华为公司国际化战略研究.docx

黑 龙 江 大 学 本 科 生 毕 业 论 文 论文题目： 华为公司国际化战略研究 学 院： 经济与工商管理学院 年 级： 2010级 专 业： 工商管理 姓 名： 衣桂新 学 号：指导教师： 吴正刚 2014年4月11日 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I 摘要 为了了解华为技术有限公司如何走出国门，迈向国际，并在全球取得瞩目性的成就。首先对华为公司进行了基本情况的介绍，了解到华为的成长路程及品牌相关问题，发现华为公司走向国际，与企业的品牌承诺、价值主张和品牌发展目标不可分割；其次对华为有限公司国际化战略进行了环境分析及SWOT分析，了解到华为公司能够顺应环境变化，利用自身优势和市场机遇，躲避和改善劣势，积极应对国际市场进行扩张，验证了华为实施国际化战略的必要性；然后对华为公司国际化发展战略进行了研究，了解到华为在企业国际化初期采取低价格战略，并以先易后难的进入策略，先从发展中国家再到发达国家，逐步进入并扩张自己的市场，当稍微步入正轨后，又采取创新研发战略，使在欧洲市场也站稳了脚跟，在品牌国际化中取得了成功；最后通过对华为的国际化战略研究分析，做出对中国通讯设备制造业的一些启示，希望有越来越多的通讯公司，能够打造更多国际品牌，走向全球。 关键词 合资经营；国际化战略；通信 PAGE \* MERGEFORMAT II PAGE \* MERGEFORMAT II Abstract In order to understand Huawei company how to go abroad, towards the international and made remarkable achievements all over the word, introduced the basic situation of the company, learned that Huawei’s growth and brand related issues, founded that Huawei company towards the international, with enterprise’s brand promise, vale proposition and organization structure is inseparable at first; and second carried on the SWOT analysis of Huawei’s internationalization strategy, and known that Huawei company can adapted to environmental change, used own advantages and market opportunity, avoided and improved weaknesses, coped with the international market to expand, proved the necessity of the implement international strategy; then had been studied for the internationalization development strategy of the company, known that Huawei at the beginning of the internationalization of enterprises to take low price strategy, with easy after the difficult entry strategy, from the first developing country to developed countries, entered and expanded own market step by step, after a little on the right track, and take innovation development strategy, had a foothold in the European market, in the success of brand internationalization; finally, through Huawei’s internationalization strategy and analysis, make the communications equipment m