2024年5月18日发(作者：国产汽车十大排名)

目录

目录................................................................................Ⅰ

摘要................................................................................Ⅱ

英文摘要 ...... ....................................................................Ⅲ

1.前言...............................................................................1

国际化营销的现状分析............................................................3

2.1 TCL集团概况..................................................................3

2.2 TCL国际化营销的现状分析......................................................3

3. TCL国际营销SWOT理论分析..........................................................5

3.1strengths（优势）........................................................5

3.2weaknesses（劣势）.......................................................5

3.3 opportunities(机会).................................................... 6

3.4threats（威胁）..........................................................7

4 TCL在国际营销中的解决对策..........................................................9

4.1 加强对目标企业进行科学的评估.................................................9

4.2 快速组建一个真正稳定的和国际化背景的领导团队.................................9

4.3 强化企业文化建设.............................................................9

4.4 占据高端平板电视面板资源,提高产品质量和科技含量,提升产品形象................10

4.5追求真正的国际化-消费国际化,提高核心竞争力量.................................10

5.6通过整合营销沟通，在国际上塑造良好的品牌形象.................................10

5.结论..............................................................................11

参考文献............................................................................12

致谢................................................................................13

TCL的国际营销分析

摘要

在经济全球化的背景下，走出去已经成为每个企业的发展战略，本文以TCL作为中国企业

国际化的代表，通过对其所选择的战略模式的分析，对中国企业的国际化进行了理论探讨和

实证研究，探索中国企业国际化经营之路。本文首先介绍了中国企业的走出去的三种战略途

径，结合不同企业具有的不同的特点，对三种国际化途径进行了利弊的比较。企业走出去是

中国企业不可避免的发展趋势，本文进而对中国企业走出去的动力进行了阐述。在众多的企

业中，TCL因其特殊的国际化模式倍受关注。本文从TCL在新兴市场和欧美市场两个发展

战略模式进行了分析。在新兴市场上，TCL采取“从易到难”的战略模式，选择和中国具

有类似特点的东南亚国家市场进入，从而加强了其国际化能力并积累了丰富的经验，为进入

欧美市场提供了重要的帮助；文章采用SWOT方法对TCL进入新兴市场的模式进行了分析。

在欧美市场上，TCL实施了一系列的并购，由于欧美市场和亚洲市场的差异，在获得一些

优势的同时，TCL也遇到了一系列的风险，因此，文章从机遇和风险两方面对欧美市场进

行了分析。本文指出，虽然TCL在国际化进程中仍存在许多不足之处，但其先进的国际化

理念及卓越的管理经验值得中国企业学习和借鉴，企业应根据自身特点，走适合自己的国际

化道路。国际化战略的关键在于其能否提高企业的国际竞争力，引导企业走向成功。

关键词：TCL，国际营销，分析

TCL international marketing analysis

Abstract

In the background of economic globalization, go out has become each enterprise development

strategy, this paper takes TCL as representatives of the internationalization of Chinese enterprises,

through the chosen strategy pattern analysis, to the internationalization of Chinese enterprises

were discussed theoretically and empirical research, explore the internationalization of Chinese

enterprises management path. This paper first introduces Chinese enterprises walked out three

strategic way, combined with different enterprises with different characteristics, the

internationalization of three kinds of approaches to the pros and cons of comparison. Enterprise

goes out is China enterprise inevitable trend, the paper then Chinese enterprises to go out to the

power is discussed in this paper. This paper adopts the SWOT method to enter emerging market

mode TCL is analyzed. In Europe and America market, TCL implemented a series of mergers and

acquisitions, because the European and American market and Asian markets gain some advantage

difference in the meanwhile, TCL also met a series of risk, therefore, this article from the

opportunities and risks to the European and American market two aspects are analyzed. This paper

points out, although TCL in internationalized process still exist in the many shortcomings, but its

advanced international concepts and excellent management experience is worth studying and

reference for Chinese enterprises, enterprise should according to its own characteristics, walked

suits own internationalization way. Internationalization strategy lies in whether it can enhance the

international competitiveness of enterprises, and guide business success.

Keywords: TCL, international marketing, trends, way

1前言

中国加入WTO以来，国内各行各业普遍感受到了来自全球的竞争压力，而且这种竞争愈演

愈烈，中国的企业面临着前所未有的挑战。如何在全新的、不断变化的环境中生存和发展成

了中国企业的一个崭新而又无法回避的课题。为了能抢占市场，国内许多企业通过各种方式

进行重组、合资和并购，以图融合中国的人力成本优势和国际大品牌优势，取得新一轮的市