上海交通大学MBA经典案例集4

摘要：本案例描述并分析了中国的汽车行业的发展状况，及中国豪华车的消费者情况进行分析，以期引导读者对进入中国豪华车市场的市场战略做出思考。

关键词：汽车行业；豪华车市场；消费者行为

Abstract: This case depicts and analyzes analyze the Chinese automobile industry, the consumer insights of Chinese luxury car market, expecting that it will direct the reader to think ab0ut the marketing strategy to apply for the luxury car market.

Keyword:Automobile Industry; Luxury Car Market; Consumer Insights

4.2上海拓力有限公司的发展战略

摘要：在战略环境分析的基础上，本案例结合拓力的实际情况给出战略选择方案，并提出了相应的战略实施策略。

关键词：上海拓力有限公司；手动工具；出口；发展战略

Abstract: Basing on the strategic environment analysis and TORI Company’s realistic situation, this case gives the strategy options and suggests the corresponding implementation tactics of the strategy.

Keywords: Shanghai TORI Company;Hand Tools, Export;Development Strategy

4.3上海拓力有限公司战略环境分析

摘要：在目前国内外经济形势和贸易发展趋势下，本案例分析手动工具的国内外市场环境和行业发展趋势，研究了国内手动工具的出口实际状况和拓力公司的内外部情况，为研究拓力公司的进一步发展战略打下基础。

关键词：上海拓力有限公司；手动工具；出口；发展战略

Abstract: Under the currentglobe economy and trading environment, this case analyses the domestic and globe market circumstance for hand tools, analyses the situation of China hand tool exporting and the actual status of TORI Company and makes a basis for TORI Company to find a development strategy.

Keywords: Shanghai TORI Company;Hand Tools;Export;Development Strategy

4.4上海紫竹科学园区有限公司发展战略的制定与实施

摘要：在战略环境分析的基础上，本案例对园区公司的发展战略做了细致分析，并提出了相应的战略实施方案。

关键词：科学园区；SWOT分析；发展战略；战略实施

Abstract: Basing on the strategic environment analysis， this case analyzes the strategy of Shanghai Zizhu Science park Co.,Ltd and also puts forward the corresponding implementation tactics of the strategy.

Keywords: Science Park; SWOT Analysis; Development Strategy; Strategy Implementation

4.5上海紫竹科学园区有限公司发展战略环境分析

摘要：本案例对上海紫竹科学园区有限公司的内外部环境进行了分析，旨在引导读者对它的发展战略进行思考。

关键词：科学园区；发展战略；战略环境分析

Abstract: This case analyzes the internal and external environment of Shanghai Zizhu Science parkCo., Ltd. And it aims to direct readers to think ab0ut its development strategy.

Keywords: Science Park; Development Strategy; Strategic Environment Analysis

4.6上汽集团的整车出口策略

摘要：通过分析，本案例提出上汽集团应该在自主品牌建设、研发能力提高上苦练内功，同时也可以考虑在境外直接设厂参与当地竞争，以促进其整车出口项目能茁壮成长。

关键词：整车出口；自主品牌；知识产权；反倾销

Abstract: After analyzing the problems on automobile exporting of Shanghai Automobile Industry Corporation, this case puts forwards that it should make great efforts on autonomous brand building and R&D ability developing in future, and consider manufacturing abroad directly at the same time.

Keywords: Complete Set of Vehicle Export; Autonomous Brand; Intellectual Property; Anti-Dumping

4.7上汽集团发展环境分析

摘要：汽车行业在中国保持高速增长，属于规模经济显著的行业。然而，2008年下半年以来，国际经济环境急转直下，国内经济困难明显增加，实体经济增速大幅下滑。上海汽车工业总公司是中国三大汽车集团之一，在国内销量居第一，在金融为中受到严重的冲击。本文深入剖析了集体目前所处的内外部环境，试图探讨集团陷入困境的根源。

关键词：上汽集团；汽车；环境

Abstract:The automotive industry, belonging to remarkable scale economy industry,keeps on developing fast in China. However, since the second half year of 2008,the world economic circumstance became worse rapidly, the same as in China.The real economy progress obviously dropped down with the impact of worldfinancial crisis. Shanghai Automotive Industry Corporation is one of three biggest automotive industry corporations, which has the largest marketing shares in the country. However, it has also been impacted severely by the financial crisis. This case makes a deep analysis of the company’s external environment and internal operation environment, and tries to explore the root of the difficulties.

Keywords: Shanghai Automotive Industry Corporation;Automobile;Environment

4.8上汽集团三层发展战略分析

摘要：本文以上汽集团为研究对象，从管理的角度，分析了该集团在金融危机的冲击下应如何结合本集团的资源优势，从公司层、业务层和职能层三个方面，制定相应的发展战略，为上汽集团短期和长期的发展战略提出建议。

关键词：上汽集团；发展战略；汽车

Abstract: This case taking Shanghai Automotive Industry Corporation as example, from the management aspect, analyzes how to establish development strategy from three level-corporate level, business level and functional level, combining with the corporation`s resources advantages, and then get the preliminary achievements, combining the development strategy of company, and also promoting the suggestion for the short-term and long-term development strategy.

Keywords: Shanghai Automotive Industry Corporation;Development Strategy;Automobile

4.9上汽集团收购罗孚汽车案例

摘要：本案例详细描述上汽集团收购罗孚汽车的过程和失败的结果，旨在引发读者对失败的原因进行思考。

关键词：罗孚集团；上汽集团；收购方案；谈判

Abstract: This case describes the process and the result of Shanghai Automotive Industry Corporation (Group)’s acquisition of
 MG Rover, it aims to direct readers to think ab0ut the reasons of the failed acquisition.
 Keywords:MG Rover; SAIC; Acquisition Program; Negotiation
 

4.10上汽集团整车出口现状及问题

摘要：本案例就上汽集团整车出口的现状进行一些思考和分析，试图找出一条适合它自身实际情况的出口之路。

关键词：整车出口；自主品牌；知识产权；反倾销

Abstract: This case investigates and analyzes the current situation on automobile exporting of Shanghai Automobile Industry Corporation and aims to direct readers to think ab0ut the suitable way for its automobile exporting.

Keywords: Complete Set of Vehicle Export; Autonomous Brand; Intellectual Property; Anti-Dumping

4.11申银万国经纪业务战略分析案例

摘要：当前的中国资本市场正处于飞速发展阶段，中国证券行业面临着前所未有的发展机遇，同时也面临着国际大型投行的压力和挑战。经纪业务既是券商的主要收入来源，又处在变革的最前沿，如何从战略角度审视证券公司经纪业务未来的发展，事关券商的未来大计。作为中国最具历史的老牌券商一一申银万国证券股份有限公司，虽然在经纪业务领域一直位居证券业前列，但发展的步伐显然没有中信、广发等券商迅猛，其如何在新的历史条件下继往开来，保持王者风范是申银万国面临的主要问题，本案例将就此问题展开讨论。

关键词：发展战略；经纪业务；申银万国

Abstract: As China has made remarkable achievements that the capital market isdeveloping fast, China'ssecurities industry is faced with an unprecedented opportunity fordevelopment, as well as the pressure and challenges brought by largeinternational investment banks.Brokerage businessis the main source of securities companies'earnings, which is always considered to be changed as the first step of thereform implemented by those companies. So it is vitally imp0rtant forsecurities companies to make a feasible strategic plan for the development ofbrokerage business. Shenyin&Wanguo Securities Co., Ltd, one of theoldest securities companies in China, is among the best of the industry interms of brokerage business, but its development is much slower than othercompetitors such as CITIC and Guangfa Securities Co., Ltd. The mainproblem Shenyin&Wanguo faced with is how to carry on the past and opena new chapter for the future in order to keep the leading position in the industry under the new condition. Thestrategy of brokerage business development of Shenyin&Wanguo isstudied in this case.

Keywords: the Implement of Strategy; Brokerage Business; Shenyin&Wanguo;

4.12申银万国经纪业务战略实施方案

摘要：当前的中国资本市场正处于飞速发展阶段，中国证券行业面临着前所未有的发展机遇，同时也面临着国际大型投行的压力和挑战。经纪业务既是券商的主要收入来源，又处在变革的最前沿，如何从战略角度审视证券公司经纪业务未来的发展，事关券商的未来大计。作为中国最具历史的老牌券商---申银万国证券股份有限公司，虽然在经纪业务领域一直位居证券业前列，但发展的步伐显然没有中信、广发等券商迅猛，其如何在新的历史条件下继往开来，保持王者风范是申银万国面临的主要问题。为此，公司制定了新的发展战略，本案例将就战略实施问题展开讨论。

关键词：战略实施；经纪业务；申银万国

Abstract: As China has made remarkable achievements that the capital market isdeveloping fast, China'ssecurities industry is faced with an unprecedented opportunity fordevelopment, as well as the pressure and challenges brought by largeinternational investment banks.Brokerage businessis the main source of securities companies'earnings, which is always considered to be changed as the first step of thereform implemented by those companies. So it is vitally imp0rtant forsecurities companies to make a feasible strategic plan for the development ofbrokerage business. Shenyin&Wanguo Securities Co., Ltd, one of theoldest securities companies in China, is among the best of the industry interms of brokerage business, but its development is much slower than othercompetitors such as CITIC and Guangfa Securities Co., Ltd. The mainproblem Shenyin&Wanguo faced with is how to carry on the past and opena new chapter for the future in order to keep the leading position in the industry under the new condition. The company has developed a new strategy. This case will discuss how to implement it.

Keywords: the Implement of Strategy; Brokerage Business; Shenyin&Wanguo;

4.13深圳市公园管理中心管理模式的改进

摘要：深圳市城市公园绿地的不断增多，这对公园管理的水平就提出了更高的要求。尤其是在新世纪我市全面推进事业单位制度改革的大背景下，如何采取更好的管理模式，使之更有效地发挥公园的生态功能、经济功能和社会功能，是亟待解决的一个问题。

关键词：管理模式；公园

Abstract: The increasing of parkland brings forward a higher requirement for park administration, in particular the overall changes of government’s institution for Shenzhen city since the new century, the ways to take a better management model to efficiently exert park ecosystem function,economic function and social function, are very imp0rtant researches for both theory value and Realistic Significance.

Keywords: Management Model;Public Park

4.14斯麦特公司的发展战略案例

摘要：斯麦特公司将自己定位为宽带多媒体系统运营商（MSO），以迎合全球电信多媒体科技（TMT）发展趋势。其经营理念、发展策略、商业模式等皆具领先性，以专业宽带内容集成商自居，通过与内容提供商、网络运营商、设备供应商等相关业者建立策略联盟，涵盖两岸三地专业知名公司，结合大中华地区最精华的团队和资源，从而确立自身在国内宽带多媒体市场的独特优势地位，发展前景无可限量。

关键词：有线电视；电信多媒体科技；三网融合；宽带多媒体系统运营商，企业战略

Abstract: In recent years, Chinese domestic traditional television and emerging Internet media market assumed high-speeddevelopment, initiated great demand for high qualitymultimedia content. However,presently the domestic familyentertainment market still owes developed and mainland television stationfilm and television program self-made ability is universally weak. As a result, the gapreaches as high as millions of hours of content every year.Moreover, Mainland China is deeply influenced by the traditional ideology and has strict regulations on the broadcasting of overseas program in china, resulting great deficiency of broadband multimedia content. A market will such a big gap between supply and demand have unlimited growth potential.

Keywords: Cable TV;Telecommunication Multimedia Technology;the Fusion of ThreeNets;Broad-band Multimedia System Operators; Enterprise Strategy

4.15特灵（中国）的竞争战略

摘要：近年来，我国房地产行业迅速发展已经成为我国国民经济的支柱行业。房地产行业的兴盛给商用空调行业，特别是如同特灵（中国）这样的商业大中型中央空调系统供应商带来了巨大的发展动力。但是在我国经济发展速度降低，房地产行业景气下行，行业内其他竞争对手施加的巨大压力下，特灵（中国）需要审时度势，增强核心竞争力。本案例介绍了特灵（中国）所面临的战略环境，并通过分析提出了适应其自身发展的歧异化竞争战略。

关键词：战略环境竞争战略核心竞争力；歧异化

Abstract: Recently, Chinese real estate industry has become a pillar industry of China's national economy for its rapid development. The rise of the real estate industry have brought tremendous impetus to the commercial air-conditioning industry, especially as Trane (China) this large and medium-sized commercial central air-conditioning system suppliers. However, for deceleration of china’s economic growth, downturn of real estate industry and the pressure of competitors in the industry, Trane need to judge the hour and size up the situation to strengthen the core competitiveness. These cases introduce the strategic environment of the Trane (China), and raise the differentiated strategy through analysis.

Keywords: Strategy Environment;Competitive Strategy; Core Competence; Differentiated Strategy

4.16腾讯QQ的发展战略环境分析

摘要：本案例对腾讯QQ所处的背景和整体环境进行研究，在此基础上得出了腾讯在产业中具有的优势和劣势，面临的机会和威胁，旨在为腾讯当前的定位和战略调整提供依据。

关键词：即时通讯；网络游戏；电子商务；战略环境分析

Abstract: This case analyzes the background and circumstance of Tencentcompany and its instant messenger product QQ. Based on the analysis,it educe the Strength and Weakness, Opportunity and Threaten of Tencent in the industry. And itaims to providewarrant for current position adjustment and strategy adjustment of Tencent.

Keywords: Instant Messenger (IM); Online Games;Electronic Business; Strategic Environment Analysis

4.17腾讯QQ基于价值链的发展战略

摘要：本案例在价值链分析的基础上分析了腾讯QQ盈利模式和业务组成。并在此基础上对腾讯的盈利渠道提出了一些参考性的战略调整建议，旨在帮助腾讯化解其目前所面临的严峻问题。

关键词：即时通讯价值链分析；盈利模式；网络货币战略调整

Abstract: Based on value chain analysis, this case studiesthe profit model and business structure of Tencentcompany. And then it puts forward some referenced advice for strategy adjustment,aims to helpTencent to solve the serious problems it has met now.

Keywords:Instant messenger (IM)Value Chain Analysis; Profit Model; Virtual Coin StrategyAdjustment

4.18天通公司的变革之路

摘要：天通公司是一家创立于1984年的生产和销售软磁铁氧体磁芯的国内上市企业，伴随着全球电子行业在过去22年来的快速发展，天通公司如今已成为全球软磁铁氧体行业制造规模第一的企业。随着业务的不断扩张，公司在营销人员管理方面出现了营销管理人员不司其职、营销人员缺乏工作责任心、工作积极性不高、效率低下、团队意识和大局意识不强、优秀营销人员大量流失等诸多问题。本案例试图从营销管理实践角度出发，制定出有效的营销方案、多元激励考核方案，改善天通销售停滞困境。

关键词：营销人员；激励；人员管理

Abstract: Established in 1984, TDG is a domestic public company in the line of manufacturing and selling of soft ferrite cores, With the fast development of global electronic industry in the past 22 years, TDG was also gained a rapid growth,it is now the world’s largest manufacturer in the industry of softferrite cores. With the fast expansion of sales revenue, a lot of problems ab0ut themanagement of sales persons are come out, such as sales managerial personsdon't take their roles, sales persons lack of responsibility, work efficiency, team spirit and general thinking of the whole company, prominent salespersons quit their jobs very frequently, etc.This case tried to focus on the point of view of marketing management practices, working out effective marketing programs, and the multidimensional salary inspiring system for sales person, to improve the plight of TDG stagnant sales.

Keywords: Sales Person; Inspiring; Staff Management

4.19通用磨坊：湾仔码头发展战略

摘要：由于城镇居民消费水平和消费观念的提升，特别是大中城市生活观念转变和生活节奏的加快，冷冻食品应运而生。目前冷冻食品行业的重点在于整体扩张。从发展方向来看，具有规模和品牌优势的企业将占据先发优势。行业优胜劣汰，能够进一步增强行业的集中度。

本案例描述的是通用磨坊中国有限公司，是一家美国通用磨坊全资子公司。公司1999年底成立以来，始终专注于健康食品的研发、生产及销售服务，旗下有一个重要品牌“湾仔码头”，主要产品有水饺、云吞、汤圆。作为知名的区域性品牌，湾仔码头如何走向全国，如何占据更大的市场份额，这是本文研究的重点。

通过较全面分析，认为湾仔码头在冷冻点心行业激烈竞争中面临一定压力，但也具备自身独特的竞争优势。整个冷冻点心行业中低端同质化竞争较为普遍，同类型、同口味、价格战时有发生，必将导致行业利润下滑。因此湾仔码头必须走差异化道路，利用其品牌优势，走高端市场。高端高利润市场最终必然吸引其他企业的进入，竞争会加剧。要保持湾仔码头在高端市场竞争力，企业须进一步提高营运管理能力，优化流程，控制每一个价值链的环节，提高效率，从而提高市场竞争力。

关键词：冷冻行业；核心优势；分析研究

Abstract: Because of urban residents consumption level and consumption of the concept of upgrading, especially in major cities to change their concepts of life and the accelerated pace of life, frozen food came into being. Frozen food industry is currently focused on overall expansion. From the development point of view, with the scale and brand advantages of enterprises will occupy the first-mover advantage. Industry survival of the fittest can further enhance the industry concentration.

This case study describes the General Mills China Limited is a wholly owned subsidiary of General Mills. Since the founding of the company by the end of 1999, has focused on health food R & D, production and marketing services, under which there is an imp0rtant brand "Wan Chai Ferry ", the main products are dumplings, wonton, glutinous rice balls. As a well-known regional brand, how Wan Chai Ferry moves toward the country, how to occupy a larger market share is the focus of this study.

Through a more comprehensive analysis that the Wan Chai Ferry in the frozen dessert industry, faced with fierce competition in the certain pressure, but also has its own unique competitive advantage. The frozen dessert industry, low-end competition, homogenization of the more common, the same type, the same tastes, the price war to occur, will inevitably lead to decline in industry profits. Therefore, differences between Wan Chai Ferry must follow the road, using its brand, and take high-end market. The high-end high-margin market, it eventually will attract other businesses to enter, competition will intensify. Wan Chai Ferry to remain competitive in the high-end market, companies need to further improve operational management capacity, optimize the process, control of every aspect of the value chain, improve efficiency, and enhance market competitiveness.

Keywords: Frozen Industries;Core Strengths;Analysis

4.20威侃公司创业历程

摘要：威侃公司从2004年创业至今，从一个小作坊似的简单加工企业，经过苦心经营，逐步成为标识系统和精密切模部件行业中具有较强实力的正规企业，并成为了多家世界电子代工巨头的供应商。该公司白手起家，并不拥有核心技术，也无风险资本的帮助，其成功经验值得我们研究和探讨。本案例描述了威侃公司创业过程中的三个阶段，并分析了各个阶段威侃公司的战略选择。

Abstract: The entrepreneurial story of Weikan Co., Ltd. began in 2004, when it was merely a small processing workshop. Through years of effort, Weikan has become a fortified company with great productivity, and succeeded to win clients of electronic OEM companies around the world. Built up from nothing with neither core technology nor support from venture capitalists, Weikanmight have special successful experiences which we should think over profoundly. In this case, 3 phases of Weikan’s entrepreneurial process and strategic decisions under certain circumstances are illustrated.

4.21无锡尚德与风险投资

摘要：20世纪80年代，随着中国经济改革的起步，中国风险投资事业也开始了它的发展历程。时至今日，在近三十年的行业成长过程中，中国风险投资取得了长足的进步。尤其是2004年以来，中国风险投资市场更是呈现出高速的增长态势。无锡尚德正是这一飞速发展的市场所孕育出的果实。尚德成功登陆纽交所，不仅是尚德自身的成功，也是中国风险投资行业的成功。

本案例通过对无锡尚德的发展分析，力图向读者展现，在经历了高速发展之后，中国风险投资行业的现状。无锡尚德是近年来中国风险投资行业最耀眼的明星之一，从中可以反映出中国风险投资的多种特色。尚德的成功不仅给予众多仍在初创期苦苦挣扎的中小型新创企业以鼓舞，而且对于整个行业的持续健康发展有着重要的研究价值。因为尚德的成功毕竟是个案的成功，个案的成功有可能具有偶然性和不可复制性，只有将成功的个案中有利的因素及不足之处，提炼升华为制度及改善的建议，才能使中国风险投资行业之路越走越好。所以，本文更希望能够从尚德这一成功的案例背后，看到中国风险投资的不足。中介机构的缺失，风险投资人才的匮乏，政府主导型风险投资操作的不规范等等，所有这些都将成为中国风险投资行业发展的绊脚石，只有正确认识这些不足，并设法改善，中国风险投资才能健康发展。

关键词：风险投资；新创企业；无锡尚德

Abstract: Since 1980s, as China's economic reforms started, China's venture capital industry started its development process. Today, in the past three decades of industry growth process, the China Venture Capital has made considerable progress.Especially in 2004, there is a milestone shown a high-speed development of China venture capital, which is Suntech Power in Wu Xi has been able to been listed in New York Stock market.

The objective of this case is to show China capital venture status in the present time, by studying Suntech Power history.Suntech Power is one of the most famous venture capital cases in China, since then, it can show many venture capitalist roles in China style. The success of Suntech power, not only give inspiration of other Small-Medium Enterprises, the knowledge from case itself is valuable for whole industry for long term development. A successful case may have its own unique situation.Finding and utilizing of some advantages and correcting problem of disadvantages from case is the way for China Venture capital evolution. Therefore, since the success background of Suntech power, this article tries to find some insufficiencies of China capital venture. Lack of medium man, shortage of experienced working persons in capital venture field, government influenced capital venture operation, etc., and all are obstacles for the development of China capital venture.

Keywords: Capital Venture, New Entrepreneurs, SuntechPower

4.22西上海集团公司发展战略的重新塑造

摘要：本案例分析了西上海集团公司的整体发展战略，提出了集团公司战略目标要实现三个价值转移，并对各个业务板块进行分析评价，制定了“三个方向，一个突破”的产业发展战略并提出了一系列的整合措施，最后从公司治理结构、组织结构、人力资源管理、企业文化建设和品牌战略等方面对西上海集团战略重塑的具体实施提出了建议。

关键词：西上海集团；发展战略；业务整合；战略实施

Abstract: This case analyzes the development strategy of WSH，proposes that WSH must realize the three-values evolvement in order to realize its strategic target, and then eva1uates all the business sections ofWSH. Finally, the industrial development strategy stated by a sentence that “three directions and one emphasis” is identified according to the results of the eva1uation. This case also discusses on strategic implementation from several aspects including company management fra-mework, organization structure, human resource management, and corporation culture and brand strategy.

Keywords: WSH;TrategyManagement; Business Integration; Strategy Implementation