海信国际化经营战略研究

发布时间：2018-10-24 18:13

【摘要】：面对变幻莫测竞争激烈的宏观经济环境，国内的家电市场开始了新的一轮的结构调整，产品的品牌集中度越来越高2009年以来，整个家电行业经历了洗牌重组调整之后，许多大型企业得以积累力量和优势，开拓出来了适合自身发展的新模式新策略有着四十余年历史积淀的海信，是一个以技术质量诚信责任为发展宗旨的大型国际化家电企业集团从一个当初只有十几人的收音机制造车间，发展为如今销售额达810亿元全球员工达60000人的大型企业，海信走得艰辛，但走得也稳健本文基于企业国际化相关理论，以案例分析为方法，把海信集团为研究的对象，对海信的国际化经营战略进行了深入研究首先，，基于世界经济一体化国际化以及家电市场发展状况的背景，引出了文章的研究背景研究目的以及研究意义同时对国内外企业国际化经营战略的相关理论展开综述，作为文章的理论基础；其次，介绍了海信集团有限公司国际化经营的历程和现状，阐述海信国际化经营的背景，总结和归纳海信循序渐进的国际化发展历程，分析海信国际化经营的现状；再次，从全球营销战略品牌国际化战略全球研发战略及本土化战略几个方面，结合海信在海外市场的具体实践，详细介绍了海信的国际化经营战略；最后，根据对海信国际化战略的所面临的市场环境基础所做的详细分析，找到海信国际化的进程中所存在的种种问题，进而提出改进海信国际化经营战略的建议本文希望通过总结海信国际化的成功经验与教训，为海信的未来国际化之路提供一定的建议，能够为企业所有者和管理者提供参考，并且可以为其他企业领导者国际化企业提供一个有一定代表性可以借鉴的企业国际化案例，具有一定的现实意义
[Abstract]:In the face of the unpredictable and competitive macroeconomic environment, the domestic home appliance market has begun a new round of structural adjustment. Since 2009, the brand concentration of the products has become more and more high, and the whole household appliance industry has undergone a reshuffle and restructuring. Many large enterprises have been able to accumulate strength and advantages, and developed a new model and new strategy suitable for their own development, Hisense, which has a history of more than 40 years, It is a large international household appliance enterprise group with the responsibility of technical quality and good faith as its development tenet. From a radio workshop with only a dozen people at the beginning, it has developed into a large enterprise with a sales volume of 81 billion yuan and 60000 employees all over the world Hisense walked hard, but also stoutly. Based on the relevant theory of enterprise internationalization, this paper takes the case analysis as the method, taking Hisense Group as the object of study, carries on the thorough research to the Hisense internationalization management strategy, first of all, Based on the background of the internationalization of the world economy and the development of the home appliance market, the purpose and significance of the research on the background and significance of the research are introduced. At the same time, the relevant theories of the internationalized management strategy of the domestic and foreign enterprises are summarized. As the theoretical basis of the article. Secondly, the paper introduces the course and current situation of Hisense Group's international operation, expounds the background of Hisense's international operation, summarizes and sums up the gradual and progressive development course of Hisense's internationalization. Thirdly, from the aspects of global marketing strategy, brand internationalization strategy, global R & D strategy and localization strategy, combined with Hisense's concrete practice in overseas market, Finally, according to the detailed analysis of the market environment foundation of Hisense internationalization strategy, we find out the problems existing in the process of Hisense internationalization. And then put forward some suggestions to improve Hisense's internationalization management strategy. This paper hopes to provide some suggestions for the future internationalization of Hisense through summing up the successful experience and lessons of Hisense internationalization. It can provide reference for enterprise owner and manager, and can provide a representative case of enterprise internationalization for other enterprise leaders, which has certain practical significance.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6

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