【作者】 张伟；

【导师】 宫桓刚；

【作者基本信息】 东北财经大学 ， 国际贸易学， 2005， 硕士

【摘要】 在经济全球化的背景下，越来越多的中国企业开始探索国际化经营的道路，怎样才能实现从国内市场到国际市场的成功跨越，本文以海尔和TCL作为中国企业国际化的代表，用UPPSALA理论，产品生命周期理论及网络理论作为论证基础，通过对海尔，TCL国际化战略的比较研究和评价，对中国企业的国际化进行了理论探讨和实证研究，探索中国企业国际化经营之路。 本文首先对两企业的国际化经营模式进行比较，一种是以海尔为代表的“先难后易”模式，另一种是以TCL为代表的“先易后难”模式，然后比较研究了在国际化经营过程中，两者不同发展模式下不同的品牌战略：海尔坚持打自己的品牌，而TCL采取贴牌与多品牌相结合的战略。在价格战略上，海尔采取撇脂战略，获取最大利润，而TCL更倾向于价格渗透战略，由此更容易遭受倾销指控。本文论述了其在反倾销规避过程中所采取的曲线出口战略，值得其他企业借鉴。 本土化，与国际大企业联盟及多元化战略是两者策略上的相似之处，但又各有特色。海尔定位于三位一体的本土化，即本地设计，本地生产，本地销售；而TCL更强调局部市场本土化；两集团积极和国际大企业组成联盟，以TCL的跨国并购更为典型。在产品多元化战略方面，TCL倾向于相关行业的多元化，而海尔的多元化已超出相关领域，扩展到医药，保险等领域。通过对其异同点的比较论述阐述海尔和TCL在国际化经营过程中的成功经验以及目前存在的问题和不足之处。 最后，本文指出，虽然海尔和TCL在国际化进程中仍存在许多不足之处，但他们先进的国际化理念及卓越的管理经验值得中国企业学习和借鉴，企业应根据自身特点，走适合自己的国际化道路。国际化战略的关键在于其能否提高企业的国际竞争力，引导企业走向成功。更多还原

【Abstract】 More and more Chinese companies, having won their spurs in their domestic market, are starting to explore new horizons through globalization. How should they make the leap from being successful Chinese enterprises to becoming excellent global ones? The aim of this paper is to analyze the internationalization of Chinese companies; in particular, the very successful cases-- Haier Group and TCL group. It focuses on comparison of their internationalization strategies by introducing UPPSALA Theory, Product Life Cycle Theory, and Network Approach as theory basis.First, this paper analyzes their differences from the aspects of entry models: Haier adopts "from difficult to easy" strategy, that is, entering into developed countries first, and then developing countries. TCL chooses the opposite way. Then the different brand strategies under different models are compared in this paper. Haier sticks to building is own brand while TCL takes the strategy of OEM and multi-brand building together. As for pricing strategy, Haier prefers market-skimming strategy to make it consistent with the product’s ’quality image’. TCL tends to use penetration pricing strategy which makes it easily being accused of antidumping. In order to minimize antidumping effect, it adopts bypass export strategy to move production overseas.Second, this paper points out that localization, international alliances strategy and diversification strategy are the strategies two groups adopt in common, but each has its own distinct characteristics. Haier uses "three to one" localization strategy, including local design, local manufacture and local sale. TCL just focuses its localization in certain countries, such as Vietnam. As for international alliances, Haier concentrates on building cooperative relationship with other international corporations while TCL actively engages in many cross-national acquisitions in更多还原