Shandong's Multinational Enterprises, Strategic Research

Multinational corporations (MNCs) are going to be the leadership of the world economy with the strong developing trend of economy globalization. Since China took part in the WTO, the standard of market access is lowered and more and more MNCs enter the market of China and Shandong province. The national boundaries become faintness in the bloody market competition. It is hard for us to distinguish international competition from domestic competition. Under this circumstance, the enterprises in Shandong province should meet the challenge. As a result, multinational operation has become the subject which Shandong enterprises must pay attention to.Since the reform and opening-up policy more than 20 years ago, Shandong multinational enterprises (SMEs) have obtained certain achievement as well as met a lot of problems, especially in such aspects as multinational operation strategic mode selection, strategy implementation, etc. Under this circumstance, this thesis researches the problems in the field of the multinational operation strategies of SMEs. The purpose of the thesis is to achieve objective and accurate understandings of the current strategic situations of SMEs, based on the studies of the growth and development of SMEs, so as to provide theoretical proof and action instruction for the government's decision-making and the SMEs' further development.The thesis consists of six chapters.The first chapter is the introduction, in which the research background, the relevant definitions, the current researches on this field, the study methods and structure arrangement of the thesis are discussed.In the second chapter, the history and the present situation of SMEs are analyzed. The experiences as well as the existing problems are summed up. What's more, the current strategic situations of SMEs are reviewed.In the third chapter, two cases of multinational operation, including Shandong Ming Group's market entrance strategy, comparison of Haier Group and Glanz Group's brand strategies, are involved. The analysis of these two cases is to obtain an ocular understanding to the current strategic situation of SMEs.In the fourth chapter, with the thought of SWOT, the strategy environment for multinational enterprises is analyzed. By the review of the environment inside and outside the Shandong enterprises, based on the comparison between domestic situation and foreign situation, the advantages as well as the disadvantages of the multinational enterprises and the opportunities as well as the risks are also analyzed.The fifth chapter is the core part of this thesis. With the strategy environment analysis above, the strategy choice suggestions for SMEs are pointedly brought up. The thesis suggests that SMEs should follow the progressive market entrance strategy, differentiation competition strategy, and participate in the international competition with the SMEs' own brand.The sixth chapter gives some strategy implementation countermeasures for SMEs, which mainly discussed from both macroscopic and microcosmic aspects.