【摘要】：面對變幻莫測競爭激烈的宏觀經(jīng)濟環(huán)境，國內(nèi)的家電市場開始了新的一輪的結(jié)構(gòu)調(diào)整，產(chǎn)品的品牌集中度越來越高2009年以來，整個家電行業(yè)經(jīng)歷了洗牌重組調(diào)整之后，許多大型企業(yè)得以積累力量和優(yōu)勢，開拓出來了適合自身發(fā)展的新模式新策略有著四十余年歷史積淀的海信，是一個以技術(shù)質(zhì)量誠信責任為發(fā)展宗旨的大型國際化家電企業(yè)集團從一個當初只有十幾人的收音機制造車間，發(fā)展為如今銷售額達810億元全球員工達60000人的大型企業(yè)，海信走得艱辛，但走得也穩(wěn)健 本文基于企業(yè)國際化相關(guān)理論，以案例分析為方法，把海信集團為研究的對象，對海信的國際化經(jīng)營戰(zhàn)略進行了深入研究首先，，基于世界經(jīng)濟一體化國際化以及家電市場發(fā)展狀況的背景，引出了文章的研究背景研究目的以及研究意義同時對國內(nèi)外企業(yè)國際化經(jīng)營戰(zhàn)略的相關(guān)理論展開綜述，作為文章的理論基礎；其次，介紹了海信集團有限公司國際化經(jīng)營的歷程和現(xiàn)狀，闡述海信國際化經(jīng)營的背景，總結(jié)和歸納海信循序漸進的國際化發(fā)展歷程，分析海信國際化經(jīng)營的現(xiàn)狀；再次，從全球營銷戰(zhàn)略品牌國際化戰(zhàn)略全球研發(fā)戰(zhàn)略及本土化戰(zhàn)略幾個方面，結(jié)合海信在海外市場的具體實踐，詳細介紹了海信的國際化經(jīng)營戰(zhàn)略；最后，根據(jù)對海信國際化戰(zhàn)略的所面臨的市場環(huán)境基礎所做的詳細分析，找到海信國際化的進程中所存在的種種問題，進而提出改進海信國際化經(jīng)營戰(zhàn)略的建議 本文希望通過總結(jié)海信國際化的成功經(jīng)驗與教訓，為海信的未來國際化之路提供一定的建議，能夠為企業(yè)所有者和管理者提供參考，并且可以為其他企業(yè)領導者國際化企業(yè)提供一個有一定代表性可以借鑒的企業(yè)國際化案例，具有一定的現(xiàn)實意義
[Abstract]:In the face of the unpredictable and competitive macroeconomic environment, the domestic home appliance market has begun a new round of structural adjustment. Since 2009, the brand concentration of the products has become more and more high, and the whole household appliance industry has undergone a reshuffle and restructuring. Many large enterprises have been able to accumulate strength and advantages, and developed a new model and new strategy suitable for their own development, Hisense, which has a history of more than 40 years, It is a large international household appliance enterprise group with the responsibility of technical quality and good faith as its development tenet. From a radio workshop with only a dozen people at the beginning, it has developed into a large enterprise with a sales volume of 81 billion yuan and 60000 employees all over the world Hisense walked hard, but also stoutly. Based on the relevant theory of enterprise internationalization, this paper takes the case analysis as the method, taking Hisense Group as the object of study, carries on the thorough research to the Hisense internationalization management strategy, first of all, Based on the background of the internationalization of the world economy and the development of the home appliance market, the purpose and significance of the research on the background and significance of the research are introduced. At the same time, the relevant theories of the internationalized management strategy of the domestic and foreign enterprises are summarized. As the theoretical basis of the article. Secondly, the paper introduces the course and current situation of Hisense Group's international operation, expounds the background of Hisense's international operation, summarizes and sums up the gradual and progressive development course of Hisense's internationalization. Thirdly, from the aspects of global marketing strategy, brand internationalization strategy, global R & D strategy and localization strategy, combined with Hisense's concrete practice in overseas market, Finally, according to the detailed analysis of the market environment foundation of Hisense internationalization strategy, we find out the problems existing in the process of Hisense internationalization. And then put forward some suggestions to improve Hisense's internationalization management strategy. This paper hopes to provide some suggestions for the future internationalization of Hisense through summing up the successful experience and lessons of Hisense internationalization. It can provide reference for enterprise owner and manager, and can provide a representative case of enterprise internationalization for other enterprise leaders, which has certain practical significance.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.6

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