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车身外饰产品开发是整车开发的重头戏，当前市场上的主流需求如后排空
间、高颜值造型、个性化装饰、可靠的碰撞安全性能、节能减排等，都直接或
间接属于车身外饰产品开发的范围。当前的外饰产品开发还存在着成本高、市
场导向不足、外饰造型缺少亮点、开发认可周期长四大问题
通过分析外饰产品开发的外部环境，发现二胎政策、更严格的 2018 碰撞
法规与环保要求、新能源汽车、零部件及技术服务供应商发展、德国大众“尾
气门”危机是发展机遇，消费者需求多样化、核心竞争对手的发展是威胁；通
过内部环境分析，优势为技术与体系能力、经验、人员与文化、硬件设施，劣
势为自主权缺乏与股比困境、市场导向不足、制度僵化效率低、产品开发周期
长成本高
为实现一汽-大众公司的“两最”愿景、企业使命以及 2020 战略，推导出
外饰产品开发的战略目标是成为行业领先的车身外饰开发团队，创造卓越产品
并在 SWOT 战略矩阵中选择适合的战略。其中，对于用户需求体现精准化的市
场导向，其实施路线图是通过法规、售后、市场调研、竞品分析等方面信息的
共享与整合，完善技术市场需求和整车特征目录，并加强需求与技术的转化，
完成针对不同级别客户的产品开发。对于技术创新本土化、先导化的行动战略，II
一方面是消化吸收，一方面是实战运用，并将创新意识贯穿其中，不断深化自
身的技术积累，扩大在创新方面的产出。对于试验与标准全面本土化的行动战
略，前提是试验转移，需加强的是问题管理，更高级的成果是本土化标准的创
建。过程体系高效协同化的行动战略涉及多方面，要整合业务资源分工，加强
科室间部门间的了解与信任，运用新型的集成化信息系统将技术文件、售后抱
怨、前人的经验等有效地关联、迅速地调用，在产品开发的各个阶段始终根据
发展变化优化流程
车身外饰产品开发战略的实施，还要依靠人才培养、组织机构调整、文化
建设三方面。人才培养依托专业能力模型，提升目标统一化，提升实施差异化
组织机构的调整主要从专业组分工、设立专职试验组、增加专业发言人三方面
入手。最美外饰的文化建设需要大力宣贯，辅助以主题活动，更重要的是日常
工作的推广，以加强价值观的导向作用
关键词：
用户需求，本土化开发，车身外饰产品开发，SWOT 分析法，战略规划III
Abstract
Research on Strategy for Developing of Exterior Car Body in
FAW-VW
After the growth of these few years, Chinese automobile market is becoming
the biggest market of the world. So many automotive enterprises are developing
rapidly in this growing market. But, because of the slowdown of Chinese
manufacturing, the competition among automakers changed gradually from more
capacity to better products. It is more important to develop the products which are
good enough and can meet the need of market. Although FAW-VW have the
advanced technology and products from Volkswagen in Germany, as one of the
leader auto company in China, FAW-VW also have to improve their localization
developing ability in order to continue staying ahead in present steep competition.
The developing of exterior car body is one of the most important parts in
vehicle development. Some of the main marketing demands, including the rear room,
beautiful out looking, individuation decorate, safety during collision or fuel saving
are all relative to an excellent exterior car body development. But we still have four
main problems during the developing of exterior car body: high cost, shortage of
market orientation, lacking highlight in design and the so long duration of
developing.
Through analysis of the outer environment, we found that the two children
policy, tighter regulations about collision and environment protection in 2018, new
energy vehicles, growth of the part and service supplier and the “emission scandal”
of Volkswagen in Germany are the opportunities, and diversification of consumer
demands and the rapidly growing competitors are threatens. By inner environment,IV
the superiorities are the proven technology and system, rich experience, excellent
talent resource and culture, and the advanced devices. However, the inferiorities are
also fatal. Such as the shortage of stock&39;s proportion and technical independence,
lack of market orientation, low inefficiency because of old procedures, the tardy
speed of product upgrade but the high costs of developing.
In order to realize the vision of “two most”, the company mission and the
strategy 2020 of FAW-VW, we come to a strategy target: to be a leading exterior car
body team and to create excellent product. At the same time we will choose a most
compatible strategy in SWOT matrix. First strategy is to embody the accurately
demands of consumers, the way are that sharing and integrating the information of
regulation, after sale-service, market research, competitive analysis, improve the
demands of technical market analysis, and also improve the conversion from
demands to technology, thereby can we realize the developing of products for
different consumers. Second is to localize the technical innovation and the guide of
action strategy. For one thing is to assimilate, another is to practice, innovate
through it and improve our own technical accumulation, increase the output from
innovation. The third strategy is the localization of testing skills and testing normal.
The prerequisite is to transfer the test from foreign to local, which need to be
strengthened is problem management, and the senior achievement is to build a local
testing normal. The forth is to improve the procedure system and efficiency,
including integrating resources, improving cooperation and trust among departments,
quickly correlating and invoking the technical files, complaints in after-sale service
and experience with compositive information system, and finally constantly
optimizing the process in each metabolic period of developing.
The implement of this strategy for developing of exterior car body have to rely
on the personnel training, organization adjustment and cultural construction.
Personnel training depend on professional competence model, improving unificationV
of unified target and differentiation. Organization adjustment proceeds from work
deciding of professional group, setting professional testing group and finding the
spokesman of specialized designer. The cultural construction of the most beautiful
body exterior needs the conduct propaganda with daily activities. And the most
significant is to propagating and implementing in daily business in order to
strengthen the guiding of values.
Key Words:
Consumers’ Demand, Localization Developing, Developing of Exterior Car
Body, SWOT Analysis, Strategic PlanningVI
目 录
第 1 章 绪论....... 1
1.1 研究背景与意义.... 1
1.2 研究方法与内容.... 3
1.3 理论基础和文献综述........ 4
第 2 章 一汽-大众车身外饰产品开发现状及存在的问题..... 7
2.1 一汽-大众车身外饰产品开发概况 .......... 7
2.2 一汽-大众车身外饰产品开发现状 .......... 8
2.3 车身外饰产品开发存在的问题 . 10
第 3 章 一汽-大众车身外饰产品开发战略环境分析........... 14
3.1 一汽-大众车身外饰产品开发外部环境分析 .... 14
3.2 一汽-大众车身外饰产品开发内部环境分析 .... 20
3.3 一汽-大众车身外饰产品开发 SWOT 分析....... 26
第 4 章 一汽-大众车身外饰产品开发战略制定及实施....... 30
4.1 车身外饰产品开发战略的目标 . 30
4.2 车身外饰产品开发战略的选择 . 31
4.3 车身外饰产品开发战略的实施 . 34
4.4 车身外饰产品开发战略的实施保障措施 ......... 43VII
结 论 .....
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