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MBA硕士毕业论文_华为手机品牌国际化战略研究DOC

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1 分类号,F272.3 学校代码,10697 密 级,公开 学 号,201631950 硕士专业学位论文 Dissertation for the Professional Degree of Master 华为手机品牌国际化战略研究 学科名称,工商管理 专业学位类别,工商管理硕士 作者,于鹏飞 指导老师 : 白嘉 副教授 西北大学学位评定委员会 二○一九年摘要 I 西北大学学位论文知识产权声明书 本人完全了解西北大学关于收集、保存、使用学位论文的规定。学校 有权保留并向国家有关部门或机构送交论文的复印件和电子版。本人允许 论文被查阅和借阅。本人授权西北大学可以将本学位论文的全部或部分内 容编入有关数据库进行检索,可以采用影印、缩印或扫描等复制手段保存 和汇编本学位论文。同时授权中国科学技术信息研究所等机构将本学位论 文收录到《中国学位论文全文数据库》或其它相关数据库。 保密论文待解密后适用本声明。 学位论文作者签名, 指导教师签名, 年 月 日 年 月 日 --------------------------------------------------------- 西北大学学位论文独创性声明 本人声明,所呈交的学位论文是本人在导师指导下进行的研究工作及 取得的研究成果。据我所知,除了文中特别加以标注和致谢的地方外,本 论文不包含其他人已经发表或撰写过的研究成果,也不包含为获得西北大 学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对 本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。 学位论文作者签名, 年 月 日摘要 I 摘要 基于品牌国际化战略的落实,是从品牌创建、品牌推广的角度,实现国产产品的国 际市场开发及推广。在市场经济国际化的背景下,品牌国际化是国内企业突出自身市场 优势,调整经营模式的关键。企业在发展的过程中,原有廉价材料、劳动力优势不再明 显,对总成本战略及产品的生命周期等方面都产生直接的影响,基于此,研究及分析国 产企业品牌差异化、国际化战略制定,对国产企业本身的经济效益、国际竞争力提升等 方面有积极作用。在对品牌国际化战略方面进行研究时,是以华为手机为依据,具体的 研究内容如下, 品牌国际化战略作为品牌战略的深层次发展是企业为了达到在与竞争者的竞争中 逐渐获得市场份额从而占领全球市场,进而推动自身全球化发展这一战略目标,其方式 主要体现在企业为迎合全球市场而树立具有针对性的企业品牌形象,在全球化进程中, 它已成为一个全球品牌。国际品牌战略的实施需要企业内部各部门的全面管理和共同发 展。本次研究以成熟的理论为基础,对现实经济活动进行深入剖析,进一步揭示企业国 际品牌战略对于企业国际化经营中的重要作用,对其中的一些经济现象做出合理、恰当 的解释,发现存在的问题及成因。 首先,简要介绍了本文的研究背景和意义,研究思路和研究方法,结构安排和创新。 其次,阐述国产手机现状,主要介绍国产手机出口的现状,包括国产手机出口现状,国 产手机出口存在的优势与劣势,国产手机品牌走向世界面临的主要问题。再次,在分析 国产手机实施国际品牌战略价值的基础上,针对华为手机的行业背景、企业基本情况及 发展历程,面对内外部问题,探索华为国际品牌战略的环境分析。在分析华为手机品牌 战略的角度下,利用 SWOT 分析,分析其国际品牌战略的优劣之处。最后,针对案例 做出相应的评估方案,提出改进的措施。结合企业的理论和实际发展,提高公司国际品 牌的战略能力。 关键词,华为手机;品牌国际化;差异化;本土化ABSTRACT II ABSTRACT The implementation of brand internationalization strategy is to realize the international market development and promotion of domestic products from the perspective of brand creation and brand promotion. Under the background of the internationalization development of market economy, brand internationalization is the key for domestic enterprises to highlight their own market advantages and adjust their business models. In the process of development, the advantages of the original cheap materials and labor force are no longer obvious. It has a direct impact on the total cost strategy and product life cycle. Based on this, this paper studies and analyzes the brand differentiation and international strategy formulation of domestic enterprises, which will benefit the domestic enterprises themselves. The promotion of international competitiveness and other aspects have a positive role. In The research on brand internationalization strategy is based on Huawei mobile phone. The specific research contents are as follows: As the deep development of the brand strategy, the international brand strategy is the strategic goal of the enterprise to occupy the global market and promotethe development of its own globalization in order to achieve the market share in the competition with competitors, which is mainly embodied in the enterprise to set up a targeted enterprise brand in order to cater for the global market. In the process of globalization, it will be made into a global brand. The implementation of the international brand strategy should achieve the overall management and development of the internal departments of the enterprise. Based on the mature theory, this study makes an in- depth analysis of the actual economic activities and reveals the international brand strategy of the enterprise step by step. This paper makes a reasonable and appropriate explanation to some of the economic phenomena and finds out the existing problems and causes. First of all,the research background and significance,research ideas and research methods, structural arrangements and innovations are briefly described. Secondly,the present situation of domestic mobile phone is introduced, including the status quo of domestic mobile phone export, the advantages and disadvantages of domestic mobile phone export, and the mainABSTRACT III problems that domestic mobile phone brands face to the world. Thirdly, on the basis of analyzing the international brand strategic value of domestic mobile phones, this paper explores the environment analysis of Huawei’ s international brand strategy in the light of the background of Huawei mobile phone industry, the basic situation of the enterprise and the development course, the internal and external problems faced by Huawei. From the perspective of Huawei’ s mobile phone brand strategy,SWOT analysis is used to analyze the advantages and disadvantages of its international brand strategy. Finally, the case evaluation scheme is made, and the improvement measures are put forward. Combine theory and enterprise development practice, improve enterprise international brand strategic ability. Key words,Huawei mobile phone; brandinternationalization; differentiation;localization目 录 IV 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 目 录........................................................................................................................................IV 第一章 绪论..............................................................................................................................1 1.1 选题背景与研究意义.......................................................................................................1 1.2 研究对象与研究方法.......................................................................................................2 1.3 研究思路与框架结构.......................................................................................................3 1.4 本文贡献...........................................................................................................................4 第二章 理论概述......................................................................................................................5 2.1 市场营销的概念...............................................................................................................5 2.2 品牌理论...........................................................................................................................6 2.3 本土化营销.......................................................................................................................7 2.4 差异化营销.......................................................................................................................7 2.5 品牌国际化研究现状.......................................................................................................8 2.5.1 品牌国际化的意义 ....................................................................................................8 2.5.2 品牌国际化合理性战略 ............................................................................................8 2.5.3 品牌国际化绩效 ........................................................................................................9 2.5.4 品牌国际化战略 ........................................................................................................9 第三章 华为手机业务战略环境............................................................................................11 3.1 手机行业现状................................................................................................................. 11 3.1.1 国际手机行业现状 .................................................................................................. 11 3.1.2 国内手机行业现状 ..................................................................................................12 3.1.3 华为手机市场现状 ..................................................................................................12 3.2 手机业务战略外部环境.................................................................................................14 3.2.1 宏观环境 ..................................................................................................................14 3.2.2 行业环境 ..................................................................................................................14 3.3 手机业务战略内部环境.................................................................................................15目 录 V 3.3.1 企业能力 ..................................................................................................................15 3.3.2 库存成本 ..................................................................................................................16 3.4 手机业务 SWOT 分析 ...................................................................................................17 3.4.1 优势(Strength).....................................................................................................17 3.4.2 劣势(Weakness) ..................................................................................................18 3.4.3 机会(Opportunity)...............................................................................................19 3.4.4 威胁(Threat)........................................................................................................19 3.4.5 优势机会策略(S.0.)............................................................................................19 3.4.6 优势威胁策略(S.T.)............................................................................................20 3.4.7 劣势机会策略(W.O.)..........................................................................................20 3.4.8 劣势威胁策略(W.T.)...........................................................................................20 3.5 华为手机波特五力模型分析.........................................................................................20 3.5.1 供应商的议价能力 ..................................................................................................20 3.5.2 购买者的议价能力 ..................................................................................................21 3.5.3 新进入者的威胁 ......................................................................................................21 3.5.4 替代品的威胁 ..........................................................................................................21 3.5.5 同业竞争者的竞争程度 ..........................................................................................21 第四章 华为手机品牌国际化的问题及原因........................................................................23 4.1 品牌国际化现状.............................................................................................................23 4.1.1 品牌国际化主题 ......................................................................................................23 4.1.2 出口规模 ..................................................................................................................23 4.1.3 出口市场区分 ..........................................................................................................24 4.2 华为手机品牌国际化存在的问题.................................................................................24 4.2.1 市场份额不高 ..........................................................................................................24 4.2.2 技术更新缓慢 ..........................................................................................................25 4.2.3 低价竞争产生弊端 ..................................................................................................25 4.2.4 没有完全适应激烈的国际竞争环境 ......................................................................26 4.3 华为手机品牌国际化进程中不利因素的原因.............................................................27 4.3.1 国外品牌的先发优势及品牌效应较强 ..................................................................27 4.3.2 国内企业技术积淀不够 ..........................................................................................28目 录 VI 4.3.3 同行产品同质化严重 ..............................................................................................28 4.3.4 各大厂商竞争激烈 ..................................................................................................28 第五章 华为手机品牌国际化战略改进措施........................................................................30 5.1 战略目标和原则.............................................................................................................30 5.1.1 战略目标 ..................................................................................................................30 5.1.2 战略原则 ..................................................................................................................30 5.1.3 战略方案及内容 ......................................................................................................31 5.2 战略措施.........................................................................................................................32 5.2.1 合理布局海外市场 ..................................................................................................32 5.2.2 优化公司管理结构 ..................................................................................................33 5.2.3 提高研发与创新能力 ..............................................................................................35 5.2.4 加强品牌差异化塑造 ..............................................................................................36 5.2.5 完善服务体系 ..........................................................................................................36 第六章 华为手机品牌国际化战略改进配套措施和战略实施............................................38 6.1 配套措施.........................................................................................................................38 6.1.1 人才培养及纳新 ......................................................................................................38 6.1.2 提高品牌意识 ..........................................................................................................39 6.1.3 塑造企业文化,实施差异化原则 ..........................................................................39 6.1.4 注重客户体验 ..........................................................................................................40 6.2 战略实施.........................................................................................................................41 第七章 结论............................................................................................................................44 7.1 基本结论.........................................................................................................................44 7.2 后续研究.........................................................................................................................45