SWOT 5
Abstract Today, the structures of domestic bus industry have been changed greatly. Many manufacturers enter into the field because of its lower threshold. All of these lead to aggravate drastically competition inside the market. Therefore it s important that studying the Xiamen King Long Co. s strategy of development. The dissertation gives some advice about the current condition and future development of Xiamen King Long by analyzing its strategy. The contents of the paper are arranged as follow: The part 1 introduce Xiamen King Long s background and latent problem, and point out the significance of studying Xiamen King Long s strategic management. The part 2 make a detailed analysis for the present external and internal environment such as Macroenvironment factor, bus industry analysis, competition pattern as well as company's organizational structure, human resources, financial condition, production research and marketing. At the part 3, basing on the above analysis, forms the future developmental strategy of Xiamen King Long Co. - implementation correlation multibusiness operation by using SWOT, life cycle strategic and so on strategy analysis tool. Then it analysis the development condition of heavy truck industry as well as the strengths and weaknesses King Long Co. will face if it entered this industry, and formulate it s strategic development goal in recent 5 years. The part 4 formulate it s the strategy action program including the changing of organizational structure and culture and the re-distributing of resource. At the last part of the dissertation, it introduce the balance score card as the feedback tool of strategic implementation and melt it into the company s strategic development plan, it will cause the strategic development of the company to evolve into a strategic management pattern and flow based on the BSC guidance. Key words: bus; heavy truck; multibusiness
...1... 1... 1... 2... 3... 3... 7...9... 9... 9... 13... 26... 33... 34... 36... 39... 40...43 SWOT... 43 Strengths... 43 Weaknesses... 43 Opportunities... 44 Threats... 44
... 46... 46... 47... 48... 48... 48... 49... 61... 62... 63... 63...65 7S... 65... 66... 67... 68... 69... 70... 72... 73... 75...78... 78... 78 BSC... 78... 79... 79
... 83...84
Brief contents Preface part 1 The conditions and significance of strategic management of Xiamen King Long Co....1 1. The brief introduction of Xiamen King Long Co... 1 1The background of Xiamen King Long Co.... 1 2The development of Xiamen King Long Co.... 2 2 The latent problem and significance of studying strategy management... 3 1The latent problem of Xiamen King Long Co. 3 2 The significance of studying strategic management of Xiamen King Long Co.... 7 part 2 Strategy enviornment analysis of Xiamen King Long Co...9 1. External factors anlysis... 9 1Macroenvironment analysis... 9 2industry analysis... 13 3competition... 26 2Internal factors analysis... 33 1Organizational structure and human resources... 34 2The condition of finance analysis... 36 3The condition of technology,information and R&D analysis... 39
4Marketing... 40 Part 3 The establishment of strategy...43 1SWOT analysis... 43 1Strengths... 43 2Weaknesses... 43 3Opportunities... 44 4Threats... 44 2 Product life cycle and big strategy collective model of Xiamen King Long Co.... 46 1Product life cycle orientation... 46 2Big strategy collective model... 47 3Multibusiness operation strategy... 48 1The external reason of multibusiness operation... 48 2The internal reason of multibusiness operation... 48 3 The condition and developing trend of the industry which Xiamen King Long Co. will enter into... 49 4Strengsth of Xiamen King Long Co.... 61 5Weaknesses of Xiamen King Long Co.... 62 4The establishment of strategy... 63 1The plans and targets of strategy... 63 Part 4 Implementing of strategy...65 1The basic model of implementing of strategy 7S model... 65 2The changing of organizational structure... 66
3Appropriate Organizational culture... 67 4Implementing of resources... 68 1Implementing of human resources... 69 2Implementing of finance resources... 70 3Implementing of information resources... 72 4Implementing of marketing channel... 73 5Implementing of technology resources... 75 Part 5 The feedback of implementing strategy...78 1The obstacles in implementing strategy... 78 2The key to implementing strategy... 78 3Establish the strategic management system The Balanced Scorecard... 78 reference 84 postscript 1The brife introduction of BSC... 79 2The establishment of BSC... 79 3The BSC sheets... 83
60 Chand 40 Chandler 21 PEST
2004 4
1 1988 75% 25%1989 25% 2000 1990 375 1991 2000 1995 168 1997 1998 2400 / 4.2 3960 9.2 2000 8000 / 16.5 2001 31 2002 JCBL TRANBUSS
2 119881992 500 219932000 45% 60% 1995 70% 320012003 2001 9495
3 1
4 2 1 2003 2003 78.6% 52.6% 60.8% 55.9% 41.9% 2 2003 2003 124701 233490 115948 107296 109139 16800 13672 19000 23850 22100
5 3 2002-2003 20022003 32.8% 32.4% 25.5% -4.4% 29.8% 2002-2003 75.9% 78.6% 77.3% 49.6% 58.0% 53.8% 2002 2003 2 70% 3 4 2002-2003
6 5 1997-2002 1997-2002 50.6% 77.3% 36.1% 6.3% 0.2% 6 2002-2003 2002-2003 12.0% 18.5% 9.8% 14.2% 14.9% 13.9% 2001 1
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