拓荟商务美国拓展服务平台策划

发布时间：2018-07-08 21:40

本文选题：美国拓展服务平台 + 自主品牌　；参考：《西南交通大学》2014年硕士论文

【摘要】：中国制造在过去三十年得到长足发展,但是中国企业主要依靠OEM方式走向世界的外贸模式却面临越来越多的困境,特别在海外市场把控、品牌建设、利润空间等方面。伴随着商品出口,虽然大量服务企业在提供配套商务服务,但是海外本土市场开拓服务发展程度不高,加大了企业实地拓展海外市场的难度。拓荟商务希望通过建立美国拓展服务平台使得中国企业更容易实地进入与开拓美国市场,同时实现拓荟业绩增长。美国拓展服务平台可以借鉴的案例较少,涉及服务面较广,是否具备建立此种业务合适的条件、竞争力,以及如何进行策略选择与策划是本文研究的问题。本文研究了美国拓展服务平台背景、需求、竞争力以及策略。本文通过逻辑推理、实证分析、比较分析相结合,通过行业内人员访谈、问卷调查、查阅法规文件、行业数据资料,从中国制造业的发展阶段、现状以及海外拓展面临的问题点进行切入,具体介绍了海外拓展平台概念,建立的具体思路；对其商业模式、市场环境与前景、竞争力等方面进行了研究并提出相应方案与对策；论述了平台建立的必要性、操作方法与整体思路。本文概述了美国拓展服务平台的背景、意义、范围与思路；从海外拓展服务行业背景、现状等方面阐述了拓荟商务情况及问题；分析了中国制造企业对美国拓展服务平台需求；运用波特五力模型与SWOT模型评价了平台的行业竞争环境以及自身竞争力；结合前面的分析,制定出拓展服务平台的策略选择与平台策划。通过文章分析,可以得出拓荟美国拓展服务平台符合企业发展需要,具备资源整合服务优势与竞争力,在运作上具有可行性。也为海外市场拓展服务业提出了一种在目标国设立资源整合服务机构的创新方案。
[Abstract]:Made in China has made great progress in the past 30 years, but the foreign trade mode that Chinese enterprises mainly rely on OEM to go to the world is facing more and more difficulties, especially in the overseas market control, brand building, profit space and so on. With the export of commodities, although a large number of service enterprises provide supporting business services, the development of overseas domestic market services is not high, which makes it more difficult for enterprises to expand overseas markets on the spot. The company hopes to make it easier for Chinese enterprises to enter and develop the American market and achieve the growth of its performance through the establishment of American expansion service platform. There are few cases that can be used for reference in the United States, involving a wide range of services, whether it has the right conditions to establish this kind of business, competitiveness, and how to choose and plan the strategy is the problem studied in this paper. This paper studies the background, demand, competitiveness and strategy of expanding service platform in the United States. This paper combines logical reasoning, empirical analysis, comparative analysis, interviews with people in the industry, questionnaire survey, reference to legal documents and industry data, from the development stage of China's manufacturing industry. This paper introduces the concept of overseas development platform, the concrete ideas of its establishment, its business model, market environment and prospect. This paper studies the competitiveness and puts forward the corresponding plans and countermeasures, and discusses the necessity, operation method and the whole idea of the platform establishment. This paper summarizes the background, significance, scope and thinking of the American service platform, expounds the business situation and problems from the overseas service industry background and current situation, and analyzes the demand of the Chinese manufacturing enterprises for the American expansion service platform. This paper evaluates the competitive environment of the platform and its own competitiveness by using Porter's five-force model and SWOT model, and formulates the strategy selection and platform planning for expanding service platform by combining the previous analysis. Through the analysis of the article, it can be concluded that the expanding service platform in America meets the needs of enterprise development, has the advantages and competitiveness of resource integration service, and is feasible in operation. It also puts forward an innovative plan to set up resource integration service institutions in target countries for overseas market expansion.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F424

【共引文献】