“海尔”、“TCL”、“格兰仕”国际化模式比较分析

国内企业国际化之路，日前已有三种模式凸显出来：第一种是以海尔集团为代表的“先难后易”式，海尔集团首先在发达国家的企业竞争中确保市场上的相对优势，然后占领发展中国家市场。第二种是以TCL集团为代表的“先易后难”式，TCL集团首先拓展在地理上接近的发展中国家市场，然后将海外市场的范围扩大到发达国家。第三种是以格兰仕为代表的OEM（贴牌生产）式国际化道路。分析研究“海尔”、“TCL”“格兰仕”的现状及其国际化道路模式，对国内企业“走出去”会有一些启示。

Comparison Analysis on the International Model of Haier,TCL and Galanz

Now there are three models of the international road of national enteprises.The first road is the "first difficult,then easy" road represented by the Haier Group,which firstly ensure its relative advantages in the enterprises' competition in developed countries,then occupy the market of developing countries.The second road is the "first easy,then difficult" road represented by the TCL Group,which firstly develop occupying the market of developing countries nearly,then enlarge the scope of overseas market to the developed countries.The third one is the OEM international road represented by the Galanz Group.Analyzing and researching the situation of Haier,TCL and Galanz,and their international model can bring some enlightenment to domestic enterprises that want to launch international operation.