本文關(guān)鍵詞： 長(zhǎng)虹 發(fā)展戰(zhàn)略 國(guó)際化 聯(lián)合品牌　出處：《電子科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)全球化趨勢(shì)的加速發(fā)展,國(guó)際化成為長(zhǎng)虹順應(yīng)市場(chǎng)競(jìng)爭(zhēng)的必然選擇,長(zhǎng)虹根據(jù)自身的制造優(yōu)勢(shì)、技術(shù)優(yōu)勢(shì),針對(duì)目標(biāo)市場(chǎng)的環(huán)境差異,選擇了自有品牌、加工定制、OEM加工、聯(lián)合品牌相結(jié)合的國(guó)際化戰(zhàn)略。從1998年至今,歷經(jīng)十幾年的探索和實(shí)踐,長(zhǎng)虹已基本實(shí)現(xiàn)從產(chǎn)品國(guó)際化向資本國(guó)際化、品牌國(guó)際化、人才國(guó)際化的轉(zhuǎn)變。長(zhǎng)虹利用RUBA集團(tuán)在當(dāng)?shù)貜?qiáng)大的社會(huì)資源和營(yíng)銷網(wǎng)絡(luò),RUBA利用長(zhǎng)虹的制造優(yōu)勢(shì)、技術(shù)優(yōu)勢(shì)、品牌推廣優(yōu)勢(shì),為最大限度實(shí)現(xiàn)合作雙方的訴求,合作雙方在巴基斯坦注冊(cè)CHANGHONGRUBA聯(lián)合品牌,并注冊(cè)成立長(zhǎng)虹-RUBA貿(mào)易和制造公司,由合資公司對(duì)聯(lián)合品牌進(jìn)行經(jīng)營(yíng)管理,這樣既可以快速準(zhǔn)確的了解客戶消費(fèi)習(xí)慣和產(chǎn)品特點(diǎn),又可聚焦雙方的優(yōu)勢(shì)資源,快速鎖定目標(biāo)市場(chǎng)和目標(biāo)客戶。本文以長(zhǎng)虹巴基斯坦子公司的發(fā)展歷程以及實(shí)際經(jīng)營(yíng)為案例,通過(guò)對(duì)長(zhǎng)虹與RUBA集團(tuán)合作案例的總結(jié)與分析,采用理論與實(shí)踐相結(jié)合的方式,運(yùn)用管理學(xué)領(lǐng)域中的戰(zhàn)略管理的PEST模型、價(jià)值鏈模型及SWOT分析法,剖析戰(zhàn)略形成、戰(zhàn)略決策、風(fēng)險(xiǎn)管理等要素,總結(jié)合作過(guò)程中的成功經(jīng)驗(yàn)和失敗教訓(xùn),既可為長(zhǎng)虹品牌進(jìn)軍南亞、西亞、中東、歐洲做必要的市場(chǎng)積淀和經(jīng)驗(yàn)積累,又可開拓長(zhǎng)虹國(guó)際化戰(zhàn)略新模式,此外,對(duì)國(guó)內(nèi)的其它企業(yè)的國(guó)際化戰(zhàn)略亦有借鑒意義。
[Abstract]:With the accelerated development of economic globalization, internationalization has become an inevitable choice for Changhong to follow the market competition advantage, according to Changhong, its manufacturing technology, target market environment difference, choose its own brand, custom processing, OEM processing, combined with the combination of brand internationalization strategy. Since 1998, after ten years of exploration and practice the Changhong has been basically achieved from the product to the internationalization of capital internationalization, brand internationalization, transformation of talents internationalization. Changhong by RUBA group in the local strong social resources and marketing network, RUBA advantage, Changhong's manufacturing technology advantage, brand advantage, in order to maximize cooperation demands, cooperation between the two sides in Pakistan registered CHANGHONGRUBA co branding, and established Changhong -RUBA trading and manufacturing company, the joint venture company and brand management of antithetical couplet, the The sample can quickly and accurately understand customer consumption habits and characteristics of products, but also focus on the strengths of both resources and fast locking the target market and target customers. Based on the development of Changhong's Pakistan subsidiary and the actual business case, through analysis and summary on the cooperation of Changhong and RUBA group case, using a combination of theory and practice the PEST model, strategic management is applied in the field of management, value chain model and SWOT analysis method, analysis of strategy formation, strategic decision-making, risk management and other factors, summed up the experiences and lessons in the process of cooperation, both for the Changhong brand into the Middle East, South Asia, West Asia, Europe to do the necessary market accumulation and accumulated experience, but also to develop a new model of internationalization strategy of Changhong, in addition, also has reference significance to other domestic enterprises internationalization strategy.

【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.6
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本文編號(hào)：1460855