【摘要】：伴隨著經(jīng)濟(jì)全球化的不斷發(fā)展以及跨國公司競爭環(huán)境的逐步變化,世界知名跨國公司正在大力推行本土化戰(zhàn)略。行之有效的海外本土化經(jīng)營,能夠使跨國企業(yè)將當(dāng)?shù)刭Y源充分利用,以便于自己的迅速發(fā)展,并且降低跨國經(jīng)營的風(fēng)險,從而提高本企業(yè)的國際競爭力和在海外的持續(xù)發(fā)展能力,最終實現(xiàn)海外投資利益的最大化。本土化戰(zhàn)略已成為跨國巨頭們實施其全球戰(zhàn)略而采取的必要的、核心戰(zhàn)略之一,成為當(dāng)前跨國公司發(fā)展的主要趨勢。 近年來,隨著中國經(jīng)濟(jì)的騰飛,家電行業(yè)已經(jīng)成為發(fā)展最為迅猛的行業(yè)之一。在家電企業(yè)擴(kuò)張的過程中,國內(nèi)的市場逐漸飽和,大企業(yè)漸漸地把目光轉(zhuǎn)向國外市場。我國家電企業(yè)國際化運(yùn)營的過程中,很多企業(yè)采取了在海外合資建廠并且在當(dāng)?shù)亟⒎止镜缺就粱倪\(yùn)營措施,但是隨之出現(xiàn)了一系列的問題,影響企業(yè)的跨國經(jīng)營本土化的步伐。隨著國際化進(jìn)程的不斷推進(jìn),分析找出家電企業(yè)海外經(jīng)營本土化的問題并提出對策,是當(dāng)前我國家電企業(yè)提升國際競爭力的首要任務(wù)。 本文從企業(yè)跨國經(jīng)營進(jìn)行分析,從本土化的理論依據(jù)入手,采用理論研究與案例分析相結(jié)合的方式運(yùn)用了文獻(xiàn)研究法、歸納法、專家訪談法等研究方法,找出海信集團(tuán)在跨國經(jīng)營本土化中的關(guān)鍵制約因素和存在的問題,通過借鑒海爾集團(tuán)以及索尼公司跨國經(jīng)營的經(jīng)驗,得出海信集團(tuán)跨國經(jīng)營的優(yōu)化策略,并指出一條適合中國家電企業(yè)跨國經(jīng)營本土化的道路,為我國企業(yè)在海外投資發(fā)展提供了指引。本文第一部分介紹了研究背景及意義,對相關(guān)文獻(xiàn)進(jìn)行綜述以及對概念的界定;第二部分介紹了跨國經(jīng)營的相關(guān)理論；第三部分梳理了海信集團(tuán)跨國經(jīng)營發(fā)展現(xiàn)狀及問題；第四部分介紹了2個家電巨頭跨國經(jīng)營本土化的經(jīng)典案例,為海信集團(tuán)的海外發(fā)展提供啟示與借鑒；第五部分提出海信集團(tuán)跨國經(jīng)營本土化的建議。第六部分是結(jié)論。
[Abstract]:With the continuous development of economic globalization and the gradual change of the competition environment of transnational corporations, famous multinational corporations in the world are vigorously implementing the localization strategy. Effective overseas localization can enable multinational enterprises to make full use of local resources in order to facilitate their rapid development and reduce the risks of transnational operations. In order to improve the international competitiveness of the enterprise and the ability of sustainable development overseas, and ultimately maximize the benefits of overseas investment. The localization strategy has become a necessary and core strategy for the multinational corporations to carry out their global strategy, and has become the main trend of the development of transnational corporations. In recent years, with the rapid development of Chinese economy, home appliance industry has become one of the fastest-growing industries. In the process of household appliance enterprise expansion, the domestic market is gradually saturated, and the large enterprises gradually turn their attention to the foreign market. In the process of internationalizing the operation of Chinese household appliance enterprises, many enterprises have adopted local operation measures such as building factories in overseas joint ventures and setting up branches in local areas, but a series of problems have arisen. Influence the pace of localization of transnational management of enterprises. With the development of internationalization, it is the most important task to analyze and find out the localization of home appliance enterprises' overseas management and put forward countermeasures. Based on the analysis of transnational management of enterprises and the theoretical basis of localization, this paper uses the methods of literature research, induction, expert interview and so on by combining theoretical research with case analysis. Find out the key restricting factors and existing problems of Hisense Group in the localization of transnational operation, draw lessons from the experience of Haier Group and Sony Corporation, and obtain the optimization strategy of the multinational operation of Hisense Group. It also points out a suitable way for Chinese household appliance enterprises to operate locally and provides guidance for Chinese enterprises to invest and develop overseas. The first part of this paper introduces the background and significance of the research, reviews the relevant literature and the definition of the concept; the second part introduces the relevant theories of transnational management; the third part combs the current situation and problems of the development of Hisense Group transnational operation; The fourth part introduces the classic cases of two appliance giants' transnational operation localization, which provides inspiration and reference for the overseas development of Hisense Group. The fifth part puts forward the suggestions of Hisense Group's multinational operation localization. The sixth part is the conclusion.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272.3;F426.6

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