發(fā)布時間：2018-05-07 15:56

  本文選題：家電行業(yè) + 國際化戰(zhàn)略��； 參考：《暨南大學(xué)》2016年碩士論文

【摘要】：本文是一篇案例分析報告,全文共分兩個部分:第一部分是案例正文,第二部分是案例分析。案例正文首先陳述制定國際化戰(zhàn)略對家電企業(yè)的必要性,接著介紹WB集團(tuán)的公司狀況和行業(yè)競爭地位,以及整個家電行業(yè)的特點(diǎn)和發(fā)展趨勢;然后闡述WB集團(tuán)現(xiàn)有國際化戰(zhàn)略的內(nèi)容,介紹行業(yè)內(nèi)主要競爭對手及其國際化戰(zhàn)略,最后指出WB集團(tuán)現(xiàn)行國際化戰(zhàn)略面臨的挑戰(zhàn)。案例分析部分以企業(yè)國際化戰(zhàn)略的相關(guān)理論為基礎(chǔ),首先進(jìn)行WB集團(tuán)國際化戰(zhàn)略的環(huán)境分析,利用PEST分析法闡述宏觀環(huán)境,利用波特五力競爭模型分析家電行業(yè)競爭情況,從冰箱、冷柜及壓縮機(jī)的市場發(fā)展趨勢,國外主要市場和競爭對手,以及國際化的四種進(jìn)入方式五個角度進(jìn)行外部環(huán)境分析,然后從人力,財力,能力以及企業(yè)文化等四個方面分析WB集團(tuán)的內(nèi)部環(huán)境;就上述分析結(jié)果調(diào)整WB集團(tuán)現(xiàn)有國際化戰(zhàn)略,分別從國外市場進(jìn)入模式選擇和目標(biāo)市場的選擇與規(guī)劃方面進(jìn)行闡述,提出WB集團(tuán)國際化戰(zhàn)略調(diào)整的實施,最后根據(jù)上述分析結(jié)果對WB集團(tuán)國際化戰(zhàn)略的調(diào)整做出總結(jié)。
[Abstract]:This paper is a case analysis report, the full text is divided into two parts: the first part is the case text, the second part is the case analysis. The text of the case first states the necessity of establishing international strategy for household appliance enterprises, and then introduces the status of WB Group and the competitive position of the industry, as well as the characteristics and development trend of the whole household appliance industry. Then the content of the current internationalization strategy of WB Group is expounded, the main competitors and its internationalization strategy are introduced, and the challenges faced by the current internationalization Strategy of WB Group are pointed out. The case analysis part is based on the related theories of enterprise internationalization strategy. Firstly, the environment of WB group internationalization strategy is analyzed. The macro environment is explained by PEST analysis method, and the competition situation of household appliance industry is analyzed by Porter's five-force competition model. Analyze the external environment from five angles: the market trend of refrigerators, freezers and compressors, the main foreign markets and competitors, and the four entry modes of internationalization, and then analyze the external environment from the aspects of human and financial resources. This paper analyzes the internal environment of WB Group from four aspects of ability and corporate culture, adjusts the current internationalization strategy of WB Group according to the above analysis results, and expounds the choice of entry mode and the choice and planning of target market from foreign market, respectively. This paper puts forward the implementation of the adjustment of WB group's internationalization strategy, and finally summarizes the adjustment of WB group's internationalization strategy according to the above analysis results.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F272;F426.6

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