美国it企业全球化经营战略研究摘自论文资源库

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1、 美国IT企业全球化经营战略研究摘自论文资源库一、企业全球化经营战略的形成企业全球化经营战略的形成和发展并非一个突变的过程，而是经历了一个从量变到质变的过程。十九世纪以来，随着企业经营的地理范围越来越广，经营的市场越来越复杂多样化，企业涉及国际市场的程度越来越深，全球化经营的重要性对企业整体利益日益重要，这使得企业的高层决策者和经营管理者在制订企业的经营战略时，越来越关注全球化经营。从发展过程看，企业全球化经营战略的形成大致经历了多国经营、国际经营和全球化经营三个互相关联、互相递进的阶段。1、多国经营战略阶段这是企业实施全球化经营战略、争取本国以外市场机会的第一个阶段。企业在多个国家开展经营活

2、动，在当地设立自己的代表处或分支机构，组织生产与销售，以满足当地市场的需求。国外子公司一般享有较高的经营自主权，可以作为独立的实体开展经营活动。多国经营战略较多地考虑到各国经营环境的差异、消费者购买行为的差异等。美国IT企业最初的跨国经营活动就是从在不同国家设立相对独立的分支机构开始的。实行多国经营的企业，可以借此延长产品的市场生命周期，提高产品线的边际利润贡献率和产品的国际市场占有率，以实现规模经济效益。2、国际经营战略阶段随着国际贸易壁垒的减少、国际竞争的加剧，奉行多国经营战略的企业开始倾向于利用外部资源（包括人力资源、科学技术、资金、物质资源、信息资源等）为自己提供增值服务，以达到资源和

3、营销网络的优化配置，取得最佳经济效益。在企业的国际经营活动中，国外子公司承担着如何合理利用当地资源的重任，在企业的总价值链上，母公司与子公司之间的相互依赖增强，母公司加强了与国外分支机构的联系，子公司在母公司的地位得到提高。3、全球化经营战略阶段近十几年来，随着全球通讯和信息技术的迅速发展，尤其是国际互联网投入商业运营，使得跨国经营的企业协调分布在世界各地的子公司的能力和效率得到显著加强，而协调成本持续降低。企业开始将国外子公司在当地从事的经营活动作为其整体价值链的组成部分来看待，采取统一的全球化经营战略。根据企业的整体利益重新安排公司在世界各地的职能布局和生产布局，在母公司与其子公司间和联盟

4、企业之间加强联系和协调，以寻求其整体价值链的成本节约和利润最大化，应战全球市场竞争。因此，在全球化经营战略指导下，跨国经营的企业往往不受任何民族利益和国家疆界的限制，也不考虑某一子公司的盈亏得失，而是以追逐全球市场为目标，并通过企业经营活动在世界各地的合理分布与集中，追求全球性的市场机遇。根据企业的整体发展目标，将产品开发、制造、市场开拓等不同职能，安排在世界各地，形成全球范围的产品开发、生产和营销网络，以在全球市场上获得最大利润。二、美国IT企业全球化经营特点分析美国IT企业利用自己的技术优势、产品优势、市场优势等形成的垄断优势，实施全球化经营战略，产品、服务遍及全球各地。企业不仅借此获得了

5、超额垄断利润，竞争力增强，而且还在世界各地传播了新技术，树立了良好的企业形象。在全球经营活动中，美国IT企业的经营战略具有以下几个特点：1、经营理念全球化美国IT企业在开展全球化经营时，其扩张区域范围并不局限于某个国家和地区，而是以全球市场为导向。世界上凡是具备全球化经营基本条件的地方，不管是现在有利可图还是将来有利可图，他们都要想办法去设立办事机构或寻找代理机构。在目标国家和地区开展的经营活动，不仅考虑产品和服务在该国市场的拓展，而且要考察企业在该市场的利益与全球利益的协调，服从企业全球战略的需要。为了进入特定的市场，并在那里开展经营活动，美国IT企业除了采取一些常规营销策略和手段外，还常常

6、运用经济的、心理的、政治的、公共关系等手段，如向当地慈善机构捐款，发起社区活动，资助公共图书馆、学校、体育运动和其他公益事业等，以博得国际上和所在国的经济政治组织、政府、 工会、消费者组织及媒体等各方面的合作与支持，达到营销活动的预期目的。2、产品、服务品牌化成功的品牌，尤其是国际名牌，代表着巨大的、持久的竞争优势。美国IT企业在开展全球化经营、向各国输出资本和高新技术的同时，依靠自己拥有的核心能力，实行产品和服务的品牌输出，即以品牌为核心制定全球经营战略，开拓全球市场。品牌从本质上而言，既是用于区别竞争者的标记，也是代表生产者和销售者承诺将某一特定的利益带给买方，并表明此项承诺的来源。国际名

7、牌是全球性公司将源于一国的成功品牌随产品和服务推向全球各个市场，形成统一的标准化的国际性品牌。美国IT企业如微软（Microsoft）、英特尔（Intel）、国际商用机器公司（IBM）、摩托罗拉（Motorola）、戴尔计算机公司（Dell）等，在全球各地广泛使用标准化的国际品牌，不仅在与经销商的交易中处于有利地位，而且能比竞争对手获得更多的超额利润，享有更高的获利空间。由于品牌没有生命周期，成功的品牌能够长期、持续地获得顾客的价值认同，这对于竞争激烈、产品生命周期短的IT产品的全球化经营显得更为重要。在全球计算机芯片市场上，由于产品更新换代极快，企业竞争异常激烈，使得目前计算机芯片的产品市场

8、生命周期缩短到不到18个月。英特尔公司在同AMD（超微）、威盛公司的激烈竞争中，以其先进的芯片制造技术形成的核心能力和国际名牌的品质，不断战胜对手的挑战，稳占全球计算机芯片市场的霸主地位。3、营销网络遍及全球美国IT企业的全球化经营活动是由网络化的全球性经营组织来实现的。该系统包括企业内部的营销管理部门、与企业结成战略联盟的专业化公司如国际广告公司、管理咨询公司、市场调研公司和从事特定市场推广业务的专门公司等。以企业营销管理部门为核心的各个专业公司和当地的营销渠道成员构成全球化经营网络，每个国别市场仅是其中一个有着纵向和横向联系的网络节点。随着信息技术的广泛应用，各节点成员利用互联网开展营销活

9、动，及时交流情报信息，使企业全球营销网络的运作效率大大提高。 美国IT企业的市场营销部门是企业全球化经营活动的管理主体。总部负责制定全球化经营的总体战略，确定企业营销机构的组织形式和成员资格，确定是否采用全球标准化营销沟通策略，选定某一国际广告公司为其世界范围的广告总代理，以及划分各地子公司营销部门在企业机构中的权限等。企业全球化经营组织中各个机构按照专业化分工的原则各司其职，在企业已经进入的国别市场中建立分支机构，拓展业务。在分工上，国际市场调研公司按企业的要求进行市场调研，负责提供准确的调查数据，并根据企业要求进行分析。管理咨询公司根据企业和市场调研公司提供的资料，分别按品牌或产品大类进行

10、包括营销沟通策略在内的各种营销战略的研究。国际广告公司则以营销沟通组合中的广告为中心，向企业提供完整的策划和广告实施方案。各类经销商和代理商也根据合同要求在营业推广、公共关系等活动中，配合提供各种服务，如专业制作店内促销宣传品、协作直接营销服务等。企业营销管理人员经常与各专业公司和经销商、代理商保持联系，了解市场及消费者对其营销组合策略的反映，及时调整营销策略，实现优势互补，共同发展。4、重视营销活动的长期投资回报实行全球化经营战略的美国IT企业，财力雄厚，融1资能力极强。在开拓海外市场时，不惜花费巨额资金，以图长期回报。富有营销经验的美国IT企业，往往将会计制度上列支为当期费用的促销投入视为

11、树立品牌形象与企业形象的长期投资，因而特别注重长期投资回报而不是短期赢利。他们在树立企业品牌形象后往往不是靠减少促销投入去获取短期利润，而是不断增加投入，力争获得并在较长时间内保持品牌领先地位。美国IT企业进入新市场或有新产品上市时，往往都有庞大的促销预算支撑。1995年，微软公司向全球推出Windows 95操作系统软件，在纽约帝国大厦楼顶树立微软公司商标形象的霓虹灯；花费1200万美元购买著名的英国“滚石”乐队的一支流行歌曲作为广告专用；买下整张泰晤士报一天的发行量，印上广告免费分发。这场耗资 5.0亿美元的强大的广告和公关宣传攻势，取得了非凡的成功，使Windows 95在几个月内几乎成

12、为全球家喻户晓的词语，Windows 95操作系统软件几乎垄断全球个人PC操作系统市场，“微软”品牌成为PC操作系统的代名词，品牌知名度和美誉度得到很大提高。时至今日，Windows操作系统软件仍保持个人PC市场上的绝对领先地位。5、特别注重市场研究和测试据不完全统计，2001年全球用于营销沟通的市场研究支出超过130亿美元，这表明市场研究越来越成为企业经营活动中不可或缺的组成部分。与传统企业相比，美国IT企业在全球经营活动中，更加重视市场研究，尤其是定量化的市场研究。通过自己调查或购买有关咨询公司提供的各种专业市场研究报告，由本公司市场研究部门、营销部门进行深入研究并制定营销策略。尽管一份国

13、别市场研究报告价格不菲，动辄上百万美元，但作为企业开拓全球目标市场的重要依据，可以有效提高企业制定营销沟通计划的准确性。除了在制定营销策略前进行市场研究以外，美国IT企业还特别重视营销活动的市场测试，包括事前测试和事后测试。事前测试一般由研究人员以情景模拟或讨论会的形式进行，主要是了解营销活动所传递的独特诉求信息是否能吸引消费者，消费者关心的信息内容是否与活动的目的相符。摩托罗拉（中国）公司为向中国市场推介一款面向大众消费者的普及型手机“心语（Talkabout）T2688”，于2000年 3月在北京举办了一场别开生面的新产品发布会。地点选在一所充满中国传统文化及节日气氛的老四合院里，以一场室

14、内剧的形式诠释其新款手机。发布会没有人们司空见惯的发布程序，与会者倒像是在逛庙会。研究人员采取这种独具匠心的市场测试手法，了解该款手机的独特诉求点：浓浓的亲情、亲密的爱情、温馨的友情对与会者的吸引力。除了销售业绩、索取资料来函或竞赛的参加率等直接效果的反映以外，美国高新技术企业还通过专业的市场研究公司协助进行事后测试，来评估企业营销活动的沟通效果。三、对我国IT企业全球化经营的启示我国从事跨国经营活动的IT企业，经过近十年的海外经营和国际竞争，企业经营规模逐渐扩大，IT产品在我国国际贸易活动中所占份额越来越大。但从整体上看，我国IT企业的全球化经营意识还不强，许多企业尚未考虑全球化经营。首先，

15、企业规模普遍偏小，生产经营能力较弱，全球市场竞争力不强。我国电子企业百强排名第一（1999年）的联想集团，海外市场主要集中在港澳、东南亚地区，1999年度全球销售收入仅14.9亿美元，远远落后于IBM公司（1999年度销售收入875.5亿美元，“全球500强”排名第16位）、戴尔计算机公司（1999年度销售收入252亿美元，“全球500强”排名第137位）；其次，企业大多缺乏全球化经营战略意识，目标市场结构趋同，在资金、技术、生产工艺等方面的整合能力偏弱，企业开展全球化经营的动力不足，市场开拓方式单一，企业面对激烈的全球市场竞争，应变乏术。第三，我国IT企业缺乏自己的核心能力，“拳头”产品不多

16、，产品创新能力较差，开发后劲不足。因此在全球化经营活动中，我国IT企业多数比较被动，难以在国外尤其是利润丰厚的欧美市场上立足。面对加入WTO后的竞争局势，我国IT企业要提高国际竞争力，必须实施全球化经营战略。除借鉴美国IT企业全球化经营的成功经验外，我国企业还可以从中得到以下两点启示：1、树立全球化经营理念推行全球化经营的美国IT企业，无不将经营的全球化作为其营销指导思想，把世界市场视为一个有机整体。因此，我国IT企业应尽快转变经营观念，以全球市场为导向，实施全球化经营战略。企业决策者要树立全球化经营观念，把视野扩张到全世界，要在全球市场上寻求和把握机遇，谋求企业资源的最佳配置和对利润最大化的

17、追求。通过在全球各地的经营活动，扩大市场规模，增加企业收益。其次，企业决策者要将全球化经营理念推广到企业的每个管理者和普通员工，变成他们为企业工作的行为动力和行为标准，并贯穿于企业的经营管理活动中。第三，企业应加强对经济、信息全球化以及国外IT企业全球化经营战略的研究，及时了解全球经济、社会、文化及营销战略发展的最新态势，制定适应市场的全球化经营战略。第四，企业应全面分析竞争对手的产品竞争力和市场竞争力，准确确定自己在全球市场上的位置，采取不同的竞争策略参与全球市场竞争，在竞争中求得生存和发展壮大。2、大力培养企业的核心能力核心能力（Core Ability）是IT企业开展全球化经营、在全球竞

18、争中赢得竞争优势的法宝，是企业宝贵的资源。核心能力的建立是企业在全球范围内通过对国内外资源进行优化整合来实现的。实行全球化经营战略的美国IT企业，绝大多数都是依靠自己的核心能力来开拓全球市场、创建全球知名品牌的。缺乏核心能力的企业，其产品、服务的品牌化很难实现。对我国IT企业而言，面对加入WTO后跨国高新技术企业的挑战，企业实施全球化经营战略的当务之急，应是大力发展自己的核心能力，创建具有一定国际影响力的产品或服务品牌。企业应选择符合自身实际的核心能力发展战略。当企业实力较弱，难以与全球知名IT企业竞争时，采取技术跟随战略发展自己的核心能力；当企业在某一领域掌握了全球领先的技术后，就应采取技术

19、领先战略，不断创新，开发更多的新产品，发展和壮大自己的核心能力。主营业务为计算机软、硬件开发的北大方正集团，其实力比微软、IBM、太阳微系统等美国IT公司小得多，但企业经过多年的潜心研究，掌握了最先进的第四代激光扫描输出照排机技术。企业以此技术开发的核心产品中文激光照排系统，在全球中文电子出版领域占据领先位置，产品已进入日本、东南亚等多个国家和地区市场organization system and working mode, the selection of a number of municipal strengthening group to build innovation and st

20、rengthen the organization of the basic level organizations advanced model.(seven) the manual work of the Communist Youth League Organization published and League branch of manual work, to promote the use of two manuals in the citys organizations at various levels. The county committee, directly unde

21、r the group (work) is under the jurisdiction of grassroots League and group (total) using branch ratio shall not be less than 70%.Three, to further strengthen the groups leadership and team building(a) to strengthen the leagues leadership at all levels of construction. Continue to do a good job of m

22、unicipal Party Committee Organization Department on the strengthening of the Communist Youth League cadres management opinions implementation. To promote the group counties (autonomous counties, cities) Commission and city directly under the group (workers) appointed to carry out the Five team build

23、ing activities. Improve the League Association Department working mechanism. Conscientiously fulfill the duties of CO, combined with the city group directly under (the) Committee of the general election and the adjustment, actively jointly with the unit where the party organization department good g

24、roup leadership selection with the work. Do a good job in municipal Party committee assistant committee leadership and leading cadres of the annual assessment work, adhere to and improve the assistant secretary of the Communist Youth League talk system group To weave individual conversation and coll

25、ective conversation, to strengthen the committees of all levels, the Standing Committee of the Standing Committee, the establishment of a sound system of central group learning, the system of investigation and study, the system of important issues and the reporting system.(two) to strengthen the wor

26、k of education and training of cadres to conscientiously implement the Central Committee. On the implementation of grassroots cadres training project and opinions on carrying out the mission municipal CYL Cadres training project implementation opinions, full implementation of the project of the City

27、 Youth League cadres training education. Focus on the county grassroots cadres and workers focused on training, the new school system vocational training League cadres, for the Municipal Organization Department jointly held the third session of the Communist Youth League system training cadres in pa

28、rty. Focusing on the construction of new socialist countryside, strengthening village cadres and rural construction team group member of the young team, the county organizations at various levels throughout the year is expected to train 100 00 rural grassroots cadres, plans to train 1000 village sec

29、retary of the village Party branch.(three) actively promote grassroots cadres election work. Under the unified leadership of the party organization, to strengthen grassroots organizations direct work, standardize the election work rules and procedures, in the designated candidate, open competition t

30、o democratically elected branch secretary at the same time, actively and steadily the development of Township, streets and other grassroots organizations in the direct election of the pilot work, on the basis of summarizing the experience and gradually expand the scope of the pilot, and gradually fo

31、rmed a set of measures and cadres election system.(four) to strengthen the cadres testing exercise. To study the development of XX city from 2006 to 2008 cadres testing exercise planning. To select outstanding cadres to the central mission in Beijing, Shanghai, Guangzhou and other central organs and

32、 sending work in developed areas. With the Central Committee the implementation of the western region and ethnic minorities cadres training plan . To carry out the eighth batch of municipal organs attachment cadre management, selection, training work. The outstanding cadres to start the National Dev

33、elopment Bank XX branch testing exercise.(five) to strengthen the group construction. The main position to play the role of Youth League cadre education and training as the city, in accordance with the requirements of post training, further curriculum scientifically and rationally, adopt arrangement

34、 menu course, basic theory includes group work, focus, hot and difficult issues, to enhance the content and practice; to strengthen the construction of teaching staff, the integration of teachers, establish a quality teacher training team, establish and implement course evaluation system; take deliv

35、ery of training to the countryside, on-site training, and increase the rural grassroots cadres training efforts.Four, efforts to strengthen the work of young talent(a) to tenth XX young 54 medal in recognition of the publicity, and actively explore the XX youth service. 54 Medal of institutionalizat

36、ion, standardization and socialization mechanism. Give full play to the XX award in recognition of 54 youth medal Association, Youth Award winner in the 54 chapter, investigation activities. Who won the Youth Service medal, dedication to the society to create conditions, build the stage. During the

37、54, named in recognition of the tenth XX young 54 medal. The association of XX editing of young talent , the exchange of information and communication platform for the XX of outstanding young talents.(two) the establishment of municipal Party committee of young talent information database. In accord

38、ance with the feasible, effective, classification management, implement step by step principle, the establishment of municipal Party committee of youth talent database; guiding organizations at various levels generally established the young talent database, construction of city, county (directly und

39、er the Communist Youth League), grassroots organizations three young talent information database the relevant information collection system, and gradually establish the citys young people, the Communist Youth League youth talent information network, provide information platform for young talent reso

40、urce development.Five, take effective measures to strengthen the mission management(a) to strengthen the mission management work. Strengthen the dues collection and management, continue to adhere to the dues collection regularly reporting system, the annual comprehensive award in recognition of the

41、tour and the tour one vote veto system audit system. Do statistical work in the group. The group service award in recognition of the advanced units, standardization, promoting group management work institutionalized.(two) to strengthen the organization of research and information exchange efforts. G

42、rassroots carry out research, efforts to form a number of theoretical results. Make full use of the network carrier, to explore the establishment of electronic group service system, promote the work of Communist Youth League information.Attachment 4:XX municipal Party Committee Propaganda Department

43、 of the Communist Youth League work pointsIn 2006, the Communist Youth League propaganda ideological work XX to Deng Xiaoping theory and the important thought of Three Represents as guidance, study and implement the partys sixteen and the spirit of the the fifth Plenary Session of the 16th CPC Centr

44、al Committee implementation of the eight plenary session of the two committee, the citys cultural work conference, the Propaganda Department of the meeting and the the fourth Plenary Session of the 15th CPC Central Committee permanent mission spirit, closely around 11th Five-Year XX the goal of full

45、 implementation of Scientific Outlook on Development, emancipating the mind, seeking truth from facts, keep pace with the times, close to reality, close to life, close to the young, persevere grasp orientation, grasping deepening, grasping construction innovation, further improve the groups propagan

46、da and ideological work ability, unity To guide the majority of members of the youth to achieve the 11th Five-Year planning tasks, the overall construction of a well-off society, building a socialist harmonious society to make new contributions.One, adhere to the Three Represents important thought a

47、nd Scientific Outlook on Development education to guide the youth, to further strengthen the ideological and political education of youth(a) armed with youth science theory. Unremittingly with Deng Xiaoping theory and the important thought of Three Represents armed members of youth education, to pro

48、mote the study and implement to expand the depth and breadth. To study and implement the important thought of Three Represents with the establishment and implementation of Scientific Outlook on Development combine with the implementation of the requirements of constructing socialist harmonious socie

49、ty with Scientific Outlook on Development, carry out education as an important part of the theory of armed youth in the new period, strengthen the establishment and implementation of Scientific Outlook on Development education, educate and guide the youth to fully understand the great significance o

50、f establishment and implementation of Scientific Outlook on Development, in-depth understanding of the Scientific Outlook on Development era back The king, the practice foundation, basic connotation, historical status, spirit and practice requirements, a profound understanding of Scientific Outlook

51、on Development with Marxism Leninism, Mao Zedong thought, inheriting and developing relationship between Deng Xiaoping theory and the important thought of Three Represents, to help young people establish and consciously practice Scientific Outlook on Development. Persist in learning, grasping the ba

52、ckbone, grasp the practice, grasp the opportunity. Catch club, effective way to grasp the network, with the group of cadres, young students and young backbone fronts as the focus, to promote the work of the armed youth theory to develop in depth, to help the youth continue to firm ideals and beliefs

53、, to build a powerful spiritual pillar. To carry out the study and implementation of the partys sixteen session of the five Eight plenary session of the two plenary session of the Central Committee and the party spirit, to the citys Youth League members thinking into the spirit of the meeting, to ac

54、hieve the goal of national consciousness and XX economic and social development in 11th Five-Year period. Contribute to help and guide the youth to a profound understanding of the significance and main task of building a socialist harmonious society, actively join the construction of socialist harmo

55、nious society.(two) to strengthen the ideological and moral construction of teenagers. Thoroughly implement the central spirit of the document No. 8, No. 16 and the program for Improving Civic Morality to minors and students as focus groups, to strengthen and improve the ideological and moral constr

56、uction of minors and the ideological and political education of college students. Make full use of the spirit and the spirit of the Three Gorges migrants Hongyan XX unique the use of educational resources, school, into the team, the league, to join the party, adult occasions, extensive Hongyan spiri

57、t generation theme education activities. Use of holidays and leisure time, youth organizations three rural areas, four communities, four and moral practice, guide the youth Youth to enhance national pride, self-esteem and self-confidence, to establish the trend of the times and adapt to the trend of

58、 thinking, value orientation and behavior.(three) innovative ways and means of ideological education. Grasp the new trend of the development of the times, the new hot new features and social ideological status of young people, to further explore the methods of ideological education using modern tech

59、nology and communication mode of education make lively and vivid, fully embodies the close to reality, close to life, close to the young principle through the cultivation and selection. Hongyan demonstration group, good boy, Hongyan Hongyan Youth and other forms of more scientific use of advanced ty

60、pical influence and promote youth, and strive to create advocating advanced, learning advanced, striving to advance a good atmosphere.Two, in order to forge ahead with the motherland, and XX with the development as its theme, guide the youth to build a common ideological basis for the construction o

61、f a socialist harmonious society(a) grasp the theme of the purpose of the activity. The go ahead with the motherland in the youth, and XX with the development of theme educational activities. Vigorously promote patriotism as the core of the national spirit and reform and innovation as the core spiri

62、t of the times, the combination of youth with common ideals and beliefs, with great achievements in socialist modernization the motivation of youth, the youth to enhance self-confidence, sense of mission and responsibility to educate and guide the youth to personal pursuit into the common pursuit of

63、 all people, their personal struggle into the great practice of building socialism China characteristics, further firmly follow the party China characteristics The confidence and determination of the socialist road, and build the common ideological foundation of the young people to build a socialist

64、 harmonious society.(two) rich theme activities. By carrying out the two generation dialogue , in my eyes, the charm of XX situation and policy through activities such as lectures, report, seminars, theatrical performances, mass cultural activities, to help young people understand Chinas reform and

65、opening up the extraordinary journey and brilliant achievements achieved fruitful results, to understand the citys economic and social development since the new XX, so that young people understand, love the new XX, and then to the construction of the new XX, a firm with the party on the road to socialism with China characteristics of faith; make full use of the 54, 61, National Day and the commemoration of the 85 anniversary of the founding of the red In the 70 anniversary of the victory of the long march and other major activities, the favorable opportunity of major events and majo