欧盟东扩与中国家电企业对外投资的战略选择

【作者】 林娟；

【导师】 黄海东；

【作者基本信息】 东北财经大学 ， 国际贸易学， 2005， 硕士

【摘要】 2004年5月1日，欧盟历史上最大的一次东扩完成，东欧10国，波兰、捷克、斯洛伐克、匈牙利、斯洛文尼亚、立陶宛、拉脱维亚、爱沙尼亚、塞浦路斯、马耳他正式加入欧盟。入盟后，这些国家的投资环境将大大改善，势必会吸引大量的国外投资。目前东欧10国的家电业发展整体滞后，而我国家电业经过20年的快速发展，已经比较成熟。相比而言，拥有比较优势。我国家电企业应该抓住这个有利时机，积极向东欧地区进行投资，拓展企业的发展空间。 目前我国家电企业在该地区的投资很少，还处于起步阶段。欧盟东扩后，该地区的投资环境将发生很大变化，再加上我国家电企业自身的一些缺陷，投资该地区机遇和挑战并存。 当前，在东欧地区进行投资的家电企业不乏国际家电巨头，其在市场竞争中占有很大的技术优势。我国家电企业投资东欧地区，应该扬长避短，充分发挥自身生产成本低，规模小、灵活的优势，即发挥自己的比较优势。同时在投资活动中注重对自身技术水平和品牌的培养，争取在竞争中立于不败之地。 文章认为，我国家电企业在对外投资中，应充分考虑自身的发展水平和目标国的市场特点，从而采取合理的投资方式。东欧地区家电业发展落后，我国家电企业具有比较优势，在欧盟10个新成员国中，波兰、捷克、斯洛伐克和匈牙利四国的经济发展水平比较高，投资环境相对比较好，是比较理想的投资场所。我国家电企业投资时，可以优先考虑。根据我国家电企业的发展水平，文章对我国家电企业投资东欧的模式提出了几种建议。从策略的高度，把我国家电企业对东欧投资的方式，按照初级到高级、由易而难、由简单到复杂的顺序列出，不同的模式适用于不同发展层面的企业。同时，在投资东欧中，我国家电企业也要考虑一些在跨国投资中应该注意的事项，如文化差异，公司治理结构问题等，从而采取相应的对策。我国政府也应该积极为企业的对外投资提供良好的支持和政策指导，为我国家电企业进行跨国投资保驾护航。更多还原

【Abstract】 On May 1st 2004, the largest enlargement of membership in the history of EU finished. Ten Eastern European countries, Poland, Czech, Slovak, Hungary, Slovenia, Lithuania, Latvia, Estonia, Cyprus, and Malta joined the EU officially on that day. After the entry, the economy environment and the investment convenience of these countries have been improving greatly, certainly that will bring a great deal of investment from outside. At present, the industry of household appliances in these countries remains at a low level, while in our country it develops very fast and has entered into the mature stage. So the industry of household appliances in our country has a great advantage compared to that in Eastern Europe countries. Therefore, the Chinese household appliances enterprises should grab this chance to invest in the Eastern European countries, and then expand much more living space for themselves.The household appliances investment from our country in Eastern Europe is still underway. After the entry to the EU, great changes have taken place in its investment environment, so our household appliances enterprises will face much new chances and challenges as well.At the present time, there are many international household appliances giants competing with us in the Eastern European market. These giants have great technical advantage compared with us. Therefore, our household appliances enterprises should make best use of their relative advantages such as low manufacture cost, high flexibility. At the same time, we also need to pay much attention to improve our technology and brand effect. On this point, our household appliances enterprises still have a long way to go.In this paper, the author thinks that in our foreign investment, our HAEs (household appliances enterprises) should make themselves fully acquainted of their development level and the characteristics of the target market. Our household更多还原