匹克与阿迪达斯国际化经营战略比较研究

发布时间：2018-02-27 09:00

本文关键词： 匹克与阿迪达斯品牌国际化战略全球运营战略比较　出处：《黑龙江大学》2014年硕士论文　论文类型：学位论文

【摘要】：企业国际化经营是当今国际经济联系日益密切和企业发展的必然趋势,国际企业作为实现国际化投资、经营和管理的组织载体和国际市场行为主体,活跃在世界经济的舞台上。随着我国经济实力的增强,越来越多的企业走上国际化经营的道路。由于中国企业跨国经营起步较晚,缺少实践经验,在国际化经营过程中道路曲折,体育用品企业也不例外。本文以匹克与阿迪达斯公司国际化经营战略为研究内容,从战略管理视角,结合匹克与阿迪达斯的国际经营环境之间的差异,系统论述了匹克与阿迪达斯在品牌国际化、海外市场进入模式和全球经营方面的差异,指出匹克这样的中国企业在国际化进程中既要学习阿迪达斯这样的国际著名体育企业的国际化经营战略,还要结合自身企业状况,制定合理的国际化经营战略。
[Abstract]:The internationalization of enterprise management is the inevitable trend of the international economic relationship and the development of the enterprise. As the carrier of the international investment, management and management, the international enterprise acts as the main body of the international market. Active on the stage of the world economy. With the strengthening of China's economic strength, more and more enterprises have embarked on the road of international operation. Due to the late start of transnational operation of Chinese enterprises and the lack of practical experience, In the process of internationalization, the road is twists and turns, and the sporting goods enterprises are no exception. This paper takes the international management strategy of Pick and Adidas Company as the research content, from the perspective of strategic management, Combined with the difference between the international business environment of Pick and Adidas, this paper systematically discusses the differences in brand internationalization, overseas market entry mode and global operation between Pickers and Adidas. It is pointed out that in the process of internationalization, Chinese enterprises such as Pick should not only learn from the international management strategy of famous international sports enterprises such as Adidas, but also formulate reasonable international management strategies according to their own conditions.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.8;F272.3

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