海信集团跨国经营本土化问题研究
发布时间：2018-08-25 09:39
【摘要】：伴随着经济全球化的不断发展以及跨国公司竞争环境的逐步变化,世界知名跨国公司正在大力推行本土化战略。行之有效的海外本土化经营,能够使跨国企业将当地资源充分利用,以便于自己的迅速发展,并且降低跨国经营的风险,从而提高本企业的国际竞争力和在海外的持续发展能力,最终实现海外投资利益的最大化。本土化战略已成为跨国巨头们实施其全球战略而采取的必要的、核心战略之一,成为当前跨国公司发展的主要趋势。 近年来,随着中国经济的腾飞,家电行业已经成为发展最为迅猛的行业之一。在家电企业扩张的过程中,国内的市场逐渐饱和,大企业渐渐地把目光转向国外市场。我国家电企业国际化运营的过程中,很多企业采取了在海外合资建厂并且在当地建立分公司等本土化的运营措施,但是随之出现了一系列的问题,影响企业的跨国经营本土化的步伐。随着国际化进程的不断推进,分析找出家电企业海外经营本土化的问题并提出对策,是当前我国家电企业提升国际竞争力的首要任务。 本文从企业跨国经营进行分析,从本土化的理论依据入手,采用理论研究与案例分析相结合的方式运用了文献研究法、归纳法、专家访谈法等研究方法,找出海信集团在跨国经营本土化中的关键制约因素和存在的问题,通过借鉴海尔集团以及索尼公司跨国经营的经验,得出海信集团跨国经营的优化策略,并指出一条适合中国家电企业跨国经营本土化的道路,为我国企业在海外投资发展提供了指引。本文第一部分介绍了研究背景及意义,对相关文献进行综述以及对概念的界定;第二部分介绍了跨国经营的相关理论；第三部分梳理了海信集团跨国经营发展现状及问题；第四部分介绍了2个家电巨头跨国经营本土化的经典案例,为海信集团的海外发展提供启示与借鉴；第五部分提出海信集团跨国经营本土化的建议。第六部分是结论。
[Abstract]:With the continuous development of economic globalization and the gradual change of the competition environment of transnational corporations, famous multinational corporations in the world are vigorously implementing the localization strategy. Effective overseas localization can enable multinational enterprises to make full use of local resources in order to facilitate their rapid development and reduce the risks of transnational operations. In order to improve the international competitiveness of the enterprise and the ability of sustainable development overseas, and ultimately maximize the benefits of overseas investment. The localization strategy has become a necessary and core strategy for the multinational corporations to carry out their global strategy, and has become the main trend of the development of transnational corporations. In recent years, with the rapid development of Chinese economy, home appliance industry has become one of the fastest-growing industries. In the process of household appliance enterprise expansion, the domestic market is gradually saturated, and the large enterprises gradually turn their attention to the foreign market. In the process of internationalizing the operation of Chinese household appliance enterprises, many enterprises have adopted local operation measures such as building factories in overseas joint ventures and setting up branches in local areas, but a series of problems have arisen. Influence the pace of localization of transnational management of enterprises. With the development of internationalization, it is the most important task to analyze and find out the localization of home appliance enterprises' overseas management and put forward countermeasures. Based on the analysis of transnational management of enterprises and the theoretical basis of localization, this paper uses the methods of literature research, induction, expert interview and so on by combining theoretical research with case analysis. Find out the key restricting factors and existing problems of Hisense Group in the localization of transnational operation, draw lessons from the experience of Haier Group and Sony Corporation, and obtain the optimization strategy of the multinational operation of Hisense Group. It also points out a suitable way for Chinese household appliance enterprises to operate locally and provides guidance for Chinese enterprises to invest and develop overseas. The first part of this paper introduces the background and significance of the research, reviews the relevant literature and the definition of the concept; the second part introduces the relevant theories of transnational management; the third part combs the current situation and problems of the development of Hisense Group transnational operation; The fourth part introduces the classic cases of two appliance giants' transnational operation localization, which provides inspiration and reference for the overseas development of Hisense Group. The fifth part puts forward the suggestions of Hisense Group's multinational operation localization. The sixth part is the conclusion.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F426.6
本文编号：2202486
[Abstract]:With the continuous development of economic globalization and the gradual change of the competition environment of transnational corporations, famous multinational corporations in the world are vigorously implementing the localization strategy. Effective overseas localization can enable multinational enterprises to make full use of local resources in order to facilitate their rapid development and reduce the risks of transnational operations. In order to improve the international competitiveness of the enterprise and the ability of sustainable development overseas, and ultimately maximize the benefits of overseas investment. The localization strategy has become a necessary and core strategy for the multinational corporations to carry out their global strategy, and has become the main trend of the development of transnational corporations. In recent years, with the rapid development of Chinese economy, home appliance industry has become one of the fastest-growing industries. In the process of household appliance enterprise expansion, the domestic market is gradually saturated, and the large enterprises gradually turn their attention to the foreign market. In the process of internationalizing the operation of Chinese household appliance enterprises, many enterprises have adopted local operation measures such as building factories in overseas joint ventures and setting up branches in local areas, but a series of problems have arisen. Influence the pace of localization of transnational management of enterprises. With the development of internationalization, it is the most important task to analyze and find out the localization of home appliance enterprises' overseas management and put forward countermeasures. Based on the analysis of transnational management of enterprises and the theoretical basis of localization, this paper uses the methods of literature research, induction, expert interview and so on by combining theoretical research with case analysis. Find out the key restricting factors and existing problems of Hisense Group in the localization of transnational operation, draw lessons from the experience of Haier Group and Sony Corporation, and obtain the optimization strategy of the multinational operation of Hisense Group. It also points out a suitable way for Chinese household appliance enterprises to operate locally and provides guidance for Chinese enterprises to invest and develop overseas. The first part of this paper introduces the background and significance of the research, reviews the relevant literature and the definition of the concept; the second part introduces the relevant theories of transnational management; the third part combs the current situation and problems of the development of Hisense Group transnational operation; The fourth part introduces the classic cases of two appliance giants' transnational operation localization, which provides inspiration and reference for the overseas development of Hisense Group. The fifth part puts forward the suggestions of Hisense Group's multinational operation localization. The sixth part is the conclusion.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F426.6
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