随着我国汽车行业的迅猛发展,截至2010年底,我国的汽车产销量己经双双

突破1800万台,超过美国成为全球汽车销量冠军。未来几年随着国家逐步加快城

市化建设进程,汽车的需求量还将会持续增加,各大汽车厂商也开始加大投资和

扩大产能,但由于中国国产汽车企业核心技术的缺乏,未来的市场竞争将趋于白

热化的价格及成本竞争。汽车零部件企业作为汽车行业的重要组成部分在未来的

竞争中将面临原材料成本和用工成本不断上升以及汽车厂家不断的降价要求的双

重压力之下。在当前的内外部环境之下,如何选择合适的竞争战略将会成为企业

未来几年能否持续发展的关键。

本文以3M中国有限公司汽车市场部为研究对象,主要对汽车市场部一定时

期(2010年-2015年)的发展战略进行了研究。文章首先回顾了战略理论的发展

过程,对经典战略理论和前人研究成果进行了归纳和总结。随后,文章以战略管

理理论和研究方法为基础,运用PEST和波特五力模型对3M公司汽车市场部所

面临的宏观外部环境和产业环境进行了深入的分析,明确了外部环境给公司发展

带来的机遇和威胁。通过对公司价值链和核心竞争力的分析,明确了公司在发展

中所具有的优势和存在的劣势。在对公司内外部环境分析的基础上,结合公司的

总体发展目标,利用SWOT矩阵综合内外部环境分析结果,对公司整体战略进行

匹配,进而通过战略适用条件的对比分析,选定公司的总体发展战略为增长型战

略,竞争战略为集中成本领先战略。

为保证既定战略成功实施,文章列举关键成功要素,明确具体步骤和举措。

充分预估到战略实施过程中可能会遇到的障碍,并从人力资源、资金、组织结构、

企业文化和绩效考核这五个方面为公司成功的战略实施提供措施保障。

关键词:3M公司;战略管理;战略制定;战略实施保障

II

工商管理硕士学位论文

Abstract

With the rapid development of automotive industry recent years in China,

vehicle's output and sale amount, each more than 18000000 sets, set a new record and

overtake US as the world's largest vehicle consumer in the end of 2010. In the next

years,Chinese government will accelerate the construction of urbanization, the

demand for vehicles will continuously increase in domestic market. Seeing that

opportunity all Chinese OEMs start to boost investment plan and expand production

capacity so on the supply may overtake demand in the future. In the meantime,due to

the shortage of core technologies the competition among Chinese OEM will be more

and more intense and all OEMs will definitely pay more attention to the production

cost and selling price. Automotive part enterprises is an very important component of

Auto industry. In the future, raw material price, labor wage and cost control in OEMs,

is the big challenge for Auto part manufacture. In current situation,how to make the

right decision of competitive strategy for part enterprise is the key for part

manufacture to win the competition and keep continuously successful in the market.

This paper aims at the competition strategy research for 3M Auto division during

a certain period(2010-2015). At first, the article review the history of development

strategy theory and draw a conclusion of the classic strategic theory and previous

research result. Base on the strategic management theory and research method, the

author, utilizing PEST and Porter Five Force methods, analysis the macro

environment and industrial environment and identifies the opportunity and threat 3M

company is facing. By study on value chain and core competence of 3M company,

clarify advantage and disadvantage in the development of company. Base on the

external and internal environment analysis, by using the SWOT matrix method,the

author give match study on company strategy, the author select growth strategy as the

overall strategy of the company and select cost advanced strategy as its competition

strategy.

In order to make sure the strategic plan go on smoothly,the author elaborate the

key ingredient to success and specific measure. Predict all kinds of barrier which will

happen in the future and provide ensures implementation such as human source, fund,

organization structure, enterprise culture and performance evaluation.

Keyword: 3M; strategy management; strategy formulation; strategy implementation

in