【作者】 王钢；

【导师】 刘希宋；

【作者基本信息】 哈尔滨工程大学 ， 工商管理， 2002， 硕士

【摘要】 90年代以来，外商开始了对我国大规模的系统化投资，陆续与一些基础好、信誉高的国有企业合资。然而，国有企业与外商的合资运营中存在许多问题，若不解决，合资企业很难兴旺发达。 本文通过国营金星啤酒厂合资成为中外合资哈尔滨亚洲啤酒有限公司的实际案例，详细介绍了有关案例背景、中外双方的各自情况、合资公司的组建以及决策人物的性格、特点。而后对于合资后哈尔滨亚洲啤酒有限公司组织运营、资源情况、战略目标的确定和在战略实施过程中市场营销策略的执行予以全面描述，同时对于中外双方合作中所产生的文化冲突也给以交代。力图在背景详实的基础上，使人们对于该合资企业所面临问题的由来、发展以及合资运营后的不断加剧进行思考，从而触类旁通，加以借鉴，避免类似问题的发生。 在案例分析部分，本文从合资必要性、合资企业的优势互补、竞争战略的切实可行性、市场营销的全面策划整合以及处理好合资企业文化差异的重要性、母公司与合资企业的关系等几个方面进行了评述，以探寻合资企业难以搞好的深层次原因。更多还原

【Abstract】 From 1990s, foreign investors began a large-scale systematic investment, and established some joint-ventures with the state-owned enterprises as partners which have good facilities and high reputations one after another. However, there are many problems arising from the operation of joint-ventures. The enterprises met a powerful challenge in socialist market economy, and only by solving these problems as well as possible, can the enterprises thrive and stay ahead of competition.Based on actual case that Jinxing Brewery-state-operated enterprise transformed into Harbin Asia Brewery Co. Ltd.... sino-foreign joint-venture, this thesis introduces related historical backgrounds, including the corresponding situations of both sides of the joint-venture and the characters and characteristics of the decision-makers. Consequently, organizational operation, resources condition, determination of competition strategy and implementation of marketing strategy are respectively described in details. Meanwhile, cultural conflicts in the cooperation of the two parties are also commented, attempting to reveal the origin of the problems and reflect the aggravation of operation, in order to draw lessons from the case and then avoid such things to happen again.This paper discusses advantage compensation, competition strategy, integrated marketing, and cultural cooperation to find out the causes of problems in the joint-venture operation.更多还原