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马瑞利汽车照明系统有限公司发展战略研究

时间:2020-08-03来源:发展战略

在全球化经济贸易发展中,企业作为贸易载体承担着来自各方面的压力与 挑战,为了使企业保持良性的发展势头,并在全球市场环境持续变化的过程中 活力永存,企业需要不断提升自己的核心竞争力。对于制造行业,特别是汽车 行业,随着近年来各国在新能源领域的投入及开发,各车型和品牌均面临着全 新的格局,而长春马瑞利汽车照明系统有限公司正是在这样的环境下不断面临 企业生存发展的挑战。发展永远是企业战略的本质,发展方向、发展速度与质 量、发展点、发展能力,这四个问题以企业发展为导向,为企业的发展问题提 供系统的、有效的解决办法。

在全球化经济贸易发展中,企业作为贸易载体承担着来自各方面的压力与 挑战,为了使企业保持良性的发展势头,并在全球市场环境持续变化的过程中 活力永存,企业需要不断提升自己的核心竞争力。对于制造行业,特别是汽车 行业,随着近年来各国在新能源领域的投入及开发,各车型和品牌均面临着全 新的格局,而长春马瑞利汽车照明系统有限公司正是在这样的环境下不断面临 企业生存发展的挑战。发展永远是企业战略的本质,发展方向、发展速度与质 量、发展点、发展能力,这四个问题以企业发展为导向,为企业的发展问题提 供系统的、有效的解决办法。

本文以长春马瑞利汽车照明系统有限公司为背景,研究企业发展战略的问 题,重点围绕着长春马瑞利汽车照明系统有限公司的发展现状与存在的问题, 对公司发展环境进行研究,分析并制定有效的发展战略来满足企业的发展需求, 旨在为汽车零部件行业以及相关企业提供如何在传统汽车行业即将进入瓶颈期 的情况下继续维持快速发展的势头的相关的理论基础与依据,为企业制定切合 自身的发展战略提供参考。

首先,阐述了长春马瑞利汽车照明系统有限公司发展战略研究的背景与意 义,分析了企业发展战略的方法与内容,对国内外关于发展战略的理论与相应 的研究成果进行概述。

其次,介绍了马瑞利集团及长春马瑞利汽车照明系统有限公司的发展历程, 以及它们在国内车灯市场的发展现状,找出企业发展过程中存在的问题及相应 的原因,缺乏落实发展战略的具体措施,企业缺少合适的发展机会,成本管控 压力越来越大等问题。

再次,分析企业在战略地区内的发展环境,运用PEST分析法深入分析了企 业所处的宏观环境,既有新型冠状肺炎全球化全面爆发、英国脱欧等带来的最 新影响,又阐述了国家相应的政策支持。运用波特五力模型分析国内车灯行业 及其上下游供应链间的竞争关系。通过价值链理论的分析,分别从企业的组织 架构、公司业务能力以及公司的企业文化等几个方面挖掘企业的核心竞争力。 根据SWOT模型,分析企业内部的优势和劣势以及外部环境中存在的机会与威 胁,总结归纳出扩张型SO战略、多样型ST战略、扭转型W0战略以及防御型WT 战略,为企业的发展提供最优战略的选择。

最后,根据以上分析结果并结合相关发展战略理论以及战略管理过程理论确 定企业发展战略。长春马瑞利汽车照明系统有限公司短期应注重发展,运用扩 张型发展战略为进一步发展壮大提供资本基础;中期通过一体化的发展战略, 在相关领域进一步发展,此时要争取与新能源汽车及政府扶持项目有关的发展 机会;长期可通过集团内部兼并重组来实现多元化发展的战略目标,规避单一 产品及服务带来的风险,实现企业长久发展并壮大的目标。通过分析企业面临 的实际问题,以此作为选择发展战略的依据。明确企业在国内东北地区车灯行 业中应采取的发展战略,并在战略实施的过程中,通过建立优质企业文化、完 善内部组织机构、人力资源本土化、薪酬激励机制、提升研发能力等方面来保 障企业发展战略的完美实施。

关键词:

车灯行业,发展战略,SWOT分析


Abstract

Study on the Strategic Development of Marelli Automotive Lighting
System CO.9Ltd

In the development of global economic and trade, enterprises as trade carriers bear the pressure and challenges from all aspects. In order to maintain the benign development momentum of enterprises and to survive forever in the process of continuous changes in the global market environment, enterprises need to continuously improve their own Core competitiveness. For the manufacturing industry, especially the automotive industry, with the investment and development of new energy in various countries in recent years, all models and brands are facing a new pattern, and Changchun Marelli Auto Lighting System Co., Ltd. is constantly in this environment. Facing the challenge of enterprise survival and development. Development is always the essence of an enterprise 's strategy. The development direction, development speed and quality, development points, and development capabilities are oriented to enterprise development and provide systematic and effective solutions to enterprise development problems.

This article takes Changchun Marelli Auto Lighting System Co., Ltd. as the background to study the problems of enterprise development strategy, focusing on the development status and existing problems of Changchun Marelli Auto Lighting System Co.? Ltd., to study the company's development environment, analyze and formulate effective development Strategies to meet the development needs of enterprises, aiming to provide relevant theoretical basis for the auto parts industry and related companies how to continue to develop under the situation that the traditional auto industry is about to enter the bottleneck period, and provide references for enterprises to formulate practical development strategies.

First, the background and significance of the research on the development strategy of Changchun Marelli Auto Lighting System Co., Ltd. are elaborated, the method and content of the enterprise^ development strategy are analyzed, and the domestic and foreign development strategy theories and corresponding research results are summarized.

Secondly, the development history of the Marelli Group and Changchun Marelli Auto Lighting System Co.? Ltd. and their development status in the domestic automotive lamp market are introduced. The problems and corresponding reasons in the development process of the enterprise are identified, and the specific measures for implementing the development strategy are lacking. , Enterprises lack suitable development opportunities, and the cost control pressure is increasing.

Thirdly, it analyzes the development environment of the company in the strategic area, and uses the PEST analysis method to deeply analyze the macro environment of the company. Both the latest impact of the global outbreak of new coronary pneumonia and Brexit, and the country are also described. It also expounds the corresponding policy support of the country. Using Portefs five-force model to analyze the domestic auto lamp industry and its upstream and downstream supply chain competition. Use value chain analysis theory to explore the core competitiveness of the enterprise from several aspects such as the organization structure of the enterprise, the company's business capabilities and the company's corporate culture. According to the SWOT model, it analyzes the internal advantages and disadvantages of the enterprise, the opportunities and threats of the external environment, and summarizes the expansion SO strategy, diversified ST strategy, reverse WO strategy, and defensive WT strategy to provide the optimal strategy for the development of the enterprise, select.

Finally, based on the above analysis results, combined with the relevant development strategy theory and strategic management process theory to determine the enterprise development strategy. Changchun Marelli Auto Lighting System Co., Ltd. should focus on development in the short term, and use an expansionary development strategy to provide a capital basis for further development and growth; in the medium term, through integrated development strategies, further development in related fields, at this time, we must strive to support new energy vehicles and the government Development opportunities related to the project; long-term strategic


goals of diversified development can be achieved through mergers and reorganizations within the group, to avoid risks brought by single products and services, and to achieve the goal of long-term development and growth of the enterprise. By analyzing the actual problems faced by the enterprise, this is used as the basis for choosing a development strategy. To clarify the development strategy that companies should adopt in the domestic automotive industry in the northeast region, and in the process of strategy implementation, through the establishment of high-quality corporate culture, improvement of internal organizations, localization of human resources, salary incentive mechanism, and improvement of R & D capabilities, etc. To ensure the perfect implementation of enterprise development strategies.

Key words:

Automotive Lighiting, development strategy, SWOT analysis

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1章绪论 1

1.1研究背景与意义 1

1.2研究方法与内容 2

1.3理论基础和文献综述 4

2 马瑞利汽车照明系统公司发展现状和问题 8

2.1公司发展现状及评价 8

2.2公司发展存在的问题 10

2.3公司发展问题的原因 10

3 马瑞利汽车照明系统公司环境分析 13

3.1公司发展的宏观环境 13

3.2公司发展的行业环境 19

3.3 公司发展的内部环境 22

3.4 SWOT 分析 22

4 马瑞利汽车照明系统公司发展战略的制定及实施 26

4.1 公司发展战略的目标 26

4.2公司发展战略的选择 28

4.3公司发展战略的实施 30

4.4发展战略实施的保障措施 33

结论 36

参考文献 37

致谢 40

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