长虹（巴基斯坦）市场发展战略研究

发布时间：2018-01-24 19:35

  本文关键词： 长虹 发展战略 国际化 联合品牌　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化趋势的加速发展,国际化成为长虹顺应市场竞争的必然选择,长虹根据自身的制造优势、技术优势,针对目标市场的环境差异,选择了自有品牌、加工定制、OEM加工、联合品牌相结合的国际化战略。从1998年至今,历经十几年的探索和实践,长虹已基本实现从产品国际化向资本国际化、品牌国际化、人才国际化的转变。长虹利用RUBA集团在当地强大的社会资源和营销网络,RUBA利用长虹的制造优势、技术优势、品牌推广优势,为最大限度实现合作双方的诉求,合作双方在巴基斯坦注册CHANGHONGRUBA联合品牌,并注册成立长虹-RUBA贸易和制造公司,由合资公司对联合品牌进行经营管理,这样既可以快速准确的了解客户消费习惯和产品特点,又可聚焦双方的优势资源,快速锁定目标市场和目标客户。本文以长虹巴基斯坦子公司的发展历程以及实际经营为案例,通过对长虹与RUBA集团合作案例的总结与分析,采用理论与实践相结合的方式,运用管理学领域中的战略管理的PEST模型、价值链模型及SWOT分析法,剖析战略形成、战略决策、风险管理等要素,总结合作过程中的成功经验和失败教训,既可为长虹品牌进军南亚、西亚、中东、欧洲做必要的市场积淀和经验积累,又可开拓长虹国际化战略新模式,此外,对国内的其它企业的国际化战略亦有借鉴意义。
[Abstract]:With the accelerated development of economic globalization, internationalization has become an inevitable choice for Changhong to follow the market competition advantage, according to Changhong, its manufacturing technology, target market environment difference, choose its own brand, custom processing, OEM processing, combined with the combination of brand internationalization strategy. Since 1998, after ten years of exploration and practice the Changhong has been basically achieved from the product to the internationalization of capital internationalization, brand internationalization, transformation of talents internationalization. Changhong by RUBA group in the local strong social resources and marketing network, RUBA advantage, Changhong's manufacturing technology advantage, brand advantage, in order to maximize cooperation demands, cooperation between the two sides in Pakistan registered CHANGHONGRUBA co branding, and established Changhong -RUBA trading and manufacturing company, the joint venture company and brand management of antithetical couplet, the The sample can quickly and accurately understand customer consumption habits and characteristics of products, but also focus on the strengths of both resources and fast locking the target market and target customers. Based on the development of Changhong's Pakistan subsidiary and the actual business case, through analysis and summary on the cooperation of Changhong and RUBA group case, using a combination of theory and practice the PEST model, strategic management is applied in the field of management, value chain model and SWOT analysis method, analysis of strategy formation, strategic decision-making, risk management and other factors, summed up the experiences and lessons in the process of cooperation, both for the Changhong brand into the Middle East, South Asia, West Asia, Europe to do the necessary market accumulation and accumulated experience, but also to develop a new model of internationalization strategy of Changhong, in addition, also has reference significance to other domestic enterprises internationalization strategy.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.6
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本文编号：1460855