摘要

在当前,对于国内企业来说,要想进入海外市场,就必须考虑进入模式。国

际市场的进入模式远比在国内开辟新市场要复杂,各种市场进入模式都有自己的

规律。因此,企业在选择进入模式时,一定要和企业的实际情况结合起来。只有

这样,才能在海外市场打开局面。本文的研究初衷和目的就是以海信公司为案例,

以海信公司的国际化经营为背景,通过比较海信公司拓展南非家电市场的不同进

入模式及其绩效,研究选择海外市场模式与企业国际化经营之间的内在关系。

本文的理论基础是市场进入模式理论,再结合中国家电产业发展的大背景入

手,分析中国家电产业民族品牌海信进入海外新兴市场---南非市场的模式及发展

现状,研究了现有进入模式的绩效,并针对南非市场的机会和威胁、海信公司的

资源和能力,提出了海信电器南非市场进入模式的创新思路,并从市场规划、产

品选择、销售渠道和供应链优化等层面提出了创新策略。

本文在中国加入WTO后家电企业国际化进程加快的背景下,以海信家电为例,

分析了当前家电企业进入国际市场的现状及存在的问题,并提出了家电企业进入

国际市场的创新模式以及实施方案,从品牌定位、销售渠道管理、供应链选择、

售后服务等多个角度对这一模式的实施细节进行了阐述。本研究对于中国家电企

业拓展海外市场有着重要的启发意义,对海信公司乃至中国其他家电企业提升国

际化经营水平的决策提供了重要的依据。

关键词:海外设厂,自主品牌,进入模式

山东大学硕士学位论文

Abstract

At present, if the domestic enterprise wants to enter overseas market, they must

consider the entry model. The international market entry model is more complex than

the domestic one. Each model of entering the market has its own rules. Therefore, to the

selection of entry model, enterprises must combine with the actual situation of the

company. Only in this way,enterprises can open up a new situation in overseas markets.

The intention and purpose of this research is to study the intrinsic relationship between

the choice of overseas market model and the enterprise internationalization management,

considering Hisense company as the case and the internationalization of Hisense

company as the background,through the comparison of Hisense company&39;s different

entry model and performance of extending South Africa home appliances market.

This paper is based on the theory of market entry mode theory, combined with

China&39;s home appliance industry development&39;s big background, analyzing how the

China&39;s household electrical appliance industry national brand Hisense enters overseas

emerging markets: the South African market, to study the existing entry model and

performance. By analyzing the South African market opportunities and threats, Hisense

company&39;s resources and capabilities, Hisense Electric South Africa puts forward the

innovation train of thought in model of entering the market and proposes the innovation

strategy from market planning, product selection, sales channels and supply chain

optimization. The research has great significance for Chinese home appliance

enterprises to expand overseas market and provides important basis for Hisense

company and others enhancing the internationalization management level.

Key words: Set up Oversea Factory; National Brand; Entry Model

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