沈阳机床加拿大分公司市场开拓问题研究

发布时间：2018-04-29 14:18

本文选题：沈阳机床 + 加拿大分公司　；参考：《辽宁大学》2012年硕士论文

【摘要】：机床行业是我国装备制造业的重点行业之一,在中国迈入21世纪的第一个十年,中国制造业企业的海外投资在新的历史时期里迈进了一个新的快速飞跃发展的阶段,随着来自国际市场上的经济力量的竞争与冲击以及经济全球化的高速发展,中国大型的制造业企业的销售模式转型势在必行,在国际市场上设立海外分公司成为市场销售模式转型的一个重点项目,本文研究了沈阳机床设立的加拿大分公司的市场发展的现状,存在的问题,原因分析,制定的市场开拓的策略以及建议等等,从几个层面研究了中国制造业企业的海外分公司的海外市场拓展与成长之路,总结其利弊。中国制造业企业改革的过程中,始终强调搞好制造业企业的发展和改革的前提条件是转变观念,解放思想,从计划经济的旧思想和旧思维模式中解放出来,形成适应制造业行业市场经济体制和市场竞争的新观念以及新的思维模式,用以指导制造业的工作实践。在沈阳机床加拿大分公司的管理体制中,仍然存在使用国有制造业企业旧管理模式的毛病,始终把管理理解为通过指挥、控制、人事、计划、组织各种职能的发挥,来保障企业按预定的方向和规则运行,完全不注重了创新在管理中的地位的重要性,而当我们的企业进入国际市场的时候,面对的竞争对手都来自国际知名制造业企业的时候,加拿大分公司的管理人员不得不直接面对国际竞争,沈阳机床加拿大分公司在组织、管理方面的问题日益显现,尽管加拿大分公司的负责人经常强调服务本地化,销售本地化,并且招聘了部分的加拿大籍员工,同时借鉴了日本、欧美等国的知名的制造业企业的管理模式,进行了有益的探索,但是依然存在着中国制造业企业固有的计划经济时代的管理模式,很难适应国际市场上的激烈的市场竞争。近些年,中国制造业的销售总额虽然已经跃居世界第一位,但是这与中国国内拉动内需的国家政策不无关系,在经济形势竞争日趋激烈的今天,沈阳机床率先进行销售模式转型将远光放的长远,不仅注重国内市场,同时重点拓展海外市场,创造国际知名品牌,沈阳机床成立的海外分公司进一步拓展了制造业的国际市场。提高我国制造业的国际竞争力,打造即大又强的装备制造业,海外市场的开发势在必行。
[Abstract]:The machine tool industry is one of the key industries in China's equipment manufacturing industry. In the first decade of the 21st century, the overseas investment of Chinese manufacturing enterprises has entered a new stage of rapid and rapid development in the new historical period. With the competition and impact of economic forces from the international market and the rapid development of economic globalization, it is imperative for China's large manufacturing enterprises to transform their sales models. Setting up an overseas branch office in the international market has become a key item in the transformation of market sales mode. This paper studies the current situation, problems and reasons of the market development of the Canadian branch set up by Shenyang Machine tool Company. In this paper, the strategies and suggestions of developing the overseas market of Chinese manufacturing enterprises are studied from several aspects, and the advantages and disadvantages of the overseas market expansion and growth of the overseas branches of Chinese manufacturing enterprises are summarized. In the course of the reform of Chinese manufacturing enterprises, it has always been stressed that the prerequisite for the development and reform of manufacturing enterprises is to change their concepts, emancipate their minds, and liberate them from the old ideas and old thinking patterns of planned economy. A new concept and new thinking mode are formed to adapt to the market economy system and market competition of manufacturing industry, which can be used to guide the working practice of manufacturing industry. In the management system of Shenyang Machine tool Canada Branch, there is still the problem of using the old management model of state-owned manufacturing enterprises. It has always been understood as the use of command, control, personnel, planning, and organizing various functions. To ensure that enterprises operate in accordance with predetermined directions and rules, without paying any attention to the importance of innovation in management. When our enterprises enter the international market, our competitors come from internationally renowned manufacturing enterprises. The managers of the Canadian branch have to face international competition directly. The problems of organization and management of Shenyang Machine tool Canada Branch are becoming increasingly apparent, although the head of the Canadian Branch often emphasizes localization of services and localization of sales. And has recruited some Canadian staff, at the same time has drawn lessons from Japan, Europe and the United States and other countries well-known manufacturing enterprise management pattern, has carried on the beneficial exploration, However, there still exists the management mode of Chinese manufacturing enterprises in the planned economy era, which makes it difficult to adapt to the fierce market competition in the international market. In recent years, although the total sales volume of China's manufacturing industry has leapt to the first place in the world, it has something to do with the national policy of boosting domestic demand in China. Today, when the economic situation is increasingly competitive, Shenyang machine tools take the lead in the transformation of the sales model. It will be far-sighted in the long run, focusing not only on the domestic market, but also on expanding overseas markets and creating international well-known brands. The overseas branch of Shenyang Machine tool has further expanded the international market of manufacturing industry. It is imperative to develop overseas markets to improve the international competitiveness of our manufacturing industry and to build a large and strong equipment manufacturing industry.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.4

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