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

【摘要】：在經(jīng)濟(jì)全球化的背景下,“走出去”已經(jīng)成為每個(gè)企業(yè)的發(fā)展戰(zhàn)略。家電行業(yè)作為我國(guó)的一個(gè)支柱產(chǎn)業(yè),是我國(guó)較早步入國(guó)際市場(chǎng)、參與國(guó)際競(jìng)爭(zhēng)的行業(yè)。我國(guó)家電行業(yè)保持了較快的發(fā)展速度,從最初家電業(yè)對(duì)外全面開(kāi)放進(jìn)而吸引了一大批國(guó)際家電企業(yè)進(jìn)入,到我國(guó)家電企業(yè)逐步走出去并建立自主品牌至今,我國(guó)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(shí)力強(qiáng)和發(fā)展后勁十足家電集團(tuán)企業(yè)。作為中國(guó)企業(yè)國(guó)際化的代表,也是中國(guó)家電市場(chǎng)的主要企業(yè),TCL集團(tuán)在過(guò)去30多年的發(fā)展過(guò)程中由一家小企業(yè)成長(zhǎng)為一家走出國(guó)門(mén)、在全球有影響力的企業(yè)。本文以TCL集團(tuán)的國(guó)際化戰(zhàn)略為研究主體,具體內(nèi)容分六章來(lái)闡述。首先提出論文的選題背景和研究意義,對(duì)企業(yè)國(guó)際化戰(zhàn)略的相關(guān)理論和研究成果進(jìn)行了歸納總結(jié),論述了本文的研究?jī)?nèi)容和研究方法,并對(duì)論文的框架結(jié)構(gòu)進(jìn)行了說(shuō)明。其次,對(duì)TCL集團(tuán)國(guó)際化的基本發(fā)展現(xiàn)狀進(jìn)行分析,歸納總結(jié)現(xiàn)階段TCL集團(tuán)國(guó)際化所面臨的主要問(wèn)題,并分析TCL集團(tuán)國(guó)際化當(dāng)前所處環(huán)境狀況。再次,分析TCL集團(tuán)進(jìn)行國(guó)際化所選擇的戰(zhàn)略,對(duì)TCL集團(tuán)在現(xiàn)階段的國(guó)際化戰(zhàn)略做出選擇與調(diào)整,提出在已有市場(chǎng)上采取市場(chǎng)滲透戰(zhàn)略,大力發(fā)展新的國(guó)際市場(chǎng)開(kāi)發(fā)戰(zhàn)略,輔助實(shí)行產(chǎn)品延伸戰(zhàn)略、多元化經(jīng)營(yíng)戰(zhàn)略。最后,為使TCL集團(tuán)國(guó)際化戰(zhàn)略更具實(shí)際操作性,提出國(guó)際化戰(zhàn)略實(shí)施的保障措施。TCL集團(tuán)要想在國(guó)際化的道路上更長(zhǎng)遠(yuǎn)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(duì)TCL品牌精耕細(xì)作,努力積累自身核心能力和品牌資產(chǎn)。同時(shí),雖然相對(duì)于競(jìng)爭(zhēng)對(duì)手,TCL集團(tuán)具有獨(dú)特的資源優(yōu)勢(shì),但仍無(wú)法擺脫整個(gè)產(chǎn)業(yè)環(huán)境給企業(yè)戰(zhàn)略帶來(lái)的影響,國(guó)內(nèi)家電企業(yè)的發(fā)展在一定意義上也影響著TCL集團(tuán)國(guó)際化的進(jìn)程和節(jié)奏。對(duì)于成功而言,內(nèi)部因素永遠(yuǎn)是最主要的,企業(yè)要想成功實(shí)施國(guó)際化戰(zhàn)略,必須錘煉內(nèi)功,加強(qiáng)自身的綜合素質(zhì),為其國(guó)際化戰(zhàn)略的實(shí)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(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F272.3;F426.6

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