徐工集团的国际化经营研究

发布时间：2018-02-04 11:18

本文关键词： 工程机械行业国际化经营国际市场营销技术创新品牌国际化本土化　出处：《黑龙江大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的不断发展,国际市场的竞争日益加剧,中国企业逐渐认识到只有进行国际化经营才能取得更好的发展。通过总结徐工集团现有国际化经营战略,发现存在的问题并提出进一步完善的建议,不但能够促进徐工集团的国际化经营,同时可以为我国其他工程机械企业的国际化提供一些参考。本文以国际贸易、国际投资以及企业国际化经营理论为基础,梳理了徐工集团国际化的动因、进程以及现行的国际化经营战略,并对其国际化经营的效果与存在的问题进行分析,之后运用PEST以及波特五力竞争模型分析法对徐工扩大国际化经营的环境因素进行分析,据此提出了完善徐工国际化经营的战略建议,并给出一些战略实施的保障措施。本文认为徐工集团已经拥有明确的海外扩张方式、技术创新以及信息化等方面的战略思想,但是在企业国际化过程中仍存在出口产品种类较少、海外市场战略布局待完善、海外营业收入占比小以及融资能力和财务管控较弱等方面的问题,在未来的国际化经营中,可以考虑从产品、品牌、本土化及海外市场的进入等方面对徐工国际化战略进行完善,并提供资金、人力资源、企业文化以及技术等方面的保障,加快企业国际化经营的发展。
[Abstract]:With the continuous development of economic globalization, the international market competition, enterprises have gradually realized the development of Chinese only for international operations in order to achieve better. By summarizing the existing XCMG internationalization strategy, discover the existing problems and put forward to further improve the proposal, not only can promote the internationalization of Xugong Group, also can provide some reference for the internationalization of China's other engineering machinery enterprises. This paper takes the international trade theory, international investment and international business enterprises as the foundation, motivation of combing the XCMG internationalization of the process and the current international business strategy, and the internationalization of the management effect and existing problems are analyzed, then using PEST and Potter five forces competitive model analysis analysis of environmental factors of international business law to expand to XCMG, put forward perfect Xuzhou Strategic recommendations for international operation, some guarantee measures for the implementation of the strategy is given. This paper argues that Xugong Group already has a clear way to expand overseas, the strategic thought of technology innovation and information technology and other aspects, but the export product categories less are still in the process of internationalization of enterprises in the overseas market, the strategic layout to be perfect, overseas revenue accounted for a small as well as financing ability and financial control is weak and other issues, in international business in the future, you may consider the product, brand, to perfect Xu Gongguo international strategy and localization of overseas market entry, and provide financial, human resources, corporate culture, technology and other aspects of security, accelerate the development of enterprise internationalization.

【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.4;F272.3

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