中联重科国际化策略研究

发布时间：2018-11-13 17:26

【摘要】：随着全球经济一体化的不断推进以及中国经济的稳定发展，越来越多的中国企业不满足于单纯在国内市场上发展，开始把开拓国际市场作为企业发展的重要战略。中联重科2000年涉足国际市场以来出口业绩逐渐提升，2013年的海外收入超过了35亿，同比增长达到26.31%，，中联重科目前已在全球近80个国家建立了销售和服务平台。中联重科是实施国际化战略较成功的工程机械企业，研究中联重科的国际化策略，一方面可以找出中联重科目前发展可能存在的问题，以及采取何种措施来保持自己的国际竞争优势，另一方面，对中国的工程机械企业走向国际也有一定的指导意义。本文以企业国际化相关理论为基础，结合中联重科二十多年国际化经营的实践，对中联重科国际化经营的现状，国际化主要采取的发展方式进行了综合分析，指出了目前中联重科国际化经营中存在的问题。同时采取SWOT分析方法，指出联重科国际化发展的优势主要有品牌优势、战略决策和执行能力较高、国际融资优势、科研创新优势、企业文化优势等；劣势主要有核心技术相对不足、国际化人才紧缺及资金压力过大；机会有国内外市场仍有发展空间、品牌认可度进一步提升等；威胁有国内外同行业企业竞争依然激烈、产品同质化、成本上升等，通过对优势、劣势、机会及威胁的综合分析，从而形成中联重科国际化发展的SWOT分析表，并根据SWOT分析表尝试制定出了加快中联重科国际化发展战略目标实现的发展策略：多元化发展策略、研发本土化策略、国际化人才培养策略、资本运营策略、跨文化融合策略，并基于此进一步指出了中联重科推进国际化发展的具体举措建议，主要是在产品差异化及系列化、产业多元化、推出高端产品、降低成本、技术研发、营销及售后服务、履行企业社会责任及合理利用国外法律等方面提出一些改进的建议。希望通过相关建议的实施，可以提升中联重科的核心竞争力，在复杂多变的国际市场环境中把握主动，实现企业的可持续发展。
[Abstract]:With the continuous promotion of global economic integration and the steady development of Chinese economy, more and more Chinese enterprises are not satisfied with the development of the domestic market, and begin to take the development of international market as an important strategy for the development of enterprises. Since it entered the international market in 2000, its export performance has gradually improved, and its overseas revenues exceeded 3.5 billion in 2013, an increase of 26.31 percent over the same period last year. The company has established sales and service platforms in nearly 80 countries around the world. Zoomlion is a successful construction machinery enterprise carrying out internationalization strategy. On the one hand, we can find out the possible problems existing in the development of Zhonglian heavy Branch by studying its internationalization strategy. On the other hand, it has certain guiding significance for Chinese construction machinery enterprises to go international. Based on the relevant theories of enterprise internationalization, combined with the practice of international operation in more than 20 years, this paper makes a comprehensive analysis of the current situation of international management and the development of internationalization. This paper points out the problems existing in the international management of Zhonglian heavy Branch. At the same time, by adopting the SWOT analysis method, the author points out that the advantages of Lianzhouke's internationalization development are mainly brand advantage, strategic decision making and execution ability, international financing advantage, scientific research and innovation advantage, enterprise culture advantage and so on. The main disadvantages are the relative shortage of core technology, the shortage of international talents and the excessive pressure of capital; there is still room for development in the domestic and foreign markets, and the brand recognition is further enhanced. The threats are that the competition between domestic and foreign enterprises in the same industry is still fierce, the products are homogenized, the cost is rising, and so on. Through the comprehensive analysis of the advantages, disadvantages, opportunities and threats, the SWOT analysis table for the international development of Zhonglian heavy Technology is formed. According to the SWOT analysis table, the author tries to formulate the development strategy to accelerate the realization of the strategic goal of international development of Zoomlion: diversified development strategy, research and development localization strategy, international talent training strategy, capital operation strategy, cross-cultural integration strategy. Based on this, the paper further points out the specific measures and suggestions for Zoomlion to promote international development, mainly in product differentiation and serialization, industrial diversification, introduction of high-end products, reduction of costs, technical research and development, marketing and after-sales service. Some suggestions on how to fulfill corporate social responsibility and make use of foreign laws are put forward. It is hoped that the implementation of relevant suggestions can enhance the core competitiveness of Zoomlion, grasp the initiative in the complex and changeable international market environment, and realize the sustainable development of the enterprise.
【学位授予单位】：兰州商学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.4

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