采购商和供应商的议价能力.doc

买家的讨价还价能力的竞争结构，行业集中度，音量大小，转换成本和访问信息的程度。目前，客户有一个较低的所有者程度的访问信息，因此，供应商的议价能力强。

The bargaining power of buyers is related to the competitive structure, industry concentration, volume size, switching costs, and the extent of access information. At the present, the customers have a lower owner degree of access information, thus suppliers bargaining power is strong.

For example, Che Zhanfei works for Blue Power, a company which provides support for modified cars. He said, "We mostly display turbo and brakes. The turbo is the power source of the car. It's where the speed comes from. But it's not enough to have speed only, so we also display brakes that have high security ratings." Obviously this kind of technology and information of modification is hard to understand by common consumers.

On the other hand, it is nominally the status of two sides are equal in all economic activities, but in fact in a competitive market, the buyer's bargaining power is also strong, and living in dominant market position. Not mentioned that the normative operation of the market is not enough, the power of the buyers is the largest one in the market, it has the right of accept concessions, discounts and other rights. Therefore, no matter which modification providers, must operate based on brand, strong internal strength, and strengthen the internal and external public relations, in order to improve the bargaining power with the supplier effectively, and improve market competitiveness.

替代品的威胁

4.1.4 The threat of substitutes

The threat of substitutes often depends on three factors: the availability of attractive prices; the satisfaction on quality, performance, and other important aspects, the difficulty of buyers turn to substitutes (including the switching costs). For the Gusto Company, alternative substitutes may be the modification clubs, which have not independent operation and did not participate in market competition.

For these alternative substitutes, their threat is only temporary, because once the clubs clarifies its hard to development, it will naturally move toward professional vehicle modification providers.

安索夫成长矩阵来分析市场战略的趣味

4.2 Using Ansoff Growth Matrix to analyze the market strategy of Gusto

Basically the Chinese vehicle modification market started in the beginning of 21 century. Chinese consumers are still looking for suitable service and fair cost for their vehicle modification.

市场渗透策略

4.2.1 Market penetration strategy

Obviously Gusto’s market penetration strategy is success. According to the interviewee, Mr. Xu, Chinese consumers have been influence from HongKong at the beginning of the modification, which is focus on Japanese products. On the contrast, Gusto is more focused on Europe products. Managers of Gusto go to Europe and search for products, because Japanese is indeed a good-looking, and the packaging, and more know how to operate the market. European manufacturers in this regard were less so, but they are very good in the U.S. and European markets. Mr. Xu believes that performance is always important. For example in F1 race, if your products can quickly 0.1s, people will rush out to buy your products, it is still no way to Japan. The European technology keeps to front. And more and more consumers accept and prefer European products.

市场发展战略

4.2.2 Market development strategy

For Gusto’s growth strategy, my suggestion is identifying potential users groups in the luxury cars and special vehicles.

The special vehicle is a product with higher technical contents. It integrates the advanced technologies in machine, electronics, communications, and environmental protection into the chassis of a special vehicle modularly to realize specific functions. Remarkable progress has appeared in China special vehicle market since 2001.

On the other hand, people usually modified low-end cars in the past. Now, more and more luxury cars are being modified. For example, Mr.Zhang Mengzhe runs a club, which offers modification service only for BMWs. He introduced that it had been trendy to modify luxury brand like BMW cars since 2007. His club only provides products for BMW cars, including appearance, enclosure, wheel, outtake, shake lever and undercarriage. It is an effective strategy for Gusto.

产品开发策略

4.2.3 Product development strategy

Management should also consider new product possibilities. Gusto has a development plan to establish a new department in Zhuhai, it is a R &D department, because Gusto is the agent of the brand as far away as Europe, where China is very far away from, as well as the time difference. The purpose of this establishment of the department is to give Gusto’s dealers and customers a more efficient and timely services, and developing more products for the Chinese mainland market. The reason why Gusto go straight to the manufacturer, is the cost will be lower and more cost-effective. Second, manufacturers have R & D capabilities; can be developed specifically for the domestic consumer’s demand.

Concerns about the segmentation of vehicle modification type, secondary controls and miscellaneous products may be more popular in customers, which had been shown as more often on vehicle modification type, according to the online survey.

多元化战略

4.2.4 Diversification strategy

Diversification growth makes sense when good opportunities can be found outside the present business. From my point of view, vehicle modification company should not only sale products, the after – sales service is an opportunity. Just like Gusto has done, it had built an after-sales service center in South China, and now the candidates have found the new office is basically completed, and equipment in range, just waiting for the right time to announce and taken into promotion. Potential clients, the trend of different, but the requirements are tremendous.

结论

5.0 Conclusions
目前，中国仍是世界增长最快的汽车市场在全球金融危机的困难时期，相反，它是一个很好的机会，汽车改装业务依然强劲。该配置文件的修改也发生了变化。更适应的新车型，豪华车和OEM部件，特别是SUV和皮卡车的消费者也大大增加。这将是有趣的，看看其他车种在的汽车改装转移到消费者的利益。所有这些都是巨大的机遇趣味公司。

Currently China remains the fastest growing vehicle market in the world, opposite with global crisis hard times, it is a great opportunity for vehicle modification business remains strong. The profile of modification has also changed. Consumers more attuned to newer vehicles, luxury vehicles, and OEM parts, especially the SUV and pickup vehicles had strongly increased. It will be interesting to see if consumer’s interests in vehicle modification transfer to other vehicle types. All of these are huge opportunities for Gusto Company.

However, the government usually changes the laws about vehicle modification, in fact, it is more or less not expressly and clearly officially allowed once upon a time. During this period no car modification of any kind had been allowed, not even changing the colour of car for security consideration.

For example, The Law of the People’s Republic of China on Road Traffic Safety, adopted at the fifth meeting of the Standing Committee of the Tenth National People’s Congress of the People’s Republic of China on October 28, 2003, and which took effect on May 1, 2004, states the following