首页 上汽通过跨国收购和人才战略锻造自主品牌道路(SAIC forged its own brand road through transnational acquisition and talent strategy)

上汽通过跨国收购和人才战略锻造自主品牌道路(SAIC forged its own brand road through transnational acquisition and talent strategy)

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上汽通过跨国收购和人才战略锻造自主品牌道路(SAIC forged its own brand road through transnational acquisition and talent strategy)上汽通过跨国收购和人才战略锻造自主品牌道路(SAIC forged its own brand road through transnational acquisition and talent strategy) 上汽通过跨国收购和人才战略锻造自主品牌道路(SAIC forged its own brand road through transnational acquisition and talent strategy) A state-owned car company accused of lar...

上汽通过跨国收购和人才战略锻造自主品牌道路(SAIC forged its own brand road through transnational acquisition and talent strategy)
上汽通过跨国收购和人才战略锻造自主品牌道路(SAIC forged its own brand road through transnational acquisition and talent strategy) 上汽通过跨国收购和人才战略锻造自主品牌道路(SAIC forged its own brand road through transnational acquisition and talent strategy) A state-owned car company accused of large-scale cross-border acquisitions and years of joint venture personnel, is gradually stepping out of a brand new brand road SAIC honor and Disgrace Shanghai Pudong golden bridge a seemingly ordinary building, by SAIC company as independent brand birth place. The Shanghai General Motors Co of the preparatory group began here, now, it is the domestic passenger car business leader. In the summer of 2005, SAIC's own brand car SAIC Motor manufacturing company's preparatory work also started. But the preparations are not smooth sailing. SAIC had high hopes for SAIC Motor vehicles, which were named SAIC SAIC Motor vehicles, but were not approved. Once again, in view of the excess capacity of China's auto production, the independent brand car company can not get the news of the national development and reform commission. Finally, in February 23, 2006, SAIC Motor Manufacturing Co., Ltd. was released by the national development and reform commission. It consists of SAIC and Shanghai automobile companies formed a joint venture, the company registered capital of 1 billion 280 million yuan, of which, SAIC invested 768 million yuan in cash, accounting for 60% of the equity in cash; Shanghai automobile and Yizheng branch of the right to use the land, plant and equipment invested 512 million yuan, accounting for 40% stake. SAIC chairman Hu Maoyuan and President Chen Hong respectively served as the supervisor and chairman of the board of directors of the company. This is a historic moment. At this time, from the first "phoenix" car in September 1958 the birth of nearly 50 years, from the November 1991 production of "Shanghai" brand car Shanghai car factory razed to the ground, also has nearly 15 years. From nothing to nothing, and from nothing to nothing, SAIC's own brand road has gone through a hard, humiliating and stressful history. In February 24th, SAIC held a comprehensive innovation swearing. Hu Yanzhao, vice mayor of Shanghai, attended the meeting and delivered a speech. He inaugurated SAIC Motor, announced that SAIC's construction of its own brand passenger car system was speeding up. The initial investment of SAIC automobile project is RMB 3 billion 680 million yuan. The vehicle production base is located in Jiangsu, Yizheng, with an annual output of 120 thousand cars and variant cars. The power assembly production base is located in Shanghai, Baoshan and Lingang, with an annual output of 170 thousand engines. SAIC has been trying to wash away its critics for a long time - a car group that has no ambition and is increasingly becoming an investment company. These years, not only including SAIC, SAIC, China three domestic automobile group, both in terms of innovation slow action by public criticism, or even by the central government and government pressure. The central government advocated independent innovation, while the publicly praised by the central government of the automobile enterprises only Chery car. SAIC, one of Chery's so-called shareholders, is particularly stressed. As the country's leading economy, Shanghai has always been leading innovation trend. At this time, in the central government to promote independent innovation, SAIC as Shanghai's industrial representatives, but no independent innovation results, it is difficult to Shanghai municipal Party committee and city government account. Even if the occasion, SAIC now should also take practical actions. Fortunately, this is SAIC brands, has been prepared, no occasion, nor make hasty. In February 28th, just formally SAIC in marketing network construction -- line of force 55 dealers from across the 45 major city in Shanghai formally signed a contract, SAIC own brand products become the first marketing partners. SAIC Title pieces into the disease, in the independent brand automobile manufacturing is gradually out of a domestic independent brand completely different way. This road will be a comprehensive inspection car for more than 20 years China joint policy achievements, this road will also show a local car manufacturing company integrating the global automotive resources use, generous build China high-end brands ambition and power. SAIC has many engineers and technicians went to Jiangsu, Yizheng, for the birth of the independent brand car in November 1st this year to make the final preparations. Just before SAIC got the birth permit, in February 17, 2006, SAIC President Chen Hong accepted exclusive interview with the new car. He said: "now this world is not what cars secret, in addition to high-end cars, other techniques are able to get. What we're going to do is high-end cars. " Convinced to admit defeat" January 19, 2006, No. 2, No. 165 Kangping Road, Shanghai municipal Party committee meeting room. The Shanghai Municipal Committee is convening a conference on "establishing a technological innovation system with enterprises as the main body and combining production, study and research". SAIC chairman Hu Maoyuan made a comparative analysis of the whole industry and SAIC Group's own brand development path. Then he faced the Shanghai municipal Party committee secretary Chen Liangyu show: in the creation of independent brands, "SAIC convinced unyielding". Hu Maoyuan today vowed, SAIC will have to seize the opportunity, "work hard, go through Huashan road". In the eyes of outsiders, SAIC seems spineless go independent brand road, that is not the case. In the second half of 2002, the former SAIC Group made a report on the main leaders of the Shanghai Municipal Committee at that time, recording the goal of SAIC to focus on the development of its own brand car. To 2007, SAIC hopes to achieve sales completely self-developed "phoenix" cars 50 thousand. But the path to what quality to build these 50 thousand independent brand cars, SAIC has been groping for major issues. At that time, although Chery and Geely made a new path in the market, but the mainstream of independent R & D theory is still starting from the comprehensive R & D. SAIC to develop their own R & D capability from first to last. In August 2002, a month after the main leaders of Shanghai municipal Party committee inspected SAIC, SAIC Automotive Engineering Research Institute was formally established. It is built on the basis of Shanghai automobile industry technology center and Shanghai internal combustion engine research institute and so on. It is composed of vehicle development department, scientific research department, power assembly department and material department. The powertrain followed Shanghai internal combustion engine research institute technology development function. Chen Yinda, the first president, said at the time that this was not a temporary patchwork of scientific research institutions scattered inside the group, but a result of the integration of the original technology development resources. The overall goal for the development of the Academy of engineering is through 3 years -6 years -9 years of investment and rolling development planning, the formation of SAIC product development, project management is the basic organization mode and work flow as well as the core technology development capabilities, to carry out a comprehensive SAIC independent product development work. But the Academy of engineering research and development ability is unknown. The acquisition of Yizheng automobile factory after the launch of the Saibao car, lackluster. SAIC had also hoped that its close partner GM would allow it to transform Shanghai GM's car into an independent brand, but eventually failed. SAIC turned its eyes to German volkswagen. As the FAW Hongqi car completely from the German Audi 100 platform, SAIC Volkswagen Santana will want to transfer to their technology platform, on the basis of independent research and development of his new car, take a shortcut to independent research and development. Santana platform technology is the old platform technology in 1980s, SAIC originally thought that the German public can promise, but in early 2004 was rejected by the other party. Try to seek the support of partners to seek a path to grasp the technology to launch its own brand of blocked. "SAIC finally realized that its partners would not allow any car of their joint venture to label themselves," said Gao Xu, an analyst at McKinsey in Shanghai. " The independent brand seems bleak, no way. Of course, SAIC will not fight, still trying to go through the road of independent, even with a self-developed passenger cars, in preparation for the opening of abrasive, mass production when SAIC executives eventually gave up the idea. Because according to the experience of SAIC in CEPREI they think this car is not the market. SAIC hopes not to develop the general self development ability, but to form a competitive independent development. "We are the independent brand, Shanghai brand, the red flag is the independent brand, has a technology center, but now the trend of technology change rapidly, very quickly, we are not able to keep up with the trend of this change? Chen Hong said, "the key is to form a competitive and independent development capability.". But we can't copy it. SAIC has a partnership with most of the world's auto companies and agencies, and can't afford to lose credibility. " Previously, SAIC's name was Chery, hard-edged. This is a genuine independent brand, SAIC originally wanted to thoroughly Chery into the bag, think oneself has been used. However, Chery now had from SAIC, solo italy. Finally, for various reasons, SAIC decided to let go, the two separate ways. At the same time, the voice of independent brands is getting higher and higher, and SAIC is under increasing pressure. Allegedly, Shanghai city leaders for SAIC's own brand has yet to break through veiled criticism. Especially after Chery became a model of independent innovation. And multinational auto companies cooperate more closely, more understanding of the car is afraid to start, this is the three China automobile group for important reasons to go self road there is fear of heart. Hu Maoyuan this feeling is too high in the past. But to see a group of independent brands in the domestic tenacious birth and get the strong support of Chinese public opinion, he felt "ass sit still."". "In the past, SAIC take joint venture of the road with the harvest, but is a small victory, must now take a brand victory road. "He said. Acquisition and high starting point The reality determines that SAIC must develop its own brand from the previous focus on joint venture income to a high starting point. They're playing cards. SAIC's participation in GM's purchase of Daewoo in Korea seems to have inspired Hu Maoyuan. In those years, many analysts said, "who wins Daewoo, who is the last loser", because it has a weak brand, financial statements are even more frightening. But GM has been able to get a lot of Daewoo's off the shelf models. Many of Shanghai's new cars are from Daewoo's technology platform. SAIC aims to find its prey in the world, and SsangYong, the fourth largest carmaker in deficit, has become the target of saic. Founded in January 1954 to produce Ssangyong fire trucks and other large vehicles, the bus started at the end of 1980s, Musso SUV Korando began manufacturing cars, in recent years is pushed out of the Chairman, Rexton and other luxury car products. At present, the annual output of 180 thousand cars, the car market share in South Korea is about 11%. At the end of 2003, the national development and Reform Commission approved the foreign investment department, and SAIC became the only enterprise in China to participate in the acquisition of ssangyong. When it follow the prescribed order for all the preparatory work, China LAN-STAR group to enter the fray, but finally near misses. In January 27, 2005, Shanghai automobile group Limited by Share Ltd to pay 590 billion won to the Ssangyong Motor Company Creditor group, complete the delivery procedures, to obtain 48.92% of the shares of Ssangyong, officially became the largest shareholder of Ssangyong motor. In the acquisition of Ssangyong, SAIC also began a takeover battle on British Rover cars. In May 28, 2004, the acquisition of Ssangyong Motor is nearing the end of SAIC decided to launch the rover program. At that time, SAIC's independent brand led by Shanghai automobile Limited by Share Ltd, the company's own brand project group led the establishment of a working group, the project group code from the day of the day was designated as "528" project group. Ssangyong and Rover project, can make the three companies share the development platform and development resources. SAIC Rover project proposal clearly showed that the successful establishment of independent brands through the acquisition of seek reason: can maximize the two company's existing resources "for me", "use", give full play to the synergy. Project proposal says, huge development cost and a large number of mold fees and production equipment costs for new models put into production, often make small and medium-sized automobile enterprises in the launch of new products back heavy burden. If the new product is not successful, the company's economic operation indicators will be seriously affected. With the intensification of competition, the product life cycle has become shorter and shorter, new product investment has not yet recovered, has been faced with the danger of being eliminated. Again and again, year after year, small and medium enterprises will be replaced by product updates and down. Therefore, SAIC believes that small and medium-sized automobile enterprises should seek the possibility of sharing development platforms and development resources, which is the only way out of the "investment - loss - reinvestment - loss" vicious circle. But it's hard to imagine that competitors can share development results. Fortunately, the rover and Ssangyong in the vehicle platform and engine car license plate series does not conflict, but somewhat complementary. SAIC through the acquisition, will be able to share resources and product development resources, but also to share sales and customer service service channel, it will be "63" outside of the small car factory to seek survival and try to enhance the competitiveness. Ultimately as known as the rover although because its participation without victory, or SAIC in December 2004 to 67 million pounds to buy Rover 75, 45 platform and the full range of engine of intellectual property. And Ssangyong Motor, SAIC has also been able to truly control through a year of running, SAIC Ssangyong has been positioned as a world-class RV producer. The next question is, SAIC launched the first independent brand cars will be whether the technology platform or Ssangyong rover, to become a real problem. The integration of Ssangyong's non day, South Korean Chinese crowding psychology, a difficult start leveraging ssangyong. The independent brand road first must rely on the Rover car platform to launch its own car. SAIC aims at a full range of passenger car manufacturers. It is ready to use the future Rover platform from the high-end market, and then use the Ssangyong platform to enter the low-end market. In general, Ssangyong RV production platform based on passenger cars and commercial vehicles two. Ssangyong's RV platform based on passenger cars, which will help transform into SAIC car. Low R & D costs and low prices of Korean cars are gaining popularity in major global markets. So, the use of Ssangyong platform and R & D, SAIC car become a full range of passenger car manufacturers, time will not be too long. In addition, SAIC Ssangyong's ambition is not only here. If SAIC can hang with the rover brand high-end car market in Europe, would mean that Ssangyong's RV after transformation can also hang the rover brand to enter the European market. At present, SAIC is in talks with BMW, hope to be able to beat the NAC, get the right to use the rover brand, resulting in the development of the Rover 75 platform SAIC brand car to travel abroad to hang more foreign users recognized by Rover logo. Of course, in this way, SAIC can also get a more than 1000 global sales network for the previous Rover car business. Time out SAIC decided a shot is based on the Rover 75 platform is in high-grade car. According to SAIC auto brand schedule, it will be offline in November 1, 2006, listed in the first half of 2007. As for the domestic brand name, it has not yet been finalized. SAIC is confident of its international brand "the first car". "Technical performance and luxury level over Rover prototype car, vehicle performance can compete with the next few years of international products of the same level.". Wang Xiaoqiu, the general manager of SAIC, said, "our products and brands.", Be able to represent the future development of China's auto industry and compete with the international automobile manufacturing giants on the same running line. " But first directly into the middle and high-end market, the risk is undoubtedly huge. This means that it will directly form a competitive relationship with international brands. As we all know, the middle and high-end market is the most important source of profit for joint venture companies. For consumers, the new brand is not the target of the current domestic market, but the mature joint venture production of medium and high-end cars. This poses a great challenge to the quality and service of the products. This well intentioned saic. Other independent brands in China usually enter the market at low price. Over the years, in fact, the message to the market is that the independent brand is equivalent to the low-priced economy car. This makes other independent brands try to take the high-end market, repeatedly rebuffed, not recognized. So far, the situation has not improved. As a large automotive group in China, with a strong financial, human and R & D strength, SAIC has a hand, that is, in the middle and high-end market. This will surely be beneficial to change the domestic market's prejudice against the independent brands. For SAIC, after the high-end car attitude into the market, it is bound to expect to establish SAIC brand high quality brand image. High quality, high starting brand image is critical to the development of SAIC series passenger cars. The United States CSM Asia Ltd. Shanghai representative office car market in emerging countries forecast director Zhang Yu believes that once the establishment of brand image and reputation, even after the introduction of low-end car prices, market recognition and acceptance of economic type of car and the price is bound to a different. The rover platform for the domestic market, means that the noble lineage. In the establishment of brand image, blood is connected, natural composition can be found. Also for SAIC automotive development in the future, on this basis to expand product sequence foreshadowed. Unlike a completely out of scratch car model, it's not convincing to enter the middle and high-end market. SAIC is confident that it can compete with mature middle and high grade international brands? Since the acquisition of rover's intellectual property rights, the outside world has been able to digest the rover is SAIC technical data of suspected heart, believe that by virtue of technical force SAIC itself, cannot be interpreted and successfully developed the Rover 75 platform on the first high-end cars based on excellent quality. In fact, buy Rover core intellectual property, SAIC launched a new round of development work. The development team in addition to SAIC existing R & D personnel, but also the recruitment of technical staff of more than 100 from the former rover. These technicians in the UK for the development of SAIC technology, is currently affiliated with SAIC's R & D partner Richad company's Chen Hong called "2010 companies" project group. The so-called "2010 companies", apparently for SAIC's goal in 2010 service. Chen Hong told the new car that, in the future, the company will be independent in the UK and become one of the SAIC's R & D centers overseas. Related to this, in December 30, 2005, the total investment of 1 billion 800 million yuan of Shanghai automobile group, Limited by Share Ltd Automotive Engineering Research Institute extension project in Jiading foundation. As an important force of SAIC independent research and development, Academy of engineering will be in the "11th Five-Year" in the late established more than 1000 people in the engineering and technical staff, the ultimate goal is to gather about 4000 engineers, to provide technical support for the SAIC's own brand cars and new energy vehicle development project. At present, SAIC's already established enterprise technology center enterprise technology center 2 certified by the state and Shanghai 15, at the same time, in cooperation with the domestic famous universities established a research center of 17 engineering, a complete vehicle development architecture has been initially formed. As one of the measures to attract talent, at the end of 2005, SAIC held a theme called "Shanghai night" theme party in Detroit, more than 300 local automobile elite gathered. SAIC took the opportunity to love Shanghai, create a better future "to keep the high-end automobile talents. In addition to R & D, more than 20 years of joint venture Road is for SAIC automobile independent brand pave the way for a strong foundation. "SAIC has reached world-class level in the manufacturing sector," Hu Maoyuan said. "The reality is not just manufacturing. In the field of auto marketing, SAIC has accumulated a large number of talents through joint ventures. As Pepo Rudolf Straw, President of GM's China business, said, "through our joint venture, China will learn how to design and manufacture cars. " SAIC Motor, a middle class, said it was familiar with the new car, when he first saw SAIC's internal address book. Because, in the address book, part of his colleagues in Shanghai Volkswagen, and the other part of his colleagues in Shanghai GM. The two part is the most popular from Shanghai so quite distinct from each other, colleagues in manufacturing, technology, from Shanghai colleagues in the market, most general sales and customer service service. SAIC's push for its own brand is so strong that many employees in the two joint venture companies are demanding to join. From the list and the history of the team, we can clearly see that one of the most significant achievements of China's auto industry joint venture is talent. SAIC's team represents almost the highest level of manufacturing and marketing services in the Chinese automotive industry. On the development of Shanghai general Chen Hong made distinctions won in battle is naturally bear the brunt. The following is the general manager of Wang Xiaoqiu, a former Shanghai Volkswagen quality assurance department general manager; Deputy General Manager Jiang Jun, former director general of Shanghai sales service; Cheng Jinglei SAIC engineering academy, served as general manager of the Department of Shanghai public technology planning; Wei Yanqin vice president of SAIC Academy of engineering, former deputy general manager of Pan asia. Many other top executives also come from the two recognized elites in joint ventures. SAIC's own brand road really started. Chen Hong said: "you have to be competitive and independent development, for our Chinese auto industry, not to say that blink of an eye can do things, we still have a way to go.". But you can't do it, you can't do it. You can't walk that step without taking the first step. "
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