【正文】 s entry of WTO. This article is to analyse GE, a multinational mercial giant had won consistently growth in two digitals in China market for 20 yesrs, strategic initiatives of Enterprise Selling by applying relevant theory of strategic management and petitive advantages in way of case study.Analysis to GE’s new launching of enterprise Selling, the strategic initiative of growing business in China, has demonstrated a new strategy for China diversification panies. That is, Enterprise can gain core petencies in way of inner resources integrating in face of plicated petitive environment. Especially to those diversification enterprises, resources integrating to crossbusiness enables enterprises to obtain core petitive advantage， capabilities of providing total solutions to their key customers，as well as achieving consecutive business growth.Enterprise Selling of GE China is the best practice of developing core petitive advantages and overwhelming market petition for a diversification enterprise.Key words: GE、Development、Strategy Enterprise Selling III / 91 目 錄摘 要 ..............................................IABSTRACT...........................................II目 錄 ............................................III圖表目錄 ............................................V第１章 緒 論 ......................................6 研究背景、目的和意義及創(chuàng)新點(diǎn) .............................................................................6 研究方法 .....................................................................................................................................8 研究的思路和論文結(jié)構(gòu) ...................................................................................................9第２章　 相關(guān)理論文獻(xiàn)綜述 ...........................12 有關(guān)戰(zhàn)略管理理論文獻(xiàn)回顧 ......................................................................................12 GE 在中國(guó)戰(zhàn)略發(fā)展相關(guān)的概念 ...............................................................................24第 3 章 GE 公司及其戰(zhàn)略發(fā)展史回顧 ...................26 GE 公司及其戰(zhàn)略發(fā)展史回顧 .....................................................................................26 GE 公司在中國(guó)及其戰(zhàn)略發(fā)展現(xiàn)狀 ..........................................................................34第 4 章 GE 在華企業(yè)集團(tuán)銷售戰(zhàn)略的環(huán)境分析 ...........39 國(guó)際經(jīng)濟(jì)形勢(shì)變化和 GE 全球戰(zhàn)略分析 .............................................................39 中國(guó)市場(chǎng)宏觀環(huán)境分析（PEST 分析） ..............................................................40IV / 91 中國(guó)市場(chǎng)行業(yè)環(huán)境分析（五力模型分析） .....................................................48 GE 在中國(guó)的資源能力和核心競(jìng)爭(zhēng)力分析 .........................................................52 GE 在中國(guó)的優(yōu)劣勢(shì)和機(jī)遇威脅分析（SWOT 分析） .................................61第 5 章 GE 在華企業(yè)集團(tuán)銷售戰(zhàn)略的制定和實(shí)施 .........67 企業(yè)集團(tuán)銷售戰(zhàn)略目標(biāo)的確定 .................................................................................67 企業(yè)集團(tuán)銷售戰(zhàn)略分析和定位 .................................................................................68 企業(yè)集團(tuán)銷售戰(zhàn)略的實(shí)施方法、流程和成果 ...............................................70 企業(yè)集團(tuán)銷售戰(zhàn)略實(shí)施的不足與改進(jìn)建議 .....................................................76第 6 章 研究結(jié)論 ...................................78 主要研究結(jié)論及現(xiàn)實(shí)指導(dǎo)意義 .................................................................................78 本研究的局限性 ..................................................................................................................80 今后研究方向 ........................................................................................................................80參考文獻(xiàn) ...........................................81附 錄 .............................................83后 記 .............................................89V / 91圖表目錄圖目錄圖 11 論文的主要思路和內(nèi)容結(jié)構(gòu) ...................................................................................................10圖 21 波特的五力模型 .........................................................................................................................17圖 22 營(yíng)銷管理的基本過程 ................................................................................................................22圖 32 增長(zhǎng)成為流程 .............................................................................................................................34圖 41 19952022 年中國(guó) GDP 增長(zhǎng)率（%） ....................................................................................43圖 42 十一五計(jì)劃中國(guó)各主 要省份投資分布圖 .............................................................................44圖 43 GE 企業(yè)集團(tuán)銷售產(chǎn)業(yè)競(jìng)爭(zhēng)五種力量模型 ............................................................................52圖 44 GE 在中國(guó)的投資實(shí)體分布圖 ..................................................................................................54圖 45 GE 在中國(guó)的人力資源分布圖 ..................................................................................................55圖 46 GE 與中國(guó)政府的多樣化合作 ..................................................................................................56圖 47 GE 在中國(guó)的銷售增長(zhǎng) ...............................................................................................................57圖 48 GE 在機(jī)場(chǎng)項(xiàng)目的整體解決方案 .............................................................................................61圖 49 GE 在白云機(jī)場(chǎng)項(xiàng)目的競(jìng)爭(zhēng)分析圖 .........................................................................................62圖 51 戰(zhàn)略規(guī)劃分析思路 ....................................................................................................................67圖 52 項(xiàng)目選擇流程圖 .........................................................................................................................73附錄圖 11 GE 公司的營(yíng)運(yùn)管理系統(tǒng) ..................................................................................................83附錄圖 12 GE 公司的階段 C 年度周期 .............................................................................................86附錄圖 31 GE 公司 19962022 年合并營(yíng)業(yè)收入圖示 ...................................................................88表目錄表 21 一般外部環(huán)境分析的主要內(nèi)容 ..............................................................................................20表 41