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Hyundai Motor Company (HMC)'s Slump in China ? Ambiguous Position of Beijing Hyundai for Generic Business Strategy ?
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논문 기본 정보

Type
Academic journal
Author
Choi ByungHun (공주대학교)
Journal
중국지역학회 중국지역연구 중국지역연구 제8권 제3호 KCI Accredited Journals
Published
2021.8
Pages
153 - 179 (27page)
DOI
doi.org/10.34243/JCAS.8.3.153

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Hyundai Motor Company (HMC)'s Slump in China ? Ambiguous Position of Beijing Hyundai for Generic Business Strategy ?
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Korean makers’ market share for Chinese automobile market has been fallen into a deep slump since 2015. The market share sum of Hyundai Motor Company (HMC) and KIA went down to 3.5% in 2020. This study manages the reason for HMC’s slump in China through the generic business strategy of Beijing Hyundai. Firstly, in order to access the mass production capability of Beijing Hyundai, this study traces thirteen passenger car makers’ sales volume and the domestic market share trend of China from 2011 to 2020. Secondly, the car price ranges of Beijing Hyundai & four Japanese JVs are investigated to check the level of price overlap among sedan & SUV models and the product lineups’ simplification. Thirdly, the product lineups of eleven passenger car makers are analyzed to clarify the Beijing Hyundai’s position from the product differentiation perspective. Finally, to access the EV (PHEV) business performance of HMC in China as another differentiation strategy, the global top 20 EV (PHEV) makers by annual sales volume, and the domestic top 10 makers’ change of China by EV (PHEV) sales stock from 2011 to 2020 are analyzed. As a result, the product differentiation strategy of Beijing Hyundai is not valid any more in China. If considering the limitation of price competitiveness of it, to break away from the ambiguous position between price and product differentiation is top priority of HMC.
#Chinese Automobile Industry #Hyundai Motor Company (HMC) #Beijing Hyundai #Price Competitiveness #Product Differentiation

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References (25)

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최병헌 / 2019 / Strategic Group of Japanese Automobile Industry / 기업경영리뷰 10(2):209~228 dbpia 최병헌 / 2020 / Differentiation Strategy of Japanese Automakers - Alliance Relations of Joint Ventures in China - / 한중사회과학연구 18(1):199~227 dbpia 최병헌 / 2020 / Value Chain of Electric Vehicle(EV) Startups of China －Manufacturing Capability Issue－ / 중국지역연구 7(2):29~59 dbpia 하홍열 / 2010 / 브랜드 개성 구성요인에 관한 실증연구: 중국 자동차 시장에서 현대, 혼다, 토요타의 비교 / 국제지역연구 14(3):549~570 google schola 황현일 / 2018 / GM과 현대자동차의 중국 내 합작 연구소의 기술적 능력에 관한 비교 연구 / 산업노동연구 24(2):367~408 dbpia

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