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青岛企业的走出去之所以取得相当成效,并受到国家商务部、山东省领导的肯定,关键就在于长期以来上上下下对经济全球化趋势的认识和把握,这是实施走出去战略的重要前提。过去是这样,而今后更是如此。海尔案例:入围世界品牌百强、享有“中国十大世界级品牌”的海尔,从上个世纪90年代开始“走出去”,至今已有15年。为了最终实现世界名牌目标,海尔将品牌战略分为三步走,第一步叫作“走出去”,即进到国外主流国家,主流市场。第二步叫作“走进去”,即走进国外的主流渠道,销售主流产品。第三步叫作“走上去”,也就是真正成为当地一个主流品牌。通过“走出去”,海尔目前已在全球成立了18家贸易公司,并进入了世界家电行业十大连锁店;通过“走进去”,海尔先后建设了30个海
The reason why Qingdao’s going out is quite fruitful and affirmed by the leaders of the State Ministry of Commerce and Shandong Province lies in the fact that it has long been known and grasped the trend of economic globalization as an important prerequisite for the implementation of the strategy of going out . The past is the case, but in the future even more so. Haier Case: One of the top 100 brands in the world, Haier enjoyed the title of “Top Ten World-Class Brands in China”. It has been 15 years since its launch in the 1990s. In order to achieve the ultimate goal of the world famous brand, Haier brand strategy is divided into three steps, the first step is called “going out”, that is, into the mainstream of foreign countries, the mainstream market. The second step is called “go in”, that is, the mainstream channel into foreign countries, selling mainstream products. The third step is called “going up”, that is, truly becoming a mainstream brand in the area. Through “going global”, Haier has set up 18 trading companies around the world and has entered the top 10 chain stores in the world’s home appliance industry. Through “going in,” Haier has successively built 30 seas