G公司海外市场拓展战略研究

发布时间：2018-05-10 10:51

本文选题：空调行业 + G公司　；参考：《华中科技大学》2015年硕士论文

【摘要】：面对竞争日益激烈和饱和国内空调市场,G公司已经连续10年以上成为国内市场份额第一位的企业,如何在空调行业保持领先地位,并将G公司品牌渗透到全球市场,是G公司必须考虑且急迫的一个问题。随着全球经济化的快速发展,G公司凭借其技术的核心竞争力,如何采用国际化经营战略不但有助于G公司实现快速增长,且决定着G公司未来的发展方向。本文意在根据G公司所处的宏观和微观环境情况,并根据空调行业的特点,对G公司在五年内的海外经营战略进行研究和讨论,并试图为其战略制定科学、合理的保证措施。全文分为六个部分:第一部分为绪论主要阐述其研究目的和意义以及理论依据;第二部分对全球空调市场特征进行了概括;第三部分根据行业环境分析G公司海外布局现状;第四部分和第五部分研究、探讨海外布局战略的具体实施措施。第六部分对G公司的海外战略作出建议。本文主要根据各种战略分析模型同时结合工作经验,对G公司海外拓展战略进行研究,根据不同的市场环境和市场份额特征,谈论G公司应当采取的对应策略,在规避风险的情况下,G公司采取稳健的姿态取得尽可能大的市场份额。本文结合目前G公司海外市场的局部现状,提出更多策略措施,为G公司海外拓展提出一点点建议。
[Abstract]:In the face of increasingly fierce competition and saturated domestic air conditioning market, G Company has become the first enterprise with domestic market share for more than 10 years in succession. How to maintain the leading position in the air conditioning industry and infiltrate the G company brand into the global market, It is a matter of urgency for company G to consider. With the rapid development of global economy, with the core competitiveness of its technology, how to adopt the international management strategy is not only conducive to the rapid growth of G company, but also determines the future development direction of G company. The purpose of this paper is to study and discuss G company's overseas management strategy in five years according to the macro and micro environment of G company and according to the characteristics of air conditioning industry, and try to make scientific and reasonable guarantee measures for its strategy. The full text is divided into six parts: the first part is the introduction mainly describes the purpose and significance of the research and theoretical basis; the second part summarizes the characteristics of the global air conditioning market; the third part analyzes the status quo of G company overseas layout according to the industry environment; The fourth part and the fifth part research, discusses the overseas layout strategy concrete implementation measure. The sixth part makes suggestions on G Company's overseas strategy. Based on various strategic analysis models and working experience, this paper studies the strategy of G company's overseas expansion. According to different market environment and market share characteristics, this paper discusses the corresponding strategies that G company should adopt. In the case of risk aversion, G takes a robust stance to gain as much market share as possible. According to the local situation of G company overseas market, this paper puts forward more strategies and measures, and gives some suggestions for G company overseas development.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F272

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