广东省玩具产业的国际化战略研究

发布时间：2018-01-05 03:03

本文关键词：广东省玩具产业的国际化战略研究　出处：《湖北工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前全球化成为趋势,无论是经济还是社会,国与国的界限越来越模糊,世界各国原本闭塞、隔离的局面被打破,国家之既有合作也有竞争。中国作为世界第一大发展中国家,近半个世纪以来经济一直呈现飞速发展态势,使得中国企业国际化与发达国家和其他发展中国家的国际化具有不同的特征。处于国际化初级阶段的中国企业,必须掌握国际化战略的理论,充分发挥和利用已有的比较优势,形成中国特色的国际竞争力,才能使自身的国际化得到稳定,健康发展。改革开放以来,广东省玩具产业得到了长足的发展,玩具产业规模日益扩大,贸易方式从最初以“代工模式”为特征的加工贸易逐渐升级到利用自有品牌,自有技术的一般贸易,并发展成为全球最大的玩具生产基地和出口基地。但是和美国、日本等国的玩具产业相比,广东省玩具产业在产品质量、品牌建设、产业结构等方面还存在很大差距,广东省玩具企业面临着如何进一步拓展国际市场的问题。本文综合运用了企业管理、企业国际化战略和国际贸易等相关理论,结合广东省玩具企业出口三十多年的实践经验,对广东省玩具产业发展的现状、发展特色、存在的问题等进行了综合分析,总结了国内外成功的玩具品牌国际化战略特点及经验,阐述了其对广东省玩具产业国际化战略制定的借鉴作用。系统地分析了广东省玩具产业国际化战略实施的模式选择、具体战略等;同时,采用SWOT分析法,对广东省玩具产业所表现出的优势、劣势、机遇和挑战进行了分析,客观地指出了广东省玩具产业在国际化战略实施过程中所具备的优势条件,不足之处及可能面临的风险等。希望本文能为广东省玩具产业的国际化战略的制定提供政策和理论参考,能为广东省各玩具生产企业在国际化战略实施过程中遇到的困难给予些许帮助。
[Abstract]:At present, globalization has become a trend, whether economic or social, the boundaries between countries are becoming increasingly blurred, the world is originally closed, the situation of isolation has been broken. As the largest developing country in the world, China's economy has been developing rapidly in the past half century. The internationalization of Chinese enterprises has different characteristics from those of developed countries and other developing countries. Chinese enterprises in the initial stage of internationalization must master the theory of internationalization strategy. Only by giving full play to the existing comparative advantages and forming the international competitiveness with Chinese characteristics, can we make our internationalization stable and develop healthily. Since the reform and opening up, the toy industry of Guangdong Province has been greatly developed. The scale of toy industry is expanding day by day, and the trade mode is gradually upgraded from the processing trade characterized by "contract manufacturing mode" to the general trade using its own brand and technology. And developed into the world's largest toy production base and export base, but compared with the toy industry in the United States, Japan and other countries, the toy industry in Guangdong Province in product quality, brand building. There is still a big gap in the industrial structure, Guangdong toy enterprises are facing the problem of how to further expand the international market. This paper comprehensively uses the relevant theories of enterprise management, enterprise internationalization strategy and international trade. Combined with more than 30 years' practical experience of Guangdong toy enterprises' export, this paper makes a comprehensive analysis of the present situation, development characteristics and existing problems of toy industry in Guangdong Province. This paper summarizes the characteristics and experiences of the successful international strategy of toy brands at home and abroad. This paper expounds its reference to the internationalization strategy of Guangdong toy industry, and systematically analyzes the mode selection and concrete strategy of the implementation of the internationalization strategy of Guangdong toy industry. At the same time, the advantages, disadvantages, opportunities and challenges of the toy industry in Guangdong Province are analyzed by using SWOT analysis method. It objectively points out the advantages of Guangdong toy industry in the process of implementing international strategy. I hope this paper can provide policy and theoretical reference for the internationalization strategy of Guangdong toy industry. It can give some help to the toy manufacturing enterprises in Guangdong province in the process of implementing international strategy.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.8;F272

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