TCL集团国际化战略研究

发布时间：2018-04-24 17:44

本文选题：TCL集团 + 家电企业　；参考：《兰州财经大学》2016年硕士论文

【摘要】：在经济全球化的背景下,“走出去”已经成为每个企业的发展战略。家电行业作为我国的一个支柱产业,是我国较早步入国际市场、参与国际竞争的行业。我国家电行业保持了较快的发展速度,从最初家电业对外全面开放进而吸引了一大批国际家电企业进入,到我国家电企业逐步走出去并建立自主品牌至今,我国家电业整体发展已经趋于成熟,产生了一批颇具规模、实力强和发展后劲十足家电集团企业。作为中国企业国际化的代表,也是中国家电市场的主要企业,TCL集团在过去30多年的发展过程中由一家小企业成长为一家走出国门、在全球有影响力的企业。本文以TCL集团的国际化战略为研究主体,具体内容分六章来阐述。首先提出论文的选题背景和研究意义,对企业国际化战略的相关理论和研究成果进行了归纳总结,论述了本文的研究内容和研究方法,并对论文的框架结构进行了说明。其次,对TCL集团国际化的基本发展现状进行分析,归纳总结现阶段TCL集团国际化所面临的主要问题,并分析TCL集团国际化当前所处环境状况。再次,分析TCL集团进行国际化所选择的战略,对TCL集团在现阶段的国际化战略做出选择与调整,提出在已有市场上采取市场渗透战略,大力发展新的国际市场开发战略,辅助实行产品延伸战略、多元化经营战略。最后,为使TCL集团国际化战略更具实际操作性,提出国际化战略实施的保障措施。TCL集团要想在国际化的道路上更长远的走下去,很大程度上取决于其“走出去”的路径选择,必须拥有明确的战略选择,对TCL品牌精耕细作,努力积累自身核心能力和品牌资产。同时,虽然相对于竞争对手,TCL集团具有独特的资源优势,但仍无法摆脱整个产业环境给企业战略带来的影响,国内家电企业的发展在一定意义上也影响着TCL集团国际化的进程和节奏。对于成功而言,内部因素永远是最主要的,企业要想成功实施国际化战略,必须锤炼内功,加强自身的综合素质,为其国际化战略的实施提供内部支持。
[Abstract]:Under the background of economic globalization, "going out" has become the development strategy of every enterprise. As a pillar industry of our country, home appliance industry is the industry that our country entered the international market earlier and participated in the international competition. The household appliance industry of our country has maintained a relatively rapid development speed. From the initial opening of the household appliance industry to the outside world and attracting a large number of international home appliance enterprises to enter, the domestic appliance industry has gradually gone out and established its own brand. The whole development of home appliance industry in our country has become mature, which has produced a group of large scale, strong strength and development stamina household appliance group enterprises. As the representative of the internationalization of Chinese enterprises and the main enterprise of Chinese home appliance market, TCL Group has grown from a small enterprise to an influential one in the world in the past 30 years. This article takes the internationalization strategy of TCL Group as the main body of study, the concrete content is divided into six chapters to elaborate. Firstly, the background and significance of the thesis are put forward, the related theories and research results of enterprise internationalization strategy are summarized, the research contents and research methods are discussed, and the frame structure of the thesis is explained. Secondly, this paper analyzes the basic development status of TCL Group internationalization, summarizes the main problems faced by TCL Group internationalization at present, and analyzes the current environmental situation of TCL Group internationalization. Thirdly, this paper analyzes the strategy chosen by TCL Group to carry out internationalization, makes choices and adjustments to the internationalization strategy of TCL Group at the present stage, and proposes to adopt market penetration strategy in the existing market and vigorously develop new international market development strategy. Support the implementation of product extension strategy, diversification strategy. Finally, in order to make the internationalization strategy of TCL Group more practical, it is put forward that the safeguard measures for the implementation of the internationalization Strategy .TCL Group wants to go on the road of internationalization in the long run, to a large extent, it depends on its "going out" path choice. Must have the clear strategic choice, to TCL brand intensive work, diligently accumulates own core ability and the brand equity. At the same time, although the TCL Group has a unique resource advantage over its competitors, it still can not get rid of the impact of the entire industrial environment on the enterprise strategy. The development of domestic appliance enterprises also affects the process and rhythm of internationalization of TCL Group in a certain sense. For success, internal factors are always the most important. If enterprises want to implement internationalization strategy successfully, they must improve their internal performance, strengthen their own comprehensive quality, and provide internal support for the implementation of their internationalization strategy.
【学位授予单位】：兰州财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F272.3;F426.6

【参考文献】