大锦囊001think.com（品牌营销第一资料库）海量精品策划资料!QQ:1242116556GlobalcarmakerscouldmanagetheircostsandcapitalinChina—andgainastrategicoptionfortheirglobaloperations—bycontractingoutthemanufactureofwholevehiclestoChinesecompanies.PAULGAOTheMcKinseyQuarterly,2002Number1Facedwiththeprospectofstagnantglobalsalesoverthenextfiveyears,theworld抯biggestcarmakersarejockeyingforashareofoneofthefewbuoyantnationalmarkets.China抯domesticcarsales,growingatmorethan10percentannually,willprobablyaccountfor15percentofglobalgrowthoverthenextfiveyears.Sofar,globalautomakershavepursuedsuccessfuljoint-venturestrategiesbyinvestingheavilyinassemblyplantsoperatedbyChinesepartners.ButascompetitioninChinaheatsup,anewtackmaybeneededinthequestforprofitablemarketshare.Anasset-lightstrategywouldhavethemajorautocompaniesconcentrateonwhattheydobest—developingproductsandbrands—whilecontractingoutnotjustcomponentsupplybutalsothewholeassemblyprocesstoChineseautomakersthatcancapitalizeoncompetitivecoststructures.Althoughscalingbackcapitalinvestmentinsuchahealthymarketmightseembold,outsourcingmanufacturingisneitheruncommoninotherindustriesnorentirelyunprecedentedinthisone.Moreover,thenatureoftheChineseautoindustryandmarketmakesoutsourcingparticularlyattractive.OutsourcingmightalsohelpChineseautomakerstaketheirfirststepstobecomingaglobalmanufacturingresource.Butifthestrategyistowork,globalcarmakersmustbuilduptheskillsoftheseChinesepartners,whichinturnmustembracecontractmanufacturingasamoreprofitablepathtocreatingagloballycompetitiveindustrythanlaunchingtheirownbrands.COMPETITIONISABOUTTOHEATUPWithsalesof2.1million-plusunitsin2000,Chinabuysmorefour-wheeledvehiclesthanallbutsixothernationalmarkets,yetitspassengercarmarketisstillintheearlystagesofgrowth.IndeedChina,withonly600,000carsalesayear,hasfewerthan10passengercarsontheroadper1,000people,comparedwith250inTaiwanandmorethan500inGermanyandtheUnitedStates.Butdemand—promotedbybetterroads,newsalesanddistributionchannels,thederegulationoftheau...
