硕士论文 中国家电企业跨国经营战略研究.doc

硕士论文--中国家电企业跨国经营战略研究 摘 要 企业开展跨国经营的核心基础是要具有核心竞争能力 它是企业竞 争优势的源泉 只有建立在竞争优势基础上的跨国经营才会行之有效 企业的核心竞争力唯有在长期的市场竞争中才能得到加强和发展 因此 提高核心竞争力和成功地进行跨国经营是一个同向互动的过程 改革开 放以来中国家电企业在国内市场同外国企业的竞争和跨国经营的实践也 可以充分证明这一点 我们欣喜地看到 经过市场竞争的锤炼 中国的 一些家电企业已经具备了较强的市场竞争力 使家电行业成为中国最具 有市场竞争力的行业之一 为中国的企业成功地 走出去 打下了良好 的基础 因此 中国家电企业应该根据企业在产品品种 性能等方面的 相对优势以及市场情况选择或制定最适合自己的跨国经营战略 该论文首先从理论和实践两个方面阐述了中国家电企业跨国经营的 可能性 必要性和必然性 然后 通过与一些跨国家电企业的跨国经营 实践进行对比 说明中国家电企业在跨国经营方面存在的相对优势和差 距 最后 对中国家电企业跨国经营战略的选择和制定进行了论述 根 据中国家电企业的特点 其中主要论述了市场开拓战略 技术创新战略 品牌国际化战略和跨文化战略 关键字 中国家电企业 竞争优势 跨国经营战略 THE STUDY ON THE MULTINATIONAL BUSINESS STRATEGY OF CHINESE HOUSELD APPLIANCE ENTERPRISES ABSTRACT The main basis for an enterprise to have successful multinational business is that the enterprise should have core competence Core competence is the source of the competitive advantage only with which can enterprises develop multinational business successfully The core competence of an enterprise will be developed and increased in the long-term market competition The development of the core competence and multinational business will be promoted each other with the economy development which has been proven both by the multinational business practice of Chinese household appliance enterprises and by their competition with foreign enterprises in the domestic market after reform and opening We are happy to see that the competence of Chinese household appliance enterprises has become more and more stronger which makes the Chinese household appliance industry one of the most competent industries with stronger competitive advantage Now Chinese household appliance enterprises have set up the base for Chinese enterprises to