本文選題：TCL集團 + 家電企業(yè)��； 參考：《蘭州財經(jīng)大學(xué)》2016年碩士論文

【摘要】：在經(jīng)濟全球化的背景下,“走出去”已經(jīng)成為每個企業(yè)的發(fā)展戰(zhàn)略。家電行業(yè)作為我國的一個支柱產(chǎn)業(yè),是我國較早步入國際市場、參與國際競爭的行業(yè)。我國家電行業(yè)保持了較快的發(fā)展速度,從最初家電業(yè)對外全面開放進而吸引了一大批國際家電企業(yè)進入,到我國家電企業(yè)逐步走出去并建立自主品牌至今,我國家電業(yè)整體發(fā)展已經(jīng)趨于成熟,產(chǎn)生了一批頗具規(guī)模、實力強和發(fā)展后勁十足家電集團企業(yè)。作為中國企業(yè)國際化的代表,也是中國家電市場的主要企業(yè),TCL集團在過去30多年的發(fā)展過程中由一家小企業(yè)成長為一家走出國門、在全球有影響力的企業(yè)。本文以TCL集團的國際化戰(zhàn)略為研究主體,具體內(nèi)容分六章來闡述。首先提出論文的選題背景和研究意義,對企業(yè)國際化戰(zhàn)略的相關(guān)理論和研究成果進行了歸納總結(jié),論述了本文的研究內(nèi)容和研究方法,并對論文的框架結(jié)構(gòu)進行了說明。其次,對TCL集團國際化的基本發(fā)展現(xiàn)狀進行分析,歸納總結(jié)現(xiàn)階段TCL集團國際化所面臨的主要問題,并分析TCL集團國際化當前所處環(huán)境狀況。再次,分析TCL集團進行國際化所選擇的戰(zhàn)略,對TCL集團在現(xiàn)階段的國際化戰(zhàn)略做出選擇與調(diào)整,提出在已有市場上采取市場滲透戰(zhàn)略,大力發(fā)展新的國際市場開發(fā)戰(zhàn)略,輔助實行產(chǎn)品延伸戰(zhàn)略、多元化經(jīng)營戰(zhàn)略。最后,為使TCL集團國際化戰(zhàn)略更具實際操作性,提出國際化戰(zhàn)略實施的保障措施。TCL集團要想在國際化的道路上更長遠的走下去,很大程度上取決于其“走出去”的路徑選擇,必須擁有明確的戰(zhàn)略選擇,對TCL品牌精耕細作,努力積累自身核心能力和品牌資產(chǎn)。同時,雖然相對于競爭對手,TCL集團具有獨特的資源優(yōu)勢,但仍無法擺脫整個產(chǎn)業(yè)環(huán)境給企業(yè)戰(zhàn)略帶來的影響,國內(nèi)家電企業(yè)的發(fā)展在一定意義上也影響著TCL集團國際化的進程和節(jié)奏。對于成功而言,內(nèi)部因素永遠是最主要的,企業(yè)要想成功實施國際化戰(zhàn)略,必須錘煉內(nèi)功,加強自身的綜合素質(zhì),為其國際化戰(zhàn)略的實施提供內(nèi)部支持。
[Abstract]:Under the background of economic globalization, "going out" has become the development strategy of every enterprise. As a pillar industry of our country, home appliance industry is the industry that our country entered the international market earlier and participated in the international competition. The household appliance industry of our country has maintained a relatively rapid development speed. From the initial opening of the household appliance industry to the outside world and attracting a large number of international home appliance enterprises to enter, the domestic appliance industry has gradually gone out and established its own brand. The whole development of home appliance industry in our country has become mature, which has produced a group of large scale, strong strength and development stamina household appliance group enterprises. As the representative of the internationalization of Chinese enterprises and the main enterprise of Chinese home appliance market, TCL Group has grown from a small enterprise to an influential one in the world in the past 30 years. This article takes the internationalization strategy of TCL Group as the main body of study, the concrete content is divided into six chapters to elaborate. Firstly, the background and significance of the thesis are put forward, the related theories and research results of enterprise internationalization strategy are summarized, the research contents and research methods are discussed, and the frame structure of the thesis is explained. Secondly, this paper analyzes the basic development status of TCL Group internationalization, summarizes the main problems faced by TCL Group internationalization at present, and analyzes the current environmental situation of TCL Group internationalization. Thirdly, this paper analyzes the strategy chosen by TCL Group to carry out internationalization, makes choices and adjustments to the internationalization strategy of TCL Group at the present stage, and proposes to adopt market penetration strategy in the existing market and vigorously develop new international market development strategy. Support the implementation of product extension strategy, diversification strategy. Finally, in order to make the internationalization strategy of TCL Group more practical, it is put forward that the safeguard measures for the implementation of the internationalization Strategy .TCL Group wants to go on the road of internationalization in the long run, to a large extent, it depends on its "going out" path choice. Must have the clear strategic choice, to TCL brand intensive work, diligently accumulates own core ability and the brand equity. At the same time, although the TCL Group has a unique resource advantage over its competitors, it still can not get rid of the impact of the entire industrial environment on the enterprise strategy. The development of domestic appliance enterprises also affects the process and rhythm of internationalization of TCL Group in a certain sense. For success, internal factors are always the most important. If enterprises want to implement internationalization strategy successfully, they must improve their internal performance, strengthen their own comprehensive quality, and provide internal support for the implementation of their internationalization strategy.
【學(xué)位授予單位】：蘭州財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F272.3;F426.6

【參考文獻】

相關(guān)期刊論文 前10條

1 薛強;王芳;邱楓;;基于SWOT模型的我國家電行業(yè)出口狀況實證研究[J];經(jīng)濟經(jīng)緯;2015年03期

2 薄連明;井潤田;;TCL國際化:基于本土化系統(tǒng)觀點的行動研究[J];管理學(xué)報;2014年12期

3 趙艷豐;;兩大家電集團的國際化戰(zhàn)略“PK”[J];家用電器;2014年05期

4 侯雋;;最爭氣的孩子 中國家電黃金十年高速成長[J];中國經(jīng)濟周刊;2012年38期

5 李東生;;國際化是中國企業(yè)未來發(fā)展的重要方向[J];中國中小企業(yè);2012年01期

6 ;中國家用電器制造行業(yè)運行報告[J];財經(jīng)界;2010年04期

7 樊智勇;;我國家電企業(yè)國際化經(jīng)營戰(zhàn)略研究[J];企業(yè)經(jīng)濟;2009年10期

8 陳曦;;從TCL看中國企業(yè)的跨國并購之路[J];大眾商務(wù);2009年12期

9 杜尚義;;“海爾”“、TCL”“、格蘭仕”國際化模式比較分析[J];經(jīng)濟與管理;2008年07期

10 王玨;;從TCL跨國并購視角看中國中小企業(yè)國際化戰(zhàn)略[J];管理世界;2006年03期

，

本文編號：1797629