战略选择在线视频

同学们好
Hello everyone

我是潘雪冬老师
I am Pan xuedong

这节课我们继续学习
Today, we are going to study Unit 4 Choosing a strategy

国际企业战略的第四节 战略选择
Today, we are going to study Unit 4 Choosing a strategy

国际企业的战略选择
The choosing strategy of international firms has been affected by the differences

受到降低成本的压力
in the strength of pressures for cost reductions and local responsiveness

和地区调适压力的强度差异影响
in the strength of pressures for cost reductions and local responsiveness

企业应用以下
Firms typically choose below four main strategic postures when competing internationally

四种基本战略
Firms typically choose below four main strategic postures when competing internationally

在国际环境中竞争
Firms typically choose below four main strategic postures when competing internationally

Firms typically choose below four main strategic postures when competing internationally

一 全球标准化战略
1. global standardization strategy

一 全球标准化战略
2. transnational strategy

二 跨国战略
2. transnational strategy

三 国际战略
3. international strategy

三 国际战略

四 本土化战略
4. localization strategy

这四种战略的使用性
The appropriateness of each strategy varies given

取决于降低成本
The appropriateness of each strategy varies given

取决于降低成本
the extent of pressures for cost reductions and local responsiveness

和地区调适压力的大小
the extent of pressures for cost reductions and local responsiveness

采取全球标准化战略的企业
Firms that purse a global standardization strategy focus on increasing profitability

强调的是提高盈利能力
Firms that purse a global standardization strategy focus on increasing profitability

通过规模经济
By reaping the cost reductions that come from economies of scale

学习效应和区位经济
learning effects and location economies

实现成本的降低
learning effects and location economies

也可以说
That is

采用的是低成本战略
their strategic goal is to purse a low cost strategy

运用全球标准化战略的企业
The production

其生产 营销和研发活动
marketing and R&D activities of firms pursuing a global standardization strategy

都集中于若干个有利的区位
are concentrated in a few favorable locations

在全世界销售标准化的产品
They prefer to market a standardized product worldwide

利用成本优势
and tend to use their cost advantage to support aggressive pricing in world markets

在世界市场上
and tend to use their cost advantage to support aggressive pricing in world markets

使用进攻性的定价策略
and tend to use their cost advantage to support aggressive pricing in world markets

当成本降低的压力强烈
This strategy makes most sense when there are strong pressures

而地区调适压力很低时
for cost reductions and demands for local responsiveness are minimal

这一战略最为有效
for cost reductions and demands for local responsiveness are minimal

本土化战略强调的是
A localization strategy focuses on increasing profitability by customizing the firm’s goods or services

通过改变企业的产品或服务
A localization strategy focuses on increasing profitability by customizing the firm’s goods or services

来增加利润
A localization strategy focuses on increasing profitability by customizing the firm’s goods or services

企业在不同国家的市场上
so that they provide a good match to tastes and preferences in different national markets

提供与消费者兴趣 偏好
so that they provide a good match to tastes and preferences in different national markets

相适应的产品
so that they provide a good match to tastes and preferences in different national markets

当各国消费者的兴趣和偏好差异较大
Localization is most appropriate when there are substantial differences across nations

而降低成本的压力不太高的时候
with regard to consumer tastes and preferences

本土化战略是最合适的战略
where cost pressures are not too intense

与此同时
At the same time

企业仍然要注意控制成本
firms still have to keep an eye on costs

企业追求本土化
Firms pursuing a localization strategy still need to be efficient and

仍然需要做到高效
Firms pursuing a localization strategy still need to be efficient and

只要有可能
whenever possible

就应该通过其全球影响力
to capture some scale economies from their global reach

获得一定的规模经济
to capture some scale economies from their global reach

当企业同时面临
When the firm simultaneously faces both strong cost pressures and strong pressures for local responsiveness

巨大的降低成本压力
When the firm simultaneously faces both strong cost pressures and strong pressures for local responsiveness

和很高的地区调适压力时
When the firm simultaneously faces both strong cost pressures and strong pressures for local responsiveness

答案是采取跨国战略
the answer is to pursue a transnational strategy

在当今的环境下
In today’s environment

竞争异常激烈
competitive conditions are so intense

以至于要在全球市场上生存
firms must do all they can to respond to pressures for cost reductions and local responsiveness to survive

企业必须对成本节约
firms must do all they can to respond to pressures for cost reductions and local responsiveness to survive

和地区调适的压力
firms must do all they can to respond to pressures for cost reductions and local responsiveness to survive

做出反应
firms must do all they can to respond to pressures for cost reductions and local responsiveness to survive

通过使用跨国战略
In essence

同时取得低成本优势
firms that pursue a transnational strategy are trying to simultaneously achieve low costs

产品差异化优势
products differentiation and skills multidirectional flow

和技术的扩大效应
products differentiation and skills multidirectional flow

通过区位经济
through location economies

规模经济和学习效应
economies of scale and learning effects

获得低成本
economies of scale and learning effects

通过在区域市场
Differentiate their product offering across geographic markets to account for local differences

解决地方差异问题
Differentiate their product offering across geographic markets to account for local differences

以实现产品差异化
Differentiate their product offering across geographic markets to account for local differences

通过公司
and foster a multidirectional flow of skills between different subsidiaries in the firm’s global network of operations

在全球运营网络的子公司间
and foster a multidirectional flow of skills between different subsidiaries in the firm’s global network of operations

实施技术流动
and foster a multidirectional flow of skills between different subsidiaries in the firm’s global network of operations

促使技术的扩大效应
and foster a multidirectional flow of skills between different subsidiaries in the firm’s global network of operations

当跨国公司面临成本压力低
When multinational firms find themselves in the fortunate position of being confronted with low cost pressures

而且地区调适压力也低的有利条件
and low pressures for local responsiveness

大多数企业
many firms have pursued an international strategy

采取实施国际战略
many firms have pursued an international strategy

即先为国内市场生产产品
They take products first produced for their domestic market

再根据其他地区的情况稍做改变
They take products first produced for their domestic market

将产品销往世界各地
and sell them internationally with only minimal local customization

这些企业的特点是
The distinguishing feature of many such firms is that they are selling a product that serves universal needs

其产品满足普遍需要
The distinguishing feature of many such firms is that they are selling a product that serves universal needs

不同于实施全球标准化战略的公司
but they do not face significant competitors

他们没有强大的竞争者
thus unlike pursuing a global standardization strategy

没有降低成本的压力
they are not confronted with pressures to reduce cost

国际战略的致命弱点是
The Achilles’ heel of the international strategy is that over time, competitors inevitably emerge

The Achilles’ heel of the international strategy is that over time, competitors inevitably emerge

随着时间的推移
The Achilles’ heel of the international strategy is that over time, competitors inevitably emerge

会出现大量的竞争者
The Achilles’ heel of the international strategy is that over time, competitors inevitably emerge

如果不采取积极的行动
and if managers do not take proactive steps to reduce their firm’s cost structure

去降低成本
and if managers do not take proactive steps to reduce their firm’s cost structure

将很快被高效的全球竞争者超越
it will be rapidly outflanked by efficient global competitors

结合以下的图片
Let’s make a conclusion of Unit 4

我们对这一小节的内容
Let’s make a conclusion of Unit 4

做一个总结
Let’s make a conclusion of Unit 4

当成本降低的压力巨大
The global standardization strategy makes most sense when there are strong pressures

而地区调适压力很低时
The global standardization strategy makes most sense when there are strong pressures

全球标准化战略最为有效
The global standardization strategy makes most sense when there are strong pressures

当地区调适的压力巨大
The localization strategy is most appropriate when there are strong pressures

而降低成本的压力一般或较低时
The localization strategy is most appropriate when there are strong pressures

采取本土化战略最为有效
for local responsiveness and cost pressures are not too intense

当企业同时面临巨大的降低成本的压力
The transnational strategy is most appropriate when the firm simultaneously faces both strong cost pressures

和很高的地区调适压力时
The transnational strategy is most appropriate when the firm simultaneously faces both strong cost pressures

跨国战略是最为有效的
and strong pressures for local responsiveness

当成本压力和地区调适压力
When multinational firms confront with low cost pressures and low pressures for local responsiveness

都较低的时候
When multinational firms confront with low cost pressures and low pressures for local responsiveness

企业采取国际战略最为有效
many firms have pursued an international strategy

这一节的内容就是这些
That’s all for this unit and thank you for your participation

感谢大家的参与
That’s all for this unit and thank you for your participation