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论文编号：	14530
作者编号：	2120223747
上传时间：	2024/6/1 11:47:47
中文题目：	德国bbw教育集团的跨国战略研究
英文题目：	Research on German bbw Group''''''''''''''''''''''''''''''''s Transnational Strategy
指导老师：	柳茂平
中文关键字：	跨国公司；国际化战略；跨国战略；全球战略；职业教育培训
英文关键字：	Transnational Enterprises; International Strategy; Transnational Strategy; Global Strategy; Vocational Education and Training
中文摘要：	随着经济全球化的加速发展，各国之间的经济活动日益频繁，跨国公司应运而生，跨国公司国际化战略的选择将会对企业的国际化经营产生重要的影响。中国经济的崛起也吸引了越来越多的海外企业在华投资经营。在学历职业教育培训领域，中国政府引领的职业教育改革热潮伴随着大量的资金和政策支持，吸引了不少海外职业教育企业在华投资经营，其中德国“双元制”职业教育培训的引入最受欢迎。然而，这些企业在华投资经营的规模通常十分有限，且经营频频遇到困难。德国bbw教育集团是德国柏林及布兰登堡地区最大的职业教育集团，目前已经在华为多家职业院校提供职业教育培训服务。目前，企业在华业务扩张困难，面临着生存问题，这背后与企业的国际化战略有着很大的关联。 本研究中所涉及的“国际化战略”是广义的国际化战略，包括了全球战略、（狭义的）国际战略、跨国战略和多国战略这四种国际化战略。本篇论文站在德国bbw教育集团的立场上研究bbw教育集团的跨国战略。首先，本文阐述了国际化战略的相关概念和理论，引入了波特的“协调—配置”框架、Bartlett和Ghoshal的国际化战略矩阵以及Prahalad和Doz的I-R 模型，同时借助波特的竞争优势理论和业务相关性理论、巴尔奈等人的资源基础理论以及企业的竞争层次理论为本研究提供理论支撑；其次，本研究经过分析，认为bbw教育集团当前采纳的是国际化战略中的“全球战略”，并对全球战略的现状和问题展开了深入分析，同时分别从产品市场层、价值链层和资源层逐一展开分析；最后，结合前文的理论支撑和企业分析，本研究认为bbw教育集团应选择国际化战略中的“跨国战略”，同时分析了跨国战略下的跨国协同和层次结构特征，在此基础上为公司提出了三个竞争层次上应实施的当地配置措施和跨国协同措施。文章结尾是本研究的结论和创新，同时提出了本研究的不足和展望。 本研究是一项针对企业跨国战略的理论应用研究，得出了跨国战略的应用结论以及跨国战略下企业分别在产品市场层、价值链层和资源层的当地配置措施和跨国协同措施，以此构成企业跨国战略下一个完整的措施结构。希望不仅能够为bbw教育集团的国际化经营提供一些思路，同时也能够为其他行业中的企业提供借鉴。此外，本研究将企业国际化战略、波特的竞争优势和业务相关性理论、巴尔奈等人的资源基础理论以及企业竞争层次理论进行了融合，不仅是对以往理论的再次验证，也是一次理论创新上的探索。
英文摘要：	As the result of economic globalization, the economic activities among countries become more frequent and transnational corporations emerge. The international strategy of a transnationals has a great impact on their international business. China's economic rise is also attracting more and more overseas companies to invest and operate in China. In the field of vocational education, the upsurge of vocational education reform led by the Chinese government has been accompanied by a large amount of financial and policy support, which has attracted many overseas vocational education companies to invest and operate in China, among which the introduction of the German dual vocational training system is the most popular. However, the scale of investment and operation of these companies in China is usually very limited, and these companies often encounter operational difficulties. bbw Group is the largest vocational training group in Berlin and Brandenburg, Germany, and has provided vocational training services in a number of vocational colleges in China. At present, it is difficult for bbw Group to expand their business in China and the company is facing survival problems, which is closely related to its international strategy. The “international strategy” mentioned in this thesis is an international strategy in a broad sense, it includes four international strategies: global strategy, (narrow) international strategy, transnational strategy and multinational strategy. This thesis comprehensively studies the transnational strategy of the bbw Group. First, this thesis introduces the international strategy related theories, mainly including Porter's model, Bartlett&Ghoshal Matrix and Prahalad and Doz's I-R model. Besides, Porter's competitive advantage theory and linkages theory, RBV theory and enterprise competition hierarchy theory are also introduced. Secondly, this thesis analyzes that currently bbw Group is conducting "global strategy", and then this thesis conducts an in-depth analysis of the status quo and problems of the global strategy, and then analyzes them one by one from the product level, the value chain level and the resource level. Finally, it comes to conclusion that bbw Group should shift its current “global strategy” to the “transnational strategy”, and then followed with the detailed localization measures and transnational synergia measures in terms of product level, value chain level and resource level. The end of the research are the conclusions, innovations, shortcomings and prospects of this thesis. This paper is a theoretical application research on the transnational strategy, and the conclusions of transnational strategy and its localization measures and transnational synergia measures at the product level, value chain level and resource level are obtained, so as to constitute a complete measure structure of the transnational strategy. It is hoped that this thesis could not only provide some ideas for the international operation of bbw Group, but also provide reference for companies in other industries. This thesis combines international strategy, Porter's competitive advantage and linkages theory, RBV theory and enterprise competition hierarchy theory, which is not only a revalidation of previous theories, but also an exploration of theoretical innovation.
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