gm上海通用汽車品牌策略案全英文(30頁(yè))-汽車-在線瀏覽
2024-10-16 20:24本頁(yè)面
【正文】 scope economy, cost rising. ? Fittings stocking by electronic merce is not so much. ? Too much media reporting could be understood to be untruthful. ? Doesn’t hold Chinese consumers’ mentality deeply. December,2020 21 KEY INTERNAL FACTORS Weight Rating Weighted score Internal Strengths Mature brand, high brand loyalty 4 Strong Ramp。D and Innovation of affiliated enterprises meet market demand in time. 3 、 Customerfirst serving idea, both product and service being improved. 4 、 Good public image, take responsibility for society. Strong ability in product mix expanding 6 、 Soft marketing, manufacturing, logestics, IT , market reaction system. 7 、 Courtlike advertisement, rich and colorful culture transmitting activities. Weaknesses Cross cultural clash could end in failure of decisionmaking or opportunity losing Frequency merging might get shortage of cash flow. 3 、 Too many kinds of products bring no scope economy, cost rising. 4 、 Fittings stocking by electronic merce is not so much. Too much media reporting 6 、 Doesn’t hold Chinese consumers’ mentality deeply. December,2020 23 Opportunities 1 、 The industry is very mature in the world but it is a blooming industry with much market potential in China. The government think much of the development of motorcar industry. 3 、 The gap between petitors is not too much, easy to get petitive advantage in free petition stage. 4 、 Distribution quantity raise much, individual buyers take more and more proportion. Relating services are improving. 6 、 The industry is just beginning, many standards need to be perfected. SO Strategies Form GM(China) group with four manufacture centers East China, South China, North China and West China step by step through merging and other way. (S2, S6, O3, O4) WO Strategies 1 、 Localizing the high level supervisors （ W1,W5,W6,O2,O5） . Set up survey amp。D Local protection ST Strategies Intensify the cooperation with certain government. (T2,T3,T5,S1,S4) 2 、 Cooperate with local government to merge local auto manufacturers through diversification of investors. (S2,S6,T1,T4,T5) WT Strategies Control the sizeexpanding in a suitable level before the relating policies are lucidity. (W2,W3,T2) 2 、 Decrease the cost of advertising, change the form to meet Chinese consumers’ sight. (W5) TOWS Analysis continued December,2020 25 CA IS FS ES (,) Conservative Aggressive Defensive Competitive Internal strategic position External stra
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