汽车专业毕业设计翻译中英文(全)thesocialeconomicandenvironmentalimpactsoftradeliberalizat

1、China-USA Business Review, ISSN 1537-1514USA-China Business Review(Journal),lnc.,USAJan.2004Volume 3, No.1 (Serial No.7)Analysis of the Inefficient Consumer Surplus ofChinese Domestically Produced CarsHeyi ng Deng Sta n Glase Hong YuAbstract: The theoretical foundation of this thesis is the extended

2、 Value-Added theoryValue-Creatingtheory. The con clusi on the author gets is that Chin ese domestically produced cars are lack of the ability to create bigger con sumer surplus. The author studies the reas ons caused these weak nesses, the n egative effects caused by this problem and gives suggesti

3、ons on how to enhance con sumer surplus for Chin ese domestically produced cars, gives the manufacturer s surplus kept guaranteed.Key words: domestically produced carsconsumer surplus value creating theory1. Main theories used in this article1) Value creating theoryAccording to the Value creating th

4、eory, if a firm wants to gain the competitive advantage over his competitors, it should do better tha n the latter in creat ing value. Created value is equal to con sumer perceptible value (B) minus manu facturer cost (C). Perceptible value, the product contained is a value that recog ni zed by the

5、con sumer. Whe n some one purchase a product, the price (P) that con sumer paid for must be lower tha n the perceptible value. The differenee is called consumer surplus (B -P). When purchasing goods, consumers2 will choose the one with the biggest consumer surplus. Owing to this, manufacturers need

6、to bring the satisfactory consumer surplus to consumers. The created value must be distributed between consumers and the manufacturers. The manufacturer profit (P -C) represents the value that the manufacturer has made from the created value. The profit gained by the manufacturer is depended on the

7、price (P) as well as the consumer surplus owned by the consumer, given the same B and C. It is obviously, if the manu facturer makes n egative value, it could not survive in the bus in ess area.2) The value chain analysis methodThe value chain analysis method, as an important method on analyzing the

8、 competitive power and weak nesses of a bus in ess or in dustry, is based on the value creati ng theory. The fun cti on of value cha in an alysis method is to gain the satisfactory con sumer surplus and profitable manu facturer surplus by an alyz ing the value of various bus in ess activities. What

9、the manu facturer n eeds to do is to make sure that they have eno ugh profits asHeying Deng(1974.2-), female, Ph. D, visiting scholar of University of Western Sydney, Australia and lecturer of Management School of Shengyang University of Technology. Her study field is customer loyalty and shareholde

10、r equity. Mailing Address: Management College, Shengyang University of Technology, 110023; Current address: Sydney Graduate School of Management, Post Box 6145, Parramatta Delivery Centre, NSW 2150, Australia Email: ;Stan Glaser,professor of Sydney Graduate School of Management,

11、Post Box 6145,Parramatta Delivery Centre,NSW 2150,Australia Hong Yu, female, Ph. D candidate of Northeast University of Finance and Economics.43Analysis of the Inefficient Consumer Surplus of China s Domestically Produced Carswell as in crease the con sumer perceptible value. This theory deepe ned t

12、he traditi onal in dustry value-added theory. This value cha in an alysis has in creased the an alysis scope of value-added theory, which begi ns from supplier (purchase) to the end with customer paid (sales), and extended the latter to the customer s feeling, in which way it has met the moder n bus

13、 in ess man ageme nt requireme nt.2. Study object of this articleIn 1998 the whole car manufacturer made up 80% of the total output value in the Chinese automobile industry. It is the majority of output value in the automobile industry. My research area is the whole car manu facture sessi on, which

14、is at end of the value cha in of the automobile in dustry. The own ership structures of these en terprises in cludes SOEs such as No 1 automobile manufactory, collective factories, such as Geely Holdi ng Group and the Sino-foreign joint ventures, which China holds the majority of company shares. In

15、comparison with the same manufacturers either in Chin ese domestic or global market, give n the manu facturer surplus guara nteed, intern ati onal competitive power reflects in the degree of the con sumer surplus. This article reflects the Chin ese automobile intern ati onal competitive ability main

16、ly through the in dex of con sumer surplus. We use in dustry value chain method to divide our study area; nevertheless we use enterprise values chain method to make detail analysis.3. The analysis of inefficient consumer surplus of domestically produced cars1) The consumer perceptible value (B)First

17、, the foreign cars don t have tar肝 barrier. The price is very low and the credit system has matured. Car isthe importa nt equipme nt in p eople s life. The sec on dha nd car market is very active. It has pushed the consuming of the new car. I n China, the sec on dha nd car market caused in formati o

18、n asymmetry due to the seller honest (credit reputation) issue. The bad quality cars have driven the premium quality cars out of the market. This situation is very serious. Second, there is a big gap in the road traffic condition between China and overseas. Fin ally, the Chin ese automobile service

19、is falle n beh ind the requireme nt. There is no sta ndard in the sales marketi ng system. Apart from imported, curre ntly Chin esedomestic automobile products is copy in g. It has n tthe independent development ability. They don t have their own model. For example, among tens of car modelsmanufactu

20、red by the top eight automobile manufacturers in China, only two models are purely “ Chinese desig ned ” . All others are imported car models. After ten years of hard work, the tech no logy in Chi n ese whole car manu facture in dustry has largely improved. But the products both of the tech nical an

21、d manufactory tech no logy are behind the international leading levels. All these have reduced the consumer perceptible value.2) Price of the car (P)The annual in come of Chin ese people is on ly 1/10 of America n. The automobile price in China is twice of the US before entering the WTO. The reason

22、is due to the tariff and non-tariff protection in the automobile in dustry, which has made the Chin ese automobile price much higher tha n the same class products sold overseas. This policy worked during the automobile industry development period, however, its negative effect can be n eglected. The

23、super profit produced by the excessive protect ion has worsed the automobile in dustry structure and stimulated the smuggling activities, which has caused the government loss seriously in tax revenue. Some automobile corporati ons totally rely on the gover nment policy protect ion and are lack of th

24、e con cept of competiti on and the competitive ability.3) Cost (C) and efficiencyThe scale of Chinese domestic automobile industry is small. The inefficient productivity and irrational industry structure have led to the high cost to manufacture a whole car. Automobile industry is typical mass produc

25、t ion in dustry. The scale and efficie ncy are the obvious characteristics of this in dustry. The annual produced cars in Chin ese No 1, No 2 and Sha nghai automobile man ufacturers were 289,000, 236,000 and 191,000 in 1998 respectively, the sum producti on of which is equivale nt to 7.4% of that of

26、 Japa nese three biggest automobile manufacturers. The figure of Chinese manufactories that can produce the whole car is 126, which ranked No 1 in the world and bigger tha n the sum of all the other coun tries. Compari ng with that their product ion qua ntity is only 1/50 of the whole world. Besides

27、 the econo mic scale the labor productivity is ano ther factor reflects the market competitive ability of a corporati on as well as an in dustry .In 1997, the output per worker is 2.5 con trasti ng with 40-60 in Japan, and 20-40 in America and Europe. Even though China has the strength in labor, the

28、 cost of domestically produced cars in China is still high based on the manufacture scale and efficie ncy.Data from Chinese automobile industry year book ” (2000), P315 showed, by the yearbook, the lowest optimum product ion scale for automobile manu facturi ng is 300,000 un its per year. We can con

29、 clude from table 1, that there are 12 manu facturers whose product ion are over 50,000, but unfortun ately by the year 1999, none of those were above 300,000. Although things are getting better now, there is still a gap when comparing with the foreig n automobile manu facturers.4) Conclusion of the

30、 whole part 3Based on all the analysis of part 3, we can give the following conclusion. The consumer surplus (B-P) is relatively small because of the perceptible value of the con sumer of domestically produced cars is low, whereas the price of the China domestically produced cars is comparatively hi

31、gh. Meanwhile, even though the manu facture cost is higher tha n the foreig n competitors, because of the tariff protect ion, the Chin ese domestic manufacturers can maintain the higher manufacturer surplus (P-C) in a certain period. Along with the deepening of in volvi ng with WTO, such adva ntage

32、becomes the factors that caused Chin ese domestic automobile in dustry lack of international competitive ability. It is particularly shown in the following points.4. Negative effects caused by the inefficieaib sumerssurplus of domestically produced cars1) Risk of losing market share in domestic Chin

33、aAfter 1995 the imported cars market share jump dramatically for the quickly increasing number of the Sino-foreig n joint -/en tures in Chin ese domestic and the gover nment si ndustry protect ion policy. After en teri ng WTO, the market will determine the price, and consumers will choose the one th

34、at have the highest B. The following chart is used to analyze the market share of both the imported cars and the domestically produced cars given the prices are the same whilst there is a difference between B.Based on the an alysis of the former part, we have draw n the con clusi on that the domesti

35、cally produced cars contain less B whe n con trast ing with the imported on es.2) Increasing of the amount of imported carsThe amount of car imported occupies a big share of the total imported automobiles of China. We can see from the data: of Sohu automobile ” and the picture is reedited by the aut

36、hor, that the trend of imported automobile is greatly affected by the imported cars.5. The solution to increase consumer surplus of Chinese domestically produced cars given the manufacturer surplus keeping the sameWhat the automobile manufactory wants is the manu facturer surplus, which is the profi

37、t that men ti oned inthe usual value-added theory. The degree of the manu facturer surplus that the bus in ess got in the end hin ged on 3 factors: the con sumer perceptible value, price and the cost.Except cost (C) is greatly lower than that of the competitor s, it is almost impossible to keep the

38、higher,the same, consumer surplus (B-P) and create the higher, at least the same, manufacturer surplus (P-C) when B (consumer perceptible value) maintains in the same level as the competitor or lower than the competitor will not be discussed here. When discussing B is higher than that of the competi

39、tor, there are 2 situations of cost (C): cost(C) is lower or equal to the same type product; Although the cost (C) is higher tha n the same type of product in the competitor, the level of cost(C) that higher than the same type of product in the competitor is smaller than the level that the B is high

40、er than the level of the same product in the competitor. The manufacturer has the flexibility to set the price in this situation, as well as in the first one. In both these situations the manufacture can create bigger con sumer surplus while maintaining the higher manu facturer surplus tha n the sam

41、e competitor. Thus the con sumer group is maintain ed. The bus in ess with the loyalty con sumer group is the bus in ess that has the most intern ati onal competitive ability. The con sumer perceptible value of the same product may be differe nt depe nds on in dividual con sumer. I n such circumsta

42、nces, the bus in ess n eeds to segme nt the con sumer market and scie ntifically study the con sumer behavior. For the perceptible factors that can in flue nee the con sumer, they n eed to use differe nt weighted in dex. The bus in ess can create higher con sumer surplus un der the curre nt resource

43、s. This study focuses on the domestic market. When study ing the Chin ese con sumer behaviors, the Chin ese automobile manufacture competitor has bigger adva ntage tha n the intern ati onal automobile manufacture competitor. To in crease the con sumer surplus, it n eeds to work from both the con sum

44、er perceptible value and cost.1) By increasing domestically produced car consumer perceptible value to increase the consumer surplusWhen mai ntai ning the same manu facturer surplus or minor cha nges, the effective way to win loyalty customer is to create higher consumer surplus than the competitor.

45、 At the meantime, we also need to consider the customer value cha in. When purchas ing goods, customers not only spe nd mon ey, they also spe nd en ergy, physical labor and time. If the con sumer fells the satisfacti on of give away value, they will make the purchase decisi on. To in crease the Chin

46、 ese automobile manufacture in dustry con sumer perceptible value, the suggesti ons are listed as follows:Improve the functionThe Chin ese automobile manu facture in dustry mai nly imported the adva need tech no logy from overseas. It isin a vicious circle toortedimplt beh ind -imported aga in -felt

47、 beh ind aga in ” and “ rely (on the importedtech no logy) more, the n will be less competitive ability. They must develop their own tech no logy if they genuin ely want to be in the international competition. China should study the experiences from Japan and Korea to develop their way by comb ining

48、 in depe ndent developme nt and imported tech no logy. They n eed to produce the product that meets the Chin ese con sumer n eeds.Improve the after-sale servicesOver all, the after-sale services of the domestically produced cars can Compare the service with foreign manufacturer. It is possible to se

49、t up the service centers nationalwide. This is one of the strengthsthat the Chinese manu facturers have. Most of the con sumers will purchase a no rmal brand n ame with warra ntee not the well-k nown brand n ame without any after sales service .In the area with good credit system, this is the reas o

50、n why so many people would rather pay for higher price for the product that comes with good services than the similar product (in a lower price) and consumer will refuse purchasing the goods from non-official channel with lower price and no quality warrantee.Increasing the brand name value of the ca

51、rThere is almost no Chin ese brand n ame among Chin ese domestic automobile. The brand n ames of most of the cars in China are from overseas. A car to most of the Chinese consumers is very practical. Certainly few people would use the car to show off their status. In the point view of the writer, it

52、 is impossible for China automobile manufacture industry to produce the car with their own brand name in a short period compared with the intern ati onal well-k nown brand n ames. The importa nt thing to do is to positi on its own product. To produce certain brand name to represent certain features.

53、 Most of the Japanese cars feature on light, small and saving en ergy. The Germa ny and French cars show their high-class image and gen tleme n style as the stre ngth.Design the car model to meet consumer requirementThe user n eeds in China differ tha n the wester n coun try. The car n eeds to be pr

54、actical. Then the aesthetic sense of the car will be n aturally show n.2 ) By cutting the cost to increase the consumer surplusAfter China entering WTO, it became very difficult for Chinese domestic automobile manufacturer to maintain higher manufacturer surplus than foreigner without the high tarif

55、f barrier protection. The domestic manu facture in dustry n eeds to work on cutt ing the cost to gain higher manu facturer surplus rather tha n sell the cars in a high price to in crease the con sumer surplus as well as guara ntee the manu facturer surplus.The workable way is to use value cha in an

56、alysis method. The bus in ess is the cen ter of all kinds of in terrelated activities. We can an alysis the cost of in dividual activity. The costs and its releva nt activities are lin ked together. It in cludes:Internal value chain analysisThis is not only pay ing atte ntio n to the product ion pro

57、cess but also the works before and after. We n eed to find out their internal lin kage to achieve the target to reduce product cost. For example, the labor cost is 6%-10% of the car price, according to the Chinese public data. It seems there is litter potential to cut cost in this point. What is imp

58、ortant is the top managers &n job consuming ” problem, which need to be prohibited in order to cut the cost, especially in China sSOEs.External value chain analysisThis means the analyzing the relations between supplier and customer. Suppliers not only provide the bus in ess with the product or serv

59、ice in the value cha in, but also in flue nee the bus in ess in other ways. For in sta nee, the supplier delivery goods freque ntly that can reduce the bus in ess inven tory level. For cars, the main raw material is steel, glass, rubber and plastic, among which the steel cost will take about 70%. All these cost of raw material are fixed, the factor of steel price play a