搜索
华中科技大学硕士学位论文中国家电品牌国际化模式研究姓名：徐浩申请学位级别：硕士专业：工商管理指导教师：杜兰英20060425IIIAbstractAfter20years’development,Chinesehouseholdappliancesindustryisnowintheperiodoftrendingglobalizationandglobalbranding.SomeChinesehouseholdappliancesenterpriseswhicharedevelopedwellandwellknownindomesticmarkethavebegantheirprocessofsettingupglobalbrandsaccordingtotheirowncharacteristicsintheirownways.Butgenerallyspeaking,Chinesehouseholdappliancesindustryisstillontheinitialstageofglobalbranding.It’sbecomingmoreandmoreimportantforChineseenterprisestosetupglobalbrandsinpacewiththeaccelerationofinternationalizationofChina.It’sbecomingasubjectwhichisfocusedonbyvariousindustriesincludinghouseholdapplianceindustrythathowtosetupglobalbrandsinglobalmarket.IndicatingawishofChinesehouseholdappliancesindustrysettingupglobalbrandseffectively,Imadeatentativeexplorationoftheproblemwithkeeninterest.Firstly,thisessayintroducesthebackground,significance,researchmethodandthecurrentresearchconditionhomeandaboard.Secondly,theessayanalyzestheglobalbrandingmodesofhouseholdappliancesindustryinJapanandNorthKorea,andmakesasummarizationforreference.Followingthat,theessayanalyzesthehistoryofChinesehouseholdappliancesindustryandfindsoutthedeficienciesincurrentperiodoftheindustry.Andthen,itsummarizesthegeneralmodesofglobalbrandingandtypicalmodesofglobalbrandingwhichhaveappearedinChinesehouseholdappliancesindustrytofindoutthelimitationsofthesemodesbasedontheconclusionwhichI’vegotinthefirstandthesecondsections.Finally,thisessaymakesaSWOTanalysisoftheglobalbrandingofChinesehouseholdappliances’brandstobeclearabouttheexternalandinternalenvironmentandtofindouttheadvantagesanddisadvantagesofthisindustryandsuggestsanewmodeforChinesehouseholdappliancesintegratingthegovernment’smacro-coordinationfortheindustryandputsforwardsomesuggestionsatdifferentaspects.Keywords:BrandGlobalBrandingHouseholdappliancesindustry111.11.1.111992-20022026.67702.814.28%20031000109020045000200520049.6%[1]50004500[2][3]200620051079.66%20042.3815%21%28%28%29%2[4]413300[5]583346[6]2TCL64%30%TCL31%[7]OEM3OEM2005862005500(Haier)626.43[8]1.1.2TCL41.2208092199262619944[9]51.2.1——brand————“”“”·“”[10]6(BrandName)(BrandMark)HaierGalanzTCLSkyworthSONY2005“100”“”675.2571.2.2:81.2.31955(Burleigh.B.Gardner).(Sidney.J.Levy)1955(Differentiation)(Functionalism)(personality)[11]()[12][13][14]9[15][16][17]1.3105PESTSWOTPESTPEST1122.1402.1.1191819231927National193219351938195212195919761986Panasonic19881990MCA2000[18]2.1.22-12-1132.2703001742002InterBrand6430%2.2.119381948“”19501951“”195319641969197019745019801980901987CEO“”211419971999——OEM“”19991996TOPTheOlympicPlan2000200220042006200820023121190InterBrand6430%[19]2.2.22-22-2OEM15TOP2.3161733.13.1.11949-19781958——“”10“”197840003.1.21978-19951(1978-1985182(1985-19961986199532%3-11994-1996[20]19941995199656.525865.0035.6722.693964.954049.02803.06755.898.026491.0049.8339.406848.055585.03916.311731.0103.46706.655.847.47815650005857158009019199616024.8%35%“”“”“”“”3.1.31996-2001175%199791.29%80.49%76.03%91.58%VCD81.53%2203-21996()[21](1996)400021002500106821006461821(1995)92820199519951995199632634199627.5TCL3.1.42001200121WTO20012001200220042004150961025713%TCL20061999Maytag223.23-12444.14.1.1123254.1.21234.2264.2.11198419911992199519961997-LKG1998--1999GSM199919991999MRV20012001“”2001“”20022003()20052005“500”892720052008[22][23]4-14-12100“”“”90“”“”284.2.2(OriginalEquipmentManufacturing,OEM)(OriginalBrandManufacturing,OBM)119781991“”19921992619931199873.5%“”199952002911.52200226002002“GALANZ”20021120021213003740%2002121500“”300“”20031200310942[24][25]4-2294-22OEMOEMOEMOEMOEMOEM19971999OEM1:93:74:64.2.3TCLTCL1981TCLOEM30TCLTCLTCL1TCL1980TCL198112TTK1985TCL19901992CICIS1993TCLTCL()1996TCL1997TCLTCL1998TCLTCL,19992000TCLTCL2002TCL2003TCL2004TCL(Alcatel)[26]27][28][29]TCLTCL4-3314-3TCL3TCLTCLTCLTCLTCL——4.34.1TCL324.3.11OEMOEMTCL34.3.211978302333453455.15.1.11235.1.212005“500”100358922000100105.45.1.3“”“”“”5.1.41OEM22033620%10%DVDDVDDVD20DVD295.1.5170102LG375.2SWOTSWOTE·P·SOSTWOWTSOSTWOWT[30]5.2.1Strengths1.2203WTO133845.2.2Weakness12343955.2.3Opportunities123“”4200820105.2.4Threat140235.35.3.15005005.3.280415.3.35.3.45.4425.4.15.2SWOTSTWO5.4.2TCL5-1435-15.55.5.11WTO8602445.5.2123135.5.31452345646474849[1].2005.,2006.1[2].,2004.2.4[3].8R.,2005(5):3538[4].,2006.2[5]..,2003(9):4244[6]..,2005(6):22[7]..20054[8]2005500.,2005(8):12[9].—.,2002.9(1)[10]•..,1999.10(1)[11]JuneN.P.Francis.JanetP.Y.Lam,andJanWalls,TheImpactofLinguisticDifferencesonInternationalBrandNameStandardization.JournalofInternationalMarketing.Jan2001:3539[12]DavidA.AakerandErichJoachimsthaler,TheLureofGlobalBranding,HarvardBusinessReview,Oct1999:2129[13]DannielleBlumenthal.TakingABrandGlobal:TenStepsToSuccess.InstituteforBrandLeadership.June2001[14]BuildingBrandIdentity-AStrategyforSuccessinaHostileMarketplaceAmerican,Lynn.B.Upshaw,JohnWiley&Sons.Inc.1995[15]..,2003.9(1)[16]..,1996.1(1)[17]..,2000.8(1)[18]..,2003(4):115117[19]..,2002(5):8285[20]..200089[21]..1997250[22].:TCL.,2003(9):4951[23].-.,2003(8):6667[24]..