本文针对上述问题，以长虹海外业务单元为主要研究对象，在调查统计、深
入分析的基础上，对海外市场拓展战略存在的问题、原因、改进措施进行了创新
性和探索性研究。主要内容为：
1．详细研究了既有的海外市场拓展理论。
2．长虹的海外业务实践情况，从外部环境和内部能力两方面对存在的问题进
行了分析。
3．通过研究，提出长虹海外市场拓展战略的思路和实施措施。最后通过实际
案例，对品牌战略实施效果进行评估。
关键词：海外市场，竞争优势，品牌，环境分析，内部能力，战略规划
Abstract
As a leading Chinese home appliance enterprise, the development and growth of
Changhong is very typical compare to other Chinese home appliance enterprises. In
the domestic market, Changhong is the first one to launch the price war to break the
Japanese brands monopoly of in the Chinese market, Changhong became a symbol of
national industry revival. The late nineties, following with the national policies of
Export-oriented economy and consuming the huge production capacity Changhong felt
down on the way to overseas markets. Its failure is a typical case in the process of
internationalization of Chinese enterprises. The management and overseas business unit
were bothered by what kind of overseas market strategy should take.
In this paper, the foreign business unit of Changhong is the main object of study.
Based on the survey and deep analysis of the problems, causes, improvement measures,
I carried out an innovative and exploratory research of the strategies of overseas market.
The main contents are:
1. Study of the theory of the overseas market expansion, drawing on proven
research methods.
2. A situation of the company's overseas business practices, from the external
environment and internal capacities of both the problems are analyzed.
3. Through research, proposed a strategy including ideas and implementation
measures for Changhong to expand overseas markets. Finally, through practical cases,
assess the effect of the implementation of brand strategy.
Keyword：overseas markets, competitive advantage, brand, Environmental Analysis,
internal capacity, strategic planning
==>>