我国家电行业国际化战略研究

发布时间：2018-10-10 14:22

【摘要】：本文以我国家电行业为研究对象，，对其国际化战略进行了较系统的分析与研究。文章首先讨论了选题背景及研究意义。在经济全球化的环境下,我国加入WTO以后,融入国际经济体系的程度进一步加深。中国家电业也同样逐渐把目光定位在国外市场，进一步寻求国际化成长。对中国家电企业的国际化经营做研究，特别是研究国际化战略，是非常有实践价值的。其后本文阐述了中国家电行业国际化研究现状、论文的总体思路和结构安排以及研究方法与技术路线，为下面的研究做准备。在阐述我国家电行业国际化基本情况的基础上，探讨了国际化动因，发现动因包括寻求国外市场的扩张目的、经营扩大国际资源渠道、寻求经营效益和高效率等方面因素。论文还在宏观及微观方面分析我国家电行业进行国际化的环境，企业宏观环境包括政治环境、经济环境、社会环境和技术环境等，微观环境包括竞争者、替代品、消费者、供应商和中间商。之后，对我国家电行业国际化做出SWOT分析，结论如下：优势方面，我国家电企业具有成本优势、规模优势等；劣势方面，行业技术水平较低、国际化程度也很低；机会方面，竞争的加剧有助于我国家电业走国际化道路，而且有利于技术层面的进步，加快产品升级换代；威胁方面，随着市场开发，中国家电企业要面临更残酷的竞争，同时，我国家电企业技术创新能力较弱，出口过程中易受技术壁垒限制。本文接着设计了我国家电行业国际化战略选择的基本模型，包括进入战略及市场成长战略。作为本论文的主体部分,本文对战略选择影响因素进行分析，分别研究外部因素和内部因素，使企业发觉自身面临的机会与威胁，从多方面选择企业国际化的战略路线。依据国际化进程阶段的不同，即国际化的准备阶段、初始导入阶段、当地扩张阶段、全球跨国公司阶段，有针对性地选择我国家电行业国际化战略，并根据实际情况随时作出战略调整，在充分分析自身内部条件与外部环境后，总结出优势与不足，及时调整战略偏差，有效实施国际化战略。本文最后把TCL集团与海尔集团国际化战略研究作为案例进行比较与分析，分别研究了两个集团的国际化战略，国际化模式及国际化理念。最后对整篇文章做出概括。
[Abstract]:In this paper, the domestic appliance industry as the research object, the internationalization of the strategy of a more systematic analysis and research. The paper first discusses the background and significance of the topic. Under the environment of economic globalization, after China's entry into WTO, the degree of China's integration into the international economic system has deepened. China's home appliances industry is also gradually focusing on foreign markets, further seeking international growth. It is of great practical value to study the internationalization management of Chinese household appliance enterprises, especially the internationalization strategy. Then this paper describes the current situation of internationalization of China's household appliances industry, the overall ideas and structural arrangements of the paper, research methods and technical routes, to prepare for the following research. On the basis of expounding the basic situation of internationalization of home appliance industry in our country, this paper probes into the motivation of internationalization, and finds out that the motivation includes seeking for the purpose of expanding the foreign market, managing and expanding the international resource channel, seeking the management benefit and high efficiency and so on. The paper also analyzes the international environment of the household appliance industry in China in macro and micro aspects. The macro environment of enterprises includes political environment, economic environment, social environment and technological environment. The micro environment includes competitors, substitutes, consumers, etc. Suppliers and middlemen. After that, the author makes SWOT analysis on the internationalization of China's home appliance industry. The conclusions are as follows: superiority, cost advantage, scale advantage and so on; inferiority, low technical level and low degree of internationalization; opportunity, and so on. The intensification of competition is conducive to the internationalization of the domestic appliance industry in our country, and is conducive to the progress of technology and the acceleration of product upgrading. In terms of threats, with the development of the market, Chinese household appliance enterprises will face more brutal competition, and at the same time, The technical innovation ability of Chinese household appliance enterprises is weak, and it is easy to be restricted by technical barriers in the process of export. Then, this paper designs the basic model of internationalization strategy choice, including entry strategy and market growth strategy. As the main part of this paper, this paper analyzes the influencing factors of strategic choice, studies the external factors and internal factors, makes enterprises realize the opportunities and threats they face, and chooses the strategic route of internationalization from many aspects. According to the different stages of the internationalization process, that is, the preparation stage of internationalization, the initial import stage, the local expansion stage, and the stage of global multinational corporation, the internationalization strategy of China's household appliance industry is chosen pertinently. And according to the actual situation at any time to make strategic adjustment, after fully analyzing their own internal conditions and external environment, summed up the advantages and disadvantages, timely adjustment of strategic deviation, effective implementation of international strategy. Finally, this paper compares and analyzes the internationalization strategy of TCL Group and Haier Group as a case study, and studies the internationalization strategy, internationalization mode and internationalization concept of the two groups respectively. Finally, the whole article is summarized.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.6

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