浅析广东省机电产品出口现状,问题及对策

浅析广东省机电产品出口现状，问题及对策


摘 要

机电产品行业是国际市场最大的行业之一，工业发达国家和一些发展中国家都把扩大机电产品作为经济发展的一项重要战略目标。在世界经济发展变化的过程中，机电产品出口贸易虽有起伏，但从总体上看，一直是以高于世界经济增长和世界贸易增长的速度发展，在世界经济活动中起着越来越重要的作用。机电产品作为广东省第一大类出口商品,机电产品面临着日益严峻的国内外市场挑战。本文以我国广东省对外出口机电产品为例，对其发展现状进行阐述，并针对广东机电产品出口贸易存在的问题，并提出积极有效的策略来促进广东省机电产品出口贸易的可持续发展。


【关键字】广东，机电产品，出口



Abstract

Mechanical and electrical products trade is one of the largest industries in the international market. Industrial countries and some developing countries regard the expansion of the mechanical and electrical products trade as a key strategic objective of the economic development.In the process of the world economic development and changes, though there exists fluctuation in the mechanical and electrical products export trade, but generally speaking, it is playing more and more siginificant role in the global economic activities with the developing speed much higher than that of the growth of the global economy and trade. As the first major category of Guangdong's export commodities, machinery and electronic products are confronted with increasingly tough challenges of the domestic and international markets. This paper, taking the exports of electromechanical products in Guangdong Province as an example, illustrates the current situation of its development, aims at key issues of the exports of electromechanical products in Guangdong Province and puts forward the positive and effective strategies to promote the sustainable development of the export trade of electromechanical products in Guangdong Province.


【Key Words】Guangdong；mechanical and electrical products；export





目 录

摘要 I
Abstract II

绪论 1
一、广东省机电产品出口现状 2
（一）出口规模持续扩大，增长速度逐渐放缓 2
（二）出口商品结构不断优化 2
（三）外资企业保持优势地位，国有企业出口增长加速 3
（四）贸易方式结构转变步伐正在加快 4
（五）金融危机下的出口形势 4
二、广东机电产品出口贸易中存在的问题 5
（一）缺乏自主品牌建设 5
（二）海外营销手段和观念落后 6
（三）人民币屡屡升值，出口成本有所增加 6
（四）出口商品结构层次低，出口秩序混乱 7
三、广东机电产品出口贸易存在问题的原因 7
（一）内部原因 7

（二）外部原因 8
四、提升广东机电产品出口竞争力的对策建议 9
（一）加大自主创新力度，培育自主品牌 9
（二）深入实施市场多元化战略，加强境外营销网络和售后服务体系建设 10
（三）政府加大资金支持，推动建立出口保险体系 11
（四）加快机电产品出口结构调整，强化应对技术性贸易壁垒的能力 11
结论 13
参考文献 14
致谢 15















著名鞋类企业塑造国际品牌的路径及启示

摘 要

中国是世界上最大的产鞋国同时也是世界上仅次于美国的鞋产品消费国。中国连续七年占世界鞋产量的50%，中国生产的鞋类产品约有40%进入国际市场，贸易额达300多亿美元，约占世界鞋类产品贸易的25%。但令人遗憾的是，到目前为止，我国几乎还没有真正被世界承认的著名国际品牌。
本文首先阐述了国际品牌的概念和特征，阐述了品牌塑造的理论基础。其次，从世界鞋类产品市场情况出发，分析了各国鞋类市场概况和品牌概况，并且指出了品牌对于附加值的重要意义。接下来，笔者以Nike、ECCO、LaCrosse、Geox四个著名国际品牌为例，分析了它们成功塑造国际品牌的路径。虽然就国内鞋业的目前发展状况而言，我国在生产总量上占有绝对的优势，但依然难以与国外品牌企业相抗衡。这实际上涉及到了国内制鞋工业的结构、地区性发展不平衡、产业技术与资本支持等多方面的原因。因此，最后作者在总结四大品牌成功路径经验的基础上，结合中国鞋类品牌的现状，提出了中国鞋类企业塑造著名国际品牌的路径。

【关键词】 著名鞋类企业 国际品牌 路径 启示



Abstract

China is the largest shoe-making country and the second largest shoe-consuming country, with only the United States taking the lead. In the past seven years, shoes made in China have taken up over 50 percent of the total production of the world. 40 percent of the shoes made in China are sold in the foreign markets. The trade volume of shoes amounts to over 30 billion dollars, which is about 25 percent of the world’s total trade volume of shoes. Unfortunately, seldom any Chinese brand has been acknowledged as famous brand by the global market so far.
This paper elaborates the concept and characteristics of international brand and explains the theories of brand modeling first. Then, the paper focuses on the statue of international shoes market and the general situation of shoes brand in many countries, such as the United States, France, England and Germany, as well as the importance of the value added to a brand. After that, the paper takes some famous international shoes market as examples, including Nike, ECCO, LaCrosse and Geox, analyzing the successful routes by which they head

for their brand modeling. Though we have absolute advantage in total production, it is still difficult for domestic shoe-makers to compete with the famous foreign shoe brands at present. In fact, it is connected with the structure of the Chinese shoe industry, imbalance of district development, industry technology and capital support, etc. In the end, by combining the successful routes of the brands referred to with the facts of the China's shoes market, the paper brings up the routes for Chinese shoes-making companies in modeling famous international brand.

【Key Words】 Famous shoe-making company; International brand; Routes; Apocalypse


目 录
1. 引论 .............................................................2
1.1 写作的必要性 ....................................................2
1.2 国际鞋类品牌概述 ................................................2
1.3 品牌塑造的相关理论及模型 ........................................3
1.4 写作思路和方法 ..................................................7
2. 世界鞋类产品市场情况以及各国的著名品牌 ...........................8
2.1 世界鞋类产品市场概况 ............................................8
2.2 各国主要的鞋类品牌介绍 ..........................................13
2.3 著名鞋类品牌对市场格局的影响 ....................................14
3. 著名鞋类企业品牌塑造的路径分析 ...................................16
3.1 LaCrosse的道路——从质量和创新出发.............................. 16
3.2 ECCO走世界——设计以人为本 ......................................17
3.3 Nike的成功——本土化营销 ........................................18
3.4 Geox的信心——源自对技术和时尚把握 ..............................19
4. 著名鞋类品牌塑造路径对中国鞋类企业塑造国际品牌的启示 .............19
4.1 著名鞋类企业品牌塑造路径成功经验................................ 19
4.2 对中国鞋类企业塑造国际品牌的启示 ................................20
5. 结论 ............................................................24
参考文献 ............................................................26




浅析格兰仕国际化经营问题


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





海尔品牌国际化塑造分析


摘 要

市场经济的发展,把世界带入品牌竞争时代。而品牌作为企业开展营销活动的手段，是使自己的产品在竞争中与众不同，在经营过程中长期获利并保持其在市场中的地位所采用的一种方式，已成为企业争夺和占领市场的重要工具。在产品差异化越来越小的今天，未在近乎残酷的市场生死展中谋得一席之地，国内企业的经营管理者也逐渐意识到品牌战略的重要性，本文通过分析海尔品牌国际化塑造的成功之处，对海尔的品牌阶段性战略、品牌多元提升战略、品牌自主创新战略、品牌内涵延伸战略等做了详尽的分析，同时，本文也对海尔品牌国际化战略的困局详加分析，提出自己的看法与对策。总之，本文认为，海尔品牌在未来应该以竞争为导向，在新的层次上发展营销新框架。根据市场的形势，主动地创造需求，运用优化和系统的思想去整合营销，

【关键词】品牌 品牌战略 品牌资产



Abstract

The development of market economy takes world into brands competitive times. As the means that enterprise develops sale campaign, brands differentiate the product of enterprise from that of competitors. It is also the method that keeps the market place of enterprise and makes the enterprise gain profit in the process of sale campaign. For a long period, it has become an important tool that enterprises fight for and occupy market. In president, when the product discrepancy become more and more unobvious. In order to gain a position in the cruel market life and death war, the domestic management of enterprise also gradually realizes the importance of brands strategy, especially after fighting against the strong brands abroad. At the same time, all kinds of enterprises push out the big flag of brands in succession, challenging the international strong brands. But after tens of years fight between domestic brands and strong brands abroad, few enterprises can leave their brands in the memory of masses of customers. So why so many domestic brands died young? How domestic enterprise to change this situation? Perhaps, after having analyzed the mistake district of some domestic industries and having summarizing the experience of success and fail on their brands.

【Keywords】Brands; Brands strategic; Brands asset


目 录

1 海尔品牌国际化塑造的成功之处 .................3

1．1 海尔品牌阶段性战略 ...........................3
1.2 海尔品牌多元提升战略 .........................4
1.3 海尔品牌自主创新战略 ..........................4
1.4 海尔品牌内涵延伸战略 .........................5
2 海尔品牌国际化战略的困局与对策 ................6
2．1 海尔品牌国际化战略遭遇的困局 .................6
2. 2 海尔品牌国际化战略发展对策 ..................8
参考文献 ..........................................14
致 谢 ...........................................15






联想品牌的海外拓展分析

摘 要

企业界有这样一个断语：一流企业卖品牌，二流企业卖标准，三流企业卖技术，四流企业卖产品。由此可见，品牌在今天企业竞争中的意义。今年6月，为积极响应党中央、国务院号召，落实创新型国家战略，加快我国独立自主品牌建设，商务部举行了“品牌万里行”活动，这更让品牌观念深入人心。本文正是在这个大背景下完成的。
本文整合了国内外学者在相关领域的研究成果，通过对联想品牌海外拓展过程的研究，发现其品牌国际化的成功之处在于：通过跨国并购和体育营销，获得了知名品牌“Think”并极大地提升了联想品牌在国际市场的知名度；不足之处在于：对品牌的保护意识不强而导致商标在一些国家被抢注，以及由于产品多元化产生的一系列问题。由此得出一些走品牌国际化之路的规律性的东西，希望能对中国企业打造国际性知名品牌有所裨益。

【关键词】品牌 品牌国际化 海外拓展 产品多元化


Abstract

There is such a definitive in business: The top-class enterprises sell brand, the second-class enterprises sell standard, the third-class enterprises sell technology, and the forth-class enterprises sell products. This shows that the competitiveness of the significance of brand. To respond to the call of the Central Government and the State Council of P.R.C., carrying out innovative national strategy and speeding up the building of self-owned brands, the Commerce Department held the campaign “Brands Travel Ten Thousand Miles” in June, 2006, which further promotes the brand attitude in China. This thesis is completed under this basis.
With the integration of the previous studies on correlative fields and studying Lenovo’s expansion to oversea market, I found the success of its brand-internationalization lies in: Through transnational mergers and acquisitions and sports marketing, gained a well-known brand 'Think' and greatly enhance the reputation of the Legend brand in the international market; And it’s inadequate protection lies : Because of lack of a strong sense of brand, its property had been registering in a number of countries, as well as a range of issues arising from product diversification. Aft

er analyzed both the success and weakness of Lenovo’s brand internationalization and summarized some rules about the brand internationalization. I hope what I did will be helpful for domestic enterprises to build globally renowned brands.

[Kew Words] Brand; Brand Internationalization;; Overseas Expand; Product Diversification



目 录

1 联想品牌的海外拓展成功分析 .......................2
1.1 收购IBM个人电脑事业部 ...........................2
1.2 借助体育营销来参与奥运TOP .......................4
2 联想品牌海外拓展的问题分析 .......................6
2.1 商标事件 ........................................6
2.2 产品多元化带来的品牌问题 ........................7
2.3品牌自主创新不足 .................................8
3 给国内其他家电企业打造国际化品牌的启示 ...........10
3.1 国际化的品牌命名 ................................10
3.2 通过品牌兼并快速扩大规模 ........................10
3.3 加强品牌保护意识 ................................11
3.4 运用本土行销策略 ................................11
参考文献 ............................................13
致 谢 ..............................................14






浅论国际家电营销中的文化冲突及企业对策


摘 要

文化作为国际营销中一个重要的影响因素，其作用已经渗透国际营销的各个环节，尤其是文化的冲突对国际市场营销有着巨大的影响。许多家电企业在对外营销中处理不好文化冲突带来的问题，给企业带来巨大的负面影响，甚至是导致企业的跨国营销的失败。针对这种情况本文从文化冲突的原因着手，对国际营销中的语言、教育水平、民族风俗习惯和宗教信仰深入阐述，分析文化冲突对家电企业国际营销的影响，并以家电企业的角度出发做出决策，主要是企业对冲突文化的规避和融合，本土化策略等。

【关键词】国际营销 文化冲突 文化影响 策略



Abstract

Culture as plays a vital role in international marketing, it influences every section of international marketing. In influences every section of international marketing. In particular, the cultural conflicts have great impact on international marketing. Many enterprises which can’t deal with cultural conflicts properly always bring themselves great negative effect, some even result in cross-national marketing failure. Aim at this ,the article will discuss about the causes of the cultural conflicts covering language、education level、custom and religion. In addition, the article also brings forward some methods of dealing with cultural conflicts on the position of corporation. The main stratagems are: using the indigenous international marking stratagem、localization strategy

【key words】International marketing culture conflic

t culture affect strategy



目 录

1国际市场营销文化冲突的原因 ......................2
1.1语言的不同引起沟通方面的障碍 ..................2
1.2受教育水平的程度不同 ..........................3
1.3民族风俗习惯和宗教信仰不同 ....................3
2文化冲突对国际市场营销的影响.................... 4
2.1文化冲突对产品策略的影响 ......................4
2.2 文化冲突对促销策略的影响 .....................4
2.3文化冲突对定价策略的影响...................... 5
2.4文化冲突对谈判的影响 ..........................6
3企业对待文化冲突的对策 ..........................6
3.1企业对文化环境的适应和改造.................... 6
3.2本土化策略.................................... 8
参考文献 .........................................11
致谢 .............................................12






索尼品牌在中国大陆区域的市场营销战略分析


摘 要
随着信息经济时代的来临和各国信息化水平的日益提高，信息经济的规模越来越大，作为信息经济社会支柱的信息产业在全世界迅猛崛起。电子信息产业作为新兴的产业逐渐占据日益重要的地位。索尼品牌在中国大陆区域运用完善合理的营销战略——产品战略，价格战略，促销战略和分销战略，抓住中国市场实情，综合策划战略，逐步占领了中国市场并确立了自己的优质品牌形象。本文首先以我国电子信息产业的现状为背景，通过分析索尼品牌在中国大陆区域的市场营销的成功经验，从而提出其对我国发展电子信息产业的启示。
【关键词】促销 价格 营销组合


Abstract
With the development of informationization in the era of information economy, the scale of information economy become larger, and the information industry rise sharply in the whole world as a foundation. E-information, as a new industry, take a more important possession increasingly. SONY, which brand has occupied the market in China gradually and set up its good brand figure by using perfect and reasonable marketing tactics such as products strategy ,price strategy ,sales promotion strategy and sales distribution strategy to catch the real situation of Chinese market and to scheme a synthetic strategy. According to the analysis of the succession how SONY make such good marketing and sales in Chinese mainland under the background of the present situation of our E-information industry, we can shade a light on how to develop it.
【Key words】Promotion；Price；Marketing Mix



目 录

1 引言 ..............................................2
1.1写作思路 .........................................2
1.2文献综述 .........................................2
2 索尼在中国的发展现状 .............................2
2.1公司概况..................

....................... 2
2.2在中国的发展历程 .................................3
3 索尼品牌入驻中国市场的障碍分析 ...................3
3.1国际竞争对手加入 .................................3
3.2中国二线品牌的冲击 ...............................4
3.3索尼内部劣势 .....................................5
4 索尼在中国大陆的营销战略 .........................5
4.1 产品策略 ........................................6
4.2价格策略 .........................................9
4.3促销策略 .........................................12
4.4分销策略 .........................................14
5中国电子产品发展品牌战略的启示 .....................15
5.1高质高价的品牌产品 ...............................16
5.2维系品牌战略 .....................................16
参考文献 ............................................18
致 谢 .............................................19




肯德基品牌中国本土化营销策略的研究



摘 要

本论文以当前跨国企业越来越重视海外市场为背景，抓住这个经济热点，以肯德基品牌做为一个切入点来研究跨国企业的本土化营销策略。
此次论文研究意义在于，通过对肯德基这种已经十分成熟的跨国企业的本土化营销策略的研究以期给我们正处于成长阶段的中国餐饮业带来一些好的借鉴。本文以市场营销的中的“4P”理论作为文章的整体架构，从产品、价格、促销、渠道这四个方面展开论述。第一部份先对肯德基在全球市场的同质化产品策略作了分析，然后再从品牌本土化和菜单本土化两个方面对本土化产品策略加以阐述。第二、第三和第四部分同样是从同质化和本土化两个方面分别对定价策略和促销策略以及渠道策略进行了研究。最后一个部分就是介绍肯德基作为连锁餐饮在中国成功的几点经验，结合国内餐饮企业发展现状，为广大国内餐饮企业提供有效的借鉴。

【关键词】跨国营销 本土化 中国餐饮 肯德基



Abstract

This article is based on the “4P” theory in the marketing. Then I launch the elaboration from these four aspects—product,price,promotion,place. The first part has first made the analysis to KFC in the global market homogenization product strategy, then elaborated from the brand localization and the menu localization. Second, third and the fourth part was similarly conducted the research from the homogenization and the localization two aspects to the fixed price strategy and the promotion strategy as well as the channel strategy.The last part is the introduction of the good experience of success for KFC in China as chain restaurant. Set up a good sample for domestic restaurant , and introduction that how to take advantage of KFC’s experience.

【Key words】Transnational Marketing

localization strategy China’s catering industry KFC



目 录

1 肯德基品牌在中国本土化营销中的4P策略 .................2
1.1本土化产品策略 .......................................2
1.2本土化价格策略 .......................................5
1.3本土化促销策略 .......................................6
1.4本土化渠道策略 .......................................8
2 肯德基本土化策略对中国餐饮业带来的启示 ...............9
2．1中国餐饮业的现状 ....................................9
2．2肯德基的成功给中国餐饮业的启示 ......................11
3 中国餐饮业未来的发展对策 .............................12
3．1 提高和保证餐饮产品质量 .............................12
3．2 规范并合理化产品的定价 .............................13
3．3 持续而强有力的产品促销 .............................13
3．4 建立正确并有效的营销渠道 ...........................14
参考文献................................................ 16
致 谢 .................................................17








浅谈我国体育用品行业的品牌国际化以李宁体育为例

摘 要

随着经济收入的增加和生活水平的提高，我国人民对体育活动和体育用品的需求也越来越大,中国体育市场生机勃勃。尤其是北京2008 奥运会对本土体育用品企业来说，既是机遇，也是挑战。本文选取了中国体育用品的第一品牌“李宁”为例，对其在激烈的市场竞争中成功塑造极具国际竞争力的民族品牌形象的过程及原因做一分析。首先介绍了李宁公司国际化概况，接着运用相关品牌理论，如品牌定位、品牌差异化战略、品牌国际形象树立、品牌国际资源运用等李宁公司国际化战略中的成功与不足进行分析，希望给国内同类企业一些借鉴，推动我国的体育用品行业走向国际市场。

[关键词] 国际品牌 体育用品行业 国际竞争力


Abstract

Along with the increase of income and the improvement of living standard, the Chinese people’s demands of sports activities as well as sports products are expanding and the China sports market is blooming. Beijing 2008 Olympic is drawing near, which is not only a good chance, but also a big challenge for domestic sports products enterprises. In such circumstance, LINING as the No.1 sports company of China, has successfully built its own brand and globally competent image in the extremely intense competition. Based on the relevant branding theories, this paper is going to analyze the success and deficiency of LINING’s strategies for the reference of other sports products companies, driving Chinese sports products industry on the way to international market.

[key words] International Brand, Sports Products Industry，Global Competence



目 录

1 品牌的定

义以及国际品牌的作用 ......................2
2 李宁公司国际化概况 ................................2
3 李宁体育品牌国际化运作中的成功与不足.............. 3
3.1 李宁体育品牌国际化运作中的成功 ..................3
3.2李宁体育品牌国际化运作中的不足................... 8
4给中国体育用品品牌国际化的启示..................... 8
4.1提高产品技术 .....................................9
4.2 利用国际资源 ....................................9
4.3 文化优势策略 ....................................10
4.4利用08奥运契机 ...................................10
参考文献 ............................................11
致谢 ................................................12








提升自主品牌轿车竞争力问题研究



摘 要

品牌影响力是企业最重要的无形资产，一个产品品牌的影响力对消费者的购买行为将产生极大影响，甚至左右消费者的购买积极性，与合资车比起来，自主品牌的影响力明显偏弱，集中表现在消费者对产品质量、品质等的不认可。正因为如此，自主品牌不得不以性价比来打动消费者，靠低价高配置来扩大销量，这一措施将极大的削减企业的利润。直接结果就是我们的自主品牌轿车得不到市场的追捧，导致其低盈利水平，由于低盈利接着影响产量的扩大，所以，当前自主品牌发展的瓶颈是品牌影响的薄弱，今后的发展目标不仅要实现量的积累，更要实现势的提高。

【关键词】品牌影响力 无形资产 自主品牌


Abstract

The brand influence is the most important intangible asset of the enterprise; the influence of a product brand will have enormous influence to consumer's purchasing behavior, even change the consumer's purchasing enthusiasm. Compared with the vehicle of the joint capital, the influence of independent brand will be obviously weak. What’s more, the quality will not be approved by customers. Therefore, the independent brand could not but move the consumer by the natural price and depend on the low price and high disposition to expand the sales volume, which makes enormous reduction to the enterprise's profit. The direct result is that passenger vehicle of our independent brand cannot obtain the market, causing its low profit level, thus affects the expansion of the output. Therefore, the current development bottleneck of the independent brand is the weakness of brand influence; the next goal not only will want the solid accumulation, but the solid enhancement of the current situation.

【Key Words】Brand influence; Intangible asset; Independent brand

目 录

1 企业着力打造自主品牌的原因 ........................................2
2 自主品牌轿车企业SWOT分析 ...........................................3
2.1 自主品牌轿

车企业发展的优势 .......................................3
2.2 自主品牌轿车企业的劣势 ...........................................5
2.3 自主轿车企业发展的机会........................................... 7
2.4 自主品牌轿车企业发展的主要威胁 ...................................8
3. 自主品牌轿车企业发展的策略 .........................................9
3.1 企业高度重视人才培养和技术创新，提高产业技术创新能力 .............9
3.2 加强行业自律，维护产业的整体和长远利益 ...........................10
3.3 加快产业重组的步伐，提高产业集中度 ...............................10
参考文献 ..............................................................12
致 谢 ...............................................................13





浙江省中小企业国际竞争力提升探析
摘 要

无论是经济特区还是内陆省份，中小企业在经济建设中的突出贡献已备受人们关注。浙江省今年来所取得的巨大成就，与那些新兴的中小企业息息相关。但同国有企业和跨国公司相比，中小企业有其自身的缺陷和障碍，而只有通过加快中小企业的国际化步伐，增强国际竞争力，才能有效的克服这些障碍。
本文首先对浙江省中小企业国际竞争力的发展进行了实证分析，在此基础上提出了制约浙江省中小型企业国际化发展的因素：中小企业管理缺陷，融资困难和对外发展的技术制约。随后提出了提升浙江省中小企业国际竞争力的三大战略模式选择：与大企业合作模式，品牌模式和高科技园区模式。最后从中小企业自身和政府两个方面提出了提升浙江省中小企业国际竞争力的对策。

【关键字】中小企业 国际竞争力 战略模式

Abstract

Regardless of is the special econmic zone or the interior province,mid-and small-scale enterprise’s prominent contribution in the economic development is paid attention by the people. Zhejiang Province obtained the huge achievement in recent years,were closely linked with these emerging mid-and small-scale enterprises.But compares with the state-owned enterprise and the multinational corporation,mid-and small-scale enterprise has its own flaw and barrier,but only has through speeding up the internationalization step of the mid-and small-scale enterprise,increasing the Internationl competition strength,it can effectively overcome these barriers.
This article firstly carry on the real diagnosis to the international competition stength development of Zhejiang Province’s mid-and small-scale enterprise,and propose the factor in this foundation which restricts the Zhejiang Province small and medium-sized enterprise’s internarionalization development:the management flaw of mid-and small-scale enterprise,difficult of financing and the technical

restriction of foreign development.Afterward propose three big strategic patterns choice to promote the international competition strength of Zhejiang Province’s mid-and small scale enterprise:With big enterprise cooperation pattern,brand pattern and high tech garden area pattern.Finally propose countermeasure to promote the international competition stength of mid-and small-scale enterprise in Zhejiang Province by the small business own and the government two aspects.

【Key Words】Small and Medium-sized Enterprises International competitiveness Strategic pattern

目 录

1概论 ..............................................2
1.1企业国际竞争力的内涵 ............................2
1.2 我国中小企业的界定及发展状况 ...................2
2浙江省中小企业国际竞争力的实证分析................ 5
2.1浙江省中小企业国际化发展情况-................... 5
2.2浙江省中小企业国际竞争力的制约因素分析 ..........7
3 提升浙江中小企业国际竞争力的对策建议 ............9
3.1提升浙江省中小企业国际竞争力的战略模式选择 ......10
3.2 提升浙江省中小企业国际竞争力的具体措施 .........11
参考文献 ...........................................14
致 谢 ............................................15







浅析老北京火锅特许经营对策


摘 要

特许经营是当今世界上最为流行的企业扩张和个人创业途径之一，最近些年在中国以特许经营管理模式的企业也在不断地增加。
餐饮业是特许经营的传统主力军。本文将视线聚集于餐饮业这个国内最有潜力利用特许经营加速发展的行业，结合老北京火锅这个具体的餐饮连锁企业的实际情况，提出适合餐饮特许经营行业和老北京火锅发展的特许经营模式及实施控制措施。
论文共分四个部分。第一、第二部分介绍老北京火锅的基本情况，现有的特许经营模式，并深入分析了目前特许经营模式中存在的问题。第三部分，概述特许经营理论及内涵，结合正反案例，提出餐饮企业特许经营的发展策略。第四部分是本文的重点，结合公司自身情况、营销环境及市场现状，提出改进的特许经营模式。

【关键词】特许经营 经营模式 餐饮业 特许人



Abstract

Franchising is one of the world’s most popular ways to establish a business and expand business. Not only the trend has become more obvious in developed countries such as the United States but also franchising management models in China are constantly increasing.
The catering industry is the traditional main force of the franchising. This dissertation tries to focus on the domestic catering industries that have the most potential to take advantage of franchising industry to accelerate development. And that will be a strong guiding role to the f

ranchising development of LaoBeijing Restaurant Limited.
This dissertation is made of four parts. The first part and the second part introduce basic information of LaoBeijing Restaurant Limited, the existing franchising models and analyze deeply the problems of the present franchising models. The third part recalls the history of the franchising development, outlines the theory and the essence of the franchising, and proposes developing strategies of the catering enterprises in combination with positive and negative cases. The fourth part is the focus of this dissertation, which put forward improved franchising model combined with the situation of the company, marketing environment and market conditions.

【Key Words】Franchise; Operation Model; Catering Industry; Franchiser



目 录

1前言 ...................................................2
2老北京火锅特许连锁经营企业的现状及问题 .................2
2.1企业现状简介 .........................................2
2.2存在的问题 ...........................................2
3中外特许经营企业经典案例分析 ...........................4
4老北京火锅特许经营模式的对策分析 .......................8
4.1加强品牌管理，提升老北京火锅融牌价值 .................8
4.2建立标准化的操作模式和特许加盟体系管理制度 ...........9
4.3选择合格的受许人 .....................................10
4.4签定完善的特许经营合同 ...............................11
4.5构建高效的物流配送体系 ...............................12
4.6制定合理的人力资源开发与管理制度 .....................13
参考文献 ................................................15
致 谢 .................................................16




自主品牌轿车国际化经营中的营销模式创新以奇瑞为例



摘 要

随着中国汽车产业的不断发展，汽车市场竞争的日益激烈，国际化经营成为企业获得更大的生存和发展空间的必由之路。中国自主品牌轿车如何在列强林立的世界汽车市场占得一席之地已经成为国内外学者所热烈讨论和关注的话题。
本文首先对自主品牌轿车、国际化经营、营销模式创新等概念进行了界定，并对国内外相关研究进行了综述，接着以此为基础，深入分析了中国自主品牌轿车国际化经营现状，总结了我国自主品牌轿车在国际化经营中营销方面存在的问题，并探讨问题的解决之道----即自主品牌轿车在国际化经营的道路上如何进行营销模式的理念创新、组织创新和手段创新，最后以奇瑞为例，说明中国自主品牌轿车企业如何结合自身的实际情况进行营销模式创新。

【关键词】 自主品牌轿车 国际化经营 营销模式创新


Abstract

Recent years, Chinese automobile industry is experiencing a high de

velopment period. Facing the increasing fierce competition, any automobile enterprise, with determination of surviving and obtaining more development space in the automobile market, has to take internationalization as their market strategy. The topic how Chinese automobile producer survive in the automobile industry which if full of powerful competitors attracts a lot of scholar’s attention and has been widely discussed.
This thesis takes Chery as example, firstly deeply discuss some main concepts’ s definition, such as chinese national independent brand automobile, management of internationalization; marketing mode innovation, and etc. In Chapter1，this thesis provides also an overview of the correlation study in home and abroad. analysing the international marketing situation regarding Chinese own automobile producer, then the problems regarding Chinese automobile in the international marketing are pointed out based on the previous analysis. Finally, conclusions are raised according to above analysis, meanwhile, several relevant advice are put forward for enhancing Chinese own automobile’s capability with regard to innovation of international marketing, Chery which stands for Chinese own brand is mentioned in the case analysis which is about how Chinese automobile enterprise develop the mode innovation of the international marketing.

【Key Words】Chinese National Independent Brand Automobile; Management of internationalization; Marketing mode innovation


目 录
1 导论 ............................................................2
1.1基本概念界定 ...................................................2
1.2文献综述 .......................................................3
1.3论文选题背景及意义 .............................................3
1.4 本文布局安排 ..................................................4
2.我国自主品牌国际化经营现状 ......................................4
2.1国际化经营进入的三种模式 .......................................4
2.3 国际化发展处于初级阶段 ........................................8
3.自主品牌国际化经营中营销存在的问题 ..............................8
3.1售后市场不成熟 .................................................8
3.2 销售渠道处于劣势 ..............................................9
3.3 低价策略的弊端................................................ 9
3.4 产品附加值较低 ................................................10
3.5 市场相对较狭窄 ................................................10
4. 问题的解决---国际化经营下自主品牌轿车的营销模式创新 ............11
4.1 营销理念创新 ..................................................11
4.2 营销组织创新 ..................................................12
4.3 营销手段创新 ..................................................13
5. 案例分析----奇瑞的国际化经营中的营销分析.....

.................. 14
5.1奇瑞的市场开拓----奇瑞与美国“梦幻”的合作 .....................14
5.2奇瑞的OEM----奇瑞与克莱斯勒 ....................................15
5.3奇瑞的市场定位----奇瑞在俄罗斯 .................................15
5.4 奇瑞的国际化经营隐患与解决 ....................................16
6.总结与启示...................................................... 17
参考文献 ..........................................................18
致 谢 ..........................................................19




TCL、海尔国际化经营比较


摘 要
在经济全球化的背景下，越来越多的中国企业开始探索国际化经营的道路。本文以海尔和TCL作为中国企业国际化的代表，通过对海尔，TCL国际化战略的比较研究和评价，对中国企业的国际化进行了理论探讨和研究，探索中国企业国际化经营之路。
首先，本文对国际化经营的概念进行探讨，阐述了本文的研究背景和研究意义，并对有关国际化经营理论进行介绍。接着，本文分别对TCL和海尔的国际化经营历程进行详细阐述。然后，本文从多个方面对二者的国际化经营道路进行比较，重点分析了TCL和海尔的国际化经营的相同点和不同点。最后，总结了二者对我国企业国际化经营的启示。进而在此基础上，对己经进入国际市场和即将进入国际市场的中国家电企业提出了一些的参考和借鉴。

【关键词】国际化经营 跨国并购 “走出去”战略





Abstract

More and more Chinese companies, having won their spurs in their domestic market, are starting to explore new horizons through globalization. The aim of this paper is to analyze the internationalization of Chinese companies; in particular, the very successful cases-- Haier Group and TCL group. It focuses on comparison of their internationalization strategies.
The first part of the paper, introduction is made to understanding of globalization, background information and the significance of the article. Meanwhile, it introduces some theories studying on the international operation. Through comparison of the typical strategies on international operation of some Chinese HAEs, such as Haier and TCL, the Article tried to analyze the pro and con of the selected strategies. Finally, this thesis advances suggestions for Chinese National Electric Appliance Enterprises that have entered international market and those are preparing to enter international market.

【Key Words】International Operation M&A Go Abroad Strategy



目 录

1 导言 ....................................................2
1.1企业国际化概念探讨 .....................................2
1.2 研究背景及研究意义 ....................................2
1.3文献综述 ..............................

.................3
1.4 本文框架结构 ..........................................5
2　TCL与海尔的国际化经营历程 ..............................5
2.1　TCL国际化进程 ........................................5
2.2 海尔的国际化进程 ......................................7
3.TCL与海尔国际化经营的共同点和区别 .......................10
3.1　TCL与海尔国际化经营的共同点 ..........................10
3.2　TCL与海尔国际化经营的不同之处 ........................14
4.TCL与海尔的国际化道路对我国企业的启迪 ...................15
4.1练好“内功”，培育核心竞争力 ...........................15
4.2制定恰当的国际化经营战略 ...............................16
4.3注意文化整合，培育自己具有国际化经营管理的人才 .........16
4.4注重企业的组织变革与管理创新........................... 17
4.5建立国际营销渠道 .......................................17
总结 ......................................................17
参考文献 ..................................................18
致 谢 ...................................................20





中国自主品牌轿车从制造到创新道路上面临的挑战及应

摘 要

近几年，我国轿车市场出现了连续超高速增长。国内轿车生产能力的增长开始超过市场需求能力的增长，市场对价格越来越敏感，轿车企业不断增加，竞争日益激烈，国内轿车市场的价格大战越演越烈，竞争更加残酷。在这种情况下，个企业开始将注意力集中到新车型上，以期利用新产品激起消费者的购买热情。
全球经济一体化的浪潮席卷而来，世界汽车工业更是首当其冲，中国轿车工业必将接受更为严峻的挑战。同时旺盛的市场需求也给中国轿车工业带来了巨大的发展机遇。成功的应对挑战也是机会，错误的应对机会也是挑战。中国轿车工业应如何应对，并将走向何方？
本文旨在结合相关知识来找到中国轿车制造企业品牌战略的缺失和其中FDI的技术溢出效应所能起到的作用，探讨出一条从制造到创造产业升级中中国企业的出路。

【关键词】 自主创新 FDI 民族自主品牌轿车



Abstract

In recent years, the quantity and quality of Chinese national car’s production has been increasing constantly. The increasing of Chinese national car’s production is more than the market demanding. And the market is more and more sensive about the price. The amount of new Chinese national car’s enterprises is growing and growing. The war of price in Chinese national car’s competition will become more and more intensely and brutal. In such a situation, every enterprise has focused on the type of national car，so that they could use the unsalted feeling of new things to arouse the con

sumer’s passion.
The world automobile industry is the first to be affected with the tendency of integrated in global economy. So Chinese national car industry will face huge challenge and perfect opportunity at the same time. Where is the destination of the Chinese national car industry?
This thesis attempts to analyze the tactic of trademark and some knowledge about FDI to find the deficiency of tactic in making the enterprise’s own trademark in Chinese national car industry, and the use of the overflow efficiency of FDI in this tactic. Then probe a way to change the production enterprise into the creation enterprise of Chinese national car industry.

【Key Words】 Independent Innovation Foreign Direct Investment（FDI） Chinese national Independent Brand car


目 录

1．导论 ..........................................................2
1.1 相关概念界定 .................................................2
1.2相关文献综述 ..................................................2
1.3选题意义及背景 ................................................3
1.4本文的写作思路................................................ 4
2. FDI技术溢出现象对企业从制造到创新中作用的一般性分析........... 4
2.1 FDI技术溢出效应 ..............................................4
2.2 从制造到创新的一般性分析 .....................................5
3.中国轿车品牌的发展历程 .........................................6
3.1 1956-1978中国自主品牌轿车的萌芽 ..............................6
3.2 1979-1985外资的冲击中国自主品牌轿车遭遇挑战.................. 7
3.3 1986-1996中国自主品牌轿车新的开始 ............................7
3.4 1996-2000 亚太金融危机的冲击 .................................7
3.5 2000-现在 中国自主品牌轿车走向繁荣 ...........................8
4．中国自主品牌轿车面临的主要问题 ................................9
4.1 中国自主品牌轿车面临的问题 ...................................9
4.2 错误的FDI策略 ................................................10
5．中国轿车制造业的主要对策...................................... 11
5.1 加强品牌战略 .................................................11
5.2 合理利用FDI ..................................................12
6． 结语 ........................................................13







奇瑞汽车公司自主品牌海外市场拓展分析



摘 要
汽车出口是检验一个国家汽车工业发达程度的指标，只有大量出口才能跻身于全球汽车工业高水平的竞争。奇瑞公司一直秉承借鉴日、韩汽车企业的成功经验，走向国际化是企业的源动力；迅速做强做大具备自主品牌汽车企业，形成规模效应，从而增加竞争力；改善我国出口商品的结构，尤其是提高机电产品在出口商品中的

比重；提升中国产品在海外的形象，打造国际知名品牌的战略。不断的建立核心技术、自主品牌、成本领先、国际人才的优势。奇瑞轿车已得到海外市场的一致认可，国际间合作合资已成为奇瑞公司重要的部分。
本文主要通过对奇瑞汽车公司现状的分析，了解其自主品牌的种类。同时，通过对奇瑞汽车公司的SWOT分析，从而获知其海外拓展的实力与不足。针对奇瑞汽车公司的发展现状，从企业与政府两个层面给予相应的建议。

【关键词】奇瑞公司 自主品牌 海外拓展


Abstract

The car export is a standard to show how deeply a national motor industry develops. Only mass export can make our car industry go to the top of car industry in the world. Chery company always takes the successful experience from Japan and Korea, and it is be an inner power to make a sustainable development. It is necessary to support the enterprises that own the native brand to form scale effect in order to strengthen the ability of competition. The goods structure should be improved, especially the proportion it takes in the electromechanical products. The image of the products in the abroad has to be promoted and be a member of famous worldwide brands. Its development has to form the strengths that have inner technique, native brand and so on. The Chery’s cars are approved by international market. The joint venture with international company is the most important part of the company.
The text mainly analyzes the present situation of the Chery and the kinds of its brands. Meanwhile, by using the way of SWOT analysis, we can get the strength and weakness. To the point of the present development of Chery, the text gives suggestion from two parts: one is enterprise, another is government.

【Key Words】 Chery company native brand international development



目 录
1 引言 ..................................2
2 奇瑞自主品牌海外拓展现状 ..............3
2.1 自主品牌种类 ........................3
2.2 海外拓展现状 .......................4
3 奇瑞汽车海外拓展SWOT分析 ..............5
3.1 优势分析 ............................5
3.2 劣势分析 ............................6
3.3 机遇分析 ............................7
3.4 威胁分析............................ 8
4 启示与建议 ............................8
4.1 企业方面 ............................9
4.2 政府方面 ............................10
参考文献 ................................11
致 谢 ..................................12





参考文献 .........................................................14
致 谢 ..........................................................15











探析日本企业文化的特点及其借鉴意义
摘 要
企业文化成为企业竞争优势的不二法门,是众多学者在对企业研究之后的一种普

遍观点。本文正是基于这种基本判断,展开对日本企业文化的学习。本文从评述日本企业的内涵开始，通过对日本企业文化特点及优势的认识，指出在我们全面建设自身企业文化的过程中，很有必要学习和借鉴日本企业文化表现出来的“以人为本”思想、节约精神和忧患意识、学习与创新精神、民族意识和团队精神，以及强调经济效益与社会效益统一的经营理念。
日本企业文化这个在一个多世纪岁月洗礼中打造出来的利器，至今对世界各国的企业管理都具有极大的借鉴作用。我们需要找出其中对中国企业文化的可借鉴之处，从而为我国企业更好地与世界企业的合作提供参考，也同时为我国自身的企业文化建设提供帮助。

【关键词】日本 企业文化 借鉴



Abstract

It is a universal standpoint that corporate culture is one of the key points in corporate competition after business study of many scholars. On the basis of the basic assessment, this thesis starts to learning Japanese corporate culture. In the beginning, the thesis reviews the content of Japanese corporate cultural, then it analyses Japanese corporate culture characteristics and advantages, and finally shows that our Chinese corporate should learn and study the spirit of Japanese corporate in the process of building corporate culture, such as: people—oriented principle，the spirit of economization，the consciousness of　misery，the spirit of learning and innovation，the national consciousness，team　work spirit，and the management idea of emphasis on the unification of　economic and social achievements，which are revealed by Japanese enterprise　culture.
Japanese corporate culture is a great weapon which is formed in more then one century. So far, it has a great impact on enterprise management. We need to identify the advantages for which our Chinese corporate can communicate and cooperate with other corporate well. In addition, it can help our Chinese corporate in the process of building a strong and vital culture.

【Key Words】Japan; Corporate Culture; Using for Reference


目 录

1 引言.................................................... 2
1．1 目的和意义 ..............................................2
1．2 国内外研究状况及发展趋势 ................................2
1．3 创新与不足 ..............................................3
2 日本企业文化的核心理念 ..................................3
2．1 “和”的理念............................................ 4
2．2 “忠”的理念 ............................................4
2．3 “勤”的理念 ............................................5
2．4 “人本”理念 ............................................5
3 日本企业文化的特征 ......................................6
3．1 强调企业文化中经营