庞巴迪运输集团在华本土化发展战略研究

发布时间：2018-05-16 01:27

本文选题：跨国公司 + 轨道交通　；参考：《北京交通大学》2013年硕士论文

【摘要】：随着全球经济一体化的不断发展,跨国经营已经成为当今世界经济运行的主要特征,跨国公司的本土化战略直接影响甚至决定了企业的扩张速度和资本收益。因此,本土化已经逐渐成为跨国公司的核心发展战略,本土化也逐渐成为研究跨国公司发展形态和发展趋势的重要课题。近年来,随着中国经济的高速发展和城市化进程的不断加快,作为国民经济支柱产业之一的轨道交通行业迎来了快速发展的黄金时期。面对巨大的市场需求和有利的发展形势,轨道交通装备制造业中的国际巨头们纷至沓来,通过实施在华的本土化发展战略与中国本土企业展开了激烈的竞争与广泛的合作,并取得了良好的经营效果。本文选取世界轨道交通装备技术的领导者庞巴迪运输集团作为研究对象,在结合跨国公司本土化发展的基本理论和普遍实践的基础上,首先对庞巴迪运输集团在华本土化发展的现状进行了调研分析；其次,运用PEST分析法和波特五力模型等研究手段对庞巴迪运输集团在华本土化发展的外部环境因素与内部需求因素进行分析,阐明了其在华实施本土化发展战略的动因；然后通过SWOT模型对庞巴迪运输集团在华本土化发展的优势、劣势、机会与威胁进行分析,指出了该集团在华本土化发展从长远角度应采取和保持SO增长型的发展战略,同时在近期针对大铁路市场的疲软应适时适度地引入ST多种经营战略；随后,论文从坚持合资经营、致力降低成本、适度产品差异化以及增强全过程服务等四个方面对该集团在华本土化发展战略的具体实施进行了论述,并从优化本土人力结构、健全本土研发创新、转变本土营销策略以及完善本土企业文化四个方面制定了战略实施的保障措施；最后,提出了对中国轨道交通装备制造企业开展跨国经营的启示与借鉴,具有较强的现实意义和战略参考价值。
[Abstract]:With the continuous development of global economic integration, transnational operation has become the main feature of the world economic operation. The localization strategy of multinational corporations directly affects and even determines the expansion speed and capital gains of enterprises. Therefore, localization has gradually become the core development strategy of multinational corporations, and localization has gradually become an important topic to study the development patterns and trends of transnational corporations. In recent years, with the rapid development of China's economy and the acceleration of urbanization, the rail transit industry, one of the pillar industries of the national economy, has ushered in a golden period of rapid development. In the face of huge market demand and favorable development situation, the international giants in the rail transit equipment manufacturing industry have come in succession to carry out fierce competition and extensive cooperation with Chinese local enterprises through the implementation of the localization development strategy in China. And has obtained the good management effect. In this paper, Bombardier Transportation Group, the leader of the world rail transit equipment technology, is chosen as the research object, on the basis of combining the basic theory and general practice of the localization development of multinational corporations. First, the status quo of Bombardier Transportation Group's localization in China is investigated and analyzed. This paper analyzes the external environmental factors and internal demand factors of Bombardier Transportation Group's localization development in China by means of PEST analysis and Porter's five Force Model, and clarifies the motivation of its localization development strategy in China. Then through the SWOT model, the author analyzes the advantages, disadvantages, opportunities and threats of Bombardier Transportation Group's localization development in China, and points out that the development of Bombardier Transportation Group in China should adopt and maintain so growth strategy in the long run. At the same time, in view of the weakness of the large railway market in the near future, the St diversification strategy should be introduced in a timely and appropriate manner. This paper discusses the concrete implementation of the localization development strategy of the group in China from the four aspects of moderate product differentiation and enhancing the whole process service, and from the aspects of optimizing the local manpower structure and perfecting the local R & D innovation, The four aspects of transforming local marketing strategy and perfecting the local enterprise culture have made the safeguard measures of the strategy implementation. Finally, the enlightenment and reference for the Chinese rail transit equipment manufacturing enterprises to carry out transnational operation are put forward. It has strong practical significance and strategic reference value.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F276.7;F511

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