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AbstractThis paper analyses how does Chinese household electrical appliance industry learn from Haier's successful experience of international operations for its overseas expansion under the macroscopic economic atmosphere that the general trendcy of economic globalization and that China speed up the implementation of "going out" strategy pace.First,it analyses the global economic environment of overseas expansion of Chinese household electrical appliance industry,the economic situation after China's accession to the WTO, Chinese household electrical appliance industry's international status and the status of overseas expansion. Second,it analyses and researches Haier's successful international business strategy,such as its international thinking, brand strategy, market strategy, localization strategy, product strategy, marketing strategy, competition strategy, expansion strategy and management mechanisms, and organizational change, technology innovation, corporate culture, etc. Finally,it draws a conclusion on how does Chinese household electrical appliance enterprises optimize the allocation of resources and achieve its overall goal...
