I 摘要 全球经济一体化的发展，国内企业不可避免的会跟国际市场发生业务往来，中国企 业“走出去”，拓展发展空间已是共识。JS 公司经过 20 多年的发展，已经成为国内停车 场行业的领军企业，但是海外市场虽然经过 10 年的发展，由于前期的开发区域没有聚 焦，没有落实产品本地化，造成业务拓展慢，严重制约了海外的发展空间。JS 公司的东 南亚市场作为海外发展的重要市场，一样存在上述问题，业务的发展和经营成果跟公司 总部的预期有较大的差距。 本文利用比较分析理论和竞争战略理论，对 JS 公司在东南亚市场的竞争对手进行 优劣势分析，对 JS 公司的东南亚市场的发展进行 SWOT 分析，由此来确定东南亚市场 发展的战略定位和目标，设计主要任务，针对东南亚区域各国发展不平衡的特点，结合 停车场行业以及 JS 公司自身的资源，创新的提出在东南亚市场分三个市场开发，即深 耕市场，培育市场，空白市场；深耕市场发展办事处机构和代理商相结合的市场开发模 式；深耕越南，马来西亚两个国家，开发本地化产品，树立样板，形成区域影响力，复 制到其他国家；培育菲律宾，柬埔寨，印尼市场，作为后备支撑；产品则发挥移动支付 技术优势来应对竞争的方式来落实行动措施，提出了相应的保障措施。 关键词，JS 公司，东南亚市场，深耕市场，本地化西北大学硕士学位论文 II ABSTRACT With the development of global economic integration, domestic enterprises will inevitably have business with international market. It is a consensus that Chinese enterprises go overseas and expand their business. After more than 20 years of development, JS technology has become a leading enterprise in the domestic parking industry. However, after 10 years of development in the overseas market, due to the unfocused development area in the early stage and the failure to implement product localization, business expansion is very slow, which seriously restricts the overseas development. The Southeast Asian market of JS technology, as an important market for overseas development, also has the above problems. The business development and operating results are far from the expectations of the head quarter. In this paper, using the theory of comparative analysis and the theory of competitive strategy, competitor of JS technology in Southeast Asia market analysis, the advantages and disadvantages of JS technology, the Southeast Asia market SWOT analysis, JS technology determine the strategic orientation and target of the Southeast Asia market development, design main tasks. According to the characteristics of the Southeast Asia region development are different, JS technology set up three markets types in Southeast Asia market, namely the deep rooted market and foster market, blank market. Deep rooted market will set branch and have distributor; Deeply rooted in Vietnam and Malaysia, developed localized products, set a good example, formed regional influence and copied to other countries; Foster markets in the Philippines, Cambodia and Indonesia as backup support ;The product develops the mobile payment technology superiority to cope with the competitors. Key words: JS technology, Southeast Asian market, deep rooted market, localization目 录 III 目 录 摘要...................................................................................................................................I ABSTRACT ...................................................................................................................... II 目 录................................................................................................................................III 第一章 绪论......................................................................................................................1 1.1 选题背景与意义......................................................................................................1 1.1.1 研究背景 ...........................................................................................................1 1.1.2 研究的目的和意义 ...........................................................................................3 1.2. 研究对象和方法.....................................................................................................3 1.2.1.研究对象 ...........................................................................................................3 1.2.2 研究方法 ...........................................................................................................4 1.3 研究思路及框架图 ..................................................................................................4 1.3.1 研究思路 ...........................................................................................................4 1.3.2 研究框架图 .......................................................................................................5 第二章 相关理论和国内外文献综述..............................................................................6 2.1 竞争战略和国际分工的相关理论..........................................................................6 2.1.1 迈克尔.波特竞争战略理论 ..............................................................................6 2.1.2 比较优势理论 ...................................................................................................6 2.2 国内外文献综述 ......................................................................................................6 2.2.1 国内文献综述 ...................................................................................................6 2.2.2 国外文献综述 ...................................................................................................7 第三章 JS 公司海外市场开发整体情况及现状 .............................................................9 3.1 JS 公司整体情况......................................................................................................9 3.2 JS 公司海外市场开发现状......................................................................................9 3.2.1 JS 公司海外市场开发现状分析 ......................................................................9 3.2.2 JS 公司海外战略目标的执行情况 ................................................................10 3.3 JS 公司东南亚市场开发的总体情况.................................................................... 11 3.3.1 JS 公司东南亚市场发展历史 ........................................................................ 11西北大学硕士学位论文 IV 3.3.2 JS 公司东南亚市场发展的问题及原因........................................................ 12 第四章 JS 公司东南亚市场开发的外部因素............................................................... 15 4.1 宏观环境分析 ....................................................................................................... 15 4.1.1 国内，国外形势............................................................................................. 15 4.1.2 国家“一带一路”发展倡议......................................................................... 15 4.2 行业及东南亚市场环境分析 ............................................................................... 15 4.2.1 国内停车场行业分析.................................................................................... 15 4.2.2 国外停车场行业分析.................................................................................... 16 4.2.3 行业环境五力分析........................................................................................ 17 4.2.4 东南亚市场停车场行业发展动态................................................................ 18 4.3 东南亚市场的综合营商环境 ............................................................................... 19 4.3.1 政治环境......................................................................................................... 19 4.3.2 经济环境......................................................................................................... 20 4.3.3 社会环境......................................................................................................... 20 4.3.4 技术环境........................................................................................................ 20 4.4 东南亚市场停车场行业主要竞争者分析 ..................................................