DXT在印度市场的本土化战略研究

发布时间：2018-01-08 12:03

本文关键词：DXT在印度市场的本土化战略研究　出处：《青岛科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：习近平主席在2013年9月和10月分别提出建设“新丝绸之路经济带”和“21世纪海上丝绸之路”的战略构想,以期开创中国全方位对外开放新格局。2015年12月10日,为了响应国家“一带一路”战略的实施,手机连锁巨头DXT正式提出了自己的国际化战略,并在深圳召开发布会对外宣布,公司的国际化战略,首先进入印度和尼日利亚市场。DXT公司利用有利的外部环境实施了国际化战略,但是在实施过程中会遇到各种问题,本文对DXT公司进行深入分析,提出本土化战略,目的在于为DXT公司进行国际化战略提供依据。本文以本土化理论为依据,对中国电子产品零售行业的国际市场发展进行了分析,并根据具体的实践,为DXT公司的国际市场开发提出了建议。研究中国电子产品零售行业在当前国际化背景下的海外市场扩张战略,并选取了印度市场为研究对象,并且提出了相关的理论依据。同时分析未来DXT集团所面临的市场环境以及SWOT分析,能够在一定基础之上指导其未来在印度市场的开发,为未来国际市场的开发迈出坚实的一步。本文运用波特的五力模型对DXT公司所在印度的行业环境做了分析,初步确定以零售方案为重点的方向。以大量的数据和一手资料为基础,运用所掌握的管理知识,按照理论与实践相结合的原则,在对DXT在印度的市场做详尽分析的基础上,提出DXT在印度的本土化战略。分析完外部大环境和行业环境以后,本文利用SWOT分析作为整合所有外部环境和内部环境分析的模块,制定了战略方向在人力资源、市场营销、供应链等方面的本土化策略。本文将DXT在印度市场的经营战略进行详尽的分析,对于中国电子产品零售企业国际化从理论上进行创新。
[Abstract]:In September 2013 and October, President Xi Jinping put forward the strategic ideas of constructing the "New Silk Road Economic Belt" and "21th century Maritime Silk Road", respectively. In December 10th 2015, in response to the implementation of the national "Belt and Road" strategy, the mobile phone chain giant DXT formally put forward its own international strategy. And held a press conference in Shenzhen to announce that the company's international strategy, first of all into the Indian and Nigerian markets. DXT to use the favorable external environment to implement the international strategy. But in the process of implementation will meet with a variety of problems, this paper in-depth analysis of DXT company, put forward the localization strategy. The purpose of this paper is to provide the basis for the internationalization strategy of DXT Company. Based on the localization theory, this paper analyzes the international market development of Chinese electronics retail industry, and according to the specific practice. This paper puts forward some suggestions for the international market development of DXT Company, studies the overseas market expansion strategy of Chinese electronics retail industry under the current international background, and selects the Indian market as the research object. And put forward the relevant theoretical basis. At the same time, analyze the future market environment faced by DXT Group and SWOT analysis, can guide its future development in India market on a certain basis. This paper uses Porter's five-force model to analyze the industry environment of DXT company in India. Initially determine the retail program as the focus of the direction. Based on a large number of data and primary information, the use of management knowledge, in accordance with the principle of combining theory and practice. Based on the detailed analysis of DXT's market in India, this paper puts forward the localization strategy of DXT in India, after analyzing the external environment and industry environment. This paper uses SWOT analysis as the integration of all external and internal environment analysis module, and formulates the strategic direction in human resources, marketing. This paper makes a detailed analysis of DXT's operation strategy in India market and innovates the internationalization of Chinese electronics retail enterprises in theory.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F125;F272

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