吉利汽车公司

商业策划书

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一、公司简介

1.吉利的发展史

浙江吉利控股集团有限公司是国内汽车行业十强中唯一一家民营轿车生产经营企业，始建于1986年，经过二十年的建设与发展，在汽车、摩托车、汽车发动机、变速器、汽车电子电气及汽车零部件方面取得辉煌业绩。

特别是1997年进入轿车领域以来，凭借灵活的经营机制和持续的自主创新，取得了快速的发展，资产总值超过110亿元，连续五年进入全国企业500强,被评为“中国汽车工业50年发展速度最快、成长最好”的企业，跻身于国内汽车行业十强。

2.吉利的规模

 浙江吉利控股集团有限公司总部设在浙江省省会杭州，在浙江省的临海、宁波、路桥和上海建有四个专门从事汽车整车和动力总成生产的制造基地，在甘肃兰州和湖南湘潭分别建有整车制造基地，现已共拥有年产30万辆整车、30万台发动机和30万台变速器的生产能力。

3.吉利的产品

浙江吉利控股集团有限公司现有吉利豪情、美日、优利欧、美人豹、华普、自由舰、吉利金刚、吉利远景等八大系列30多个品种的轿车；拥有1.0L（三缸）、1.0L（四缸）、1.0LVVT-1、1.3L、1.5L、1.6L、1.8L、1.8LVVT-1等八大系列发动机；拥有JLS160、JLS160A、JLS110、JLS170、JLS90、Z110、Z130、Z170等八大系列变速器。上述产品均已通过国家的3C认证，并达到欧III排放标准，其中1.0L（四缸）、1.0LVVT-1发动机已经达到欧IV标准；吉利拥有上述产品的完全自主知识产权。

4.吉利的营销

 浙江吉利控股集团有限公司在国内建立了完善的营销网络，现拥有近400个4S店和近500家服务站。20##年，通过市场的精耕细作和品牌的有效推广，吉利汽车销售创造了令人瞩目的业绩，全年共销售各类吉利轿车20.4万辆，同比增长40%以上；出口近15,000辆，同比增长110%以上；实现销售收入近100亿元，同比增长41.88%以上；实现利税近15亿元，同比增长50%以上；全国轿车销量排名第八，1.5L以下轿车销量排名第二。

自20##年吉利汽车正式列入国家汽车产品公告并开始市场销售以来，累计销售各类吉利轿车近70万辆，所销售的轿车均属于自主创新产品，吉利商标被认定为中国驰名商标。 浙江吉利控股集团有限公司在国际市场开拓方面也取得了突破性进展，吉利汽车在乌克兰、俄罗斯和印度尼西亚正式开始SKD/CKD组装生产和销售，改变了以往单纯整车出口的贸易模式，开启了海外市场品牌营销的新局面。截至20##年底，在海外已建有200多个销售服务网点，累计出口近30,000辆吉利汽车。

5.吉利的现在的战略

浙江吉利控股集团有限公司及其下属子公司现已全部通过了ISO9000质量体系认证，并于20##年10月正式通过TS16949体系认证。为了适应国际市场和集团战略发展的需要，集团和各子公司全面启动了欧盟的ECE、美国的DOT和EPA等认证工作。

浙江吉利控股集团有限公司为实施国际化战略，已制定出未来十年的规划蓝图，到20##年，吉利汽车将拥有以左、右舵兼顾，满足各国法规和消费习惯的、以经济型轿车为主向两头延伸的两厢、三厢、SUV、SRV等15个系列整车车型；将拥有满足当时国内、国际排放等法规要求的汽、柴油兼顾的8个系列发动机；将拥有6款MT手动变速器；6款AT自动变速器；3款ECVT无级变速器；开展混合动力轿车研发和吉利方程式赛车项目，上述产品规划概括为158663ES 。 到20##年，吉利汽车整车产销将达到100万辆，在海外将建成六个生产基地，实现三分之一出口的目标。 到20##年，建成200万辆生产能力，在海外建成十五个生产基地，把吉利汽车建成为国际知名品牌，实现三分之二出口的目标。 为实现上述战略目标，吉利集团已经在品牌营销规划、业务流程再造、经营管理创新、人力资源整合、企业文化建设、全面实施信息化等方面展开卓有成效的工作。

 浙江吉利控股集团有限公司本着“总体跟随、局部超越、重点突破、招贤纳士、合纵联横、后来居上”的战略思想，发扬“敬业、创新、沟通、拼搏”的企业精神，持续进行技术创新和管理创新，积极参与国际竞争与合作，以先进的技术、优质的产品和细微的服务，全心全意地圆中国老百姓的汽车梦，为中国汽车工业自主品牌的崛起，为实现“造最安全、最环保、最节能的好车，让吉利汽车走遍全世界”的美好理想而拼搏奋斗！

       二、在吉利的环境分析的基础上的SWOT矩阵分析：

三、吉利的国际化策略

由于国内竞争激烈，吉利计划积极寻求出口。 吉利高层表示，到20##年，吉利在中国的年产量将由目前的30万辆增加到170万辆。去年，吉利全球共销售了24万辆汽车，包括俄罗斯和印度尼西亚等海外市场。据透露，随着产量的增加，吉利还将在欧洲、非洲、美洲等地陆续开设新工厂。

20##年吉利首次向中东国家出口轿车可以视作吉利实施“走出去”的国际化战略的第一步。20##年吉利在墨西哥投资兴建汽车工业园表明吉利通过几年来持续对外出口轿车，已经积累了一定的国际化经验，同时，吉利自身的自主创新能力逐步提高，市场对自身品牌接受度认可度逐步上升。20##年吉利收购福特旗下世界著名汽车品牌沃尔沃，更表明其国际化理念的日趋成熟，即依托强有力的品牌，借助国际知名品牌的优势扩大国际市场。下面将分阶段探究吉利如何能一步步实现其国际化战略。

第一步，以中东和北非市场为主要出口对象，逐步扩大国际市场

20##年，首批吉利轿车出口海外，这是吉利集团，也是中国民营汽车企业首次对外出口轿车。同其它中国汽车企业一样，吉利国际化战略的第一部也是选择以向中东和北非地区出口为主。究其原因，可以从国际化模式的选择以及市场选择两方面进行分析。

一．国际化战略起步之初经验较为缺乏，出口是最佳选择

企业的国际化模式主要有国际直接投资（FDI）、业务外包、出口等。其中，国际直接投资（FDI）模式，“就是一国的投资者将资本用于他国的生产和经营 并掌握一定经营控制权的投资行为”。这种模式最接近东道国市场，相对于其他模式获取东道国市场信心最为便捷，亦可以规避东道国贸易壁垒，在WTO框架下亦可享受东道国国民待遇。但此种模式的缺点在于投资成本较大，且企业将会面临与母国环境存在差异的东道国政治、法律、社会以及文化环境，对企业的经营管理将是难以避免的挑战，这对于缺乏国际化经验的企业来讲难度极大。除FDI外，业务外包也是一种近年来较为流行的国际化模式，企业将某些业务、甚至某些生产加工环节、零部件制造等外包给其他企业，而自身则专注于其核心业务，以保证其核心竞争力。但选择该国际化模式的缺点在于：首先，企业需要寻找到能够符合企业要求的东道国企业，这给业务外包带来了一定难度；其次，业务外包属于非股权模式，发包方与承包方的关系依靠合同维系，双方存在信息不对称，发包方难以对承包方形成控制；第三，业务外包亦受到东道国知识产权保护环境等因素制约。因此，综上所述，出口面临的不确定因素相对较小，对于缺乏国际化运营经验的企业来讲是最佳选择。

二．中东、非洲地区市场潜力巨大且门槛较低

国际化战略起步之初的吉利和众多中国汽车企业不约而同地将中东、非洲地区作为出口的首选。原因在于：第一，与欧美日韩等发达国家相比，中东、非洲地区汽车普及程度总体较低，因此市场潜力巨大；再者，中东、非洲地区汽车工业不发达，没有可以与欧美日韩汽车企业比肩的著名品牌和劳动生产率，中国企业面临的竞争压力较小；第三，中国车企“受制于北美、西欧等发达国家的汽车市场安全、排放、技术认证等标准较高，向这些国家的出口很少”。，而中东、非洲国家的上述标准则较低，市场准入门槛低，便于中国车企进入。因此，选择在中东、非洲国家打开局面，对当时的吉利来讲是最明智的选择。

三.成果及意义

吉利选择从市场准入门槛较低的中东、非洲地区入手，以出口的方式进入国际市场，以此作为其国际化战略的第一步，取得了巨大成功。吉利在上述地区的市场份额不断扩大。20##年，320辆吉利、华普轿车在上海装船启运前往中东，自此，吉利旗下所有品牌的轿车均实现了出口。此后吉利轿车出口量增长迅速。20##年，仅上半年吉利就出口轿车3460辆，仅次于奇瑞居全国第二。20##年吉利汽车实现海外汽车销售出口达到37289台，比20##年的21111台增加16178台，增长77%，占当年中国汽车出口量的15%。

第二步，收购关键零部件生产企业，在海外设立工厂

一、国内汽车零部件产业现状

汽车工业是一个社会协作性非常强的产业，汽车工业的发展，离不开钢铁、化工、电子、机械等相关产业的发展。任何一个环节的薄弱，都会影响汽车工业的整体发展。而目前，我国的机械和电子工业较发达国家相比仍然比较薄弱，尤其在发动机、变速箱等关键零部件上缺乏具有世界先进水平的自主知识产权，整体水平与日本、德国等汽车工业强国相比仍有较大差距。因此，增强企业在关键零部件领域的竞争力对提升企业整体竞争力十分必要。提升关键零部件研发水平，除加大研发投入外，还可以选择并购具有实力的零部件生产企业。有鉴于此，吉利在国际化战略中，把实行纵向一体化，合并具有竞争力的上游企业以提升整车性能作为国际化战略的重点之一。

二、吉利海外收购零部件厂商

20##年，吉利集团收购了世界第二大变速箱制造商——澳大利亚DSI自动变速器公司。DSI自动变速器公司是一家集研发、制造，销售为一体的自动变速器专业公司，是全球仅有的两家独立于汽车整车企业之外的自动变速器公司之一。受20##年金融危机影响，DSI的几个主要客户经营状况不佳，导致DSI运营出现困难，吉利抓住这一机遇，成功收购DSI公司，实现了向产业链上游的延伸。这对于吉利实现在汽车关键零部件之一—自动变速箱领域拥有自主知识产权起了巨大的推动作用，有利于吉利汽车整车性能的提升。此外，吉利可以由此掌握DSI此前拥有的客户资源，实现多元化发展，以及利用DSI的营销网络扩大吉利的营销范围。由此不难看出，吉利此番收购DSI可谓一举多得。

三、收购效果

到20##年，吉利旗下全系各品牌汽车均采用了澳大利亚制造的变速箱，整车性能大大提升，同年，吉利汽车的出口量达到20555辆。收购对吉利的业绩提升起了明显的效果。

四、在海外设立工厂

如前文所述，在海外设立工厂，一方面可以接近东道国市场，及时、全面、准确地掌握东道国市场市场信息，另一方面可以规避东道国贸易壁垒，以及节约运输成本等。东南亚等发展中国家劳动力成本较低，且汽车普及率较低，市场增长潜力巨大，因此，吉利把投资的目标瞄准了东南亚。20##年，吉利CK-1 CKD组装项目正式落户印尼，使该项目成为吉利汽车进军东南亚和全球右舵汽车市场的跳板。随后，吉利汽车又在乌克兰和俄罗斯建立了CKD装配基地。随着本身的不断国际化，吉利汽车在欧洲也和著名的整车工厂寻求合作。在海外投资设厂，标志着吉利国际化程度的进一步提高。

第三步，品牌战略——收购国际知名汽车品牌

“品牌是市场经济发展的产物，是经济全球化的体现。一个企业为了能在激烈竞争的市场中获得一席之地，品牌战略是不可缺少的”。在竞争激烈的世界汽车市场，只有树立品牌形象才有立足之地。中国汽车企业起步较晚，取得市场认可，树立品牌形象存在困难。故此，已经积累了相当国际化经验的吉利集团此时采用了收购国外知名汽车品牌的策略，利用已成型的知名品牌的经验和优势打造吉利自主品牌。

20##年3月，吉利集团全资收购瑞典著名汽车品牌沃尔沃，可谓石破天惊。这被外界普遍视为一次成功的跨国并购。吉利对沃尔沃的成功收购，“不仅使其拥有沃尔沃的全部股权，还拥有了沃尔沃全部关键技术（包括在汽车安全与节能等方面独有的核心技术）和知识产权的所有权。这一并购有助于实现品牌与技术的协同效应，使吉利既提升了产品品牌形象，又增强了在国际市场上的核心竞争力”。

目前很多中国企业都已经意识到实施品牌战略的重要性，但如何选择合适的目标品牌，则中国企业还需要做进一步研究。对于汽车业来讲，被并购对象的产品应当更符合产业发展需求。 目前，节能环保已成为全球倡导的主题，环保、新能源等成为汽车产业发展的大趋势。在吉利并购案例中，被并购对象沃尔沃是全球知名品牌，其生产的汽车是全世界公认的环保好车，符合汽车产业未来的发展趋势。而同时期的四川腾中重工收购悍马则以失败告终，原因之一就是悍马型号越野车的高耗油特点不符合当今节能环保的汽车产业发展潮流。目前中国企业海外并购缺乏战略性眼光，“并购的目标企业通常是在全球竞争中不再具备竞争优势的老牌跨国公司或者知名跨国公司的某些业务”，其结果只能以失败告终。

吉利成功收购沃尔沃，表明其国际化战略思路的日渐明晰，更体现出其国际化理念的成熟。此前，通过多年的出口以及FDI，吉利积累了相当的国际化经验，已经具备一定的进行国际化经营管理的能力。此时，品牌战略提上日程已然是势在必行。吉利的此番跨国并购，为吉利开拓了一个新的时代，具有里程碑式的意义。

四、总结

从出口、到FDI、再到并购国际知名汽车品牌，吉利的国际化战略清晰地体现了“先易后难”的思想：从发展中国家入手、逐步向发达国家扩展，以及在不同阶段、结合自身优劣势以及世界汽车市场发展形势，采取最符合企业利益的国际化方式，最终实现打造世界级知名汽车品牌的终极战略目标。吉利集团为中国民族汽车企业实施国际化战略创造了一个很好的样本，我们有理由相信，吉利将像海尔一样，成为“中国制造”乃至“中国创造”的又一张名片。

第二篇：汽车公司战略策划书(英文)

1544词

1. Company profile and philosophy公司概况及理念

Liujing cars Co.Ltd. specializes in the development, manufacturing and sale of passenger car（乘用车） and their accessories.

Enterprise strategic objectives: to provide cars which can embody their own value for users. able to develop, produce and market the cars with internationally competitive independently; make Liujing brand to be a famous international brand.

Business philosophy: define the needs of users as the company's pursuit, and constantly provide the community with environmental-protected, safe, comfort, and high-grade car products.

2.Liujing Motor Corporation SWOT Analysis

The advantage of producing automobiles customized to a certain market is a good plan to keep a competitive advantage over the competitors in the same geographic region. Liujing also has an advantage over their customers today using the TQM model of operations.

The hybrid car market could be a failure in the market and

others in better technology increases before Liujing begins to turn profits for the company. If this happens, Liujing could have a huge failure with all of the R&D and advertisement they have put into their new hybrid vehicle. If the rest of the industry begins to implement this also, and Liujing fails to keep improving, this could prove to become a disadvantage for the company.

Liujing has rounded out it's product line to suit the market with the redesigned passenger trucks and SUV, but they have also hit the market hard with eco-crazed society with the introduction of the second hybrid car. The company is also being pushed in the right direction for opportunity with the strengthening of the RMB. With the RMB gaining strength and shifts in other world currency, the operating profits dropped during the April-June quarter by fifteen percent or seventy billion yen (Bloomberg). Because of the saving the company acquired in currency shifts, Liujing has extra money on hand to use possibly in R&D to improve on their vehicles or in several other areas causing great opportunities for the company. The opening up of imports in the European market is also an opportunity for Liujing because that enables them to put their luxury line of automobiles Dingning, up against the European

BMW and Mercedes Benz.

A major threat to Liujing is the Xinlan motor company. On average, Xinlan usually has thirty more horsepower in their vehicles, and costs around 3000 dollars less than a comparably segmented Liujing vehicle (Amherst). In the luxury line of Dingning, they are still losing ground to BMW in sedan sales and in SUV sales . Technology increases in cars today is a major driving force in the automobile industry, and if Liujing can't keep up with its other competitors, they could quickly lose market share in sectors they are involved in. The latest trend in the US market is the eco-friendly vehicle that uses less gas and even more use of electronic power .

3.Logistics management

(1) Logistics carriers management物流承运商管理

Choose a third party logistics company, mainly responsible for logistics plan formulation, the logistics operation monitoring and control the logistics cost. Training to make it understand Liujing production mode, and form higher service level.

(2) The logistics cost control

There are two kinds of logistics costs in my enterprise. one

kind is the invariable cost (such as vehicle investment, artificial, fuel prices); Another kind is variable costs (such as driving distance, engineers number, etc).

1) All the facilities providing the same cost dirive from bid(招标) invitation.

2) Perpare reasonable profit reserved space for the carriers(承运商). The management cost in invariable cost is the source of carriers’ profit and the basic guarantee of transport quality, but also requires carriers to increase profit with the improvement of operation and management, digesting the rise of cost..

3) Reduce variable cost through the coordination effect

Construct information system, on the basis of coordinate among all the subsidiary workshops ,reduce logistics cost through integration of resources. For example, purchase transportation insurance together, reduce insurance cost; Through the common logistics, improve loadness rate of vehicle, reduce input on operation vehicle. On the cost of logistics-in-common, each department pay logistics cost according to share the ratio of the material flow rate.

4.Marketing strategy

(1) Enlargeing second-class city in the mid and west. In most second-class city, auto possession only lie in several hundred thousand. Since consuming capacity there is insufficient, Liujing car has natural advantages than high-priced and fuel consumption cars from the western countries. At the same time, for the convenience of second-class cities’ customers to choose and purchase cars, Liujing should draw up car exhibition plan.

(2) Take root in the local marketing., understand local consumer demand by further investigation and study. Manufacture according to sale amount.

(3)Separate car production company with sales company, to make sales company decide the way of sell by itself. Sales company establish "promote responsible area system". Establish special arrangement distribution shops in all the Liujing system, open up several business engage(营业所) under each distribution shop ,so that forming the huge sales network and salesman team. Differentially clear out the responsibility of the operating area belonging to every distribution shop. In order to control their own responsibility area, Liujing headquarters need to visit responsibility area.

(4) Establish new maintenance spare parts warehouse to provide rapid and effective service.

5. Investment strategy

(1) A third of all the assets deposit in the bank, a third of the asset buy securities for long-term capital, and the rest invest to real estate to balance the safety, liquidity and revenue of the investment.

(2) Profit-gaining burstly(分段获利法):During the new high-price conditions(高价行情) on the stock market, I will sell part of the stock I held, in order to earn the difference(差额), and maintain the rest of the shares so as to sell them when new high points of share price appear in the future.

(3) The pyramid selling-buying law(金字塔型买卖法): when share prices rise gradually, reduce the number of buying gradually while enlarge the number of selling gradually.

(4) Real estate investment: invest real estate with better appreciation potential.

6. Financial Management

(1) Recruite powerful controlling shareholders, such as natural person or legal person enterprise whose main businesses are similar to enterprise business scope, or engage in enterprise management.

(2) Employ independent directors（独立董事）. Independent directors own knowledge of economics and management or had worked in other companies, process the task of the auditing,salary or important decisions in the board of directors.

(3) Using the statistical indice on enterprise debt paying ability, operation ability,profit ability to make enterprise capital structure control in the reasonable scope.

7. Production management

(1) The lean production精益生产

The characteristics of lean production is removed all useless things in production process. The main idea of it is to simplify all work doesn’t produce attached value in product development and design, production and management, minimize the resources taken up by enterprise production and reduce the enterprise management and operation cost. In my enterprise, the

production model need the support of instant-in-place and intelligent automation system. During the automobile assembly process in the way of water homework, this system can make all parts needed to install reach in the assembly line automatically with necessary number and suitable time.

(2) Total quality management

Liujing car must develop quality consciousness of each staff, during every process(工序), we should pay attention to quality inspection and control, ensure to discover quality problems in time. If quality problem in the process of production is found, leaders can stop production, organize the related technical and production staff as a group and work together, until the problem is solved.

8.Enterprise prospect and prediction

Liujing brand development prospects:

1) Domestic and overseas market:

Liujing brand, was faced with the strength car brand competition from the joint venture since birthday. But, after the hard growth of,independent brand enterprise Liujing

products are expected to occupy a quarter in the domestic market share.

Liujing’s export plans have been identified as to 100000 units this year, and Liujing car plan to sign a cooperation agreement with international giant Chrysler, preliminary draw up making small cars for it and resell（返销）on.the European and American market.

2) products more fashionable

In 2010 ,Liujing brand plans to release sports car.Fashion, personality, popular element is attached to the product design. Liujing brand products’ inexcellent appearance design for many years will be overturned.

3) prices keep falling ,force with the joint venture brand

As the independent brand, Liujing’s worth will gradually meet its price in rounds of cost war.Facing the consistence price attacks generate by independent brand, the joint venture brand has to reduce your price.

4) the master of core technology

In the environment of advocating independent R&D and innovation, Liujing car brands will have the core technology with the independent intellectual property rights in the core

parts such as the development enterprise field and they will take the lead in mass production and put into use.The loss of "independent core" era will become the past.