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论文编号：	1517
作者编号：	031757
上传时间：	2010/5/20 16:00:52
中文题目：	中国家电行业应用CGMS模型的实证研究及其全球营销战略实施
英文题目：	Chinese Household Electrical Appliance Enterprises, CGMS, Global Marketing Strategy, Implement of Strategy
指导老师：	吴晓云
中文关键字：	中国家电企业 CGMS 全球营销战略 战略实施
英文关键字：	Chinese Household Electrical Appliance Enterprises, CGMS, Global Marketing Strategy, Implement of Strategy
中文摘要：	全球家电行业已经进入稳步的成熟的阶段。在新的竞争环境下，中国作为最具有经济活力的发展中国家，成为全球家电产品制造中心的趋势越加明显，世界家电跨国公司逐渐将中国市场作为其重要的战略组成部分之一，中国家电企业积极融入全球化竞争已经成为其全球营销战略的一种必然选择。然而从中国家电企业的整体上看，其全球经营水平与知名的国际跨国公司相比，无论在规模、技术或者是跨国经营经验等方面，都存在一定的差距，导致中国家电企业在全球竞争中仍然处于劣势。值得庆幸的是，国内的家电企业在发展的过程中，也孕育了一大批具有自主开发能力的民族企业集团，不仅在国内具有强大的竞争能力，其在世界家电市场上已经占有一席之地。 本论文希望通过对全球营销战略理论的回顾以及全球营销战略综合模型发展脉络的梳理，从中挖掘出适用于中国家电企业的全球营销战略模式，在此基础上提出中国家电企业全球营销战略及其具体的实施策略。 论文共分为五个部分进行阐述。首先提出本论文的研究背景、所要研究的问题，以及问题的研究思路、方法和价值；然后对全球营销战略的相关理论进行回顾，重点借鉴基于GMS理论并进行发展的适用于中国企业的CGMS。在此基础上，提出中国家电行业进行全球营销战略的理论假设并进行实证检验，并利用调研的19个样本企业的数据进行实证检验。接下来，基于企业难以对外部环境进行改造以提升经营业绩的理解，本论文重点寻找影响中国家电企业全球营销战略的内部因素，同时结合数据对影响企业战略表现的关键内部因素进行深入的分析，并提出中国家电企业进行全球经营时应先提升其内部关键因素，使之与成熟的外部全球化环境相适应。最后，结合CGMS的指标设计和中国家电企业的现状，从市场进入战略、全球市场参与、营销战略标准化与适应性、价值链的配置与协调以及全球竞争活动的协调几个方面，构架出中国家电企业具有全球化思维和战略内涵的营销战略模式及其实施策略。
英文摘要：	Global household electrical appliance industry has stepped into unfaltering mature stage. In the new competitive condition, China has changed to be the manufacturing center of household electrical appliances, as the most active developing country. Most of world-famous MNC take the Chinese market as one of the most important parts of their global marketing strategy. So it’s necessary for Chinese household electrical appliance enterprises to participate in global competition. However, there is also gap between the Chinese enterprises and the international MNC on size, technology, experience, and so on, which lead to Chinese companies’ inferior competitive position. And luckily, some Chinese companies have grown up to competitive groups not only in the domestic marketing but also in the international marketing. This thesis will put forward global marketing strategy mode suiting to Chinese household electrical appliance enterprises, on the base of reviewing the global marketing strategy theory and hackling the GMS, and then give some advise on the implement of global marketing strategy. The thesis contains five parts as follow: firstly, put forward its study background, the issue need to solve, the study pathway, method and value; then it reviews the correlative theories of global marketing strategy and model of global marketing, integrated global marketing strategy, mainly uses CGMS which based on GMS for reference. Then, it puts forward hypothesis on Chinese Household Electrical Appliance Enterprises Applying CGMS and carries out an empirical study, adequately using the data collecting from 19 Chinese enterprises. And then the thesis tries to find the key interior factors which influence the global marketing strategy. And finally, through studying the CGMS and the actuality of Chinese household electrical appliance enterprises, it suggests that the enterprises should improve their interior factor level and make it suit to the mature exterior globalization, and it works out global marketing strategy which suits to the Chinese household electrical appliance enterprises, from five aspect: market entrance strategy, global marketing participating, standardization and adaptability of marketing strategy, Configuration-Coordination of value chain and integrations of global competitive activity.
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