本研究致力于“益康智能”品牌（Eques）在歐洲市場(chǎng)的拓展。益康智能是中國(guó)電子貓眼產(chǎn)品及室內(nèi)安全設(shè)備領(lǐng)域的領(lǐng)導(dǎo)者。高科技行業(yè)的發(fā)展為衡量工業(yè)化系統(tǒng)的創(chuàng)新和現(xiàn)代化程度提供了一個(gè)試驗(yàn)機(jī)會(huì)。此外,物聯(lián)網(wǎng)（IoT）正在將最常見(jiàn)的電子設(shè)備轉(zhuǎn)變?yōu)榧夹g(shù)生態(tài)系統(tǒng),迅速改變著消費(fèi)者的生活方式。本項(xiàng)目分析了總部位于上海的新興企業(yè)“益康智能”在進(jìn)入歐洲市場(chǎng)時(shí)面臨的主要挑戰(zhàn)。本文基于進(jìn)入模式理論,研究了對(duì)益康智能的歐洲擴(kuò)張進(jìn)程造成巨大影響的三大方面:強(qiáng)烈的中國(guó)品牌身份和益康智能讓“全球經(jīng)理人”在中歐之間架起橋梁的必要性;通過(guò)與歐洲門業(yè)制造商的戰(zhàn)略聯(lián)盟以及益康智能產(chǎn)品在新市場(chǎng)中的長(zhǎng)期存在,來(lái)確定能夠令人信服的戰(zhàn)略,以有限的資源滲透市場(chǎng)。有鑒于此,本文分別提出了以下解決方案,幫助公司克服在歐洲市場(chǎng)擴(kuò)展中遇到的障礙:改善管理團(tuán)隊(duì)的國(guó)際化程度;改善策略,以便更好地進(jìn)入另一個(gè)市場(chǎng)并保持穩(wěn)定。本文還將提供準(zhǔn)確的分析和建議,在保持對(duì)中國(guó)市場(chǎng)這一主要的運(yùn)營(yíng)場(chǎng)所控制的同時(shí)幫助公司推出全新的自主品牌“Smartcom Eques”。本項(xiàng)目的研究方法和解決方案能為類似準(zhǔn)備在經(jīng)歷新的國(guó)際化過(guò)程同時(shí)保持本地市場(chǎng)份額的中國(guó)企業(yè)提供推薦方... 

【文章來(lái)源】：上海外國(guó)語(yǔ)大學(xué)上海市 211工程院校 教育部直屬院校

【文章頁(yè)數(shù)】：92 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Research Background
    1.2 Research Purpose
    1.3 Significance of the Study
        1.3.1 Theoretical Significance
        1.3.2 Practical Significance
    1.4 Literature Review
        1.4.1 China’s Outward FDI
        1.4.2 The Chinese High-Tech Industry
        1.4.3 The Home Security in Europe
        1.4.4 The Concerns of the European Citizens about Security
    1.5 Research Contents and Methods
    1.6 Contributions of this Study
Chapter Two Theoretical Framework
    2.1 The Equity Entry Modes
        2.1.1 Greenfield Investment
        2.1.2 Acquisition
        2.1.3 Joint Venture
    2.2 The Non-Equity Entry Modes
        2.2.1 Tactical Partnership
        2.2.2 Strategic Alliance
Chapter Three Business Environment Analysis
    3.1 Introduction of the Company Under Study
        3.1.1 Company Introduction
        3.1.2 Organizational Setup of the Company
    3.2 Business Environment Analysis
        3.2.1 The Chinese Scenario （PESTEL Analysis）
        3.2.2 Home Automation Security: a Market Niche
        3.2.3 The Digital Doors and Internet of Things
    3.3 Internal Analysis
        3.3.1 Technology and Security
        3.3.2 The Company Culture
    3.4 Competitors’ Analysis
Chapter Four The Scanning and Diagnosis of Marketing
    4.1 The Current Situation in the Company
        4.1.1 Managing the Growth
        4.1.2 Between Opportunities and Challenges
    4.2 Existing Challenges
        4.2.1 The Internationalization of the Management
        4.2.2 The Market Expansion in Europe
        4.2.3 The Stable Presence in the European Market
    4.3 The Main Causes that Drive the Change
        4.3.1 The Need of Global Managers
        4.3.2 The Necessity of Market Expansion into European Market
        4.3.3 A New Season of Innovation
Chapter Five Marketing Plan in Europe
    5.1 Improvement Method for the Management Internationalization
        5.1.1 The Strategic Role of International Human Resource Management
        5.1.2 The Implications of Two Different Approaches in IHRM
    5.2 Method of Improvement for Entering the European Market
    5.3 Improvement Method for having a Stable Presence in the European Market
Chapter Six Implementation of Improvement Methods in the Company
    6.1 Implementation of Improvement Methods
        6.1.1 Management Support
        6.1.2 Financial Support and Resources
        6.1.3 Other Resources Support
    6.2 Estimated Outcomes
Chapter Seven Conclusions and Discussion
    7.1 Main Conclusions
    7.2 Limitations of this Work
    7.3 Directions of Future Study
References
Appendices



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