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1、 企业战略管理讲义 1 目录目录 第 7 章 企业国际化战略讲义.2 7.1 企业国际化的动因.3 7.2 企业国际化的环境.4 7.2.1 国际贸易体制WTO 框架.4 7.2.2 政治法律环境.4 7.2.3 经济环境.5 7.2.4 地理、社会、人文环境.5 7.3 企业国际化的战略类型.5 7.4 国际市场进入战略选择.6 7.5 企业国际化的风险.8 第 7 章 公司国际化战略案例及阅读材料.8 阅读材料 7-2 140-水泥罐车供货合同-英文.8 阅读材料 7-2 140-水泥罐车供货合同-中文.16 阅读材料 7-3 谢菲尔货车转向架技术转让协议英文.34 阅读材料 7-3 谢菲
2、尔货车转向架技术转让协议中文.47 企业战略管理讲义 2 第第 7 章章 企业国际化战略讲义企业国际化战略讲义 案例案例 7 7-1 1：国际化的海尔：国际化的海尔MADE IN USAMADE IN USA 海尔是全球大型家电第一品牌，1984 年创立于中国青岛，现任董事局主席、首席执行官张瑞敏是海尔的主要创始人。目前，海尔在中国、亚洲、美洲、欧洲、澳洲拥有全球五大研发中心，在美国、欧洲、中东等地设立了 21 个工业园，在全球建立了 61 个贸易公司、143330 个销售网点，全球员工超过 8 万人。2012 年，海尔集团全球营业额实现 1631 亿元。2012 年，海尔品牌价值 962.8
3、 亿元。连续 11 年蝉联中国最有价值品牌榜首。海尔积极履行社会责任，援建了 164 所希望小学和 1 所希望中学，制作 212集科教动画片海尔兄弟，是 2008 年北京奥运会全球唯一白电赞助商。（1）“先难后易”与“先易后难”相结合的策略：在目标市场的选择上，是“先难后易”：先发达国家后发展中国家；在经营方式上，是”先易后难”：先出口贸易后研发生产。（2）“三位一体”经营模式本土化战略：南卡罗莱纳州中部的坎姆登市“海尔生产中心”波斯顿设计中心 纽约营销中心 企业战略管理讲义 3 G G全球环境：全球化、电子商务、知识经济全球环境：全球化、电子商务、知识经济 国际化战略的机遇和效果国际化战略的
4、机遇和效果 7.1 7.1 企业国际化的动因企业国际化的动因 企业战略管理讲义 4 7.2 7.2 企业国际化的环境企业国际化的环境 7.2.1 7.2.1 国际贸易体制国际贸易体制WTOWTO 框架框架 （1 1）关税：保护关税与反倾销）关税：保护关税与反倾销 如：西方对我国彩电、服装、轮胎、光伏等的反倾销（2 2）非关税壁垒）非关税壁垒 名目繁多，850 多种最常用的是进口配额；新变种：环保标准、劳动保护标准；如：我国进口汽车配额、蓝色壁垒（3 3）国际贸易的支付方式）国际贸易的支付方式 汇率对国际支付（贸易、投资）的影响：出口用硬币，进口用软币 讨论：讨论：WTOWTO 机制及中国入世以
5、来的变化机制及中国入世以来的变化 阅读材料阅读材料 7 7-1 1：碳关税及其由来：碳关税及其由来 这个概念最早由法国前总统希拉克提出，最初目的是希望欧盟国家针对未遵守京都议定书的国家课征商品进口税，以避免在欧盟碳排放交易机制运行后，欧盟国家所生产的商品将遭受不公平之竞争。2009 年 3 月中旬,美国能源部长朱棣文在美国众议院科学小组会议上表示，为了避免美国制造业处于不公平竞争状态，美国计划征收进口商品的“碳关税”；6 月 22 日，美国清洁能源安全法案获得众议院通过，该法案中规定，美国有权对包括中国在内的不实施碳减排限额国家的进口产品征收碳关税，从 2020 年起开始实施。案例案例 7 7
6、-2 2：某企业：某企业 19921992 年“年“31312 2 出口项目”出口项目”该项目为向泰国出口铁路货车，泰方使用日元贷款，合同标的为1,900,250,664 日元；1992 年 3 月 16 日签订合同时的汇率：133.4 日元兑 1 美元；合同总价合 1424.5万元美元；（分四批交货、四批结汇）最后一批于 1993 年 7 月交货，实际结汇时日元升值为 80 日元兑 1 美元，升值133.4/80-1=0.6675，升值 66.75%。最终，该项目因日元升值，获得增加了 4000 多万元人民币。阅读材料阅读材料 7 7-2 2：140140-水泥罐车供货合同水泥罐车供货合同
7、7.2.2 7.2.2 政治政治法律环境法律环境 （1 1）对外国企业的态度）对外国企业的态度 如：印度人对外资的态度 如：我国对外资的鼓励及限制政策（2 2）政治的稳定性）政治的稳定性 （3 3）政府的官僚制度）政府的官僚制度 （4 4）贸易或投资条约和协定）贸易或投资条约和协定 如：避免双重征税协定 企业战略管理讲义 5 （5 5）与国际化经营有关的法律）与国际化经营有关的法律 7.2.3 7.2.3 经济环境经济环境 （1 1）国家的经济发展水平）国家的经济发展水平 如：经济结构、市场规模和增长潜力（2 2）国内生产总值及其分布）国内生产总值及其分布 如：GDP 总量、社会财富的分配模式
8、（是否形成中产阶级）（3 3）国际收支）国际收支 最好稳定，从而币值稳定，尤其避免逆差，否则 影响到国际企业的汇出利润与原料进口（4 4）集团贸易与区域性经济）集团贸易与区域性经济 如：欧盟、北美自由贸易区、东盟自由贸易区、APEC、OPEC 7.2.4 7.2.4 地理、社会、人文环境地理、社会、人文环境 （1 1）气候、地形、自然资源）气候、地形、自然资源 （2 2）基础设施）基础设施 （3 3）人口总量及其分布、教育水平）人口总量及其分布、教育水平 （4 4）民族文化与宗教信仰）民族文化与宗教信仰 （5 5）生活方式与消费偏好）生活方式与消费偏好 7.3 7.3 企业国际化的战略类型企业
9、国际化的战略类型 （1 1）全球战略）全球战略 向全球所有用户提供标准化的通用产品 在世界上最佳的区位大量生产标准化产品 公司总部集中控制不同国家市场的子公司业务 强调经济规模效应 通常缺乏对当地市场的响应 需要公司总部的集权和控制能力 全球市场上客观存在着有巨大需求的标准化消费产品，如化学品、钢铁、石油、飞机、个人电脑、可口可乐、汉堡包等。案例案例 7 7-3 3：沃尔玛：沃尔玛全球大规模采购最低成本配送全球大规模采购最低成本配送 企业战略管理讲义 6 （2 2）国际战略）国际战略 将产品开发集中到母国，向世界各地出售产品 产品只作少数改变，差异不大 在东道国建立制造和营销职能 案例案例 7
10、 7-4 4：惠普笔记本电脑：惠普笔记本电脑 在欧美、亚洲销售的笔记本几乎一样，只在外壳彩绘喷涂上提供一些选择，一举打败戴尔的直销模式。（3 3）多国战略）多国战略 强调产品的适应性 在各国分别实行本土化 适应消费者在兴趣和偏好上的差异 建立适应当地条件的价值创造系统和营销策略 带来公司总部协调和管理的难度，增加了经营的不确定性 案例案例 7 7-5 5：海尔针对美国大学生公寓开发的小型冰柜：海尔针对美国大学生公寓开发的小型冰柜 （4 4）跨国战略）跨国战略 立足本国市场，仅在少数极其有限的国外市场参与国际竞争 基本诉求是同时取得低成本和差异化的双重优势 寻求具有成本优势的地域（国家或地区），
11、通过内部知识转移和核心能力的迁移，为该区域提供有竞争力的差异化产品 公司总部需要进行全球协调，各子公司需要紧密合作 实现真正的跨国战略比较困难，一旦有效实施效果比其他三种战略要好得多 案例案例 7 7-6 6：中国移动在巴基斯坦：中国移动在巴基斯坦 GSMGSM 网络网络 利用该国的成本比较优势，同时为适应该国在电信业发展产业政策、运营网络制式等方面的要求，吸引当地消费者，又做了大量本土化的工作。成为当地第六大电信运营商。7.4 7.4 国际市场进入战略选择国际市场进入战略选择 （1 1）商品出口）商品出口 （2 2）许可生产）许可生产 （3 3）合同安排）合同安排 （4 4）直接投资）直接投
12、资 （1 1）商品出口）商品出口 进入新的国际市场的最通用的方式 不必在其他国家建立运营基地 通过合约关系建立分销渠道 运输成本可能会很高 可能遇到高的关税 对营销和分销的控制很弱 很难根据客户要求定制产品（2 2）许可生产）许可生产 企业授权他国企业制造和销售其产品 授权企业对每个生产和销售的产品收取许可费 企业战略管理讲义 7 获得授权的单位承担投资制造的风险 进入国外市场的风险最小 授权企业无法控制产品质量和分销 相对来说较低的利润潜力 最大的风险是获得授权的企业可以学习技术，而且当授权期满后与授权企业竞争 阅读材料阅读材料 7 7-3 3：谢菲尔货车转向架技术转让协议：谢菲尔货车转向架
13、技术转让协议 （3 3）合同安排）合同安排 包括制造合同（合作生产）、管理合同、交钥匙工程（BOT）本质上属于国际战略联盟 企业能够与东道国企业共担国际扩张的资源和风险 联盟中由外方企业带来新产品或新技术，当地合作伙伴为外方提供分销渠道，有关当地风俗、规范和政治环境的知识 合同各方之间也许无法理解对方的战略意图或具有不同的、甚至冲突的目的 最大的风险在于整合不同的文化时遇到困难（4 4）直接投资）直接投资 在各种进入选择方案中是成本最高和最复杂的 能够取得最大限度的控制 如果能够成功管理，最有赢利潜力 对技术、市场营销和分销保持控制 也许需要吸收与东道国有关的专门技术和知识 需要招聘东道国本土
14、人力或高成本地聘请咨询专家 国际市场进入战略选择流程国际市场进入战略选择流程 企业战略管理讲义 8 国际市场进入阶段演变国际市场进入阶段演变 7.5 7.5 企业国际化的风险企业国际化的风险 （1 1）政治风险）政治风险 国家政府的不稳定性为国际多元化企业带来潜在问题 对外资股权的态度或规定的潜在改变的风险 从前任行政机构得到的立法权威也许不再有效 私有财产国有化的潜在风险（2 2）经济风险）经济风险 经济风险与政治风险互为相关 国际货币的差异和波动会影响资产的价值和可靠性，从而影响价格，并最终影响企业的竞争能力 不同的通货膨胀率也会影响国际企业的竞争能力 私有企业资产国有化的潜在风险 第第
15、7 7 章章 公司国际化战略案例及阅读材料公司国际化战略案例及阅读材料 阅读材料阅读材料 7 7-2 2 140140-水泥罐车供货合同水泥罐车供货合同-英文英文 CONTRACT NO.91M(06)TH-52-632 ON THE SUPPLY OF 140 BOGIE CEMENT HOPPER WAGONS FOR METER GAUGE TRACK TO TPI POLENE COMPANY LIMITED Place:Bangkok,Thailand 企业战略管理讲义 9 Date:January 6,1992 TPI Polene Company Limited,26/44-52
16、 Chan Tat Mai Road,Thungmahamek,Yannawa,Bangkok10120,Thailand(hereinafter referred to as the“BUYER”also as the“TPI”in Appendix 1)as one party and China National Machinery Import And Export Corporation,Er Li Gou,Xijiao,P.O.Box No.49,Beijing,China(hereinafter referred to as the“SELLER”also as the“CONT
17、RACTOR”in Appendix1)as the other party agree to authorize their representatives to sign this contract(hereinafter referred to as the“CONTRACT”)under the following terms and conditions:CHAPTER 1 BOJECT OF THE CONTRACT 1.1 BUYER agrees to buy from SELLER and SELLER agrees to sell to BUYER the followin
18、gs:1.1.1 One hundred and forty(140)units of Bogie Cement Hopper Wagons,pressure discharge type(hereinafter referred to as“the B.C.P.”),Technical Specification is specified in APPENDIX 1 to CONTRACT.1.1.2 Spare Parts of one hundred and forty(140)units of the B.C.P The list as per APPENDIX 2(2.1 and 2
19、.2)to CONTRACT.1.2 SELLER shall dispatch his technical personnel to Thailand to render aftersale service and participate in Performance Running Test of the B.C.P.BUYER shall dispatch his technical personnel to SELLERS factory to make inspection of the B.C.P.1.3 Time of Performance Running Test 1.4 T
20、ime of Acceptance Clause 1.2,1.3 and 1.4 are specified in APPENDIX 3 to CONTRACT.CHAPTER 2 CONTRACT PRICE 2.1 The total price of the B.C.P and Spare Parts as stipulated in CHAPTER 1,Clause 1.1 of CONTRACT is CIF Bangkok USD.7,305,875.50(Say U.S Dollars Seven Million Three Hundred Five Thousand Eight
21、 Hundred And seventy five point fifty)Details of the above total contract price is as follows:2.1.1 THE B.C.P.Unit price CIF Bangkok USD.51,000.00 Total price CIF Bangkok USD.7,140,000.00 2.1.2 Spare Parts:Total a lot:CIF Bangkok USD.165,875.50 2.2 The above-mentioned total price is a firm and fixed
22、 price including packing,loading on vessel,sea freight and insurance before arrival of the B.C.P and Spare Parts at Bangkok Port,Thailand.企业战略管理讲义 10 CHAPTER 3 TERMS OF PAYMENT 3.1 The payment of the total contract price specified in CHAPTER 2,Clause 2.1 shall be made by BUYER to SELLER through Bank
23、 of China,Head Office,Beijing,China in U.S.dollars.3.2 The remittance fee and other bank charges incurred outside Thailand shall be borne by SELLER,while those incurred inside Thailand shall be borne by BUYER.Any bank charges incurred by a branch bank wherever of or a third bank authorized by,if any
24、,BUYERS bank shall be for BUYERS account.3.3 Letter of Guarantee for Down Payment And Late Delivery SELLER shall issue a Letter of Guarantee for Down Payment and late delivery.The letter of Guarantee shall be 10 of total contract value amounting to USD.730,587.55(Say U.S.Dollars Seven Hundred Thirty
25、 Thousand Five Hundred And Eighty Seven Point Fifty Five),which shall be issued by bank of China to BUYER Through a Thai bank within 20(twenty)days after signing of CONTRACT.Specimen of Letter of Guarantee for Down Payment and Late Delivery as per APPENDIX 5 to CONTRACT.3.4 Down Payment BUYER shall
26、pay to SELLER 10 of total contract value amounting to USD.730,587.55(Say U.S.Dollars Seven Hundred Thirty Thousand Five Hundred And Eighty Seven Point Fifty Five)by Telegraphic Transfer as down payment within 20(twenty)days after receipt of Letter of Guarantee for Down Payment and Late Delivery and
27、a proforma invoice covering the amount of Down Payment.Specimen of the proforma invoice as per APPENDIX 6 to CONTRACT.3.5 Deferred Payment For the remaining 90(ninety percent)of the contract value amounting to USD.6,575,287.95(Say U.S.Dollars Six Million Five Hundred Seventy Five Thousand Two Hundre
28、d Eighty Seven Point Ninety Five),SELLER agrees to a Deferred Payment covering a period of three years commencing after one year of grace period,at the interest rate of 8.5(eight point five percent)per annum.BUYER shall pay in seven consecutive half yearly installments with interest as per APPENDIX
29、4(4.1 and 4.2),the“Repayment Schedule”which forms an integral part of CONTRACT.3.6 The interest shall be calculated form the date of Bill of Lading for each respective delivery lot and shall be paid simultaneously with each installment.Details as per APPENDIX 4(4.1 and 4.2),the“Repayment Schedule”.3
30、.7 The time of payment for the first installment for each delivery lot plus interest shall fall on the first anniversary of the date of Bill of Lading for such delivery lot.Details as per APPENDIX 4(4.1 and 4.2),the“Repayment Schedule”.3.8 Against the 90(ninety percent)of contract value plus due int
31、erest of deferred payment total amounting to USD.7,974,613.37(Say U.S.Dollars Seven Million Nine Hundred Seventy Four Thousand Six Hundred and Thirteen Point Thirty Seven),BUYER shall open an Irrevocable,Transferable,Divisible Usance Letter of Credit through the first class bank acceptable to Bank o
32、f China in favour of SELLER and should remain valid in China for negotiation till full and final settlement of the payment.The aforesaid Usance L/C shall be received by SELLER in China at exactly the same date as the down payment.3.9 The aforesaid Usance L/C shall be payable through 7(seven)Usance D
33、rafts for each delivery lot in duplicate drawn on the L/C Opening Bank.The amount of each usance draft shall strictly be in accordance with the“Repayment Schedule”.All of the two sets of the 7(seven)Usance Drafts 企业战略管理讲义 11 shall be presented to the L/C Opening Bank for acceptance and then be retur
34、ned to and kept by Negotiation bank who shall present the accepted draft to the L/C Opening Bank separately for respective matured payment.Every due draft shall be paid at sight as per normal banking practice by the L/C Opening Bank through Telegraphic Transfer(T/T).3.10 In case that BUYER falls to
35、open the Usance L/C duly,SELLER shall postpone the delivery accordingly.3.11 If BUYER,with 3(three)months after the issuance of the Usance L/C,is able to arrange for a financial institution which is acceptable to SELLER to provide a commitment to discount or negotiate the Usance Drafts,on a non reco
36、urse to SELLER basis,at an interest rate which is lower than the 8.5 interest provided hereunder,SELLER shall agree to allow BUYER to amend he Usance L/C,to reduce the amount of Usance Drafts and to amend the APPENDIX 4(4.1 and 4.2)(Repayment Schedule)to reflect the lower interest accordingly,provid
37、ed that SELLER,by negotiating or discounting the Usance Drafts with such financial institution shall receive no less than 90 of the contract value or USD.6,575,287.95(Say U.S.Dollars Six Million Five Hundred Seventy Five Thousand Two Hundred Eighty Seven Point Ninety Five),BUYER hereby agrees that a
38、ll charges payable to such financial institution in connection with the negotiation or discount of the Usance Drafts by SELLER with such financial institution at BUYERS request shall be for BUYERS account.Should SELLER fail to negotiate or discount of the Usance Drafts,or the time for the negotiatio
39、n or discount last too long(over 1 month)comparing with the time for negotiation by L/C at sight,BUYER shall agree,at SELLERS request,to fulfill the payment as per Clause 3.9 and APPENDIX 4(4.1 and 4.2),“Repayment Schedule”.Any amendment to the aforesaid Usance L/C shall be informed to SELLER in wri
40、tten form and shall have SELLERS written approval beforehand,otherwise shall not be considered as acceptable.CHAPTER 4 DELIVERY SCHEDULE,TERMS OF DELIVERY,INSURANCE 4.1 SELLER shall complete the delivery of the B.C.P.and Spare Parts in accordance with the following delivery schedule:First lot:within
41、 8 months after receipt of Usance L/C 50(fifty)units of the B.C.P.Second lot:within 12 months after receipt of Usance L/C 90(ninety)units of the B.C.P.total a lot of Spare Parts 4.2 The Port of loading of the B.C.P.and Spare Parts is Chinese Port.The Port of destination of the B.C.P.and Spare Parts
42、is Bangkok Port,Thailand.4.3 The date of the on board Bill of lading shall be the actual delivery date of the B.C.P.and Spare Parts.4.4 BUYER shall approve the working drawings submitted by SELLER within the time specified in APPENDIX 1,Clause 9.Should the time of approval for the working drawings b
43、e delayed,the delivery of the B.C.P.and Spare Parts shall be postponed accordingly.4.5 SELLER shall notify BUYER by fax and/or telex within 7(seven)days from the date of B/L for each delivery lot,of the description of goods,delivery date,name of loading port,name of the carrying vessel,number of B/L
44、,name of ship liner,ships agent in Bangkok,delivered quantity and value.Fax No.（662）2363110，（662）2371164 Telex:72073 PETOKEM TH,72075 PETOKEM TH.企业战略管理讲义 12 4.6 SELLER shall transmit to BUYER signed Commercial Invoice,Packing List,Copy B/L and Inspection Certificate by Fax within 7(seven)days from t
45、he date of B/L for each delivery lot.Fax No.as per Clause 4.5.4.7 INSURANCE SELLER shall effect the insurance of all risks and war risk only(excluding S.R.C.C.namely strike riots and civil commotions)as per the China insurance clauses.CHAPTER 5 PACKING AND MARKING 5.1 The B.C.P.and Spare Parts shall
46、 be shipped in as few pieces as possible,properly packed and protected from rust and shock.5.2 SELLER shall have to make marking showing the weight and place for hooking or inserting wire rope,or the center point of weight of the component parts of the B.C.P.that are of irregular shapes or weight on
47、 the components of the B.C.P.with the weight from one metric ton upwards prior to disassembly for further delivery.5.3 All packing cases are to be clearly marked in black with the initial letter“TPI”,CONTRACT number and date,SELLERS name,the gross and net weights and port of destination.Each package
48、 shall be given a serial number corresponding to the number in the shipping specification.5.4 SHIPPING MARK:TPI CONTRACT NO.91M(06)TH-52-632 CMC Bangkok,Thailand CHAPTER 6 DOCUMENTS 6.1 Following documents shall be presented to the Negotiating Bank upon each delivery:6.1.1 Signed commercial invoice
49、in 9(nine)copies,price CIF Bangkok,mentioning separately FOB value,Freight charge,Insurance charge,unit price and name of Country of Origin.6.1.2 Full set of clean“On Board”Ocean bill of lading made out to the order of the opening bank,marked FREIGHT PREPAID.Notify the opening bank in triplicate,plu
50、s 2 non-negotiable copies.6.1.3 Original Insurance policy or Certificate in triplicate covering all risks and war risk only(excluding S.R.C.C)6.1.4 Packing list in 4(four)copies indicating dimensions and weight of packing.6.1.5 Certificate of Country of Origin issued by Competent Authority in 4(four