“微笑曲线”视角下中国客车制造行业竞争战略及其优化-《长安大学学报（社科版）》

文章信息/Info

Title:: Competitive strategy of bus manufacturing industry and its optimization from the perspective of “smiling curve”

Author(s):: HAN Liang; WU Lin; ZHANG Jing; XUE Mei-yun; (School of Automobile, Chang’an University, Xi‘an 710064, Shaanxi, China

Keywords:: “smiling curve”; bus manufacturing industry of China; industrial upgrading; brand marketing; out sourcing business

摘要:: 为了深入研究 “微笑曲线”在中国客车制造行业的应用价值，从客车制造行业价值链的各个环节入手，通过对产业链上、中、下游各环节附加值的分析，从理论知识层面制定出中国客车制造行业竞争战略优化方案，并且在解读“微笑曲线”模型以及对现阶段中国客车制造企业竞争策略剖析的基础上，进一步提出中国客车制造行业“微笑曲线”。研究表明，中国客车制造行业通过自主创新和技术引进构建企业核心竞争力，在采取外包中游制造业的同时，拓展下游品牌销售，可以确保持续性的附加价值和永续性的经营价值，以实现中国客车制造行业的转型和升级。

Abstract:: To study the application value of “smiling curve” in bus manufacturing industry of our country, this paper developed the competitive strategy optimization scheme of bus manufacturing industry from all aspects of value chain of bus manufacturing industry through analysis of the additional value of the industry chains such as upstream, midstream, and downstream. On the basis of the interpretation of 〖JP2〗the “smiling curve” model and the analysis of the present bus manufacturing enterprises competition strategies, it further put forward “smile curve” in bus manufacturing industry of China. The research results show that bus manufacturing industry builds enterprise core competitiveness through independent innovation and technological introduction, and expands downstream brand sales at the same time of the outsourcing midstream sales, which can ensure sustainable additional value and business value so as to realize the transformation and upgrade of bus manufacturing industry.