毕业设计（论文）题目从海尔的国际化经营看家电行业的海外扩张系别：专业：班级：学号：学生姓名：指导教师：摘要本文分析了在经济全球化的大趋势和中国加快实施“走出去”战略步伐的宏观经济形势下，中国家电行业如何借鉴海尔国际化经营的成功经验来进行海外扩张。首先，分析了中国家电行业海外扩张的全球经济环境、中国加入WTO后的经济形势、中国家电行业的国际地位及海外扩张的现状；其次，分析和研究海尔成功的国际化经营战略，例如其国际化的思维、品牌战略、市场战略、本土化战略、产品策略、营销策略、竞争策略、规模扩张战略以及管理机制和组织变革、技术革新、企业文化等；最后，总结中国家电企业如何在好的战略规划指导下，优化资源配置，实现其海外扩张的总体目标。关键词：国际化经营；海外扩张；本土化战略AbstractThispaperanalyseshowdoesChinesehouseholdelectricalapplianceindustrylearnfromHaier'ssuccessfulexperienceofinternationaloperationsforitsoverseasexpansionunderthemacroscopiceconomicatmospherethatthegeneraltrendcyofeconomicglobalizationandthatChinaspeeduptheimplementationof"goingout"strategypace.First,itanalysestheglobaleconomicenvironmentofoverseasexpansionofChinesehouseholdelectricalapplianceindustry,theeconomicsituationafterChina'saccessiontotheWTO,Chinesehouseholdelectricalapplianceindustry'sinternationalstatusandthestatusofoverseasexpansion.Second,itanalysesandresearchesHaier'ssuccessfulinternationalbusinessstrategy,suchasitsinternationalthinking,brandstrategy,marketstrategy,localizationstrategy,productstrategy,marketingstrategy,competitionstrategy,expansionstrategyandmanagementmechanisms,andorganizationalchange,technologyinnovation,corporateculture,etc.Finally,itdrawsaconclusiononhowdoesChinesehouseholdelectricalapplianceenterprisesoptimizetheallocationofresourcesandachieveitsoverallgoalofoverseasexpansionundertheguidanceofagoodstrategicplanning.Keywords:Internationaloperations;Overseasexpansion;Localizationstrategy目录第一章概论.............................................................11.1海尔国际化经营取得了巨大成功......................................11.2海尔给家电行业海外扩张指明了道路..................................1第二章中国家电行业海外扩张的形势.......................................32.1中国家电行业海外扩张的机遇........................................32.1.1经济全球化与中国企业的“走出去”战略........................32.1.2中国家电行业国际制造中心的地位仍将保持......................32.1.3中国家电行业的比较优势及出口增长的大好趋势..................32.2中国家电企业跨国经营的实施现状....................................42.3中国家电行业海外扩张的新形势......................................52.3.1传统销售时代的终结..........................................52.3.2WTO重铸游戏规则.............................................62.3.3消费者主权经济特征日趋明显..................................62.4中国家电行业海外扩张的制约因素....................................72.4.1反倾销（Anti-Dumping）......................................72.4.2技术性贸易壁垒（TBT）.......................................72.4.3绿色贸易壁垒（GBT）.........................................82.4.4知识产权保护................................................82.4.5品牌形象因素................................................92.4.6规模瓶颈....................................................92.4.7风险因素...................................................10第三章海尔的国际化历程及经营战略总结..................................113.1海尔的国际化历程....
