论文总字数：13978字

摘 要

改革开放至今，中国企业进行跨国经营活动已有超过20年的历史，虽然一些企业取得了跨国经营的成功，但是总的来说我国企业的跨国品牌运营仍缺乏国际竞争优势。而随着世界市场的全球化趋势不断加强，中国企业如何形成跨国竞争优势便成为一个具有重大理论及实践意义的议题。本文就我国企业跨国经营中存在的问题及对策的研究，以跨国品牌经营的相关理论包括品牌经营、STP理论以及整合营销传播理论为基础，结合华为进军欧洲进行国际营销和跨国经营的实例，分析不同阶段营销手段的差异，最后在其他国家跨国经营经验的基础上提出具体对策和建议。

关键词：品牌 跨国经营 营销管理 竞争优势

The Research on Chinese Enterprises’ Transnational Operations

Abstract

Since the policy of reform and opening up published, there have been over 20 years for the Chinese enterprises to conduct transnationally operating activities. Overall, Chinese enterprises are highly lack of competitive advantages even though part of them made great achievements comparatively. The reasons why this situation occurs are caused from the external environment as well as their internal issues. With the trend of globalization becoming more and more intensive, there comes out a problem of important academic and practical meaning for Chinese enterprises to construct competitive advantages in transnational operations.

This report attempts to discuss about the existing problems and find solutions to solve these problems. This report is mainly based on brand related concept like brand management and brand building as well as the theory of Integrated Marketing Communication. In addition, the case of Huawei entering European countries with international marketing and transnational operating is mentioned to support the concept. Tools such as PESTEL analysis are used to conclude the present situation and problems. And the final conclusion and suggestions will come out concretely which based on the other countries’ successful experiences.

Keywords: Transnational operation, marketing and management, competitive advantages

目录

摘要 ……………………………………………………………………………………………I

ABSTRACT …………………………………………………………………………………II

目录……………………………………………………………………………………………Ⅲ

第一章 导论 ………………………………………………………………………………1

1.1研究背景及意义………………………………………………………………………1

1.1.1 国内背景…………………………………………………………………………1

1.1.2 世界市场背景……………………………………………………………………1

1.2 论文的内容与结构……………………………………………………………………1

第二章 跨国品牌运营相关理论综述……………………………………………………3

2.1 品牌管理的相关理论…………………………………………………………………3

2.1.1 品牌塑造…………………………………………………………………………3

2.1.2 STP理论…………………………………………………………………………3

2.2整合营销传播理论……………………………………………………………………3

第三章 中国品牌跨国经营发展的现状及问题………………………………………5

3.1中国跨国品牌运营现状及特点………………………………………………………5

3.1.1 中国跨国品牌运营的现状……………………………………………………5

3.1.1 中国跨国品牌运营的特点……………………………………………………5

3.2我国企业跨国品牌运营的困难及原因……………………………………………6

3.1.1外部环境因素分析 （Pestel分析）…………………………………………6

3.1.2企业内部原因分析………………………………………………………………7

第四章 案例——华为进入欧洲市场……………………………………………………9

4.1华为进入欧洲市场的各阶段营销侧重点分析……………………………………………9

4.1.1 初期……………………………………………………………………………………9

4.1.2 中期……………………………………………………………………………………9

4.1.3 成熟期………………………………………………………………………………10

4.2华为经验的启示…………………………………………………………………………10

第五章 对我国企业跨国品牌运营的几点建议………………………………………11

参考文献………………………………………………………………………………………13

致谢 ……………………………………………………………………………………………14

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