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论文编号：	2289
作者编号：	2120082491
上传时间：	2010/6/7 21:58:00
中文题目：	中国汽车制造企业产品开发设计策略研究——以奇瑞汽车公司为例
英文题目：	China Automobile Manufacturing Enterprises Products Development and Design Strategy Research: Take Chery Automobile Company for Example
指导老师：	张金成
中文关键字：	汽车制造企业；产品定位；产品开发设计；模式选择；风险控制
英文关键字：	Automobile manufacturing enterprise;Product positioning;Product development and design;Mode selection;Risk controlling
中文摘要：	汽车产品市场竞争日益激烈，对于中国汽车制造企业来说，机会与风险并存。中国汽车制造企业成功的关键在于如何制定一种既能发挥自身优势去把握机会，又能克服自身的劣势有效归避风险的产品开发设计定位与模式。本文在对战略管理理论进行了系统分析的基础上，采用理论与实例想结合层层推进的分析方法，对中国汽车制造企业产品开发设计进行系统的研究，力求为企业寻求适合其自身发展的产品开发设计定位与模式，并有效进行风险控制。 首先，本文回顾了中国汽车制造企业产品开发设计的发展阶段，发现其中所存在的问题，资源、技术、开发模式选择和风险控制，利用价值链理论和PEST分析法、波特的五种力量模型对中国汽车制造企业所处的外部环境和竞争动因进行了分析和评价，认为中国汽车制造企业面临着国家产业政策扶持，汽车产品市场内在需求空间巨大等发展机会，同时也面临着自身技术创新能力有限、竞争对手的激烈竞争，资金实力薄弱等威胁，通过评价可以得出中国汽车制造企业业务应向利润空间巨大的价值链上游开发设计延伸。其次，综合分析中国汽车制造企业产品开发设计的定位与模式选择问题。再次，运用风险评估管理理论分析中国汽车制造企业产品开发设计所面临的风险，评估风险，提出风险控制的有效措施。最后，以奇瑞汽车公司为例，用PEST分析法和波特五种力量模型分析公司所处的外部竞争环境、产品开发动因，得出奇瑞汽车公司产品处于一个有较大吸引力的市场，公司拥有产品开发技术创新能力、成本控制、全球资源整合等优势，进而对奇瑞汽车公司产品开发设计模式选择进行分析并得出有效策略，对其潜在的风险进行控制。
英文摘要：	Automotive products are facing with competitive markets, to China automobile manufacturing enterprises, risks and opportunities coexist. The key of China automobile manufacturing enterprises’ products to be successful is products development and design’s positioning and mode, which can display own superiority to grasp the opportunity and overcome the disadvantage of self to avoid risk effectively. Based on analyzing the theory of strategic management systematically, combined theory with examples analysis method, research China automobile manufacturing enterprise products’ development and design systematically, try to seek for suitable positioning and mode for themselves, and controlling risks effectively. Firstly, this dissertation reviews the stage of China automobile manufacturing enterprise products’ development and design, finds the existing problems that includes resources, technology, development of mode selection and risk controlling, uses the value chain theory and method, PEST model, Potter five forces model to analyze and evaluate China automobile manufacturing enterprise products’ external environment and competitive motive, figures out, on one hand, China automobile manufacturing enterprises are facing with opportunities: state industrial policy supporting, enormous automobile products market development intrinsic demand space. On the other hand, they are also facing with threats: their technical innovation ability is limited, competitors’ fierce competition, financial strength’ weakness, and so on, by evaluating the opportunities and threats, we can find that China automobile manufacturing enterprises’ business should extend to Value Chain’s upstream to develop and design products and obtain huge profits. Secondly, analyzing China automobile manufacturing enterprise products development and design’s positioning and mode selection comprehensively .Thirdly, using risk assessment management theory analyze the risks China automobile manufacturing enterprise products development and design are facing with, assessing risks, figure out effective measures to control risks. Finally, take Chery Automobile Company for example, using PEST, Potter five kinds of force model to analyze the external competition environment, product development motive, find that Chery Automobile Company products in a large attractive market, the company have product development technical innovation ability, cost controlling, global resources integration advantage, and so on. Then analyze Chery Automobile Company’s product development and design mode selection, get effective strategy, control its potential risks.
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