海尔集团国际化经营战略探讨

上海交通大学硕士学位论文海尔集团国际化经营战略探讨姓名：于炳浩申请学位级别：硕士专业：工商管理指导教师：史占中20050612,.500PESTSWOT:PESTSWOT(Strengths)(Weaknesses)(Opportunities)(Threats)SWOTTHERESEARCHOFTHEINTERNATIONALIZEDBUSINESSSTRATEGYOFHAIERGROUPABSTRACTUnderthebackgroundthattheworldeconomyisheadingtowardsawholepartaswellasChinahasjoinedtheWTO,thedomesticenterprisesarefacinghardmission:howtodealwiththestrongcompetitionfromhomeandabroad,howtosurviveanddevelopbetterinthegloballycompetitiveenvironment.Mostglobal500topenterpriseshaveinvestedinChina.Theycompetewithdomesticenterpriseswiththeadvantageofcapital,technology,trade,etc.Therefore,intheconditionofmoreandmoreseriousglobalcompetition,iftheywanttogrowupandstrengthenconstantly,domesticenterpriseshavetobringuptheabilityofmanagingandprofitinaglobalizationmarket.However,agreatdealofquestionsexistsintheinternationalizedprocessofChineseenterprises.Tothesescarceunderstandingofquestionwillmakethemfrustratedinthewayoftheinternationalization.Basedonthetheoryofstrategicmanagementandsupplementedbyotherrelatedanalysisandtools,theauthorpresents,withthehelpofhisresearchonHaier'sinternationalizationstrategy,hisideasonitsimplementationandtheproblemsinneedofsolutionsduringtheoperationofthisstrategy.TheauthorstatesthatinternationalHaierexpectinginternationaloperating,andhebelievesthatseveralaspectsshouldbestartedwithtostepupHaier'sinternationalization.TheauthorhopesthatalltheabovewillgivereferencetotheinternationalizationofChineseenterprises.Thispaperisdividedintosixchapters:ChapterOne:DevelopmentsummaryofHaierGroup.HavedonethebriefintroductionofHaier'sthreestagesofdevelopmentandachievement.IhavemadeintroductionandanalysisaboutHaier'sproduction,corporatecultureandcurrentsituationofmanagingininternationalization.ChapterTwo:AnalysisaboutHaier'sexternalenvironmentcondition.First,Ihaveanalyzeddomesticandinternationalelectricalhomeappliancestradeandtrend.Then,inthehelpofPESTtheory,IhaveanalyzedgeneralexternalenvironmentandinternationalmarketenvironmentofHaier.ChapterThree:Domesticandinternationalinternationalizedcaseanalysisofhouseholdappliancesenterprises.Thischapteranalysestheinternationalizationexperienceofexcellenthouseholdappliancesenterprises,andmakescontrastandsummaryofHaier'sinternationalization.ChapterFour:Haier'sinternationalizedoperation.ThischaptertakesadvantageofthetoolofSWOTtoanalyzeHaierfromfouraspects:strengths,weaknesses,opportunitiesandthreats.ChapterFive:ThechoiceofHaier'sinternationalizedoperationstrategy.Basedontheforth4chapters,IhaveproposedthestrategicobjectiveofmanaginginHaier'sinternationalizationandmainlyanalyzedthefollowingaspects:trademarkinternationalization,marketinternationalization,talentsinternationalizationandmanagementinternationalization.ChapterSixDealinimplementationandproposeininternationalization.Basedontheforthanalysis,IhaveproposedfortheimplementingschemeandimprovementofrealizingthestrategicobjectiveintheprocessofHaier'sinternationalization.Keywords:HaierGroupinternationalizationbusinessSWOTanalysisdevelopmentstrategyWTO2004200411009520054820041016.2893500WTOMBA11.11984201984961510010020041016200461620041311009521%34%14%1112345MP3DVDVBOOKMP3/678910—21—312SBU13  FIGURE1-1ThreeDevelopingStagesoftheEnterpriseStrategy199719911984MBA4198412199112198411OEC1988(19911219979)199112201993911193.6914MBA511991122199573199512604199736051997480619978719979608199712599199712’sProductsMBA721996819976LKG1997821()19982261999291519994302001410200161970020011231200234135677200210242002125(TNT)TNTMBA8S0020033102003106EUROMONITORMBA92.112020002004212-12004110FIGURE2-1TheOutputandIncreaseRateofElectricalAppliance20041-106825.2415.76%2003CRT53.01%152.31%2002200411046.14%MBA106230%200420042838021140056.32.357.3:()90MBA11903C3C2.2PESTPESTPESTPESTPolitical(Economic)(Social)(Technological)WTOMBA1231/32003DVD20048131~20208020052005MBA13201050%200050003.54832200050008602150601000201014202015203815.685-10USPTO20032975298355172003466.44%20032%3.5%2000145.3(2-1)MBA1483.33%61.08%63.7%28.65%50070%80%20%30(2-2)93.3%80%66.7%26.7%93.380.040.066.726.780.060.026.71264725720MBA1550200023MBA1612312312312123123MBA17TCL198123TCL20901242.65%TCL2004TCL408.744.68%20042.4656.9%TCL1TCLTCLTCL40%TCLTCL20048TCLTCLTTE20044TCLTCLTCLTCLTCLTCLTCLTCL120TCLTCL2TCLTCLTCL1030%TCL30%70%TCLTCLMBA183TCLTCLTCLTCLTCLTCLTCL204820042733C123MBA19GE194619600070%11953SONUSSONNY-BOYSONYSONYSONYSONY2OEM1955OEM103SONYSONYSONYSONYMBA204208019902004104200381%32%552200422196912OEM101SONY2001SONYTOSHIBA13002DVDMBA213203415%4DVDMP330533500MBA221TCLTCLTCLTCL234MBA235TCLMBA24SWOTSWOTStrengthsWeaknessesOpportunitiesThreatsSWOTStrengths1342SST3RMBA253T3R3T3RJIT3R3T3GE199119971842000310B2BB2CMBA26Weaknesses123Opportunities1WTOMBA27WTOWTOWTOWTO2WTO4004080%50.5%42.4%ST55%WTOMBA283eeThreats15002MBA293WTOWTO30.5242120803.62041200020012002200320046758