five force analysis of china motor industry.ppt
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1、P.1,s,s,Five Competitive Forces in China Automobile Industry:Bus and Coach Sector,Five Competitive Forces in China Automobile Industry:,Bus and Coach Sector,BY,Kwan Yu Him,0401 0256,BBA China Business Studies Option,An Honours Degree Project Submitted to the,School of Business in Partial Fulfillment
2、,of the Graduation Requirement for the Degree ofBachelor of Business Administration(Honours),Hong Kong Baptist University,Hong Kong,April 2007,BUS 3590/06-07/Kwan Yu Him(0401 0256),P.2,s,Five Competitive Forces in China Automobile Industry:Bus and Coach Sector,Acknowledgement,I would like to take th
3、is opportunity to thank my supervisor of this Honours,Project,Dr.Jamie Cheung,for her expertise,enthusiasm and patience on this,project.She has provided invaluable advice and opinions for me during the,course of this project.,Moreover,I wish to thank my family and all my friends for their encouragem
4、ent,and support towards me.,BUS 3590/06-07/Kwan Yu Him(0401 0256),P.3,s,Five Competitive Forces in China Automobile Industry:Bus and Coach Sector,Abstract,This paper provides a picture for a fast-developing sector of the China,automobile industry,i.e.the bus and coach assembling sector.With the aid
5、of,Five Competitive Forces Model,in-depth analysis will be made on the major five,factors that affect the companiesperformance.Hence,better business strategy,can be formed.,In the later part,some points that do not covered by the Five Competitive Forces,Model will also be discussed so as to give a b
6、etter understanding of the sector as,a whole.,Finally,recommendations are made for the bus and coach assembling industry.,What are the difficulties faced by them?What are their future prospects?,BUS 3590/06-07/Kwan Yu Him(0401 0256),1,2,3,P.4,s,s,s,Five Competitive Forces in China Automobile Industr
7、y:Bus and Coach Sector,Five Competitive Forces in China Automobile Industry:Bus and Coach Sector,1.Introduction,China-3rd largest automobile manufacturing country,The automobile industry in China is a large,dynamic and vibrant market.,After the entrance to WTO(World Trade Organization)since the end
8、of 2001,the automobile industry has come to a new decade.In 2006,the production,and sales volume of Chinese automobile industry has reached 7.28 million and,7.22 million respectively1.It makes China become the world third largest,automobile production country,just after the United States and Japan2.
9、,1st commercial vehicle manufacturing country,Among various automobile manufacturing sectors,the commercial vehicle,sector has a production and sales volume of 2.05 million and 2.04 million,respectively in 2006,which ranks the top in the world3.,2006 年汽車工業發展形勢簡析,中國汽車工業協會,2007-01-19,http:/,我國汽車生產躍居世界
10、第三,中國汽車工業協會,2007-12-29,http:/,2006 年商用車產銷穩居世界第一,中國汽車工業協會,2007-2-7,http:/,BUS 3590/06-07/Kwan Yu Him(0401 0256),4,5,P.5,s,s,Five Competitive Forces in China Automobile Industry:Bus and Coach Sector,Within the commercial vehicles sector,the bus and coach sector has been,undergoing tremendous changes i
11、n these few years time.These changes not,only confined to design and technology enhancement,but also the market,composition.In the past,the bus and coach produced are mostly for domestic,market with lower-qualities.However,nowadays,more and more bus and,coach are produced for overseas market with a
12、much better quality.According,to the statistical data published by the China Association of Automobile,Manufactures(中 國 汽 車 工 業 協 會),the number of medium-sized and,large-sized bus and coaches has increased by 34.59%from 4,784 to 6,439 in,2004 and 20054.Compared with an annual increase of 20%in autom
13、obile,exporting volume within the same period of time5,this sector development,progress is much above the industry average which cannot be neglected.,Introduction to the bus and coach sector,Bus and coach,to be more precise,should be named as commercial,motor-vehicles of passenger transport(營 運 客 車)
14、according to the,definition of Ministry of Communications of the People Republic of China,大中型客車國內與國外市場銷量,中國汽車工業年鑑 2006-P.289 表 11-8中國汽車產品出口量,國家海關總署,中國汽車工業年鑑 2006-P.338 表 12-4,BUS 3590/06-07/Kwan Yu Him(0401 0256),6,P.6,s,Five Competitive Forces in China Automobile Industry:Bus and Coach Sector,(中華人民
15、共和國交通部)6.,Bus and coach assembling sector would be the focus,Basically,bus and coach can be divided into 2 main parts,i.e.the chassis(客,車底盤)and the body(客車車身).The chassis manufacturer(底盤製造商),first install engines,gearboxes,axles,suspensions and other auto parts(汽車,零部件).Afterwards,the body assembler(
16、車身組裝公司)would fabricate the,bus body,air-conditioner and interior body structure(車身內飾)like seatings,and luggage compartment based on the requirements posed by the bus and,coach operator(客車營運商).,In the following paragraphs,I would focus on analyzing the medium-sized,large-sized and extra-large-sized b
17、us and coaches body-assembling,enterprises and corporations(中大型客車車身組裝公司).The chassis,manufacturers and the body parts(車身零件)would be viewed as suppliers,while the coach operator,i.e.the ultimate bus and coach buyers would be,treated as customers.,中華人民共和國交通行業標準(JT/T 325-2006),營運客車類型劃分及等級評定,中華人民共和國交通部,
18、http:/,BUS 3590/06-07/Kwan Yu Him(0401 0256),P.7,s,s,Five Competitive Forces in China Automobile Industry:Bus and Coach Sector,In this context,I would assay the China bus and coach assembling sector,through the five competitive forces model as it not offers insights into the,market environment of th
19、e industry,but also influences both the existing,enterprises as well as the potential local and foreign enterprises in their,strategy formation and finding their competitive position.,2.Literature review,Clear Chinese government guidelines and regulations,After years of development,the Chinese gover
20、nment has placed quite mature,regulations and enough guidelines towards the bus and coach manufacturing,sector.Among various guidelines and regulations,the most important guideline,is the“People Republic of China Transport Industry Standards JT/T,325-2006-Type dividing and class rating for commercia
21、l motor-vehicles of,passenger transport”(中華人民共和國交通行業標準 JT/T 325-2006 營,運客車類型劃分及等級評定)6 which is revised every couple of years.It,outlines the latest standards,classifications,alternations as well as the,requirements of the bus and coach sector.For instance,after the release of,“Road Vehicles Exterior
22、 Dimension,Axles and Quality Limit GB 1589-,BUS 3590/06-07/Kwan Yu Him(0401 0256),7,8,P.8,s,s,s,Five Competitive Forces in China Automobile Industry:Bus and Coach Sector,2004”(道路車輛外廓尺寸、軸荷及品質限值 GB 1589 2004)7,Ministry of,Communications extended the bus and coach width limit to 2.55m.Also,the,departme
23、nt launched a new category called extra-large-sized(特大型客車)for,those bus and coaches having an overall length between 12m and 13.7m.Such,requirements keep pace with the latest European standards which can not only,improve the quality and development of domestic bus and coach industry,but,also stimula
24、te the export of China-made bus and coaches.,Limitation of several journals,I have read numerous journals of the industry.However,although quite a,number of them are concentrated on analyzing China automobile industry,only Zhao Min(2005)8 evaluates the industry from the angle of five,competitive for
25、ces.Meanwhile,as his journal focuses on the automobile,industry on the whole,it can only give us an overall understanding of the,Chinese automobile industry.In order to make a more in-depth investigation,I,would like to place my emphasis on the bus and coach sector of the industry,which has been und
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