摘要近年来，在经济全球化以及市场竞争愈演愈烈的大环境下，我国家电市场新一轮结构调整已然开启。海信集团自成立之初，就已然认识到国际化市场开发的重要意义，并投身于企业国际化经营战略制定以及国际市场开拓之中，取得了非常优异的成绩，然而近年来，海信集团在国际市场开发中的取得巨大成就的同时，其问题亦现实存在。本文即以海信集团为研究主体，通过对海信集团概况、海信集团国际化发展动因、海信集团国际化发展历程等多方面概述，展开了对海信集团国际市场开发现状的调查和分析，结果显示海信集团国际市场开发的外在困境有目标市场需求困境、国际市场竞争对手困境、国内市场竞争对手困境等，海信集团国际市场开发的内在困境有创新资源投入能力不足、创新管理能力不够、营销能力方面不足等，并从树立全球化市场观念，保证国际化战略实施；着眼海外发展组织体系完善，明确各部门职能；加强国际化人才队伍建设，完善激励考核机制；立足不同市场发展现状，抓好重点市场开拓；加大保税出口推进力度，提升产品价格竞争力等方面提出了海信集团国际市场开发的出路。51046

毕业论文关键词：海信集团；国际市场开发；困境；出路

Difficulties and Solutions in the Development of the International Market of Hisense Group

Abstract

In recent years, in the economic globalization and the market competition is becoming more and more big environment, the new round structure adjustment of our country home appliance market is already open. Hisense Group since its inception, is already recognized the significance of developing international market, and to participate in enterprise internationalization business strategy formulation and explore the international market among the, achieved very good results. However, in recent years, Hisense Group in the international market development achieved great achievements at the same time, the problems also exist in reality. This paper takes Hisense group as the research subject, through the overview of the Hisense group, Hisense group, Hisense group international development international development and other aspects, carried out investigation and analysis of the international market development situation of Hisense group, results show that the external predicament of international market development of Hisense group is the target market demand dilemma, the international market competition the opponent, the domestic market competition dilemma dilemma, Hisense group has inherent difficulties in developing international market innovation investment ability, innovation management ability and marketing ability aspect insufficiency, and establish the globalization from the concept of the market, ensure the internationalization strategy implementation; improve the focus of overseas development organization system, clear the functions of various departments; strengthen the construction of internationalization personnel, improve the incentive mechanism based on the development status of different markets; , do a good job of key market development; increase the strength of bonded export promotion, enhance product price competitiveness and other aspects of the Hisense group international market development.

Key Words: Hisense；International market development；Dilemma；Way out

 目  录

摘要--1

Abstract--Ⅱ

目录-Ⅲ

一、绪论1

（一）研究背景1

（二）研究的目的及意义1

二、海信集团国际化发展概述2

（一）海信集团概况-2

（二）海信集团国际发展动因2

（三）海信集团国际发展历程3

三、海信集团国际市场开发现状4

（一）海信集团国际化发展模式4