【摘要】：本文以我國(guó)家電行業(yè)為研究對(duì)象，，對(duì)其國(guó)際化戰(zhàn)略進(jìn)行了較系統(tǒng)的分析與研究。 文章首先討論了選題背景及研究意義。在經(jīng)濟(jì)全球化的環(huán)境下,我國(guó)加入WTO以后,融入國(guó)際經(jīng)濟(jì)體系的程度進(jìn)一步加深。中國(guó)家電業(yè)也同樣逐漸把目光定位在國(guó)外市場(chǎng)，進(jìn)一步尋求國(guó)際化成長(zhǎng)。對(duì)中國(guó)家電企業(yè)的國(guó)際化經(jīng)營(yíng)做研究，特別是研究國(guó)際化戰(zhàn)略，是非常有實(shí)踐價(jià)值的。 其后本文闡述了中國(guó)家電行業(yè)國(guó)際化研究現(xiàn)狀、論文的總體思路和結(jié)構(gòu)安排以及研究方法與技術(shù)路線，為下面的研究做準(zhǔn)備。在闡述我國(guó)家電行業(yè)國(guó)際化基本情況的基礎(chǔ)上，探討了國(guó)際化動(dòng)因，發(fā)現(xiàn)動(dòng)因包括尋求國(guó)外市場(chǎng)的擴(kuò)張目的、經(jīng)營(yíng)擴(kuò)大國(guó)際資源渠道、尋求經(jīng)營(yíng)效益和高效率等方面因素。論文還在宏觀及微觀方面分析我國(guó)家電行業(yè)進(jìn)行國(guó)際化的環(huán)境，企業(yè)宏觀環(huán)境包括政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境和技術(shù)環(huán)境等，微觀環(huán)境包括競(jìng)爭(zhēng)者、替代品、消費(fèi)者、供應(yīng)商和中間商。之后，對(duì)我國(guó)家電行業(yè)國(guó)際化做出SWOT分析，結(jié)論如下：優(yōu)勢(shì)方面，我國(guó)家電企業(yè)具有成本優(yōu)勢(shì)、規(guī)模優(yōu)勢(shì)等；劣勢(shì)方面，行業(yè)技術(shù)水平較低、國(guó)際化程度也很低；機(jī)會(huì)方面，競(jìng)爭(zhēng)的加劇有助于我國(guó)家電業(yè)走國(guó)際化道路，而且有利于技術(shù)層面的進(jìn)步，加快產(chǎn)品升級(jí)換代；威脅方面，隨著市場(chǎng)開發(fā)，中國(guó)家電企業(yè)要面臨更殘酷的競(jìng)爭(zhēng)，同時(shí)，我國(guó)家電企業(yè)技術(shù)創(chuàng)新能力較弱，出口過(guò)程中易受技術(shù)壁壘限制。 本文接著設(shè)計(jì)了我國(guó)家電行業(yè)國(guó)際化戰(zhàn)略選擇的基本模型，包括進(jìn)入戰(zhàn)略及市場(chǎng)成長(zhǎng)戰(zhàn)略。作為本論文的主體部分,本文對(duì)戰(zhàn)略選擇影響因素進(jìn)行分析，分別研究外部因素和內(nèi)部因素，使企業(yè)發(fā)覺自身面臨的機(jī)會(huì)與威脅，從多方面選擇企業(yè)國(guó)際化的戰(zhàn)略路線。依據(jù)國(guó)際化進(jìn)程階段的不同，即國(guó)際化的準(zhǔn)備階段、初始導(dǎo)入階段、當(dāng)?shù)財(cái)U(kuò)張階段、全球跨國(guó)公司階段，有針對(duì)性地選擇我國(guó)家電行業(yè)國(guó)際化戰(zhàn)略，并根據(jù)實(shí)際情況隨時(shí)作出戰(zhàn)略調(diào)整，在充分分析自身內(nèi)部條件與外部環(huán)境后，總結(jié)出優(yōu)勢(shì)與不足，及時(shí)調(diào)整戰(zhàn)略偏差，有效實(shí)施國(guó)際化戰(zhàn)略。 本文最后把TCL集團(tuán)與海爾集團(tuán)國(guó)際化戰(zhàn)略研究作為案例進(jìn)行比較與分析，分別研究了兩個(gè)集團(tuán)的國(guó)際化戰(zhàn)略，國(guó)際化模式及國(guó)際化理念。最后對(duì)整篇文章做出概括。
[Abstract]:In this paper, the domestic appliance industry as the research object, the internationalization of the strategy of a more systematic analysis and research. The paper first discusses the background and significance of the topic. Under the environment of economic globalization, after China's entry into WTO, the degree of China's integration into the international economic system has deepened. China's home appliances industry is also gradually focusing on foreign markets, further seeking international growth. It is of great practical value to study the internationalization management of Chinese household appliance enterprises, especially the internationalization strategy. Then this paper describes the current situation of internationalization of China's household appliances industry, the overall ideas and structural arrangements of the paper, research methods and technical routes, to prepare for the following research. On the basis of expounding the basic situation of internationalization of home appliance industry in our country, this paper probes into the motivation of internationalization, and finds out that the motivation includes seeking for the purpose of expanding the foreign market, managing and expanding the international resource channel, seeking the management benefit and high efficiency and so on. The paper also analyzes the international environment of the household appliance industry in China in macro and micro aspects. The macro environment of enterprises includes political environment, economic environment, social environment and technological environment. The micro environment includes competitors, substitutes, consumers, etc. Suppliers and middlemen. After that, the author makes SWOT analysis on the internationalization of China's home appliance industry. The conclusions are as follows: superiority, cost advantage, scale advantage and so on; inferiority, low technical level and low degree of internationalization; opportunity, and so on. The intensification of competition is conducive to the internationalization of the domestic appliance industry in our country, and is conducive to the progress of technology and the acceleration of product upgrading. In terms of threats, with the development of the market, Chinese household appliance enterprises will face more brutal competition, and at the same time, The technical innovation ability of Chinese household appliance enterprises is weak, and it is easy to be restricted by technical barriers in the process of export. Then, this paper designs the basic model of internationalization strategy choice, including entry strategy and market growth strategy. As the main part of this paper, this paper analyzes the influencing factors of strategic choice, studies the external factors and internal factors, makes enterprises realize the opportunities and threats they face, and chooses the strategic route of internationalization from many aspects. According to the different stages of the internationalization process, that is, the preparation stage of internationalization, the initial import stage, the local expansion stage, and the stage of global multinational corporation, the internationalization strategy of China's household appliance industry is chosen pertinently. And according to the actual situation at any time to make strategic adjustment, after fully analyzing their own internal conditions and external environment, summed up the advantages and disadvantages, timely adjustment of strategic deviation, effective implementation of international strategy. Finally, this paper compares and analyzes the internationalization strategy of TCL Group and Haier Group as a case study, and studies the internationalization strategy, internationalization mode and internationalization concept of the two groups respectively. Finally, the whole article is summarized.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F426.6

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本文編號(hào)：2262114