湖北中航精机科技竞争战略设计

　　摘 要

　　随着经济的发展、居民收入的提高和消费习惯的培养，中国汽车工业真正进入了蓬勃发展时期，但中国汽车工业企业对汽车核心开发技术的掌握和发展仍然较弱。2013 年自主品牌乘用车销量占乘用车销量的 40.3%,根据中国汽车工业协会发布的 2014 年 7 月份数据，自主品牌乘用车市场份额已下降为 34.6%,在与合资乘用车的竞争中仍处于不利位置。同样，对于国内的汽车零部件来说，企业数量众多但规模较小、产品质量表现较差、技术创新能力也较低、对未来的发展目标不够明确、管理体系不够健全等方方面面的问题都存在，这使得国内零部件企业在与国外的企业竞争中更加处于劣势，形势更加严峻。同时，随着车型生命周期的缩短，为了寻求规模经济与多品牌、个性化之间的平衡，提高生产能力，汽车企业纷纷推行产品的平台化战略，尽可能地实现零部件通用，通过大批量的数量来摊销高昂的开发成本。面对这更趋于复杂的环境和日益严峻的竞争态势，国内汽车零部件企业要想做大做强，成为真正有竞争力的企业，要想在全球汽车供应链中占有一席之地，必须正确选择自己的发展战略。

　　湖北中航精机科技有限公司就处于这样一个竞争激烈、未来发展充满变数的大环境之中。经过十多年的快速发展，公司实现了现有的经济规模，成为专业化的座椅调节机构件供应商。虽然在汽车座椅调节机构件这个特定的汽车零部件领域已占有自己的一席之地，建立了自己的品牌，但随着全球汽车工业的发展和汽车销售市场的竞争，面对复杂多变的行业竞争环境，公司应该选择怎样的发展战略，去实现持续发展，关系到公司的发展质量和速度，这也正是论文写作的目的。

　　论文共有四部分组成。第一部分为绪论，首先描述的是论文研究的行业背景、意义和文章所使用的方法；第二部分是关于被研究公司背景情况简介，进而指出公司目前存在和迫切需要解决的主要问题；第三部分则对公司的外部和内部环境分析，明确公司面临哪些外部的机会和威胁，以及内部存在的优势和劣势，并在此基础上对面临的机会、威胁、优势和劣势进行 SWOT 分析，归纳出公司未来发展可能采取的战略方案；第四部分是根据公司既定的发展目标，结合前文的 SWOT 分析结果来选择公司的总体战略和竞争战略，并阐述其主要内容及实施保障。

　　关键词：SWOT 分析，发展战略，汽车零部件，战略实施

　　Abstract

　　Along with economic development, the income of resident improvement and thechange in consumption habits, Chinese automobile industry truly entered a period ofvigorous development, but to China enterprise in automobile industry, master anddevelopment in core technology is still weak. In 2013 the independent brandaccounted for 40.3% of the sales of cars, the market share has decreased to 34.6% inJuly 2014, which is still declining. Similarly, the domestic auto parts, there were alarge number of enterprises, whose scale was small, product quality and technicalinnovation ability was low, development goals were not clear, management systemwas not perfect. The existence of the problems, the domestic parts enterprises are soweaker than foreign enterprise competition. At the same time, along with theshortening of life cycle, in order to seek balance between the economies of scale,brand, and personalized, improve production capacity, the global automobileproduction enterprise platform strategy, develop flexible assembly line, in order tomaximize the number of parts sharing in the global scope, and amortize expensivedevelopment costs. In the face of competition in this more complex environment andthe increasingly severe, if the domestic auto parts enterprises want to become stronger,become a real competitive enterprises, occupy a space of the global car purchasingsystem, there must choose the correct development strategy of their own.

　　Hubei Aviation Precision Machinery Technology Co., Ltd. is in such acomplicated environment. After ten years rapid development, the company becomes aprofessional mechanism supplier for regulating seat parts. although Hubei AviationPrecision Machinery Technology Co., Ltd has occupied a space in car seat which isparticular field of automobile parts, but with the development of global automobileindustry and automobile sales market competition, facing the complex andchangeable competition environment, to the company, how to choose the developingstrategy, and achieve sustained development, related to the speed and quality of thedevelopment, and even related to the survival. It is also the purpose of writing thisarticle.

　　This article consists of four parts. The first part is an introduction, background,significance, and the research methods; the second part is the brief introduction ofcompany background, points out the main problems existed in the company; the thirdpart is the analysis of the company's internal and external environment, make clearthe company's external opportunities and threats, internal advantages anddisadvantages, and based on the opportunities, threats, advantages and disadvantagesof SWOT analysis, this article point out the inductive strategy that the company maytake use of; in the fourth part, according to the company's development goals and theSWOT analysis results, select the global strategy and the competitive strategy of thecompany, and expounds its main contents and implementation of security.

　　Keywords:SWOT analysis, Development strategy, Auto parts, Implementation of Strategy
 

　　目 录

　　摘 要

　　ABSTRACT

　　第 1 章 绪论

　　1.1 研究背景

　　1.2 研究意义

　　1.3 研究内容与方法

　　第 2 章 湖北中航精机科技有限公司的现状和问题

　　2.1 湖北中航精机科技有限公司概况

　　2.2 湖北中航精机科技有限公司现状评价

　　2.3 湖北中航精机科技有限公司存在的问题和原因分析

　　第 3 章 湖北中航精机科技有限公司的发展环境分析

　　3.1 湖北中航精机科技有限公司的外部环境分析

　　3.2 湖北中航精机科技有限公司的内部环境分析

　　3.3 湖北中航精机科技有限公司 SWOT 分析

　　第 4 章 湖北中航精机科技有限公司发展战略制定及实施

　　4.1 湖北中航精机科技有限公司的发展目标

　　4.2 湖北中航精机科技有限公司发展战略的选择与制定

　　4.3 湖北中航精机科技有限公司的战略实施保障

　　结 论

　　参考文献

　　后记和致谢