格力公司海外美洲市场战略研究
发布时间：2019-06-12 20:40
【摘要】：随着世界经济一体化的高速发展，如何制定出关于企业海外市场营销或发展谋划或方案，搞好企业的海外市场发展，是企业取得成功的保证。作为我国空调行业的领军者，格力电器凭着其专业化的技术和快速的发展，逐步引领着由“中国制造”走向“中国创造”。与此同时，在全球家电制造业的高速发展和企业不断扩张的市场环境下，格力将会面临着越来越激烈的国内外竞争。美洲市场经济较为发达，人民消费能力强，市场潜力大，，是诸多国内外空调厂商争夺的重要市场之一。因此，格力需要建立合理的海外市场战略并努力实施，强化其在美洲市场上的竞争力显得极其重要。为了说明格力应如何制定、实施发展战略，针对格力在海外美洲市场的发展进行以下几个方面的战略分析。 本文以所掌握的战略管理和市场营销等理论为基础，综合运用各种战略分析模型，并结合笔者在格力海外销售公司近4年的工作经验，对格力在海外美洲市场发展战略进行研究。论文首先运用PEST方法分析格力公司的外部环境，其次用波特的五力模型对行业与竞争者的现状进行分析；接下来用SWOT方法对格力公司内部资源和竞争力等进行分析总结,最后对格力海外美洲市场的发展战略提出自己合理的建议。此意见不仅仅在于格力坚守其专业化道路的同时能走向世界，创造百年企业的宏图实现，也是中国家电企业能秉承国家和人民的意愿，从“中国制造”逐步走向“中国创造”的发展道路做出一点贡献。
[Abstract]:With the rapid development of world economic integration, how to work out the overseas marketing or development plan or plan of the enterprise, and do a good job in the overseas market development of the enterprise is the guarantee for the success of the enterprise. As the leader of air conditioning industry in China, Gree Electric Appliance is gradually leading from "made in China" to "created in China" with its specialized technology and rapid development. At the same time, under the market environment of the rapid development of the global household appliance manufacturing industry and the continuous expansion of enterprises, Gree will face more and more fierce competition at home and abroad. American market economy is more developed, people's consumption ability is strong, market potential is great, it is one of the important markets competed for by many air conditioning manufacturers at home and abroad. Therefore, Gree needs to establish a reasonable overseas market strategy and strive to implement it, so it is extremely important to strengthen its competitiveness in the American market. In order to explain how Gree should formulate and implement the development strategy, this paper makes the following strategic analysis on the development of Gree in the overseas American market. Based on the theories of strategic management and marketing, this paper makes a comprehensive study on the development strategy of Gree in the overseas American market by using various strategic analysis models and combining the author's working experience in Gree overseas sales company for nearly 4 years. This paper first uses PEST method to analyze the external environment of Gree Company, then uses Porter's five-force model to analyze the present situation of the industry and competitors, then uses SWOT method to analyze and summarize the internal resources and competitiveness of Gree Company, and finally puts forward its own reasonable suggestions for the development strategy of Gree's overseas American market. This opinion is not only that Gree can adhere to its professional road and go to the world at the same time, and realize the grand plan of creating enterprises for a hundred years, but also that Chinese household appliance enterprises can make some contributions from "made in China" to the development road of "created by China" step by step in accordance with the wishes of the country and the people.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.6
本文编号：2498288
[Abstract]:With the rapid development of world economic integration, how to work out the overseas marketing or development plan or plan of the enterprise, and do a good job in the overseas market development of the enterprise is the guarantee for the success of the enterprise. As the leader of air conditioning industry in China, Gree Electric Appliance is gradually leading from "made in China" to "created in China" with its specialized technology and rapid development. At the same time, under the market environment of the rapid development of the global household appliance manufacturing industry and the continuous expansion of enterprises, Gree will face more and more fierce competition at home and abroad. American market economy is more developed, people's consumption ability is strong, market potential is great, it is one of the important markets competed for by many air conditioning manufacturers at home and abroad. Therefore, Gree needs to establish a reasonable overseas market strategy and strive to implement it, so it is extremely important to strengthen its competitiveness in the American market. In order to explain how Gree should formulate and implement the development strategy, this paper makes the following strategic analysis on the development of Gree in the overseas American market. Based on the theories of strategic management and marketing, this paper makes a comprehensive study on the development strategy of Gree in the overseas American market by using various strategic analysis models and combining the author's working experience in Gree overseas sales company for nearly 4 years. This paper first uses PEST method to analyze the external environment of Gree Company, then uses Porter's five-force model to analyze the present situation of the industry and competitors, then uses SWOT method to analyze and summarize the internal resources and competitiveness of Gree Company, and finally puts forward its own reasonable suggestions for the development strategy of Gree's overseas American market. This opinion is not only that Gree can adhere to its professional road and go to the world at the same time, and realize the grand plan of creating enterprises for a hundred years, but also that Chinese household appliance enterprises can make some contributions from "made in China" to the development road of "created by China" step by step in accordance with the wishes of the country and the people.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.6
【参考文献】
相关期刊论文 前2条
1 李伟;;企业市场营销战略制定的步骤与对策[J];经济研究导刊;2008年08期
2 陈泽;;提高竞争力的战略选择[J];中国电力企业管理;2006年07期
本文编号：2498288
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