从海尔的国际化经营看家电行业的海外扩张

毕业设计（论文）题目从海尔的国际化经营看家电行业的海外扩张系别：专业：班级：学号：学生姓名：指导教师：毕业设计（论文）2摘要本文分析了在经济全球化的大趋势和中国加快实施“走出去”战略步伐的宏观经济形势下，中国家电行业如何借鉴海尔国际化经营的成功经验来进行海外扩张。首先，分析了中国家电行业海外扩张的全球经济环境、中国加入WTO后的经济形势、中国家电行业的国际地位及海外扩张的现状；其次，分析和研究海尔成功的国际化经营战略，例如其国际化的思维、品牌战略、市场战略、本土化战略、产品策略、营销策略、竞争策略、规模扩张战略以及管理机制和组织变革、技术革新、企业文化等；最后，总结中国家电企业如何在好的战略规划指导下，优化资源配置，实现其海外扩张的总体目标。关键词：国际化经营；海外扩张；本土化战略毕业设计（论文）3AbstractThispaperanalyseshowdoesChinesehouseholdelectricalapplianceindustrylearnfromHaier'ssuccessfulexperienceofinternationaloperationsforitsoverseasexpansionunderthemacroscopiceconomicatmospherethatthegeneraltrendcyofeconomicglobalizationandthatChinaspeeduptheimplementationofgoingoutstrategypace.First,itanalysestheglobaleconomicenvironmentofoverseasexpansionofChinesehouseholdelectricalapplianceindustry,theeconomicsituationafterChina'saccessiontotheWTO,Chinesehouseholdelectricalapplianceindustry'sinternationalstatusandthestatusofoverseasexpansion.Second,itanalysesandresearchesHaier'ssuccessfulinternationalbusinessstrategy,suchasitsinternationalthinking,brandstrategy,marketstrategy,localizationstrategy,productstrategy,marketingstrategy,competitionstrategy,expansionstrategyandmanagementmechanisms,andorganizationalchange,technologyinnovation,corporateculture,etc.Finally,itdrawsaconclusiononhowdoesChinesehouseholdelectricalapplianceenterprisesoptimizetheallocationofresourcesandachieveitsoverallgoalofoverseasexpansionundertheguidanceofagoodstrategicplanning.Keywords:Internationaloperations;Overseasexpansion;Localizationstrategy毕业设计（论文）4目录第一章概论.............................................................11.1海尔国际化经营取得了巨大成功.....................................11.2海尔给家电行业海外扩张指明了道路.................................1第二章中国家电行业海外扩张的形势.......................................32.1中国家电行业海外扩张的机遇.......................................32.1.1经济全球化与中国企业的“走出去”战略.......................32.1.2中国家电行业国际制造中心的地位仍将保持.....................32.1.3中国家电行业的比较优势及出口增长的大好趋势.................32.2中国家电企业跨国经营的实施现状...................................42.3中国家电行业海外扩张的新形势.....................................52.3.1传统销售时代的终结.........................................52.3.2WTO重铸游戏规则............................................62.3.3消费者主权经济特征日趋明显.................................62.4中国家电行业海外扩张的制约因素...................................72.4.1反倾销（Anti-Dumping）.....................................72.4.2技术性贸易壁垒（TBT）......................................72.4.3绿色贸易壁垒（GBT）........................................82.4.4知识产权保护...............................................82.4.5品牌形象因素...............................................92.4.6规模瓶颈...................................................92.4.7风险因素..................................................10第三章海尔的国际化历程及经营战略总结..................................113.1海尔的国际化历程................................................113.1.1名牌战略阶段..............................................113.1.2多元化战略阶段............................................113.1.3国际化战略阶段............................................113.1.4全球化品牌战略阶段........................................123.2海尔国际化经营战略总结..........................................12毕业设计（论文）53.2.1国际化的经营意识和市场竞争观念............................123.2.2打造全球知名品牌，树立美誉度..............................123.2.3“先难后易”选目标市场.....................................133.2.4“先易后难”建国际工厂.....................................133.2.5市场细分和市场定位策略....................................143.2.6本土化战略................................................143.2.7产品多元化战略............................................163.2.8“人单合一”的市场竞争模式.................................163.2.9高价格战略................................................173.2.10良好迅捷的服务...........................................173.2.11规模扩张战略.............................................183.2.12科技研发与技术创新保证产品质量...........................193.2.13海尔文化驱动企业发展.....................................20第四章我国家电行业海外扩张策略探讨....................................234.1制定适合自身发展的国际化战略路线................................234.2拥有和保护好自己的品牌..........................................234.3在扎根阶段就树立起信誉度........................................244.4冲刺名牌，以杰出品质享誉海内外..................................244.5本土化战略......................................................254.5.1本土化的巨大意义..........................................254.5.2本土化的限制因素..........................................264.5.3企业文化的移植............................................274.6产品策略........................................................274.6.1产品差别化经营............................................274.6.2产品创新与推广............................................284.6.3抓住市场空白，迎合消费者需要..............................284.7做好营销........................................................294.7.1跟着市场脉搏来营销........................................294.7.2营销要打自己的品牌........................................294.7.3加强渠道的开拓与管理......................................304.7.4广告......................................................30毕业设计（论文）64.7.5赞助......................................................314.8规模扩张战略....................................................314.8.1开拓国外筹资渠道........