【正文】 析歸納、整理研究，提出可行性方案及應(yīng)對(duì)策略，以提高我國(guó)家電產(chǎn)品在國(guó)外市場(chǎng)占有率和知名度，使我國(guó)家電生產(chǎn)與國(guó)際接軌，走向國(guó)際化。：202215010329河北聯(lián)合大學(xué)輕工學(xué)院本科畢業(yè)論文論文題目： 我國(guó)家電企業(yè)跨國(guó)經(jīng)營(yíng)研究學(xué) 部： 商學(xué)與人文部專 業(yè)： 國(guó)際經(jīng)濟(jì)與貿(mào)易班 級(jí)： 07 國(guó)貿(mào) 3 班姓 名： 梁亞楠指導(dǎo)教師： 徐靜珍 教授2022 年 6 月 10 日河北聯(lián)合大學(xué)輕工學(xué)院畢業(yè)論文我國(guó)家電企業(yè)跨國(guó)經(jīng)營(yíng)研究Chinese Household Electrical Appliance Multinational Management Research學(xué) 部： 商學(xué)與人文部專 業(yè)： 國(guó)際經(jīng)濟(jì)與貿(mào)易班 級(jí)： 07 國(guó)貿(mào) 3 班姓 名： 梁亞楠指導(dǎo)教師： 徐靜珍 教授2022 年 6 月 10 日河北聯(lián)合大學(xué)輕工學(xué)院畢業(yè)論文I摘 要隨著經(jīng)濟(jì)全球化趨勢(shì)的加速發(fā)展，國(guó)際化經(jīng)營(yíng)成為我國(guó)家電企業(yè)順應(yīng)市場(chǎng)競(jìng)爭(zhēng)的必然選擇。經(jīng)濟(jì)的全球化，市場(chǎng)的全球化，客戶需求的多元化與個(gè)性化越來越強(qiáng)烈，整個(gè)家電行業(yè)的企業(yè)與電子工業(yè)供應(yīng)鏈正在高速地發(fā)展。但是，由于高新技術(shù)不斷創(chuàng)新，產(chǎn)品更新?lián)Q代越來越快，給家電行業(yè)制造企業(yè)帶來速度競(jìng)爭(zhēng)力和新的市場(chǎng)競(jìng)爭(zhēng)力。關(guān)鍵詞：家電業(yè)；全球化；跨國(guó)經(jīng)營(yíng)；競(jìng)爭(zhēng)優(yōu)勢(shì)河北聯(lián)合大學(xué)輕工學(xué)院畢業(yè)論文IIAbstractWith the trend of economic globalization, the accelerated development of internationalization management bee Chinese home appliance enterprise conform to the inevitable choice of market petition. The globalization of economy, the market globalization, customer demand diversity and individualized is more and more intense, the whole household electrical appliance industry enterprises and electronics industry supply chain is highly speed development. This article discusses the home appliance enterprise marketing situation described in China, home appliance enterprise theoretically analyze the international petitiveness, in view of the home appliance marketing management strategy existence deficiency in developed countries, through the analysis of the multinational pany inductive, arrangement study, puts forward the feasibility plan and strategies to improve Chinese household electrical appliance products in foreign market share and popularity and make our home appliance manufacturing and the international munity, toward internationalization. However, due to the high technology continuous innovation, product update more and more quick, to bring home appliance industry manufacturing enterprise petitiveness and new market petitiveness speed. In order to adapt to the market and the demand of customer, enterprise urgently need to change that restricted to the past management model, and set up a new petitive advantage.Keywords: Household Appliance, Globalization, Multinational operation, Competitive advantage河北聯(lián)合大學(xué)輕工學(xué)院畢業(yè)論文 目 錄摘 要 ...............................................................................................................................IABSTRACT ......................................................................................................................II引 言 .................................................................................................................................11. 我國(guó)家電行業(yè)發(fā)展現(xiàn)狀 ..........................................................................................2 我國(guó)家電企業(yè)出口現(xiàn)狀 ....................................................................................................2 中國(guó)家電企業(yè)跨國(guó)經(jīng)營(yíng)特點(diǎn) ............................................................................................4 中外家電企業(yè)營(yíng)銷策略比較 ............................................................................................5 我國(guó)家電企業(yè)跨國(guó)經(jīng)營(yíng)與發(fā)達(dá)國(guó)家的差距 ....................................................................72. 我國(guó)家電行業(yè)的 SWOT 分析 .................................................................................9 優(yōu)勢(shì)分析（S） ................................................................................................................10 劣勢(shì)分析（W） ..............................................................................................................10 機(jī)會(huì)分析（O） ...............................................................................................................11 威脅分析（T） ................................................................................................................123. 我國(guó)家電企業(yè)“走出去”模式分析 ....................................................................13 “海爾” 、 “TCL”、 “格蘭仕”跨國(guó)經(jīng)營(yíng)戰(zhàn)略比較 ......................................................13 “海爾” 、 “TCL”、 “格蘭仕”跨國(guó)經(jīng)營(yíng)對(duì)國(guó)內(nèi)企業(yè)的啟示 ......................................144. 我國(guó)家電企業(yè)開展跨國(guó)經(jīng)營(yíng)的思路與對(duì)策 ........................................................17 發(fā)展我國(guó)家電企業(yè)的企業(yè)對(duì)策 ..............................................................