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Machinery industry is the pillar industry of a nation, and plays an important role in the national economy; the machinery industry has nearly 50,000 manufacturing enterprises, and the number is increasing, leading to more fierce market competition, a trend of survival of the fittest becoming more apparent. Machinery industry has a low concentration of production and a low level of productivity, which seriously impeded the development of the industry; machinery industry is calling for innovation and development.

Machinery and equipment industry's sub-sectors: engineering machinery, rail transportation equipment, building materials and equipment, power generation, power transmission equipment, environmental protection equipment and equipment for comprehensive utilization of resources, special castings and forgings, ships, marine engineering equipment, industrial automation and control systems and equipment, machine tools, war industry, basic components, general equipment. Machinery industry is positively related to the total fixed asset investment, and is a typical investment-led cyclical industry.

Machinery industry in 2010 to remained a high degree of prosperity, mainly in the following aspects: First, strong growth in demand for machinery industry, production and sales grew fast; Second, the key machinery sub-sectors revenue and profit growth remain high, and profit growth is larger than revenue growth, show the prosperity of the industry; Third, a significant recovery in exports, but import growth exceeded export growth, narrowing the difference between imports and exports.

It is expected that by the year 2015, China's construction machinery industry sales will reach 900 billion RMB, while China's market demand for construction machinery will reach the level of 851 billion RMB.

On October 18, 2010 the State Council issued a "State Council's decision on accelerating the development of strategic new industries", the "Decision" mentioned about the high-end equipment manufacturing industry as "focusing on the development of aviation equipment for main line & branch line aircraft and general purpose aircraft, so as to form a bigger and stronger aviation industry. Promote actively the construction of space infrastructure; promote the development of satellites and their applications. Relying on key projects construction of passenger lines and urban rail transits, develop rail transportation equipment. For the development of marine resources, develop vigorously the marine engineering equipment. Strengthen the capacity of infrastructure facilities, and actively develop intelligent manufacturing equipment with digital, flexible, and system integrated features. To sum up, high-end equipment manufacturing industry includes 5 sub-sectors: aviation equipment manufacturing industry, the satellite industry, rail transport facilities industry, marine engineering and equipment manufacturing industry, and intelligent manufacturing equipment industry.
 


Machinery and Equipment

案例1:韩国某造船企业深度研究
项目背景
造船业属于周期性行业,在金融危机的影响下,世界造船业进入了低迷期。2009 年全球新船订单量仅为1149 万载重吨,还不到2003 年的一半。某造船企业为了摆脱订单持续下滑的局面,计划与该韩国造船企业达成战略合作伙伴关系,委托华然咨询做此企业深度研究项目。                                       
华然解决方案:
华然咨询经过五个月的调查研究,依次从控股公司分析,主要产品,技术研发,订单分析,财务分析与预测,战略布局,政府补贴与政策研究,融资渠道,附属公司分析,竞争对手及SWOT分析,金融危机对企业的影响等十二个层面对该企业进行了详细的阐述并分析。
 
 
 
案例2:EF钢铁企业竞争力研究
项目景背
钢铁行业是国民经济的支柱产业,在整个国民经济和社会安全中扮演着至关重要的角色。数据显示,2010年,全国粗钢产量62665万吨,同比增长9.3%。
EF钢铁企业在激烈的市场竞争中经营不善,连年亏损,公司管理层迫切希望改变这一局面,遂委托华然咨询对EF钢铁企业进行竞争力研究和评估,并对如何提高企业核心竞争力提出可行性建议。
华然解决方案
第一部分,华然咨询分别运用PEST模型和“五力模型”分析了总体环境和产业环境,具体阐释了当今钢铁行业的竞争环境。
第二部分,华然咨询综合了国内外现有竞争力指标确定了EF企业竞争力分析的指标体系,就15项关键指标进行了比较分析。
第三部分,华然运用SWOT模型分析了企业的优势、劣势、机遇和挑战,提出了加强EF钢铁企业竞争力管理的建议。  
 

           

 内部能力

 

 

 

外部因素                          

优势(Strength

劣势(Weakness

1、总部位于韩国,拥有韩国企业最先进的管理经验。

2、通过兼并收购拥有先进造船技术。

3、在中国有先进的造船基地,充分利用中国成本低廉的优势,使得企业的盈利能力大大增强。

12009营业利润,远远低于市场预期。

2、公司现金流紧缩。

32007年以来,净利润逐年下滑,盈利能力不稳定。

机会(Opportunities)

SO

WO

1、韩元贬值将使得韩国造船企业的营业利润有所上升。

2、人民币持续升值,来自中国造船市场的竞争压力减小。

3、韩国各商业银行提供信贷支持。

1、利用韩元贬值的机会,积极拓展国外市场,争取海外出口订单。

2、利用韩国商业银行提供的资金支持,大力巩固其在韩国总部的融资能力,积极获取政府提供的政策支持。

1、利用韩元贬值机会,积极增加出口订单,使净利润能够回升。

2、利用人民币升值的机会,加大对于中国市场的出口量。

3、争取从船东处获取提前付款机会,应对现金流短缺。

风险(Threats

ST

WT

1、全球造船产能正逐步向中国转移,威胁韩国企业的竞争地位。

2、航运不能走出低迷

3、由于船舶的市场价格下跌,公司可能通过折让等方式对船东

进行补偿,将直接影响利润。

4、钢铁等原材料价格大幅波动

1、充分利用中国的成本优势,将其他造船基地的资源进行整合。

2、通过压缩成本的方式,保证公司利润,加大研发力度,使得造船资源被最大程度地利用,提高造船效率。

1、查找利润下降的深层次原因,加强内部管理。

2、加大市场营销力度,避免以折让方式对船东进行补偿来换取订单,从而维持净利润不再下滑。

 
 
案例3:RT企业多元化经营战略
项目背景
RT机电有限责任公司从事工程机械、液压油缸制造等业务,公司实行多元化经营,取得较好的业绩。为了进一步扩展业务范围,2005年以后,公司又实行非相关多元化经营,由于过度投入与自身优势非相关的业务,造成资金分散,竞争力锐减,企业一直处于亏损状态,生产经营举步维艰。 RT机电企业就进行多元化经营时应进入哪些领域,多元化扩张成功的内部条件等问题委托华然咨询为企业做诊断。
华然解决方案
随着我国经济逐步融入世界经济一体化的浪潮,企业面临越来越复杂的竞争环境和越来越强悍的竞争对手,而大多数中、小型企业对市场的应变能力不强,缺乏企业经营管理人员的监督和制约,造成错误决策,盲目投资。
华然咨询首先对机电公司的现状进行分析,包括基本情况的分析、SWOT分析和行业发展的基本情况及市场预测。然后对机电公司运作模式现状及存在的问题进行分析,最后分析了企业的总体战略对企业运作模式的影响,提出了管理流程改进方案及与之配套的组织结构。