国贸易公司业务区域竞争力如何建立,并为确立市场竞争策略提供指导：其次为众多的欧美相关企业在目前区域环境内的市场推广、渠道建立、生产加工及销售服务一体化经营的良性发展提供建议,期望研究成果将对美最时的营销战略起到指导、完善的作用,同时对于中国的对外贸易企业,甚至其他的实体企业能有重要的借鉴意义。
Melchers groupwas founded in1806, the headquarters establish in cross-border trade group Germany bremen. Its diversified product and services provided in the Asia-Pacific region is divided into the following categories:Automobile assembly equipment, professional tools and hardware, export and procurement, industrial material and luxury. Group products are operating independently, and by a group of senior experts to provide support services. These experts in the branches and offices in the Affiliated Companies of the group or country, in order to better customer service directly, to market changes quickly make adjustments accordingly.
Melchers business advantage is mainly manifested in:customers for the products are the world's leading brands (such as Germany Bosch for the world100strong brand), the channel development, brand operation of the market, has accumulated a wealth of experience, products occupy a considerable share of the regional market and to industry. The main disadvantages:lack of matching machining and supporting the production capacity, profit model is not stable, has not formed the independent brand. Opportunities mainly displays in:the enterprise product services will be a strategic focus in the China mainland, and gradually improve the channel strategy and provide necessary conditions to better serve customers, advantages of European and American enterprises for continuous service enables us to obtain the first impressions are strongest; and the main threats facing is:new into the the field of European and American enterprises gradually increase, industry competition is more intense, the risk management and control the cost of various projects within the region increased, the macroeconomic policy will also pose a threat to business development.
Analysis and comprehensive evaluation based on the above and the automotive industry, draws the conclusion:assembly equipment business should be beautiful and time based on the strategic choice of regional environment, the implementation of differentiation competitive strategy, the implementation of market selection and mixed matrix organization strategy to distinguish from competitors, to effectively control costs, access to excess profits. Specific include:to improve product support services, deepen the quality system, establish the competitive advantage; strategy in the implementation of brand strategy and channel, to provide differentiated products and services; related to the transfer market, expansion of production capacity, speed up the industrial layout, the pursuit of diversification strategy of low cost system.
In order to ensure efficient operation strategy, should further develop ancillary support safeguard measures:one is the optimization of the organizational structure, the implementation of mixed matrix structure; two is the establishment of the coexistence of diversified corporate values, establishment and strategy to promote enterprise culture; the three is to strengthen the construction of human resources system, set up professional talents reasonable structure; four is the perfect control system, effective protection of strategic landing.
The research of this paper, first of all have the core competitiveness to analyze transnational trading company how to establish business, provides the reference for the establishment of the leading position in the market; followed by Europe and the United States related enterprises and puts forward some suggestions in the development of the current environment within the area of marketing, channel development, production and sales and service integration business, expected the research results the most of the marketing strategy to guide, perfect function, at the same time for China's foreign trade enterprises, and is also an important reference for other business entities.
引文
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②美国.迈克尔A.希特.战略管理[M].吕巍译.机械工业出版社,2011：46
①钟耕深,徐向艺.战略管理[M].山东人民出版社,2006：100-102
①美国.迈克尔A.希特,R.杜安·爱尔兰,罗伯特E.霍斯基森.战略管理：竞争与全球化(概念)(原书第8版)[M].吕巍译.机械工业出版社,2009.9：4
②美国.迈克尔.波特.竞争优势[M].陈小悦译.华夏出版社,1997
③冯劲,代吉林.战略管理理论综述：竞争理论与资源观的理论纷争与融合[J].现代管理科学,2007(03)
①陈劲,王毅,许庆瑞.国外核心能力研究述评[J].科研管理,1999(09)：13-20.
①美国.迈克尔.波特.竞争优势[M].华夏出版社,2005：33-47
②徐鑫,苗婷婷.差异化和成本领先可以兼得吗?[J].华中师范大学研究生学报,2010(6).
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