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國立政治大學商學院國際經營管理英語 碩士學位學程 International MBA Program College of Commerce National Chengchi University

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國立政治大學商學院國際經營管理英語 碩士學位學程 International MBA Program College of Commerce National Chengchi University 國立政治大學商學院國際經營管理英語 碩士學位學程 International MBA Program College of Commerce National Chengchi University 碩士論文治 政 大 立Master’s Thesis 學 國 ‧ ‧ 中國汽車產業的發展：從上海福斯汽車的案例來分析國N a y t t i 際合資i 企業的成功因素 s o r n e Development of the Chinesea Automobile Industry:i v Analysis of l C n hengchi U success factors for International Joint Ventures at the example of SVW Student: Martina Sabrina Maria Teumer Advisor: Professor Tse- Kang Leng 中華民國一〇五年六月 June 2016 中國汽車產業的發展：從上海福斯汽車的案例來分 析國際合資企業的成功因素 Development of the Chinese Automobile Industry: Analysis of success factors for International Joint Ventures at the example of SVW 研究生：杜娣娜 Student: Martina Sabrina Maria Teumer 治 指導教授：冷則剛 政Advisor: Professor大 Tse- Kang Leng 立 學 國立政治大學 國 商學院國際經營管理英語碩士學位學程 ‧ 碩士論文 ‧ N a y t t i i s o A Thesis r n e a v Submittedl to International MBA Programi Ch Un National Chengchiengc hUniversityi in partial fulfillment of the Requirements for the degree of Master in Business Administration 中華民國一〇五年六月 June 2016 Acknowledgements To my mum and my dad, who always supported me in everything I did, who always believed in me and will always be the ones I look up to. Without your love, support and encouragement I would not be able to write this today. To my sister Stefanie and my brother Yannick, because they know me and still love me. To my Taiwanese Family, 張正宜, 李文傑, 李昶鴻 and especially Cynthia 李立婷. Thank you for 治 welcoming me into your family with such政 open arms and showing大 me the beauty of Taiwan, the Taiwanese culture and language. 立 學 To my friends, all over the 國world, who accompanied and stayed with me throughout this constant back and forth between Germany and Taiwan. A very special thanks to my dear friends Fani Jasmine ‧ Bahar and Saskia Drechsel. You know why. ‧ N a y Stefanie Buchert, Charlotte Reith and Emily Huang, thank you for making thist double degree program t i i s possible and through this enabledo me to have this great experience. r n e a i v l C n Professor Samuel Chen and Li-chi, thankh eyoun gforc alwayshi U going out of your way to make the impossible possible. Professor Tse- Kang Leng, thank you for your support in this project and enabling me to write about what is my passion. To everyone in the IMBA program, this program is so amazing because of its people, because of you. At last, I would like to express my thankfulness to the DAAD. Thank you for granting me a scholarship and through this making participating in this program so much easier. i Abstract Development of the Chinese Automobile Industry: Analysis of success factors for International Joint Ventures at the example of SVW By Martina Sabrina Maria Teumer The Chinese Market is the fastest growing market in the world. Especially in the car industry, where most countries are already saturated, in China the number of cars per person is still increasing, which makes it even more interesting. Many foreign companies have tried to enter the Chinese market in order to get a share of the profit. In the Automotive sectors,治 foreign companies that want to enter into 政 大 China need to do this through a Join立 Venture (JV) together with a Chinese company. Often, these JVs fail, due to different reasons. However, Shanghai Volkswagen, 學the JV between the German Volkswagen AG (VW) and the Chinese Shanghai Automotive Industry Corporation (SAIC) company, 國 which was founded as early as 1985, is one of the very few successful, if not the most successful ‧ international JV in the Chinese automotive market. ‧ This paper tries to identifyN the main reasons for success of the German –Chinese JV, of which a y intercultural sensitivity, mutual respect for the other sides’ way of doing business,t the willingness to t i commit long-term and with a ihigho investment, were the main results. s n r Even though many of the factors area mainly concerned with the environmente as it was in 1985, some l i v of the factors can still be a point of orientation C for companies whon want to enter the Chinese market hen hi U at this point of time. gc Keywords: JV, China, Automobile Industry, Germany, VW ii TABLE OF CONTENT 1 Chinas Automobile Industry: International Joint Ventures ................................................... 1 2 The Automobile Industry in China ............................................................................................ 2 2.1 Development ........................................................................................................................... 2 2.2 Overview: The Chinese Automobile Industry today .......................................................... 5 3 International JVs in the automobile Industry .......................................................................... 7 3.1 Why the Chinese government opened up the market ........................................................ 7 3.2 Why the foreign companies were eager to enter the market ............................................. 8 3.3 Problems ................................................................治 ................................................................. 9 政 大 3.4 Conditions ................................立 .............................................................................................. 9 4 A Chinese company: SAIC ................................................................學 ....................................... 13 4.1 Chinese Work Culture國 ........................................................................................................ 13 4.2 Development of SAIC .......................................................................................................... 15 ‧ 5 International JV partner ........................................................................................................... 18 ‧ N 6 A German company: VWa .........................................................................................................y 19 t t i 6.1 German Culture in comparisoni to the Chinese ................................s ................................ 19 o r 6.2 Development of VW ................................n ................................e............................................ 23 a v l i 7 The SAIC/ VW JV: SVW ................................................................C n .......................................... 25 hen chi U 7.1 Development ................................................................g ......................................................... 26 7.2 Knowledge Transfer ............................................................................................................ 27 7.2.1 Technical Knowledge.................................................................................................... 27 7.2.2 Employee Training ....................................................................................................... 30 7.2.3 Management Training .................................................................................................. 30 7.3 Relationship to the Chinese Government .......................................................................... 32 7.4 Relationship with the German Parent Company ............................................................. 34 7.5 Relationship with the German Government ..................................................................... 35 7.6 Forex ..................................................................................................................................... 37 7.7 Localization .......................................................................................................................... 38 7.8 Current Status ..................................................................................................................... 41 iii 8 Other Joint Ventures ................................................................................................................. 43 8.1 SAIC and GM ...................................................................................................................... 43 8.2 VW today .............................................................................................................................. 44 9 Conclusion .................................................................................................................................. 45 10 Reference .................................................................................................................................... 48 治 政 大 立 學 國 ‧ ‧ N a y t t i i s o r n e a i v l C n hengchi U iv List of Figures and Tables Figure 1 Automobile Industry Development in China (1980 – 1998) .................................................. 4 Figure 2 Hongqi Limousine CA772T ................................................................................................................ 15 Figure 3 Shanghai SH760 ..................................................................................................................................... 16 Figure 4 Hofstede comparison of China and Germany .............................................................................. 22 Figure 5 The first VW produced in China ...................................................................................................... 26 Figure 6 VW Santana .............................................................................................................................................. 27 Figure 7 Audi, 100 ..................................................................................................................................................
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