国贸-08331176-彭改改-海尔在跨国经营中知名品牌构建的思考.docVIP

PAGE 河南工程学院毕业设计（论文） 海尔在跨国经营战略中知名品牌构建的思考 学生姓名 彭改改 系（部） 经济贸易系 专 业 国际经济与贸易 指导教师 李慧 2011年 5月 31日 河南工程学院毕业设计（论文） 摘 要 处于全球化背景下的中国企业，国际化是其实现快速发展和市场拓展的必经之路，而海尔是这些众多企业中步伐最快的企业之一。2006年，海尔继名牌战略、多元化战略、国际化战略之后进入第四个发展战略阶段——全球化品牌战略阶段，旨在跨国经营中构建知名品牌，并提出了在新的阶段取胜全球市场的发展模式是“人单合一”。 本文首先简略阐述了名牌战略、多元化战略、国际化战略和全球化品牌战略四个战略阶段的内容，并解释了“人单合一”模式的涵义。文章进一步从国际竞争对手、文化差异、本土化品牌建设以及品牌延伸四个方面分析了海尔在构建知名品牌过程中遇到的问题。文章最后从政府支持、品牌战略、质量管理、海外品牌并购模式以及企业外部人文环境的角度论述了海尔在跨国经营过程中如何构建知名品牌。 关键词：海尔，跨国经营，全球化，知名品牌，战略 ABSTRACT Under the environment of globalization, the Chinese companies have to pass the only way of internationalization to make a great progress and expand the market, and Haier is one of the fastest developing companies among them. After implementing the brand-name strategy, diversification strategy, and internationalization strategy, Haier started to carry out the fourth development strategy in 2006: globalization brand strategy. Its goal was to construct a famous brand in the process of multinational operation, and gave the development model, the integrating order with personnel model, to win the global market in the new development stage. Firstly, this paper briefly states the contents of the brand-name strategy, diversification strategy, internationalization strategy, and globalization brand strategy, and explains the meaning of the integrating order with personnel model. Secondly, the paper analyzes the problems encountered in the process of constructing the famous brand from the aspects of global competitors, culture difference, localization brand construction and brand extension. Finally, the paper discusses the methods in constructing the famous brand from the angles of government support, brand strategy, quality management, oversea brand merger models and enterprise external humanities environment. Keywords: Haier, Multinational operation, Globalization, Famous brand, Strategy 目 录 TOC \o 1-3 \u 前 言 1 第一章 海尔跨国经营品牌建设的现状 2 1.1