在全球经济一体化潮流不可逆转的今天，我国企业也要积极调整自身的发展战略，积极融入到全球化浪潮之中。与此同时，还需要重视拓展海外市场，在全球市场中占据一席之地，实现企业的可持续发展。本文选择以海尔集团的对外投资作为研究对象，在此基础上总结出我国大多数企业对外投资的共性，为以后海尔集团的进一步发展提供理论参考依据，同时也为其他企业进行对外投资奠定基础，让其他企业少走弯路；另一方面，也能一定程度为我国有关部门开展立法工作提供帮助。本文主要可以分为以下几个部分：第一部分，简要介绍海尔集团的整体情况；第二部分，详细阐述海尔集团的投资实况，阐述的重点环节集中在营销、新模式两大方面；第三部分，详细归纳总结能够在海尔投资对外投资过程中发挥作用的因素；第三部分，集中分析海尔集团在对外投资过程中面临的三大瓶颈因素；第四部分，综合阐述海尔对外投资在历史发展过程中总结出来的经验，该部分主要以区位等六个部分作为切入点进行阐述，希望为我国有关企业进行对外投资有所帮助。关键词海尔集团，家电行业，对外投资AbstractTheglobaleconomicintegrationrequirementsofChina'senterprisestoadapttothetrendofeconomicglobalization,intothenewpatternoftheworld,activelycarryoutforeigninvestmentinoverseasmarketstoparticipateininternationalcompetition,enhancecompetitiveness,andpromotethehealthydevelopmentoftheeconomy.Inthispaper,thestudyofHaierGroup'sforeigninvestmentistheproductofitsowndevelopmentunderthebackgroundofglobalization;similarly,researchonHaiercanguideotherenterprisesinChinatoactivelycarryoutforeigninvestment,butalsoprovidesreferenceforChina'srelevantdepartmentsformulatecorrespondinglawsandregulations.InthestudyofHaierGroup'sforeigninvestment,thefirstbriefintroductiontotheHaierGroup;andthendescribedthecurrentsituationofforeigninvestment,mainlymarketingstatus,newmodelsofthesetwoparts;secondlyanalyzestheinternalfactorsandexternalreasonsofHaierGroup'sforeigninvestment;onceagainthattheHaiergroupofforeigninvestmentinthelow-carbonsupplychainintegration,brandblindexpansionandandthedegreeofglobalizationisnothighthreeissues;thelasthighlightoftheHaierGroup'sforeigninvestmentexperienceandinspiration,location,industryselection,investment,financing,Branddevelopmentandglobalizationstrategysixaspectswereelaborated,inordertoencourageChina'sforeigninvestmententerprisestobettergrowth.KeywordsHaiergroup,householdapplianceindustry,foreigninvestmen目录1研究背景及意义.........................................................1.....................................................................1.....................................................................12文献回顾及理论基础.....................................................1.....................................................................1.....................................................................23海尔集团对外投资的现状及成果...........................................3.....................................................................3.....................................................................34海尔集团对外投资的主要问题.............................................8.....................................................................8.....................................................................84.3“中国造”全球战略程度不高........................................85海尔集团对外投资的经验与启示...........................................9.....................................................................9..........................................
