摘 要
随着经济一体化的发展和国际市场对特种轮胎需求的增加，特种轮胎生产企业进入国
际市场的战略选择问题受到越来越多的关注。自 2001 年中国加入世界贸易组织后，越来
越多的企业进入了国际市场，开始了国际化经营。十六大召开后，国家提倡实行“走出去”
战略，鼓励我国企业向外拓展业务，寻求海外投资与合作，使得我国特种轮胎的生产企业
有了一个向国际市场拓展的新契机。WD 公司经过几年的摸索与实践，在特种轮胎的国际
市场开发上已经取得一定的进展，销售额逐年增加，市场区域不断扩大。但是由于 WD 公
司特种轮胎的起步并不早，并且发展初期相对保守，因此经过了几年的发展才具备一定的
规模。而进行国际市场的开发又面临着诸多的困难和挑战，因此 WD 公司必须充分了解自
己的优势和劣势，有针对性地合理制定出适合本公司实际情况的国际市场开发的战略。
本文通过对 WD 公司特种轮胎在进行国际市场开发过程中所面临的内外部环境，以战
略管理理论、市场开发战略理论和多元化经营战略理论作指导，深入分析其在目标市场中
的优势与劣势，以及面临的机会与威胁，对 WD 公司如何实施特种轮胎国际市场开发战略
进行深入地思考和探讨，最终拟定出适合其自身特点的国际市场开发战略和战略实施建
议，并提出应该注意的问题以及相应的保障措施。
关键词：特种轮胎 战略 国际市场开发 市场定位
ABSTRACT
With the development of economic integration and the increased demand for specialty tires
in the international market, the choice of entering the international market strategy for the
manufacturing enterprises of specialty tires received more and more attention. With China’s
accession to the WTO in 2001, more and more enterprises entered the international market and
began to international business. After the 16th National Congress is held, the country
recommended the implementing of the “Go-Out” policy, and encouraged Chinese enterprises to
expand the business abroad to seek the investment and cooperation overseas, which brought a
new opportunity of expanding the international market for Chinese manufacturing enterprises of
specialty tires. Through the exploration and practice for several years, WD Company has made a
certain progress in the development of specialty tires’ international market, the sales increases
year by year and the region of market expands continually. However, the development of WD
Company’s specialty tire doesn’t have a early start, which is conservative at the beginning, so it
has a certain scale after several years’ development. But WD Company has to face many
difficulties and challenges when developing the international market, so it must understand its
own strength and weakness enough, target the reasonable international market development
strategy that suits its own company in accordance with its actual condition.
Through the deep analysis of internal and external environment faced by WD Company
during the period of the international market development, with the guidance of strategic
management theory, market development strategy theory and diversification strategy theory, this
thesis analyses the strength and weakness, and the opportunities and threats of WD Company in
the target markets. Through deep consideration and discussion of how to carry out the
international market development strategy of WD Company specialty tires, the thesis makes the
strategic combination and the suggestion of strategy implementation, then puts forward the
problems that should be paid attention to and the corresponding safeguard measures, which
adapts to WD Company’s own characteristics of developing the international market.
KEY WORDS：specialty tire strategy international market development market position