济南L公司拓展美国市场研究

【作者】 王强；

【导师】 吴振磊；

【作者基本信息】 西北大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 在经济全球化加速发展,中国经济、科技实力迅速提升的大背景下,机电产品已成为中国对外出口的主要商品之一。而伴随着“新常态”经济状态的到来,国内市场增速放缓,市场压力变大,企业“走出去”步伐的加快,越来越多的中国机电企业走上了国际化发展的道路,获取更为高额的国际化发展红利。济南L公司成立于1989年,已发展成为中国国内软包装检测仪器制造行业的市场垄断型企业,占有80%以上的市场份额,并已开展十余年的外贸出口业务。但一直以来,济南L公司外贸销售额仅占销售总额中较小的一部分,无法与中国国内的销售业绩相比,也无法与全球市场规模相匹配。公司产品无法进入欧美高端仪器检测市场,在全球检测仪器行业的价值链中处于较低层次。为了扭转这一现状,济南L公司开始了从一国为中心的传统对外贸易销售方式,转变为全球视角下的国际化运营方式的尝试。通过周密规划、谨慎评估和布局,以及合理的资源配置和内部跨部门协作,济南L公司在美国建立了本地化运营的美国L国际公司,经过三年多的运营,取得了较好的销售业绩和品牌知名度。在此基础上,本论文为美国L国际公司下一步更大的发展提出了新的设计。本论文整体上采用了理论、历史梳理和实践相结合的方法。首先结合企业拓展国际市场的相关理论和文献,对济南L公司国际业务现状和问题进行梳理,将济南L公司国际化发展的动因、环境、实际运行情况进行了阐述和分析,在对企业进行经营环境分析、波特五力模型分析和SWOT分析的基础上,提出了以美国市场为主体的国际化拓展方式,以及下一步的策略设计。通过对实施策略设计和国际化运营保障措施构建的论述,为中国机电行业的国际化发展提供了可借鉴的范例。更多还原

【Abstract】 With the rapid development of economic globalization and the improvement of Chinese economic and technological power,mechanical and electrical products have become one of the main export products of China.In the period of new normal,the growth of domestic market slows down while the market pressure increases,which leads to the fact that the globalization pace of Chinese firms is accelerating.More and more Chinese mechanical and electrical enterprises are in the process of their international development so as to obtain more profits from globalization.L Instruments Co.,Ltd.was established in the year of 1989,and the company has now become the leading enterprise of Chinese domestic flexible packaging tester manufacturer with more than 80% market share.The company started its foreign trade business more than a decade ago but the annual international turnover cannot match the domestic volume and the broad international market scale.Moreover,the company cannot find its position in European and North American instrument markets which are regarded as the high-end global instrument markets.The company is still in a quite low stage of international instrument industrial value chain.In order to change the above mentioned situation,L Instruments Co.,Ltd.sets out to change the traditional foreign trade practice into the international operation on the bases of international perspectives.After careful planning,deliberate assessment and deployment as well as reasonable resource distribution and support,L instruments Co.,Ltd.established localized L International Co.,Ltd.in the USA.After three years of operation,the sales revenue is increasing and brand popularity is increasingly recognized.The thesis,based on this,designs the future strategies of the company for even greater success.The thesis combines theories and evolution of existing practices in one.Then based on the theories and documents on international business development,the thesis evaluates the state quo of the international business of L Instruments Co.,Ltd.so as to give in depth description and analysis of the reason,environment and future practice of the international mode of the company.By analyzing with tools,including Environmental Analysis,Michael Porter’s Five Forces Model and SWOT Analysis,the international development mode via North America market is put forward.The thesis further designs and discusses the operational strategies and international operation security measures of the company in the future,so as to provide Chinese mechanical and electrical enterprises with an instructive and practical internationalization example.更多还原