摘要
美最时洋行集团(MELCHERS)是成立于1806年、总部建立在德国不莱梅的跨
国贸易集团。其为亚太地区所提供的多元化的产品和服务主要分为以下几大类:
汽车工业装配设备、专业工具及五金、出口及采购、工业物料和奢侈品。集团各
产品部均独立运作,并由多名资深的专家提供支持服务。这些专家长驻在集团的
附属公司或各地办事处,以便能更直接服务客户,对市场转变能够更快作出相应
的反应和调整
美最时业务的优势主要表现在:为客户所提供的产品均为世界领先品牌(譬
如德国博世为世界100强企业),在渠道拓展、品牌市场运作等相关领域有了比较
成熟的案例和参考模式,实践操作经验丰富,在区域汽车装配工业市场及配套产
品行业中我方的产品已经占有相当的份额。目前存在的弱势由如下几点构成:缺
乏相配套的机械加工及配套生产能力,盈利模式不稳定,没有形成自主品牌。面
临的机会主要表现在:产品所服务的各大企业均将战略重点放在中国大陆地区,
逐步完善的渠道战略为更好的服务客户提供了必要条件,欧美企业对于服务的连
续性使得我们获得先入为主的优势;而面临的主要威胁在于:新进入该领域的欧
美企业逐渐增多,行业竞争更加激烈,部分项目风险管控成本加大,区域内的宏
观经济政策也会给业务发展带来威胁
根据以上述及的分析及综合评价基础上,得出结论:美最时汽车工业装配设
备业务应基于区域环境战略选择前提下,实施差异化竞争战略,实施市场选择和
混合矩阵组织战略以有效区别于竞争对手,有效控制成本,获得超额利润。具体
包括:完善产品配套服务,深化产品质量体系,建立竞争优势;实施多品牌战略
和渠道深耕策略,提供差异化产品服务;加快区域市场布局,加大产能开发,力口
快配套产业一体化进程的多元化战略,从而降低系统成本
从战略制定到战略的高效运行,必须要辅助以对战略有支持性的配套保障措
施:第一是从组织结构入手,进行结构优化,根据组织结构特点采取混合型矩阵
式结构;第二是建立多样化共存的企业价值观,建立与战略实施相促进的企业文
化;第三是从产品和市场的特点出发,合理搭建适合产品市场的专业化人才队伍,
完善公司的人力资源体系建设;第四是健全完善控制系统,保障战略有效实施
该论文的研究的出发点主要基于以下几点:首先剖析跨国贸易公司业务区域
竞争力如何建立,并为确立市场竞争策略提供指导;其次为众多的欧美相关企业
在目前区域环境内的市场推广、渠道建立、生产加工及销售服务一体化经营的良
性发展提供建议,期望研究成果将对美最时的营销战略起到指导、完善的作用,
同时对于中国的对外贸易企业,甚至其他的实体企业能有重要的借鉴意义
关键词:跨国贸易企业;汽车装配设备业务;区域竞争战略;差异化战略;
环境战略选择
ABSTRACT
Melchers groupwas founded in 1806, the headquarters establish in cross-border
trade group Germany bremen. Its diversified product and services provided in the
Asia-Pacific region is divided into the following categories: Automobile assembly
equipment,professional tools and hardware, export and procurement, industrial material
and luxury. Group products are operating independently, and by a group of senior
experts to provide support services. These experts in the branches and offices in the
Affiliated Companies of the group or country, in order to better customer service
directly,to market changes quickly make adjustments accordingly.
Melchers business advantage is mainly manifested in: customers for the products
are the world's leading brands ( such as Germany Bosch for the world 100 strong
brand ),the channel development, brand operation of the market, has accumulated a
wealth of experience, products occupy a considerable share of the regional market and
to industry. The main disadvantages : lack of matching machining and supporting the
production capacity, profit model is not stable,has not formed the independent brand.
Opportunities mainly displays in: the enterprise product services will be a strategic
focus in the China mainland, and gradually improve the channel strategy and provide
necessary conditions to better serve customers, advantages of European and American
enterprises for continuous service enables us to obtain the first impressions are strongest;
and the main threats facing is: new into the the field of European and American
enterprises gradually increase,industry competition is more intense, the risk
management and control the cost of various projects within the region increased,the
macroeconomic policy will also pose a threat to business development.
Analysis and comprehensive evaluation based on the above and the automotive
industry, draws the conclusion: assembly equipment business should be beautiful and
time based on the strategic choice of regional environment, the implementation of
differentiation competitive strategy, the implementation of market selection and mixed
matrix organization strategy to distinguish from competitors, to effectively control costs,
access to excess profits. Specific include: to improve product support services, deepen
the quality system, establish the competitive advantage; strategy in the implementation
of brand strategy and channel, to provide differentiated products and services; related to
the transfer market, expansion of production capacity, speed up the industrial layout, the
pursuit of diversification strategy of low cost system.
In order to ensure efficient operation strategy, should fiirther develop ancillary
support safeguard measures: one is the optimization of the organizational structure, the
implementation of mixed matrix structure; two is tiie establishment of the coexistence of
diversified corporate values, establishment and strategy to promote enterprise culture;
the three is to strengthen the construction of human resources system, set up
professional talents reasonable structure; four is the perfect control system,effective
protection of strategic landing.
The research of this paper, first of all have the core competitiveness to analyze
transnational trading company how to establish business, provides the reference for the
establishment of the leading position in the market; followed by Europe and the United
States related enterprises and puts forward some suggestions in the development of the
current environment within the area of marketing, channel development, production and
sales and service integration business,expected the research results the most of the
marketing strategy to guide, perfect function, at the same time for China ’s foreign trade
enterprises, and is also an important reference for other business entities.
Key words: International trade enterprises; Business automobile assembly
equipment; The regional competitive strategy; Differentiation strategy; Environmental
strategy selection
第1章绪论
1.1研究背景和研究意义
1.1.1研究背景
伴随着全球经济一体化、全球经营环境不断开放和现代科学技术普遍应用等
因素的驱动,跨国贸易公司携带着高科技的产品和服务、打破全球各国的贸易壁
鱼逐渐崛起为现今世界经济的主导特征和趋势。在此前提之下,跨国贸易企业的
区域竞争战略就成为极具现实意义的研究课题。而作为德资的百年跨国贸易公司
美最时洋行(以下简称“美最时”)不但面临着贸易国经济政策变化的环境压力,
而且在经济一体化下还面临着竞争对手营销手段不断创新变化的考验。以往单纯
依靠为客户提供优质产品来占领市场的思路已难以为继,而基于区域环境的战略
选择:差异化竞争战略、产品多元化战略在发展应用中则更具备现实的指导意义
近些年来区域竞争战略不仅是跨国贸易公司不断完善的公司战略,同样也是国内
对外企业不可忽视的战略理论
对于区域竞争战略的研究和应用,美最时近年来做了大量的理论探讨以及实
践工作,也取得了比较可观成绩和赢得了客户赞誉,集中表现在:针对不同的区
域开展了多种形式的服务营销活动,结合客户的实际需求开展了多层次的产品工
艺技术交流活动;面对当前市场和客户的需求新特点,结合博世产品的特点形成
了新的战略合作模式,开发了新的产品以满足市场需求;对于市场不断涌现的竞
争对手,幵始注重项目管理特色服务营销的建立。面对竞争不断升级的市场环境,
如何实现企业在区域市场目标客户中的领先地位、强化产品的品牌效应,为客户
提供全方位的工业工艺解决方案引领市场,是当前课题研究的重点
1.1.2研究意义
企业在市场竞争环境日益激烈的情形下要立足并发展,作为竞争主体必须要
了解、掌握竞争理论的模式和方法,以产品和所在市场为出发点的企业竞争战略
的有效制定实施,为企业立足于长远的市场竞争和发展提供了现实参考