【作者】 杨涛；

【导师】 李敏；

【作者基本信息】 华南理工大学 ， 高级管理人员工商管理（专业学位）， 2017， 硕士

【摘要】 在国内经济增速放缓、产能过剩严重、市场竞争白热化的“新常态”下,跟随国家“一带一路”战略,通过跨国经营合作寻求新的发展机会,将成为装备制造企业的重要选择之一。AB公司产品覆盖CNC控制器、伺服驱动器、伺服电机、隔离变压器等,曾占据一半以上的国内中低档数控系统市场。然而随着“新常态”的来临,中低档数控机床需求下降;同时国外知名品牌进入中档市场,国内(包括台湾)的新品牌低价倾销低档市场,AB公司的市场受到严重挤压,效益下滑严重,公司迫切需要争取转型升级的时间和机会。经过国际投资国别的分析和筛选,公司决定在埃塞俄比亚进行投资,本论文就是针对性展开该项目的商业计划研究。本文运用理论结合实际的方法,对照国际化动因的相关理论,参考各类市场进入模式和经验,比对相关的区位选择,特别是对非洲及埃塞俄比亚的特点,以及机床(数控)行业的现状,以期能够给出AB公司跨国合作项目的计划和相关实施意见。研究首先对项目进行了概述,接着详细分析了埃塞俄比亚的投资环境和行业态势,发现埃塞俄比亚政局稳定、经济高速增长、大力建设工业园招商引资,大量的基建和工业化发展为机电产品提供了广阔的市场。论文还分析了公司投资的动因和优势,其动因在于通过埃塞俄比亚合作项目的实施,AB公司将能够实现以下三个目标:避开国内的竞争对手,通过埃塞俄比亚的国企H公司进入非洲市场;通过产能转移将原有的固定资产变现成资金进行运作,支持高档数控系统及工业机器人的自主研发;为AB公司向价值链利润率更高的环节转移创造机会,打造对外的制造服务型企业,完成企业转型升级。AB公司的优势主要在于既有埃塞市场所需的最优性价比的数控系统产品,又有良好的服务和成熟的数控机床改造技术,劣势在于缺少高端产品和技术,总体来说AB公司与埃塞俄比亚市场互补性非常好。论文最后还对财务收益、风险管理进行了分析,发现该项目能够实现盈利,可以通过规避和转嫁控制可能存在的政策、市场和技术风险。通过本文的研究分析,在去产能调结构新形势下,中小型民营企业的转型升级在所难免。本项目配合国家关于一带一路的战略部署,中小型民营企业借用国外资源和国外市场,进行部分或全部产能转移,为自身发展争取时间、创造条件,从而实现企业的转型升级,财务分析也表明该项目可以盈利,是一种较为可行的方案。更多还原

【Abstract】 As the domestic economic slows down with severe overcapacity and market competition heats up under the "new normal",following the national strategy of "The Belt and the Road",seeking new development opportunitiesthrough the international cooperationwill become one of the important choice of equipment manufacturing enterprises.AB company products cover CNC controller,servo driver,servo motor,isolation transformers,etc.,which accounts for more than half of domestic market low-standard nc system.However,with the advent of the "new normal",the demand for low-standard NC machine tool drops;At the same time foreign well-known brands enter the mid-range market,with low market price dumping of the domestic new brands(including Taiwan),AB company market is severely extruded,with benefits dropped significantly.Therefore,it’s urgent for transformation and upgrading,and opportunities for AB company.After international investor in other analysis and screening,the company decided to invest in Ethiopia.This paper is targeted on the project’s business plan research.Putting the theory combining with the actual practical,reference and experience all kinds of market entry mode,comparing related location choice,especially the characteristics of Africa and Ethiopia,and the present situation of the machine tools(CNC)industry,this paper hopesthat it can give practical plan and opinions for AB company transnational cooperation and related project implementation.First,the research in this paper summarized the project,then it analyzes the investment environment and industry situation of Ethiopian,finding that Ethiopia’s political stability,rapid economic growth,vigorously construction of industrial park investment promotion and capital introduction,a large number of infrastructure and industrial development provide a broad marketfor mechanical and electronic products.Paper also analyzes the reason of company investment and advantage,the motivation is to through the implementation of cooperation projects,Ethiopia AB company will be able to fulfill the following three goals: to avoid domestic rivals,through state-owned enterprises H company in Ethiopia,into the African market;Through capacity of the original fixed assets become ready money to operate,support of high-grade CNC system and independent research and development of the industrial robot;The value chain for AB company profit margins higher link transfer opportunities,a foreign manufacturing service enterprises,to complete the transformation and upgrading of enterprises.AB company’s advantage lies in both the Ethiopia market required for the optimal cost-effective products,CNC system and good service and mature nc machine tools transformation technology,it has the disadvantage of the lack of high-end products and technologies,overall AB company with Ethiopia market complementarities is very good.Paper finally also analyzes the financial benefit,risk management,found that the project can realize profits and can be controlled by aversion and pass on possible policy,market and technology risk.Through research and analysis of this article,the production capacity to adjust structure under the new situation,the transformation and upgrading of small and medium-sized private enterprises is inevitable.Matching this project with the strategic deployment of all the way of our country,the small and medium-sized private enterprises to borrow foreign resources and markets abroad,to transfer some or all of the capacity,to strive for the time,create conditions for their own development,so as to realize the transformation and upgrading of the enterprise.financial analysis also shows that the project can be profitable,which is a more viable option.更多还原