山东大学硕士学位论文
摘 要
在经济全球化的今天,特别是我国加入WTO以来,越来越多的中国家电企业
走出国门,走上了国际化发展的道路,并取得了令人瞩目的成绩,中国制造已经
遍及全球。世界级家电企业如博世一西门子、惠而浦等品牌溢价能力较强,核心
竞争优势明显,与它们相比,中国家电企业仍具有明显的不足,缺乏具有世界影
响力的知名品牌。长期以来中国家电企业往往通过低成本规模优势来开拓海外市
场,在自主创新能力建设和品牌形象塑造等方面显得不足,少有问鼎中高端家电
市场的,中国家电品牌国际竞争力有待进一步提高
自20世纪90年代幵始,HS集团就开始了国际化的过程,目前己经在南非、
澳大利亚等市场成为排名第一的中国家电品牌,较为成功地塑造了 HS良好的品牌
形象,提升了 HS的品牌知名度。自从实施品牌国际化战略以来,HS集团凭借技术
创新和质量保证来保证实现品牌国际化,在全球范围内积极开拓新市场,并逐渐
在欧美等发达国家主流市场占有一席之地,成为从中国制造转型中国品牌的典型
代表
本文在品牌国际化理论研究的理论基础上,具体分析了 HS品牌国际化的现状、
成绩和不足,并以德国家电市场为例,在PEST模型下分析了德国家电市场的宏观
环境以及市场竞争情况;在此基础上,本文运用SWOT工具分析了 HS品牌在德国
经营的优势、劣势、机遇和威胁,提出了 HS品牌国际化模式——B品牌战略以及
在德国家电市场的营销战略
本文基于HS品牌国际化的B品牌战略和在德国家电市场的营销战略,提出了
实现品牌国际化战略的对策以及相应的保障措施,最后指出了本文研究的不足以
及有待进一步讨论的问题
关键词:品牌国际化;德国;家Ki市场
山东大学硕士学位论文
Abstract
In an economic globalizing world,especially since China's accession to the WTO,
more and more of China's household electrical appliance enterprises has gone abroad,
embarked on the road of international development and made remarkable achievements.
Now the “made in China,’ product can be seen all over the world. World-class
household electrical appliance enterprises such as Bosch - Siemens,Whirlpool all have
strong brand premium and core competitive advantage. Compared with them, the
household electrical appliance enterprises in China still have obvious shortcomings,
lacking well-known brands with world influence. A long time, China's household
electrical appliance enterprises usually explore overseas markets through low-cost
advantages of scale, have inadequate capability of independent innovation and brand
image building. Few enterprises have the ability to profit from the high-end appliance
market, and the international competitiveness of Chinese home appliance brands have to
be further improved.
Since 1990s,HS Group has begun the process of internationalization and become
the first Chinese home appliance brand in markets such as South Africa,Australia. Now
HS has succeeded in shaping the HS good brand image and enhanced the brand of HS
visibility. Since the implementation of the brand strategy of internationalization, HS
group adopts technological innovation and quality assurance to ensure the realization of
international brand, and actively explores new markets on a global scale,and gradually
has a share in the mainstream market in Europe and the United States and other
developed countries.HS group has become a typical representative from made in
China to brand of China.
Based on brand internationalization theoretical studies, the paper analyzes the
status of the HS brand international including achievements and shortcomings
concretely and taking the German appliance market as an example,analyzes the
macroeconomic environment and market competition under the PEST model. On this
basis, the paper uses SWOT model to analyze HS brand's operating advantages,
weaknesses, opportunities and threats in Germany,and puts forward HS brand's
internationalization mode - B brand strategy and marketing strategy in the German
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