我国企业走出去战略的SWOT分析_英语论文

A SWOT Analysis of Chinese Enterprises Going out Strategy

摘要

在定性研究的基础上用SWOT分析法分析了我国企业“走出去”的现状及其重要性和紧迫性。在新时期、新历史背景下，我国企业“走出去”的基本优势包括产业方面的竞争优势、企业投资主体、领域以及“走出去”的模式多元化和“走出去”的规模不断扩大；基本劣势包括企业在总体规模小、缺乏管理和技术人才、在市场营销方面比较薄弱以及企业间缺乏联系和合作；机遇包括世界经济形势的推动、政治障碍等阻力减少、人民币的升值以及海外华侨遍布全世界；挑战包括入世后出口受限、金融危机带来更大的危机、跨文化交流融合困难以及发达国家垄断技术。针对其优势、劣势、机遇和挑战以及对海尔集团的实例分析，从企业的角度来说，企业可以注重培养其企业文化、人才及其国际竞争力，加强企业间的横向联系和合作并且充分利用华人商业网络；从政府的角度来说，政府应该加快海外投资的立法进度并且为海外投资提供保险，另外应注重出口市场结构调整、转变外贸发展方式。

关键词： 走出去 ； SWOT分析法 ；对策 

Abstract

On the basis of the qualitative studies done previously, this paper, mainly analyzes the current situation and the importance and urgency of Chinese enterprises "going out" by SWOT analysis. In the new era and new historical background, the advantages of Chinese enterprises "going out" include competitive advantage in industries, the pluralism of corporate investors, fields and the modes of "going out" and gradually expanding scale of "going out". The disadvantages include the overall small scale of enterprises, lack of management and technical personnel, relatively weak marketing and lack of communication and cooperation between enterprises. The opportunities include the push from the current situation of the world economy, reduced political obstacles and other resistance, the appreciation of the RMB and overseas Chinese all over the world. The challenges include the restricted export in WTO, the even greater crisis brought by the financial crisis, the difficulties of cross-cultural fusion and technology monopolized by developed countries. The advantages, disadvantages, opportunities and challenges of Chinese enterprises "going out" as well as a case study of Haier Group are analyzed. Some countermeasures are put forwarded from the perspectives of enterprises and governments. The enterprises are to focus on training its corporate culture, talents and international competitiveness, increasing contacts and cooperation between enterprises and making full use of Chinese business network. The governments are to speed up the legislative progress of overseas investment, offer overseas investment insurance, focus on the restructuring of export market and change the development mode of foreign trade. 

Key words: going out; SWOT analysis; countermeasures 

Contents

Introduction 1

1. Literature Review 1

2. The Connotation and Present Situation of Chinese Enterprises Going out Strategy 2

2.1 The Meaning of "Going out" Strategy 2

2.2 The Significance of Implementing the Strategy of Going out 3

2.3 The Present Situation of Chinese Enterprises Going out 3

3.The SWOT Analysis of Chinese Enterprises "Going out" Strategy 4

3.1 Advantages 4

3.1.1 The Continuous Expansion of Enterprise "Going out" Scale 4

3.1.2 The Diversified Investment Fields and Investors 5

3.1.3 The Diversification of "Going out" Mode 5

3.1.4 The Enterprises’ Competitive Advantage in Industry 6

3.2 Disadvantages 6

3.2.1 Enterprise's Small Overall Size 6

3.2.2 The Lack of Links and Cooperation between Enterprises 7

3.2.3 Lack of Managerial and Technical Personnel 7

3.2.4 Relatively Weak Marketing 7

3.3 Opportunities 8

3.3.1 The World Economic Situation Promoting Overseas Investment 8

3.3.2 The Reduced External Resistances like Political Obstacles 8

3.3.3 RMB Appreciation 9

3.3.4 The Overseas Chinese All over the World 9

3.4 Challenges 9

3.4.1 The Restricted Exports after Joining WTO 10

3.4.2 The Greater Crisis Brought by the Financial Crisis 10

3.4.3 Difficulties in Intercultural Communication and Merger 10

3.4.4 The Monopolized Technology by Developed Countries 11

4. Case Study 11

4.1 The Background of Haier Group 11

4.2 The Successful Experience of Haier Group "Going out" 12

4.3 The SWOT Analysis of the Reason for Haier Group Successfully "Going out" 12

5. The Countermeasures that Chinese Enterprises Take for "Going out" Strategy 13

5.1 From the Point View of Enterprises 13

5.1.1 Paying Attention to Cultivating International Competitiveness and Corporate Culture 13

5.1.2 Paying Attention to Personnel Training and Enterprise System Innovation 13

5.1.3 Strengthening Contacts and Cooperation between Enterprises 14

5.1.4 Taking Full Advantage of the Global Chinese Business Network 14

5.2 From the Point View of Governments 15

5.2.1 Speeding up the Legislative Progress of the Foreign Investment 15

5.2.2 Providing Insurance for Foreign Investment 15

5.2.3 Focusing on the Restructure of Export Market 15

5.2.4 Transforming Foreign Trade Development Mode 15

Conclusion 16

References 17