我国大型空调企业国际化发展对策研究

发布时间：2018-03-19 17:18

本文选题：大型空调企业　切入点：国际化　出处：《南京大学》2014年硕士论文　论文类型：学位论文

【摘要】：在当今世界全球化,信息化趋势日益加强的今天,企业实施国际化所面临的物流运输,跨国商业交流沟通等成本不断降低,速度稳步提高。中国经过30多年的改革开放,充分利用劳动力成本,基础设施建设,政府扶持外向型经济等优势,承接全球中低端制造业逐步向低生产成本区域转移之趋势,充分利用国内,国际两大市场,制造业迅速扩张,工业产值已居于全球首位。其中以空调业为代表的家电制造业,已经成长为中国最具国际竞争力,海外市场占有率最高的产业之一。而格力,美的,海尔,志高这4家国内规模最大空调制造企业,更是其中的皎皎者,出口规模,海外市场占有率引领行业。在出口销售规模迅速成长的同时,我国大型空调企业对国际市场的依存度也在不断提高。而品牌拉力不强,产品过度陷入国内同行业价格竞争的泥潭,代工依赖症等问题也在困扰着这些企业。从单纯的空调成品出口转向产品,品牌,技术的全面输出,在全球范围内有效配置资源,逐步深化国际化进程,已经成为大型空调器企业必然的选择。研究我国大型空调企业的国际化对策,有利于梳理中国民营企业走向国际化可能的演进方式。在广阔的国际市场上,中资品牌面对发达国家同行业的世界级品牌,在技术研发能力,管理能力,品牌知名度,资金实力等方面均存在相当差距,在国际化的进程中如何充分利用自身的成本等优势,占领细分市场后迅速提升规模,再而切入主流市场,通过精准定位在国际市场实现有效卡位,在本文可以得到一定的启发。本文首先阐明了论文研究对于探索中国制造业的国际化道路所具有的借鉴作用,并对国际化的定义进行了诠释,分析了企业国际化涵盖的生产,销售,管理,融资,服务,人才等各个方面与共同特点。接着,本文分析了企业国际化的主要理论模型,对企业选择不同发展模式的原因及要素制约进行了探讨。然后,本文回顾了中国大型空调企业的国际化历程,即整个行业经历了进口替代-国内快速发展-出口导向三个阶段；针对格力,美的,海尔,志高这四家行业内规模名列前茅,产权结构及经营模式各具特点的企业国际化现状及特点进行了剖析了,并深入分析了此类企业当前存在的问题。随后,本文对中国空调器企业的国际化影响因素及环境进行了探讨,通过SWOT分析模式对大型空调企业国际化面临的优势,劣势,机会,威胁进行了详实的分析。然后,本文分析了我国大型空调器国际化的条件与途径,并重点以4Ps营销模型做了策略分析。最后,根据四家企业不同的能力与愿景所采取的不同国际化模式,并针对特定企业的自身的经营特色,本文提供了可能的应对措施。我国大型空调器企业在充分利用国际市场,实现规模快速增长,国际化之路初见成效的同时,正如中国其他出口制造业一样,面临着因劳动力,环境成本上升,人民币汇率单边上升所导致的成本优势弱化；过度依赖代工业务而导致产品附加值低,赢利空间收缩等一系列挑战。研究好大型空调企业国际化发展对策,对于中国制造型企业走好的国际化演进之路,有着一定的借鉴意义。
[Abstract]:In today's world of globalization, the increasing trend of informatization today, enterprise logistics internationalization faces, transnational commercial communication costs continue to reduce the speed of China increased steadily. After 30 years of reform and opening up, make full use of labor cost, infrastructure construction, government support of export-oriented economy and other advantages, to undertake the low-end manufacturing industry worldwide in the low production cost gradually to the trend of regional transfer, make full use of domestic and international two big market, the rapid expansion of manufacturing industry, industrial output has been among the first in the world. The air conditioning industry as the representative of the home appliance manufacturing industry, has grown into the most competitive Chinese, overseas market share one of the highest in the industry. And GREE. The United States, Haier, CHIGO the 4 largest domestic air-conditioning manufacturing enterprises, is one of the head, the export scale, overseas market share in a leading industry. Export sales volume rapid growth at the same time, China's large-scale air conditioning enterprises depend on the international markets are increasing. While the brand force is not strong, the product in the domestic industry excessive price competition quagmire, OEM dependence problems also plagued these enterprises. From the simple air conditioning products exported to the product, brand. Comprehensive output technology, efficient allocation of resources in the global scope, the gradual deepening of the process of internationalization, has become the inevitable choice of large air conditioning enterprises. Research on internationalization strategy in China large air conditioning enterprises, is conducive to the internationalization of Chinese private enterprises combing possible evolution. In the vast international market, Chinese brands in developed countries the same industry world-class brand, management ability in technical research and development capabilities, brand awareness, there are a considerable gap in financial strength and other aspects, such as in the process of International How to take advantage of its cost advantages, occupying the market after the rapid increases in size, and then cut into the mainstream market, realize the effective position in the international market through the precise positioning, can get some inspiration in this paper. This paper first expounds the research is to explore the China manufacturing internationalization reference, and the definition of on the internationalization of the interpretation, analysis of the internationalization of enterprises covering production, sales, management, finance, services, personnel and other aspects and common features. Then, this paper analyzes the main theoretical model of enterprise internationalization, the enterprises choose different modes of development and reasons of restricting factors are discussed. Then, this paper reviews the internationalization the course of China large air conditioning enterprises, the whole industry has experienced rapid development of domestic import substitution and export orientation - three stages; for GREE, Midea, Haier, CHIGO this four scale industry leading, enterprise internationalization status and characteristics of ownership structure and business model characteristics are analyzed, and in-depth analysis of the existing problems of such enterprises. Subsequently, the internationalization of the China air conditioning enterprise and influencing factors in the environment were discussed, through the analysis of the SWOT mode of the internationalization of large air conditioning enterprises are faced with the advantages, disadvantages, opportunities and threats for a detailed analysis. Then, this paper analyzes and approaches of China's large-scale air conditioning international conditions, and focus on 4Ps marketing model makes the strategy analysis. Finally, according to the ability and vision of four enterprises of different to the different mode of internationalization, and specific the enterprise's own operating characteristics, this paper provides measures to deal with possible. China's large enterprises to make full use of air conditioner in the international market, to achieve the scale of rapid growth, The road of internationalization success at the same time, as the other export Chinese manufacturing industry, faced with rising environmental costs for labor, weakening of the RMB exchange rate caused by the unilateral increase of cost advantage; excessive dependence on OEM business due to low value-added products, profit margins shrink a series of challenges. The internationalization of large air-conditioning business development strategy the evolution of China, internationalization of manufacturing enterprise take the road, has a certain significance.

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F272.3

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