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论文编号：	13405
作者编号：	2320190379
上传时间：	2022/6/14 20:05:19
中文题目：	汽车外饰零部件企业北汽模塑公司竞争战略研究
英文题目：	Study on Competitive Strategy of Automotive Exterior Firm BBMPT
指导老师：	任兵
中文关键字：	汽车工业；汽车零部件；SWOT分析法；竞争战略
英文关键字：	Automotive industry；Vehicle component；SWOT analysis；Competitive strategy
中文摘要：	中国经济在近几十年取得巨大成就，人民生活水平显著提高，汽车消费急剧增长。2020年，中国汽车产销分别达2522.5万辆和2531.1万辆，蝉联世界第一。汽车已成为国民经济支柱产业之一。2018年起，中国开始逐步取消专用车和新能源车股比限制，至2023年汽车行业股比限制完全放开。随着政策推进，国外知名汽车制造商加速在华布局，众多海外汽车零部件企业在华建厂，他们凭借自身强大的研发能力、先进的管理方法、在华业务份额迅速提升。面对海外企业在市场份额、研发创新和运营效率的全方位竞争，北京北汽模塑科技有限公司（简称：北汽模塑）发展压力急剧增大，从2018年至2021年北汽模塑的市场份额下滑40%，利润下滑25%，北汽模塑急需根据自身优势，结合外部环境，找到适合自身的竞争战略。本文以北汽模塑为研究主体，研究汽车零部件外饰企业竞争战略。首先对北汽模塑做了基本情况介绍。其次，采用PEST分析法，宏观上从政治、经济、社会和技术等角度分析了该公司所处行业的现状、法律法规导向、经济前景、新技术应用及未来发展方向。运用波特五力模型，从行业内竞争、供应商、客户、替代品及行业潜在进入者等角度进行分析。通过公司资源分析、价值链分析法及SWOT分析工具分析北汽模塑的优势、劣势、机会及威胁。再次，基于分析结果结合该公司实际确定竞争战略，并梳理出可以使战略得到有效实施的详细措施。最后，竞争战略的落地实施，切实提高企业竞争力。当前，国内外学者对竞争战略有了较为充分的研究，但是对于汽车外饰零部件企业的发展及其竞争战略研究较少。汽车外饰零部件企业作为汽车产业的重要一环，对汽车终端销量起重大作用。本文通过以北汽模塑为范例，扩充竞争战略在该领域的研究范围。同时，面对激烈的市场竞争，也为汽车行业相类似的以塑料和涂装为主营业务的企业竞争战略探寻起到一定的借鉴作用。
英文摘要：	As Chinese economy is blooming in the past decades and realize magnificent achievement, Chinese income has reached remarkably improve. The demand of vehicle has grown tremendously. In the year 2020, Chinese market has produced 25.22 million units and sold 25.31 million units. Rank number 1 in the world. Automotive industry has become one of the most important main stay of Chinese economy. Since 2018 the Chinese government agreed to remove foreign equity limit for joint ventures and intend to organize a fully competition market in 2023, the famous international automotive firm and its relate component manufacturer are establish their own branches in China. They have taken significant market share based on its strong R & D capability and advanced management approach, under the competition from market share/ R & D capability and operation efficiency, Beijing Beiqi Mold & Plastic Technology Co., ( refer as :BMPT) is facing huge development pressure, its market share has reduced 40% and lost 25% profit margin since 2018 to 2021. All those pose serious threat to firm’s future. Its vital for BMPT to deeply analysis macro environment change and its own competition strength, combine externality to find its suitable competition strategy. This thesis takes BMPT as research object, to research the competitive strategy of automotive exterior firms. First, we make a brief introduction about BMPT. Second, we take PEST method to analysis about politic/economy/society and technology about market segment, which BMPT is locate in. third, we adopt Michael Porter’s Five Forces Model to study competition from view of intra-industry competition supplier customer/substitute goods and potential entrants. Besides, we adopt internal resource review/ value chain analysis and SWOT method to check the strength/weakness/opportunity and threat of BMPT. Third, based on analysis above, combine with concrete situation, we finalize the competitive strategy and corresponding actions. And we executed the competitive strategy and improve core competitiveness of BMPT at the end of thesis. There are magnificent achievements regards to competition strategy both in China and in abroad. However the study about automotive exterior firm is rare. Therefore, we hope this thesis and expand the study scope of competition strategy in theoretical view and can be example for relate firm, who is also work in automotive parts with core product with plastic material and spray products.
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