目录
m 1
ABSTRACT 2
第1章绪论 4
1.1研究背景与意义 4
1.1.1研究背景 4
1.1.2理论与实践意义 5
1.2研究思路及总体框架 5
1.3研究方法 6
1.4本文创新点 7
第2章理论基础与文献综述 8
2.1战略管理理论 8
2.2国际化战略理论 10
2.3国际贸易理论 12
2.4FDI相关理论 14
2.5跨国公司理论 15
2.6家电企业国际化战略理论 17
2.7文献评述 18
第3章海信集团外部环境与内部条件分析 22
3.1外部环境分析 22
3.2内部环境分析 27
3.2.1资源分析 27
3.2.2能力分析 28
3.2.3价值链分析 29
3.3 SWOT 分析 30
3.3.1 优势 30
3.3.2 劣势 30
3.3.3 机会 32
3.3.4 威胁 33
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山东大学硕士学位论文
第4章海信集团的国际化发展战略实施 34
4.1海信集团国际化战略愿景与目标分析 34
4.2海信集团国际化战略定位 34
4.2.1公司层战略定位 34
4.2.2业务层战略定位 35
4.3海信集团国际化发展战略重点与步骤 36
4.3.1战略重点 36
4.3.2战略步骤 38
4.4国际化战略实施措施 39
4.4.1海外市场产品定位 39
4.4.2优化客户结构 42
4.4.3打造国际化品牌 43
4.4.4跨国投资及并购 45
4.4.5大区战略与资源共享 48
4.4.6 B2B业务国际化 49
第5章海信集团国际化发展战略实施的保障措施 52
5.1研发资源 52
5.1.1整合海外研发力量 52
5.1.2建立技术资源平台 53
5.2人力资源 53
5.3培养国际化的管理能力 54
5.4融入当地社会 55
5.4.1雇用当地员工 55
5.42顶级售后服务 56
5.4.3承担社会责任 56
第6章结论与展望 57
6.1研究结论 57
6.2不足与展望 58
59
HC 62
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山东大学硕士学位论文
Contents
Abstract in Chinese 1
Abstract 2
Chapter 1 Introduction 4
1.1 Research background and significance 4
1.1.1 Research Background 4
1.1.2 Theoretical and practical significance 5
1.2 Research ideas and the overall framework 5
1.3 Research methods 6
1A Innovation of this article 7
Chapter 2 Literature Review 8
2.1 Strategic Manement Theory 8
2.2 International Strategy Theory 10
2.3 International Trade Theory 12
2.4 FDI Theory 14
2.5 Multinational company Theory 15
2.6 The Strategy Theory of Household Appliance Enterprises 18
2.7 Literature Review 18
Chapter 3 The External and Internal environment of Hisense analysis 22
3.2 Internal Environment Analysis 27
3.2.1 Resource Analysis 27
3.2.2 Competency analysis 28
3.2.3 Value chain analysis 29
3.3 SWOT analysis 30
3.3.1 Advantage 30
3.3.2 Disadvantage 30
3.3.3 Opportunity 32
3.3.4 Threats 33
Chapter 4 Hisense Development Strategy for Hisense Group 34
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山东大学硕士学位论文
4.1 International Strategy Analysis 34
4.2 International Strategic positioning 34
4.2.1 Strategic positioning of the corporate layer 34
4.2.2 Business layer strategy positioning 35
4.3 International Development Strategy Priorities and Steps 36
4.3.1 Strategic Priorities 36
4.3.2 Strategic step 38
4.4 Internationalization Strategy Implementation Measures 39
4.4.1 Product positioning in overseas markets 39
4.4.2 Customer Channel Selection 42
4.4.3 Build international brand 43
4.4.4 Transnational Investment 45
4.4.5 Regional Strategy and Resource Sharing 48
4.4.6 internationalization of B2B business 49
Chapter 5 Safuard Measures for The Hisense Internationalization Straty 52
5.1 R ＆ D resources 52
5.1.1 Integrate overseas R ＆ D forces 52
5.1.2 Establish a technical resource platform 53
5.2 Human Resources 50
5.3 International management 51
5.4 Integration into local society 52
5.4.1 Employing local employees 55
5.4.2 Top－level after－sales service 56
5.4.3 Commitment to social responsibility 56
Chapter 6 Conclusions and Prospects 57
6.1 Conclusions 57
6.2 Inadequate and Prospect 58
Reference 59
Thanks 62
IV
山东大学硕士学位论文
摘要
中国已经成为世界家电制造大国，形成了完善的家电产业工业体系，然而近
年来家电市场供需错位，产能过剩，国内需求趋于饱和，加之技术更新加快，国
内家电行业开始了新一轮调整，品牌集中度增加，互联网品牌迅速崛起，使许多
传统家电企业感受到经营压力。面对竞争激烈的国内市场环境，开发国际市场势
在必行。

今天，越来越多的中国企业选择踏出国门，将业务发展到海外，然而能够在
全球市场上获得认可并具有较高知名度的中国品牌并不多。近年来，全球家电业
格局发生深刻变化，日系品牌逐渐没落，欧美品牌纷纷剥离家电业务，中国家电
企业成长迅速，无论是在最能体现竞争力的欧美市场，还是亚非拉等发展中国家
地区，以海信为代表的国内家电企业正在创造属于中国品牌的时代。

有着四十余年历史积淀的海信，从对国际市场的探索到发展已有20余年，依
靠技术研发、稳健经营，不断积累力量和优势，开拓出来了适合自身发展的新模
式、新策略。以“技术、质量、诚信、责任”为发展宗旨，2016年实现销售收入1003.31
亿元，产品远销130多个国家的国际化大型家电集团。

本文对战略理论、国际化贸易理论、直接投资理论、全球化战略理论、跨国
公司理论等进行文献梳理，作为文章理论依据。对中国家电行业的现状进行论述，
分析家电企业的国际化动因。再以实证分析，个案研宄等方法，以海信为研宄对
象，对其国际化发展战略进行研宄。结合海信国际化经营实践，从海外市场的产
品定位、品牌国际化、渠道优化、国际投资及并购、相关多元化产业发展等方面详
细介绍海信的国际化发展战略；总结海信国际化进程中的成功因素，并着重对品牌
国际化和相关多元化产业的国际化发展提出合理化建议，提供一个有代表性的企业
国际化案例，对国内其他家电企业有一定借鉴价值和现实意义。

关键词：海信家电企业国际化战略管理山东大学硕士学位论文
Abstract
China＇s household electrical appliance industry after 10 years of development， has
initially established a relatively complete industrial production system. However，in
recent years， faced with overcapacity， the rapid rise of Internet brands， So that many
traditional household electrical appliance enterprises feel the huge pressure. The face of
fierce competition in the domestic market environment， the development of the
international market is imperative.
However，for today’s Chinese enterprises and brands， ＂going out＂ is not much
difficult， but really can take root in the world， in the global market recognition and
visibility is only a handfUl. In the field of global household appliances，with the gradual
decline of Japanese and Korean brands and the rapid rise of Chinese brands， the
previous market has ceased to exist， especially in the most able to reflect the brand
competitiveness of the North American market，the European market，the Australian
market and other regions， Hisense as the representative of the domestic appliance brand
is rewriting the history.
With more than 40 years of history， Hisense has developed more than 20 years
from exploration and development of international markets. Relying on R ＆ D， steady
management，accumulating new models and strategies suited to its own development.
From dozens of manufacturing plants， the development of sales now amounted to 98
billion， the products are exported to more than 120 countries， the internationalization of
large household appliances Group.
This paper combs the theory of strategy， international trade theory and direct
investment theory as the theoretical basis of the article. And the status quo of China＇s
home appliance industry to discuss the analysis of the internationalization of household
electrical appliance enterprises. And then to empirical analysis，case studies and other
methods to Hisense as the object of study， its international development strategy to
study. Combined with Hisense international business practice， from the product
positioning， brand internationalization， layout of global R ＆ D， channel development，
direct investment and localization of business and so on in detail Hisense international山东大学硕士学位论文
development strategy； summed up Hisense internationalization process success factors，
A representative of the international business case， the domestic other household
electrical appliance enterprises have a certain reference value，has a certain practical
significance.
KEY WORDS： Hisense， household electrical， international， strategy山