1、Automotive industry is a high correlation of scale benefits are obvious,the importance of capital and technology intensive industries,is worthy of modern economic growth,leading industries and pillar industries,but also a countrys pillar industries.History shows that economic growth in developed cou
2、ntries,the auto industry economic take-off process has played a leading role in the new century,the rapid development of Chinas automobile industry,Chinas auto market has grown,and has been ranked third in the world,second only to the United States and Japan.The development process of Chinas automob
3、ile industryIn 1971,Chinas auto output exceeded 10 million units;In 1980,automobile production exceeded 200 000;In 1992,automobile production exceeded one million;In 2002,the automobile production exceeded 3 million;In 2003,automobile production exceeded 400 million;In 2006,the new production of 1.5
4、7 million,growth 28%CompetitionAt present,China has 355 brands,of which 69%own brand,but in 100 car brands,own brand only 37.Domestic sales of cars,the joint venture production of foreign brands accounted for about 90%market share,domestic brands are mainly concentrated in low-emission economy car,t
5、here are Geely,Chery,Hafei and so on.CompetitionAt present,China has 355 brands,of which 69%own brand,but in 100 car brands,own brand only 37.Domestic sales of cars,the joint venture production of foreign brands accounted for about 90%market share,domestic brands are mainly concentrated in low-emiss
6、ion economy car,there are Geely,Chery,Hafei and so on.Chinas auto analysis of the political environmentSupport of national policy:1,the national strategy of independent innovation in the Eleventh Five-Year Plan as a national strategy of independent innovation,Chinas automobile industry pointed out t
7、he direction.2,the states industrial policies.As a national focus on the development of pillar industries,the state invested a lot of human,financial,and accumulated a certain amount of talent and experience to lay the foundation for further development.3.Ban small cars.National Development and Refo
8、rm Commission in January 2006,six departments jointly issued a circular requesting the cancellation of all for energy-saving small cars driving routes and taxi operators and other limitations.This directly contributed to sales of small cars.Limitations of national policy:1,car tax.The current vehicl
9、e excise taxes too heavy,unreasonable structure,17%VAT,10%of the purchase of additional tax,3%to 8%consumption tax,there are countless variety of charges,resulting in consumers do not afford to use So,restricting the automotive consumer market.And highway toll stations and more,to increase consumer
10、spending.2 national macro-control policies.China is currently financing a single enterprise,mainly by bank loans,since the countrys austerity policy,bank lending crunch,the financing problems faced by the private small and medium enterprises.The corresponding part of the policies and regulations:pas
11、senger car fuel consumption limits:help curb the momentum of rapid growth in energy demand Automobile Industry Development Policy:requires local governments to be abolished is not conducive to auto consumption policy accession to the World Trade Organization:to cancel car import quota management pro
12、ducts,continue to lower car import tariffs second-hand car market management approach:used car market business diversification auto brand sales management for the draft:proposed authorization as long as car manufacturers,imported cars and domestic cars meet the demand can be sold.automotive industry
13、 Eleventh Five-Year Plan:the development of own brands automobile industrial policy:a certain degree of ease of long-term problem in Chinas automobile industry development policy bottleneck problem.Economic factors are the basis for the automotive industry to take off.Since the reform and opening up
14、,Chinas rapid economic development has always been at the track,raise the level of the national economy.In the context of rapid economic growth,consumer durables market will maintain a trend of rapid growth,especially in Chinas auto market.As of 2008,Chinas economy has continued for five years to re
15、ach or exceed 10%growth rate,economists expect Chinas economy in 2008 will continue to maintain steady and rapid growth,Chinas economic prospects remain optimistic view.U.S.financial turmoil sweeping the worldFrom July 2007 the U.S.subprime mortgage crisis started five shock waves,leading to Bear St
16、earns and Lehman Brothers Asset Management has bankruptcy,Fannie Mae and Freddie Mac,two mortgage companies serious losses,the Fed and the Treasury to save the three injection City.Dragged down by the subprime mortgage crisis,Japans second-quarter GDP shrinking by 2.4%over last year,marking the bigg
17、est drop in seven years;Eurozone GDP fell 0.2%to an annual rate of 0.8%.This is the euro area since 1992,15 countries suffered a decline in overall GDP for the first time,including Germany,France,Italys economy in decline.The sub-prime crisis still further.In addition,global inflationary pressures i
18、s difficult to alleviate the short term.International economic environment,the potential risk of further accumulation,the world economy next year facing the possibility of a recession increases.Changes in the domestic economy in the form:Currently limited by the financial crisis spread to the econom
19、y remained 8%growth,but Chinas biggest export setback.Severe contraction of domestic stock market,a great blow to investor confidence,the government adopted a tight monetary policy,foreign to domestic capital injection significantly reduced.Chinas wealth gap is too large,reflected in the cities and
20、between urban and rural areas as well as consumers themselves,purchasing power variesEconomic impact on carFirst,the financing,the development of SMEs in serious but difficult.Second,the export trade of the affected car sales decline.Third,the decline in the purchasing power of domestic consumersSoc
21、ial factorsFirst,people have a strong sense of national pride,but in the consumer,fawning is also a lot of own-brand home-court advantage is not obvious.Second,the size of the population goes without saying that the car growing consumer groups,and present the concept of conservative consumer,ahead o
22、f consumer awareness is not strong,the market potential is huge.Third,accelerated aging,the elderly population growing,but the basic corresponding untapped auto marketFourth,as the popularity of private cars,people are more rational consumption of the brand,quality and environmental awareness is inc
23、reasing.Fifth,transportation and environmental factors on the one hand,Chinas per capita road length is far lower than developed countries,has severely limited the popularity of cars,other peoples environmental protection requirements,short time constraints of the automotive industrys rapid developm
24、ent.Technical factorsTechnological backwardness.At present,the introduction of technology products to the international automotive 1980s level of about 30%,new-generation products to develop the level of 80 years,30%,40%backward technology.Prominent among which is passenger cars and station wagons,m
25、ost of the road is only suitable for short-distance passenger transport and urban public transport with a low-end products.Car key production technologies still controlled by the joint venture foreign hands,they are often reluctant to transfer technology.Currently,about our vehicle weight weight tha
26、n similar foreign 10%-20%,10%-30%higher fuel consumption,car mileage is generally the first failure 1,000-2 one thousand kilometers,while foreign to 15,000-2 ten thousand kilometers.In addition,electrical systems,fuel systems and accessories for performance,instability,general economic life of 10 mi
27、llion-15 million km,is only half of similar foreign cars.Same lack of development and design capabilities,the introduction of existing products in addition to all that is mapping imitation,even if their design and the liberation of east 140 141,largely with reference to foreign models.And light truc
28、ks and cars is the lack of design and equipment,coupled with inadequate investment,it can not be independently developed.Parts factory technical force is more weak,the ability to develop new products even worse.The most prominent lack of personnel,especially technical personnel,management personnel
29、are also missing.It is reported that China has the relevant technical personnel in the field of German studies.I believe that soon the country will be able to fully grasp the international community has proven electronically controlled fuel injection technology and electronic control technology and
30、the body qi manufacturing technology.On the management side,Zhu Yanfeng,FAW,two steam Miao Wei as the representative of the automotive world,Young Marshal who of course adds to the management level,fresh air,but the whole management of the head of the WTO the impact is still uncertain whether the pr
31、epared.FINAL:First,focus on brand management.Efforts to build global brands,enhance brand value.Efforts to increase consumer brand awareness,participation and loyalty.Second,to expand market share.Not only to seize the domestic market,but also to the international financial markets downturn by shrin
32、king car market opportunities to enter foreign markets.Crisis Management:A business cooperation,hard timesBusiness cooperation,including mergers,to build a common technology platform,and so on.Second,market development,market positioningTo step up the development of new markets,including foreign markets,second and third tier cities,and new consumer markets,while good market position,they should be clear at the low end or mid-or high-end market in a big scuffle.THANKS
