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论文编号：	11790
作者编号：	2320170710
上传时间：	2020/6/21 17:31:02
中文题目：	AK科技公司国际化战略制定与实施研究
英文题目：	International Strategy Formulation and Implementation Analysis of AK Hi-Tech
指导老师：	林润辉
中文关键字：	科技企业；国际化战略；竞争优势; AK公司
英文关键字：	International strategy, Competitive advantage, Hi-Tech enterprise，AK company
中文摘要：	中国科技企业快速发展，中国已经是消费类电子产品的全球制造中心。面对国内新兴品牌和产品的激烈竞争，很多新兴的高科技公司纷纷走出国门，通过发展自己核心优势，在全球市场中赢得生存和发展。但是，现阶段中国大多数的中小型科技企业还是处于国际化发展的初级阶段，走的是中国制造的老路，基本上通过制造低价产品出口到国外市场的商业模式。特别是面对需求端对消费电子类产品的需求越来越高端而国内生产成本的优势在逐渐丧失的局面，这种传统的国际化方式已经不能适应新经济的发展。中国广大新兴科技企业正在通过各种方式，提升自己国际化水平来提高利润水平。 面对竞争形势的发展，AK公司通过提升产品力和渠道力量，快速扩展国际市场并取得很大成绩。但是前期国际化主要是通过以亚马逊为代表的跨境电商平台进行。企业的下一步发展的目标是成为全渠道的品牌。在这种新的需求下，重新制定全球化战略变得非常紧迫。 本文通过对国际化战略相关理论的梳理，找出了国际化战略制定的相关理论支撑。采用了归纳分析法、定性分析法、案例综合分析法，研究了AK公司的消费电子类企业的国际化经营。通过PEST分析法，对AK国际化所处行业的外部环境进行系统分析和研究，找出外部的竞争和威胁，并对行业整体发展情况有了全面分析。通过价值链分析，对公司内部各个环节进行研究，找出公司核心竞争力以及面对国际化所面对的劣势。之后用SWOT工具分析了对策矩阵。在分析清楚企业基本情况之后，进行国际化战略体系的设计。该体系主要包含以下模块：国际化战略的目标和战略选择、目标市场和进入模式以及具体的实施路径。后面规划了国际化战略实施的具体举措以及如何保证国际化战略的成功实施，分别提出了保障措施和控制措施。
英文摘要：	With the rapid development of Chinese hi-tech companies, China has been the world largest manufacturing center of consumer electrical products. Due to the extreme fierce competition in domestic market, many start-ups step into overseas markets to develop their business where they can achieve their competitive advantage. However, in present stage, most of Chines small and middle scale enterprises are in the primary stage of international development, who are following the traditional Chinese manufacture industries way which manufacturing products with low price and low quality. This business model is facing more and more severe challenge with the rise both in cost of Chinese manufacturing and demand from customers. The Chinese start-ups are trying new ways when developing the overseas markets, in order to increase their profit rate. In order to gain bigger international market share, AK tech Co. strives to raise their products and distribution network. However, the main channel is E commerce platform such as Amazon in early stage which can't afford the new era goal. So, it is critical to make an international strategy for this company. After analyzing the theory about international strategy, I find the theory base for this strategy. I choose some methods to analyze the AK business around consumer electrical products. After the external environment was analyzed by PEST tool, the chance and challenge are located. By the analysis of internal environment, the advantage and disadvantage were found out when competing in international markets. In the last part, international strategy is designed which include the international goal, international strategy choice, target markets. At last, the way how to implement and control the employment is listed.
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