泉州汉威公司国际化经营战略研究

发布时间：2018-01-06 20:12

本文关键词：泉州汉威公司国际化经营战略研究　出处：《华侨大学》2015年硕士论文　论文类型：学位论文

【摘要】：经济全球化持续深入发展,全球范围内的产业结构调整和资本要素流动更为快速和广泛,面对艰难复苏的世界经济和错综复杂的地域政治关系格局,企业国际化经营战略已经成为我国实现产业结构调整、经济总量增长和综合国力提升的重要动力。本文从汉威公司所处卫生用品行业的现状分析入手,提出了研究国际化战略的意义,即应对国际市场竞争威胁和全面整合各项资源的需要,对中小民营企业的国际化具有很好的借鉴和指导意义。本文首先,对国际化经营的定义进行了重新的解析;总结和归纳了现有文献研究的成果,对企业国际化的阶段理论、战略理论和竞争战略管理理论进行了详细的论述;以及对国际化战略研究的动因、环境因素和市场进入方式分别做了理论上的解释。其次,介绍了汉威公司国际化的三个主要阶段即探索期、高速发展期和成熟期具体的国际化表现形式;采用PEST分析方法对汉威公司国际化经营战略的外部环境进行了分析;从生产能力、人力资源、品牌影响力、研发能力四方面对汉威公司国际化经营战略的内部环境进行了分析;与此同时,分析了汉威公司国际化战略存在的主要问题:国际化人才准备不足,技术创新力度不够,国际化营销渠道和平台不健全,缺失国际化企业文化的建设,境外投融资困难,提出汉威公司在国际化经营战略要取长补短,发挥自己的比较优势。第三,从国际化经营的战略动因入手,即战略伙伴合作的需要、转移国内产品的同质化竞争的需要、中国加入WTO的影响、寻找低成本制造资源,积累国际化经营经验的需要、政府的政策导向、企业家精神的影响,阐述了汉威公司国际化经营战略的选择,主要包括重组公司组织架构;划分海外营销重点区域;设立全球采购中心;建立组装工厂等,并通过前述的分析得出了汉威公司国际化经营战略的市场进入方式。最后,对提出的国际化经营战略的四步骤分别作了具体的实施建议,即组织架构重组、划分海外营销重点区域,设立全球采购中心,成立海外生产基地。
[Abstract]:Continuous development of economic globalization, industrial restructuring and capital flow worldwide more quickly and widely, in the face of difficult recovery of the world economy and the regional political perplexing relationship pattern, strategy of internationalization of enterprises has become the industry structure adjustment in China, an important driving force of economic growth and enhance the overall national strength in this paper. The status quo of Hanwei sanitary products industry analysis, put forward the research significance of the internationalization strategy, namely the need to deal with the threat of international market competition and integration of various resources, has a very good reference and guidance for the internationalization of small and medium-sized private enterprises. Firstly, the definition of international business is a new analytical summary; and summarizes the existing literature research, theory of enterprise internationalization, strategic theory and strategic management theory into the competition Detail; and motivation of internationalization strategy research, respectively do a theoretical explanation way into environmental factors and market. Secondly, it introduces the three main stages of the internationalization of the company Hanwei exploration stage, rapid development stage and mature stage specific internationalization form; using PEST analysis method on the internationalization strategy of Hanwei company's external environment; from the production capacity, human resources, brand influence, R & D capability square for the international business strategy analysis in the Hanwei company's internal environment; and at the same time, analyzes the main problems of internationalization strategy: the company Hanwei international personnel lack of preparation, technical innovation is not enough, international marketing channel and platform construction is not perfect, the lack of international corporate culture, overseas investment and financing difficulties, proposed Hanwei company operational strategy in the international to take The long run, play to their comparative advantage. Third, starting from the strategic motivations of internationalization, the needs of strategic partners, need to transfer the homogenization of competition of domestic products, China influence of joining the WTO, looking for the low cost of manufacturing resources, the accumulation of international business experience, the government's policy orientation, influence of entrepreneurship and expounds the internationalization strategy of Hanwei companies the choice of restructured company including organizational structure; division of overseas marketing in key areas; the establishment of global procurement center; the establishment of assembly plants, and the international business strategy, market analysis by the first harvest in the way. Finally, the four step of internationalization strategy proposed respectively. For the specific implementation of the recommendations, namely organizational restructuring, division of overseas marketing in key areas, the establishment of global procurement center, the establishment of overseas production base.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.3

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