【摘要】：隨著世界經(jīng)濟一體化的高速發(fā)展，如何制定出關(guān)于企業(yè)海外市場營銷或發(fā)展謀劃或方案，搞好企業(yè)的海外市場發(fā)展，是企業(yè)取得成功的保證。作為我國空調(diào)行業(yè)的領(lǐng)軍者，格力電器憑著其專業(yè)化的技術(shù)和快速的發(fā)展，逐步引領(lǐng)著由“中國制造”走向“中國創(chuàng)造”。與此同時，在全球家電制造業(yè)的高速發(fā)展和企業(yè)不斷擴張的市場環(huán)境下，格力將會面臨著越來越激烈的國內(nèi)外競爭。美洲市場經(jīng)濟較為發(fā)達，人民消費能力強，市場潛力大，，是諸多國內(nèi)外空調(diào)廠商爭奪的重要市場之一。因此，格力需要建立合理的海外市場戰(zhàn)略并努力實施，強化其在美洲市場上的競爭力顯得極其重要。為了說明格力應(yīng)如何制定、實施發(fā)展戰(zhàn)略，針對格力在海外美洲市場的發(fā)展進行以下幾個方面的戰(zhàn)略分析。 本文以所掌握的戰(zhàn)略管理和市場營銷等理論為基礎(chǔ)，綜合運用各種戰(zhàn)略分析模型，并結(jié)合筆者在格力海外銷售公司近4年的工作經(jīng)驗，對格力在海外美洲市場發(fā)展戰(zhàn)略進行研究。論文首先運用PEST方法分析格力公司的外部環(huán)境，其次用波特的五力模型對行業(yè)與競爭者的現(xiàn)狀進行分析；接下來用SWOT方法對格力公司內(nèi)部資源和競爭力等進行分析總結(jié),最后對格力海外美洲市場的發(fā)展戰(zhàn)略提出自己合理的建議。此意見不僅僅在于格力堅守其專業(yè)化道路的同時能走向世界，創(chuàng)造百年企業(yè)的宏圖實現(xiàn)，也是中國家電企業(yè)能秉承國家和人民的意愿，從“中國制造”逐步走向“中國創(chuàng)造”的發(fā)展道路做出一點貢獻。
[Abstract]:With the rapid development of world economic integration, how to work out the overseas marketing or development plan or plan of the enterprise, and do a good job in the overseas market development of the enterprise is the guarantee for the success of the enterprise. As the leader of air conditioning industry in China, Gree Electric Appliance is gradually leading from "made in China" to "created in China" with its specialized technology and rapid development. At the same time, under the market environment of the rapid development of the global household appliance manufacturing industry and the continuous expansion of enterprises, Gree will face more and more fierce competition at home and abroad. American market economy is more developed, people's consumption ability is strong, market potential is great, it is one of the important markets competed for by many air conditioning manufacturers at home and abroad. Therefore, Gree needs to establish a reasonable overseas market strategy and strive to implement it, so it is extremely important to strengthen its competitiveness in the American market. In order to explain how Gree should formulate and implement the development strategy, this paper makes the following strategic analysis on the development of Gree in the overseas American market. Based on the theories of strategic management and marketing, this paper makes a comprehensive study on the development strategy of Gree in the overseas American market by using various strategic analysis models and combining the author's working experience in Gree overseas sales company for nearly 4 years. This paper first uses PEST method to analyze the external environment of Gree Company, then uses Porter's five-force model to analyze the present situation of the industry and competitors, then uses SWOT method to analyze and summarize the internal resources and competitiveness of Gree Company, and finally puts forward its own reasonable suggestions for the development strategy of Gree's overseas American market. This opinion is not only that Gree can adhere to its professional road and go to the world at the same time, and realize the grand plan of creating enterprises for a hundred years, but also that Chinese household appliance enterprises can make some contributions from "made in China" to the development road of "created by China" step by step in accordance with the wishes of the country and the people.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F426.6

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相關(guān)期刊論文 前2條

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