M公司中国高端卡车市场进入模式选择研究
发布时间：2018-09-09 12:46
【摘要】：随着中国经济的持续稳定增长以及政府对节能环保的大力支持,中国物流行业的转型和卡车行业的产品升级已经成为必然趋势。根据国务院《物流业发展中长期规划(2014-2020年)》中有关规划,2020年我国将建立起整体运行效率更高的现代物流服务体系,基础设施和交通运输网络也将进一步完善。这就意味着未来的物流行业需要更高效的组织运行方式,而实现这一目标最直接的手段就是升级物流用车,即购买作为生产资料的高端卡车产品。对于持续寻找新兴市场和增长点的跨国卡车制造商而言,中国高端卡车市场无疑存在巨大潜力。因此,为了最大程度的减少投资风险并增加投资回报,如何运用科学的方法确定进入中国市场的时机和方式就成了十分具有战略意义的课题之一。本文首先通过理论文献归纳与总结的方法,在研读中外文献的基础上,将与本文相关的跨国企业海外市场进入理论研究成果进行系统且全面的总结与归纳,形成条理,为具体研究做好铺垫;接着着眼于理论研究中存在的不足之处,通过研究并分类外资企业进入中国高端卡车市场的主要模式,创新地提出了各进入模式选择的决策路径,进一步分析和归纳影响其决策的主要因素,得出了风险是跨国企业决策者选择进入模式时最应注重的决策因素之一的结论;继而研究了中国卡车市场历史情况、未来产业发展政策等,并通过案例分析参考其他跨国高端卡车制造商在中国卡车市场的投资行为,结合M公司自身情况,通过TOPSIS(逼近于理想解的排序)方法,建立了基于风险评估的模糊评价模型;最后再通过实际应用,结合基于层次分析的专家赋权法,对其适用于中国高端卡车市场的各备选进入模式作出了评价,给出了M公司进入中国高端卡车市场战略选择上的建议。本文建立的基于风险评估的模糊评价模型对于跨国企业进入中国高端卡车市场具有一定的实践意义。对于已经进入的跨国企业,其决策者可以依照该评价模型回顾并调整他们的未来运营策略;对于那些正在寻求国际商务合作,计划开拓海外业务以扩张企业规模的国内企业决策者来说,本研究提供的理论工具同样具有参考价值。
[Abstract]:With the sustained and stable growth of China's economy and the government's strong support for energy conservation and environmental protection, the transformation of China's logistics industry and the upgrading of the truck industry have become an inevitable trend. According to the plan of the State Council's "medium and long term Plan for the Development of Logistics Industry (2014-2020)", China will set up a modern logistics service system with higher efficiency in 2020, and the infrastructure and transportation network will also be further improved. This means that the logistics industry in the future needs more efficient organization and operation, and the most direct way to achieve this goal is to upgrade logistics vehicles, that is, to purchase high-end truck products as the means of production. For multinational truckmakers who continue to look for emerging markets and growth, there is no doubt that China's high-end truck market has huge potential. Therefore, in order to reduce the investment risk and increase the return on investment, how to use scientific methods to determine the opportunity and way to enter the Chinese market has become one of the most strategic issues. This paper first through the theoretical literature induction and summary method, on the basis of reading the Chinese and foreign literature, will be related to the multinational enterprises into the theoretical research of the overseas market to a systematic and comprehensive summary and induction, forming a coherent, Then focusing on the shortcomings of the theoretical research, this paper studies and classifies the main models of foreign enterprises entering the high-end truck market in China, and innovatively puts forward the decision paths for the choice of entry modes. By further analyzing and summarizing the main factors that influence the decision making, we draw the conclusion that risk is one of the most important decision factors when the decision makers of multinational enterprises choose to enter the mode, and then the historical situation of Chinese truck market is studied. Based on the future industrial development policy, and referring to the investment behavior of other multinational high-end truck manufacturers in the Chinese truck market through case analysis, combining with M Company's own situation, through TOPSIS (ranking method approaching to the ideal solution), The fuzzy evaluation model based on risk assessment is established. Finally, through the practical application, combined with the expert weighting method based on AHP, the various alternative entry models suitable for the high-end truck market in China are evaluated. The suggestion of M company's strategic choice to enter Chinese high-end truck market is given. The fuzzy evaluation model based on risk assessment established in this paper has certain practical significance for multinational enterprises to enter the high-end truck market in China. For multinationals that have entered, their decision makers can review and adjust their future operating strategies according to the evaluation model; for those seeking international business cooperation, For domestic decision makers who plan to expand their overseas business to expand their business size, the theoretical tools provided by this study are also of reference value.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471
本文编号：2232410
[Abstract]:With the sustained and stable growth of China's economy and the government's strong support for energy conservation and environmental protection, the transformation of China's logistics industry and the upgrading of the truck industry have become an inevitable trend. According to the plan of the State Council's "medium and long term Plan for the Development of Logistics Industry (2014-2020)", China will set up a modern logistics service system with higher efficiency in 2020, and the infrastructure and transportation network will also be further improved. This means that the logistics industry in the future needs more efficient organization and operation, and the most direct way to achieve this goal is to upgrade logistics vehicles, that is, to purchase high-end truck products as the means of production. For multinational truckmakers who continue to look for emerging markets and growth, there is no doubt that China's high-end truck market has huge potential. Therefore, in order to reduce the investment risk and increase the return on investment, how to use scientific methods to determine the opportunity and way to enter the Chinese market has become one of the most strategic issues. This paper first through the theoretical literature induction and summary method, on the basis of reading the Chinese and foreign literature, will be related to the multinational enterprises into the theoretical research of the overseas market to a systematic and comprehensive summary and induction, forming a coherent, Then focusing on the shortcomings of the theoretical research, this paper studies and classifies the main models of foreign enterprises entering the high-end truck market in China, and innovatively puts forward the decision paths for the choice of entry modes. By further analyzing and summarizing the main factors that influence the decision making, we draw the conclusion that risk is one of the most important decision factors when the decision makers of multinational enterprises choose to enter the mode, and then the historical situation of Chinese truck market is studied. Based on the future industrial development policy, and referring to the investment behavior of other multinational high-end truck manufacturers in the Chinese truck market through case analysis, combining with M Company's own situation, through TOPSIS (ranking method approaching to the ideal solution), The fuzzy evaluation model based on risk assessment is established. Finally, through the practical application, combined with the expert weighting method based on AHP, the various alternative entry models suitable for the high-end truck market in China are evaluated. The suggestion of M company's strategic choice to enter Chinese high-end truck market is given. The fuzzy evaluation model based on risk assessment established in this paper has certain practical significance for multinational enterprises to enter the high-end truck market in China. For multinationals that have entered, their decision makers can review and adjust their future operating strategies according to the evaluation model; for those seeking international business cooperation, For domestic decision makers who plan to expand their overseas business to expand their business size, the theoretical tools provided by this study are also of reference value.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471
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