TCL国际电工埃及市场经营战略及其核心竞争力研究
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摘要
国际市场营销及企业核心竞争力理论的发展，为中国企业的国际营销活动实践和核心竞争力的形成和提升奠定了理论基础。TCL国际电工集团，在全球经济一体化及国际营销的大背景下，从国际营销战略出发，对企业的核心竞争力从国内市场转化为国际市场，作了有益的尝试，也为营销及核心竞争力理论的研究，拓展了新的思路。
本文着眼于TCL国际电工的埃及市场战略，通过对国际营销战略的制定过程的分析研究其企业核心竞争力的形成。详细探讨了在制定埃及市场战略的过程中，TCL国际电工是如何进行战略分析，如何把企业核心竞争力的培育融入某一地区营销战略中，如何避免国内企业对核心竞争力问题的认识误区，如何把企业的国内优势转化为企业的国际市场核心竞争力。
本文包含五部分，对主题思想作了系统论述。
第一部分，理论概述部分，首先界定了国际市场营销的内涵，在详细阐述国际营销理论的形成及发展的基础上，对国际营销活动的环境因素通过实例作了分析，并说明了国际市场营销的实施过程。接着重点论述了企业核心竞争力的基本理论和内涵，提出核心竞争力的分析方法，并集中剖析了我国企业核心竞争力存在的问题，以及相应的对策。
第二部分，主要介绍了TCL集团及TCL国际电工的成长历程和发展目标，对TCL集团及TCL国际电工的公司框架，经营能力及目前市场情况和销售状况，作了详细地介绍，从而使读者对TCL国际电工集团有了全面地了解。
第三部分，系统阐述了作者对TCL国际电工埃及市场战略构想。通过对TCL国际电工埃及市场环境以及市场特点的分析，提出国际电工海外战略构想，进而阐述公司战略的实施保证。
第四部分，是本文最主要也是重点部分：TCL国际电工核心竞争力的形成。文章首先阐述企业价值创造活动，核心能力及价值链分析模型等各方面的理论，对企业核心能力的价值链作了论述，重点分析了TCL国际电工核心竞争力战略的矩阵区位，提出了国际电工核心竞争力形成的。
第五部分，从培养企业核心竞争力，重视培养和使用人才，加强核心产品的
武汉科技大学硕士毕业论文TCL国际电工埃及市场经营战略及其核心竞争力研究
开发率储备等几个方面出发，总结了TCL国际电工埃及市场战略成功实施的启示，
进而提出了TCL集团将国际市场营销与企业核心竞争力相结合的管理思想。
本文通过五部分的论述，详细阐明了作者对国际市场营销与企业核心竞争力
相结合的观点，希望对企业的营销活动具有实际指导意义。
The development of the theory for international marketing and business core competencies, has largely guided the Chinese business to proceed the marketing activity practice. Under the big background of the economic integral world and the international marketing, TCL International electrical co., ltd group, setting out from the international marketing strategy, realized the conversion of the core competencies from the local market to the international, and has made the first step try. It is also putting a new way of thinking. This text includes five parts, making system treatise to the topic thoughts.
This paper is fixed on the market strategy of the TCL international electrical co., 1td in Egypt, through the analysis of the establishment process of the international marketing strategy, researching the formation of business core competencies. Detailed study the process of establishment for market strategy in Egypt, analyzed how the TCL international electrician to proceed the strategy , how to melt the business enterprise core competencies into region marketing strategy, how to avoid the misunderstand of local business enterprise core competencies problem, and how to convert the local advantage to international market core competencies.
The thesis consists 5 sections. Section 1, in this part the article mainly generalized the theories. The text firstly defined the international marketing, detailed expatiated the theoretical formation for international marketing and developments. Finally, this text analyzed the practical process of the international marketing. The author discussed the theory about business enterprise core competencies and content, put forward the analysis method of the core competencies. In section 3, this text concentrated in the problem that our business core competencies exist, and their homologous counter plan.
Section2, this part mainly introduced the growth process and the primary target of the development for the group of TCL and international electrical co. , ltd in Egypt. And also described the company frame diagram, Introduced the operating ability and the sale condition at current circumstance in detail, and so make readers to learn about the international electrician' s group in TCL completely.
Sections, in this part, the author systematically expatiated the strategic speculation of the TCL international electrical co. , ltd in Egypt market. The author put forward the speculation of oversea strategy in international electrical co. , ltd through the analysis about the market environment and market characteristics, expatiated the company strategy that puts the guarantee into practice.
Section4, this part is the most important part: the formation of the TCL International electrician" s core competencies. This article firstly expatiated the theories about the creative activity of business value, analysis evaluation about Port's value chain, core ability and value chain analysis model etc. Then, made the analysis to the value chain of the business enterprise core ability, further analyzed the matrix area of the TCL international electrical co. , ltd, and put forward the formation of the international electrician' s core competencies .
SectionB, tallying up the success enlighten of the TCL international electrical co. , ltd in Egypt market strategy from the aspects of fostering business enterprise core competencies, values to educate and use the talented person, enhancing the rate of development of the core product stores etc. then put forward the international market in the group of TCL marketing and business enterprise core competencies management. Then put forward the theoretical combination of international marketing management and business core competencies.
Through five parts of treatises, this thesis clarified the author's standpoint about the combination of the international marketing and business core competencies in detail. We hope to have the actual meaning to the marketing activity of the business.
本文着眼于TCL国际电工的埃及市场战略，通过对国际营销战略的制定过程的分析研究其企业核心竞争力的形成。详细探讨了在制定埃及市场战略的过程中，TCL国际电工是如何进行战略分析，如何把企业核心竞争力的培育融入某一地区营销战略中，如何避免国内企业对核心竞争力问题的认识误区，如何把企业的国内优势转化为企业的国际市场核心竞争力。
本文包含五部分，对主题思想作了系统论述。
第一部分，理论概述部分，首先界定了国际市场营销的内涵，在详细阐述国际营销理论的形成及发展的基础上，对国际营销活动的环境因素通过实例作了分析，并说明了国际市场营销的实施过程。接着重点论述了企业核心竞争力的基本理论和内涵，提出核心竞争力的分析方法，并集中剖析了我国企业核心竞争力存在的问题，以及相应的对策。
第二部分，主要介绍了TCL集团及TCL国际电工的成长历程和发展目标，对TCL集团及TCL国际电工的公司框架，经营能力及目前市场情况和销售状况，作了详细地介绍，从而使读者对TCL国际电工集团有了全面地了解。
第三部分，系统阐述了作者对TCL国际电工埃及市场战略构想。通过对TCL国际电工埃及市场环境以及市场特点的分析，提出国际电工海外战略构想，进而阐述公司战略的实施保证。
第四部分，是本文最主要也是重点部分：TCL国际电工核心竞争力的形成。文章首先阐述企业价值创造活动，核心能力及价值链分析模型等各方面的理论，对企业核心能力的价值链作了论述，重点分析了TCL国际电工核心竞争力战略的矩阵区位，提出了国际电工核心竞争力形成的。
第五部分，从培养企业核心竞争力，重视培养和使用人才，加强核心产品的
武汉科技大学硕士毕业论文TCL国际电工埃及市场经营战略及其核心竞争力研究
开发率储备等几个方面出发，总结了TCL国际电工埃及市场战略成功实施的启示，
进而提出了TCL集团将国际市场营销与企业核心竞争力相结合的管理思想。
本文通过五部分的论述，详细阐明了作者对国际市场营销与企业核心竞争力
相结合的观点，希望对企业的营销活动具有实际指导意义。
The development of the theory for international marketing and business core competencies, has largely guided the Chinese business to proceed the marketing activity practice. Under the big background of the economic integral world and the international marketing, TCL International electrical co., ltd group, setting out from the international marketing strategy, realized the conversion of the core competencies from the local market to the international, and has made the first step try. It is also putting a new way of thinking. This text includes five parts, making system treatise to the topic thoughts.
This paper is fixed on the market strategy of the TCL international electrical co., 1td in Egypt, through the analysis of the establishment process of the international marketing strategy, researching the formation of business core competencies. Detailed study the process of establishment for market strategy in Egypt, analyzed how the TCL international electrician to proceed the strategy , how to melt the business enterprise core competencies into region marketing strategy, how to avoid the misunderstand of local business enterprise core competencies problem, and how to convert the local advantage to international market core competencies.
The thesis consists 5 sections. Section 1, in this part the article mainly generalized the theories. The text firstly defined the international marketing, detailed expatiated the theoretical formation for international marketing and developments. Finally, this text analyzed the practical process of the international marketing. The author discussed the theory about business enterprise core competencies and content, put forward the analysis method of the core competencies. In section 3, this text concentrated in the problem that our business core competencies exist, and their homologous counter plan.
Section2, this part mainly introduced the growth process and the primary target of the development for the group of TCL and international electrical co. , ltd in Egypt. And also described the company frame diagram, Introduced the operating ability and the sale condition at current circumstance in detail, and so make readers to learn about the international electrician' s group in TCL completely.
Sections, in this part, the author systematically expatiated the strategic speculation of the TCL international electrical co. , ltd in Egypt market. The author put forward the speculation of oversea strategy in international electrical co. , ltd through the analysis about the market environment and market characteristics, expatiated the company strategy that puts the guarantee into practice.
Section4, this part is the most important part: the formation of the TCL International electrician" s core competencies. This article firstly expatiated the theories about the creative activity of business value, analysis evaluation about Port's value chain, core ability and value chain analysis model etc. Then, made the analysis to the value chain of the business enterprise core ability, further analyzed the matrix area of the TCL international electrical co. , ltd, and put forward the formation of the international electrician' s core competencies .
SectionB, tallying up the success enlighten of the TCL international electrical co. , ltd in Egypt market strategy from the aspects of fostering business enterprise core competencies, values to educate and use the talented person, enhancing the rate of development of the core product stores etc. then put forward the international market in the group of TCL marketing and business enterprise core competencies management. Then put forward the theoretical combination of international marketing management and business core competencies.
Through five parts of treatises, this thesis clarified the author's standpoint about the combination of the international marketing and business core competencies in detail. We hope to have the actual meaning to the marketing activity of the business.
引文
[1]王亚星．国际市场[M]．华龄出版社．1994
[2]谭影慧．国际企业战略管理[M]．上海：华东理工大学出版社．1994
[3]屈云波．市场细分[M]．北京：企业管理出版社．1999
[4]甘碧群．国际市场营销学[M]． 北京：高等教育出版社．2001
[5]李颖生．市场开拓[M]． 北京：企业管理出版社．1999
[6]秦波．国际营销学[M]．西安：西安交通大学出版社．2000
[7]郭国庆．市场营销新论[M]．北京：中国经济出版社．1997
[8]乔作田．国际营销学[M]．大连：东北财经大学出版社．1997
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[16]刘小华．TCL国际电工如何走向成功之路[J]．企业天地．2000，8
[17]韩韵琴．TCL模式启示[J]．中南大学学报．1999，6
[18]安战然．波特竞争优势理论基本架构、最新发展与质疑[J]．兰州商学院学报，2001，8
[19]吴先明．当代跨国公司理论的发展趋势[J]．2000，1
[20]黄蓓．当今国际市场营销战术探析[J]．国际经济研究．2002，3
[21]张鹏．对提升核心竞争力的认识与建议[J]．中国石化．1999，10
[22]陈志田．国际市场营销渠道简介[J]．国际市场营销研究．1999，4
[23]严勇．国外核心竞争力理论综述与启示[J]．经济学动态．1999，10
[24]盛晓白．简评竞争优势理论国际贸易问题[J]．国际市场．2002，9
[25]罗志军．竞争优势理论和主导策略分析[J]．东南大学学报．2000，4
[26]宣国梁．竞争优势理论综述经济问题探索[J]．2001，6
[27]符正平．论波特竞争优势理论的新发展[J]．学术研究．1999，7
[28]胡正明．论中国企业的国际市场营销策略选择[J]．山东社会科学1994，1
[29]吴木．培育“核心竞争力”[J]．经贸导刊．2000，4
[30]莫立崎．培育企业核心竞争力 建设适应国际竞争的企业集团煤炭[J]．经济研究．2000，11
[31]宋扬州．企业核心竞争力的来源管理体制和技术优势——春兰集团案例分析管理探索[J]．2000，8
[32]于建远．企业核心竞争力构成要素概论[J]．财经科学．2000，11
[33]徐宏．企业核心竞争力及其形成[J]．经济管理．1999，4
[34]王秉安．企业核心竞争力理论探讨[J]．福建行政学院学报。2000，1
[35]"Global Marketing Channels and the Standardization Controversy", Journal of Global Marketing, Vol. 1, No., 1997, P. 64
[36]PHILIP. KOTLER, Principles of Marketing, Marketing Manager
[37]Isabel Doule, Robin Lowe. International Marketing Strategy Contemporary Readings. International Thomson Business Press, 1997
[38]Richard Brecher and Catherine Gelb, "As China Inches Closer to the WTO, U.S. Companines Need to Rethink Their China Strategies, " China Buesiness Review, May1997, p. 26.
[39]Peter Martin, "The global Company: A Future Depending on Choice," Financial Times London Edition, November 7, 1997, p. 16
[40]Alison Maitland , "Across the Frontiers, " Financial Times, October 24,1996, p. 14
[41]Christopher Farrell and Edith Updike, "Selling overseas: So You Think The World is Your Oyster," Business Week, June9, 1997, p. 4
[42]Theodore Levitt, "The Globalization of Markets," Harvard Business Review May-June 1983, p. 92
[43]William L. Shanklin and David A. Grifith,, "crafting Strategy for Global marketing in the New Millennium," Business Horizons, September
1996, p.11
[44]David A. Richis, blunder in the International Business (Cambridge, Mass: Blackwell publishers 1993),p. 43
[45]For the most complete discussion, Robert W. Haas, Business Marketing, 6th ed. (Cincinnati, OH: Southwestern, 1995), pp. 111-118
[46]"Building Tomorrow' s Global Company," Crossborder monitor, October 15,1997, p. 12
[47]Vijay Jolly, "Global Strategies in the 1990' s," The Financial Post, February 15,1997, p.S6
[48]JohnOwen, "The Ultimit Global Medicine but Is It Worth the Effort?" Campaign ,September26,1997
[49]Tom Andel, " Ready to go Global?" Transportation Distribution, June 1997, p. 34
[50]"Mary Kay' s Direct marketing," Business China , April 14,1997, p. 4.
[51]"The Big Emerging Markets," Business America, March 1994, pp. 4-6
[52]Visit the Web site at http:// sun. com/sunexpress.
[2]谭影慧．国际企业战略管理[M]．上海：华东理工大学出版社．1994
[3]屈云波．市场细分[M]．北京：企业管理出版社．1999
[4]甘碧群．国际市场营销学[M]． 北京：高等教育出版社．2001
[5]李颖生．市场开拓[M]． 北京：企业管理出版社．1999
[6]秦波．国际营销学[M]．西安：西安交通大学出版社．2000
[7]郭国庆．市场营销新论[M]．北京：中国经济出版社．1997
[8]乔作田．国际营销学[M]．大连：东北财经大学出版社．1997
[9](美)菲利普．科特勒．市场营销导论[M]．北京：华夏出版社．2001
[10]薛荣九．国际贸易[M]．成都：四川人民出版社．1997
[11]林俊秀．国际行销学[M]桂冠图书股份有限公司．1991
[12]保罗A郝比格跨文化市场营销[M]北京：机械工业出版社．2001
[13]菲利普．科特勒，利亚姆．海姆．开拓国际市场的实用方法[M]，上海：上海远东出版社．1990
[14]TCL集团公司战略决策之路成功企业案例剖析[J]北大纵横管理咨询公司中国物资流通．2000，12
[15]李业．TCL的成长及其竞争优势培育的分析[J]．企业管理．2000，7
[16]刘小华．TCL国际电工如何走向成功之路[J]．企业天地．2000，8
[17]韩韵琴．TCL模式启示[J]．中南大学学报．1999，6
[18]安战然．波特竞争优势理论基本架构、最新发展与质疑[J]．兰州商学院学报，2001，8
[19]吴先明．当代跨国公司理论的发展趋势[J]．2000，1
[20]黄蓓．当今国际市场营销战术探析[J]．国际经济研究．2002，3
[21]张鹏．对提升核心竞争力的认识与建议[J]．中国石化．1999，10
[22]陈志田．国际市场营销渠道简介[J]．国际市场营销研究．1999，4
[23]严勇．国外核心竞争力理论综述与启示[J]．经济学动态．1999，10
[24]盛晓白．简评竞争优势理论国际贸易问题[J]．国际市场．2002，9
[25]罗志军．竞争优势理论和主导策略分析[J]．东南大学学报．2000，4
[26]宣国梁．竞争优势理论综述经济问题探索[J]．2001，6
[27]符正平．论波特竞争优势理论的新发展[J]．学术研究．1999，7
[28]胡正明．论中国企业的国际市场营销策略选择[J]．山东社会科学1994，1
[29]吴木．培育“核心竞争力”[J]．经贸导刊．2000，4
[30]莫立崎．培育企业核心竞争力 建设适应国际竞争的企业集团煤炭[J]．经济研究．2000，11
[31]宋扬州．企业核心竞争力的来源管理体制和技术优势——春兰集团案例分析管理探索[J]．2000，8
[32]于建远．企业核心竞争力构成要素概论[J]．财经科学．2000，11
[33]徐宏．企业核心竞争力及其形成[J]．经济管理．1999，4
[34]王秉安．企业核心竞争力理论探讨[J]．福建行政学院学报。2000，1
[35]"Global Marketing Channels and the Standardization Controversy", Journal of Global Marketing, Vol. 1, No., 1997, P. 64
[36]PHILIP. KOTLER, Principles of Marketing, Marketing Manager
[37]Isabel Doule, Robin Lowe. International Marketing Strategy Contemporary Readings. International Thomson Business Press, 1997
[38]Richard Brecher and Catherine Gelb, "As China Inches Closer to the WTO, U.S. Companines Need to Rethink Their China Strategies, " China Buesiness Review, May1997, p. 26.
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