發(fā)布時間：2018-03-03 05:02

  本文選題：家電企業(yè)　切入點：自主品牌　出處：《山東大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：在全球經(jīng)濟一體化趨勢不斷加強的背景下,世界范圍內(nèi)企業(yè)競爭的格局和模式也在不斷發(fā)生變化,其中,品牌國際化就是一大趨勢。在產(chǎn)品和服務(wù)日趨同質(zhì)化的今天,企業(yè)競爭已逐步演變?yōu)槠放频母偁?品牌對于企業(yè)的生存與發(fā)展以及國際化經(jīng)營有著十分重要的作用。 中國雖然是制造大國,卻不是品牌大國,到目前為止,我國還沒有真正意義上為世界所認(rèn)可的國際品牌。中國企業(yè)在經(jīng)營過程中,對品牌建設(shè)沒有引起足夠的重視,導(dǎo)致中國的產(chǎn)品能夠通過貼牌生產(chǎn)銷往世界各地,自主品牌卻難以打開國外市場。要想在新的形勢下生存和發(fā)展,就必須努力改變中國產(chǎn)品的形象,樹立中國品牌在國際上的地位,品牌國際化已經(jīng)成為中國企業(yè)在經(jīng)濟全球化條件下的必然選擇。 家電行業(yè)是我國發(fā)展較為成熟的行業(yè)之一,也是我國制造業(yè)中具有較強競爭力的產(chǎn)業(yè)。改革開放以來,激烈的國內(nèi)市場競爭造就了一批頗具規(guī)模和影響力的中國家電品牌,它們在積極搶占國內(nèi)市場的同時,開始揚帆起航到海外市場開疆拓土,尋求新的發(fā)展空間。然而,我國家電企業(yè)的品牌建設(shè)水平與國際知名家電品牌還有很大的差距,品牌附加值較低,產(chǎn)品同質(zhì)化現(xiàn)象嚴(yán)重。在歐美主流家電市場上,我國家電品牌的競爭力還很弱,出口以貼牌加工中低端產(chǎn)品為主,自主品牌的海外市場占有率很低。在國際化進(jìn)程中,如何抓住機遇,推動品牌國際化,使中國家電品牌更多地為世界所認(rèn)可接受,是我國家電企業(yè)必須應(yīng)對的挑戰(zhàn)。 中國家用電器協(xié)會發(fā)布的《家用電器工業(yè)“十二五”家電發(fā)展規(guī)劃的建議》明確指出,“十二五”期間我國要發(fā)展5個左右具有綜合競爭實力的國際化家電集團,3-5個國際知名品牌。因此,對我國家電企業(yè)的品牌國際化問題的研究具有一定的現(xiàn)實意義。本文在國內(nèi)外學(xué)者相關(guān)研究成果的基礎(chǔ)上,采用定性與定量分析相結(jié)合的方法,對我國家電企業(yè)的品牌國際化問題進(jìn)行分析。 論文主體共分為五個部分：第一部分,介紹了我國家電企業(yè)品牌國際化問題的研究背景與研究意義、國內(nèi)外相關(guān)研究綜述以及論文的研究方法與內(nèi)容；第二部分,首先分析了中國家電行業(yè)的發(fā)展現(xiàn)狀,然后對我國主要家電企業(yè)的品牌國際化進(jìn)展以及與國際知名家電品牌存在的差距進(jìn)行分析；第三部分,利用SWOT分析模型對我國家電企業(yè)品牌國際化所面臨的外部機遇與威脅以及自身優(yōu)勢與劣勢進(jìn)行分析：第四部分，分析了韓國三星品牌的發(fā)展現(xiàn)狀及其品牌國際化的成功經(jīng)驗：第五部分，，針對我國家電企業(yè)品牌國際化面臨的機遇與挑戰(zhàn),以及自身優(yōu)劣勢,通過借鑒三星的品牌國際化經(jīng)驗，從企業(yè)和政府兩個層面提出了我國家電企業(yè)品牌國際化的相關(guān)建議。
[Abstract]:Under the background of global economic integration, the pattern and mode of enterprise competition in the world are also changing, among which, brand internationalization is a major trend. Today, the products and services are becoming more and more homogeneous. Enterprise competition has gradually evolved into brand competition. Brand plays a very important role in the survival and development of enterprises and international management. Although China is a big manufacturing country, it is not a big brand country. So far, China has not really recognized the international brand in the sense of the world. Chinese enterprises have not paid enough attention to brand construction in the course of operation. As a result, Chinese products can be sold to all parts of the world through label production, but it is difficult for independent brands to open up foreign markets. In order to survive and develop under the new situation, efforts must be made to change the image of Chinese products. To establish the status of Chinese brand in the world, brand internationalization has become the inevitable choice of Chinese enterprises under the condition of economic globalization. Home appliance industry is one of the more mature industries in our country, and it is also a strong competitive industry in our manufacturing industry. Since the reform and opening up, fierce competition in the domestic market has created a number of Chinese household appliance brands with considerable scale and influence. While they are actively grabbing the domestic market, they begin to sail to overseas markets to explore new areas for development. However, there is still a big gap between the level of brand building of Chinese home appliance enterprises and that of international well-known home appliance brands. Brand added value is low, product homogenization phenomenon is serious. In the mainstream home appliance market in Europe and America, the competitiveness of our home appliance brand is still very weak. In the process of internationalization, how to seize the opportunity to promote the brand internationalization and make the Chinese household appliance brand more accepted by the world is the challenge that our home appliance enterprises must face. The proposal issued by China Home Appliances Association for the "Twelfth Five-Year Plan" of Home Appliances Industry clearly points out that during the 12th Five-Year Plan period, China will develop about five internationalized household appliances groups with comprehensive competitive strength. There are 3-5 international famous brands. It is of practical significance to study the brand internationalization of household appliance enterprises in China. Based on the research results of domestic and foreign scholars, this paper adopts the method of combining qualitative and quantitative analysis. This paper analyzes the brand internationalization of Chinese household appliance enterprises. The main body of the thesis is divided into five parts: the first part introduces the research background and significance of the brand internationalization of the household appliance enterprises in our country, the domestic and foreign related research summary, the research method and the content of the thesis; the second part, First of all, it analyzes the current situation of the development of Chinese household appliance industry, and then analyzes the international progress of the major household appliance enterprises in China and the gap with the international well-known household appliance brands; the third part, Using SWOT analysis model, this paper analyzes the external opportunities and threats, advantages and disadvantages faced by the brand internationalization of Chinese household appliance enterprises: part 4th, This paper analyzes the current situation of Samsung brand in South Korea and its successful experience in brand internationalization: part 5th, aiming at the opportunities and challenges facing the brand internationalization of Chinese household electrical appliance enterprises, and its own advantages and disadvantages, the author draws lessons from Samsung's brand internationalization experience. This paper puts forward some suggestions on brand internationalization of household appliance enterprises in China from two aspects: enterprise and government.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

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本文編號：1559619