毕业论文：我国家电企业跨国经营研究.doc

学 号：200715010329 河北联合大学轻工学院 本科毕业论文 论文题目：我国家电企业跨国经营研究学 部：商学与人文部专 业：国际经济与贸易班 级：07国贸3班姓 名：梁亚楠指导教师：徐静珍 教授 2011 年 6月 10日  河北联合大学轻工学院毕业论文 我国家电企业跨国经营研究 Chinese Household Electrical Appliance Multinational Management Research 学 部：商学与人文部专 业：国际经济与贸易班 级：07国贸3班姓 名：梁亚楠指导教师：徐静珍 教授 2011 年 6 月 10 日 河北联合大学轻工学院毕业论文 河北联合大学轻工学院毕业论文  PAGE II 摘 要 随着经济全球化趋势的加速发展，国际化经营成为我国家电企业顺应市场竞争的必然选择。经济的全球化，市场的全球化，客户需求的多元化与个性化越来越强烈，整个家电行业的企业与电子工业供应链正在高速地发展。本文对我国家电企业营销现状的阐述，从理论上对我国家电企业国际竞争力状况进行分析，针对我国家电营销管理战略存在的不足之处，通过对发达国家跨国公司的分析归纳、整理研究，提出可行性方案及应对策略，以提高我国家电产品在国外市场占有率和知名度，使我国家电生产与国际接轨，走向国际化。但是，由于高新技术不断创新，产品更新换代越来越快，给家电行业制造企业带来速度竞争力和新的市场竞争力。为了适应市场与客户的需求，企业迫切需要改变那种受限于过去的管理模式，建立新的竞争优势。 关键词：家电业；全球化；跨国经营；竞争优势  Abstract With the trend of economic globalization, the accelerated development of internationalization management become Chinese home appliance enterprise conform to the inevitable choice of market competition. The globalization of economy, the market globalization, customer demand diversity and individualized is more and more intense, the whole household electrical appliance industry enterprises and electronics industry supply chain is highly speed development. This article discusses the home appliance enterprise marketing situation described in China, home appliance enterprise theoretically analyze the international competitiveness, in view of the home appliance marketing management strategy existence deficiency in developed countries, through the analysis of the multinational company inductive, arrangement study, puts forward the feasibility plan and strategies to improve Chinese household electrical appliance products in foreign market share and popularity and make our home appliance manufacturing and the international community, toward internationalization. However, due to the high technology continuous innovation, product update more and more quick, to bring home appliance industry manufacturing enterprise competitiveness and