浅析格兰仕国际化经营问题

范文编号:GM051    范文字数:8805,页数:14

摘     要

       在经济全球化迅猛发展的今天，国际化经营的作用日益突显，它既是全球化发展的
必然结果，更是全球化的主要推动力量。而且近些年，随着经营战略时代的来临跨国公司的全球化经营战略也开始有所调整，逐渐变得更为清晰和有攻击力。这就要求中国企业在国际化发展过程中，首先必须制定和选择正确有效的国际化经营战略，明确国际化经营的战略目标和实现途径，方可实现健康的国际化成长。
国际化经营，越来越受到我国企业的重视。面对加入WTO，我国企业需要主动迎接更大范围的挑战。一个重要的战略课题就是走出去，在全球范围树立自己的形象，在全球范围内实现新的发展和扩张。本文通过对格兰仕国际化经营存在问题的分析，提出了化解这些风险的途径，也为我国企业国际化经营提出了建设平性的意见。

【关键词】国际化经营  OEM  规模效应 

Abstract

   With the rapid development of economic globalization, nowadays the function of Multinational Corporation is increasingly salient, which is not only the inevitable result of globalization but also the major impetus of globalization. Recently with the coming of management strategy era, the management strategy of Multinational Corporations begins to adjust, which becomes clearer and more offensive gradually. This demands Chinese enterprises must first set down and select correct and effective international management strategy, and clarify the aim of international management strategy in the process of international development. Only in this way can Chinese enterprises realize the healthy international development. Considering this, this thesis analyzes the international development from the point of view of strategy, and thoroughly discusses the strategic modes and its selection of the international expanding of Chinese enterprises.
More and more enterprises pay their attention to the global management. After joining to WTO, our enterprises should greet wider challenge. An important strategic topic is goes out to set up our own global image, in order to realize further development and expansion in the world. Through analysis on the questions existed in Galanz global management, this thesis proposes the ways for solving these risks, then proposes some constructive viewpoints for our enterprises in their global management.

【Key Words】Global management;   OEM;   Scale effect

目   录

1.导论 ...........................................2
1.1研究背景及意义................................ 2
1.2国内外研究现状................................ 3
2．格兰仕国际化经营存在的问题 ....................3
2．1品牌发展受到限制 .............................4
2．2利润趋薄 .....................................4
2．3技术创新能力薄弱 .............................4
2．4放弃股票上市 .................................4
2．5规模效应的不经济............................. 5
2．6品牌销售渠道力的丧失......................... 5
3．格兰仕国际化经营问题的成因分析................ 5
3．1 OEM打压了自有品牌市场份额................... 5
3．2陷入“比价优势”误区 .........................6
3.3微利使其失去向研发环节发展的动力 ..............6
3.4格兰仕放弃上市的原因 ..........................6
3.5规模效应有限...................................7
3．6以加工为主的战略难以向销售环节延伸 ...........7
4．格兰仕国际化经营的几点建议 ....................8
4．1代工分拆另立品牌 .............................8
4．2以科技创新支撑格兰仕国际化经营 ...............10
4.3 适时股票上市推动格兰仕国际化经营 .............10
4．4以体育营销促进格兰仕国际化经营............... 11
参考文献 .........................................13
致    谢......................................... 14

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