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论文编号：	9657
作者编号：	2120152540
上传时间：	2017/12/8 12:14:12
中文题目：	HM公司医疗冷柜业务印度市场国际化经营战略研究
英文题目：	Research on the Strategy of International Business of HM Company Medical Freezer in Indian Market
指导老师：	柳茂平
中文关键字：	竞争战略;国际化战略;本土化;印度制造
英文关键字：	Competitive Strategy; Internationalization Strategy; Localization; India Manufacture
中文摘要：	摘 要 “一带一路”战略的实施，为我国企业“走出去”创造出了难得的历史机遇，中国企业积极走出国门，对外投资增长很快，跨国公司迅速发展。但是由于国家不同、民族不同或经济水平与消费需求的不同，都将导致文化背景不相同的市场产生极大的差异，这些差异的客观存在，要求跨国公司在向全球扩张的时候，必须重视引入与东道国相融合的经营理念，即在制定战略的时候，考虑到本土化竞争环境，适当实施具体的竞争战略的同时，采用本土化的经营理念，即符合东道国的宏观、微观经济环境的经营理念。 本文通过对HM公司聚焦印度市场所处的宏观环境和外部竞争环境的深入分析，对HM公司所在产业进行了战略分组和产业细分，同时明确了公司面临的机会、威胁以及公司发展的优势和劣势，并据此设定了清晰的公司战略目标，使命和清晰的发展战略；同时，应用波特的竞争战略理论，制定了差异化的竞争战略以及如何解决HM公司印度发展本土化的问题；最后，构建了同该战略相匹配的公司价值链，并阐述了印度市场本土化面临的问题和解决方案。本文旨在通过系统的战略研究过程为HM公司制定最优的竞争战略，并藉此建立竞争优势，应对日益复杂的挑战。 本研究以HM公司在印度市场跨国经营为探讨的主线，详细分析HM公司本土化战略执行情况，在丰富现有理论的同时，更重要的是为我国跨国企业提供一条可借鉴的本土化战略之路，通过对HM公司在印度市场本土化战略的研究，能够挖掘HM公司如何嵌入东道国本地市场网络，并探索其背后的驱动机制，这对于HM的母公司制定新的市场开拓战略、调整其集团战略部署具有重要的实践意义。 关键词：竞争战略 国际化战略 本土化 印度制造
英文摘要：	Abstract The implementation of “one Belt and one Road” strategy create China's enterprises a rare historical opportunity to be "going out". China enterprises go abroad actively and the foreign investment in abroad is growing fast. Due to this policy the development of multinational companies grow rapidly. However, different countries, different ethnic, economic level the consumption demand is different. Such difference will lead to different cultural backgrounds of the market with a great difference. The objective existence of these differences require multinational companies to attach importance to the host country local culture, business model, philosophy during their expand to the these market, namely, once making the strategy, they have to take into account the local competitive environment and the appropriate implementation of specific competitive strategy. They must fully understand local business philosophy and be consistent with the host country's macroeconomic and microeconomic environment. By in-depth analyzing the macro environment and external competitive environment of the Indian market where the HM company focused on, and analysis of the HM company's industry for a strategic grouping and industry segmentation, we understand the opportunities, threats advantages, and the disadvantages of the company's development, based on which we made company strategic target, mission and clear development strategy. At the same time, based on the application of Porter's competitive strategy theory, we developed a differentiated competitive strategy and specify how to solve the problem of localization of HM Indian company. Finally, the company value chain which matches the strategy is constructed, and the problems and solutions of the localization of the Indian market are expounded. The purpose of this thesis is to develop an optimal competitive strategy for HM companies through the systematic strategic research process, and to establish a competitive advantage to cope with the increasingly complex competition. In this thesis, we focus on the main line of HM company's transnational operation in India market, and analyze the implementation of localization strategy of HM company. At the same time, it is more important to provide a kind of localized strategy for multinational enterprises in China. Through the HM company in the Indian market localization strategy research, we could explore how HM company embedded in the host country's local market network, and explore the driving mechanism behind it, which will help HM parent company to develop new market development strategy and adjust its group Strategic deployment. Key words: Competitive Strategy; Internationalization Strategy; Localization; India Manufacture
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