国际企业管理-国际企业管理（英文1）

MANAGEMENT OF INTERNATIONAL ENTERPRISE,The form and development of international enterprise Management environment and multi-culture management of international enterprise Strategy management of international enterprise Marketing management of international enterprise Foreign direct investment of international enterprise Production Management and Technology Transfer of International Enterprise,Chapter 1 The form and development of international enterprise The internationalization trend of world economy The internationalization of enterprise operation Enterprise internationalization Signification and basic character of international enterprise,Section 1 the internationalization trend of world economy 一World economy internationalization and its development （一）product internationalization phase： 1860s-1960s （二）capital internationalization phase： 1970s-20 century （三）production internationalization phase： after the second world war,二The internationalization trend of world economy 1. Globalization Three ligament contact world economy： International commercial activity Multinational company International pact and organization,2World economy collectivization、area trend Two main tide of world economy integration ： Company integration Area integration 3 Economic policy has more and more effect on world economy,Section 2 The internationalization of enterprise operation 一、The internationalization of enterprise operation 二、Two angle of view of internationalization Inner angle of view： Extroversion angle of view,三、Three phase of operation internationalization Early phase of multinational operation： The main task is to study The phase of penetration in local market： The main task is to develop The phase of global optimization： Optimize in world range,四、The gradualism of operation internationalization The geography order of enterprise market extend：local market-area market-national market-abroad neighbor market-global marketThe evolvement of enterprise multinational operation The reason of gradualism,Section 3 Enterprise internationalization 一、The internationalization of operation and the internationalization of enterprise 二、 Signification of enterprise internationalization,三、The trend of enterprise internationalization Multinational company has been main force boost world economy integration Internationalization level is very high in developed country Developing country accelerate enterprise internationalization 四The necessity and stringency of Chinese enterprise internationalization,Section 4 Signification and basic character of international enterprise 一Signification Main standard: Operation range Structure Achievement Behavior character,二. the basic character of international enterprise Big scale，competitive Global strategy Intricate enviroment and big risk Control mint capital with a little capital,三The style of international enterprise Parent company；subsidiary；filiale level；vertical；mix nation focus；multi-focus；global focus；area focus,Chapter 2 management environment and multi-culture management of international enterprise Section 1 management environment of international enterprise 一、Signification,二、The structure of enterprise management environment 1、Maro-environment Character and trend of current international economic development International financial environment International organization,2. Middle management environment Science and technology environment Political environment Law environment Nature environment Economic environment Social cultural environment,3. Micro-environment （1）Supplier （2）Franchiser (3) Consumer (4) Competitor (5) Public 三、The character of international enterprise management environment,（1）Micro-environment（2）Supplier （3）Franchiser （4）Consumer （5）Competitor （6）Public,Section 2 Political environment and avoiding political risk 一、The constitute of political environment 1. Political system 2. Nation security and political stability,3. Government encouraging policy for foreign capital Reduce custom Reduce revenue Provide establishment Provide service Allowance and subsidy Monopoly right,4. Government limited policy for foreign capital Employment and management policy of amphitryo Share right policy of amphitryon Territory satisfaction policy Foreign trade balance policy Training policy Research and development policy Income distribution policy Nation security policy,二、Political risk 1. Signification 2. The main content of political risk The risk of nationalization The risk of war The risk of Coup, riot and revolution,3. Affective factor (1) Enterprise external factor： The relationship between country of enterprise and amphitryon Product and industry Operation scale and address Visibility of company Political situation of amphitryon,(2) Enterprise inner factor Enterprise behavior Contribution of enterprise for amphitryon Localization of operation Dependence of subsidiary for parent company,4. The main approach avoiding political risk Get the guarantee of amphitryon in advance Augment the investment rate of local government or enterprise Disperse the investment to different country Employ local person largely Augment export rate Control key technology Augment the rate of loan from amphitryon Augment the purchase of raw material and accessory in amphitryon,Section 3 Culture environment and cultural difference 一、Signification 二、The inscape of culture Language Education Religion Social organization Aesthetics concept Custom Value concept,三、 The cultural difference between country 1. Power distance 2. Avoid for uncertainty 3. Individualism and collectivism 4. Butch and feminization,四、The affect of cultural difference for international enterprise management 1Culture is external environment of international enterprise Afffecting competitive decision and investment decision of enterprise Affecting leading manner in enterprise management Affecting enterprise structure Affecting invigorative content of enterprise,2. Culture could become the inner environment or inner condition of international enterprise 3. Affecting degree of cultural environment for international enterprise mainly relate with its multinational operation degree and function style in activity.,Section 4 Multi-culture management of international enterprise 一Cross-culture Management Cross-culture Management is a rising brink subject that formed and developed in 1970s in America. What it study is how to overcome heterogeneous culture conflict under the condition of cross-culture and go along with effective management. Its object is to design feasible organizational institution and management system, to deploy resource of enterprise rationally in the culture of different style, especially to dig and make use of the potent and value of enterprise Human Resource so as to improve integrated benefit of enterprise in most great degree.,二、Four basic theory of multi-culture management 1Theory of Homeland-center 2Theory of guest country center 3Theory of Global-center 4. Theory of district center,一 Four basic theory o,三、 Difficulty in multi-culture of international enterprise 四、Culture amalgamation of international enterprise The common rule of culture amalgamation Culture selection and culture identify Culture management of international enterprise,Chapter 3 Strategy management of international enterprise Section 1 Strategy management process of international enterprise 一、Identification of enterprise tenet and object Identification of enterprise tenet Identification of object,二、Strategic analysis of enterprise state 1. The analysis of operation environment 2. The analysis of industry 3. The analysis of competitor 4. The analysis of enterprise state,三、Enterprise strategic plan 四、Enterprise strategy implement and control 1. Step of strategy implement 2. The management system of strategy implement,Section 2 the style and character of international competition 一、Industry pressure faced by international enterprise 1Global pressure (1) Abroad boosting factor Free trade Global financial service and capital market The progress communication technology,(2) Industry pressure Common consumer demand Global consumer Global competitor High investment intension The pressure of reducing cost,2. The pressure of localization (1) Pressure from government Trade bulwark Culture difference Nationalism (2) Special pressure of multinational company Organizational resist Traffic difficulty New production technology Just in time,二、The main style and character of international competition 1. Angle of review (1） Angle of competitor (2） Angle of competitive mode,According to the above index, we classify the international competition to four style： u Global market： u Multinational market u Large amount trade market u Home market,2. The character of international competition (1) Global market (2) Multinational market (3) Large amount trade market,Section 3 international enterprise strategy一、Global strategy 1The form of global strategy （1）international strategy： （2）multinational strategy,2. The content of global strategy (1) Global marketing strategy lGlobal brand strategy lGlobal advertisement strategy lGlobal market subdivision strategy lGlobal price strategy (2) Global product strategy,二 Multinational strategy 1The problem of adaptive adjust2Multinational marketing strategy The strategy of product pack difference The strategy of brand difference The strategy of price difference The strategy of promotion difference,三、Selection of global strategy and multinational strategy 1International enterprise strategy has no fixed mode, changing with globalization of department and industry lConsumer globalization lMarket globalization lIndustry globalization lCompetitive globalization,The key successful factor in industry ： Technology Production Promotion Marketing Organization Others,2. Salzburgs strategy selection frame （1) Multinational operation degree of enterprise (2) Globalization degree of industry 3District distributing and global harmony of multinational operation,Section 4 Value chain and international competition 一、The concept and constitute of value chain 二、Strategic tache of value chain 1、Signification 2、Strategic tache and competitive advantage,三、Value chain and competitive strategy 1、Realign value chain （1）Selection of collect and dispersenCollect：collect the activities in one or two country and take competitive advantage by this way In favor of reducing cost In favor of making use of comparable advantage in particular location In favor of harmonizing other activity,n disperse：disperse the activities to some or many counties to overcome disadvantage： In favor of adapting different demand in each market In favor of tak