章光101集团跨国连锁经营战略研究

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1、对外经济贸易大学硕士学位论文章光101集团跨国连锁经营战略研究姓名：赵旭景申请学位级别：硕士专业：国际贸易指导教师：朱明侠20050401章光101集团跨国连锁经营战略研究赵旭景2005年5月提要本文结合章光101集团的实际情况论述了其跨国连锁经营战略采用理论与实践相结合的方式在介绍了相关理论的基础上结合企业实际提出适合企业的相应对策第一章介绍了章光101集团的创业史及现阶段公司规模发展状况即章光101进行跨国经营的必要性第二章从章光101跨国连锁经营的优劣势两方面分析了其进行跨国连锁经营的可行性得出结论章光101已经具备了跨国连锁经营的条件第三章分析了章光101

2、进行跨国连锁经营的目标市场进入模式结合企业自身情况本文指出章光101开展国际特许经营还为时尚早直营连锁优于加盟连锁在东道国建立独资企业更利于公司业务的开展第四章是本文的重点首先给出了目标市场选择的基本思路具体分析了日本与巴基斯坦两个市场的情况第二节为章光101的跨国连锁经营制定了营销策略针对日本市场与巴基斯坦市场主要讨论了客户关系管理和促销方式第三节分析了企业进行跨国经营的各种风险并提出了如下应对风险的措施参加保险与东道国企业合作公司内部建立风险监控和处理部门与政府建立良好的关系等关键词章光101跨国连锁市场进入营销策略ResearchofInternationa

3、lChainOperationStrategy0fZhangGuang101ZhaoXunjingMay2005AbstractThispaperdissertatesthestrategyoftransnationalchainoperationofZhangguang101ontheconsiderationofitscondition.Itadoptsthemethodsofcombiningthetheoryandpracticestodiscuss.Afterintroducingtherelativetheories,itputsforwardthec

4、ountermeasures.ItintroducesthedevelopmenthistoryandthescaleandthesituationofZhangguang101inthefirstchapter.Weacknowledgethenecessityoftransnationaloperationsofzhangguang101.Inthesecondchapter,itanalyzesthefeasibilityoftransnationaloperationsofzhangguang101byexplainingthestrengthsandwe

5、aknesses.Anditconcludesthatzhangguang101hasowedtheconditiontooperateabroad.Inthethirdchapter,itanalyzesthemarketentrancemodeofzhangguang101fortransnationaloperations.Itsuggeststhatitisbettertobeginwithdirectchainoperationinhostcountryatthemoment.Andsoleenterpriseisgoodforthedevelopmen

6、tofourbusinessinhostcountry.Thefourthchapteristhekeystoneofthispaper.Atfirst,itintroducesthegeneralprincipalaboutthechoiceoftargetmarkets,andanalyzestheconditionoftwomarkets,JapanandKarachi,indetails.Atsecond,itintroducesmarketingmethodsof101inthetargetmarkets.ThemaindiscussionisCRMan

7、dpromotioninviewofthesetwomarkets.Atthird,itanalyzesthehazardsoftransnationaloperations.Themainhazardsareforeignexchangeexposureandpoliticalhazards.SoIsuggestasfollows:insurance,cooperationwithhostcountry,foundingspecialdepartmentincompanytotreatallkindsofrisks,buildinggoodrelationshi

8、pwith