益康智能（Eques）在欧洲的市场拓展战略
发布时间：2021-01-17 12:38
本研究致力于“益康智能”品牌（Eques）在欧洲市场的拓展。益康智能是中国电子猫眼产品及室内安全设备领域的领导者。高科技行业的发展为衡量工业化系统的创新和现代化程度提供了一个试验机会。此外,物联网（IoT）正在将最常见的电子设备转变为技术生态系统,迅速改变着消费者的生活方式。本项目分析了总部位于上海的新兴企业“益康智能”在进入欧洲市场时面临的主要挑战。本文基于进入模式理论,研究了对益康智能的欧洲扩张进程造成巨大影响的三大方面:强烈的中国品牌身份和益康智能让“全球经理人”在中欧之间架起桥梁的必要性;通过与欧洲门业制造商的战略联盟以及益康智能产品在新市场中的长期存在,来确定能够令人信服的战略,以有限的资源渗透市场。有鉴于此,本文分别提出了以下解决方案,帮助公司克服在欧洲市场扩展中遇到的障碍:改善管理团队的国际化程度;改善策略,以便更好地进入另一个市场并保持稳定。本文还将提供准确的分析和建议,在保持对中国市场这一主要的运营场所控制的同时帮助公司推出全新的自主品牌“Smartcom Eques”。本项目的研究方法和解决方案能为类似准备在经历新的国际化过程同时保持本地市场份额的中国企业提供推荐方...
【文章来源】：上海外国语大学上海市 211工程院校 教育部直属院校
【文章页数】：92 页
【学位级别】：硕士
【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
1.1 Research Background
1.2 Research Purpose
1.3 Significance of the Study
1.3.1 Theoretical Significance
1.3.2 Practical Significance
1.4 Literature Review
1.4.1 China’s Outward FDI
1.4.2 The Chinese High-Tech Industry
1.4.3 The Home Security in Europe
1.4.4 The Concerns of the European Citizens about Security
1.5 Research Contents and Methods
1.6 Contributions of this Study
Chapter Two Theoretical Framework
2.1 The Equity Entry Modes
2.1.1 Greenfield Investment
2.1.2 Acquisition
2.1.3 Joint Venture
2.2 The Non-Equity Entry Modes
2.2.1 Tactical Partnership
2.2.2 Strategic Alliance
Chapter Three Business Environment Analysis
3.1 Introduction of the Company Under Study
3.1.1 Company Introduction
3.1.2 Organizational Setup of the Company
3.2 Business Environment Analysis
3.2.1 The Chinese Scenario （PESTEL Analysis）
3.2.2 Home Automation Security: a Market Niche
3.2.3 The Digital Doors and Internet of Things
3.3 Internal Analysis
3.3.1 Technology and Security
3.3.2 The Company Culture
3.4 Competitors’ Analysis
Chapter Four The Scanning and Diagnosis of Marketing
4.1 The Current Situation in the Company
4.1.1 Managing the Growth
4.1.2 Between Opportunities and Challenges
4.2 Existing Challenges
4.2.1 The Internationalization of the Management
4.2.2 The Market Expansion in Europe
4.2.3 The Stable Presence in the European Market
4.3 The Main Causes that Drive the Change
4.3.1 The Need of Global Managers
4.3.2 The Necessity of Market Expansion into European Market
4.3.3 A New Season of Innovation
Chapter Five Marketing Plan in Europe
5.1 Improvement Method for the Management Internationalization
5.1.1 The Strategic Role of International Human Resource Management
5.1.2 The Implications of Two Different Approaches in IHRM
5.2 Method of Improvement for Entering the European Market
5.3 Improvement Method for having a Stable Presence in the European Market
Chapter Six Implementation of Improvement Methods in the Company
6.1 Implementation of Improvement Methods
6.1.1 Management Support
6.1.2 Financial Support and Resources
6.1.3 Other Resources Support
6.2 Estimated Outcomes
Chapter Seven Conclusions and Discussion
7.1 Main Conclusions
7.2 Limitations of this Work
7.3 Directions of Future Study
References
Appendices
本文编号：2982901
【文章来源】：上海外国语大学上海市 211工程院校 教育部直属院校
【文章页数】：92 页
【学位级别】：硕士
【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
1.1 Research Background
1.2 Research Purpose
1.3 Significance of the Study
1.3.1 Theoretical Significance
1.3.2 Practical Significance
1.4 Literature Review
1.4.1 China’s Outward FDI
1.4.2 The Chinese High-Tech Industry
1.4.3 The Home Security in Europe
1.4.4 The Concerns of the European Citizens about Security
1.5 Research Contents and Methods
1.6 Contributions of this Study
Chapter Two Theoretical Framework
2.1 The Equity Entry Modes
2.1.1 Greenfield Investment
2.1.2 Acquisition
2.1.3 Joint Venture
2.2 The Non-Equity Entry Modes
2.2.1 Tactical Partnership
2.2.2 Strategic Alliance
Chapter Three Business Environment Analysis
3.1 Introduction of the Company Under Study
3.1.1 Company Introduction
3.1.2 Organizational Setup of the Company
3.2 Business Environment Analysis
3.2.1 The Chinese Scenario （PESTEL Analysis）
3.2.2 Home Automation Security: a Market Niche
3.2.3 The Digital Doors and Internet of Things
3.3 Internal Analysis
3.3.1 Technology and Security
3.3.2 The Company Culture
3.4 Competitors’ Analysis
Chapter Four The Scanning and Diagnosis of Marketing
4.1 The Current Situation in the Company
4.1.1 Managing the Growth
4.1.2 Between Opportunities and Challenges
4.2 Existing Challenges
4.2.1 The Internationalization of the Management
4.2.2 The Market Expansion in Europe
4.2.3 The Stable Presence in the European Market
4.3 The Main Causes that Drive the Change
4.3.1 The Need of Global Managers
4.3.2 The Necessity of Market Expansion into European Market
4.3.3 A New Season of Innovation
Chapter Five Marketing Plan in Europe
5.1 Improvement Method for the Management Internationalization
5.1.1 The Strategic Role of International Human Resource Management
5.1.2 The Implications of Two Different Approaches in IHRM
5.2 Method of Improvement for Entering the European Market
5.3 Improvement Method for having a Stable Presence in the European Market
Chapter Six Implementation of Improvement Methods in the Company
6.1 Implementation of Improvement Methods
6.1.1 Management Support
6.1.2 Financial Support and Resources
6.1.3 Other Resources Support
6.2 Estimated Outcomes
Chapter Seven Conclusions and Discussion
7.1 Main Conclusions
7.2 Limitations of this Work
7.3 Directions of Future Study
References
Appendices
本文编号：2982901
本文链接：https://www.wllwen.com/shoufeilunwen/jjglss/2982901.html
