海尔国际化战略研究

发布时间：2018-01-05 04:33

本文关键词：海尔国际化战略研究　出处：《辽宁大学》2013年硕士论文　论文类型：学位论文

【摘要】：1984年,海尔集团成立。经过28年的发展,海尔已经成为一个世界知名的品牌。在这些年的发展过程中，其产品也大大地丰富了，刚开始，海尔只是销售冰箱，现在已经成为一家集电视和冰箱等家用电器的生产与销售商。其产品荣获过多类奖项，，如“中国家用电器创新奖”“2012年度最具影响力家电品牌”，在2012年底，根据欧睿国际调查数据，在大型家电市场中，海尔市场占有率为8.6%，连续四次排该行业第一。经过28年的发展，海尔已从当初那个亏损147万元濒临倒闭的小厂，发展为国内家电行业的领导者，在国际家电行业也享有一席之位。根据美国《家电》的数据，和其他的家电企业相比，海尔增长速度最快，即使是德国等世界比较有名的家电企业的增长速度也没有其快。海尔产品的影响力，一方面体现在越来越大的规模，另一方面，其对世界的影响力也在逐渐地增大。在1999年，海尔成为在美国比较受欢迎与尊重的企业，中国的其他企业以前从来都没有受到这种荣誉。2012年，由《环球企业家》发起的“2012年中国最佳表现公司50强”评选活动中，海尔成为家电业唯一入选“中国最佳表现公司”企业充分显出海尔行业领先的运营能力。本文分为三个部分,第一部分介绍了影响国际化战略的因素分析，从理论层面分析了影响跨国企业的开拓国际市场的国际化因素。第二部分归纳了海尔五个发展历程，简略的列举了海尔在5个战略阶段所获得的成就和荣誉。第三部分就海尔在其国际化过程中所用到的战略进行了详细的归纳与介绍，其中包括了市场开发战略、品牌战略、战略联盟及管理战略。其中，对海尔集团的管理模式进行了探讨，以此判断其管理模式是否具备广泛应用性、是否符合国内其他的跨国企业。其次，对国际化海尔的绩效所展现出的具体5方面进行了详细的描述。最后，点出海尔集团在国际化的过程中所存在的问题。并高度概括海尔国际化的成功对我国相关企业的启示。本文通过对海尔在其国际化过程中采用的战略和管理模式的探讨，旨在总结海尔成功经验的同时，能够归纳出适合我国广大企业走向国际的共性战略和管理方法，为我国企业走出去并形成一定的国际化规模提供理论依据和案例分析，具有强烈的现实意义。
[Abstract]:In 1984, Haier Group was founded. After 28 years of development, Haier has become a world-famous brand. In these years of development, its products are also greatly enriched, just started. Haier, which only sells refrigerators, has become a manufacturer and distributor of household appliances such as televisions and refrigerators. Its products have won numerous awards. For example, "China Home Appliances Innovation Award" "the most influential household appliance brand of the year 2012", in end of 2012, according to Euromonitor International survey data, in the large home appliance market. Haier's market share is 8.6, ranking the industry first for four consecutive times. After 28 years of development, Haier has changed from a small factory with a loss of 1.47 million yuan to a small factory on the verge of closure, and has developed into a leader in the domestic appliance industry. In the international home appliance industry also enjoy a seat. According to the United States, compared with other home appliance enterprises, Haier's growth rate is the fastest. Even world-famous home appliance companies such as Germany are not growing as fast as they are. The influence of Haier's products is reflected in its growing scale on the one hand, and on the other. Its influence on the world is growing. In 1999, Haier became a popular and respected company in the United States, an honor that no other Chinese company had ever received before. 2012. "Global Entrepreneur" launched by the "China's top 50 performance companies in 2012" campaign. Haier has become the only household appliance company selected as the best performance company in China. This paper is divided into three parts. The first part introduces the factors that affect the internationalization strategy. From the theoretical level of analysis of multinational enterprises to explore the international market internationalization factors. The second part summarizes the five Haier development process. Briefly listed Haier in the five strategic stages of the achievements and honors. The third part of Haier in the internationalization of the strategy used in detail summarized and introduced, including the market development strategy. Brand strategy, strategic alliance and management strategy. Among them, the management model of Haier Group has been discussed to determine whether its management model has wide application, whether it is in line with other domestic multinational enterprises. Secondly. The performance of international Haier is described in detail in five aspects. Finally. This paper points out the problems existing in the process of internationalization of Haier Group, and highly generalizes the enlightenment of Haier's success in internationalization to related enterprises in China. This paper discusses the strategy and management model adopted by Haier in the process of internationalization, aiming at summing up Haier's successful experience at the same time. It is of great practical significance to sum up common strategies and management methods suitable for Chinese enterprises to go global and provide theoretical basis and case analysis for Chinese enterprises to go out and form a certain scale of internationalization.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.6

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