案例：WB集团制造板块—国际化战略研究

发布时间：2018-05-07 15:56

  本文选题：家电行业 + 国际化战略　； 参考：《暨南大学》2016年硕士论文

【摘要】：本文是一篇案例分析报告,全文共分两个部分:第一部分是案例正文,第二部分是案例分析。案例正文首先陈述制定国际化战略对家电企业的必要性,接着介绍WB集团的公司状况和行业竞争地位,以及整个家电行业的特点和发展趋势;然后阐述WB集团现有国际化战略的内容,介绍行业内主要竞争对手及其国际化战略,最后指出WB集团现行国际化战略面临的挑战。案例分析部分以企业国际化战略的相关理论为基础,首先进行WB集团国际化战略的环境分析,利用PEST分析法阐述宏观环境,利用波特五力竞争模型分析家电行业竞争情况,从冰箱、冷柜及压缩机的市场发展趋势,国外主要市场和竞争对手,以及国际化的四种进入方式五个角度进行外部环境分析,然后从人力,财力,能力以及企业文化等四个方面分析WB集团的内部环境;就上述分析结果调整WB集团现有国际化战略,分别从国外市场进入模式选择和目标市场的选择与规划方面进行阐述,提出WB集团国际化战略调整的实施,最后根据上述分析结果对WB集团国际化战略的调整做出总结。
[Abstract]:This paper is a case analysis report, the full text is divided into two parts: the first part is the case text, the second part is the case analysis. The text of the case first states the necessity of establishing international strategy for household appliance enterprises, and then introduces the status of WB Group and the competitive position of the industry, as well as the characteristics and development trend of the whole household appliance industry. Then the content of the current internationalization strategy of WB Group is expounded, the main competitors and its internationalization strategy are introduced, and the challenges faced by the current internationalization Strategy of WB Group are pointed out. The case analysis part is based on the related theories of enterprise internationalization strategy. Firstly, the environment of WB group internationalization strategy is analyzed. The macro environment is explained by PEST analysis method, and the competition situation of household appliance industry is analyzed by Porter's five-force competition model. Analyze the external environment from five angles: the market trend of refrigerators, freezers and compressors, the main foreign markets and competitors, and the four entry modes of internationalization, and then analyze the external environment from the aspects of human and financial resources. This paper analyzes the internal environment of WB Group from four aspects of ability and corporate culture, adjusts the current internationalization strategy of WB Group according to the above analysis results, and expounds the choice of entry mode and the choice and planning of target market from foreign market, respectively. This paper puts forward the implementation of the adjustment of WB group's internationalization strategy, and finally summarizes the adjustment of WB group's internationalization strategy according to the above analysis results.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F272;F426.6

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