摘 要
随着全球一体化进程的发展，在走出去战略的支持下，各大产业都在不
断的走向国际化，走进国际舞台。钢琴产业是一种文化产业，随着人们对精
神文化的不断重视，乐器越来越多的走进了人们的生活。钢琴也不在是一种
遥不可及的存在，这对于钢琴产业而言是十分可喜的环境变化。钢琴产业的
拓展与其他产业相比还有着自身的特性，文化产业与工业产业不同，钢琴产
业的发展与人们对音乐的追求和向往、人们的经济条件、购买能力息息相
关。宁波海伦钢琴有限公司在我国钢琴产业中属于四大钢琴产业基地之一，
本身在国内有着相对稳定的钢琴市场，并且有一定的品牌效应，这些都为宁
波海伦钢琴国际化战略的发展提供了良好的基础。

本文研究宁波海伦钢琴有限公司国际化战略，首先分析了宁波海伦钢琴
国际化战略的现状，然后采用 PEST 分析了宏观的国际形势，并针对同行业
的环境进行了分析。然后，对海伦钢琴实施国际化战略管理体系进行了设
定，包括：发展定位、发展模式、总体战略目标及战略措施，最后针对海伦
钢琴实施国际化战略的实施进行了分析。全球经济不断融合下，我国钢琴产
业的发展是机会与风险同行的，只有明确的分析和了解自身的优劣势，才能
够在今后国际化发展中得到更加广阔的空间。

关键词 钢琴；国际化；战略

Abstract
With the development of the global integration, supported by the open
strategy of going strategy, the industry is constantly moving toward the country,
into the international stage. The piano industry is a cultural industry, as people
pay more attention to the spirit culture, musical instruments, more and more into
the people's life. The piano is not in a distant, this is very good environment for
the piano industry. Compared with other industry，piano industry has its own
characteristics.Culture industry is different from piano industry. The development
of piano industry is inextricably bound to the people seek for music，the people
price range、the consumer's buying power.Ningbo Helen Piano Co., Ltd. is one
of the four grand piano industry base in our country piano industry, it has a
relatively stable piano in the domestic market, and have a certain brand, provide
a good foundation for the Ningbo Helen piano internationalization strategy
development.
This paper mainly studies about Ningbo Helen piano company's
internationalization strategy,first analyzes the situation of the Ningbo Helen
piano company's internationalization strategy, and then analyzes the international
situation use the PEST,and analyzes the environment about the same
industry.Then, including the setting of Helen's piano, the implementation of
international strategy management system: development orientation,
development model, the overall strategic objectives and strategic measures,
analyzes the implementation of the final internationalization strategy
implementation of Helen's piano. Continued integration of global economy, the
development of China's piano industry is the opportunity and risk, only clear
analysis and understanding of its own advantages and disadvantages, in order to
get the more vast space in the future international development.
Keywords: piano, internationalization, strategy