中国家电企业的品牌国际化问题研究

发布时间：2018-03-03 05:02

本文选题：家电企业　切入点：自主品牌　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：在全球经济一体化趋势不断加强的背景下,世界范围内企业竞争的格局和模式也在不断发生变化,其中,品牌国际化就是一大趋势。在产品和服务日趋同质化的今天,企业竞争已逐步演变为品牌的竞争,品牌对于企业的生存与发展以及国际化经营有着十分重要的作用。中国虽然是制造大国,却不是品牌大国,到目前为止,我国还没有真正意义上为世界所认可的国际品牌。中国企业在经营过程中,对品牌建设没有引起足够的重视,导致中国的产品能够通过贴牌生产销往世界各地,自主品牌却难以打开国外市场。要想在新的形势下生存和发展,就必须努力改变中国产品的形象,树立中国品牌在国际上的地位,品牌国际化已经成为中国企业在经济全球化条件下的必然选择。家电行业是我国发展较为成熟的行业之一,也是我国制造业中具有较强竞争力的产业。改革开放以来,激烈的国内市场竞争造就了一批颇具规模和影响力的中国家电品牌,它们在积极抢占国内市场的同时,开始扬帆起航到海外市场开疆拓土,寻求新的发展空间。然而,我国家电企业的品牌建设水平与国际知名家电品牌还有很大的差距,品牌附加值较低,产品同质化现象严重。在欧美主流家电市场上,我国家电品牌的竞争力还很弱,出口以贴牌加工中低端产品为主,自主品牌的海外市场占有率很低。在国际化进程中,如何抓住机遇,推动品牌国际化,使中国家电品牌更多地为世界所认可接受,是我国家电企业必须应对的挑战。中国家用电器协会发布的《家用电器工业“十二五”家电发展规划的建议》明确指出,“十二五”期间我国要发展5个左右具有综合竞争实力的国际化家电集团,3-5个国际知名品牌。因此,对我国家电企业的品牌国际化问题的研究具有一定的现实意义。本文在国内外学者相关研究成果的基础上,采用定性与定量分析相结合的方法,对我国家电企业的品牌国际化问题进行分析。论文主体共分为五个部分：第一部分,介绍了我国家电企业品牌国际化问题的研究背景与研究意义、国内外相关研究综述以及论文的研究方法与内容；第二部分,首先分析了中国家电行业的发展现状,然后对我国主要家电企业的品牌国际化进展以及与国际知名家电品牌存在的差距进行分析；第三部分,利用SWOT分析模型对我国家电企业品牌国际化所面临的外部机遇与威胁以及自身优势与劣势进行分析：第四部分，分析了韩国三星品牌的发展现状及其品牌国际化的成功经验：第五部分，，针对我国家电企业品牌国际化面临的机遇与挑战,以及自身优劣势,通过借鉴三星的品牌国际化经验，从企业和政府两个层面提出了我国家电企业品牌国际化的相关建议。
[Abstract]:Under the background of global economic integration, the pattern and mode of enterprise competition in the world are also changing, among which, brand internationalization is a major trend. Today, the products and services are becoming more and more homogeneous. Enterprise competition has gradually evolved into brand competition. Brand plays a very important role in the survival and development of enterprises and international management. Although China is a big manufacturing country, it is not a big brand country. So far, China has not really recognized the international brand in the sense of the world. Chinese enterprises have not paid enough attention to brand construction in the course of operation. As a result, Chinese products can be sold to all parts of the world through label production, but it is difficult for independent brands to open up foreign markets. In order to survive and develop under the new situation, efforts must be made to change the image of Chinese products. To establish the status of Chinese brand in the world, brand internationalization has become the inevitable choice of Chinese enterprises under the condition of economic globalization. Home appliance industry is one of the more mature industries in our country, and it is also a strong competitive industry in our manufacturing industry. Since the reform and opening up, fierce competition in the domestic market has created a number of Chinese household appliance brands with considerable scale and influence. While they are actively grabbing the domestic market, they begin to sail to overseas markets to explore new areas for development. However, there is still a big gap between the level of brand building of Chinese home appliance enterprises and that of international well-known home appliance brands. Brand added value is low, product homogenization phenomenon is serious. In the mainstream home appliance market in Europe and America, the competitiveness of our home appliance brand is still very weak. In the process of internationalization, how to seize the opportunity to promote the brand internationalization and make the Chinese household appliance brand more accepted by the world is the challenge that our home appliance enterprises must face. The proposal issued by China Home Appliances Association for the "Twelfth Five-Year Plan" of Home Appliances Industry clearly points out that during the 12th Five-Year Plan period, China will develop about five internationalized household appliances groups with comprehensive competitive strength. There are 3-5 international famous brands. It is of practical significance to study the brand internationalization of household appliance enterprises in China. Based on the research results of domestic and foreign scholars, this paper adopts the method of combining qualitative and quantitative analysis. This paper analyzes the brand internationalization of Chinese household appliance enterprises. The main body of the thesis is divided into five parts: the first part introduces the research background and significance of the brand internationalization of the household appliance enterprises in our country, the domestic and foreign related research summary, the research method and the content of the thesis; the second part, First of all, it analyzes the current situation of the development of Chinese household appliance industry, and then analyzes the international progress of the major household appliance enterprises in China and the gap with the international well-known household appliance brands; the third part, Using SWOT analysis model, this paper analyzes the external opportunities and threats, advantages and disadvantages faced by the brand internationalization of Chinese household appliance enterprises: part 4th, This paper analyzes the current situation of Samsung brand in South Korea and its successful experience in brand internationalization: part 5th, aiming at the opportunities and challenges facing the brand internationalization of Chinese household electrical appliance enterprises, and its own advantages and disadvantages, the author draws lessons from Samsung's brand internationalization experience. This paper puts forward some suggestions on brand internationalization of household appliance enterprises in China from two aspects: enterprise and government.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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