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首页> 外文期刊>International Journal of Automotive Technology and Management >Defining mega-platform strategies: the potential impacts of dynamic competition in China
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Defining mega-platform strategies: the potential impacts of dynamic competition in China

机译：定义MEGA平台策略：动态竞争在中国的潜在影响

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摘要

At the beginning of the 21st century, automotive markets in Brazil, Russia, India and China (BRIC) continued to expand. Compared with declines in the Indian, Russian and Brazilian markets, the Chinese market's steady expansion showed the impact of the country's internal growth and rapid structural market changes. By focusing on the strategic changes of local Chinese automakers, we analyse the potential impacts of mega-platform strategies by shedding light on the challenges faced by local Chinese automakers. We find that ongoing competition for growing diversity of new models is the real reason many Chinese local automakers have strategically shifted to a mega-platform strategy, particularly after Volkswagen launched Modularer Querbaukasten (MQB) production in China. Furthermore, such strategic motives of local Chinese automakers might impact incipient product architecture-defining competition taking place among global leading automakers, such as Nissan's Common Module Family (CMF), Mazda's common architecture (CA) and Toyota's Toyota New Global Architecture (TNGA), which globally expands Volkswagen's MQB.
机译：在21世纪初，巴西，俄罗斯，印度和中国（Bric）的汽车市场继续扩大。与印度，俄罗斯和巴西市场的下降相比，中国市场的稳定扩张表明该国的内部增长和快速结构市场变化的影响。通过专注于当地中国汽车制造商的战略变革，我们通过对当地中国汽车制造商面临的挑战来分析MEGA平台策略的潜在影响。我们发现正在进行的竞争日益增长的新模式是许多中国本地汽车制造商在大众平台战略中战略转移到大众平台战略的真正原因，特别是在大众汽车推出了中国的Modularer Querbaukasten（MQB）生产之后。此外，当地中国汽车制造商的这种战略动机可能影响全球领先的汽车制造商中的初始产品架构定义竞争，例如日产共模家庭（CMF），马自达的共同建筑（CA）和丰田丰田新的全球建筑（TNGA），全球扩展大众的MQB。

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