国际企业的战略在线视频

同学们好
Hello Everyone

我是云南财经大学国际工商学院的潘雪冬老师
I am Pan Xuedong from International Business School of Yunnan University of Finance & Economics

这节课我们学习国际商务课程的国际企业战略
We are going to study the strategy of international firms today

我们从宜家的全球化战略导入今天的课程学习
Let’s introduce today’s lesson by the global strategy of IKEA

宜家是来自于瑞典的全世界最大的家具零售企业
IKEA is the largest furniture retailer all over the world from Sweden

截止目前
So far

宜家在56个国家和地区开设了422家门店
There is 422 warehouse-type stores all over 56 countries

宜家第一次进入中国市场的时间是1998年
It was 1998 when IKEA entered into Chinese market

在上海徐汇区开了第一家门店
and opened the first store in XuHui District of Shanghai city

预计到2020年底，宜家在中国的门店将达到34家
It is estimated that there will be 34 stores of IKEA in China by the end of 2020

宜家采用了全球化战略, 带来了两个优势
IKEA takes global strategy to bring two advantages

一是全球采购原材料，降低了生产成本
one is purchasing raw materials globally to reduce cost

二是实施全球战略的标准化
Another one is implementing global strategy standardization

运用到所有的宜家门店，带来产品和价格的吸引力
in all the IKEA stores to increase the attractiveness of the products and price

1998年当宜家进入中国市场的时候
When IKEA entered China in 1998

吸取在其他国家的经验教训
,it made adaptations to the local market

根据中国市场做出一定调整，商品的陈设借鉴了中国人住所的特点
The store layout reflects the layout of live, and many Chinese apartments, where most people

改变了在中国门店的选址
IKEA has also had to shift its locations in China

靠近公交车站
stores are located near public transportation

还提供配送
and IKEA offers a delivery service so that Chinese customers can get their purchases home

宜家案例给我们带来两点思考
IKEA case makes us to consider two points

一是恰当的战略定位和选择是国际企业成功的关键
one is that the appropriate strategies positioning and choice is the key for the success of international firms

二是国际企业的战略并不是一成不变
another is that the strategies of international firms

而是在满足市场的需要过程中不断调整
continue to adjust gradually in the process of meeting markets needs rather than changeless

接下来
Next

我们一起来回顾什么是企业的战略
let’s review what the strategy of an enterprise is

一个企业的战略可定义为
A firm’s strategy can be defined as

管理人员为达成企业的目标所采取的行动
the actions that mangers take to attain the goals of the firm

对多数企业而言
For most firms

首要的目标是为公司创造最高的企业价值
the preeminent goal is to maximize the value of the firm for its owners and its shareholders

企业价值最大化表现为
Maximizing the value of the firm is expressed as

一追求企业长期盈利能力最大化
1.pursuing the rate of profit growth over time

二利润增长能够用数据衡量
2. profitability can be measured in a number of ways

企业管理层可以通过各种战略来提高公司的盈利能力
Managers can increase the profitability of the firm by pursuing strategies

比如：降低成本，增加产品价值
that lower costs or by pursuing strategies that add value to the firm’s products

企业管理层也可以通过各种战略来提高公司的利润增长率
Managers can increase the rate at which the firm’s profits grow over time

比如：扩大现有市场的销量
by pursing strategies to sell more products in existing markets

或者开发新市场
or by pursing strategies to enter new markets

这个时候
At moment

大家会想到我们刚刚讲过的导入案例
we are going to think about

宜家的全球战略
the IKEA case discussed before

企业可以通过提高盈利能力
The way to increase the profitability of a firm is

来创造更多的价值
to create more value

企业创造的价值可以通过
The amount of value a firm creates is generally measured by

消费者对产品在感知价值
the difference between its costs of production

与产品的生产成本之差进行衡量
and the quality that consumers perceive in its products

通常情况下
In general

用户对企业产品的价值评估得越高
the more value customers place on a firm’s products

产品的价格就能定得越高
the higher the price the firm can charge for those products

需要注意的是
It needs to pay attention that

企业对其产品或服务的定价
the price a firm charges for a good or service is

通常低于用户对该产品或服务评估的价值
typically less than the value placed on that good or service by the customer

如果企业为消费者创造更多的价值
If a firm has high profits when it creates more value for its customers

或以更低的成本生产出产品，就能产生更多的利润
and does so at lower cost

我们把降低生产成本的战略称为
We refer to a strategy that focuses primarily on lowering production costs as a

低成本战略
low-cost strategy

把增加产品吸引力的战略称为
We refer to a strategy that focuses primarily on increasing the attractiveness of a product as a

差异化战略
differentiation strategy

低成本和差异化
Low cost and differentiation are two basic strategies for

是创造价值以及在一个产业中获得竞争优势的两个基本战略
creating value an attaining a competitive advantage in an industry

卓越的盈利能力来自能创造卓越价值的企业
Superior profitability goes to those firms that can create superior value

而创造卓越价值的方法或是降低业务的成本
and the way to create superior values to drive down the cost structure of the business

或是以某种方法使产品差异化
or differentiate the product in some way

让消费者感到它有更高价值并愿意为其支付高价
so that consumers value it more and are prepared to pay a premium price

企业明确选择的战略很重要
It is important for a firm

即明确重点是价值创造（差异化）
to be explicit about its choice of strategic emphasis with regard to value creation(differentiation)

还是低成本
and low cost

以及如何构造内部营运机制来支持其战略重点
and to configure its internal operations to support that strategic emphasis

最大盈利能力是战略管理中的核心原则
A central tenet of the basic strategy paradigm is that to maximize its profitability

这一节的内容就是这些，感谢大家的参与
That’s all for this unit and thank you for your participation