美国马利（中国）有限公司的发展战略研究

发布时间：2018-01-01 14:00

本文关键词：美国马利（中国）有限公司的发展战略研究　出处：《上海交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：从上个世纪末开始,伴随着信息技术取得的长远的发展,它已经为全球的经济一体化提供了广阔的交流平台。而伴随着全球经济一体化以及各国的跨国公司的发展壮大,这些跨国公司已经成为了我国经济发展中不容忽视的一部分,对我国的经济,环境,人文等个个方面都有着深远的影响。并且近些年来,伴随着我国经济的平稳发展,无论是从人们的认识,还是政府的工作效率等方面都对跨国企业有了很大的改善。特别是我国加入WTO以来,跨国企业在中国投资有了更多的便利,这就使得越来越多的跨国企业到中国投资,这其中就包括美国马利公司。本论文通过战略管理的理论和马利公司的内部数据为基础,应用相应的模型作为分析工具,并且分析了马利公司的内部和外部环境,明确了其优势以及不足之处,确定了马利公司战略发展的实施方案。在充分发挥了企业的资金及技术优势的条件下,能够帮助企业成功的打开中国的电暖器市场并且能够占据一定的市场份额。在具体的应用中,本论文应用了PEST模型,评价矩阵以及五力模型等分析方法,确定了马利公司在内外环境中的优势和劣势,通过明确及确立企业的优势以及劣势,明确了促进企业发展的主要因素,进而我们应用了SWOT分析方法来分析企业未来发展可能遇到的困难以及机会,通过马利公司所面临的机遇与挑战的分析,使得马利公司的发展战略正确有效的实施。随着越来越多的跨国企业在中国投资,希望本课题的研究能够对其他跨国企业在中国的发展战略的开展也有着一定的指导意义。
[Abstract]:Since the end of the last century, it has been accompanied by the long-term development of information technology. It has provided a broad communication platform for the global economic integration, and accompanied by the global economic integration and the development and growth of multinational companies in various countries. These multinational companies have become a part of our economic development that can not be ignored, and have a profound impact on the economy, environment, humanities and other aspects of our country. And in recent years. With the steady development of China's economy, both people's understanding and the efficiency of the government have greatly improved the multinational enterprises, especially since China's entry into WTO. Multinational enterprises have more convenience to invest in China, which makes more and more multinationals invest in China. This paper is based on the theory of strategic management and the internal data of Marley Company, and applies the corresponding model as an analysis tool. It also analyzes the internal and external environment of Marley, clarifies its advantages and disadvantages, and determines the implementation plan of the strategic development of Marley, under the condition of giving full play to the capital and technology advantages of the enterprise. Can help enterprises to successfully open the Chinese heating market and can occupy a certain market share. In the specific application, this paper applies the PEST model, evaluation matrix and five-force model and other analytical methods. The strengths and weaknesses of Marley Company in the internal and external environment are determined, and the main factors to promote the development of enterprises are defined by defining and establishing the strengths and weaknesses of the enterprises. Then we use the SWOT analysis method to analyze the difficulties and opportunities that may be encountered in the future development of enterprises, through the analysis of the opportunities and challenges faced by Marley. As more and more multinationals invest in China, the development strategy of Marley is implemented correctly and effectively. It is hoped that the research on this topic will have some guiding significance for the development strategy of other multinational enterprises in China.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F416.6

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