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
1 山东大学硕士学位论文
Abstract
China&39;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&39;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
2 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山东大学硕士学位论文
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