ABC公司国际市场进入战略研究

发布时间：2018-04-20 08:36

本文选题：美国零售商 + 国际化动因　；参考：《山东大学》2012年硕士论文

【摘要】：全球化趋势不可阻挡,零售国际化正日渐成为零售领域的一个研究热点。ABC公司是美国名列前茅的折扣连锁零售店,与直接对手Wal-Mart竞争激烈。虽然价格比Wal-Mart略高,但ABC一直以卓越的品牌管理和质量管理在折扣零售市场中独树一帜。由2008年全球经济危机引起的经济萧条和消费者消费习惯的改变令ABC流失了许多目标顾客群,ABC的销售业绩和发展速度大受影响。同时Wal-Mart也在向ABC学习,努力提高产品质量设计,试图与ABC进一步争夺顾客消费群。在国内市场中,竞争日趋激烈市场日趋饱和；在国外市场中,Wal-Mart已取得优势地位,现正在加大扩张步伐步步强占地盘。ABC此时应当何去何从?ABC公司运营策略一直稳健保守,它是否应规划实施冒险的国际扩张战略呢?中国印度成为全球争夺的热点市场,ABC应抓住时机迅速占领这些高潜力市场还是应该选择更临近的欧美发达市场?它应当怎样进入国际市场又怎样建立自己的竞争优势呢?本文主要运用富兰克林.R.鲁特的国际市场进入战略理论对以上问题进行了研究。本文中的国际市场进入战略是一个系统而广泛的命题,它不仅仅停留在对企业的进入模式分析的单一层面,它包含了企业的国际市场进入动因分析,对拟进入的国际市场的选择,进入模式的选择以及进入国际市场后的竞争战略等几个要素,这几个要素的研究按照其内部的逻辑先后顺序依次展开,展现了一个围绕企业国际化命题从最初设定国际化战略目标到最后制定目标国竞争战略以实现既定战略目标的完整过程与画面。本文主要采取理论结合实际的研究方法,综合运用了多门学科的理论知识及工具模型以分析问题解决问题,而结合企业内外部环境因素来进行决策的思想贯穿全文各个部分。本文侧重于分析解决企业在国际化背景下的实际问题,同时ABC的国际市场进入战略研究也可作为其它同类型企业进行国际化探索的参考和借鉴。
[Abstract]:The trend of globalization is irresistible. Retail internationalization is becoming a research hotspot in the retail field. ABC Corporation is one of the leading discount retail stores in the United States, which competes fiercely with Wal-Mart, its direct competitor. Although the price is slightly higher than Wal-Mart, but ABC has been excellent brand management and quality management in the discount retail market unique. The recession caused by the global economic crisis in 2008 and changes in consumer spending habits have caused ABC to lose many of its target customers to its sales performance and growth rate. At the same time, Wal-Mart is learning from ABC, trying to improve the design of product quality, trying to further compete with ABC for customers. In the domestic market, the increasingly competitive market is becoming increasingly saturated; Wal-Mart has gained a dominant position in the foreign market, and is stepping up its expansion step by step. Should it plan a risky international expansion strategy? China and India have become the hot market for global competition. Should ABC seize the opportunity to quickly occupy these high-potential markets or should it choose the closer developed markets in Europe and the United States? How should it enter the international market and establish its own competitive advantage? This paper mainly uses Franklin R. Rupert's theory of international market entry strategy studies the above problems. The international market entry strategy in this paper is a systematic and extensive proposition, it not only stays at the single level of the enterprise entry mode analysis, but also contains the enterprise's international market entry motivation analysis. The selection of the international market to be entered, the choice of the entry mode and the competitive strategy after entering the international market, and so on. The research of these elements is carried out in turn according to its internal logical order. It presents a complete process and picture of enterprise internationalization from the initial setting of internationalization strategic objectives to the final formulation of the target country competition strategy to achieve the established strategic objectives. This paper mainly adopts the research method of combining theory with practice, synthetically applies the theory knowledge and tool model of many disciplines to analyze the problem solving problem, and combines the internal and external environmental factors of the enterprise to carry on the decision-making thought through every part of the whole text. This paper focuses on analyzing and solving the practical problems of enterprises under the background of internationalization, and at the same time, the research on the international market entry strategy of ABC can also be used as a reference for other enterprises of the same type to explore internationalization.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F272.3;F737.12

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