目录
1 中国中铁：如何推进国际化进程？——基于中铁国际南非工程公司的战略选择分析........1
2 中国工业互联网新丝路——航天云网商业模式案例分析........................................................ 2
3 开拓新市场铺就新丝路——中国中铁“一带一路”投资分析报告.................................... 5
4 开启品牌农业国际合作新时代——中粮并购来宝农业案例分析............................................ 9
5 跨文化视角下的中国企业“走出去”问题研究——以印尼宝鹰公司为例.......................... 10
6 中国邮政“寄递翼”何以突破“大而不强”困局——基于“一带一路”沿线国家国际速递
业务分析....................................................................................................................................13
7 移动出海，寻“纺”新空间——“一带一路”背景下山东芸祥“走出去”战略研究......16
8 “一带一路”：中国企业的新丝路——以华为公司为例案例分析...................................... 18
9 基于资源与制度交互视角下的跨境电商商业模式的演进研究——以速卖通在俄罗斯为例
.................................................................................................................................................... 20
10 “一带一路”背景下红狮水泥“走出去”区位选择问题研究............................................ 22
11 “一带一路”地区中国家电企业“贸投相长”的发展路径研究——以四川长虹为例....23
12 基于国际商务视角对润兆渔业有限公司(Frosista)对外投资的案例分析.........................25
13 天合光能——“一带一路”国家产能扩张及电站开发案例................................................. 27
14 中国旅游零售业一带一路市场采购渠道拓展：关于中国免税品集团旅游零售食品采购的
案例研究....................................................................................................................................29
15 “一带一路”之中国能源企业赴缅投资研究——以“广东振戎缅甸500 万吨炼油厂项目”
为实例........................................................................................................................................30
16“一带一路”倡议下三一重工走出去之道的优化研究.......................................................... 32
17 一带一路战略背景下我国工程承包企业融资方式研究——以东方电气为例.....................33
18 起风了！迈向新领域——联合能源吉姆普尔风电项目......................................................... 35
19 以红豆企业看中国一带一路背景下纺织服装业价值链升级................................................. 37
20 中国企业如何以一带一路为契机塑造品牌形象——以华为手机为例............................... 39
21 中铁十七局援巴项目案例分析..................................................................................................41
22 一带一路背景下我国跨境电商企业走出去的绩效评价及对策研究——以大龙网为例.....42
23 中国制鞋业投资埃塞俄比亚模式研究——以华坚鞋业企业为例......................................... 43
24 安徽服装进出口公司“一带一路”海外投资案例分析——柬埔寨马氏兄弟制衣有限公司.
.................................................................................................................................................... 44
25 “一带一路”国家投资环境评估与企业选址策略：以中国电建为例................................ 45
26 “一带一路”背景下产能过剩企业的变革之路——基于海螺水泥平凉分公司实地调研的
研究............................................................................................................................................ 47
27 “一带一路”下聚龙集团全产业链投资模式优化研究...................................................... 50
28 TCL 案例分析报告.....................................................................................................................52
29 “一带一路”背景下中国基建企业入欧如何适应“欧洲标准”——以中交集团黑山南北
高速公路项目为例....................................................................................................................53
30 关于北京市宏福建工走出去的案例研究..................................................................................55
31“一带一路”战略下建筑行业新发展——以华西集团投资越南为例.................................. 56
32 中国交通建设股份有限公司埃塞俄比亚Arerti 工业园——谁动了我的原材料？..........57
33 汉欧国际成功的“幕后推手”..................................................................................................59
34“一带一路”背景下的申洲国际海外投资战略分析.............................................................. 60
35 中粮全产业链战略——案例分析.............................................................................................62
36 互联网平台助力中国企业走出去研究——以中国方舟引领巅峰集团开拓印度市场为例63
37 上海建工对“一带一路”沿线国家投资案例研究报告........................................................ 65
38 “‘一带一路’：中国企业的新丝路”................................................................................ 66
39 中国机械进出口（集团）有限公司土耳其高铁项目案——土耳其安卡拉至伊斯坦布尔高
铁二期工程案例分析................................................................................................................67
40 自贡灯贸：民营文化企业走出去的风雨历程........................................................................ 69
41 新思路，新标准——阿里云分析报告.....................................................................................70
42 “一带一路”中国企业的新丝路——以中车长春轨道客车股份有限公司“走出去”为例
.................................................................................................................................................... 72
43 缅甸密松水电站项目为何会搁浅？.........................................................................................74
44 一带一路谋略远，潍柴海外布局广——潍柴集团“一带一路”沿线贸易投资策略分析？
.................................................................................................................................................... 76
45 “一带一路”背景下中国企业面临的机遇、风险及应对策——基于中国远洋运输集团总
公司的案例分析........................................................................................................................78
46 比亚迪汽车的中国梦.................................................................................................................80
47 扬帆远航——山西建筑工程（集团）总公司借“一带一路”推进战略转型....................82
48 一带一路背景下亨通光电走出去路径分析............................................................................ 84
49 中国制造业企业国际化路径：烟台万华并购博苏化学案例分析........................................ 85
50 一带一路企业以PPP 模式参与基础设施建设项目的风险及防范对策分析——以贵州省A
投资公司参与印度项目为例....................................................................................................88
51 “一带一路”列车驶向德国,均胜电子走出创新升级之路.................................................. 91
52 关于中色股份在“一带一路”沿线国家的发展问题研究.................................................... 93
53 “一带一路”战略下，三峡集团“走出去”的形象建设研究——以三峡集团对巴基斯坦
投资项目为例............................................................................................................................95
54 “一带一路”背景下海尔集团对外直接投资案例分析...................................................... 97
55 爱菊集团对哈萨克斯坦直接投资状况分析............................................................................ 99
56 一带一路下，中国企业对外投资的路径研究——以华为为例.......................................... 101
57 中国企业走出去的新探索：中国·印尼经贸合作区——打造两国经贸交流旗舰品牌...104
58 御丝路之风，行多元之路——新疆野马的崛起.................................................................. 105
59 打造一带一路上的绿色明珠——“奇象咖啡”有机生态产业链的国际化延伸之路.......108
60 足迹行遍非洲屋脊...................................................................................................................110
61 成本领先战略视角下跨国企业的柔性供应链研究——以三一重工为例.......................... 112
62 中国民营企业“走出去”进程中的汇率风险问题研究——以大连T 集团为例..............113
63 “一带一路”背景下中国铁建走出去战略研究.................................................................. 115
64 “一带一路”战略下达刚路机海外投资风险剖析与防控研究.......................................... 117
65 中资企业非洲市场对接“一带一路”海外合作——基于海信电器南非对外直接投资案例
研究.......................................................................................................................................... 118
66 三一重工收购德国普茨迈斯特案例分析.............................................................................. 119
67 大风起兮云飞扬，中钢国际志在四方——“一带一路”背景下，中钢国际“走出去”战
略分析...................................................................................................................................... 120
68 “一带一路”：中国企业的新丝路.........................................................................................123
69 基于苏伊士经贸合作区的海外投资分析.............................................................................. 124
70 中国中车股份有限公司案例分析-基于一带一路背景下.................................................... 128
71 民营企业开发境外经济贸易合作区案例研究——以泰中罗勇工业园区为例..................130
72 知识的溢出与扩散： 基于华立集团的经验研究................................................................ 131
73 “一带一路”，中国铁建股份有限公司的新丝路................................................................ 133
74 中国企业在“一带一路”沿线国家投资项目的社会风险管理---以缅甸“莱比塘事件”为
例.............................................................................................................................................. 134
75 一带一路： 洲际股份有限公司的新丝路............................................................................ 135
76 企业对外直接投资的内部影响因素分析——基于金风科技的案例分析........................... 138
77“一带一路”下中国房地产企业国际投资的动因、时机与路径——基于碧桂园企业海外投
资的案例分析..........................................................................................................................140
78 地缘政治视角下M 石油公司在哈投资的探索与实践.......................................................... 141
79 一带一路新思路—以中联重科收购CIFA 为例.................................................................... 143
80“一带一路”：中国企业的新丝路——中钢国际的海外业务案例分析报告......................144
81 “一带一路”战略下我国房地产企业国际化研究——以万达印度产业新城为例..........145
82 利益相关者视角下碧桂园森林城市项目投资经验与启示.................................................. 147
83 民营企业开展海外工程承包的风险因素研究——基于大连西姆集团承接俄罗斯铜业公
司工程项目的案例分析..........................................................................................................148
84 一带一路下中国中车走出去分析...........................................................................................150
85 “借丝绸之路，撷他山之石”——基于SWOT 和PEST 模型分析J 公司收购M 矿业公司....
.................................................................................................................................................. 152
86 中国万宝矿业公司缅甸莱比塘铜矿项目案例分析.............................................................. 154
87 “一带一路”背景下国际物流企业的海外布局——基于天津海铁联捷物流有限公司的调
研.............................................................................................................................................. 155
88 国际化之路：锦程国际物流集团在泰国的价值链整合...................................................... 157
89 闪耀“一带一路”的钻石——瓜达尔港重新开航.............................................................. 159
90 “一带一路”战略下的海尔国际化发展现状研究分析...................................................... 161
91 北部湾港务集团的新丝路.......................................................................................................162
92 一带一路背景下我国能源企业走出去战略与风险研究——以中石化为例....................... 163
93 中巴QAAP 纺织服装园区投资评价案例研究......................................................................... 164
94 中国工商银行新加坡分行案例研究报告——基于2013-2016 创新性业务发展分析.......165
95 中国“走出去”企业的战略选择——以中国交通建设股份有限公司为例....................... 167
96 中国建筑工程有限公司走出去案例分析——基于“一带一路”视角............................... 169
97 中国铁建国际化研究——以安伊高铁为例........................................................................... 171
98 “国内升级”VS“海外投资”——湖北R 公司的国际化经营战略选择.......................... 173
99 中国移动“新丝路”——牵手计划........................................................................................174
100 YCZB 对“一带一路”沿线国家投资案例研究报告........................................................... 175
101 从印度到新丝路——锦程物流的国际化探索..................................................................... 176
102 旅游企业“走出去”案例分析——以锦江国际并购法国卢浮为例................................. 178
103 跨国并购助力中国企业走出去——中国华信的海外之路................................................. 180
104 一带一路背景下中国企业“走出去”问题及对策分析——基于重庆祥飞集团丝绸出口印
度的案例分析..........................................................................................................................181
105 国际经营中产品创新的案例分析..........................................................................................182
106 收购波兰HSW 事业部:柳工抢占“一带一路”先机........................................................... 184
107 华为“走出去”的问题探索及经验总结——以华为在印度的投资为例......................... 186
1
1 中国中铁：如何推进国际化进程？——基于中铁国际南非工程公司
的战略选择分析
王玥1 陈熙照2 齐彤1 郭仲卿1 周雁翎1
（单位：1.上海财经大学2.西南财经大学）
本文以中铁国际南非工程公司为例，运用市场矩阵分析、PEST 分析和钻石
模型等方法，对一带一路大环境下中国中铁股份有限公司如何维护原有国际市场、
加深国际化进行分析，提出了外包、纵向战略联盟和本土化三大具体战略措施，
并运用经济学理论模型依次对其进行了可行性分析。
CREC: How to Deepen its Internationalization Level?
——Analysis Based China Railway International Engineering
Company South Africa by Strategic Selective Model
Yue Wang1 XiZhao Chen2 Tong Qi1
ZhongQing Guo1 YanLing Zhou1
Institution: 1. Shanghai University of Finance and Economics.
2. Southwestern University of Finance and Economics
The paper discussed the strategies for China Railway Engineering Corporation
under the circumstances of “The Belt and Road” (B&R) to deepen its
internationalization level based China Railway International Engineering Company
South Africa. We came up with three concrete strategies consisting of outsourcing,
vertical strategic alliance localization by using market matrix analysis, PEST model
diamond model. Besides, we did feasibility analysis to the three strategies by
economic models.
2
2 中国工业互联网新丝路——航天云网商业模式案例分析
朱昱霖赵鲁南屈涛刘洋宋晨曦
（单位：辽宁大学）
2015 年6 月15 日，作为中央直接管理的国有特大型高科技企业，航天科工
积极响应国家“中国制造2025”、“互联网+”、“大众创业、万众创新”等战
略部署,凭借专业领域的技术优势，主动适应互联网经济发展新要求，在新一轮
产业革命来临之际倾力打造了以“智慧云制造”为核心，以“互联网+智能制造”
为主题，提供全方位综合型生产性服务的中国首个工业互联网平台——航天云网，
推动制造业从独立封闭配置资源向云端开放配置资源转变。为支撑国家“一带一
路”战略，2015 年12 月25 日航天云网国际版正式上线，旨在帮助中国企业走
出去，把国外优质资源引进来，实现“企业有组织、资源无国界”的生产资源全
球配置。
本文选取航天云网作为案例载体，通过企业相关背景介绍，企业所面临的宏
观挑战与机遇，企业运营能力评估分析，基于模糊综合评价法以及AHP 层次分
析法的商业模式分析等共计四大部分对仅仅运营不到两年的航天云网进行综合
性分析。第一章首先对航天科工、航天云网及其国际版的功能、经营方式、发展
历程和发展现状作了介绍；在第二章运用PEST 分析法，以宏观视角对航天云网
布局“一带一路”运行过程中的政策、经济、社会文化和技术等因素存在的问题
进行了分析；在第三章中，结合第二章的宏观方向问题，对航天云网的市场定位
与其竞争力层面进行了具体分析；在第四章中，通过前两个章节的分析，以及商
业模式的定义，采用对航天科工集团内部专家及工作人员调查问卷的方式，集中
采集了围绕航天云网本身的一系列指标，对航天云网现有的商业模式，通过模糊
综合评价法以及AHP 层次分析方法进行定量分析。最后，通过各章节对航天云
网的分析得出，作为中国工业互联网的先锋企业，航天云网在布局“一带一路”
的过程中，要认识到沿线各国信息化水平的差异性，跨过“数字鸿沟”，打造“数
字丝路”；不能盲目效仿欧美等发达国家工业互联网模式，应打造符合中国国情
的具有中国特色的工业互联网；从技术、人员、管理、体制等多方面严格维护工
业互联网的安全；加大力度开拓市场，提升品牌国际知名度，建立良好口碑；提
高外部资源利用率，加强资源整合，提高平台专业化水平；加强对母公司航天科
工集团的资源和渠道优势的利用；以优化平台功能，提高开发、共享资源的能力，
创造更加优秀的财务管理为中心对商业模式进行进一步的改造。
3
Chinese Industrial Internet’s New Belt and Road——Case Study of
Business Model of CASI Cloud
YuLin Zhu LuNan Zhao Tao Qv Yang Liu ChenXi Song
Institution: LiaoNing University
Brief Introduction of Chinese Industrial Internet’s New Belt and Road — Case
Study of Business Model of CASI Cloud
On June 15, 2015, as a large-scale state-owned high-tech enterprise directly
managed by the Central Government, China Aerospace Science Industry Corporation
(CASIC) built Chinese first industrial Internet platform—CASI Cloud around the core
of Smart Cloud Manufacturing, in response to the national strategies Made China
2025, Internet Plus, Popular Entrepreneurship Innovation. In a new round of industrial
revolution, CASI Cloud facilitate the resources allocation of manufacturing to an
opened cloud model independent closed model, adapting Chinese manufacturing to
the new developing Internet economy. On December 25, 2015, CASI Cloud
International is launched. It is designed to help Chinese enterprises go out introduce
foreign resources of high-quality in, so as to achieve global production resources
allocation with the concept of Enterprise Organized, Resources without Borders.
In this article, we will choose CASI Cloud as the case to study. The
comprehensive analysis of CASI Cloud is based the background, the
macro-environment’s challenges opportunities, analysis of CASI Cloud’s operating
ability, the most important one, the analysis of business model with Fuzzy
Comprehensive Evaluation the AHP method. Chapter one will introduce the whole
situation of CASI Cloud, including its parent company, the international version’s
function, the path of its own growth the status quo of it. Chapter two will use PEST
method to analyze the factors of policy, economy, social culture, technology. Chapter
three will be based the micro-environment’s situation also the content Chapter three.
The specific part will be the allocation of the market the competitiveness Chapter
three. In Chapter four, the quantitative analysis of business model of CASI Cloud are
adopted. The data was collected by questionnaire, targeting at the employees CASI
Cloud its parent company. The Fuzzy Comprehensive Evaluation the AHP method are
used to analyze assess the business model of CASI Cloud. Finally, through the
analysis each part, the conclusion is that, the layout of the Belt and Road, CASI Cloud
should highly concentrate the informationization level differentiation among countries
4
along the Belt and Road build Digital Silk Road to across Digital Divide. Build the
industrial Internet with Chinese characteristics conforming to the situation china, not
blindly copying the foreign model. Strictly maintain the security of industrial Internet
aspects of technology, stuff, management, institution. What’s more, we should expand
market promote the brand to build a good image of our company. By enhancing the
use ratio of resources the integration, we can improve the professional level of
platform the advantages of parent company’s resources channels, so that we can
optimize the function of platform the ability to develop share, to create a better
financial management for further construction of the business mode.
5
3 开拓新市场铺就新丝路——中国中铁“一带一路”投资分析报告
孟逸雯何思娜温馨吴倩汪导国温珍垠
（单位：上海财经大学）
本文以中国中铁股份有限公司（下称“中国中铁”）为例，分析、报告了该
企业在“一带一路”沿线的对外投资历程，具有代表性地展示了我国企业“走出
去”过程中的基本状况、所面临的主要问题以及相应的对策和经验。全内容安排
如下：
第一章为宏观背景介绍。本章结合了相关统计数据和图表，对“一带一路”
提出的背景、动机、意义，以及近年来我国在“一带一路”沿线对外直接投资的
规模、结构、发展阶段等宏观环境作了简要介绍。
第二章为企业背景介绍和海外投资状况。本章首先对中国中铁的基本情况作了简
要介绍，主要包括公司的总体规模、行业地位、核心业务范畴、全球化发展战略
规划等内容；其次，2.3 节重点分析了中国中铁在“一带一路”沿线的对外投资
过程，梳理了“一带一路”战略提出前后至今该企业的主要投资的工程和项目，
并对各个项目的背景、主要内容、项目结果和现状作了简要分析。
第三章和第四章为两个详尽的案例分析。两章分别选取了中国中铁具有代表
性的委内瑞拉高铁项目（案例一）和泛亚高铁项目（案例二）为案例进行了一系
列分析。案例一首先介绍了项目的总体概况，包括东道国的基本经济背景、项目
形成的背景和过程，以及在两国政府框架下项目最终达成的主要内容；3.2 节主
要介绍了项目的前期工作安排和计划的实施进程，包括项目细节的协商谈判、具
体的工作内容安排、项目调查和设计、项目管理和运营体制、项目融资等内容；
3.3 节描述了项目的实际进程和现状，详细介绍了该项目开工后的施工进程，以
及由于委方无力支付工程款而接连受挫并最终“烂尾”的具体过程；最后3.4 节
对项目进行了整体评价和分析，并着重从产品定位、国际化投资策略和风险管理
三个角度深入解剖了项目“烂尾”的成因。类似的，案例二首先对该项目的背景、
主要内容、实施进程和主要成果作了详细的介绍，并在此基础上主要从风险评估
与管理的角度对该项目整体进行了深入的分析和评价。
第五章为海外投资项目的整体评价和分析。本章基于理论和经验角度从整体
上对中国中铁在“一带一路”沿线投资的经历、路径、策略、环境等方面进行了
详细的分析和评价，主要包括以下三部分：1、案例比较分析，通过对案例一与
案例二的深入比较分析，总结企业在不同类型的国家、市场、环境和风险条件下
对外投资的差异、经验以及应对措施；2、理论分析与评价，结合国际商务中的
经典理论—Uppsala 模型评价了中国中铁的国际化进程，结果表明当前其仍然处
6
于国际化的初始阶段即知识积累阶段，在此基础上本文提出了相应的措施以促进
中国中铁的国际化进程；3、影响因子分析，综合前文的分析和介绍，系统、综
合地梳理了企业海外投资的主要影响因素和潜在的风险点，为企业把握海外投资
的关键点、评估投资项目的可行性与风险、优化国际化投资策略与路径提供了一
定的参考。
第六章为经验总结与对策措施。本章在前面章节的基础上，从风险识别与管
理、项目评估与实施、项目融资与安排、资源整合与利用、企业融合与发展等维
度系统总结了中国中铁“一带一路”对外投资的主要经验与教训，并提出了有针
对性的措施以应对“走出去”过程中可能遇到的风险和挑战，帮助企业在国际化
道路上越走越远、越走越宽。
Developing New Markets, Paving the New Silk Road.
——Investment Analysis Report of CREC
YiWen Meng SiNa He Xin Wen Qian Wu DaoGuo Wang ZhenYin Wen
Institution: Shanghai University of Finance and Economics.
Our paper focusesthe research of China Railway Corporation (CREC) with
analysis report of the foreign investment process when enterprises promoting the
strategy of “the Belt and Road” mainly presents basic situation of how the
representative corporation “going out”, major problems corresponding counter
measures experiences. The article reads as follows:
The first chapter is introduction of background. Combined the relevant statistical
data and graphs, this chapter gives a brief introduction to the background, motivation
significance of ”the Belt and Road”,also the basic situation of the scale development
stage of China’s foreign direct investment recent years.
The second chapter introduces the background of the enterprisethe overseas
investment situation. Firstly, this part illustrates the basic situation of CREC,
including the scale of the company, the status of the industry, the core business
category, the strategic planning of global development so on. Secondly, we focusthe
analysis of foreign investment of CREC along “the Belt and Road”. This part reviews
the brief projects invested by CREC since the strategy of “the Belt and Road” was
proposed briefly analyzes the background, contents, results current situation of each
project.
7
Chapter 3 Chapter 4 are two detailed case studies. The two chapters ed the
representative Venezuelan high-speed rail project (case one) the Trans-Asian
high-speed rail project (case two) for a series of analyzes. Case 1 firstly presents the
overview of the project, including the basic economic background of the host country,
the background formation of projectthe content of projected which is finally achieved
under the framework of the two governments. Section 3.2 introduces the preliminary
arrangements for workthe implementation process of plans, including the details of
the project negotiations, the specific arrangements, project investigation design,
project management operating system, project funds, etc. Section 3.3 describes the
actual process status of the project, details of the project the construction schedule
starting operation, as well as the specific situation of finally “unfinished” consequence
which was due to Venezuelan was unable to pay for the construction. The last 3.4
provides the overall evaluation of the project, analyzes the cause of failure according
to product positioning, international investment strategy risk management. Similarly,
case 2 describes the project background, the main content, the implementation
processthe main resultsdetail, after that, makes in-depth analysis valuation the
perspective of risk assessment management.
Chapter 5 concludes the overall evaluation analysis of foreign investment
projects of CREC. Basedthe theory experience, this chapter illustrates the experience,
path, strategy environment of CREC investingthe along countries, including the
following three parts: (1) Case comparison. This part summarizes the differences,
experiences counter measures of foreign investment different types of countries,
markets, environment risk conditions. (2) Theoretical analysis evaluation. Combined
with the classical theory of international business, the Uppsala model, this part
explains the internationalization of CREC. The results show that it is stillthe initial
stage of internationalization, that is, the stage of knowledge accumulation. According
to this conclusion, we put forward corresponding measures to promote the
internationalization of CREC. (3) Impact factors analysis. We summarize the main
impact factors potential risks of foreign investment combining with the previous
analysis introduction which is significant for enterprises to grasp the investment
opportunity, assess the feasibility risks provide paradigms for improving international
investment strategy.
Chapter 6 includes the summary of the experiences counter measures. Based the
previous chapters, this part analyzes the experiences of CREC's foreign investment
8
many aspects, which include risk management, project evaluation, project financing,
resource allocation enterprise development. What’s more, faced with the potential
risks challenges the process of internationalization, we put forward corresponding
measures order to help enterprises improve their international investment strategy.
9
4 开启品牌农业国际合作新时代——中粮并购来宝农业案例分析
单朝冉1 黄皓钰1 刘林萱子2 周爱炯2
（单位：1. 江西财经大学2. 北京交通大学）
“一带一路”国家战略提出以来，伴随着各项配套政策的出台，我国企业对
外投资金额和数量都呈现出迅猛增长的态势。同时，在人民币贬值的预期下，通
过海外并购的方式迅速抢占海外资源也成为了一些企业的重要策略，开启了中国
企业海外并购的黄金时代。据此，我们选取了创下中国粮油行业海外并购史上之
最的中粮集团并购新加坡来宝农业案例进行剖析。本文通过运用PEST 模型、波
特五力模型、大战略矩阵等分别对此次并购的外部和内部环境进行分析，并探讨
了中粮集团并购来宝农业的动因和方式及并购后的成效，从企业、行业和国家的
角度为我国企业的对外投资提供借鉴意义。
Open the New Era of International Cooperation Agricultural
Brand— COFCO Merged and Acquired Noble Agriculture Case
Analysis
ZhaoRan Shan1 HaoYu Huang1 LinXuanZi Liu 2 AiJiong Zhou2
Institution: 1. Shanghai University of Finance and Economics.
2. Beijing Jiaotong University
Since the propose of The Belt and Road national strategy, along with the
supporting policies, Chinese enterprises overseas’ investment amount quantity are
showing a rapid growth trend. At the same time, the devaluation of RMB is expected,
by way of overseas’ mergers acquisitions to quickly seize overseas resources has
become an important strategy for some enterprises, opened the golden age of Chinese
enterprises overseas’ mergers acquisitions. Accordingly, we choosed a famous
company Chinese grain oil industries, COFCO, merged acquired case analysis of
Singapore Noble Agriculture. This paper uses the PEST model, Potter's five forces
model, grand strategy matrix to analyze the “A of external internal environment,
discusses the causes ways of “A of COFCO Noble Agriculture “A results the
enterprise, industry national perspective to provide reference for foreign investment
enterprises China.
10
5 跨文化视角下的中国企业“走出去”问题研究——以印尼宝鹰公司
为例
张雷冯颖茵刘烨林泽亮高博易翠
（单位：广东外语外贸大学）
近年来越来越多有实力的中国企业实施“走出去”战略，到海外进行投资。
随着中国企业对外投资规模不断扩大，其在投资过程中所遇到的问题与风险也日
益凸显，文化差异就是其中一个问题产生的原因。由于中外文化的差异，对外投
资过程中所产生的冲突、误解和偏见时有发生，因忽视文化差异以及其产生的问
题而导致投资失败的案例屡见不鲜。因此在文化因素影响越来越突出以及“一带
一路”倡议不断推进的未来，为了能让中国企业更好地“走出去”，我们就需要
基于跨文化的视角，回答以下几个问题：中国企业在对外投资的过程中是否会受
到文化差异与冲突的影响？在文化差异与冲突不可避免的情况下，中国企业将会
面临哪些跨文化领域内的问题？通过跨文化视角下的分析，产生这些问题的原因
是什么？针对这些跨文化领域的问题，中国企业能有什么样的应对措施？一些企
业的经验能带给其他中国企业什么启示？
为了解答上述问题，我们选取了印尼宝鹰公司作为我们的案例分析对象，她
是我国建筑装饰行业的领先企业——深圳宝鹰集团与印尼熊氏集团在印尼合资
设立的中印合资公司。本报告基于国际商务领域中的跨文化视角，综合运用文献
研究法、深度访谈法以及案例分析法，发现印尼宝鹰公司将会面临来自中印在宗
教文化、价值观念、思维方式、政治制度文化等层面存在的差异，并且这些差异
将会给印尼宝鹰公司带来更高的管理难度、负面的社会影响与评价、挑战性更高
的公司决策模式、激励制度以及人力资源管理制度等问题；其次，我们运用了霍
夫斯泰德国家文化模型等理论找出问题的原因所在，根据分析提出加强公司内部
的跨文化培训、组建高效能的跨文化管理团队、构建有共同价值观的企业文化以
及建立符合印尼员工特点的多样化薪酬制度等相关对策建议；然后，我们从战略、
产品技术、目标市场以及财务情况四个层面对对策建议进行可行性分析。
最后，通过印尼宝鹰公司这一案例，我们总结出科学有效的跨文化管理必不
可少、文化差异和冲突不可忽视等相关的启示和经验，希望能通过印尼宝鹰公司
的案例分析以及总结出的经验为中国企业解决上述问题及其未来实施“走出去”
战略提供有益的借鉴。
11
The research confronting problems of Chinese companies' going
globalthe cross-cultural perspective——A case of Bauing Indonesia
Lei Zhang YingYin Feng Ye Liu ZeLiang Lin Bo Gao Cui Yi
Institution: Guangdong University of Foreign Studies.
In recent years, an increasing number of powerful Chinese enterprises have
invested overseas by conducting the “Go Global” strategy. The larger scale of
overseas investment is, the more transparent problems and risks will appear on the
investing process. Cultural difference is one of the reasons or causes for these
problems. It is not rare to see conflicts, misunderstanding and biases during the going
global process owing to the cultural differences between China and the foreign
countries. Ignoring cultural differences and the problems generated by culture
differences, it frequently leads to an investment failure in real business world.
Therefore, in the future when influence of cultural factors becomes more and more
prominent and the Belt and Road Initiative is push forward step by step, to make the
Chinese companies going global a success, it' s high time for us to answer the
following questions via cross-cultural vision: During the process of overseas
investment, will cultural differences or conflicts have an influence on Chinese
companies? If so, what kind of cross-cultural problems will occur to these companies?
By analysis through a cross-cultural vision, could we find out the root of these
problems? How do Chinese companies react to the problems brought by cross-culture
area? Is there any extracted experience or revelation for other Chinese companies as a
reference?
To answer the questions above, we choose the PT.Bauing Construction Indonesia
as our case study object. PT.Bauing Construction Indonesia is a Chinese-Indonesian
joint-venture enterprise set up jointly by Bauing Group which is a leading enterprise
in architectural ornament industry in China and PT.SIOENGS GROUP in Indonesia.
Firstly, based on the cross-cultural vision in the field of International Business, with
comprehensive use of literature studying, in-depth interview and case studying
methods, this report points out the coming differences the PT.Bauing Construction
Indonesia faces among layers of religious culture, concept of value, culture of
political institution etc. Moreover, all of these differences would make tougher
management, lay negative influence evaluation the society, challenge the present
mode of decision-making, incentive mechanism and human resources managerial
12
institution etc. Secondly, theories and models like Hofstede national culture model
have been used to find out the root of the problems. According to the analysis, we put
forward suggestion such as enhancing corporate internal cross-culture training,
building cross-cultural managerial teams with high efficiency, construct corporate
culturea common value basisset up dynamic payment system suited for the Indonesian
staff. Thirdly, we evaluate the feasibility of the suggestion through four layers——
strategies, product technique, target market financial condition.
In conclusion, it's of great necessity for Chinese companies to cultivate effective
cross-cultural management, pay more attention cultural difference conflicts adopt
other effective measures to deal with culture differences conflicts by studying the case
of the PT.Bauing Construction Indonesia. We expect that this report of study
PT.Bauing Construction Indonesia can not only bring solution for Chinese enterprises
to solve the questions above, but also offer them substantial reference when
conducting the “Go Global” strategyit’s the priority of our study.
13
6 中国邮政“寄递翼”何以突破“大而不强”困局——基于“一带一
路”沿线国家国际速递业务分析
高璐李双双王潇潇熊健赵美玲王晓燕
（单位：中央财经大学）
“一带一路”战略旨在构建以我国为核心的陆海双向国际辐射空间布局，积
极打造陆海运输通道，这无疑将物流业摆在突出的战略位置优先发展。加之跨境
电商的发展和沿线庞大经济体与人口总量，潜在释放量体空前的物流需求，为我
国物流企业“走出去”带来巨大商机。
在此战略东风下，中国邮政集团公司（简称“中国邮政”）作为物流业的“国
家队”，是国内最早走出去的物流企业，积累的海外运作经验丰富，且布局初具
规模，其新推出的“一体两翼”战略更加速推动国际速递业务与“一带一路”、
“互联网+”等国家战略相契合。但是，中国邮政也存在业内企业“大而不强”
的通病，具备案例代表性与典型性。因此，本课题对中国邮政进行典例剖析，内
容包括邮政国际速递业务的竞争优势、沿线布局策略、目标市场定位、内部短板、
蓝图构想及可行性分析等，以此研究“一带一路”战略下，国内物流企业如何实
现“一带一路”沿线市场的战略布局？能否借此契机破解“大而不强”难题，以
及如何破解？以期为顺丰、中通及其他国内物流企业在“一带一路”战略下走出
去提供些许经验与借鉴。
通过分析，我们发现中国邮政可以定位于前景广阔的跨境电商物流市场，利
用自身在所有权、内部化、区位等方面的优势，结合目前已有的市场布局，根据
“一带一路”沿线目标市场的特点，构建未来发展蓝图，如：创新配送方案解决
“最后一公里”问题，加强科技实力，抢先布局5G 物联网，紧随跨境电商，打
造“互联网+国际电商”综合服务平台，发挥区位优势，开发多个国内窗口对接
沿线市场，建立分区制国际速递业务运营机制。最后，我们从资金保障，经验支
持，已有基础和特殊区位等方面对蓝图进行可行性分析，增强本案例分析的可行
性与实践意义，即是针对中国邮政克服“大而不强”难题，更好布局一带一路沿
线国家的方案；又具备普适性，为国内其他物流企业“走出去”供以启示。
14
How does China Post’s “Delivery Wing” Break the “Big but Not
Strong” Dilemma——with the analysis of international express
service along “ the Belt and Road”
Lu Gao ShuangShuang Li XiaoXiao Wang
Jian Xiong MeiLing Zhao XiaoYan Wang
Institution: Central University of Finance and Economics.
The Belt and Road” strategy is intended to build land and sea two-way
international radiation space layout and try to build up a transport channel between
sea and land, which will undoubtedly give priority to the development of logistics
industry. In addition, the development of cross-border e-commercethe surrounding
large economies population release unprecedented potential logistics demand, which
brings great opportunities for Chinese logistics enterprises “going out”.
Under this strategy, as “national team” of the logistics industry, China Post
Group LTD (hereinafter referred to “China Post”) is the earliest domestic logistics
enterprises to go out. It accumulates a wealth of overseas operational experiencethe
layout begins to take shape. It recently introduced “one body and two wings” strategy
which accelerated the conjunction between EMS “the Belt and Road””Internet
+”other national strategy. However, China Post has the common problem of “big but
not strong” enterprises of logistics industry, which is representative typical.
Therefore,this case, we analyze China Post profoundly, including the competitive
advantages of EMS, the layout strategy, target market orientation, internal short board,
the blue print ideas feasibility analysis, etc. Our research attempts to explore how
domestic logistics enterprises implement the market strategic layout under the
strategy of “the Belt and Road, whether China Post can take this opportunity to solve
the “big but not strong problem how to do it. We hope to provide valuable experience
for reference to SF, ZTO other domestic logistics enterprises to go out under the
strategy of “the Belt and Road”.
Through the analysis, we found that China Post can locate promising
cross-border e-commerce logistics market. It can make full use of its advantages of
ownership, internalizationlocation, combing the existing market layout, build a
blueprint for the future development according to the characteristics of “the Belt and
Road” along the target market. For instance, it can provide the innovative distribution
15
solutions to solve” the last kilometer” problem strengthen the capability of science
and technology. It can also layout 5G first, create “Internet + international
e-commerce” integrated services platform with the following of cross-border
e-commerce. In addition, China Post can give full play to the advantages of the
location, construct multiple windows docking the domestic market establish zoning
EMS operation mechanism. Finally, after giving feasible analysis of the capital
security, experience support, the existing foundation the special location, the
feasibility the practical significance of this case has been enhanced greatly. It is not
only aimed at overcoming the “big but not strong” problem of China Postbetter
deploying the countries along “the Belt and Road”, but also providing enlightenment
for other domestic logistics enterprises “going out”.
16
7 移动出海，寻“纺”新空间——“一带一路”背景下山东芸祥“走
出去”战略研究
陈健付凯魏航张艳新张文博高凯
（单位：辽宁大学）
曾经，山东芸祥绣品年产值达10 亿元；公司所获荣誉，大大小小的多达百
余项；产品远销欧美等发达国家，在中国纺织行业占有一席之地。而如今，在外
部市场冲击和内部成本上升的背景下，企业经营每况愈下，年产值降幅超50。
本文在充分考虑企业对外投资与发展的前提下，结合一带一路政策及相关国际商
务理论和数据分析，提出有针对性的对外投资方案:“进军乌兹别克斯坦”，找
到纺织行业的新空间，致力于将企业从困境中拉出，在拿到更多市场份额的同时，
实现企业的海外布局。
研究报告主要分为七个部分，第一章主要对整篇报告的研究内容、方式及意
义作了简单说明；第二章为企业概况，对公司的现状和产品及报告格局进行概要
说明；第三章介绍中国纺织业在一带一路下的现状，及行业发展优劣势分析；第
四章是对芸祥公司实施出海战略的思考，包括对前期公司没有走出去的分析、一
带一路给企业带来哪些机遇与挑战、企业如何走出去及未来可能面临的问题，对
企业真正实施“走出去”作了一个全方位的思考；第五章则站在理论和数据层面
对芸祥“移动出海”进行系统的分析，并借用投资诱发要素组合等理论确定芸祥
“走出去”的理想区位，具体分析了该区位的可行性及优势；第六章是针对芸祥
设计出一个具体的“出海”方案，作为全篇报告的点睛之笔，我们从前期的投资
预算到市场细分再到进一步扩大市场份额，投身其他领域都做了一个详细的规划；
报告的末章则是全文的一个总结，总结芸祥如何抓住“一带一路”机遇，从低谷
期走出，重新找回纺织行业的领头地位，进而为我国其他制造行业提供借鉴性经
验。
To Move Out, To Find New Space——Research On The Strategy of
Outbound Investment under “The Belt and Road” by Shan Dong
Yun Xiang
JianChen Kai Fu Hang Wei YanXin Zhang WenBo Zhang Kai Gao
Institution: Liaoning University.
17
Once, its annual output value more than 1 billion yuan, obtaining hundreds
of honors, products are exported well to Europe, the United Statesother developed
countries, it deserved to took a place China's textile industry. But now, under the
background of external market shocks internal rising costs, the business is going
from bad to worse annual production decline by more than 50. That’s Shandong Yun
Xiang embroidery co., LTD.
Basedfully considering the prospect of investment abroadthe development of
enterprise, combined with “”the Belt and Road” strategy, relevant theories of
international business data analysis. This report put forward targeted foreign
investment plans : Move Into Uzbekistan,help Yun Xiang find new space of the
textile industry, committing to get more market share accelerate abroad layout while
getting out of trouble.
This study is mainly divided seven parts, the first chapter mainly introduce the
contents, methods significance of the whole report; second chapter is introduction, to
outline the present situation of the company product report’s pattern; the third chapter
introduces “the Belt and Road” strategy current China's textile industry, including
the analysis of the advantages disadvantages the industry development; the fourth
chapter is a reflection of outbound investment strategy for Yun Xiang, consist of the
analysis of why company not push offshoring strategies early, what opportunities
challenges the “the Belt and Road” bring to the enterprise, how to “move out”the
problem,the future, may face. And this segment truly makes a comprehensive
thinking for Yun Xiang’s overseas strategy; next, chapter five is a system analysis for
“moving”, it determines the ideal location through some theories such as Inductive
Factors Combination of Investment, etc. Then it analyzes the feasibility advantages of
the position; as the best line of this report, the sixth chapter works out a specific
scheme of overseas investment, aimed at Shandong Yun Xiang, the early investment
budget market segmentation to further expand the market share invest other fields.
Finally, the end chapter is a summary of the whole report, summarizing the way
how to seize the opportunity under “the Belt and Road” strategy and regain the
leading position of the textile industry, then provides the model experience for other
manufacturies.
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8 “一带一路”：中国企业的新丝路——以华为公司为例案例分析
乔木席钰璇李鑫唐君宇王悦周桃姐
（单位：北京第二外国语学院）
本文以华为公司在国际化进程中所创造的成功经验及所遇到的问题为例，分
析我国企业在国际化进程中的发展方向，着重分析了在目前国家“一带一路”大
背景下企业发展的新机遇和新的可能，为企业进一步“走出去”提供建设性的指
导意见。文章重点分析了华为公司在俄罗斯、英国、印度以及“新丝绸之路”沿
线国家的对外投资过程，参考了华为公司的年报数据以及其他可得性数据进行具
体阐述，并采用了SWOT 分析法的研究方法，分析了华为公司在这些国家进行
对外投资中所具有的优势与劣势、面临的机遇与挑战。最后，本文在结合国家“一
带一路”政策的基础上，对我国企业“走出去”过程提出了市场战略、进入时机、
如何建立竞争优势等多方面的建议，具有较高的实践参考性。
本文参阅了较多关于华为公司发展的分析，并基于目前可得的相关数据进行
了相关的论证性分析。文章的创新点在于与国家的“一带一路”政策有较多的结
合，得出了企业战略与国家政策双向推动螺旋式发展的建议，并且在分析了具体
案例的基础上依据SWOT 分析法结合具体数据进行了一定的实践分析。本文的
不足之处在于在信息获取、非公开数据获得等方面仍存在一定的改进空间，如有
机会我们将会对其进行更为完整的分析与阐述。
The Belt and Road Initiatives: The New Silk Road for Chinese
Enterprises——A Case Analysis of Huawei Company
Mu Qiao YuXuan Xi Xin Li JunYu Tang Yue Wang TaoJie Zhou
Institution: Beijing International Studies University.
In this thesis, we take Huawei as an example. Basedits successful experiences
problems encountered, we analyze the developing direction of Chinese enterprisesthe
process of internationalization. We lay a stressthe new possibilities that enterprises
may come under the background of the Belt and Road Initiative, provide constructive
guidance for enterprises their further going global. This thesis focuses outbound
investing process of Huawei Russia, Britain, India, other countries of the New Silk
Road. We refer to Huawei’s annual reports other available data for specific, adopt the
method of SWOT analysis method, analyzing the strengths and weaknesses of
19
Huawei the opportunities threatens facing Huawei. Ultimately, based the Belt and
Road Initiative policy, we put forward some suggestions marking strategy, entry
timing, ways of building competitive advantages, which is practically referential.
In this paper, we refer to several analysis of the development of Huawei
Company, we have carried the demonstration analysis based the relevant data
available. The innovation of the paper is the combination with the Belt and Road
policy, coming to the conclusion to promote two-way spiral development between the
enterprise strategythe national policy. Based the analysis of the specific cases, we
carried out some practical analysis with specific data with the method of SWOT
analysis. The deficiency of this paper is that there is still some room for improvement
information acquisition non - public data acquisition,we will make more complete
analysis explain it more fully if we have chance data available.
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9 基于资源与制度交互视角下的跨境电商商业模式的演进研究——
以速卖通在俄罗斯为例
何佳奇王倩倩胡斌罗鋆
（单位：中国人民大学）
电子商务在中国外贸领域已经应用了十几年，目前，这一领域正处于高速发
展之中。随着京东、淘宝商城等国内在线交易平台日益红火，米兰网、敦煌网等
一批跨境电商交易平台也名声鹤起，逐渐打开了外贸电子商务的新局面。2009
年以后，阿里巴巴推出了阿里全球速卖通，帮助国内中小企业快速接触终端批发
零售商，多批次、小批量、快速销售，在全球贸易的新形势下为国内中小企业创
造了更多收益和发展空间。
基于当前中国“一带一路”的战略背景，本文选择了国内电商行业的代表性
企业——阿里巴巴旗下的速卖通平台为研究对象，总结其在俄罗斯市场的商业模
式演进过程，对其动态演变及取得成功的原因进行分析，最终提炼出资源与制度
交互影响下的商业模式动态演进模型。在“一带一路”的新形势下，该分析对中
国跨境电商及产业链相关企业整合自身资源，进一步实现“走出去“的构想，实
现国际化战略的目标具有重要意义。
An Analysis of Business Model Evolution of Cross-border
E-commerce the Perspective of Interaction between Resource
Institution——A Case Study Based Ali Express Russia
JiaQi He QianQian Wang Bin Hu Yun Luo
Institution: Renmin University of China.
In China, E-commerce has been applied for more than a decadeforeign trade,
presently, this area ishigh-speed development. With Jingdong, Taobao Mallother
domestic online trading platforms becoming increasingly prosperous, Milan network,
Dunhuang network a number of cross-border e-business platforms are also keeping
strong growth momentum, gradually open a new avenue foreign trade e-commerce.
After 2009, Alibaba launched Ali Express to help domestic small and medium
enterprises to quickly reach the terminal whole sale retailers, so that they can realize
multi but small batch fast sales. Ali Express creates more profits development space
for domestic small and medium enterprises the new situation of global trade.
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Based the strategic background of China's “One Belt, One Road”, this paper
chooses the representative enterprise of the domestic electrician industry – AliExpress
as the research object, summarizes its business model evolutionthe Russia's market.
analyzes its dynamic evolutionthe reasons of its success,extracts a business model that
evolves dynamically under the influence of resources institution interaction. In the
new situation of “One Belt, One Road ”, this analysis is of great significance to
China's cross-border e-business companies other enterprises related to the industrial
chain to integrate their own resources, thus to further realize the concept of “going out”
achieve the goal of internationalization strategy.
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10 “一带一路”背景下红狮水泥“走出去”区位选择问题研究
李芳萍缪宇佳杨舒柳王涵
（单位：浙江财经大学）
为顺应“一带一路”战略，缓解国内产能过剩问题，许多中小企业纷纷选择
“走出去”。对国内水泥企业而言，走出国门无疑是最好的选择，但是进入国外
市场首先需要考虑国外选址问题。本文将主要分析民营水泥企业的代表——红狮
水泥在“走出去”选址的现状并对其选址模式可能遇到的问题进行预测，以此提
出一系列有针对性的对策建议，为其他中小企业提供一定的可借鉴经验。
Study the Location Selection of Hong shi Cement Company the
Background of “The Belt and Road” Strategy
FangPing Li YuJia Miu ShuLiu Yang Han Wang
Institution: Zhejiang University of Finance & Economics.
In order to conform to “ The Belt and Road ” strategy relief the excess
production capacity China, many small-medium entrepreneurs hastily go global,
especially the cement industries. It’s a good choice for cement companies to go global
while location ion has been seen as the first step. This article makes Hongshi Cement
Company as the representative of private cement companies analyzes the
phenomenon of “Going Global”location ion. We predict problems Hongshi may
encounterlocation ion to put forward a series of specific strategies suggestions so as to
give referential experience for other small-medium entrepreneurs.
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11 “一带一路”地区中国家电企业“贸投相长”的发展路径研究
——以四川长虹为例
赵凤妮司娅君张永忠梅琳胡婉珩
（单位：西南财经大学）
“一带一路”战略带动了中国企业在战略沿线国家的贸易出口和投资。而中
国东部和西部地区的经济基础和地理分布差异较大，研究“一带一路”战略如何
促进西部企业“走出去”，有助于统筹东部和西部区域经济协调发展。四川省作
为西部大省，自然资源和人力资本丰富，那么分析四川优势制造业的“走出去”
的经验和遇到的问题，对西部其他制造业具有重要的借鉴意义。家电产业是四川
省第一批“走出去”的优质制造业，该产业在“一带一路”国家的贸易和投资发
展迅速。通过筛选大量企业后发现，四川长虹具备制造业行业背景、西部地理位
置、四川省优势产业地位、“一带一路”国家投资历史四个重要特点，符合本文
的研究主题。于是，本文基于贸易与投资关系理论、区域经济理论、“一带一路”
发展研究文献，结合中国海关数据和长虹公司年报数据，分析了四川长虹公司在
“一带一路”国家的海外投资过程，并讨论了长虹海外扩展过程中贸易和投资之
间的关系。基本结论是，长虹海外扩张的三个阶段中，第一阶段贸易促进投资，
第二阶段投资替代贸易，第三阶段贸易和投资相互促进。同时，基于长虹海外扩
张路径选择，本文分析总结了中国企业海外扩张的两种实现路径。文末，本文根
据案例企业“走出去”过程中遇到的问题，给出了中国家电企业借力“一带一路”
战略实现国际化对策措施。
The phenomenon of mutual promotion of Export Investment home
appliance industry at the “Belt and Road” countries
——A case study of Sichuan Chang hong
FengNi Zhao YaJun Si YongZhong Zhang Lin Mei WanHeng Hu
Institution: Southwestern University of Finance and Economics.
“The Belt and Road Initiatives” promote the exportinvestment of Chinese
enterprises those countries,whether the strategy can drive the development of Chinese
manufacturing industries, especially those western region, has become the key that
China coordinates the development of economy east and west. As a western province,
Sichuan Province has rich natural resources human capital. So analyzing the
24
experience problems of its advantage manufacturing industry encountered when
“going out”, is of great significance to other manufacturing industries western region.
As one of the dominant industries Sichuan Province, the home appliance industry was
the first batch of “going out” industries with high-quality, its trade investment in “the
Belt and Road” countries developed rapidly. After comparison, Changhong has four
important characteristics, which are manufacturing industry background, the western
geographical position, the status of advantages industries Sichuan Province
investment history “the Belt and Road” countries. Those characters meet the topic of
this paper. Based the theories of trade investment relationship, theories of regional
economic, literatures of “the Belt and Road” development, this paper uses China
Customs data Changhong annual reports to analyze its overseas investment process
“the Belt and Road” countriesto discuss the relationship between trade investment
during its expansion process overseas. The basic conclusion is that Changhong
overseas expansion has three phases: the first phase of trade promoting investment;
the second phase of investment replacing trade, the third phase of trade investment to
promote each other. And inspired by Changhong’s expansion process, this paper has
summarized the two ways of Chinese enterprises going globalization. At the end of
this paper, according to the problems that Changhong encountered the process of
“going out”, this paper puts forward the paths counter measures of how China's home
electrical appliance enterprises to achieve globalizationthe background of “the Belt
and Road Initiatives”.
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12 基于国际商务视角对润兆渔业有限公司(Frosista)对外投资的案例
分析
张俊男范若琳罗翊烜唐子韵
（单位：西南财经大学）
“一带一路”是新时期中国构建对外开放新格局的重要战略，它的实施不仅
将加强中国与沿线国家的多方合作，也将为中国企业“走出去”带来更多的机会
和更强劲的动力。我们选取了一家从事鱼子酱生产和出口的中小型企业—润兆渔
业有限公司(Frosista)，通过实地考察和深入访谈，撰写了该企业的案例分析报告。
按照国际商务理论—企业现状分析—企业面临的问题—解决措施或建议的
研究思路，我们从企业国际化、对外投资、全球战略、全球运营管理、国际营销、
财务分析六个维度对企业进行了分析报告。
首先，企业国际化是国际商务研究的逻辑起点，我们主要依据国际新企业模
型对Frosista 的国际化进行分析，发现非关税壁垒是企业国际化主要面临的困境
并总结了企业的应对方法。接着，在国际生产折衷理论的基础上，我们分析了企
业的跨国经营方式，并为企业如何从出口贸易转到对外投资上提出建议。其次，
我们考察了企业的全球战略，对其所处的宏观环境和微观环境进行战略分析，同
时结合国际企业战略选择模式分析企业的全球战略，并简要说明Frosista 未来尝
试国际化战略新模式——战略联盟的可能性。第四，我们重点关注了企业国际运
营中的供应链管理，梳理了企业的供应链，深入分析企业面临的问题并提出了对
应解决措施。我们还关注了企业国际营销，主要运用STP 理论分析企业面临的
市场和定位。最后，我们简单整理了企业的财务状况，对其面临的财务风险进行
分析并提出对应的规避措施。
在本文的最末，我们对以上出现的能够代表行业的典型问题进行了整合，并
提供了对应的解决措施或建议，希望对同行业企业走出去有借鉴意义。
Case Analysis of Frosista the Perspective of International Business
JunNan Zhang RuoLin Zhang YiXuan Luo ZiYun Tang
Institution: Southwestern University of Finance and Economics.
The Belt and Road Strategy is one of the most important strategies for China to
open up to the outside world the new period. Its complementation will not only
strengthen the multi-cooperation among China countries located along the belt, but
26
also bring more opportunities stronger driving force for Chinese enterprises going out.
In this article, we Frosista, one Chinese medium-sized MNC engaged the production
export of caviar,write this case analysis after taking field research interview with top
managers.
In order to analyze Frosista completely the perspective of international business,
we chose 6 dimensions consisted of internationalization, foreign investment, global
strategy, global operations management, global marketing financial analysis. And our
main approaches are as follows.
First of all, since internationalization of MNCs is one logical starting point of
international business research, we mainly analyze the internationalization of Frosista
basedthe theory of international new ventures. We find that non-tariff barriers are the
main dilemma faced by Frosista summarize the coping methods executed by Frosista.
Then, according to the theory of OLI, we analyze the cross-national operation modes
of Frosista suggest how the firm change export to foreign investment. Third, we
examine the global strategy of Frosista through the analysis micro and macro
environment, attempt to analyze whether it’s possible for Frosista to form a strategic
alliance, a new mode international strategy. Moreover, we focussupply chain
management when it comes to operations management. An in-depth analysis of
supply chain is done, many problems are diagnosed corresponding measures are put
forward. Fifth, we use STP theory to analyze Frosista’s marketing. Last but not least,
we simply sort out the financial situation of Frosista, analyze its potential financial
risk propose corresponding avoidance measures.
At the end of this article, we integrate the above typical problems which can
represent the industry situation provide corresponding solutions suggestions, hoping
to draw lessons for other MNCs the industry.
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13 天合光能——“一带一路”国家产能扩张及电站开发案例
盖兆众樊琳琳陈虹羽丁伟墨鹏宇沈阳
（单位：上海对外经贸大学）
当今世界，高技术新能源仍然顺应时代发展的需要，引领时代的潮流，光伏
产业的研究仍然具有非常重要的意义。我国的光伏产业受自身的产业结构的特点
和国家相关政策扶持的影响，在短短几十年的时间内呈现出了由小到大，由弱到
强的发展趋势，经历了美国次级贷款危机，欧洲债务危机等国际市场持续萎靡不
振的洗礼以及欧盟、美国以及其他国家对我国光伏产品进行的反倾销和反补贴的
双重打击，我国光伏产业产能过剩严重，在2010 年前后呈现出“过山车”式跌
宕起伏的发展过程。在生产企业产能过剩的大背景下，国家提出了“一带一路”
战略部署，引导、鼓励和支持企业“走出去”，以实现产业结构的调整和过剩产
能的转移。
江苏天合光能有限公司（TSL） 是全球知名的光伏组件、系统解决方案及
服务供应商，总部设立在中国常州，主要从事晶体硅太阳能组件生产制造，是我
国光伏行业中具有代表性的企业。本文通过对江苏天合光能有限公司进行分析研
究，结合国际商务领域相关理论，着眼于该企业在“一带一路”沿线国家的对外
投资过程，以该公司现阶段对外投资实现路径为主要研究对象。重点研究其“走
出去”策略未来所面临的营商环境，成本以及融资等比较典型且重要的问题，发
现其现有或潜在困境，通过独特的视角研究、剖析其“产能扩张”战略并结合自
己的所
见、所学、所想，创新地分析讨论、探索企业“走出去”更好、更安全的实现路
径及对策措施，针对典型问题给出相关的对策措施和投资建议，以期给正在或即
将在“一带一路”沿线国家投资以实现产能转移的企业相关参考和启示，达到促
进企业和行业更好发展的目的。
Case Study Trina Solar Limited——Capacity expansion power
station development among “The Belt and Road” countries
ZhaoLun Gai LinLin Fan HongYu Chen
Wei Ding PengYu Mo Yang Shen
Institution: Shanghai University of International Business and Economics.
28
Today, high-tech renewable energy is still line with the needs of the times leading
the trend. Obviously, the photovoltaic industry is still of great significance. It is
affected by the characteristics of its industrial structure the support the national policy.
The industry experienced small to big, weak to strong a few decades. Affected by the
subprime mortgage crisis American European debt crisis baptism, the international
photovoltaic market continued low-spirited. Moreover, the European Union the
United States took anti-dumping anti-subsidy sanctions to our photovoltaic products,
so heavy blow that make China's photovoltaic industry serious overcapacity. The
photovoltaic industry’s development fluctuates like “roller coaster” model around
2010. Under the background of production overcapacity, the central government of
China put forward “The Belt and Road” Initiative to guide, encourage support
enterprises to invest overseas to realize the adjustment of industrial structure the
transfer of domestic overcapacity.
Trina Solar Co., Ltd(TSL), headquartered Jiangsu, China, is the world's leading
Photo voltaic components producer, systems solutions service providers. TSL is one
typical representative of the Chinese photovoltaic industry enterprises.
Our case study is based the analysis of Jiangsu Trina Solar Co., ltd., we combined
the theory of international business with practice. We paid much emphasis the foreign
investment realization path as our main research target. And focus the “Going Out”
strategy under “The Belt and Road” initiative, including the problems of business
environment, cost financing which were will be confronted the future, other typical
but important issues. We do study analyze its overcapacity through a unique
perspective combined with what we have saw, learnt, thought to explore the better
safer path of oversea investment. For achieving the transfer of overcapacity of PV
enterprises, corresponding counter measures suggestions will be given for those
typical problems mentioned above to make enterprises industry better.
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14 中国旅游零售业一带一路市场采购渠道拓展：关于中国免税品集
团旅游零售食品采购的案例研究
殷秉凌夏艳魏璇杨渌尧刘青青郭琳
（单位：中央财经大学）
一带一路市场已逐渐成为旅游零售业跨境采购的重要合作伙伴。本研究结合
一带一路市场零售食品选择的影响因素，对中国免税品集团的食品采购渠道进行
案例研究。本研究通过因子分析探讨了消费者对于一带一路市场零售食品的购买
评价，并采用泊松回归的方法进一步分析了消费者偏好与零售食品销售绩效之间
的关系；同时，通过对中国免税品集团的调研，进一步探讨了一带一路背景下旅
游零售食品的采购渠道拓展。本研究将为政策制定者和企业管理者在一带一路市
场拓展旅游零售采购渠提供智力支持。
Purchasing Channel Development of China Traveling Retailing at
One Belt and One Road Market: A Case Study for China Duty-free
Group Purchasing of Travelling Retailing Food
BingLing Yin Yan Xia Xuan Wei
LuRao Yang QingQing Liu Lin Guo
Institution: Central University of Finance and Economics.
The One Belt and One Road market have become an important partner
development of cross-border purchasing channels for travelling retailing industry.
This research identifies the factors effecting purchasing decisions of retailing food at
One Belt and One Road for case study to China Duty-free Group management of food
purchasing channels. The consumer reviews of retailing food One Belt and One Road
market is analyzed by factor analysis. The relationship between consumer
preferencesales performance of retailing foodthese markets is further revealed by
Poisson regression analysis. The future development of purchasing channels to
travelling retailing food One Belt and One Road is further discussed following the
interview to China Duty-free Group. This research offers support to policy makers
business administrators future development of cross-border purchasing channels for
travelling retailing products at One Belt and One Road.
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15 “一带一路”之中国能源企业赴缅投资研究——以“广东振戎缅
甸500 万吨炼油厂项目”为实例
杨振袁结松曾华冲骆怡璇李林莎杜昔月
（单位：广东外语外贸大学）
“一带一路”作为我国国家发展战略，旨在通过共商、共建、共享，与周边
国家互利合作。目前“一带一路”大多沿线国家尚处在工业化初期阶段，不少国
家的经济高度依赖能源、矿产等资源型行业；而中国有能力向这些国家提供各种
机械、交通运输设备和相关技术等，处于产业链的相对高点。“一带一路”战略
的实施，为我国企业“走出去”创造出了难得的历史机遇。广东振戎能源有限公
司，已在缅甸、伊朗、格鲁吉亚等一带一路上沿线重点国家发展投资项目。其中
缅甸的500 万吨原油炼厂项目，是广东省推进国家“一带一路”重点项目。该项
目作为中国企业对“一带一路”沿线国家的投资研究而言，具有很高的研究价值
和意义。本组通过与振戎企业项目员工了解探讨相关情况，获取到一手资料。由
此，本文将从大环境入手，对缅甸的投资基本现状、缅甸炼油行业现状以及中国
对缅甸的投资情况做了相应的分析。并以广东振戎能源公司和“500 万吨炼油厂”
项目为实例，探究项目进行中遇到的问题和对策，由此提出相应的解决对策和建
议，以冀为企业在“一带一路”沿线国家对外投资提供些许参考。
Research on Chinese Energy Enterprises’ Investment in Myanmar as
Part of “the Belt and Road Initiative”——A Case Study of GDZR’s
“5MMTA Refinery” Project
Zhen Yang JieSong Yuan HuaChong Zeng
YiXuan Luo LinSha Li XiYue Du
Institution: Guangdong University of Foreign Studies.
“The Belt and Road Initiative” as the development strategy of our country,
aims to discuss, build and share to develop mutually beneficial cooperation with
surrounding countries. As for the countries along the line on The Belt and Road, most
of them are still in the primary stage of industrialization and have great potential for
development. While China has the ability to provide a certain amount of technology,
resources and equipment to these countries, which are more dependent on resource
industries. Thus, the implementation of “The Belt and Road Initiative ”; has created
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a rare historic opportunity for our enterprises “going out”. Guangdong Zhenrong
Energy Co., Ltd. has been in Myanmar, Iran, Georgia and other key countries along
the way to develop investment projects to enhance economic cooperation with other
countries. And its 5MMTA Refinery Project is one of the top ten key projects of “the
Belt and Road Initiative” in Guangdong. The project has a high value on research as
a typical project that Chinese company responding to “The Belt and Road Initiative”
to invest the surrounding countries. And our members have discussed the relevant
circumstances with GDZR’s staff and acquired the first-hand information. Then, this
paper will start from the macro-environment, to analyze the basic situation of
investment in Myanmar, the current situation of the refining industry in Myanmar and
China's investment in Myanmar. And we will introduce GDZR and the 5MMTA
Refinery Project as a typical case study to explore the problems and countermeasures
encountered during the process. Last but not least, this paper will put forward
opinions and suggestions for similar enterprises and government based on the analysis
of the preceding article. It is earnestly hoped to provide some reference for enterprises
that ready to invest in the countries on the Belt and Road.
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16“一带一路”倡议下三一重工走出去之道的优化研究
范文莉朱梦莹邹昕晨彭凯任涛徐鹏辉
（单位：江西财经大学）
近年来，伴随着“一带一路”战略的进行，我国民营企业不断加大对外投资
的力度，积极贯彻落实走出去迈向国际化的政策。但在实践经营过程中发现，我
国机械制造业的发展仍存在许多问题。随着“一带一路”的发展和国际化战略的
强化，三一重工的对外并购整合中的文化差异以及制度适应性等问题尤为突出，
已远远不能迎合全球工业发展的需求，供给数量和质量及相配套的制度供给数量
与质量与实际需求不相匹配，三一重工走出去的政策结构改革迫在眉睫。本文从
分析三一重工内外部环境机制及支持其发展的国家政策供给现状出发，系统梳理
其存在的问题，在此基础上从宏观、中观、微观的角度提出解决其所存在的问题
的具体优化思路。
“One Belt and One Road”initiative under the Sany Heavy Industry
to go out of the optimization of the study
WenLi Fan MengYing Zhu XinCheng Zou
Kai Peng Tao Ren PengHui Xu
Institutiom: Jiangxi University of Finance and Economics
In recent years, along with the “one way all the way” strategy, China's private
enterprises continue to increase the intensity of foreign investment, actively
implement the policy of going out to internationalization. However, the course of
practical operation, it is found that there are still many problems the development of
China's machinery manufacturing industry. With the development of the “one side
along the way” the strengthening of the internationalization strategy, the cultural
differences institutional adaptability of Sanyi’s external mergers acquisitions are
particularly prominent, which is far meeting the needs of global industrial
development supplying quantity quality And the matching system supply quantity and
quality the actual demand does not match, Sany Heavy Industry to go out of the
policy structure reform is imminent. Based the analysis of the internal external
environmental mechanism of Sanyi Heavy Industry the status quo of national policy
supply support of its development, this paper systematically combs its existing
problems. On this basis, this paper puts forward the specific problems of solving the
existing problems the macroscopic, mesoscopic microscopic Optimization ideas.
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17 一带一路战略背景下我国工程承包企业融资方式研究——以东
方电气为例
甘文平陶有娟伍俊颖李雪萍张雪琳陈芸
(单位：西南财经大学)
目前世界经济正在经历复杂而深刻的变化，国家之间的经济联系日益紧密。
自从2013 年我国提出“一带一路”的发展政策后，我国部分企业的发展方面逐
渐转移到中亚和东南亚，在国家政策的倡导下，越来越多的企业走出国内市场。
“一带一路”政策的提出，表明我国除了与以往的发达国家进行贸易以外，
逐渐重视与周边的发展中国家建立深厚的贸易关系，借此树立我国在国际上的大
国形象。在我国“一带一路”战略路线图中，电气行业是非常重要的一个部分。
东方电气作为这个行业的领军企业，拥有先进的技术设备、雄厚的资金基础以及
国家的政策支持，在国内企业“走出去”的过程中发挥着巨大的作用。本文在“一
带一路”的政策背景下，对我国海外工程承包企业“走出去”的主要融资方式进
行了探讨，鉴于东方电气在电气能源行业的重要地位，因此本文选择以东方电气
为例，首先对东方电气各方面的条件进行分析，然后分别从东方电气在波黑斯坦
纳瑞开展的项目融资案例和在越南进行的出口信保融资案例出发，具体地从项目
背景、项目参与方以及项目风险等方面，探讨项目融资和信保融资这两种融资方
式的适用性，进而总结出两种融资方式的适用范围，最后结合现实提出相应的风
险防范措施，借此为我国企业“走出去”的融资方式提供借鉴意义。
The research the financing mode of Chinese contract enterprise
under “the Belt and Road”initiative——Taking Dongfang Electric
Corporation as an example
WenPing Gan YouJuan Tao JunYing Wu
XuePing Li XueLin Zhang Yun Chen
Institution: Southwestern University of Finance and Economics
At present, the world economy is experiencing complex profound changes, the
economic ties between countries are becoming close increasingly. Since 2013, China's
“the Belt and Road” initiative was put forward, some enterprises China gradually
shifted their business to Central Asia Southeast Asia, more and more enterprises “go
global” by responding to the call of national policy.
With “the Belt and Road policy putting forward, China not only trade with the
developed countries, also gradually attached to the surrounding developing countries
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order to establish China's image around the world. In the “the Belt and Road”
strategic map, the electrical industry is a very important part. As the leader of
electrical industry, Dongfang Electric Corporation has advanced technology
equipment, strong financial foundation national policy support, it plays a important
role the process of “go global” In this paper, the auther try to explore main financing
mode of contracting enterprises “going out “under “the Belt and Road “ initiative the
main financing way of Chinese contract enterprises “go global” .In view of the
importance of Dongfang Electric Corporation the electrical energy industry, this
paper chooses Dongfang Electric Corporation as an example, part one is the analysis
of the conditions about Dongfang Electric Corporation of all aspects , then Dongfang
Electric Corporation Bosnia Herzegovina Stanai Rui project financing case Export
credit insurance financing project Vietnam. Specifically the project background,
project participants project risks. The paper discusses the applicability of the two
financing methods, such as project financing Export credit insurance financing, then
sums up the scope of application of the two financing methods. Finally, put forward
the corresponding risk prevention measures according to the reality, order to provide
the proper financing mode for Chinese contract enterprises to “go global”
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18 起风了！迈向新领域——联合能源吉姆普尔风电项目
李史坤张佳宁肖涵文曹振坤李玲莉
(单位：东北财经大学)
正如谢里夫总理说：“联合能源集团是中国在巴基斯坦投资最大的民营企业，
巴基斯坦项目的成功运作已成为中巴经贸合作的典范。” 本案例以联合能源集
团为研究对象，结合中国“一带一路”战略及巴基斯坦的市场环境、国内政治、
经济环境，详细描述了联合能源集团在巴基斯坦投资吉姆普尔风电项目的过程。
首先，介绍了这个项目的背景、意义与具体情况。第二部分介绍了在项目投
资前后过程中，联合能源集团对巴基斯坦投资的政治与动乱风险，腐败问题、基
础设施问题、电费债务问题、违约风险、金融风险、项目收益行等进行了详细的
分析，同时对联合能源基于这些风险与问题提出的解决路径作出了阐述，如进行
风能测试评估、签订购电协议与执行协议、订立相关保险合同、利用当地政府的
利润汇出政策等方式将项目投资风险降到最低。第三部分分析了项目决定投资后，
项目实施的实际过程中涉及的技术风险、文化融合、团队激励和管理等问题，通
过采用建立安保机制、专家培训、制定激励政策、建交流平台、组织文化团体活
动、引进强有力的建设方等策略，成功实现了吉姆普尔风电项目在巴基斯坦的运
作与管理，联合能源集团由此成为“一带一路”战略下民营企业走出去的成功典
范。同时，联合能源迈进一个新的能源领域，这为其跨入更多能源领域以及攻入
“一带一路”沿线国家市场打下基础。
本案例采用MBA 案例的写作形式，结尾对案例所涉及的理论与参考文献都
进行了说明。背景真实，分析过程详尽具体，能够成为学生提供生动实际的案例
素材，有助于其了解中国企业在“一带一路”战略下进行对外投资的发展现状，
通过对案例中联合能源运用的联合国内优秀的建设承包商、设备生产服务商和金
融机构这一成功的合作模式为企业对外投资有一定的启发与借鉴，并为进一步探
讨中国企业特别是民营企业国际化中如何规避投资风险提供借鉴与参考。
The Wind Blows! March Toward A New Field - the United Energy
Group Limited's Jhmipir Wind Power Project
Shikun Li Jianing Zhang HanwenXiao Zhenkun Cao Lingli Li
Institution: Dongbei University of Finance and Economics
United Energy Group Limited is one of the largest private enterprises invested by
China Pakistan. The huge success of the project operation has become the model of
the economic trade cooperation between China Pakistan. This case introduces the
investment process risks involved the Jhimpir wind power project invested by the
United Energy Group Limited with the support of the Pakistan government “the Belt
and Road” strategy.
36
The case firstly demonstrates the background, the significance the specific
situation of the project. Secondly, the case presents a thourough analysis issues such
as political unrest, poor infrastructure, corruption, the debt of electricity bills, the risk
of default, financial risks return investment, then analyzes the strategies adopted by
the local government such as establishing security mechanisms, wind energy
evaluation, signing the EPA, IAGOP, taking advantage of the profit remittance policy.
In the third part, this case analyzes technical risks, cultural integration, problems
about team motivation management. Through the adoption of security mechanisms,
specialist training, incentive policy, building a communication platform organizing
activities, eventually the project is being implemented Pakistan successfully, the
United Energy Group Limited became an excellent model of private enterprises under
the strategy of “the Belt and Road”.
This case is applicable for the MBA with involved theories references at the end
of case. This case is real detailed, which can be a practical case material for students
to understand the Chinese enterprises’ current situation under the “the Belt and Road”
strategy. The successful cooperation mode uniting the excellent domestic construction
contractors, equipment manufacturing providers financial institutions together might
initiate further discussion Chinese enterprise investment, especially the
internationalization of private companies how to avoid investment risks.
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19 以红豆企业看中国一带一路背景下纺织服装业价值链升级
李宏超曹雅楠朱梦田王月
(单位：上海对外经贸大学)
由于全球化的趋势以及从2008 危机中复苏经济的压力，跨国界的合作变得
更为普遍和重要，而中国迎接挑战的战略便是”一带一路”。本文将以”一带一
路”中的重要一步——”瓜达尔港”为例分析中国企业在”走出去”战略中的具
体表现。，瓜达尔港口是一个在巴基斯坦西部的重要的港口，它位于欧亚板块和
印度洋交汇处，连接亚洲内陆和印度洋，战略地位突出，中国企业中海港控赢得
了瓜达尔港的经营权。本文首先应用国际生产折衷理论分析了这个案例，包括所
有权优势、瓜达尔港区位优势和中巴走廊的国际化优势的分析。然后分析中海港
控经营瓜达尔港在内外部风险，基础设施，招商引资以及关于敌对势力的干扰等
方面面临的问题。根据这些问题，有针对性地提出了一些改进措施，并且以中海
港控的经验为例，为中国企业对外投资提供建议，具有很好的借鉴意义。”一带
一路”战略对于中国既是机遇又是挑战，中国应该给企业更多的主动”走出去”
的权利，鼓励他们不断进步，争取更好的发展。
B&RInvestment Boosting Value Chains Upgrade of China's Texile
Garment Industry
HongChao Li YaNan Cao MengTian Zhu Yue Wang
Institution: Shanghai University of International Business and Economics
Because of the trend of globalizationthe stress to recovering economy2008 crisis,
cooperation cross borders seems to be more popularimportant，and China's strategy is
“one belt one road”to face the challenge. In the essay, it takes an important step of
“one beltone road” which is called “Gwadar Port” as a case to analyse how
internalization influences China.The first step to fulfill the plan is that a state-owned
company COHG who won the operating right of Gwadar Port, a significant
portwestern Pakistan, which is located at the intersection of the EurasianIndian Ocean,
communicating with the Asian inlandthe Indian Ocean. This paper first analyzes the
case by using the theory of international production eclecticism, including the
advantages of ownership, the advantage of Gwadar portthe internationalization of
China-Pakistan corridor ， and then analyzes the internal and external risks when
COHG operating Gwadar port, infrastructure, investmentthe interference of hostile
forces other aspects of the problems. In order to solve these problems, some
improvement measures are put forward, taking COHG's experience as an example,
which is of great significance to Chinese enterprises' foreign investment. “One belt
38
one road” is both a chancea challenge, China should give enterprises more initiative
to “going out”encourage them to innovate continuously, for better development.
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20 中国企业如何以一带一路为契机塑造品牌形象——以华为手机
为例
谢宇平1 田天珺1 曾淑桂1 谭琪1 冯子卿2 杨检1
(单位：1.江西财经大学2.广东外语外贸大学)
本案例的主要研究方向是企业的品牌形象建设，品牌形象是指企业或其某个
品牌在市场上、在社会公众心中所表现出的个性特征，它体现公众特别是消费者
对品牌的评价与认知，品牌形象代表的是消费者对品牌的信赖以及对产品的一种
潜在需求。本案例的研究对象为华为技术有限公司。作为享誉全球的著名手机品
牌厂商，华为手机凭借其出色的软硬件配置、高科技的产品与设计在全球获得了
令人瞩目的品牌影响力。同时，借助中国积极推进“一带一路”战略，华为在“一
带一路”沿线的品牌影响力达到了前所未有的高度。本案例旨在分析华为如何以
“一带一路”为契机，塑造自身品牌形象。
本案例首先先对案例对象进行简要介绍，主要是为了突出所选取案例在一带
一路沿线品牌建设方面具备典型性的特点。第二部分是对本案例在撰写过程中所
使用的一些理论逻辑进行介绍。第三部分是对华为手机在一带一路的经营环境进
行分析，主要从政治、经济、文化、科技等方面进行宏观环境分析；并从整个行
业着手，对其所处的整个行业竞争力进行分析；最后是对华为手机在企业发展、
品牌建设过程中的主要竞争对手进行分析。借助前文的案例介绍、理论支撑、环
境分析，第四部分是对整个华为手机在企业发展过程中，进行品牌建设的一些具
体举措和可供其他企业借鉴的宝贵经验。第五部分是文章正文的总结部分，通过
对上述案例进行分析，提出几点可供中国企业借助一带一路战略契机进行品牌建
设的几点建议。
How Chinese Company To Catch The Opportunity Of The Belt
and Road to Shaping successful Brand: a case study HUAWEI
mobile phone
Yuping Xie1 Tianjun Tian1 Shugui Zeng1
Qi Tan1 Ziqing Feng2 Jian Yang1
Institution:1. Jiangxi University of Finance and Economics.
2. Guangdong University of Foreign Studies.
The main research of this case is about the enterprise’s brand image building.
Brand image refers to the character of a enterprise a brand showing the market in the
minds of the public. It reflects to the public, especially consumers, a cognitive
40
evaluation of the brand. Brand image represents the consumers’ trust to brand the
potential demand of products. The research object of this case is about HUAWEI
Technology Co., ltd. As the world's leading mobile phone brand manufacturers,
HUAWEI mobile phone gained the remarkable brand influence because of the
excellent hardware、software configuration high-tech products. Meanwhile, with “The
Belt and Road” strategy which Chinese government actively promote, the brand
influence of HUAWEI reached a hitherto unknown height those countries. This case
aims to analyze how HUAWEI can seize “The Belt Road” opportunity to shape their
own brand image.
As for case, firstly we will give a briefly introduction of HUAWEI order to
highlight its characteristics for building the brand image. The second part is the
introduction of the related theory the process of analyzing this case. Then we analyze
HUAWEI’s business environment by using the PEST Analysis including the politics,
economy, culture, science technology to analyze the main macro environment and
competitiveness of the whole industry. Fourthly we analyze the main competitors of
HUAWEI the process of enterprises development brand establishment. With the case
introduction, theoretical support environment analysis, the fourth part is about the
specific measures of brand building. The last part is the summary of the article, based
the above analysis, putting forward several suggestions providing valuable experience
to help Chinese enterprises to build brand.
41
21 中铁十七局援巴项目案例分析
李洋党慧牛晓霞葛露珊
(单位：山西财经大学)
“一带一路”宏伟战略的提出，为我国工程承包类企业开拓“一带一路”
沿线国家市场提供了良好机遇。国内工程承包类企业加大了对“一带一路”沿线
国家的投资，作为山西省工程承包类企业旗帜的中铁十七局集团也积极响应国家
政策，缜密布局“一带一路”沿线国家市场。巴基斯坦是联系南亚、中亚、西亚
（中东）地区的枢纽，本案例主要描述了中铁十七局突破巴基斯坦市场的最关键
的第一步——援巴基斯坦国道公路网修复项目，以及该项目对十七局成功进入当
地市场的主要意义。综合来看，其在巴基斯坦市场的成功，尤其是在承揽援巴国
道公路网修复项目过程中的良好表现，对以后我国工程承包企业顺利开展海外项
目具有借鉴意义。
The foreign-aid project of Pakistani highway restoration －
Internationalization of China Railway 17th Bureau Group Co., Ltd
Yang Li Hui Dang Xiaoxia Niu Lushan Ge
Institution: Shanxi University of Finance and Economics
With the Silk Road Economic Belt and the 21st-Century Maritime Silk Road
(B&R) initiative proposed, it provides a golden opportunity for the domestic
engineering contracting enterprises to promote their subjectivity development
countries along the way of being referred by the B&R The domestic engineering
contracting enterprises have increased their investment those countries located along
“The Belt and Road” Initiative. As the banner of engineering contracting enterprises
Shanxi Province, China Railway 17 Bureau Group also actively respond to national
policies, careful layout those market along “The Belt and Road” Initiative. Pakistan is
the hub of South Asia, Central Asia, West Asia (Middle East). This case mainly
describes the assistance of Pakistan State Road network repair project, the most
critical first step breaking the Pakistani market by the China Railway 17th Bureau.,
and the main significance of the project's success entering the local market. On the
whole, its success the Pakistani market, especially the process of contracting the road
network repair project, is of great significance for the future successful project of
China's engineering contracting enterprises.
42
22 一带一路背景下我国跨境电商企业走出去的绩效评价及对策研究
——以大龙网为例
王培丽孙巡马怡佳来长新李亚东
（单位：北京邮电大学）
近年来，跨境电商发展迅速，一带一路政策的提出又为跨境电商提供的新的
机遇。在一带一路的背景下，我国的跨境电商企业如何更好地走出去是一个重要
的研究课题。本文以重庆的大龙网作为案例来具体讨论这个问题。之所以选择大
龙网不仅仅是因为它发展迅速，还因为它地处重庆，是西南地区跨境电商的代表
企业。本文结合大龙网的现状，分析了大龙网的供应链绩效，找出了大龙网现今
发展的痛点问题，帮助大龙网在一带一路政策下更好地走出去。
A Studythe Performance Evaluation Countermeasures of Chinese
Cross-border E——commerce Enterprises
PeiLi Wang Xun Sun YiJia Ma
ChangXin Lai YaDong Li
Institution: Beijing University of Posts and Telecommunications
In recent years, cross-border e-commerce companies develop rapidly, The Belt
and Road provides new opportunities for cross-border e-commerce. Under the
background of The Belt and Road, it is an important research topic for China's
cross-border e-commerce to go out. Why do we choose Dino direct. The reason is not
only because of its rapid development, but also because it is located Chongqing. Dino
direct is a representative of cross-border e-commerce the southwest of china.
According to the present situation of Dino direct, we analyzes Dino direct's supply
chain performance find out the pain points of the current development of Dino direct,
helping Dino direct go out better under the Belt and road.
43
23 中国制鞋业投资埃塞俄比亚模式研究——以华坚鞋业企业为例
刘承颢林薇朱慧敏史雅文吴兴唐翔
(单位：上海对外经贸大学)
制鞋业是中国传统制造业的一大类，而非洲是我国一带一路重点投资区域。
华坚鞋业是一带一路十大先锋企业之一，其出口额约占埃塞俄比亚皮革制品出口
总额一半。华坚在投资运营过程中以其竞争优势与埃塞尔比亚的生产禀赋结合，
是典型的劳动密集型产业转移案例，为中非产能合作提供了样板。本论文对其投
资背景、投资过程尤其是其在埃运作的工业园区模式、经验总结以及未来如何进
一步转型升级成为综合跨境电商交易平台做了细致深入的剖析，意为一带一路政
策的实施和更多相关企业的“走出去”提供宝贵经验。
The Studythe Ethiopian Model of China's Footwear Industry
basedthe Huajian Enterprise.
ChengHao Liu Wei Lin HuiMin Zhu
YaWen Shi Xing Wu Xiang Tang
Institution: Shanghai University of International Business and Economics
The footwear industry is a large part of traditional Chinese manufacturing, while
Africa focuses more investments along the region. Huajian footwear, is one of the top
ten pioneer enterprises under “the Belt and Road” policy. It’s exports, are accounted
for more than half of the total of Ethiopian leather products. Huajian’s investment
operational processes; along with its competitive advantages along with Ethiopia's
production endowment, is a typical case of labor-intensive industry transfer. Which
result, provides a model between China Africa’s cooperation.
This paper analyzes its investment background its mode of operation within
Ethiopia, summarizes the experiences, explores the way to transform upgrade to
become a comprehensive cross-border electricity trading platform. It means to
provide valuable experiences for the implementation of “the belt and road” policy
along with more related enterprises to ‘go out’.
44
24 安徽服装进出口公司“一带一路”海外投资案例分析——柬埔寨
马氏兄弟制衣有限公司
赵俊峰钱可左红霞马菲王焱
(单位：安徽财经大学)
2015 年国家启动了“一带一路”战略规划，这让许多中国企业迎来了新一
轮海外投资机遇。作为安徽省最重要的外贸企业之一，安徽服装进出口股份有限
公司便抓住了这一轮机遇在柬埔寨投资建成了马氏兄弟制衣有限公司，将其作为
公司的海外工厂。团队便选取了这个参与“一带一路”建设并具有代表性的企业
进行了走访与调研，并根据调研所收集信息撰写了公司海外投资发展报告。报告
围绕马氏兄弟制衣公司的发展历程与发展现状，分析了在“一带一路”背景下对
外投资过程的实现路径，从管理、生产、文化、财务等多个角度重点分析了柬埔
寨工厂发展的可行性以及现存的问题与原因，并针对性的给出了对策及建议。在
此特意感谢安徽服装进出口公司给予团队的巨大帮助。
The case studyinvestment Cambodia (Mars Brothers Garment
Manufacturing co., Ltd.) of Anhui Garments Import & Export Co.,
Ltd. the background of “the Belt and Road”
JunFeng Zhao Ke Qian HongXia Zuo Fei Ma Yan Wang
Institution: Anhui University of Finance and Economics
China launched the “The Belt and Road”policy 2015, which makes many
Chinese enterprises ushered a new round of overseas investment opportunities. As one
of the most important foreign trade enterprises Anhui Province, Anhui Garments
Import and Export Co., Ltd. was seized this round of investment opportunities
Cambodia built Mars Brothers Garment Manufacture Co. Ltd, as the company's
overseas factory. The team have chosen the participation the “The Belt and Road”
construction representative enterprises for a visit research. According to the research
of information collected, we have written the company's overseas investment report.
The report was written about Mars Brothers Garment Company the angle of
management, products, technology, culture, finance. The paper has analyzed the
problems reasons existing Cambodian plant. And the paper puts forward the counter
measures suggestions. Thanks to Anhui Garments Import & Export Co., Ltd to
give the team a great help.
45
25 “一带一路”国家投资环境评估与企业选址策略：以中国电建为
例
刘高红肖施蒙盖京岳欣郝亚婷卡苏拉菲克
(单位：中南财经政法大学)
随着我国“一带一路”战略的深入推进，企业对外直接投资（OFDI）呈现
出快速发展势头。虽然当前中国企业正处于“走出去”快速增长期，但也面临着
来自东道国外部环境变化的新问题。中国企业在国际化时，首要考虑的就是投资
环境是否优良，是否能与自身投资目标相契合，能够充分发挥东道国应有的引资
优势，使中国企业能持续健康地“走出去”的同时，也能改善东道国经济水平，
共同发展进步。因此准确评估东道国投资环境，并正确匹配企业的投资动机，为
跨国企业在投资选址决策中提供更具操作性的理论依据，进一步促进中国企业更
加成熟、更加高效、更加包容地“走出去”。
在理论上，本文根据现有投资区位理论和研究文献，构建出“一带一路”国
家投资环境评估模型，同时为了研究投资环境评估模型是否因企业的投资动机的
不同而存在差异，根据模型中的指标设计相关权重打分矩阵问卷。根据企业市场
寻求、资源寻求与战略资产寻求三种不同投资动机，结合客观数据与专家打分的
方法，收集到基于不同动机下的指标权重打分值。然后，运用层次分析法，收集
中国对“一带一路”投资排名前十的国家的相关指标数据，分别检验权重并计算
相关隶属度，并得出与三种不同的投资动机相适应的国家投资环境排名，以不同
的投资动机为视角，评估“一带一路”国家的投资环境，为企业在选址决策过程
中，提供理论依据。
在实践上，我们通过对中国电建公司的实地调研，着重研究了该企业对外投
资过程中的选址依据。通过选取两个非常具有代表型的投资项目——市场寻求型
的印度EPC 总承包合同项目和技术寻求型的收购德国TLT 公司项目，发现企业
会根据自身不同投资动机与东道国投资环境匹配的选址策略。并结合投资理论与
环境评估，总结出符合新形式下企业对外投资选址的一般规律，为中国企业在对
“一带一路”国家进行区位选择时提供一定的理论参考。
Investment Environment Evaluation for “the Belt and Road”
Countries and the Firm Location Choice Strategy: A Case of Power
Construction Corporation of China
GaoHong Liu ShiMeng Xiao Jing Gai
Xin Yue YaTing Hao Kasulakefei
Institution:Zhongnan University of Economics and Law
46
With deepening of “the Belt and Road” strategy, Chinese enterprises show a
rapid development momentum in outward foreign direct investment (OFDI). But,
meanwhile, they are facing with host countries’ external environment changes in the
rapid growth period. In the process of Chinese enterprises’ internationalization, to
make the most of host countries’ preferential policies in attracting foreign investment,
the primary considerations are whether the investment environment is good and
whether it can fit with their own investment objectives. Only in this way can Chinese
enterprises go overseas in steady progress and boost the host countries’ economy, to
achieve common development. Accurately assessing host countries’ investment
environment and correctly matching multinational enterprises’ investment incentives
are to provide a more operational theoretical basis for them in investment location
choice. Furthermore, this contributes Chinese multinational enterprises to be more
mature, more efficient and more inclusive to go overseas.
In theory, this paper constructs “the Belt and Road” countries’ investment
environment evaluation model based on the existing theoretical foundation and
research literature. In the meantime, to study whether the investment environment
evaluation model differs with the change of enterprise investment incentives, the
scoring matrix questionnaires are designed according to the model design related
weights. Via combining with three different investment incentives - market-seeking,
resource-seeking and strategic asserts-seeking, objective data and obtaining scores
from authoritative scholar experts, the index weight scores are collected under various
incentives. Collect the relevant index data of the top ten “the Belt and Road” countries
by using the analytic hierarchy process (AHP), and check the weights then determine
the relative membership degrees. We obtain three ranking results of national
investment environment based on three different investment incentives respectively.
Evaluating the investment environment of “the Belt and Road” countries from
different investment incentives is to provide theoretical basis for the multinational
enterprises in location choice.
In practice, our group conducted a field research on POWER CONSTRUCTION
CORPORATION OF CHINA and focused on its basis of foreign investment location
choice. By selecting two very representative investment projects - the Indian EPC
general contract project as a case in market-seeking and the German company TLT
project as a case in technology-seeking, it is found that the enterprise will match the
host country’s investment environment according to its different investment
incentives. Combined with the investment theory and environmental assessment, this
paper summarizes the general law of Chinese enterprises’ location choice in foreign
investment even provides a certain theoretical reference of investment location choice
in “the Belt and Road” countries for them.
47
26 “一带一路”背景下产能过剩企业的变革之路——基于海螺水泥
平凉分公司实地调研的研究
胡静瑜谭悦李倩云谭珅周皓灵金旻
(单位：上海对外经贸大学)
在经济全球化时代，对外直接投资是促进全球资源配置的主要渠道之一。习
近平主席针对我国产能过剩，资源对外依存度高，工业和基础设施布局不合理的
问题提出“一带一路”的重要倡议。水泥作为建筑材料，是国民经济的支柱性产
业，其发展状况与经济建设密切相关。对于国内水泥企业来说，“一带一路”就
是“走出去”，寻求海外投资机会。中国占有全球60 的水泥产量，但大规模的
全球水泥跨国公司寥寥无几，与其相应的地位是不相称的。此外，在铁路、公路、
桥梁等基础设施项目的先行实施的条件下，我国水泥行业突飞猛进，在“一带一
路”战略的利好作用下，区域水泥消费量预计将显著上升。与此同时，政府也鼓
励有实力的水泥企业向国际水泥跨国公司转型，尽量寻求海外发展。然而，在我
国经济增速放缓，内需不足，行业产能过剩的大背景下，如何促进水泥行业经济
结构转型和升级成为当前急需解决的问题。
作为中国水泥行业的领军企业，海螺水泥具有资源、技术、装备、资金、机
制等竞争优势，其“走出去”战略也与国家“一带一路”战略高度契合。公司自
2011 年开始实施对外直接投资的发展战略。截止2016 年，除已有的在印尼和缅
甸的项目之外，管理层还寻求在南亚其他国家扩大产能的机会。海螺水泥是国内
为数不多的拥有海外投资经验的水泥公司，虽然其在品牌和技术方面已达到世界
领先水平，但是依然面临着外部环境恶化、市场区域不均衡、行业产能过剩、后
期缺乏技术支持等问题。
本文通过选取海螺水泥对外投资战略这一典型案例，借助经济学原理及国际
商务理论，分析了海螺水泥近几年的投资发展历程，包括战略决策和财务决策。
除此之外，本文结合对海螺水泥平凉分公司的实地调研情况，基于“一带一路”
背景下的政府红利，为海螺水泥的海外发展提出构想。
根据以上分析，本文得出：首先，在区位选择方面，海螺水泥应当选择进入
市场障碍低，资源储备丰富，劳动力成本低的东南亚及非洲地区。综合政治、社
会、经济、技术等多方面因素，本文将老挝和莫桑比克作为海螺水泥对外投资的
首选国家。其中，对老挝的投资应主要采取密集型战略，抢占市场份额，通过市
场营销来加强品牌效应，获得客户的品牌忠诚度。而对于新兴市场非洲国家莫桑
比克的投资则应采用对外直接投资的模式与当地企业合资经营。其次，随着对外
投资经验的累积，海螺水泥应该逐渐通过并购和战略联盟的组织形式，扩大境外
投资过程中的企业集聚效应，形成“走出去”的合力。最后，海螺水泥应当增强
与安徽省政府的合作，借助工业园区平台，实现走出去的目的。
48
Research the Evolution of Conch Cement Co.,Ltd. under the
Background of “the Belt and Road Initiatives”——Based the Field
Research Conch Cement Ping liang Branch
JingYu Hu Yue Tan QianYun Li
Kun Tan HaoLin Zhou Min Jin
Institution: Shanghai University of International Business and Economics
In the era of economic globalization, foreign direct investment is one of the main
channels to promote the rational allocation of global resources. Xi jinping raised “the
Road and Belt Initiatives” to solve the problems of over capacity, resources reliance
other countries unreasonable industry distribution. Cement as a material of building,
is mainstay industry of national economy which is narrowly related to economy. For
domestic cement companies, “go out” is to explore business opportunities arising “the
Belt and Road initiatives”. China holds 60 of the world's cement production, but there
are few super-large cement multinational companies its corresponding status
introduces a crucial asymmetry. In addition, under the condition of the
implementation of railway, highway, bridges other infrastructure projects advance, the
cement industry has taken a huge leap forward. The initiative does have a vital
catalytic role bringing the soaring regional cement consumption. At the same time, the
government is encouraging Chinese enterprises to transform to international cement
multinational corporations continue to seek overseas development. However, under
the circumstance of the speed of Chinese economy slows down, insufficient domestic
demand industrial over capacity, how to promote the structural transformation
upgrade of the economy is the urgent problem.
As the Chinese cement industry leader, Conch Cement maintains a competitive
edge resource, technology, equipment, funds, mechanism. “go out” strategy Conch
Cement highly accords with the idea of “the Belt and Road Initiatives”, Conch
Cement began to implement the “go out” development strategy since 2011. Conch
Cement is a cement company that has overseas ambitions. Although its brand
technology reach the top level the world, it faces the problem of external environment
deterioration, unbalanced market area, industrial over capacity lack of technology
support.
This essay picked the case of Conch Cement investment strategy analyzed
investment development of Conch Cement recent years using principles of economics
international business theories including strategic decision financial decision. In
addition, combining with the field research Conch Cement Ping liang branch, it
conceived the overseas developments basing the dividends of “the Belt and Road
Initiatives”.
49
According to the analysis above, we can make the following conclusions. As to
region ion, Conch Cement should Southeast Asia region Africa as its markets because
their low barriers to entry, abundance resources low labor cost. Taking account of
political, social, economic, technology other factors, Laos Mozambique are
considered a proper investment destination for Conch Cement. The investment Laos
of Conch Cement should mainly adopt intensive strategy, which means seizing the
market share, strengthening brand effect through marketing, then acquiring customers’
loyalty to brand. As for the investment emerging market Mozambique, Conch cement
should adopt foreign direct investment, establish China-Mozambique joint venture.
Besides, as to path ion, strategic alliances can play a strong industry cluster effect,
which could improve the whole competitive advantage help enterprise to “go out” a
concerted effort. Finally, Conch Cement should enhance the cooperation with the
Anhui government by industrial park.
50
27 “一带一路”下聚龙集团全产业链投资模式优化研究
苟华杰张珈铭杨少杰陈柔嘉华晶郭雪纯
(单位：上海对外经贸大学)
“一带一路”战略的提出为我国企业“走出去”提供了绝佳的历史机遇。我
国企业如何利用“一带一路”更好地进行对外投资将是一个日益重要的研究课题。
本文以中国民营粮油企业的代表——天津聚龙集团为例，全方位介绍了该企业的
竞争力和运营状况，分析了企业所处行业的现状和未来走势，在此基础上总结出
聚龙目前存在的影响企业生存和发展的问题，并结合“一带一路”战略提出可行
的措施和路径，让聚龙更好地“走出去”。
本文共分为六章。
第一章主要概括研究的背景，首先介绍了“一带一路”战略、中国的农业安
全问题，然后具体到聚龙这个企业上，简述了聚龙从一家从事棕榈油贸易的公司
到生产贸易型公司转型，再到在印尼对外投资，开发上游棕榈种植园，最后到建
设中国.印尼聚龙农业产业合作区，逐步形成全产业链的过程。
第二章主要结合数据对全球棕榈市场的现状和未来走势进行分析。
第三章主要用“九力分析模型”对聚龙集团的竞争力进行分析，分别对研发
力、制造力、产品力、营销力、品牌力，资源力、决策力、执行力、整合力进行
了评价，同时还介绍了企业目前的运营状况。
第四章在第二章、第三章的基础上，总结出聚龙存在的问题，包括印尼对油
棕业进行限制，第三章“九力模型”中得分较低的产品力和品牌力问题，产品结
构单一，融资难度大，以及农业产业合作区对其他企业的吸引力不够等
第五章针对第四章总结的问题分别给出解决措施和路径，主要包括基于“一
带一路”战略的种植园拓展、市场拓展，增强产品竞争力，聚龙集团营销策略优
化，产业园功能多样化，拓宽融资渠道，积极引进相关企业入驻，建立绿色供应
链，走可持续发展道路等。
第六章主要总结全文内容。
聚龙作为中国民营企业“走出去”的代表，在自己已经取得成功的基础上，
应抓住和利用“一带一路”战略，直面企业目前存在的问题，并用切实可行的措
施和路径去解决这些问题，这是“一带一路”背景下企业提高对外投资水平的必
由之路，也是本文的研究意义所在。
Study the Optimization of the Investment Mode of the Whole
Industry Chain of Julong Group under the Belt and Road Initiative
HuaJie Gou JiaMin Zhang ShaoJie Yang
RouJia Chen Jin Hua XueChun Guo
Institution: Shanghai University of International Business and Economics
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Since the 1970s, due to various aspects of factors, the speed of the
internationalization of China's agricultural process has been a slow state. The proposal
of “the Belt and Road Initiative” strategy provides China's agricultural enterprises a
new impetus to go out. This paper s a representative private grain oil enterprise our
country: Ju long Group as an example. By analyzing the ways problems of Julong
Group's “going out” combining with the whole industry chain investment pattern, this
paper will make recommendations for Julong Group how to go out along the Belt and
Road a better way.
This paper looks the status quo future trend of the palm oil industry. In short
term, it is predicted that the production of palm oil will stay at high level, due to the
stable demand emerging economies including China, the geography conditions are not
suitable for the plantation of palm trees. Thus as a leading enterprise of palm oil
industry, Julong Group should go out the whole industry chain model take advantage
of the Belt and Road Initiative.
This paper analyzes the investment process of the whole industrial chain of
Julong Group the construction of Julong Agricultural Industrial Cooperation Zone
between China Indonesia. The use of Nine-Force Model in-depth analyzes Julong
Group's internal competitiveness external competitiveness. According to Nine-Force
Model, the main problems faced by Julong Group are summarized as follows: the
restriction palm oil industry Indonesia makes it difficult to expand the plantation area;
disadvantages to power of product band; simplex output structure; the market share
has to be improved; the increasingly financial difficulty; the agricultural cooperation
zone are not attractive enough for other companies.
In the end, order to solve the problems of the whole industry chain of Julong
Group, this paper puts forward some solutions according to the relevant policy of the
Belt and Road. Such as the upstream of the industrial chain Julong Group can expand
the plantation expand the distribution market to the countries which involved the Belt
and Road the downstream of the industry chain. Meanwhile, Julong Group will invest
more the production processing part, pay more attention to brand image, take
advantage of the technology advantage effectively help the countries involved the
Belt and road”. Julong Group will make full use of “the Belt and Road” financing
policy other measures to solve the financial problem other problems positively.
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28 TCL 案例分析报告
史福双1 钟洁2 钟玲玲2 翟莹辉1 张新1
(单位：1.中国人民大学2.中国政法大学)
“一带一路”战略的提出，给中国企业“走出去”带来了巨大机遇和潜在
市场的同时，也带来了一定的挑战，TCL 作为中国企业“走出去”的先行者和
标本企业，其“走出去”战略值得我国企业尤其是电子产品企业仔细研究和借鉴。
本文通过对TCL 国际化案例细化分析，着眼于TCL 在“一带一路”沿线国家的
FDI 项目，以TCL 越南工厂（TCL 国际化进程第一站）和波兰工厂（“一带一
路”战略直接受益点）两大项目为主要切入点，总结TCL“走出去”进程中的
成功经验和风险规避点，供中国企业“走出去”参考。
Case Analysis Report of TCL
Fushuang Shi1 Jie Zhong2 Lingling Zhong2
Yinghui Zhai1 Xin Zhang1
Institution:1.Renmin University of China .
2.China University of Political science and Law
Thepropose of “Belt and Road initiative” brings huge opportunities potential
market to the Chinese enterprises for going out. at the same time, also brings some
challenges. As the pioneer specimens enterprises of Chinese enterprises to go out , the
strategy of TCL to go out is worth our country enterprises especially the electronic
products studying carefully, draw lessons it’s experience. This article mainly aims at
detailed analyzing the internationalization of TCL case, focusing the TCL FDI
projects along the “Belt and Road initiative” country, using the two examples of TCL
Vietnam factory (the first station of the TCL’s internationalization)TCL Poland
factory (the point directly benefited “Belt and Road initiative”) as the main entry
point, to summarize the successful experience risk aversion of the TCL “going out”
process ,to make a reference for Chinese enterprises to go out.
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29 “一带一路”背景下中国基建企业入欧如何适应“欧洲标准”
——以中交集团黑山南北高速公路项目为例
陶晓柳童晨馨李敏宇王志伟何佼佼
（单位：中国人民大学）
近年来，全球建筑市场形势发生了深刻变化，资本和技术日益成为市场竞争
的关键，国际工程承包市场正在由质量竞争、价格竞争、服务竞争、品牌竞争逐
渐演化到标准竞争，标准问题已经成为中国基建企业走向海外市场不可回避的问
题。
在“走出去”以及“一带一路”等国家战略的支持和鼓励下，许多中国基建
企业走向海外市场，在亚非等地承揽并高质量建成了多个基础设施建设项目，但
在欧洲市场上却鲜有所获。2014 年12 月，由中国交通建设股份有限公司承建的
塞尔维亚泽蒙-博尔察大桥顺利通车，这成为了我国基建企业走向中东欧市场的
一张靓丽名片， 但是欧洲市场上质疑“中国速度是质量魔鬼”的声音仍然存在。
因此作为我国基建企业在在欧洲第一条真正意义上按照欧洲标准，设计、施工和
建设的高速公路，黑山南北高速公路项目意义重大。本文将以该项目为例，深入
分析“中国标准”与“欧洲标准”在技术、设计、设备、环保以及职业健康等方
面存在的差异，并在访谈调研的基础上总结中国基建企业为解决问题所采取的针
对性措施，最后围绕“标准”对中国基建企业如何更好地进入欧洲市场提出建议。
How Chinese infrastructure enterprises adapt to “Europe standard”
XiaoLiu Tao ChenXin Tong MinYu Li
ZhiWei Wang JiaoJiao He
Institution: Renmin University of China
In recent years, the global construction market situation has undergone profound
changes, capital technology increasingly become the key to market competition.
International engineering contract market is evolved the quality competition, price
competition, service competition, brand competition to standard competition.
Standards has become an unavoidable problem for Chinese infrastructure enterprises
which are trying to expand overseas market.
Under the support encouragement of national strategies including “Going Out”
“One Belt One Road”, considerable Chinese infrastructure enterprises have expanding
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overseas markets, contracted many infrastructure projects. However, their
performance European market is unsatisfactory. In December 2014, the Serbian
Zemun-Borca Bridge constructed by China Communications Construction Co., Ltd.
successfully opened, which became a wonderful business card of Chinese
infrastructure enterprises. But the prejudice of “Chinese speed is the devil of quality”
still exists European market. Therefore, as the first project Europe which build
accordance with European standards to design, the Bar-Bolj are Highway Project is
extremely significant for the further development of Chinese infrastructure enterprises
European market.
This report will take this project as an example to analyze deeply the differences
between “Chinese Standards” “European Standards” terms of technology, design,
equipment, environmental protection, occupational health other aspects. On the basis
of the interview, we will summarize the measures used by Chinese Infrastructure
enterprises to solve these problem. Finally, we will come up with suggestions what
the Chinese infrastructure enterprises should do to enter European market more
smoothly.
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30 关于北京市宏福建工走出去的案例研究
王晓琳张鑫玉王宇慧
（单位：中国人民大学）
为了能更好的帮助民营建筑公司在”一带一路“走出去的过程中减少阻力，
释放其产能，充分发挥其比较竞争优势，本次研究的目的主要是通过深刻分析案
例企业宏福建工在走出去成功和失败的经验，对民营建筑企业走出去提供一些切
实可行的方案，使民营企业在”一带一路“的建设中，能够起到积极的作用，获
得最大的经济效应。
A case study of Beijing Hongfu construction company's going out
XiaoLin Wang XinYu Zhang YuHui Wang
Institution: Renmin University of China
In order to help the private construction companies go out more easily “OBOR”,
we this company to represent all private companies, to give a analysis put forward
some suggestions.
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31“一带一路”战略下建筑行业新发展——以华西集团投资越南为例
朱伶俐周怡华许书彦
（单位：上海对外经贸大学）
“一带一路”战略的提出，加快我国延边地区的开发开放，对于国家安全、
区域合作、民族团结和边疆稳定有重要意义。“走出去”战略能够提高企业竞争
力、开拓国外市场及促进产业升级，是国家供给侧改革和对外开放战略的重要部
分。中国积极推进“一带一路”政策，致力于促进贸易投资多元化及减少贸易壁
垒，加快企业对外投资扩张海外市场。本文以华西集团越南投资建筑业为例，介
绍“一带一路”背景下中越双边贸易关系，分析我国企业在建筑行业越南投资时
面临的风险及问题，根据华西集团海外投资状况，结合越南国家的政治、经济、
文化等因素，分析企业在越投资面临的机遇与困境，探索我国企业在越南投资的
可行路径和办法，以实现我国企业进一步海外投资业务。
On the basis of “One Belt, One Road” strategy analyze the new
development of construction industry, exampling to Huashi Group
LingLi Zhu YiHuaZhon ShuYan Xu
Institution: Shanghai University of International Business and Economics
With the putting forward of the “One Belt One Road” initiative speed up the
opening of economiesYanbian area. Go global” strategy can boost Chinese
enterprises' competitiveness, expand the world markets upgrade industrial
infrastructures. As a significant part of the national strategy, which are adoption of
China supply-side reform the opening-door policy. China pushes OBOR initiative
ahead positively aimed to diversification of trade, investment bilateral ties with
foreign countries. Enable easier domestic market access to foreign companies. In this
case, we focusthe construction investmentsVietnam of Sichuan Huashi Group.
Introduced the friendly bilateral trade relationship between ChinaVietnam analyzed
opportunities challenges which the real estate faced overseas investment. On the basis
of the current situation of Huashi Group outbound investment the social, economic
political pulse of Vietnam, find out the chance issues, explore the feasible solutions of
outbound investment. It is supposed to expand corporations' foreign business.
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32 中国交通建设股份有限公司埃塞俄比亚Arerti 工业园——谁动
了我的原材料？
唐成芳周李富刘逸欣肖阳王凯马英博
（单位：暨南大学）
中国交通建设股份有限公司（以下简称“中交”）作为国内众多国有建筑企
业之一，多年来承担着国内外交通基础设施建设重任。自2013 年，“一带一路”
倡议提出之后，中交积极响应，快速扩张海外市场，在原有的业务范围上转型升
级，为“一带一路”沿线国家提供以交通基础设施建设为主线的综合工业园投资
建设服务。本案例从工业园项目负责人Jim Liu 的角度介绍中交Arerti 建材家
居工业园，给出中交选择在埃塞自主投资运营该工业园的原因，以及分析工业园
建设过程中出现的问题和挑战。通过对中交在埃塞进行工业园投资建设过程中产
生的中国企业对外投资共性问题和挑战进行分析，总结出解决措施和相关经验为
之后类似企业的对外投资提供一些指导和建议。
CCCC Arerti Industrial Park Ethiopia:what happened to my
Rawmaterials?
ChenFang Tang LiFu Zhou YiXin Liu
Yang Xiao Kai Wang YingBo Ma
Institution: Jinan University
As one of state-owned construction company, China Communications
Construction Company (hereafter CCCC) has made a substantial amount of
investments infrastructure home abroad. CCCC has responded to the national strategy
proactively to expand overseas, upgradeddiversified the current range of business
made investments the integrated industrial park which focuses the construction of
communication infrastructure since “One BeltOne Road”(hereafter OBOR) initiative
was proposed 2013. The case conducts studythe situation of the industrial park for
construction materialsthe reasons why CCCC chose to invest Ethiopia the perspective
of Jim Liu, a director of the industrial park. And we mainly analyze the problems
challenges arisingthe investment of industrial park. Then, we classify these problems
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challenges according to specific factors with respect to political cultural to summarize
the experience advice which can be used for other companies preparing to go globally.
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33 汉欧国际成功的“幕后推手”
杨美华张璇康莉王婷刘洁
（单位：武汉理工大学）
“一带一路”战略给许多内陆企业“走出去”带来了机遇，在这一背景下，
汉欧国际作为提供国际物流服务的供应链管理公司优势明显。本文通过研究“汉
新欧”专列从首发之后陷入停运状态到恢复常态化运营的整个发展过程，具体分
析汉欧国际运营汉欧班列的优势所在。根据国家特定优势理论，从母国的行业优
势、规模优势、区位优势和组织优势四个方面具体分析汉欧国际“走出去”所具
有的优势，并对其目前存在的问题提出相应的对策和建议。
Who Is the Personbehind Driving the Success of WAE?
MeiHua Yang XuanZhang Li Kang Ting Wang Jie Liu
Institution: Wuhan University of Technology
With One BeltOne Road strategy put forward, there are many opportunities for
inland enterprises going out. Wuhan Asia-Europe Logistics, a supply chain
management company providing international logistics services, owns obvious
competitive advantages under this background. In this paper, we mainly research the
development process of Han-Xin-Europe, which was trapped the outage state after the
first episode finally resumed normalized operation, analyze the specific advantages of
Wuhan Asia-Europe Logistics. Besides, the perspective of the theory of Home
Country Specific Advantages, we elaborate the advantages for Wuhan Asia-Europe
Logistics going outfour aspects: the home country industry advantage, scale
advantage, location advantage organizational advantage,put forward some
countermeasures recommendations for its current problems.
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34“一带一路”背景下的申洲国际海外投资战略分析
张鼎刘莉马亦福林昀郭润佳袁家健
（单位：宁波大学）
近年来，全球经济格局发生了重大的调整和变化，中国经济发展步入了新常
态。“一带一路”建设的提出和落实，不仅从政治、经济、文化等领域为解决区
域发展问题提供了新的思路，还将成为中国新时期经济转型、中国企业走出去的
重要引擎。作为中国最具规模的纵向一体化针织制造商，申洲国际集团控股有限
公司（简称“申洲国际”）以“一带一路”为契机，积极实施海外投资战略。由
于越南与中国山水相连，同处于儒家文化圈，还同为社会主义国家，在制度和文
化环境方面与中国具有高度相似性，因而成为申洲国际走出国门的首选之地。
本文以区位优势理论、国际生产折衷理论、发展中国家企业国际化经营的动
因以及边际扩张理论为基础，建立了分析框架，论述了申州国际投资越南的动因。
同时，也阐述了目前申洲国际在越南投资所面临的困境，并对目前申洲国际在越
南所面临的问题、我国企业进行海外投资提出了相关建议。
The analysis of Shenzhou International strategy about overseas
investment under the background of “the Belt the Road ”
Ding Zhang Li Liu YiFu Ma
Yun Liu RunJia Guo JiaJian Yuan
Institution: Ningbo University
In recent years, global economic went through a considerable adjustment change,
Chinese economy has went“New Normal”. The propose implement of “the Belt the
Road” not only offer a new idea for regional development issuesterms of politics,
economyculture, but will also become an important engine of economic restructuring
of China’s enterprises’ going outchina’s new era. Shenzhou International, the largest
vertical integrated knitting manufacturer China, takes “the Belt the Road “as an
opportunityimplements overseas investment strategy actively.Vietnam, next to China,
not only belongs to Confucian culture, but also socialist countries. Therefore it has
many things common with China such as social system cultural environment. Thus
Vietnam becomes the priority for many enterprises that are going out.
The article, which is based the theory of regional advantage, the eclectic theory
of international production, the motivation of international operation of enterprises
developing country the theory of marginal industry expansion, then built an analytical
framework discussed the reasons of Shenzhou Internationals investmentVietnam. At
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the same time, we also expound the current plights Vietnam put forward some
suggestions for Shenzhou international other Chinese enterprises overseas investment.
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35 中粮全产业链战略——案例分析
李悦姚雯付涛霍衍桥冯亚楠
（单位：上海大学）
对中粮集团进行简要介绍后，我们从宏观和微观上分别分析了中粮布局全球
全产业链的困难。宏观上主要是从当前的国际局势和各国家对中国走出去的态度
上进行分析。微观上我们首先是分析了中粮的9 个上市公司的财务指标并运用计
量经济学知识建立模型研究了中粮农产品加工企业的纵向一体化程度对企业绩
效的影响。最后结合国际四大粮商和中粮进行了对比分析，发现中粮和四大粮商
目前存在的差距。最后根据所发现的问题分别提出解决方案。
COFCO Whole industry chain Strategy —— case study
Yue Li Wen Yao Tao Fu YanQiao Huo YaNan Feng
Institution: Shanghai University
After brief introduction to COFCO, we analyzed the difficulties of the overall
global industry chainthe macromicro levels. Macroscopic analysis is mainly the
current international situationthe attitude of each country to China. At the same time,
we firstly analyze the financial indexes of nine listed companies use the knowledge of
econometrics to study the effect of vertical integration degreeits performance. In the
end, the gap between COFCO the four major grain dealers is found. According to the
problems, we finally put the solutions.
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36 互联网平台助力中国企业走出去研究——以中国方舟引领巅峰集
团开拓印度市场为例
周文辉白云龙吕然张锦锦徐迪珂孙安琪
（单位：东北财经大学）
民营经济是我国国民经济的重要组成部分，随着对外开放程度的不断加深，
民营企业作为对外投资的重要力量，如何助推其“走出去”也成为我国经济发展
的重要课题。近年来，“一带一路”战略构想的提出以及互联网的快速发展为民
营企业“走出去”带来了新的机遇。产业互联网通过将工业、农业与生产性服务
业融合，利用大数据做资源整合，将互联网从营销渗透到生产端，使传统的线性
产业价值链逐步扩展成网状，从而打造一种全新的业态。“中国方舟”作为一个
产业互联网服务平台，积极响应政策号召，在“一带一路”框架下为企业建立一
个“走出去”的平台，线上线下合力帮助企业对接海外公司，为中国民营企业“走
出去”做出了卓越贡献。本文以中国方舟引领下的巅峰集团为例，具体分析了该
集团如何借助中国方舟“走出去”并在此过程中遇到的问题和对应措施。最后提
出合理建议，为中小企业“走出去”提供新的借鉴意义。
The Study of Internet Platform Helping Chinese Enterprises to Go
Out ——Taking the Develop of Indian Market for DianFeng Group
Leaded by Ark of China as An Example
WenHui Zhou YunLong Bai Ran Lu
JinJin Zhang DiKe Xu AnQi Sun
Institution: Dongbei University of Finance and Economics
Private economy is an important part of China's national economy. With the
deepening of the degree of opening to the outside world, how to boost private
enterprises to”going out” , which are important force of foreign investment, has
become a significant subject of China's economic development. In recent years, the
proposing of “The Belt Road” strategic ideathe rapid development of the Internet have
brought new opportunities to private enterprises for their “going out”. Industrial
Internet through the integration of industry, agriculture productive services, using the
big data to integrate the resources, penetrates the Internetthe marketing to the
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production, so as to extend the traditional linear industrial value chain to a
networkcreate a new format. “Ark of China” as a service platform of Industrial
Internet responds to the policy call actively. It establishes a platform for enterprises to
“going out”under the framework of “The Belt Road”helps enterprises connect
overseas companies online-offline together. It makes an extraordinary contribution for
China’s private enterprises to “going out”. This paper set DianFeng Group which is
leaded by Ark of China as an example, specifically analyzes how DianFeng Group
used Ark of China to “going out”what problems metthis processthe countermeasures.
Finally, the paper puts forward reasonable suggestions provides new references for
small-medium enterprises.
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37 上海建工对“一带一路”沿线国家投资案例研究报告
孙晨璐盛兰倩王浪杨晨成李静
（单位：上海对外经贸大学）
随着“一带一路”的推进，我国一些大型的建筑公司纷纷走出国门，承揽海
外项目。本文以上海建工为例，探讨企业走出去的路径及经验。文章主要运用邓
宁的国际生产折衷理论，首先对上海建工企业在“一带一路”沿线的投资现状及
特点进行分析，其次运用SWOT 进行进一步的分析，得出该企业沿一带一路国际
化战略规划和实施路径及经验启示。
“One Belt One Road” Investment Strategy Case Study
ChenLu Sun LanQian Sheng Lang Wang
ChenCheng Yang Jing Li
Institution: Shanghai University of International Business and Economics
With the development of The Belt Road Initiatives, some large construction
companies China have gone abroad to undertake overseas projects. This paper takes
Shanghai Construction Engineering as an example to explore the pathexperience of
enterprises going out. This paper mainly uses Dunning 's international production
eclectic theory. First, it analyzes the current status characteristics of Shanghai
construction enterprises' investment along “The Belt Road Initiatives”. Secondly,
using SWOT to further analysis, finally put forward the implementation path
experience.
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38 “‘一带一路’：中国企业的新丝路”
李栋刘梦楠孟欢李朝朝曹彦芳朱金娥
（单位：河北经贸大学）
近几年世界经济发展缓慢，世界利益格局不断调整，在这样的国际形势下，
世界各国为了谋求发展需要加强国际间的合作，共同发展。我国经济现阶段处于
新常态阶段，结构性矛盾和新一轮的产能过剩已形成了新的压力，正处于改革的
攻坚期和深水期，同时欧美等发达国家对正在崛起的中国耿耿于怀，通过不断调
整国家发展战略以及贸易规则等制约我国的发展。在这样的背景下，我国政府提
出了“一带一路”的战略构想，希望可以通过“一带一路”加强与沿线其他国家
的联系，促进我国的不断开放，走向国际舞台。“中巴经济走廊”作为“一带一
路”的重大项目，不仅将带动巴基斯坦的经济发展，增加当地人民的收入，而且
将会解决困惑我国已久的能源进口问题，迎合我国向西开放战略，将带动我国部
分地区企业结构和经济的升级。本文从中国外国集团有限公司接手并投资建设瓜
达尔港为例，分析中国企业走出去面临的问题，探索企业走出去的实现路径及对
策措施，总结企业走出去的成败经验。
“The Belt Road”：The New Silk Road of Chinese Enterprises
Dong Li MengNan Liu Huan Meng
ZhaoZhao Li YanFang Cao JinE Zhu
Institution: Hebei University of Economics and Business
With the development of The BeltRoad Initiatives, some large construction
companies China have gone abroad to undertake overseas projects. This paper takes
Shanghai Construction Engineering as an example to explore the path experience of
enterprises going out. This paper mainly uses Dunning 's international production
eclectic theory. First, it analyzes the current status characteristics of Shanghai
construction enterprises' investment along “The Belt Road Initiatives”. Secondly,
using SWOT to further analysis, finally put forward the implementation path
experience.
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39 中国机械进出口（集团）有限公司土耳其高铁项目案——土耳其
安卡拉至伊斯坦布尔高铁二期工程案例分析
王婕代雪飞张洁邱梦舒魏冉聂心怡
（单位：北京工商大学）
区域经济一体化合作日益深入，进一步拉近了亚欧国家互联互通的伙伴关系，
形成刺激区域经济共同发展的新契机，以中国古代丝绸之路为依托，解决我国产
能过剩等经济压力，“一带一路”战略构想应运而生，打造与沿线国家互利共赢、
共同繁荣的“命运共同体”。安伊高铁作为中国走出去和“一带一路”战略的
重要工程，给沿线城市和地区的物流、旅游、商贸、交通、文化交流等领域创造
机遇，升华中国与土耳其的国家友谊，也为“一带一路”其他项目的成功实施提
供了范例。
本案例分析报告首先立足于中国机械进出口（集团）有限公司（简称“中机”）
“走出去”战略的实施背景，以安伊高铁项目为例，回顾项目发展历程。然后，
重点分析中机公司对外投资建设安伊高铁项目过程中遇到的问题及其对策，并总
结安伊铁路二期工程的成败经验及建议。随后，运用SWOT 分析，阐释中机公司
“走出去”战略的优势、劣势、机遇和挑战。最后，借鉴中机公司安伊高铁项目
的成功经验，总结中国企业“走出去”的实现路径及对策措施。
High-speed Railway Project of China Machinery Import &Export
Corp.Turkey——Case Study Second Phase of Ankara-Istanbul
High-speed Railway Project
Jie Wang XueFei Dai Jie Zhang
MengShu Oiu Ran Wei XinYi Nie
Institution: Beijing Technology and Business University
Along with the increasingly deepening regional economic integration, there has
been a closer partnership between Asia-Europe, new opportunities emerge for
stimulating the joint development of regional economy. BasedChina's ancient Silk
Road, as well as solution-seeking to the economic pressure of overcapacityChina, the
strategic concept of “the Belt Road Initiative”(B&R) camebeing, which is a mutually
beneficial all-win strategy for the countries along the B to forge ;a community of
common destiny with common prosperity. Ankara-Istanbul High-speed Railway, as
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an important project China's;Going Global;B&R Initiative has created opportunities to
the cities regions along the logistics, tourism, businesstrade, transportation, cultural
exchange, etc. It improves greatly the national friendship between ChinaTurkey. It
also serves as a model case for the successful implementation of other projects.
This case study report first startsthe strategic background of China Machinery
Import Export Corp. (referred to as CMC; hereinafter)takes Ankara-Istanbul
High-speed Railway as an example. Then it focusesthe problems countermeasures the
process of investing the construction of the project. Moreover, it summarizes the
experience provides the suggestion to the Second Phase of Ankara-Istanbul
High-speed Railway Project. Further, with the use of SWOT analysis, it explains
CMC’s “Going Global” strategyits advantages, disadvantages, opportunities
challenges. Finally, it summarizes the successful experiences of CMC’s
Ankara-Istanbul High-speed Railway project to sum up the path countermeasures
for ;Going Global among China's enterprises.
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40 自贡灯贸：民营文化企业走出去的风雨历程
颜杰黄琴王宗芳孙平义张爽罗欣
（单位：西南财经大学）
在世界经济全球化和中国实施“一带一路”国家战略的背景下，我国文化企
业积极地实施“走出去”战略，探索企业“走出去”进入模式，但不同企业的行
业特征和内外部条件不同，开拓国际市场“走出去”进入模式也不一样。本文通
过呈现自贡灯贸集团国际化战略的发展历程，将国际贸易理论和国际投资理论与
灯贸集团的实践相结合，对灯贸集团“走出去”模式的选择进行了全面深入的研
究，重点分析和讨论了灯贸集团“走出去”的动因、模式选择及影响因素、模式
选择的修正及对策。据此，文章最后提出了灯贸集团未来“走出去”的发展模式。
Zigong Lantern Trade: Rough Course of Going Out of
PrivateCultural Enterprises
Jie Yan Qin Huang ZongFang Wang
PingYi Sun Shuang Zhang Xin Luo
Institution: Southwestern University of Finance and Economics
Under the background of economic globalization“The Belt Road” national
strategy implemented China, cultural enterprisesour country carry out “going out”
strategy actively explore entry modes of “going out”. However, different industries,
characteristics internal-external conditions are different, which makes entry modes of
developing international market different. Through presenting development course of
international strategy of Zigong Lantern Trade Group, this paper combines
international trade theory international investment theory with practical activities of
Lantern Trade Group, deeply thoroughly researches Lantern Trade Group’s choices
towards modes of “going out”,mainly analyzes discusses the motivation, modes ion,
factors affecting modes ion,revision countermeasures of modes ion. According to
these, the thesis puts forward future developing modes of “going out” of Lantern
Trade Group.
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41 新思路，新标准——阿里云分析报告
杨玥明田远高飞雨李美岳李青松
（单位：对外经济贸易大学）
阿里云向“一带一路”走出去的过程，不仅是代表其自身已具备高水平的国
际竞争力，更代表了我国服务业质的飞跃，是我国一张有力的“技术名片”。不
仅如此，它还可以为其他走出去的企业提供更好的技术支持，显著降低我国企业
的云端计算存储成本，并利用大数据、云计算等手段使企业的产品更好的贴合当
地市场。
阿里云“三步走”的战略稳扎稳打，海外业务平稳开展，业绩节节升高。但
光鲜数据的背后潜藏着许多风险，如隐私保护、文化差异、竞争对手的市场争夺
等，这些都为阿里云市场的继续开拓带来了不确定性。而且现有的国际商务理论
从某些层面已无法对阿里云等新兴互联网企业所面临的问题进行分析，因此我们
提出了借助国家推动力的商务理论，以期能够对隐私保护的问题进行解决；同时，
增加多样性人才的选拔以及利用自身优势等方法可以有效对其他问题进行解决。
这些解决方法经过我们的分析，具有一定的可行性，比如我们举了国家解决隐私
保护问题所付出的相关努力并以此证明企业是可以借助国家的推动力的。
我们经过研究后相信，阿里云虽然面临一定的风险，但是只要用合理的方式
加以应对，会在国际上产生很强的竞争力，并最终利用其自身优势获得全球云计
算业务的大量市场。
The New Silk Road, The New Standard——The Analysis Report Ali
Cloud
YueMing Yang Yuan Tian FeiYu Gao
MeiYue Li QingSong Li
Institution: University of International Business and Economics
The process of going outthe “The Belt Road”, Ali cloud not only has a high level
of international competitiveness, but also represent a qualitative leap of service
industry China, which is a convictive “technological business card”. Not only that, it
can also provide better technical support for other enterprises going out of Chinese
enterprises, significantly reduce the storage cost the use of cloud computing, big data,
cloud computing other means to make the products better fit the local market.
The strategy of “three steps” of Ali cloud go ahead steadily, overseas operations
carry outs moothly, performance is rising quickly. However, three are many risks
hidden behind the data, such as privacy protection, cultural differences, market
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competition for competitors, etc., these are continuing to bring uncertainty to open up
the cloud market. However the existing theory of international business some aspects
has been unable to analysis the problems of Ali cloudand other emerging Internet
companies. so we put forward a business theory with the help of the government,
order to solve the problems of privacy protection; at the same time, increasing the ion
of diverse talents making good use of our own advantages can solve other problems
effectively. These solutions has certain feasibility through our analysis. For example,
we point out the government has made efforts to solve the problems of privacy
protection, so that to prove the enterprises can develop with the help of the
government.
After study we believe that although Ali cloud is facing with certain risk, as long
as using a reasonable way to deal with, will produce a strong competitiveness the
world, will obtain a large number of businessthe global cloud computing market by
their own advantages.
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42 “一带一路”中国企业的新丝路——以中车长春轨道客车股份有
限公司“走出去”为例
陆文婷宫瑜遥张秀梅付英雪王泽欣
（单位：吉林财经大学）
“一带一路”为我国企业的发展带来了新的希望，为我国企业开辟了一条新
丝路。积极发展与周边国家的经济合作伙伴关系，不仅加快了我国企业“走出去”
的步伐，也为双边国家的经济发展做出了巨大的贡献。但企业在“走出去”的过
程中，机遇与风险并存，各种影响因素的变化将加大我国企业“走出去”的风险。
2016 年以来我国对“一带一路”相关投资主要分布在能源、交通运输、房地产
和农业等领域。中车长春轨道客车股份有限公司是我国轨道交通行业的“领头羊”，
通过了解该企业在“一带一路”沿线国家的对外投资过程，分析企业“走出去”
面临的问题，探索企业“走出去”的实现路径及对策措施，将会对其他“走出去”
的企业产生深远的影响及借鉴意义。因此本文通过波特五力模型对该企业所处的
行业背景进行分析，提出该企业在“走出去”过程中将面临的风险，采用PEST
理论及SWOT 模型分析企业的微观及宏观环境，并结合国际商务领域的相关理论，
分析中车长春轨道客车股份有限公司所拥有的优势及存在的劣势。最后，在一定
理论分析的基础上，提出有利于企业发展的可行性建议，为其他正“走出去”的
企业给予借鉴意义。
The Belt And The New Silk Road of Chinese Enterprises——Focus
On The Process of Going globally of CRRC Changchun Railway
Vehicles CO., Ltd.
WenTing Lu YuYao Gong XiuMei Zhang
YingXue Fu ZeXin Wang
Institution: Jilin University of Finance and Economics
“The belt road” brought new hope to the development of enterprises
China,opened a new silk road for our local enterprises. Developing economic
partnership with neighboring countries not only accelerated the pace of “going
globally” of Chinese enterprises, but also made great contribution to Chinese
economic development. Butthe process of foreign trade cooperation of enterprises,
risks opportunities coexist, various factors changing will increase the risk of our
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enterprises to cooperate with other countries. Investment of “the belt road” is mainly
distributed areas such as energy, transportation agriculture since 2016. CRRC
Changchun Railway Vehicles Co., Ltd. (referred to Changchun Railway Vehicles) can
be taken as the leader of the rail transit industry China, so this paper we intend to
analysis the process of investment of enterprises which are the area of “the belt
road”what problems they are facing, that case we can explore the realizing way for
enterprises to “go globally”,that will have a far-reaching impact significance for other
enterprises which want to cooperate with foreign companies.
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43 缅甸密松水电站项目为何会搁浅？
高兰青邓慕萍龙晓琪邓菲张宇晴王志
（单位：湖北大学）
2013 年中国提出了“一带一路”战略，它力求中国与丝路沿途国家分享优
质产能，包括共商项目投资、共建基础设施、共享合作成果。一方面这是我国自
身发展的要求，另一方面也是大国责任的体现。中国作为“一带一路”的发起国，
理应起好带头作用，在国际投资舞台上发挥更加重要的作用。2016 年中国对“一
带一路”沿线53 个国家直接投资145.3 亿美元，占同期总额的8.5。中国正在
打造产业集群式“走出去”的平台。目前我国电力行业总体水平位居世界前列，
而中电投集团是我国电力行业的佼佼者，它在“走出去”的过程中所遭遇的困境
无疑对其他企业而言有很重要的借鉴意义。本文旨在对中电投在缅投资因政治风
险的估量不足而招致投资失败的情况进行具体分析，为中国企业的“走出去”之
路提供借鉴经验。
Why was the Burma Myitsone Hydropower Project Suspended?
LanQing Gao MuPing Deng XiaoQi Long
Fei Deng YuQing Zhang Zhi Wang
Institution: Hubei University
In 2013, China proposed The BeltRoad strategy, which strives to share
high-quality production capacity with China Silk Road countries , including investing
project , building infrastructure , sharing the fruits of cooperation. On the one hand,
this is the requirement our own development,the other hand,which is the embodiment
of the responsibility of great power . China, as the sponsor of The Belt Road, should
take a leading roleplay a more important role international investment area. China
directly invested US $ 14.53 billion53 countries along the The Belt Road;2016,
accounting for 8.5 of the total. China is building an industrial cluster going out
platform. At present, China's power industry isthe forefront of the overall level,CLP
Investment Group is the leader China's power industry, the difficulties encountered
the process of going out is undoubtedly a very important reference for other
enterprises . This paper aims to analyze the situation of CLP investment Burma due to
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the lack of political risklead to the failure of investment,provide reference for the
going out; of Chinese enterprises,
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44 一带一路谋略远，潍柴海外布局广——潍柴集团“一带一路”沿
线贸易投资策略分析？
蔡峰冯延娟姜畅刘亮
（单位：广东外语外贸大学）
在世界政治经济局势发生复杂变化，国内经济发展进入“新常态”，增速变
缓、产能过剩的背景下，中国以一个大国的担当参与到推动世界经济政治新秩序
的建立中，提出了“一带一路”倡议。该倡议辐射亚欧非65 个国家和地区，成
为了促进该区经济贸易和投资联系加强的纽带，自提出以来受到了国内外的高度
关注和积极响应，为国内企业带来了新的发展机遇和挑战，引起国内企业“走出
去”的热潮。潍柴集团是我国汽车及装备制造行业的领先者，近年来，积极响应
国家“一带一路”倡议的号召，在沿线国家进行相应的贸易和投资活动。本案例
分析报告基于邓宁的国际生产折衷理论，对潍柴集团在“一带一路”沿线国家的
OIL 优势进行分析，总结出潍柴集团在该区的贸易和投资策略规律，并对企业在
“一带一路”国家投资活动中存在的机遇、风险和挑战进行分析，提出相应的建
议。
Weichai Group's overseas layout the context of The Belt Road——
Analysisthe Investment Strategy of Weichai Group's Overseas Trade
Feng Cai YanJuan Feng Chang Jiang Liang Liu
Institution: Guangdong University of Foreign Studies
In the context of the political economic situation complex changes the world the
Chinese domestic economic development the new normal;China participate
promoting the establishment of a new world economic political order with a big
country image, putting forward the The Belt Road initiative. The initiative to radiate
65 countries regions Asia, Europe-Africa, has become the promotion of
economictrade links the region to strengthen the link, attracting the domestic
international attentiona positive response since proposed by, bringing new
opportunities for development challenges to domestic enterprises, causing going out
boom for domestic enterprises. Weichai Group is a leader China's automobile
equipment manufacturing industry. In recent years, it has responded positively to the
call of the national ;The Belt Road initiative, to carry out the corresponding
tradeinvestment activitiesthe countries along the route. Based Deng Ning's
international production trade-off theory, this case analysis of Weichai Groupthe ;The
BeltRoad countries’ OIL advantage, summed up the trade investment strategy of
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Weichai Groupthe area,analyzing the opportunity, riskchallenge of a enterprisesthe
state investment activities, then put forward the corresponding suggestions.
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45 “一带一路”背景下中国企业面临的机遇、风险及应对策——基
于中国远洋运输集团总公司的案例分析
黄贺常臻峥李长青
（单位：中国人民大学）
“一带一路”沿线不少国家尚处于“经济凹陷带”，经济发展的基础还比较
弱，未来增长潜力巨大。随着“一带一路”合作的展开，这些经济欠发达国家和
地区将会逐步产生大量基础设施建设和投资项目。“一带一路”战略有助于欧盟
经济稳定复苏和发展中国家经济转型，将创造出可观的全球海运贸易需求，促进
现有海上和陆上运输物流通道的优化和完善。本文选取了我国与“一带一路”战
略核心“五通三同”，密切相关的航运企业龙头中国远洋运输（集团）总公司作
为案例分析研究对象，结合国际物流行业现状，基于国际生产折衷理论解释其海
外投资行为，具体分析中远在“一带一路”框架下面临的投资发展机遇和风险，
最后有针对性地提出应对策略，实现沿线国家基础设施升级，企业码头和物流优
势再造，探索最佳服务路线，利用市场持续经营的共赢目标。
The Opportunities Risks the Belt Road Brings about for Chinese
Enterprises Their Coping Strategies——Based the Case Analysis
COSCO
He Huang ZhenZheng Chang ChangQing Li
Institution: Renmin University of China
Many countries alongside the Belt Road are stillthe economic depression belt.
The fundamental of economic development those countries is still relatively weak
while the future growth potential is great. With the implement of the BeltRoad, these
economically underdeveloped countries regions will gradually generate a large
number of infrastructure construction investment projects. The Belt Road initiative
will be conducive to the recovery of European countries economic reform
restructuring of developing countries. It will create considerable global maritime trade
demands, promote the optimization improvement of existed maritimeland transport
logistics channel. This paper takes China Ocean Shipping (Group) Corporation which
is closely related to the core of the BeltRoad as an example to analyze the status quo
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of the international logistics industry. Basedthe Eclectic Theory of International
Production, the essay will analyze the overseas investment behavior of China Ocean
Shipping (Group) Corporationthe opportunities as well as risks the company will
facethe promote of the Belt Road. At last, the essay will offer strategies how to
achieve infrastructure upgrades the alongside countries, how to rebuild the advantages
of enterprise terminals logistics, how to explore the best service route how to achieve
the win-win goal by means of sustainable operation.
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46 比亚迪汽车的中国梦
李沁哲金萍
(单位：上海对外经贸大学)
如今，汽车产业在中国面临着前所未有的挑战：环境和物流带来的问题对该
行业发展的限制日益严重。中国作为一个贸易大国，汽车的出口显得尤为重要。
虽然国产汽车的销量连续四年位居首位，出口额却在不断减少。据统计，汽车出
口额在2015 年降低了近7。所以，如果复兴经济，消除投资壁垒成为了政府面
临的首要问题。
随着“一带一路的提出”，新的机会在汽车行业中渐渐浮现。“一带一路”为
我国企业对外贸易提供了新的思路。这项政策包含了世界上的许多国家，促进了
中国企业与国外的企业的合作。对于汽车工业来说，它加快了汽车产业变革和创
新，让生产的汽车更多地融入了信息智能以及环境友好型元素。比亚迪作为我国
先进的汽车生产商，很好的利用了“一带一路”总的有利政策，扩展了其在海外
的业务，其中包括美国的市场。
最开始作为电池生产商，当电池市场出现萎缩时，比亚迪迅速转换其主要产
品，摇身一变，成为了汽车的生产商。经过几年的发展，他成为了中国主要的汽
车生产商之一。有了这次成功的经历，比亚迪有了更加大胆的想法：将自己的核
心竞争力——电池和汽车联系起来，于是有了比亚迪第一款电动汽车。这款汽车
在2008 年底特律车展上广受赞誉，甚至为其带来了投资巨头巴菲特的投资。自
此以后，比亚迪在美国的投资拉开帷幕。
Dream of BYD for the Investment America
QingZhe Li Ping Jin
Institution: Shanghai University of International Business and Economics
Nowadays, the automobile industryChina is facing the great challenge.
Limitations caused by the environment transportation are rising. As a large trading
country, export of vehicles seems to be crucial for China. Though sale of automobiles
madeChina isthe top for continuously four years, the quantity of export is actually
decreasing. It is reported that the total amount of export fell by 72015. Therefore, how
to boost the economy, eliminate the investment barrier are the key problems that the
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government meets.
With the proposal of “the BeltRoad”, new opportunities for car industry appeared.
This proposition provides a new approach for Chinese enterprises to trade with other
countries. It covers a great vast of land the world, promoting the cooperation between
Chinese companiesthose overseas. In terms of car industry, it accelerates the
revolution innovation of vehicle manufacturing, the implication of the intelligence the
environment-friendly components cars. As a car manufacturer, BYD tried to take
advantage of “the Belt Road” related policies that benefit the car industry to increase
its market share of other countries including the United States.
Once being a battery producer, BYD then tried to producing vehicles when the
market of battery was saturate. After several years’ development, it had become one
of the main Chinese automobile manufacturers. With this great success, it decided to
combine its core competence with the production of cars: produces electric vehicles
hybrid electric vehicles (HEV). Having received the praises auto mobile show
heldDetroit2008the capital invested by Warren Buffett, BYD started its long way of
investment America.
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47 扬帆远航——山西建筑工程（集团）总公司借“一带一路”推进战
略转型
向禹阳梁言石林乔亚芳
(单位：山西财经大学)
在“一带一路”战略的东风下，中国在继续保持印尼第一大贸易伙伴地位的同
时，一举跃升为第三大投资来源国，两国经贸合作从传统的贸易、工程承包向产
能、投资、金融服务和电子商务等领域深化拓展。提前布局印尼焦化-发电-镍铁
产业链，是山西建筑工程（集团）全球化布局的关键一环。该项目不但是山西企
业跨越转型的关键点，更是不断拓展印尼工业园区基础设施的又一重大举措。当
优势产能邂逅丰富资源，巨大的互补优势，借由“一带一路”新机遇，创造出新的
比较优势，一场成功“联姻”就此开启。这是山西建筑工程（集团）布局全球化战
略的具体实践，也是山西企业深度参与“一带一路”沿线国家合作、寻求互惠共赢
的一次有益尝试。
Further to fly—The case of how Shanxi Construction Engineering
(Group) Corporation promote the strategic transformation
supported by “The Belt and Road”
YuYang Xiang Yan Liang Lin Shi YaFang Qiao
Institution: Shanxi University of Finance and Economics
Supported by “The Belt and Road” strategy, China has become the third largest
investor of Indonesia, while continue to maintain the largest trading partner. Different
the traditional cooperation areas such as trading engineering contract, China Indonesia
now mainly focus productivity, investment, financial services e-commerce. The
critical point of globalization Shanxi Construction Engineering Group Corporation is
to overall arrange coking-electricity-ferronickel project. The project is not only the
key of transformation of Shanxi corporations, but also a major step expanding the
infrastructure as industrial park Indonesian. Shanxi Construction Engineering Group
Corporation has preponderant capacity, while Indonesian abounds resource. The
combination can create the new comparative advantages initiated a successful alliance,
additionally supported by “The Belt and Road” policy. This is the concrete practice of
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Shanxi Construction Engineering Group Corporation to layout the globalization
strategy, also the deeply involvement the economic cooperation win-win between
Shanxi enterprise countries along the “The Belt and Road”.
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48 一带一路背景下亨通光电走出去路径分析
李坤明王腾范雨雨苗贞贞郭小文刘丹
(单位：中南财经政法大学)
2013 年10 月首次提出的“一带一路”发展战略框架为中国企业来提供了巨
大的机遇和发展空间。与此同时，企业也必须谨慎考量实现“走出去”所需采取
的投资路径。由此，本文选取江苏亨通光电股份有限公司作为研究对象。通过考
察其近几年于“一带一路”沿线国家的投资扩张过程，对其全球化战略布局进行
了分析，将亨通的国际化过程归纳为市场国际化、资本国际化和品牌国际化三个
阶段。并进一步地总结了亨通在市场国际化过程中搭建市场渠道的经验，以及对
亨通在资本国际化阶段的并购印尼VOKSEL 公司的案例用主成分分析法进行了
财务绩效评估。最后对亨通实现品牌国际化所要面临的风险进行了分析，并对亨
通国际化过程中的有益经验做了总结概括。
AnalysisInternationalization path of HTGD under One Belt One
Road Initiative
KunMing Li Teng Wang YuYu Fan
ZhenZhen Miao XiaoWen Guo Dan Liu
Institution: Zhongnan University of Economics and Law
One Belt One Road Initiative was firstly proposed October 2013, which provides
huge opportunities for Chinese enterprises. Meanwhile, companies shall take full
consideration of its Internationalization path needed achieving its expansion overseas.
In this paper, Heng tong Optic-electric Co., Ltd, a Chinese Private enterprise, is ed as
our study objective. Through analysis its expansion process along One Belt One Road
Initiative countries, we study its global strategy layout summarize the process as three
stages: Marketing Internationalization, Capital Internationalization Brand
Internationalization. Then the paper summarizes its experience establishment of
marketing channel, further we study the case of its acquisition of VOKSEL using the
tool of Principal Component Analysis. In addition, we analyze the risks HTGD faced
achieving brand Internationalization. At last, we give four practice experience through
the case study hopefully it may be guidance for more Chinese enterprises.
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49 中国制造业企业国际化路径：烟台万华并购博苏化学案例分析
李京航王若凡陈国媚李斯好
(单位：中央财经大学)
2011 年1 月，我国化工行业的龙头企业、世界上最大MDI（二苯基甲烷二
异氰酸酯）生产商——烟台万华（Wanhua Chemical Co., Ltd）以16 亿美元成功
收购匈牙利最大的化工企业——博苏化学公司（BorsodChem）96 的股权，是中
国目前在中东欧地区最大的投资项目、匈牙利最大的外商投资项目，成为中国首
个被享誉全球的投行专业性杂志《国际金融评论》评为最佳重组交易的案例。匈
牙利博苏化学公司是成立于1949 年的老牌化工企业，地处匈牙利东北部老工业
区，当时是中东欧最大的MDI 制造商，业务范围涵盖至欧洲、中东及非洲地区。
2008 年，BC 公司开始出现严重的资金链断裂，面临破产危机，不得不出售股权，
万华从中发现了机遇。在重重困难与障碍之下，万华不仅巧妙运用境外PE 资本
成功完成收购，还在收购完成后依靠总部的实力，对博苏化学公司进行了全面整
合，在资本输出的基础上，还给予了一定的技术支持和管理输出，通过对原有装
置进行技术改造，扩大生产规模，最终不仅成功化解了债台高筑的博苏化学公司
的破产危机，还明显改善了公司的综合竞争力。该收购项目逐渐收获丰厚的回报，
万华在中东欧的影响力也在不断提升。另外，在“一带一路”倡议下万华还将并
购成果不断扩大——2012 年开始以博苏化学公司老工业园为依托，在匈牙利建
设新的产业园区，建立起了中国企业开拓欧洲市场的桥头堡，带动国内相关企业
集群式“走出去”，成为中国企业建立境外产业园区的典范，并于2016 年获批为
国家级境外经贸合作区！
烟台万华收购博苏化学公司是我国企业通过跨国并购成功“走出去”的典型
案例，是企业国际化长期准备过程与机遇相结合的成果，代表了中国一类典型性
企业——拥有核心技术的资本密集型企业“走出去”的方式，并且现有足够的观
察期对其并购绩效进行合理的评价。本报告通过深入分析烟台万华并购BC 公
司前期的背景与动机、并购过程中遇到的困难与解决方式、并购后的整合方法以
及后续建设海外产业园区将并购成果扩大这一系列过程，总结出烟台万华成功的
经验，为中国企业实施跨国并购提供一定的借鉴意义与参考价值，对“一带一路”
倡议下中国企业“走出去”具有重要的现实指导意义
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The Internationalization Path of Chinese Manufacturing Enterprises:
A Case Study of Wanhua’s Acquiring Borsod Chem
JingHang Li RuoFan Wang GuoMei Chen SiHao Li
Institution: Central University of Finance and Economics
Wanhua Chemical Co., Ltd, the leading chemical enterprise China the second
largest producer of isocyanate (MDI), successfully acquired 96 of Hungarian largest
chemical maker Borsod Chem for $1.6 billion February 2011. This acquisition has
become both Chinese largest investment project central eastern Europe Hungary's
largest foreign investment project, which was recognized as the annual “Best
Reorganization Transaction” by the International Financial Review, the
world-renowned professional investment banking magazine. Founded 1949 located
Hungarian northeastern old industrial area, Borsod Chem, a veteran chemical
company, was the largest MDI manufacturer central Eastern Europe with products
selling to the market of Europe, the Middle EastAfrica at that time. In 2008, Borsod
Chem began to face a serious capital strand break a bankruptcy crisis so that it had to
sell its equity. And Wanhua seized the opportunity. Having overcome multiple
difficulties obstacles, Wanhua not only successfully completed the acquisition with
clever use of foreign PE capital, but also implemented successful integration with the
helpthe headquarters. Except capital support, Wanhua also provided Borsod Chem
with technical management support, which not only saved the acquired company
bankruptcy but also improved the company's overall competitiveness. The acquisition
was gradually gaining a lucrative return Wanhua’s influence central Eastern Europe
was also rising. To expand the acquisition results in response to China’s “The Belt and
Road” initiative, Wanhua established “Sino-Hungarian Borsod Chem Industrial Park”
based the acquired BC industrial park2012,order to facilitate Chinese domestic related
enterprises to “go out” an industrial clustering way. As a model for Chinese
enterprises to establish industrial park overseas, the “Sino-Hungarian Borsod Chem
Industrial Park” was approved as Chinese state-level foreign economic trade
cooperation zone2016!
Yantai Wanhua’s acquisition of Borsod Chem is a typical successful case of
Chinese enterprises “going out” through cross-border mergers acquisitions. And the
acquisition is also a result of the combination of company’s long-term preparation for
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internationalization the opportunities seized, representing the internationalization
approach of some Chinese typical capital-intensive enterprises with core technology it
has enough observation period to reasonably evaluate the acquisition performance.
This report intends to summarize the successful experiences of Wanhua by analyzing
the background motivations of the acquisition, the difficulties encountered the
mergers acquisitions process the corresponding solutions, the integration approach
after the acquisition the subsequent establishment of overseas industrial park as the
expansion of the acquisition results. Thus the report can provide some references for
enterprises’ cross-border mergers acquisitions has important practical significance for
Chinese enterprises to “go out” under the background of “The Belt and Road”
initiative.
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50 一带一路企业以PPP 模式参与基础设施建设项目的风险及防范对
策分析——以贵州省A 投资公司参与印度项目为例
邹汉康蒋佳丽张妮妮刘凡铭朱楼鸣程思策
(单位：中国人民大学)
自从2013 年秋季中国正式提出“丝绸之路经济带”和“21 世纪海上丝绸之
路”（简称“一带一路”）的战略构想后，与陆上和海上丝绸之路关系都极为密切、
并且也正在迅速发展的印度成为中国企业对外投资的目标投资国之一。印度是南
亚的核心大国，居于次大陆中心地位，其特殊的地理位置造就了南亚特有的地缘
政治格局，即印度和所有其他南亚国家都交接相邻，而这些国家相互之间大部分
都不接壤。在所有南亚国家中，印度与中国有着最长的陆地边界。作为中国西南
边疆最重要的邻国之一，印度如何应对一带一路战略有着重要意义。
根据印度“十二五”、“十三五”经济计划，近几年印度政府侧重于基础设施
建设，电力、公路、铁路、机场、电气等领域投资空间巨大未来五年乃至今后
20 至30 年将是印度基础设施建设的高峰期。然而，现实中基础设施建设的实际
情况却与理想大相径庭。
中国企业参与印度基础设施建设，必须明确在印进行基础设施建设的风险，
并采取相应的防范措施。根据印度十二五规划，印度将在基础设施领域投资1
万亿美元，主要用于道路、电力、供水等领域，其中约30 的投资来自于社会资
本。根据经济学人智库的评估，印度国内PPP 活跃程度在世界排名第三、整体
环境排名第五。此外，印度PPP 项目的国际化特点明显，外资参与的PPP 项目
占到项目总额的十分之一以上，包括马来西亚、英国、毛里求斯等国均有参与印
度PPP 项目。本文是中国人民大学经济学院国际商务调研组在针对G 省A 投资
公司近年来在印度开展的基础设施PPP 项目的案例研究基础上写成的，在分析
以公私合营模式在印投资基础设施项目风险的同时，总结A 公司防范风险的经
验，并且提升成一系列可供推广的措施范式，以供在印投资企业借鉴。
本篇研究报告分为六个部分，第一部分为引言，介绍一带一路背景下中国企
业在印度投资状况；第二部分为文献回顾，整理有关对外直接投资理论、对外直
接投资风险理论、公私合营（PPP）项目风险理论的相关文献，并且确定研究框
架；第三部分为印度市场基础设施建设PPP 项目的发展状况分析，重点落在中
国企业以PPP 模式在印度参与基础设施建设的规模和地位上；第四部分分析在
印以公私合营方式投资基础设施建设的风险分析，主要分为外部环境风险、政府
行政风险、融资风险、法律风险、经营风险以及合同风险等六个方面；第五部分
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为案例企业调研总结，我们以贵州省某投资公司为例，介绍它在印度以PPP 模
式开展的基础设施活动，总结其规避风险所采取的行为；第六部分为总结与建议，
分析A 投资公司在参与基础设施建设过程中遇到的问题，将其经验总结成可推
广的规避风险模式，为A 投资公司及其他试图以公私合营方式参与基础设施建
设的企业“走出去”提供建议。
The Research of the Risks Precautious Measures of Infrastructure
Corporations Involved PPP Projects along the Belt Silk——An
Analysis of Investment Company A
HanKang Zou JiaLi Jiang NiNi Zhang
FanMing Liu LouMing Zhu SiCe Cheng
Institution: Renmin University of China
Since the fall of 2013 when China has formally put forward the strategic concept
of “Silk Road Economic Belt” “21st Century Maritime Silk Road” (referred to as
“Belt and Silk”), India, as a rapidly developing nation one of the targeted countries for
Chinese enterprises to invest abroad, has caught so much attention for Chinese FDI.
India is the core of South Asia, situated the middle of the subcontinent, whose special
geographical location created a unique geopolitical pattern of South Asia, through
which India all the other South Asian countries are adjacent to each other, most of
these countries are not bordering one another. Among all South Asian countries, India
China share the longest borderline. As one of the most important neighbors the
southwest frontier of China, how to deal with the relationship with India is of great
significance.
According to India's “Twelfth Five-Year Plan” “Thirteenth Five-Year Plan”, the
Indian government has focused infrastructure construction, such as electricity, roads,
railways, airports, electrical other areas of huge investment the next five year seven
the next 20 to 30 years. However, the actual situation of infrastructure construction
reality is quite the opposite to the ideal. For example, the New Delhi newspaper
reported July 20, 2016 that the Indian road construction process has been postponed
over the past two years due to land acquisition issues in sufficient funds. India's
National Railway Administration official website data show that 30 highway
construction projects should be completed June, while only seven completed time. For
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India, backward infrastructure construction can not keep up with development needs,
which has become the first priority to the economy.
In order to participate the construction of infrastructure India, Chinese
enterprises must be clear about the risks of infrastructure construction, take
appropriate preventive measures. According to India's second Five-Year Plan, India
will invest 1 trillion dollars infrastructure, mainly for roads, electricity, water other
areas, of which 30 percent of the investment comes private investment. According to
incomplete statistics, as of October 31, 2016, the Indian central local governments
different areas launched nearly 1,000 PPP projects, the total investment of which
reached about 100 billion US dollars. The main PPP modes include BOT, BLT,
DBFOT, OMT. According to the evaluation of the Economist Intelligence Unit, the
activity of PPP India ranked third the world, the overall environment ranked fifth. In
addition, the internationalization of PPP projects India is explicit, foreign participation
the PPP project accounted for more than one-tenth of the total project, including
Malaysia, Britain, Mauritius other countries have participated the Indian PPP project.
This paper, written by the International Business Research Group of the School of
Economics, Ren Min University of China, focused the basis of the case study of PPP
projects carried out by the G-province investment company India recent years. While
analyzing the risk of investment infrastructure investment projects the public-private
partnership (PPP), this paper also summed up the measures which company A took to
prevent risks, upgraded to a series of measures to promote the paradigm for
investment enterprises who are willing to expand India.
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51 “一带一路”列车驶向德国,均胜电子走出创新升级之路
郭方舟张芳芳吴斌汪维赵梦垠仇婷
单位：宁波大学
随着中国经济体量的不断膨胀，中国企业的海外投资规模日益扩大，海外并
购更是呈现爆发性的增长。结合中国企业海外并购现状，不难发现：海外并购金
额逐年增大、目的地从亚非拉到欧美、从资源导向到技术导向、从国企主导到民
企主导。这样的进步与“一带一路”政策的支持是分不开的。
本案例以均胜电子为研究对象，分析其在”一带一路“政策指导下的在德国
的并购经验。重点介绍均胜电子如何制定并购战略、获取资金、规避风险以及做
好并购后的融合问题，为均胜电子及其他企业将来的海外并购战略提供可以借鉴
的成功经验。
另外，均胜电子一方面通过大量外延式的海外并购，整合全球优质资源，获
取先进技术，同时优化资源配置，发挥协同效应：另一方面，始终坚持自主研发，
与汽车整车厂商同步设计开发，走差异化道路。正是通过这种海外并购和自主研
发相结合的发展模式，逐渐奠定了均胜在国内甚至国际汽车零部件细分市场的优
势。这也为国内其他民营制造企业尤其是电子零部件企业带来发展新思路。
Taking The Belt and Road to Germany, Joyson Welcomes Gorgeous
Upgrades
FangZhou Guo FangFang Zhang Bin Wu
Wei Wang MengYing Zhao Ting Qiu
Institution: Ningbo University
Along with the increasing volume of Chinese economy, the scale of oversea
investment surged, especially the outbound M&A. Reviewing outbound deals of the
past years, we could see that the deal volume is becoming larger and larger, the
investment destinations are changing Asia and Africa to Europe the America,
moreover, the private owned enterprises are starting to lead the charge instead of the
state-owned companies, these companies are shifting their focus away
resource-related sectors towards higher-value industries. These changes are
inseparable the support of the “The Belt and Road” policy.
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In this passage, we will take Joyson as example to analyze its oversea
acquisition cases Germany under the guidance of “one belt, one road”. And we are
going to concentrate aspects of M&A strategy making, capital obtaining, risk
controlling merger integration, which will provide experience for companies to
practice the near future.
In addition, there is a point really matters Joyson’s case. On the one hand, Joyson
purchases a large number of foreign assets to obtain the advanced technology, then
exerts synergy effect to reach fast expansion. On the other hands, Joyson is sticking to
independent research, synchronizing the design development with the Vehicle
manufacturers, taking the road of differentiation. With the combination of these two
aspects, Joyson lays its position the field of car components industry. And it also
brings other private manufacturing enterprises, especially the electronic component
companies new ideas for development.
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52 关于中色股份在“一带一路”沿线国家的发展问题研究
杜娟周媛吕钦何淑敏刘尊钰
(单位：中国人民大学)
在国家“一带一路”发展战略的倡导下，我国掀起新一轮“走出去”热潮，
这为企业带来了新的发展机会。“一带一路”战略主要以发展中国家为目标国，
我国企业、政府以及东道国政府都积极响应。但沿线国家国情特殊同时我国许多
企业从事国际化业务经验不足，在“一带一路”战略的大背景我国企业已应该采
取什么样的对策措施沿线国家顺利开展国际业务，实现更好地走出去成为了亟待
解决的问题。本文以多年从事国际业务、战略布局与“一带一路”战略高度吻合
的中色股份为对象进行案例分析，运用折中理论、产业链理论、跨文化理论等国
际商务理论以及实地调研，探讨了中色股份在沿线国家承包工程和开发有色资源
的实现路径，分析了中色股份在实现过程中遇到的问题以及解决方式，归纳其成
功经验，并得出一般性总结，1.前期选址要做完善的尽职调查，并且要针对自身
企业的特点考虑东道国的环境来决定是否投标或者将其作为开展业务的目的地；
2.企业在逐渐实施的过程中需要总结经验并打造出属于自身的国际产业链条，以
便能够完整高效的配套实施自己业务；3.要在国际市场上获得地位并长久不衰企
业需要成熟的技术支持；4.开展国际业务企业需要企业持续的后续支持建设，包
括提供项目相关后续服务，融入当地文化避免冲突，为员工提供生活保障与精神
支持，为当地提供社会服务等。同时本文也针对中色股份本身提出了我们的建议：
一是要调整整体战略，加大有色金属开发比例，利用已经建立起的关系网络建立
品牌。二是继续加大技术投入，争取达到世界一流。三是为国内相关企业提供交
易平台，为自身在东道国开展业务创造条件同时带动产业发展。四是要加强与国
家的联系，树立企业形象，减小对东道国的负面影响以降低潜在风险。
Research NFC’s Development along the Belt and Road
Juan Du Yuan Zhou Qing Lv
ShuMin He ZunJue Liu
Institution: Renmin University of China
Under the advocacy of the Belt and Road，a new round of going out upsurge is
setting off, which brings opportunities for many enterprises. Developing countries are
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the main target countries of the Belt and Road both the overseas domestic enterprises
governments react positively. While the circumstances of the host countries are so
complicated for Chinese enterprises those are lack of relevant experiences. So the
context of the Belt and Road, what measures Chinese companies can take to develop
their international businesses smoothly find a better way to “going out” are some
problems that need to be solved. In this paper, we would take NFC with many-years
international business experiences as a case to study, find out its layout highly
matches the Belt and Road. We use theories such as Denning’s eclectic theory,
industrial chain theory, cross culture theory to analyze it. We also analyze it through
field investigation discuss its way to going out, analyze its problems solutions draw
out its success experience general conclusions: 1. Do a sound due diligence at
beginning considering the host country’s environment according self-characters to
decide whether to set it as a target not. 2. For the international businesses, it’s better
for enterprises to establish their own industry chain with their experience to carry out
their projects more quickly efficiently. 3. Develop advanced technology is necessary
for keeping a solid share of international markets. 4. Provide continuous post-project
supporting service includes service related to projects, local service, culture
communication, staffs caring so on. We also give some suggestion for NFC: 1. Adjust
its overall strategy, increase the portion of non-ferrous resource development,
establish international brand through the relationship it has created. 2. Continue to
increase investment technology achieve world-class advanced. 3. Provide trade
platform for domestic related companies to make it easier to develop international
businesses help industry development. 4. Strengthen the relationship with the state,
establish the corporate image, reduce the negative impact the host country make the
potential risk lower. Under the Belt and Road, Chinese companies confront many new
opportunities abroad. At the same time, there are also several problems which require
international companies to find new ways. This passage base the actual research of
NFC analyze its way to do business to solve problems the Belt and Road areas. We
finally summarize the successful experience of NFC put forward some suggestions
order to help it develop further the near future.
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53 “一带一路”战略下，三峡集团“走出去”的形象建设研究
——以三峡集团对巴基斯坦投资项目为例
何美东夏启鸣陈远风张卓名赵璐陈涵钰
单位：中南财经政法大学
对于“走出去”的企业，良好的企业形象无疑能够在“一带一路”沿线国家塑造
更真实具体、更友好包容的中国国家形象。而良好的国家形象又能在跨文化商务
背景中最高效地提升企业形象，并能帮助企业在长远经营中占据有利地位。本文
运用调查法、文献研究法、经验总结法和个案研究法等方法就“一带一路”战略下
三峡集团“走出去”过程中的企业形象建设问题进行了探讨。
在文章引言部分，我们从“一带一路”战略、中国水电行业以及我们研究对象
的发展状况入手，整理文献资料，阐述了研究的思路与意义。在第一章中，我们
追根溯源，引入具体理论并举出了三峡集团在巴基斯坦建设项目的案例，提出企
业形象与国家形象的关系；在第二章里，我们继续分析，总结了三峡集团在形象
建设过程中的具体实践；在第三章里，我们深入分析，提出了三峡集团“走出去”
过程中存在诸如文化差异、外界舆论压力、外派员工的人身财产安全、企业内部
管理以及环境保护等方面的问题，并且针对这些问题，我们提出了相关的解决措
施。希望能够为更多中国企业“走出去”提供些许借鉴。
An Analysis of Three Gorges Group’s Image Construction the
Strategic Context of the Belt and Road Initiative——Take the
Pakistan Investment Project as the Example
MeiDong He QiMing Xia YuanFeng Chen
ZhuoMing Zhang Lu Zhao HanYu Chen
Institution: Zhongnan University of Economics and Law
For the going-out enterprises, good corporate image will undoubtedly help to
shape more real inclusive image of China countries along the Belt and Road Initiative.
And good image of the origin country response can enhance corporate image
efficiently the cross-cultural business background, helping enterprises to win
favorable positions the long-term operation.
By applying the methods of observation, document review, experiences
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summarization case study, this paper tries to explore the problems of corporate image
construction the Three Gorges Group’s process of going out under the Belt and Road
Initiative. The introduction part of the article is an introduction of background
information, literature review innovation point. Then the first chapter, some
distinguished theories a case of the construction project of the Three Gorges Group
Pakistan are introduced. The relationship between corporate image country-of-origin
image are also detailed discussed this part. The second chapter continues to analyze
summarize the concrete practice of the Three Gorges Group the process of domestic
overseas image construction. In the last chapter, through the in-depth study, problems
the Three Gorges Group's confronts the going-out process are analyzed, such as
cultural differences, public opinion pressure, personal property safety of employees,
internal management environmental protecting issue. Correspondently, relevant
solving measures such as promoting cultural integration, improving public diplomacy
skills, standardizing management policies so are also put forward.
Although there has been much research about the concept of country-of-origin
image corporate image as well as the relationship between them, there is little study
that focuses China's corporate image national image, not to speak of the image
construction under the Belt and Road Initiative, which is the contrast an essential part
of Go Out. This paper combs the relevant literature, take Three Gorges Group as an
example to carry a study through the analysis of the relationship between the
corporate image the national image. Finally the paper tries to audaciously put forward
solving strategies, providing reference advice to other companies that are going out.
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54 “一带一路”背景下海尔集团对外直接投资案例分析
郑建忠1 张中弛2 刘逸凡3 王丽君4 鲍玉菡5 温馨5
(单位：1.上海财经大学2.北京大学3.复旦大学4.上海交通大学5.厦门大学)
本文以海尔公司为研究对象，结合海尔公司自身特点和投资过程，对外投资
过程和影响因素进行了深入的研究和探讨，总结经验教训，并依此给出了相关的
投资建议。海尔集团创立于1984 年，是全球大型家电第一品牌，目前已从传统
家电产品制造企业转型为开放的创业平台，因此作为研究对象非常具有代表性，
可选分析角度也非常多。论文首先对海尔的投资战略进行了评估，包括其进入市
场的选择和根据市场不同选择相应进入方式的不断更新；此外，我们收集了相关
数据，对海尔的海外市场进行了分析，找出地缘影响投资的因素以及相应的机遇；
论文结尾运用了SWOT 理论对海尔的竞争力进行了分析，并且从此中得出海外
投资上关于市场选择、进入方式以及地理位置选择的相关建议。
Analysis of Haier’s Worldwide Directily Investment: Under a
Perspective of the B&R
Jianzhong Zheng1 Zhongchi Zhang2 Yifan Liu3
Lijun Wang4 Yuhan Bao5 Xin Wen5
Institution: 1. Shanghai University of Finance and Economics
2. Peking University
3. Fudan University
4. Shanghai Jiao Tong University
5. Xiamen University
This essay focuses Haier Group as our research target conducts a close
evaluation discussion the process as well as the influential factors of FDI, which will
base the characteristics of Haier its investment process. The essay will dedicate to
analyzing the success pitfalls order to gain some insights a mass experience.
Founded1984, Haier Group is a top-tier brand international household appliances
market, has transformed a traditional manufacture economy to an open innovation
platform, therefore as a research object it is very representational. This essay proceeds
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as follows, first foremost, we evaluated Haier's investment strategy, including the
choice of market concurrent entry model it chose. We also collected related data to
analyze Haier's foreign market find out factors influencing the investment as well as
some other opportunities. At the end of this essay, we used the SWOT model to
analyze Haier's competitiveness, which we draw some advice about the choice of
market, the entry model choice of location.
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55 爱菊集团对哈萨克斯坦直接投资状况分析
王辰雨孔玉徐珎尹琴玲齐磊宋希武
(单位：西北政法大学)
随着绿色经济时代的发展，绿色消费理念逐渐深入人心，国内消费者对绿色
食品的需求呈不断上升趋势。而中国绿色食品产业正处于关键的过渡期，仅依靠
本国资源难以实现有效的供给和转型升级。在“一带一路”的背景下，企业积极进
行对外投资，以此寻求绿色食品行业的供需平衡。本文首先对爱菊粮油工业有限
公司选择哈萨克斯坦投资的原因做简要说明，并运用绝对优势和比较优势进行理
论分析，为投资选择提供理论和实际的支持。其次，简要说明投资的具体进展情
况和发展规划。并在此基础上，具体分析投资过程中遇到的各方面问题和应对措
施。之后，基于绿色食品的价格问题和国际投资的复杂性，总结出投资后期的潜
在风险，并提出相对应的对策建议。最后，提取出爱菊粮油工业有限公司的成功
经验，给予企业跨国投资和中国食品行业的绿色化升级以一定的启示。
A Case Study Xi'an Ai'ju Group Outward FDI Kazakhstan
ChenYu Wang Yu Kong Mi Xu
QinLing Yin Lei Qi XiWu Song
Institution: Northwest University of Political Science and Law
The green economy time is fast approaching when green consumption idea takes
firm root among the masses, intensifying the trend of consumer demand for green
food. At this time, pollution-free food industry remains markedly critical interim
period. With this situation, it is a hard-to-get goal to realize effective supply,
transformation upgrading just relying domestic resources. Meanwhile, under the
background of the Belt and Road, a great quantity of enterprises—with positive
attitudes—engage FDI order to seek the balance between supply demand green food
industry. At first, this study gives a brief explanation for choosing Kazakhstan as
targeted country the prospect of Xi'an Ai'ju Grain Oil Industry Group, then the basis
of Absolute Advantage Comparative Advantage Theory, this paper tries to find the
theoretical practical support for this investment option. Secondly, a concise
description about specific progress development planning has been represented before
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analyzing various problems countermeasures during the investment process.
Moreover, this paper summarizes the potential risks at mezzanine stage puts forward
corresponding suggestions, confronted with the price of organic food complexity of
international investment. Therefore, the result of the essay is to draw lessons Ai'ju
Group to enlighten not only other companies the matter of multinational investment
but China's green food industry upgrading.
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56 一带一路下，中国企业对外投资的路径研究——以华为为例
刘昕界朱俊霖李若娴刘艺璇
(单位：华南理工大学)
自从2013 年习近平主席提出“一带一路”的战略构想，对外投资的法律法规、
双边文件等也逐步完善，为中国企业走出去提供了大量的机会。此时在一带一路
的背景下又好又快地走出去的路径，成了中国企业拓展市场与发展的良方妙药。
一带一路提出后，华为是与一带一路沿线国家进行铁路、油道、银行系统等相关
通信系统的合作，并取得了国际上的广泛认同。其实，1987 年，华为只是一家
生产用户交换机的香港公司的销售代理。而现在已经是全球领先的信息与通信技
术解决方案供应商。经过亚洲金融风暴和全球金融危机中的洗礼，华为的野蛮生
长不仅没有像众多中小企业一样因为资金或市场不足而倒闭，而是开拓了一个又
一个海外市场。作为一个民营企业能越挫越勇，并能紧跟政策前沿抢占先机，华
为不愧是不断变革的市场中的弄潮儿。研究其走出去的路径，无疑是最能启发中
国企业走出去的灵感。
本文先研究华为走出去的路径，再结合国际环境，给中国企业提出实质性的
建议。第一，我们从案例背景出发，研究华为所在行业的发展情况、主要竞争对
手，以及华为竞争优势与劣势，得出华为的核心竞争力以及制约华为进一步发展
的因素。第二，我们研究华为的国际化进程，分析华为的国际化模式和海外投资
现状，并进一步分析华为不同的产品与服务在一带一路地区的分布情况。第三，
我们用PESTEL 模型对一带一路地区国家的宏观环境进行分析，总结了不同地区
和国家之间的特点，以供中国企业对外投资参考。第四，结合一带一路地区的环
境与政策，我们用对外投资动因理论华为走出去的动机，然后用J.H.Dunning 三
优势理论去分析华为的对外投资条件，并探索在不同的条件下企业应当以何种方
式走出去。最后，结合一带一路不同地区的环境、政策，以及华为对外投资的路
径，为中国企业的走出去路径提出系统性、建设性的建议。
A Study Overseas Investment Path the background of the “Belt
and Road”——A case study of Huawei Enterprise
XinJie Liu JunLin Zhu RuoXian Li YiXuan Liu
Institution: South China University of Technology
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Since the Chinese President Xi put forward the “Belt and Road” strategy2013,
foreign investment laws regulations, the documents have been gradually improved,
furnishing plenty of opportunities for Chinese enterprises to go global. At this point,
exploring the effective way to expand their markets further their development the
background of the “Belt and Road” has become the panacea for Chinese enterprises.
After the launch of the “Belt and Road”, as an ICT solution provider, Huawei has
cooperated with the countries alongside the “Belt and Road” various areas including
national railway, oil gas pipeline, banking systems, has achieved wide international
acceptance. In fact, 1987, Huawei Technologies was only a sales agent for a
manufacturer of user switch (PBX) company Hong Kong. And now Huawei has
become the world's leading information communications technology (ICT) solutions
provider. Having gone through the Asian financial turmoil the global financial crisis,
Huawei's growth survived open up overseas markets progressively while many
enterprises went broken due to inadequate funds shrinking markets. As a private
enterprise, tough as it is, Huawei make it to follow up the policy to seize the
opportunities, Huawei is indeed the trend setter the ever-changing market. Huawei’s
path of overseas investment, is undoubtedly the most inspiring case for Chinese
enterprises to go global.
In this case, we research Huawei’s overseas investment path, combined with the
international environment, then put forward some substantive proposals for China
enterprises to go global. Part I, we start the case background, studying the
development of communication equipment industry, the main competitors, Huawei's
competitive advantages disadvantages, abstracting Huawei's core competitiveness the
factors restricting the further development of the company. Part II, we study the
internationalization process of Huawei, including exploring its internationalization
mode present situation of overseas investment the distribution of Huawei’s
differential products services. Part III, we use the PESTEL model to investigate the
macro-environment of the countries alongside the “Belt and Road”, refining the
characteristics of different regions countries, to provide reference for Chinese
enterprises to invest overseas. Part IV, considering regional environment policy, we
use the motivation of investment motivation theory to explore Huawei’s motivation,
extended to general business. Part V, we adopt OIL theory to analyzing Huawei's
conditions, exploring efficient effective way for enterprises to go global different
conditions. Finally, regarding environment policies the path of Huawei's overseas
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investment, we put forward some systematic constructive suggestions for Chinese
companies to go global.
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57 中国企业走出去的新探索：中国·印尼经贸合作区——打造两国经
贸交流旗舰品牌
陈俊杰张力维李莹聂飞王志敏陈嘉玉
(单位：广西大学)
“一带一路”战略成为我国农业企业“走出去”的新动力。本文在阐述企业对外
投资理论的的基础上，概述了广西农垦集团“走出去”的原因及战略。基于“一带
一路”战略这一时代背景，利用SWOT 模型与风险分析来研究广西农垦集团“走
出去”的内外部影响因素。引入广西农垦承建的中国·印尼经贸合作区案例，在对
具体投资过程中所体现的共性问题进行分析后，总结相关实践经验，就“一带一
路”背景下我国企业如何更好的“走出去”提出有效的建议。
The New go-out Exploration of Chinese Enterprises: CIETCZ——
forging a top stage of bilateral business communication
JunJie Chen LiWei Zhang Ying Li
Fei Nie ZhiMin Wang JiaYu Chen
Institution: Guangxi University
The “B&A” strategy to become China's agricultural enterprises “going out” of
the new impetus. On the basis of expounding the theory of corporate foreign
investment, this paper summarizes the reasons strategies of GSFG 's “going out”.
Based the background of “one by one” strategy, the SWOT model risk analysis are
used to study the internal external factors of GSFG 's “going out”. The introduction of
GSFG “going out” of China Indonesia economic trade cooperation zone case, the
specific investment process embodied the analysis of the common problems, summed
up the relevant practical experience, “along the way” under the background of China's
enterprises how to better “Go out “to make effective suggestions.
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58 御丝路之风，行多元之路——新疆野马的崛起
刘智炜刘瑾王小婷柳红梅
(单位：新疆财经大学)
野马国际作为新疆二十余年的外贸龙头企业，2009 年受世界经济危机冲击，
外贸大环境不景气的情况下，敏锐抓住集团经营模式单一化的问题，并借助“一
带一路”战略正式提出的东风，加上自身多年的资本积累，大刀阔斧的走上了集
团多元化经营转型之路。
当传统货物贸易萎缩，集团陷入困境时，野马结合自身优势组建了国际工程
团队，为中国企业提供境外商务信息咨询、国际工程承包及相关服务，参与境外
基础设施建设工作，形成了具有自身特点的核心竞争力，特别是参与的“一带一
路”框架内首个开工并建成的铁路项目--塔吉克斯坦“瓦赫达特—亚湾”铁路(以
下简称：瓦亚铁路)使国际工程业务顺利进军中亚市场。虽然在谈判和建设过程
中遇到资金和人员管理问题，但是野马充分利用“一带一路”的相关政策以及自
身拥有的优势，使得瓦亚铁路顺利施工并圆满结束。为野马国际工程业务未来的
发展起到了卓越的示范效应，也成为了野马多元化战略的良好开端。
新成立的跨境电子商务公司整合了野马经营20 多年的传统外贸产业，依靠
在外贸领域多年的积累，天生具备了线上商城、线下物流两大无可比拟的优势。
借助互联网的翅膀，野马外贸板块正在实施向互联网+的转型；野马小额贷款公
司作为“中国十佳小贷公司”已成为集团发展的重要支柱。野马金融板块将继续
向资产收购、资产管理领域扩张，打造出“小额贷款、股权投资、资产管理”为
一体的金融企业；在企业经营发展的同时，野马用时十年打造的文化板块已成为
新疆重要的文化名片和丝绸之路上的文化地标––新疆古生态园、丝绸之路文化
沙龙、中国汗血马展示基地构成了富有特色的野马文化板块。上合组织特批的唯
一文化基地试点的这一得天独厚的优势也将让野马集团成为展示丝路文化、连结
丝路文明的重要驿站！
今天的野马集团，形成了跨境电商、国际工程，金融投资，文化旅游四大板
块相互鼎立、共同发展的崭新格局。未来，在一带一路建设的大背景下，随着亚
投行、丝路基金、金砖银行、上合基金等国际资本的进入，丝绸之路经济带沿线
国家迎来基础设施建设浪潮，野马集团也必将迎来更多的机遇。
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Implement Multinational Development Strategies by Taking
Advantage of the Belt and Road Initiatives——Rise of YEMA
International Group Limited
ZhiYi Liu Jin Liu XiaoTing Wang HongMei liu
Institution:XinJiang University Of Finance
As the leading enterprise International business for more than two decades
Xinjiang, YEMA International Group Limited has found the problem of simplified
operation under the condition of depressed International business environment
impacted by the world economic crises2009taken advantage of the Belt and Road
Initiatives to drastically approach towards the transformation direction of
multinational operation the basis of capital accumulation for many years.
As the traditional commodity trade shrinks group gets trouble, YEMA
International Group Limited has set up the International engineering team to provide
overseas commercial consultation, International engineering contract the
corresponding services to Chinese enterprises. Moreover, the engineering team also
takes part the overseas infrastructure construction. In this case, it has formed its
self-owned core competence. The participation the railway project, the 1st one to
come operation accomplishment within the framework of the Belt and Road
Initiatives, has pushed International business moving forward Central Asia. (PS: The
participated railway project is called Vahdat-Yovon Railway which is Hua lla Railway
for short.) Though there were problems of capital people management during
negotiation construction, YEMA has taken the relative policies of the Belt and Road
Initiatives self-owned advantages to guarantee the smooth execution accomplishment
of Hualla Railway. The railway project has played a major role the development of
International engineering businesses future become good start of multinational
strategies.
The new established cross-border e-commerce which has integrated the 20-year
traditional International business has possessed the two incomparable advantages:
on-line shopping mall off-line logistics. By taking advantage of Internet, the
International business of YEMA is moving towards the transformation of Internet plus
initiative. As one of the Top10 small loan companies, YEMA has become the
important pillar of development. The financial sector of YEMA will keep consistent
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extension to the fields of asset acquisition management, so as to create the financial
enterprise which integrates petty loan, equity investment asset management. During
the development, the cultural sector created by YEMA for a decade has become the
vital cultural card landmark the way of Silk Road. The feature-rich cultural sector is
composed of Xinjiang Ancient Ecosystem Park, Culture Salon of Silk Road Base of
Akhal-teke horses. The unique advantage of sole cultural base pilot project specially
permitted by Shanghai Cooperation Organization (SCO) has pushed YEMA to
become the vital post of displaying the culture of Silk Road connecting the
civilization of Silk Road.
YEMA now has established a brand-new structure which has the mutual
reinforcement development of four sectors as follows: cross-border e-commerce,
International project, financial investment cultural tourism. As the access to the
international capital, such as AIIB, Silk Road Fund, BRICS Development Banks the
SCO Development Fund, many countries along the Silk Road will get the wave of
infrastructure construction. In this case, YEMA will also have much more
development opportunities.
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59 打造一带一路上的绿色明珠——“奇象咖啡”有机生态产业链的
国际化延伸之路
邓诗诗1 贺敏颖1 陈珩爽1 魏霞1 项璐瑶1 徐新雅2
(单位：1.对外经济贸易大学2.西南政法大学)
本案例描述了云南普洱的一家以有机生态产业链闻名的集咖啡种植、加工、
生产、销售为一体的多样化循环农业开发公司——奇象公司的发展战略与发展历
程。从2009 年公司买地种咖啡到2014 年咖啡销售受挫，再到公司建立自己的品
牌并在上海股交所挂牌，到近期一带一路的大背景下公司尝试开拓国际市场。虽
然在这个过程中也遇到过挫折险阻，奇象还是一一克服，以远超同行的速度快速
成长，这得益于稳中向好的中国经济发展走势和一带一路国家发展战略背景，更
得益于公司顺应市场趋势、符合实际、放眼未来的发展战略的制定。本案例在一
带一路国家发展战略背景下，从有机生态产业链、品牌管理、出口国际市场这三
大模块探究了奇象咖啡公司在一带一路上的国际化发展战略的优势和可行性，分
析奇象咖啡在经营发展中遇到的问题与挑战，引发对奇象咖啡未来发展的思考，
对其他农业企业具有一定的借鉴和参考价值。
Green Pearl under the Belt and Road Initiative: Development
Internationalization of Qixiang Coffee its Organic Ecological
Industry Chain
ShiShi Deng1 MinYing He1 YanShuang Chen 1
Xia Wei 1 LuYao Xiang1 XinYa Xu2
Institution:1.University of International Business and Economics
2.Southwest University of Polictical Science&Law
This article investigates the development strategies the developing process of
Qixiang Coffee Company, a diversified agricultural company of coffee planting,
processing, selling which is located Pu'er, Yunnan. Qixang Coffee has gone through a
great many difficulties, like the pricing crisis since 2009the sales dilemma2014 when
it bought 50- year use right of 3900 mu land started to plant coffee. However, Qixiang
Coffee still made it to establish its own brand be successfully listed Shanghai Stock
Exchange. What's more, the context of The Belt and Road Initiative, Qixiang is trying
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to open the international market recently. Qixiang Coffee's success is related to the
stable sound economic growth of China, the policy supports of The Belt and Road
Initiative. More importantly, its success lies having a sober assessment of the situation
complying with the international trend. This case study analyzes the problems
challenges Qixiang confronted with while running local coffee business its advantages
feasibility to export the context of The Belt and Road Initiative three aspects:
- The organic ecological production chain
- Brand management
- Export to the international market
This study may inspire the managers of Qixang Coffee with fresh
consideration cognition future direction, may also be of reference value for other
small-size agricultural companies which are eager to take advantages of The Belt and
Road Initiative.
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60 足迹行遍非洲屋脊
吕彩云朱文晶舒方银曾玥烨刘一璠庞程|
(单位：暨南大学)
本文首先由华坚集团在埃塞俄比亚建厂之初的生产情况与现在规模化的工
业园生产情况对比的案例引入分析，主要分析了华坚集团赴埃塞俄比亚投资建厂
的动因以及在实施过程中遇到的问难，在国家“一带一路”政策的引导下，华坚集
团抓住机遇，得益于两国政府提供的便利，不断寻求自身发展与突破，最终取得
成功。
文章先对“一带一路”政策进行了简要介绍，通过对中国与埃塞俄比亚的一些
经济数据分析，表明了中国在埃塞俄比亚投资的重要性；其次分析了华坚集团“走
出去”的动因及埃塞俄比亚“引进来”的动因，双方一拍即合，优势互补；接着详
细分析了华坚集团在埃塞俄比亚投资建厂过程中遇到的困难，以及华坚集团如何
抓住“一带一路”政策的机遇，结合自身企业发展的特点，不断改进和发展，最终
解决了投资建厂中遇到的问题；最后，我们总结华坚集团“走出去”的成功经验，
并提炼出我国类似华坚集团这样的主营劳动密集型业务的代工型企业在“走出去”
的过程中需要学习的宝贵经验。
The Foot print the Roof of Africa
CaiYun Lv WenJin Zhu FangYin Shu
YueYe Zeng YiPan Liu Cheng Pang
Institution: Jinan University
This paper primarily presents the comparison between the prior investment of
Huajian Group to the Federal Democratic Republic of Ethiopia (hereinafter called
Ethiopia) later stage when Huajian Group achieved large–scale production. Then it
analyzes the investment incentives problems which followed by Huajian Group’s
success under “One Belt One Road” initiatives (hereinafter called B&R initiatives).
The first part of this article introduces the policy B&R initiatives it statistically
emphasize Ethiopia’s important role of China’s investment; the second part explains
the external internal factors that push China takes part the investment Ethiopia,
achieving mutual success for a long period; what comes thirdly is the demonstration
of difficulties Huajian Group confronted to elaborates the ideas of how it found a way
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out with the help of B&R initiatives; lastly, we draw a conclusion share the
enlightenment for labor-oriented OEM (original equipment manufacturer) companies
China.
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61 成本领先战略视角下跨国企业的柔性供应链研究——以三一重工
为例
谢帛芰胡娇娇曹睿郑帅韩敏韩玉锦
（单位：中国人民大学）
本文以三一重工为背景材料，主要研究成本领先战略视角下跨国企业的柔性
供应链管理。最终得出结论，在一带一路背景下，柔性供应链策略对于我国企业
走出去具有重要的参考意义。
A Study of Multinationals’ Supply Chain Flexibility the
Perspective of Cost Leadership Strategy——A Case Study of SANY
BoJi Xie JiaoJiao Hu Rui Cao
Shuai Zheng Min Han YuJin Han
Institution: Renmin University of China
This paper analyses supply chain flexibilitythe perspective of cost leading
strategy by taking SANY as an example. In conclusion, under the BeltRoad policy,
supply chain flexibility has a great influenceChina’s multinationals.
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62 中国民营企业“走出去”进程中的汇率风险问题研究——以大连T
集团为例
史楚王一鸣赵芃芃张辰石啸刘慧娟
（单位：东北财经大学）
汇率风险，对于我国已经“走出去”的企业来说是一个不可回避的问题。不同
于传统的进出口企业，在对外投资后，企业会在海外拥有以外币表示的资产和负
债，甚至外币的种类也不唯一；在做进出口业务时，企业往往只需要处理好外币
账款的交易风险即可，而在对外投资后，企业会面临交易、折算与经济因素带来
的综合性风险，管理难度大大增加。这些汇率风险的处理关乎企业的流动性、盈
利能力，甚至经营的成败。
近年来，在“一带一路”的政策东风下，不少中国的民营企业也参与到了“走
出去”的大潮之中。相对于政府主导的国有企业，一方面，民营企业的风险承受
能力普遍较弱，其管理者必须严格控制风险，特别是海外经营过程中所必然面对
的汇率风险；另一方面，民营企业的经营策略更加灵活，金融工具的运用也更加
自由，这为民营企业进行汇率风险管理提供了便利。
本案例以大连的民营企业T 集团为研究对象，该企业从最初的进出口贸易
企业逐渐成长为拥有多个海外子公司的跨国集团，其发展的每一个阶段都面临着
不同的、逐渐复杂化的汇率风险。相应地，集团制定的汇率风险管理手段也随着
企业的成长逐渐成熟，最终其管理者总结出了一套行之有效的汇率风险管理体系，
为其他想要走出去的中国民营企业提供了良好的参考模板。
案例包含五个部分，分别为T 集团的背景、“走出去”的原因、对外投资过程
中的汇率风险、对T 集团风险管理的分析、对读者的启示。
An Analysis of Exchange Rate Risk Issues the Process of China's
Private Enterprises “Going Global”——A Case Study of Dalian T
Group
Chu Shi YiMing Wang PengPeng Zhao
Chen Zhang Xiao Shi HuiJuan Liu
Institution: Dongbei University of Finance and Economics
How to manage exchange rate risk has been becoming an inevitable question for
the Chinese enterprises going global. Different that of traditional import-export
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enterprises, after overseas investment, enterprises will have assets liabilities overseas
denominated foreign currencies, even the types of invoicing currencies are diversified.
Furthermore, when engaging import-export business, traditional companies generally
only need to handle foreign exchange transaction risk, while overseas investments,
enterprises will face a more comprehensive risk derived transactions, conversion
economic factors, greatly increasing the difficulty of management. To a certain extent,
the management of these exchange rate risks concerns the profitability, liquidity of the
business even the fate of an enterprise.
In recent years, under the BeltRoad Initiative, there are an increasing number of
private enterprises joiningthe trend of “going global”. Compared with the state-owned
enterprises dominated by the government, the one hand, the risk tolerance of
non-State enterprises is relatively weak, as a result of that, its managers must strictly
control the risks, especially the foreign exchange risk during the overseas operation,
which is bound to face; But the other, non-State enterprises often adopt more flexible
business strategy utilize diversified financial instruments, which facilitates the
exchange rate risk management.
This case sets T Group, a private enterpriseDalian, as the study focus. For the
past two decades, T Group has gradually growna small import-export trade
enterprisea multinational with many overseas subsidiaries, while the rapid
development also brings unprecedented challenges for the management. In different
stages of its development it faces different complicated exchange rate risk.
Correspondingly, the enterprise has developed the ability of adopting the exchange
rate risk management tools with the maturity of the enterprise, ultimately its managers
have summed up a set of effective exchange rate risk management system, providing
a good reference template for other China's private enterprises which want to “go
global”.
The case is dividedfive parts, which are the background of T group, the reasons
of “going global”, the exchange rate riskoverseas investment, the analysis of Trisk
management,the enlightenment to reader.
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63 “一带一路”背景下中国铁建走出去战略研究
桑国荣周琴宇王威凌敏周亚成闫可可
（单位：吉林财经大学）
中国铁建股份有限公司作为国资委管理的特大型建筑企业,主动适应我国经
济转型的新要求,决定加快结构调整和转型升级。在传统建筑业的基础上,中国铁
建明确了工程建造、房地产、特许经营、工业制造、物资物流、矿产资源以及金
融服务。
本案例主要研究中国铁建“一带一路”背景下如何更好走出去。近些年，中国
铁路正在逐步走向世界，已经承揽了50 多个国家和地区的铁路建设项目，铁路
装备及零部件也已遍及亚洲、非洲、大洋洲和美洲等50 多个国家和地区。高铁
走出去是“一带一路”中重要的一环，这也使我国铁路基建行业迎来了新的发展机
遇。中国铁建股份有限公司作为我国铁路基建行业的龙头，在“走出去”过程中，
遇到了诸多的障碍，如：东道国的政治局势、文化习俗、知识产权纠纷、劳动用
工以及其他的因素等。同时也面临许多风险：投资运营风险、经营管理风险、跨
国人才储备不足风险、东道国环境不适应风险。中国铁建明确大海外战略，即公
司海外经营要实现“广长大高优”五字经营战略目标。中国铁建应充分发挥中国铁
建品牌优势,依托行业优势和社会资源,把握经济结构调整和转型升级契机,要强
化投资管理，抓好项目管理，加强人力资源管理，建立专业人才梯队，加强与东
道国企业的合作，以应对东道国环境风险，在优化专利管理方面，尽快申请国际
专利,得到目标国的专利保护，逐步形成自身竞争优势,打造成为央企卓越的专业
化公司。
The Study of China Railway Construction Corporation’s Strategy of
‘Going Out’’ Under the Backdrop of ‘One Belt, One Road’
GuoRong Sang QinYu Zhou Wei Wang YaCheng Zhou KeKe Yan
Institution: Jilin University of Finance and Economics
China railway Limited by Share Ltd as the SASAC management of large scale
construction enterprises, actively adapt to the new requirements of China's economic
restructuring, decided to speed up structural adjustment and transformation and
upgrading. Based on the traditional industry, railway construction Chinese clear
construction, real estate, franchising, industrial manufacturing, material logistics,
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mineral resources and financial services.
Study on how to better go out the main Chinese Railway "The Belt and Road"
background of the case. In recent years, China railway is gradually moving towards
the world, has contracted for railway construction projects in more than 50 countries
and regions, railway equipment and spare parts has spread across Asia, Africa,
Oceania and America and other more than 50 countries and regions. A high-speed rail
to go out is an important part of "The Belt and Road", which also makes China's
railway infrastructure construction industry ushered in a new development
opportunity. China railway Limited by Share Ltd as China's railway infrastructure
industry leader, in the "going out" process, encountered a lot of obstacles, such as: the
host country's political situation, cultural customs, intellectual property disputes, labor
and other factors. At the same time, it also faces many risks, such as investment,
operational risk, management risk, insufficient risk of transnational talent pool, and
the environment of host country is not suitable for risk. China railway clear overseas
strategy, namely overseas management company to achieve "high and wide up" five
characters of strategic goals. China railway construction should give full play to
China railway brand advantage, relying on the advantage of industry and social
resources, grasp the economic structure adjustment and transformation and upgrading
of the opportunity to strengthen the investment management, to strengthen project
management, strengthen the management of human resources, the establishment of
professional talents, and strengthen the host country enterprise cooperation, to deal
with the host environment risk, in the optimization of patent management as soon as
the international patent application, patent protection of the target country, formed its
own competitive advantage gradually, become the central enterprises outstanding
professional company.
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64 “一带一路”战略下达刚路机海外投资风险剖析与防控研究
聂菁华杜夏依汪洋高婷杜金凌
（单位：上海财经大学）
在中国的筑养路机械研发创新领域，达刚路机是一个特别的存在。这家从成
立之初十几个人的小公司经过十多年的发展，如今已成为国内一流、全球领先的
沥青路面设备及系统技术方案提供商。本文结合“一带一路”的时代背景，以达刚
路机入驻的斯里兰卡项目作为切入点，详细刻画了公司参与此项目的内外部因素
与三次投资过程，并结合麦肯锡7s 模型进深入分析一带一路政策及兰卡项目对
达刚路机的影响，并对其将来的发展方向进一步给予了政策建议。
Analysis the RiskIts Control of Dagang Road Machinery’s Overseas
Investment Terms of the Belt Road Strategy
JingHua Nie XiaYi Du Yang Wang Ting Gao JinLing Du
Institution: Shanghai University of Finance and Economics
In the field of China's road construction machinery research development
innovation, Dagang Road Machinery is a special company. This firm established of a
small number of individuals at the very beginning, having now become the domestic
first-class, the world's leading asphalt pavement equipment systems technology
solutions provider by more than 10 years’ development. In this paper, the Sri Lanka
project, which is basedthe BeltRoad Strategy, is used as a key point to describe
Dagang Road Machinery’s three investment processes, order to analyze the
internalexternal factors of this project. Deeply analyze the impact of the Belt Road
Strategy to Dagang Road Machinery the Sri Lanka project with McKinsey’s 7s model.
Then try to put forward some recommendations for its future development.
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65 中资企业非洲市场对接“一带一路”海外合作——基于海信电器南
非对外直接投资案例研究
李朝辉宋帅李宁胡婕朱文意吴婷婷
（单位：吉林财经大学）
中国作为南非连续7 年的最大贸易伙伴、出口市场和进口来源地，“一带一
路”战略将使得南非成为未来10 年里五个重点获益国家之一。近几年，中国与“一
带一路”相关国家贸易发展不断深化，中国对“一带一路”沿线国家的对外直接投
资也有了突飞猛进的发展。越来越多的中资企业借力“一带一路”战略进军南非市
场，在南非进行贸易与投资。随着中国与非洲国家关于“一带一路”战略对接探讨
与合作的不断深化，南非成为中国对外直接投资的一个重要纽带。本案例通过对
中国“一带一路”战略与家电行业竞争现状进行分析，以海信南非作为研究对象，
分析海信在南非对外直接投资遇到的困境与风险，并提出相应的解决对策，以此
为海信在“一带一路”沿线的其他国家进行对外直接投资提供经验，进一步促进海
信集团实施“走出去”战略。
International Cooperation of Chinese Enterprises at African Market
Joint to the Belt Road:Case Study Hisense' Foreign Direct
Investment South Africa
ZhaoHui Li Shuai Song Jie Hu WenYi Zhu TingTing Wu
Institution: Jilin University of Finance and Economics
In recent years, China has advanced the development of trade with “the Belt
Road” countries made rapid development of foreign direct investment the countries
along “the Belt Road”. With further discussion cooperation between China-African
countries“the Belt Road” initiative, South Africa has become an important link of
China's foreign direct investment. This report analyzed the current situation of
Chinese “the Belt Road” initiative the competition situation of household appliance
industry, as well as the difficulties risks of Hisense's foreign direct investment South
Africa, finally put forward the corresponding countermeasures. This report can
provide experience for Hisense making foreign direct investment other countries
along the way of “the Belt Road”, promote Hisense's“going out”strategy.
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66 三一重工收购德国普茨迈斯特案例分析
高学登王艺伟许忠华杨淇然
（单位：吉林财经大学）
德国作为中国一带一路沿线重要的国家之一，是很多中国企业投资的目标，
尤其是针对德国的机械等重工业，我国跨国企业更是将其作为投资的重要领域，
德国普茨迈斯特公司就是其中重要的代表之一。本文通过描述三一重工并购德国
普茨迈斯特公司的过程，从而分析并购中所面临的风险，进而针对此次并购的中
面临的风险给出切实可行的对策。通过本文的分析与建议，可以进一步将所得对
策运用到我国各跨国公司针对一带一路沿线国家的投资中去。
A Case Study of SANY M&A PUTZMEISTER
XueDeng Gao YiWei Wang ZhongHua Xu QiRan Xu
Institution: Jilin University of Finance and Economics
Germany as one of the important countries along the line of The Belt Road, is the
goal of many Chinese companies to invest.Especially for machinery other heavy
industry Germany, the multinational enterprises our country make it as an important
field of investment, PUTZMEISTER Germany is one of the important representatives.
I67 Based the description of progress of SANY heavy industry mergerring acquiring
PUTZMEISTER, analyzing the risks mergers acquisitions, this article will provide
some practical feasible countermeasures for the risk the acquisition. Through the
analysis of this articlethe suggestion, companies China can apply the countermeasures
to themselves when they invest other countries along the line of The Belt and Road.
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67 大风起兮云飞扬，中钢国际志在四方——“一带一路”背景下，中
钢国际“走出去”战略分析
刘亚琦2 谢婧娴3 李弢1 张颖洁1 辛忠晟1 聂嘉雯4
（单位：1.上海财经大学2.对外经济贸易大学3.浙江大学4.复旦大学）
本文分析主要分析在一带一路的背景下，“中钢国际”借助东风更好的实行走
出去战略。第一部分主要介绍“一带一路”的战略背景和“中钢国际”企业内部情况，
从政策的宏观角度以及企业内部的微观角度进行分析，企业有着良好的走出去的
基础，并且介绍了目前主要海外项目的情况。第二部分从国内钢铁行业的产能过
剩、供给侧改革、以及借助“一带一路”进行海外战略性布局等角度分析走出去的
动力。第三部分分析了企业走出去的核心竞争力和风险阻力，并用过去实际的案
例进行直观的展现。第四部分分析企业目前走出去正在采取的措施，以及根据
C-PEST 模型给出了我们的建议。简单讲，本文的思路是，“一带一路”战略和企
业的基础情况是契合的，然后分析企业为什么要走出，企业走出去的核心竞争力
和风险是什么，以及为了解决这些阻力企业正在采取的措施和我们给出建议。因
此，作品的逻辑是清晰的，内容是完整的。
从专业性角度来讲，本文对企业财务进行了专业的分析，从跨国企业管理的
专业知识分析企业的内在动力、核心竞争力以及走出去的风险，用金融领域知识
分析企业债务问题和解决融资难的措施，用C-PEST 模型来分析走出去问题并给
出我们的建议。本案例融合国际商务中金融、法律、政治、贸易、文化、科技等
多领域的专业知识，良好的再现的团队的专业背景。
从创新的角度来看，本文有如下几个创新点：1.供给侧改革与缓解钢铁行业
的产能过剩。2.中钢国际再次开启“债转股”缓解企业融资难问题。3.运用C-PEST
模型给出我们的针对性建议。4.国企改革、一带一路与企业走出去。
至于可行性，中钢国际目前采取了债转股、定向增发等方式缓解企业债务问
题，通过涉足新领域加速国际化的进程等。我们根据C-PEST 模型，从政治、经
济、社会和科技四个角度给出针对性的建议，同时具有较强的可行性。
The Analysis of SINOSTEEL ENTEC’s “Go Global” strategy under
the context of “The Belt Road”
Yaqi Liu2 Jingxian Xie3 Tao Zhang1
Yingjie Zhang1 Zhongsheng Xin1 Jiawen Nie4
Institution:1. Shanghai University of Finance and Economics
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2. University of International Business and Economics
3. Zhejiang University
4. Fudan University
This paper mainly analyzes the SINOSTEEL ENTEC’s “Go Global” strategy
under the background of “The BeltRoad”. The first part mainly introduces “The
BeltRoad” strategygeneral situation of enterprise. By analyzing the macro
policymicro internal prospect of the enterprises, we think SINOSTEEL ENTEC has a
good foundation to go out. And this part also includes the situation of overseas
projects. The second part, we analyze the motivation for SINOSTEEL ENTEC to go
global, including overcapacity steel industry, the Supply-front reform, pursing the
new market potential area. The third part focuses the analysis of the advantages risks
of SINOSTEEL ENTEC going global, shows the actual cases. The fourth part focuses
the solution suggestion. Based the C-PEST model, we give the targeted
recommendations. In a word, this idea of the paper is, “The Belt Road”strategy the
enterprise foundation is match,then analyze why the SINOSTEEL ENTEC want to go
global, what are the core competitiveness risk enterprises the process of going global,
at last,order to solve these problems, SINOSTEEL ENTEC are taking measureswe
also give some targeted suggestions. Therefore, the report’s logic is clear, the content
is complete.
From a professional point of view, this paper makes the professional analysis
enterprise financial problems; the core competitiveness of enterprise risks analysis
using professional knowledge about multinational enterprises management; analyzing
the measures which are taken to solve debt problems using financial knowledge; give
our practical suggestions using C-PEST model. The professional international
business knowledge this case is a combination of professional knowledge of finance,
law, politics, trade, culture, science -technology.
In the view of innovation, there are following innovations this report: 1. The
Supply-front ReformEasing the Problem of Excess Capacity. 2. Debt to Equity Swap
Private Placement to settle debt problems. 3. How to deal with micro “external
challenges”, we give the targeted advice using C-PEST model. 4. The relationship
between Reform of state-owned enterprises, The belt road Go global strategy.
As for the feasibility of China International Steel currently adopted debt equity
swap, private placement other ways to ease corporate debt issues, through the new
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field to accelerate the process of internationalization. According to the C-PEST model,
we give some suggestions four aspects: politics, economy, society science-technology.
In the view of the feasibility, we think SINOSTEEL ENTEC takes practical
advice to handle financial debt problem, such as debt equity swap private placement,
which are very useful methods. According to C-PEST model, we also give some
feasible suggestions 4 aspects: politics, economy, society-technology.
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68 “一带一路”：中国企业的新丝路
李媚程颖捷孟阳姜月李静雪李世林
（单位：上海对外经贸大学）
在“一带一路”战略背景下，在企业“走出去”的大浪潮中，许多企业走出去的
结果不尽如人意。对当地投资环境不了解，对项目的开展情况过于乐观，或对投
资过程中的合同、技术、分包商管理等的掌控不够严格，从而导致投资风险频出。
在新的政策背景下，EPC 企业如何发挥自身优势，在国际承包项目中避免风险的
发生，更好的起到“一带一路”战略中先导者的作用，是EPC 企业目前“走出去”
所面临的最重要的问题。本文通过对中国中铁参与孟加拉国栋吉—派罗布.巴扎
尔项目成功经验的分析，总结和分析了EPC 企业国际承包项目中可能遇到的风
险。在此基础上，我们运用国际贸易学的相关知识，提出相应的措施与对策，希
对其他EPC 企业“走出去”有一定的借鉴意义。
“The Belt and Road Initiative”：Chinese enterprises’ s new idea
Mei Li YingJie Cheng Yang Meng
Yue Jiang JingXue Li ShiLin Li
Institution: Shanghai University of International Business and Economics
Under the strategy background of “One BeltOne Road” a wave of big enterprises
“going out”, the results of these enterprises is not very pleased. Being not familiar
with the local environment, Overoptimistic about the situation of the project, do not
being strict enoughcontrolling the contract, technology, the management of
subcontractors when we made the investment, leading to increased investment risks.
Under the background of the new policy, how will EPC companies play their own
advantages, avoiding the riskthe international contracting project,be a better
pacesetterthe “One Belt One Road” strategy, is the EPC enterprises' most important
problem when they going out. This article analyzed the successful experience of
China railway Bangladesh's Tongi-Bhairab Bazar Double Line Project analysis,
summarizes analyzes the EPC enterprises may encounter-international contracting
project risks. On this basis, we used the knowledge of the international trade, puts
forward corresponding measures countermeasures, hope it has certain reference
significance to other EPC enterprises' “going out”
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69 基于苏伊士经贸合作区的海外投资分析
王吉霞田恒睿揣伟杰孟瑶李文阔
（单位：天津财经大学）
全球金融危机爆发后，中国的进出口贸易和外资引进受到一定程度的影响，
支撑中国经济长期高速增长的主要马车显然面临动力不足的局面。因此对外直接
投资开始成为推动中国对外开放持续深化的重要手段。截至2015 年底，中国实
现了从一个FDI 的流入国向FDI 的流出国转变，海外投资总规模已居世界第八
位；从微观上看，中国企业也不断崛起，2016 年中国占世界500 强企业数量也
居世界第二位。然而，虽然中国海外投资总量在不断扩大，却没有诞生一批像丰
田、苹果等世界一流的本土企业。更为严峻的是，长期高增长的海外投资背后，
中国企业实际的盈利非常有限。中国企业海外直接投资“增而不强”的矛盾仍较为
突出。在这样的大背景下，中国企业对外直接投资的区位选择和进入模式备受学
术界和政府部门的关注。
由于东道国国别经济存在较大的差异，因此中国企业在对外直接投资区位和
进入模式的选择较为注重特定的国别状况，东道国经济规模、人均收入、贸易开
放、资源条件等因素，此外本国企业在东道国的海外集群也是企业对外直接投资
区位和进入模式选择决策中不可忽视因素。企业海外集群是东道国吸引新晋企业
对外直接投资的重要区位优势，因此，研究中国本土业企业通过境外经贸合作区
的方式，探寻中国本土企业的海外成长路径以及影响中国企业国际化成长的关键
因素无疑具有重要的现实意义。如何以境外经贸合作区为平台带动企业集群“走
出去”、“走得好”和境外合作区的区位选择是当前理论和政策研究的前沿领域。
与此同时，距离中国国家主席习近平提出“一带一路”顶层设计概念已经过去
三年。这三年间，“一带一路”战略经历了写入《政府工作报告》，战略规划逐渐
清晰，31 个省份针对“一带一路”的建设进行了破题，成为“十三五”规划期间的重
点工作，那么伴随这一战略的贯彻落实是否将为中国企业以境外经贸合作区为平
台实现企业国际化创造新的契机？又有哪些新的机遇可以为扭转中国企业海外
直接投资“增而不强”的困局找到切实可行的突破口？
本研究报告紧紧围绕境外经贸合作区对本土企业国际化成长路径这一根本
问题展开，从典型化事实、理论机制分析、经验分析验证三个层次展开分析。事
实层面，真实反映苏伊士经贸合作区项目背景、中埃苏伊士项目的合作因素分析、
中埃合作园区合作模式和建设规划，客观评价“一带一路”战略背景下，中埃苏伊
士经贸合作区的运营现状、阶段和趋势；理论层面，探求通过境外经贸合作区方
式“走出去”的企业在国际化不同阶段主要盈利模式的特点和动态变化路径，掌握
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以境外经贸合作区为平台“走出去”影响本土企业国际化成长的实现条件和障碍；
经验分析层面，选取天津泰达集团为典型案例，分析泰达海外模式对企业国际化
成长的影响机制，掌握以境外经贸合作区方式“走出去”影响本土企业国际化成长
的渠道和条件，找出泰达海外模式影响中国企业国际化成长的最重要机制与渠道，
为泰达海外模式在中埃苏伊士项目实施实现健康、可持续性盈利，以及为“一带
一路”战略背景下，中国企业“走出去”模式创新的“可复制、可推广”提供理论基
础和科学的政策建议。
Analysis of Overseas Investment BasedSuez EconomicTrade
Cooperation Zone
JiXia Wang HengRui Tian WeiJie Chuai Yao Meng WenKuo Li
Institution: Tianjin University of Finance and Economics
After the outbreak of global financial crisis, the import and export of Chinaits
introduction of foreign capital have been impacted to a certain extent. The key motor
driving the long-term rapid growth of China's economy has obviously been short of
power. Therefore, foreign direct investment (FDI) has emerged as an important means
to sustain the opening up of China. By the end of 2015, China has transformedan FDI
in-flowing state to an out-flowing state, taking the eighth spotthe world with regard to
the size of overseas investment. While Chinese enterprises keep growing, 2016 China
rose to the second spotthe number of Fortune 500 enterprises the world. However, its
size of overseas investment has kept expanding though, it has not witnessed the
emerging of world-class enterprises like ToyotaApple. What's worse, behind the
long-term high growth of overseas investment, the actual profit of Chinese enterprises
is very limited. The paradox is still prominent that the OFDI of Chinese enterprises
has “increased but is not strong”. Under such a context, the location choice entry
mode of OFDI of Chinese enterprises have attracted much attentionthe academic
circle government sector.
Due to the great variance the national economy of different host countries, the
location choice for their foreign direct investment, Chinese enterprises pay much
attention to specific national conditions. As a result, factors of the host countries such
as economic scale, per capital income, trade openness resource conditions influence
their location choice. Besides, the overseas cluster of Chinese enterprisesthe host
countries is also a non-negligible factor for the decision making of enterprises their
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choice of locationentry mode for OFDI. Therefore, it is of important realistic
significance to study Chinese enterprises overseas economic trade cooperation zones,
explore the path for their growth abroadthe key factors influencing their
internationalization. It is a frontier domain of the current theoretical policy researches
to enable the cluster of enterprises to “go global” “develop well” with overseas
economic trade cooperation zones make the right location choice for overseas
cooperation zones.
Meanwhile, three years have elapsed since President of China Xi Jinping
proposed the top-level concept of “One Belt One Road”. During the three years, the
strategy of” One Belt One Road” has been included the Government Work Reporthas
developed an increasingly clear strategic plan. Around the construction of “One Belt
One Road”, 31 provinces have developed their respective plan. It has become a focus
of work during the “13th Five-Year Plan” period. With the implementation of this
strategy, has it created new opportunities for the internationalization of Chinese
enterprises via overseas economic trade cooperation zones? Which new opportunities
can help find a way out for the dilemma of foreign direction investment of Chinese
enterprises?
This report has analyzed the internationalization path of Chinese enterprises
overseas economic trade cooperation zones three levels, namely, typical facts,
analysis of theoretical mechanism empirical analysisverification. At the level of facts,
it truly reflects the background of the Suez EconomicTrade Cooperation Zone project,
analyzes the cooperation factors of the concerned project, the cooperation model
construction planning of China-Egypt Cooperation Zone, objectively evaluates the
operation status, stagetrend of the concerned Cooperation Zone under the context of
“One Belt One Road” Strategy; at the level of theory, it explores the characteristics
dynamic changes of key profiting models of the enterprises that “go global” through
an overseas economictrade cooperation zone under different stages of
internationalization finds out the conditions obstacles that influence the
internationalization growth of Chinese enterprises the platform of overseas
economictrade cooperation zone; at the level of experience analysis, Tianjin TEDA
Group is ed as a typical case to analyze the influence mechanism of TEDA overseas
model for the internationalization of the enterprises, find out the channels conditions
for such a model to influence the internationalization of local enterprises the most
important mechanism channel for TEDA overseas model to influence the
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internationalization of Chinese enterprises, thereby providing a theoretical foundation
scientific policy suggestions for TEDA overseas model to realize healthy sustainable
profiting the China-Egypt Suez Project make the innovative model “repeatable
promotable” under the background of “One Belt One Road” Strategy.
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70 中国中车股份有限公司案例分析——基于一带一路背景下
杜龙军方翔古健
（单位：上海对外经贸大学）
2008 年以来，我国在大规模铁路建设投资的带动下，铁路制造业呈逐年高
速增长态势，城市轨道交通也进入大发展时期。我国轨道交通装备制造业企业已
形成较完整的产业链条。在整车制造方面，南北车的结合也推动了行业的大发展，
轨道交通装备产业通过引进消化吸收再创新，整体研发能力和产品水平大幅提升。
伴随我国持续加大对轨道交通的投入，轨道交通装备产业已经进入黄金发展期。
伴随着“一带一路”战略的推进，中国铁路项目的“走出去”有利于连通亚欧非大陆，
使沿线各国结成更为紧密的合作伙伴关系，共同打造政治互信、经济融合、文化
包容的利益共同体、命运共同体和责任共同体。铁路作为陆路运输的主体，承载
着重要使命，是“一带一路”战略下的经济运行动脉。中国中车作为“中国制造2025”
的创新排头兵有责任为中国铁路的海外建设提供优质的现代化车组，有机会成为
世界一流的轨道交通装备输出企业。
本文通过分析认为，中车集团在实现全球化竞争过程中要实行本土化战略，
积极融入地方发展。整个过程要发挥中车制造的高性价比优势，丰富投资资金筹
措方式，为当地提供优质的铁路设备和科学高效的经营方式。高速动车组作为一
个特别的产品，不仅关系到经济、技术等因素，还与政治因素联系紧密。一个好
的合作伙伴不仅能够减少中车集团开发境外市场的阻力，又能够帮助企业在其国
内建立和维护良好的政商关系，这对于中车集团开发和巩固国外高速动车组市场
十分重要。中车集团在内部管理上也要弥补管理理念、人才培养、工作流程等方
面的不足，从而更好地支撑企业开发全球市场，推进中国标准走向世界。
Case Study of CRRC: Basedthe“Belt andRoad”Background
LongJun Du Xiang Fang Jian Gu
Institution: Shanghai University of International Business and Economics
Since 2008, China's large-scale railway construction investment, led by the rapid
growth of the railway manufacturing industry was year after year;with the rapid
development of China's economythe acceleration of urbanization, urban rail transit
has entered a period of great development.China's rail transportation equipment
manufacturing enterprises have formed a more complete industrial chain. In the
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vehicle manufacturing, the combination of China CNR Corporation Limited (CNR
China South Loco motive Rolling Stock Corporation Limited（CSR） also contributed
to the development of the industry, rail transportation equipment industry significantly
upgraded the overall level of research development capabilities products through the
introduction of secondary innovation.In this paper, we took CRRC as the research
object, compared with the Japanese railway enterprises to analyze its comparative
advantagethe world market. Analysis high-speed rail projects outside by the
successfailure of export experience, try to sum up the way of China's equipment
manufacturing industry competing around the world. First of all, a brief introduction
to the CRRC. Second, have an investment overview present situation analysisthe
countries along the “B&R”. Thirdly, the theoretical analysis of internationalization
strategy of CRRC. Fourth, analysis the international competitive environment
problems through the comparison with Japanese enterprises. Fifth, analysis the
enterprises to participate international competition problems combined with the recent
export cases of CRRC. Sixth, discuss what strategies should be taken to expand its
share of the global markets.
We concluded through the study that CRRC should implement the localization
strategy globalization competition process, actively integrate local development. The
whole process to play CRRC manufacturing cost-effective advantage, rich investment
financing methods, provide the local provision of quality railway equipment scientific
efficient mode of operation. As a special product, high-speed train is not only related
to economic, technical other factors, but also closely linked with political factors. A
good partner can not only reduce its resistance to the development of overseas
markets, but also can help enterprises to establish maintain a good relationship
between government business which country, which for its development consolidation
of foreign high-speed train market is of great importance. CRRC should also make up
the management philosophy, personnel training, work processes other aspects of the
problemits internal management. So as to better support enterprises to develop the
global market, promote the Chinese standards to the world.
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71 民营企业开发境外经济贸易合作区案例研究——以泰中罗勇工业
园区为例
白格格章薇黄煌郑洁琼孔略郜栋玺
（单位：浙江财经大学）
本研究报告以国家级境外中国经济贸易合作区——泰中罗勇工业园区为例，
对该园区设立的背景、发展现状、区位优势、成功经验及其对中资企业走出去的
促进作用开展了较为系统的研究，对一带一路沿线国家设立境外经济贸易合作区
提供了一般性的可借鉴经验。我们的研究发现，工业园区的区位优势、外方合作
伙伴的选择、当地政府的有效支持和卓越的园区管理等对于园区的发展具有决定
性的影响。
Development of Oversea Economic Trade Cooperative Zone for
Private Enterprises——Case Study: Thai-Chinese Rayong Industrial
Zone
GeGe Bai Wei Zhang Huang Huang
JieQiong Zheng Lue Kong DongXi Gao
Institution: Zhejiang University of Finance & Economics
This paper focuses Oversea Economic Trade Cooperative Zone, takes
Thai-Chinese Rayong Industrial Zone as an example. We have made systematic
researchits background, development statues, location advantages, successful
experience, as well as promotion going global. Also, it provides general lessons
setting up Oversea Economic Trade Cooperative Zone countries mentioned the Belt
Road Initiative. We have found that location advantages, cooperative partners,
government support, as well as excellent management the zone place a significant
influenceits development.
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72 知识的溢出与扩散： 基于华立集团的经验研究
陈奥杰许琦晨黄彦绮邵婧儿方晟
（单位：浙江大学）
随着“一带一路”战略的持续推进，越来越多的国内企业参与到沿线国家的直
接投资。作为商务部“境外经贸合作区”政策首批先行先试企业，华立集团的案例
能够给目前参与海外直接投资的企业提供参考和借鉴。作为一家传统制造企业，
华立经历了在泰国投资设厂、建立工业园引领中国企业“抱团出海”、以及全球复
制模式“罗勇模式”三个发展阶段，完成了从“产品制造者”向“服务提供者”的转型
升级。本文研究表明，国际投资的学习效应是推动华立模式转型的重要因素，而
产业聚集的知识溢出效应则使海外工业园的模式取得成功。因此，本文认为在“一
带一路”战略下，企业海外投资过程中应当注重技术和管理经验的积累，进而推
动自身的路径创新与模式升级。同时，国内企业应当在海外形成产业集聚，从而
提升生产效率和国际竞争力。
Knowledge Accumulation & Diffusion: ExperienceHolley
Group
AoJie Chen QiChen Xu YanQi Huang JinGer Shao Sheng Fang
Institution:Zhejiang University
With the furtherance of the “The Belt and Road”, a growing number of domestic
enterprises are involvedthe foreign direct investment to the BeltRoad countries. As
one of the first batch of pilot enterprises who put the ‘Foreign EconomicTrade
Cooperation Zone’ policy advocated by the Ministry of Commercepractice, its
experience has a reference significance to the enterprises that are currently
participating foreign direct investment. As a traditional manufacturing company,
Holley has experienced three stages of development: the establishment of an foreign
operation Thailand, the establishment of an industrial park to lead the Chinese
enterprises ‘Act en bloc’, as well as the global replication of”Rayong mode”,
completing the transformation upgradationthe ‘product maker’ to ‘service provider’.
This paper demonstrates that the learning effect of international investment is an
important factor to promote the transformation of Holley model, the knowledge
spillover effect of industrial agglomeration makes the overseas industrial park model
successful. Therefore, we believe that‘The Belt Road’ strategy, enterprises should
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focusthe accumulation of technical management experiencethe process of overseas
investment, thus to promote their path innovation mode upgradation. At the same time,
domestic enterprises should form industrial agglomeration overseas, thus enhancing
production efficiency international competitiveness.
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73 “一带一路”，中国铁建股份有限公司的新丝路
李蓉王宋星韦洪斌任丹胡学艺张少杰
（单位：对外经济贸易大学）
去年，对外经济贸易大学卢进勇以及蓝庆新教授带领我们小组成员去中国铁
建股份有限公司参观调研。在那个时候，我们详细的了解到了中国铁建在“一带
一路”的背景下走出去所面临的机遇和挑战，以及中国铁建对于这重大国家政策
的响应，正好以此为契机，将中国铁建作为我们此次案例分析大赛的对象。
我们分别从：背景简介、中铁建“走出去”实践中所验证的国际商务理论、中
铁建在“一带一路”中面临的问题、中铁建“走出去”的经验和教训这四个方面分析。
中铁建在“一带一路”背景下，积极响应政府政策号召，虽然面对盈利问题、
风险问题、社会责任问题、人才问题等问题，但其依然十分坚定“走出去”的步伐。
“One BeltOne Road”, the new silk road of CRCC
Rong Li SongXing Wang HongBin Wei
Dan Ren XueYi Hu ShaoJie Zhang
Institution: University of International Business and Economics
Last year, Professor Lu Jinyong Professor Lan Qingxin led our team members to
visit China Railway Construction Corporation (CRCC) do the research. At that time,
we had a detailed understanding of opportunities challenges of CRCC under the
context of “One Belt One Road” during their going out, its movements response to the
major national policy. So we decide to choose CRCC to do this case study, sorted as
follows.
We alalyse this question four aspects:1.Introduction.2.The International Business
Theories the “going out” practice of CRCC.3.The problems of CRCCthe “One
BeltOne Road”.4.The experiencelessons of CRCC’S “going out”practice.
CRCC put a positive response to government policy calls under the background
of “One Belt One Road”, although it must face profit problems, risk issues, social
responsibility issues, personnel issuesother issues, it still firm the pace of “Going
out”.
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74 中国企业在“一带一路”沿线国家投资项目的社会风险管理——以
缅甸“莱比塘事件”为例
路征仇悦欧文诗邵晨茵任奕裴建航
（单位：上海对外经贸大学）
在“一带一路”战略背景下，大量中国企业到沿线国家投资能源基础设施、能
源矿产等项目。本文以中国万宝矿产有限公司的缅甸莱比塘铜矿项目为例，通过
分析该项目在建设过程中遇到的环境污染、征地拆迁、民众抗议等一系列难题以
及应对措施，并且对比中石油的中缅油气管道项目，提出中国企业在对外投资项
目过程中应该注意到的在社会责任和跨文化冲突等社会风险管理方面的新问题
和新思路，并给中国企业在“一带一路”沿线国家的投资项目以启示。
The Social Risk Management of Chinese Investment Projects “One
Belt, One Road” Area --In Terms of “Letpadaung Conflict”Myanmar
Zheng Lu Yue Chou WenShi Ou
ChenYin Shao Yi Ren JianHang Pei
Institution: Shanghai University of Finance and Economics
Under the background of the “One Belt, One Road” strategy, a large number of
Chinese enterprises are making investments projects of energy infrastructure energy
mineral resources among those countries alongside the strategy’s area. This paper
takes Wanbao Minerals Co., Ltd as an example, putting forward several new ideas
about corporate social responsibility cross-culture riskthe process of investment by
means of analyzing the measures taken by Wanbao comparing with CNPC, to a
certain extent, which provides indications for those enterprises who intent to make
investments alongside the “One Belt, One Road” area.
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75 一带一路： 洲际股份有限公司的新丝路
王亚敏1 胡伟1 刘敏丽1 马文慧1 党营营2
（单位：1.中央财经大学2.首都经济贸易大学）
随着“一带一路”倡议的提出和不断实施，引起国内企业和国际社会的广泛
关注和热烈反应，“一带一路”战略是我国与沿线各国共同打造互利共赢“利益
共同体”、“责任共同体”和“命运共同体”的指导方案。该战略在近期着眼于
“基建产能输出+资源输入”，为我国企业更广泛地参与对外投资、输出过剩产
能和引进优质资源以保障国内能源安全创造了机遇。能源合作是“一带一路”
战略的重点，而民营能源企业的贡献和作用日益突出，在我国能源行业中发挥着
举足轻重的作用， “一带一路”战略的实施，必然会促使更多的民营能源企业
“走出去”，本文以我国民营能源企业的代表——洲际油气股份有限公司为案例，
研究其目前的发展状况和所存在的问题，结合国际商务相关理论，探索洲际油气
在“一带一路”战略背景下“走出去”的新路径，并分析了新路径的可行性和风
险，最后针对将面临的风险，从企业和政府两个方面提出了相关对策和建议，对
指引我国民营能源企业在“一带一路”战略背景下进行对外投资具有一定的意
义。
本论文的主要研究内容共有6 部分
第一部分，介绍提出“一带一路”战略的背景和意义，在总结了我国能源行业
发展现状后，分析“一带一路”战略将为我国能源行业和民营能源企业带来的机遇
和挑战。
第二部分，详细介绍了洲际油气股份有限公司的发展现状和目前的对外投资
战略以及其目前的财务状况，进一步分析洲际油气在“一带一路”中发展的地位和
意义以及将洲际油气作为研究案例的意义。
第三部分，将洲际油气与华信能源、广汇能源等民营能源企业以及国外油气
公司在业务方面和产业链布局方面进行对比分析，并总结出洲际油气的问题所在。
第四部分，结合国际商务相关理论，探索洲际油气在“一带一路”战略背景下
进一步“走出去”的实现路径，如开辟新的开采地、完善全产业链布局以及进行跨
产业发展；并提出人才培养战略和本地化战略。
第五部分，针对第四部分的新路径，本章从其资源可获得性、开采产品利润
分成、产品服务竞争优势和融资、财务能力等方面进行了可行性分析。
第六部分，预测在“一带一路”沿线国家进行对外投资将面临的法律、经济、
政治、文化等方面的风险，并为避免风险从企业和国家两个层面提出相关对策建
议。
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BeltRoad: New Silk Road for Geo-jade Petroleum Corporation
YaMin Wang1 Hui Wei1 MinLi Liu1
WenHui Ma1 YingYing Dang2
Institution: 1. Central University of Finance and Economics
2. Capital University of Economics and Business
The continuous implementation of Belt Road Initiative has appealed widespread
concern enthusiastic response of domestic enterprisesthe international community ,
which is a guidance program for Chinathe countries along ”BeltRoad” to create
mutually beneficial win-win communities, that is to say, “community of interests”,
“responsible community” the “fate of the community”. The strategy focuses
“infrastructure capacity output + resource input” the near future, creating
opportunities for Chinese enterprises to participate foreign investment more
extensively, export excess capacity introduce quality resources to protect domestic
energy security. Energy cooperation is the focus of the “Belt &Road” strategy, while
the contribution role of private energy enterprises has become increasingly prominent
private enterprises is playing a pivotal roleChina’s energy industry. The
implementation of “Belt Road” will inevitably lead to more private energy companies
to go out. This paper takes the representative of China's private energy enterprises –
Geo-Jade Petroleum Corporation, as a case to study its current development situation
problems. Combining with relevant international business theories, this paper tries to
explore a new path to go outthe strategic background, then analyzes the feasibility
risks. Ultimately, this paper puts forward some countermeasures suggestions the two
aspects of the enterprise the government, which has a certain significance to the
foreign investment of the private energy enterprises under the background of “Belt
Road”.
This paper mainly includes six parts as follows:
The first part introduces the background significance of the strategy of Belt Road
Initiative. After summarizing the current situation of China's energy industry, the
paper analyzes opportunities challenges brought by “Belt Road” for China's energy
industry private energy enterprises.
The second part introduces the development status, the current foreign
investment strategies of Geo-Jade Petroleum Corporationits current financial situation
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detail. Further more, this paper analyzes the status of Geo-Jade Petroleum
Corporationthe significance that we chose foreign investment of Geo-Jade Petroleum
Corporation as a case to study.
In the third part, this paper compared the businessindustrial chain layout
performances of Geo-Jade Petroleum Corporation with Watson Energy, GUANGHUI
Energyother private energy companies foreign oilgas companies, summed up the
problems disadvantages of Geo-Jade Petroleum Corporation.
The fourth part, this paper tries to explore a new path for Geo-Jade Petroleum
Corporation to further go out, combined with the theories of international business,
such as opening up new mining, improve the whole industry chain
layoutcross-industry development, talent training strategy localization strategy.
In the fifth part, aiming at the new path mentioned above, this chapter makes a
feasibility analysis the aspects of its availability of resources, profit sharing of mining
products, competitive advantage of productservice, financial abilityso on.
In the sixth part, this paper predicts the legal, economic, political cultural risks
that Geo-Jade Petroleum Corporation will faceforeign investment countries along
“Belt Road”,puts forward relevant countermeasures suggestions to avoid the risks the
perspectives of enterprises the state.
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76 企业对外直接投资的内部影响因素分析——基于金风科技的案例
分析
唐宾陶金徐启荧张坤贺饰夏
（单位：上海大学）
金风科技是“一带一路”重点企业，在对外直接投资趋势、政府对对外直接
投资的政策鼓励等大背景下，企业实施对外直接投资是其获取稀缺资源、占领市
场的重要战略手段。对外直接投资能力决定着企业对外直接投资的成败，从而影
响企业的绩效。对外直接投资能力受多种因素的影响，是各种相关能力的综合
体。对企业来说，各种影响因素中，只有内部影响因素才能受其支配，通过其自
身的行为能够得到改善。并且各内部影响因素对对外直接投资能力的影响程度有
高有低，而企业在一定时期内的资源总量是有限的，利用有限的资源改善关键的
内部影响因素来提高企业的对外直接投资能力是优化资源配置、发挥资源效用最
大化的内在要求。本文首先从理论角度分析可能影响金风科技对外直接投资能力
的内部影响因素，包括企业学习能力、技术能力、资产运营能力和产品实力，后
在理论分析的基础上，利用企业2008-2015 年的时间序列数据进行实证检验，运
用层次分析法及计量方法分析这四个内部影响因素，找出对金风科技对外直接投
资能力影响最为显著的因素及影响力相对较小的因素，从而剖析企业在对外投资
过程中存在的问题， 最后根据问题提出相关对策建议。
An analysis of the internal factors of enterprise foreign direct
investment——A case study of Gold wind
Bin Tang Jin Tang QiYing Xu ShiXia He Kun Zhang
Institution: Shanghai University
Gold wind is “The Belt and Road”enterprises .In foreign direct investment trend,
government's policy to encourage FDI other background, enterprises the
implementation of foreign direct investment is an important strategic means for its
access to scarce resources, occupy the market. The ability of foreign direct investment
determines the success failure of foreign direct investment, which affects the
performance of enterprises. The ability of foreign direct investment is influenced by
many factors, it is a synthesis of various related abilities . For enterprises, the internal
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factors can be controlled by the internal factors, can be improved through their own
behavior. And the influence of the internal factors foreign direct investment ability of
high low degree, but the total amount of resources of the enterprise a certain period of
time is limited, the use of limited internal resources to improve key business factors to
improve the ability of FDI is to optimize the allocation of resources to play the
intrinsic requirement of utility maximization of resources.
This paper first analyzes the internal factors that may affect the Gold wind
foreign direct investment ability the angle of theory, including the enterprise learning
ability, technology ability, capital operation ability product strength, then the basis of
theoretical analysis, using the enterprise 2008-2015 time series data for empirical
research, using AHP factor analysis method of measurement the four internal
influence, find out the most significant influence factors relatively small effects Gold
wind foreign direct investment ability, so as to analyze the existing foreign investment
enterprises the process of the problems, finally put forward relevant countermeasures
according to the problems.
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77 “一带一路”下中国房地产企业国际投资的动因、时机与路径——
基于碧桂园企业海外投资的案例分析
鲍欣吕宗泽刘傲琦杨鸿焰钱珠英
（单位：东华大学）
在“一带一路”政策的推动下，中国企业加快了对外直接投资的节奏和发展，
越来越多的中国房地产企业正在向海外市场进行投资布局。本文以碧桂园及其在
马来西亚的“森林城市”项目为例，结合“一带一路”的政策背景，进一步探讨中国
房地产企业进行国际投资的动因、投资时机的把握和路径的选择等问题。研究表
明，碧桂园在马来西亚的投资动因是以市场寻求为导向；中国政府的支持和马来
西亚政策的支持创造了良好的国际投资时机；中国房地产企可以选择抱团出海的
国际投资路径。
The Motivation, Opportunity Entry Mode of Chinese Real Estate
Enterprises’ International Investment under the “Belt and Road”
Initiative
Xin Bao ZongZe Lv AoQi Liu
HongYan Yang ZhuYing Qian
Institution: Donghua University
Chinese enterprises have recently sped up their pace of developmentof
international investment under the “Belt Road” initiative. Meanwhile, an increasing
number of domestic real estate enterprises are investing Foreign markets. By
analyzing the “Forest City” project of Country Garden Malaysia, this paper explores
the further motivation, opportunity entry mode of Chinese real estate enterprises’
international investments have underthe background of such initiative. This research
presents that Country Garden’s Investment Malaysia is market-oriented. Additionally,
supporting Policies both Chinese Malaysian governments create an advantageous
environment for global investment. Therefore, Chinese property enterprises can
choose the entry mode -- “going global together”, that is, the enterprises should
support each other expanding overseas operations.
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78 地缘政治视角下M 石油公司在哈投资的探索与实践
毕钰陈洁郭鸣笳赵希望和平陈蒙蒙
（单位：首都经济贸易大学）
“一带一路”战略的提出，掀起了新一轮投资高潮，丝绸之路经济带作为最具
潜力的经济合作带，为中国企业走出去提供了良好的外部环境和强劲的内生动力。
中国企业对外直接投资步伐加快，不断拓展境外投资领域，探索新的投资模式，
同沿线国家深化传统产业合作，增强企业自身竞争力。
本文着眼国际商务的专业视角，旨在以企业为源头去探索“一带一路”背景下
的经济发展形势和发展机遇，探索如何抢占时代先机，在企业跨国投资谋求自身
发展的同时带动本国所在行业的发展。“一带一路”对M 石油公司对外直接投资
而言，既是机遇，也是挑战。M 石油公司应进一步发挥地缘优势，加强与投资
国的对话与合作，这是M 石油公司降低投资风险、追求更大利润的重要举措。
本报告就地缘政治视角探索和分析在一带一路背景下M 石油公司在哈萨克
斯坦投资所面临的风险。文章伊始M 石油公司进军里海失败的挫折经历就让跨
国投资蒙上了阴影，企业跨国投资面对的复杂形势捉襟见肘，从而引出M 石油
公司在哈投资历程和其发展现状。随后，基于PEST 模型从政治，经济，社会和
技术四个方面分析哈萨克斯坦的投资宏观环境。接下来利用波特五力模型从微观
层面对M 石油公司所在行业进行分析，以明确M 公司的竞争优势。以理论分析
的基础上，文章在第四部分结合M 石油公司的具体情况分析了在哈投资所面临
的挑战。最后，为预测和降低企业对外直接投资存在的风险，从微观层面上给出
了针对性的投资建议和防范措施。一方面提出能促进M 石油公司对外直接投资
的对策，另一方面为其他企业的跨国投资提供参考。
Exploration Practice of M Oil Company’s Investment
Kazakhstan the Perspective of Geopolitics
Yu Bi Jie Chen MingJia Guo
XiWang Zhao PingHe MengMengChen
Institution: Capital University of Economics and Business
Since the Belt and Road Initiative was put forward, a new round of investment
upsurge is coming Silk Road economic belt is becoming the most potential economic
cooperation zone, which provides a good external environment strong internal
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motivation for Chinese enterprises go global. Chinese oil companies step up the pace
of foreign investment, expend the areas of overseas investment, explore new
investment patterns, deepen cooperation with countries along the route traditional
industries as well as improve international competitiveness.
The Belt and Road Initiative is both an opportunity a challenge for M Oil
Company when investing abroad. M Oil Company should better bring the advantage
of geographic proximity play strengthen cooperation dialogues with home country,
which are important measures to lower risks pursue higher profits.
This report explores analyzes the investment risks, geopolitical perspective, that
M Oil Company is facing Kazakhstan under The Belt and Road Initiative. In the first
chapter, we review a failed case of M Oil Company investing Kazakhstan, as well as
company’s investment progress development plan. The second chapter illustrates the
Kazakhstan’s investment climate based the PEST model, which includes political,
economic, social technical aspects. In the third chapter, we use Michael Porter’s
model “Five forces” to identify analyze M Oil’s competitiveness micro level. The
fourth chapter we demonstrate challenges that M Oil Company encountered when
investing Kazakhstan. Last but not least, the fifth chapter presents counter measures
suggestions which could help to forecast to reduce risks foreign direct investment
under The Belt and Road Initiative.
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79 一带一路新思路—以中联重科收购CIFA 为例
任婷玉赵桐江洋平孟开平朱晨曦
（单位：云南大学）
近年来，随着“一带一路”战略的提出，以及亚投行的成立，我国“走出去”战
略的内涵和意义进一步扩大。在整体市场好转的背景下，国内工程机械行业的各
大企业都在积极寻找兼并收购的机会，准备调整全球产业布局，助力于“一带一
路”政策的发展。08 年，中联重科一举收购全球排名第三的混凝土机械制造商意
大利CIFA 公司，开始了我国工程装备制造业的国际化进程，同时也成为了中国
企业“走出去”的最佳范本。
The New Idea of One Belt and One Road—Case Analysis of the
Acquisition of CIFA by Zoomlion
TingYu Ren Tong Zhao YangPing Jiang
KaiPing Meng ChenXi Zhu
Institution: Yunnan University
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80“一带一路”：中国企业的新丝路——中钢国际的海外业务案例分析
报告
王梓霖安冰冰黄珅许佳睿尚凯李睿智
（单位：上海大学）
“一带一路”对于钢铁企业既是机遇又是挑战，本文将会采用宏观PEST 分析、
案例分析等方法对钢铁行业现状进行介绍，说明我国企业跨国经营的动机和迫切
性，之后以中钢国际为代表来对其“一带一路”战略布局进行细致分析，旨在为我
国企业“走出去”提供借鉴。
“The belt and road” :Chinese enterprises' new Silk Road—— a
report of SINOSTEEL ENTEC's overseas business case analysis
ZiLin Wang BingBing An Kun Huang
JiaRui Xu Kai Shang RuiZhi Lv
Institution: Shanghai University
The belt and road is both an opportunity a challenge for iron steel industry. In
this article, we will analysis the condition of Chinese iron steel industry via many
methods such as macro PEST method case analysis, illustrate the purpose importance
of transnational operation. In order to give suggestions to other enterprises , we will
use the SINOSTEEL ENGINEERING TECHNOLOGY CO.,LTD ( SINOSTEEL
ENTEC ) as a representation, deeper interpret its transnational strategies.
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81 “一带一路”战略下我国房地产企业国际化研究——以万达印度产
业新城为例
许明功张凯罗倩何思蓓许川广
（单位：西南财经大学）
在我国实施“走出去”战略和经济全球化不断加深的大背景下，我国房地产
投资全球化已经成为一个不可逆转的趋势。目前，我国一部分房地产企业己经走
上国际舞台井取得了一定的成绩。但是，由于中国房地产企业对外直接投资仍处
于起步阶段，缺乏国际化经验，如何在复杂的政治经济背景下，实施企业对外投
资策略，让中国资本立足海外市场是值得深入研究的课题。
本文主要采取理论分析和案例研巧相结合的方法，基于房地产行业特点梳理
了房地产对外直接投资理论，阐还了我国房地产企业对外投资现状和存在的问题，
并且综合借鉴国内外研究成果，从宏观、行业和企业三个层面较全面的分析了影
响房地产对外投资的因素。本着理论与实践相结合的原则，本文以我国房地产龙
头企业一一万达地产集团印度项目为案例研究对象对其国际化策略进行了系统
的研究，并试图提出包括区位选择、市场进入模式和本土化经营在内的房地产对
外直接投资综合策略，为我国房地产企业制定对外投资策略提供了理论依据。
Research the Internationalization of China 's Real Estate Enterprises
under the Strategy of “B&R”——To Wanda India industrial city as a
case
MingGong Xu Kai Zhang Luo Qian
SiBei He ChuanGuang Xu
Institution: Southwestern University of Finance and Economics
China's real estate investment globalization has become an irreversible trend the
context of China's “going out” strategy deepening economic globalization. At present,
some of our real estate companies have embarked the international arena, achieved
some success. However, due to the real estate investment of Chinese real estate
enterprises is still the initial stage, the lack of international experience, how to
implement the foreign investment strategy the complex political economic
background, so that Chinese capital the overseas market worthy of further study.
This paper mainly adopts the methods of theoretical analysis case study, combs
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the real estate investment theory with the characteristics of real estate industry,
expounds the current situation existing problems of real estate enterprises' foreign
investment, draws lessons domestic foreign research results, analyzes the impact of
real estate investment three aspects of industry enterprise Factors for a more
comprehensive analysis. Based the principle of combining theory with practice, this
paper makes a systematic study its internationalization strategy based the research
project of Wanda Real Estate Group, India, which is the leading enterprise of real
estate China, puts forward the scheme of site ion, market entry mode real estate
management , Including China's real estate enterprises to develop foreign investment
strategy of foreign direct investment strategy provides a theoretical basis.
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82 利益相关者视角下碧桂园森林城市项目投资经验与启示
辛帅郝彬凯罗力舒周金刚姚张帆曾婉珊
（单位：华南理工大学）
本文从对碧桂园森林城市出发，探索我国房地产企业在一带一路沿线绿地投
资的成败经验与可行策略。目前国际反全球化与贸易保护的威胁日益严重，针对
立志于走出去的我国企业来说，不仅要强调“股东价值最大化”，追求利润最大化，
也要能够以“利益相关者”视角（股东/消费者/政府/员工/社会），特别是考虑当地
社会的可能影响与合理诉求，这样才能够实现更好、共赢的发展。希望我们的研
究能够为中国房地产企业在一带一路沿线的投资提供良好借鉴。
The Experience Enlightenment about the Investment of the Country
Garden Forest City the Perspective of Stakeholders
Shuai Xin BinKai Hao LiShu Luo
JinGang Zhou ZhangFan Yao WanShan Zeng
Institution: South China University of Technology
In this paper, we take Country Garden Forest City as a representative, to explore
the success and failure experience feasible strategy of domestic real estate enterprises
the process of “the Belt and Road”. At present, the threat of international
anti-globalization trade protection is becoming increasingly serious. For Chinese
enterprises who want to go out, they should not only emphasize the “shareholder
value maximization” pursue profit maximization, but also the perspective of
“stakeholders”, especially considering the influence local society reasonable demands,
only this way can we achieve better win-win development.
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83 民营企业开展海外工程承包的风险因素研究——基于大连西姆集
团承接俄罗斯铜业公司工程项目的案例分析
陆睿张凯通张迪刘娟高飞孙英杰
（单位：东北财经大学）
海外工程承包作为一种综合性商务活动和国际经济交往活动，具有项目内容
复杂广泛、工程周期长、风险大等特点，对承包商风险管理和规避的能力具有很
高要求。针对海外工程承包所涉风险的具体性和阶段性特点，本文采用单案例纵
向研究方法，以大连西姆集团承接俄罗斯铜业公司卡拉巴什铜厂废气制酸工程项
目的案例为切入点，深入企业内部，对项目各环节负责人进行实地访谈，将一手
资料与相关理论知识相结合，从风险控制的视角审视民营企业海外工程承包在前
期准备、中期执行、后期跟踪与维护等阶段遭遇的国别文化冲突、技术标准差异、
物流运输问题、合同变更风险、后期维护等问题。通过案例研究认为，目前我国
民营企业开展海外工程承包可以以“一带一路”战略为契机，对接海外需求，在响
应国家政策，培育自身核心竞争力的基础上，通过思维转变、利润共享、风险管
理等方式应对海外经营的风险，进一步开拓国际市场。
A Study Risk Factors for Private Enterprises to Develop Overseas
Engineering Contracting ——Case Analysis Based Sulfuric Acid
Making Project of Russian Copper Company Undertaken by CIMM
Group
Rui Lu KaiTong Zhang Di Zhang
Juan Liu Fei Gao YingJie Sun
Institution: Dongbei University of Finance and Economics
As a comprehensive business international economic activity, overseas
engineering contracting confronts huge risks with a wide range of project contents a
long engineering cycle, so a strong ability of risks management prevention is highly
required. In view of the specificity stage characteristics of risks overseas engineering
contract, this paper adopts longitudinal research method of single case to analyze the
case of sulfuric acid making system of Russian Copper Company undertaken by
CIMM Group. This case collects data by method combined with first-hand
information second-hand information to enhance the credibility validity of the
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research by visiting their business unit, interviewing with the department heads of the
project, etc. Moreover, this paper studies the conflict of national cultures, the
discrepancies of technical standards, the transportation of equipment, the change of
contracts, post-maintenance, etc., encountered by private enterprises the process of
overseas engineering contracting the view of risks control. The conclusion of this case
study has some implications. On the one hand, Chinese private enterprises should
cultivate own core competence based the advantages of national policies. On the other
hand, they should take the opportunity of The Belt and Road to dock overseas
demands, handle the risks the overseas operations through the methods of the
transformation of thinking mode, profit sharing risk management order to further
explore the international market.
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84 一带一路下中国中车走出去分析
刘云风孙宇赵甜甜朱洪飞胡昭福
（单位：中南财经政法大学）
在经济全球化高速发展的时代，中国一直置身于日益激烈的国际竞争中。改
革开放后的三十多年，中国经济飞速发展，从过去的“引进来”到如今的“走出去”，
中国一直在探索适合自己的发展道路。随着“走出去”战略的深入实施，以及轨道
交通装备行业作为我国一项战略性新兴产业，中国中车作为中国轨道交通装备行
业的领军企业,正在全力改善其发展战略,向着国际化、全球化的方向努力迈进。
中国中车承继了南北车的全部业务和资产，承继了中国轨道交通装备制造业的百
年积淀,是全球规模最大、品种最全、技术领先的轨道交通装备供应商。不仅得
到党和国家领导人的高度重视，还越发受到世界各国的青睐。
从古至今中国都是贸易强国，不仅过去拥有横贯亚欧大陆的丝绸之路作为联
络邻国的贸易要道，如今也有“一带一路”战略作为中国连接世界的新型贸易之路。
“一带一路”是中国实现互联互通，与其它国家合作共赢的战略基础。中国中车的
“走出去”就是把“一带一路”沿线国家作为优先区域，在国家的战略背景下实现企
业的国际化目标。中国中车在走出去的过程中去积累了丰富的经验，取得了非常
优异的成绩，是在中国“一带一路”战略的推动下成功走出去的企业。
本文首先分析了中国中车“走出去”的动因并运用SWOT 分析了中国中车在
国际化经营中的优势、劣势、机遇和威胁，以便能更清晰的了解中国中车的国际
化战略。接着阐述了中国中车具体的对外投资过程以及投资所带来的经济和政治
利益。在企业的对外投资过程中，面对各个国家不同的政治制度、经济环境、风
俗文化等，总会遇到各种风险。本文阐述了中国中车在对外投资过程中面临的政
治风险、经济风险、文化风险和法律风险以及应对措施。最后总结了中国中车“走
出去”给我们的启示，为其他企业的对外投资提供一些经验和参考价值，从而不
断提高我国企业的国际竞争力。
The Case Study of CRRC's Going-out——Under the Guidance of
“the Belt and Road”
YunFeng Liu Yu Sun TianTian Zhao
HongFei Zhu ZhaoFu Hu
Institution: Zhongnan University of Economics and Law
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In the era of rapid development of economic globalization, China has been the
increasingly fierce international competition. After 30 years of reforming opening up,
China's economy has been developing, the past of “introduction” to today's ”going
out”. China has been exploring it’s own development path. With the in-depth
implementation of “going out” strategy, as well as the rail transportation equipment
industry as a strategic emerging industry China, CRRC as the leader of Chinese rail
transportation equipment industry, the company is improving its development strategy,
moving forward to the goal of internationalization globalization. CRRC has inherited
all the business assets of the CNRCSR, inherited the century of accumulation of
China's rail transportation equipment manufacturing industry, CRRC is the world's
largest rail transportation equipment suppliers, which has the most complete variety
the leading technology. The company not only get more attention by the party state
leaders, but also increasingly favored by the world.
Since ancient times, China is a trade power, not only the past China has the Silk
Road as a trade thoroughfare to contact the neighboring countries ,which across the
Eurasian continent, now there are “the Belt and Road” as a new trade road for China
to contact the world. “the Belt and Road” is the strategic basis for China to achieve
connectivity win-win cooperation with other counties. CRRC’s “going out” is take the
countries along the “the Belt and Road” as a priority area, the country's strategic
context to achieve business goals of internationalization. In the process of “going
out” ,CRRC accumulated rich experience made very good results. CRRC is the
successful enterprise of going out China’s “the Belt and Road” strategy.
This paper firstly analyzes the motivations of CRRC’s “going out” uses SWOT
to analyze the strengths, weaknesses, opportunities threats of CRRC the international
operation, so as to clearly understand the internationalization strategy of CRRC. And
then elaborated the specific foreign investment process of CRRC the economic
political interests investment. In the process of foreign investment, the face of
different countries of different political systems, different economic environment,
different customs culture, companies will always encounter a variety of risks. This
paper states the political risk, economic risk, cultural risk legal risk faced by CRRC
the process of foreign investment the countermeasures. Finally, this paper summarizes
the inspiration CRRC's “going out”, to give other enterprises some experience
reference value about the foreign investment.
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85 “借丝绸之路，撷他山之石”——基于SWOT 和
PEST 模型分析J 公司收购M 矿业公司
宋栋瑞1 张舒欣1 王煊2
（单位：1.西北政法大学2.陕西师范大学)
随着中国“一带一路”战略的不断推进，我国对矿产资源的利用开发与日俱增。
国家通过实施“走出去”战略，鼓励具备条件的中国企业进行海外矿产资源投资。
我国的J 公司地处丝绸之路黄金段，向西开发具有得天独厚的区域优势。坐落于
丝绸之路经济带上的俄罗斯、蒙古、中亚、巴基斯坦、东南亚等国家地区，一直
是J 公司“走出去”开展资源工作的重点区域。J 公司将充分利用建设“一带一路”
的良好契机，尽快着力推进中亚地区资源工作，加快进入中亚矿业市场的步伐；
紧盯巴基斯坦铜矿项目，结合“中巴经济走廊”的建设，积极争取获得项目资源；
在印尼红土镍矿取得突破的基础上，继续扩大公司红土矿资源的保障程度。充分
利用“丝路基金”寻求更多的合作项目；高度关注亚洲基础设施投资银行，与其建
立合作关系，为公司在“一带一路”上的资源获取和开发提供融资保障。
本文通过分析了我国J 集团收购南非M 公司案例始末，主要利用PEST 和
SWOT 分析模型对J 集团的国际化经营环境因素、优势和劣势、所面临的机遇
和挑战等进行研究分析，发现J 集团国际化经营存在国际化经营战略定位不清晰、
组织架构和集团管控机制不适应国际化经营、国际化经营风险大及缺乏风险防控
体系、全球化资本运营能力不足等主要问题。针对这些问题，设计出J 集团国际
化经营提升方案：构建与全球化战略相适应的组织结构和集团管控模式、建立全
面风险管理体系、加强财务控制降低管理成本。最后，在全球矿产行业不景气的
情况下，J 集团必须充分抓住“一带一路”的机遇，利用“互联网+”理念，带动企业
战略升级，努力建设世界领先的跨国经营矿业集团，塑造有实力、负责任的世界
级品牌形象，成为中国永远的骄傲。
Make Full Use of the Belt&Road Opportunity to Promote JGroup's
International Management ——The Analysisbased SWOTPEST
model about J Company acquired M Mining Company
Dongrui Song1 Shuxin Zhang1 Xuan Wang2
Institution: 1.NorthWest University of Politics & Law
2.Shaanxi Normal University
With the continuous development of China's “Belt and Road” strategy, China's
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exploitation of mineral resources is increasing. The state encourages qualified
Chinese enterprises to invest overseas mineral resources through the implementation
of “going out” strategy. China's J company is located the Silk Road golden section,
there is the unique regional advantages western development. Russia, Mongolia,
Central Asia, Pakistan, Southeast Asia other countries regions are the key areas which
J company “going out” to carry out resource development. J company will make full
use of the good opportunity of construction of “Belt and Road “, as soon as possible
to promote resources exploitation Central Asia to accelerate the pace of access to the
Central Asian mining market; Focusing the Pakistani copper project, combined with
the “China-Pakistan Economic Corridor” construction, actively strive for access to
project resources; On the basis of the breakthrough of Indonesia red clay nickel mine,
continue to expand the protection level of company's clay mineral resources. Make
full use of the “Silk Road Fund” to seek more cooperation projects; pay more
attention to the Asian Infrastructure Investment Bank, establish cooperative
relationship for the company the “Belt and Road”, guaranteeing the resources
obtaining finance convenience.
This paper analyzes the opportunities challenges of J Group's international
businessenvironment, advantages-disadvantages,analyzes the opportunities challenges
of J Group's acquired South Africa's M Company by using PESTSWOT analysis
model. It is found that the international business strategy of J Group is not clear, the
organizational structure group management mechanism are not suitable for the
international operation, there is the risk their international operation the lack of risk
prevention control system, their global capital operation ability is also weak. In view
of these problems, we design the J Group's international operation promotion plan:
construct the organizational structure the control mode adapting to the globalization
strategy, establish the comprehensive risk management system, strengthen the
financial control reduce the management cost. Finally, with the tend of global
downturn the mining industry, J Group must fully grasp the “Belt and Road”
opportunity, utilizing the “Internet +” concept to stimulate business strategy to
upgrade, strive to build the world's leading multinational mining and a responsible
world-class brand image, then become China's eternal pride.
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86 中国万宝矿业公司缅甸莱比塘铜矿项目案例分析
李波王震鹏吉红琴郭玲敏周林
（单位：北京工商大学）
本文以中国万宝矿业公司投资缅甸莱比塘铜矿项目为例，基于PEST 分析法，
从政治、经济、社会、技术四个方面对项目进展过程中所遇到的问题进行了深入
的分析，并在此基础上研究和探索破解之策，从而对在缅甸进行投资的中资企业
提出建议，同时对中国企业在对发展中国家进行直接投资也具有重要的参考意义。
Case Study Letpadaung Copper Mine Project Burma by China
Wanbao Mining Ltd. Company
Bo Li ZhenPeng Wang HongQin Ji
LingMin Guo Lin Zhou
Institution: Beijing Technology and Business University
We have taken the case of a Chinese Company Wanbao Mining as example this
paper. Wanbao invested Letpadaung copper mine. Based PEST analysis method, we
listed the problems Wanbao Company encountered the project, analyzed them aspect
of political, economic, social, technological factors. Then explore the solutions to
these problems. Meanwhile, we are trying to put forward some proposals to help the
enterprise who has plan to invest Burma. At the same time, our research also has
important reference significance to Chinese enterprises direct investment developing
countries.
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87 “一带一路”背景下国际物流企业的海外布局——基于天津海铁联
捷物流有限公司的调研
郑李华秦佳军崔少娜刘晓亚杨柳
（单位：天津财经大学）
“一带一路”战略旨在促进对沿线国家的投资，加大双方的贸易合作，其中中
蒙俄经济走廊作为“一带一路”战略的重要规划，目的就是打通中蒙俄三方的贸易
通道。为了响应国家政策，天津口岸开通了津蒙俄班列，给跨境运输物流企业对
外投资带来了很好的契机。
海铁联捷一直专注于中俄多式联运业务，但是由于线路单一，行业竞争的加
剧等原因，企业进一步发展遇到了很大的瓶颈。在“一带一路”各种利好的政策背
景下，海铁联捷开通了津蒙俄班列，扩展了公司的运输线路，但是在班列运营过
程中，在海关通关、班列运输、及公司返程货源等方面出现很多的问题。为了更
好的发挥津蒙俄班列的作用，海铁联捷努力提高自己的核心竞争力，优化自己的
货物结构，加强与同行业的合作，同时也希望政府能加强三国的海关合作，在提
高货物的通关效率，加强运输线路的运输保障等为企业创造更好的投资环境，提
高企业走出去的积极性。
Overseas Layout of the International Logistics Enterprise under the
Background of “One Belt One Road” Initiative——Based the Study
Research OF SWITF TRANSPORT GROUP
LiHua Zheng JiaJun Qin ShaoNa Cui
XiaoYa Liu Liu Yang
Institution: Tianjin University of Finance and Economics
“One Belt One Road” strategy aims to promote investment increase trade
cooperation along the countries, as a “One Belt One Road” important planning, the
China-Mongolia-Russia Economic Corridor is to get through the road between China
Mongolia Russia. In response to national policy, the Tianjin Port opened the
Tianjin-Mongolia-Russia Train, offering development opportunities for the
international logistics enterprises.
SWITF TRANSPORT GROUP (ST) is mainly engaged the international
container railway transport business between China Russia, but due to the single line,
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the industry competition intensified other reasons, the further development of
enterprises encountered a lot of bottlenecks. On the background of “One Belt One
Road” favorable policy, ST opened the Tianjin-Mongolia-Russia Train to extended the
company's transport routes, but the course of the operation of the train, the customs
clearance, the train transport, the lack of goods for the return trip so. TO better play
the role of the Tianjin-Mongolia-Russia Train, ST will improve their core
competitiveness, Freight Structure Optimization, Strategic Alliance Establishment
with the Counterparts. At the same time, ST hope the government can strengthen the
customs cooperation of the three countries, improving the efficiency of customs
clearance of goods, guaranteeing the safe of transport to create a better investment
environment, improve the enthusiasm of enterprises to go out.
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88 国际化之路：锦程国际物流集团在泰国的价值链整合
姜亦冉魏晓晓杨云星苑路明王瑞
（单位：东北财经大学）
自“一带一路”战略实施以来，中国企业在世界经济与贸易中发挥了更加重要
的作用。“一带一路”作为中国对外开放的新战略手段，形成了东西互济、海陆统
筹的发展格局，并且推动了中国经济的稳定发展。在“一带一路”的政策下，物流
企业作为产业合作的载体，将各类产业链进行对接和整合，促进了各国产业之间
的融合和发展。国内外各地区也应根据自身区域发展的特色，寻找适合区域发展
的物流伙伴，输出本地区的特色产品，接收其他地区的优良产品，促进产品的沟
通、物流的发展。
在此政策背景下，锦程国际物流集团在借政策东风发展对外贸易、进行对外
直接投资的同时，着力转变过去传统的经营方式，本着“先做资源整合，再做产
业整合”的发展战略，不断完善、升级服务模式。
本文采用案例研究方法，以物流行业中的领先企业：锦程国际物流集团股份
有限公司为研究对象，以其物流产业的价值链整合为切入点，结合对外直接投资
理论，综合分析锦程物流集团的对外直接投资过程。根据我国目前国内的物流发
展现状，综合锦程国际物流集团的实践经验，重点分析“一带一路”对于国内物流
业的促进作用。
The Road to Greener Pastures: A case analysis of JC Trans' Value
Chain Integration Thailand
YiRan Jiang XiaoXiao Wei YunXing Yang
LuMing Yuan Rui Wang
Institution: Dongbei University of Finance and Economics
Since China’s immense international infrastructure project, the Belt and Road
initiative (hereafter referred to as the B&R initiative) carried out, China’s enterprises
play a crucial role the world economy trade. The B&R Initiative, as a new strategy for
China’s reform opening-up, forms a development pattern of mutual assistance
between China’s East and West plans as a whole between sea and land area. It also
provides much-needed impetus for sustainable economic growth. Under this
background, logistics enterprises as a carrier of industrial co-operation, are bridging
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all kinds of industrial chain together promoting the integration development among
industrial countries the world. Meanwhile, countries domestic and foreign areas are
looking for logistics partners, based its own characteristics of regional development,
which benefits regional development. These enterprises can output idiomatical goods
import some high-quality products other areas, which can improve circulation of
products development of logistics industries.
On the background of this, Jin cheng International Transportation Group
Corporation Limited (hereafter referred to as JC Trans) is trying to develop its
cross-border trades foreign direct investment (hereafter referred to as FDI). In
addition to boost its trade growth, JC Trans aims to change the traditional mode of
operation adhere to strategy of “To do the integration of resources first, then the
industrial integration”.
This paper adopts methods of case analysis takes the leading enterprises the
logistics industry: JC Trans as the research object, based the theory of value chain
integration logistics industry integration theory of foreign direct investment, as a
comprehensive analysis of JC Trans' FDI process. According to the present situation
of logistics China, this paper comprehensively analyses the experience of JC
Transputs emphasis the role of the B&R to domestic logistics industry.
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89 闪耀“一带一路”的钻石——瓜达尔港重新开航
韩超高思晨刘子钰张喆
（单位：首都经济贸易大学）
由于全球化的趋势以及从2008 危机中复苏经济的压力，跨国界的合作变得
更为普遍和重要，而中国迎接挑战的战略便是”一带一路”。本文将以”一带一路”
中的重要一步——”瓜达尔港”为例分析中国企业在”走出去”战略中的具体表现。，
瓜达尔港口是一个在巴基斯坦西部的重要的港口，它位于欧亚板块和印度洋交汇
处，连接亚洲内陆和印度洋，战略地位突出，中国企业中海港控赢得了瓜达尔港
的经营权。本文首先应用国际生产折衷理论分析了这个案例，包括所有权优势、
瓜达尔港区位优势和中巴走廊的国际化优势的分析。然后分析中海港控经营瓜达
尔港在内外部风险，基础设施，招商引资以及关于敌对势力的干扰等方面面临的
问题。根据这些问题，有针对性地提出了一些改进措施，并且以中海港控的经验
为例，为中国企业对外投资提供建议，具有很好的借鉴意义。”一带一路”战略对
于中国既是机遇又是挑战，中国应该给企业更多的主动”走出去”的权利，鼓励他
们不断进步，争取更好的发展。
The Diamond of “One Belt and One Road” The Case of Gwadar
Chao Han Sichen Gao Ziyu Liu Zhe Zhang
Chao Han Sichen Gao Ziyu Liu Zhe Zhang
Institution: Capital University of Economics and Business
Because of the trend of globalization the stress to recovering economy2008 crisis,
cooperation cross borders seems to be more popular important，and China's strategy is
“one belt and one road” to face the challenge. In the essay, it takes an important step
of “one belt and one road” which is called “Gwadar Port” as a case to analyze how
internalization influences China. The first step to fulfill the plan is that a state-owned
company COHG who won the operating right of Gwadar Port, a significant port
western Pakistan, which is located at the intersection of the Eurasian Indian Ocean,
communicating with the Asian inland the Indian Ocean. This paper first analyzes the
case by using the theory of international production eclecticism, including the
advantages of ownership, the advantage of Gwadar port the internationalization of
China-Pakistan corridor，and then analyzes the internal external risks when COHG
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operating Gwadar port, infrastructure, investment the interference of hostile forces
other aspects of the problems. In order to solve these problems, some improvement
measures are put forward, taking COHG's experience as an example, which is of great
significance to Chinese enterprises' foreign investment. “One belt and one road” is
both a chance a challenge, China should give enterprises more initiative to “going out”
encourage them to innovate continuously, for better development.
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90 “一带一路”战略下的海尔国际化发展现状研究分析
胡新凯尹苗苗王思畅祁宇
（单位：上海大学）
本组案例分析选取在海外市场具有高认可度的海尔集团作为分析对象，结合
“一带一路“战略下海尔企业的布局对海尔企业对外投资的过程和所实施的战略，
以及面临的困境和企业自身的不足之处进行分析，并提出相应的对策建议。
A Study the Current Status of Haier's Internationalization under the
Belt and Road Initiative
Xinkai Xu Miaomiao Yin Sichang Wang Yu Qi
Institution: Shanghai University
We choose Haier Group as the object of our case analysis for Haier has high
degree of recognition the overseas market, we pay attention to the investment process
of Haier under the Belt and road, analysis the implementation of the strategy the
difficulties faced by Haier during its internationalization process. At last, we put
forward the corresponding countermeasures to help Haier’s development along the
Belt and Road.
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91 北部湾港务集团的新丝路
黄超伦潘俊杰梁书瑞张伟豪
（单位：广西大学）
“一带一路”国家战略实施以来，我国企业与“一带一路”沿线国家的联系
更为紧密了，越来越多内地企业开展了对外投资等一系列涉外贸易业务，本文以
北部湾港务集团为研究对象，对其在“走出去”过程中的发展现状、面临的机遇
与挑战做一个介绍，并阐述其在“一带一路”背景下实施的创新战略。
The New Silk Road of Beibu Gulf Port Group
Chaolun Huang Junjie Pan Shurui Liang Weihao Zhang
Institution: Guangxi University
Since implementation of the national strategy “One Belt, One Road”,
connections between China’s enterprises countries along the path of “One Belt, One
Road” become increasingly closer. As a result, more and more domestic enterprises
run a number of foreign trade businesses such as investment foreign countries. In this
paper, the Beibu Gulf Port Group was taken as the subject of study to introduce its
current development conditions, opportunities challenges it was faced with the
process of “going out”. In addition, the innovative strategy that it implemented the
context of “One Belt, One Road” was also described analyzed.
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92 一带一路背景下我国能源企业走出去战略与风险研究——以中石
化为例
周璐孙慧刘思源余耀莹王俊
(单位：西南财经大学)
当今世界经济瞬息万变，我国经济在取得重大进展的同时，也面临着诸多问
题。促进区域合作、融入世界经济刻不容缓。2015 年3 月28 日，国家发改委、
外交部、商务部联合发布了《推进共建丝绸之路经济带和21 世纪海上丝绸之路
的愿景与行动》，旨在促进我国与沿线国家的经济合作。我国企业积极抓住一带
一路的机遇，通过收购、兴建、合并等方式对沿线国家对外投资，开创了新的局
面。本文通过对中石化在沙特投资延布炼厂的案例进行分析，讨论了在一带一路
背景下，我国能源企业走出去的战略与风险，并提出了相应风险防控对策。
“Going Abroad” Strategy And Risks of Energy Enterprises During
“The Belt And Road”——Taking Sinopec as an Example
Lu Zhou Hui Sun SiYuan Liu
YaoYing Yu Jun Wang
Institution: Southwestern University of Finance and Economics
Nowadays，with the rapid change of world economy, China's economy not only
makes significant progress, but also faces many problems. Promoting regional
cooperation integratingthe world economy admits of no delay. On March 28, 2015,
the National Development Reform Commission, the Ministry of Foreign Affairsthe
Ministry of Commerce jointly issued the “Vision Action to Promote the Silk Road
Economic Zonethe 21st Century Maritime Silk Road ” to promote economic
cooperation between Chinathe countries along one belt and one road. China's
enterprises would actively seize the opportunity ， according to the ways of ， joint
venture, etc，and create new dimension. This paper discusses the strategy risk of going
out China's energy enterprises puts forward the corresponding countermeasures.
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93 中巴QAAP 纺织服装园区投资评价案例研究
魏爽吴轶伦钟晓玲
(单位：北京服装学院)
本文在一带一路的背景下，对中巴QAAP 纺织服装园区进行了投资评价研
究。从评价结果可以得到，巴基斯坦基本满足投资需求。之后，根据评价结果对
中巴qqap 园区建立提出提高园区基础设施建设、重视园区安全规划及安全管理
等建议，并对评价体系进行改进。
Case Study of Investment of QAAP
Shuang Zhang YiLun Wu XiaoLing Zhong
Institution: Beijing Institute of Fashion Technology
This article has carriedthe investment evaluation research to the China- Pakistan
QAAP textile clothing park under the background of the road. We can be obtained
that Pakistan basically meet the investment needsthe evaluation results. Then,
according to the evaluation results, it is proposed to improve the infrastructure
construction of the park, pay attention to the safety planning safety management of
the park, improve the evaluation system.
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94 中国工商银行新加坡分行案例研究报告——基于2013-2016 创新
性业务发展分析
孙缘徐笑乐李福锦张超予梁结欣
(单位：华南理工大学)
新加坡由于其优越的地理位置和良好的投资环境吸引了众多中资企业到新
加坡投资，新加坡已渐渐成为中资企业“走出去”的首选目的地，中国工商银行
身处最先走出去的行列。中国工商银行新加坡分行于1993 年成立，2012 年获得
新加坡金管局颁发的特许全面银行牌照，2013 年正式启动人民币清算行服务，
并在人民币清算业务上取得了巨大成功，尤其是清算行，在香港的先发优势下却
能取得斐然成绩。本报告首先叙述了新加坡的发展情况，然后就新加坡银行业的
发展现状、机遇与挑战进行了简单分析，接下来分析了2013 年清算行的开展过
程，并就2013 年-2016 年的创新历程进行了阐述，最后总结了中国工商银行新加
坡分行成功经验。本报告所涉及的情况对意图或正在进行海外市场开拓的金融企
业有一定的借鉴作用，当外部竞争激烈，主动适应新政策和开展创新业务、提前
业务的开展做准备将是金融企业取得成功的关键。
关键词：银行；清算行；业务创新；中国工商银行；新加坡
Analysis Report the Case of ICBC Singapore Branch——Based the
Analysis of Development Creative Business2013 to 2016
Yuan Sun XiaoLe Xu FuJin Li
ChaoYu Zhang JieXin Liang
Institution: South China University of Technology
Singapore has attracted a number of Chinese-funded enterprises to
investSingapore due to its excellent geographical locationa favorable investment
environment. Singapore has become one of the preferred destinations for Chinese
enterprises to “go out”, the Industrial Commercial Bank of China is one of them.
Since its inception1993, ICBC Singapore branch has been licensed by the Monetary
Authority of Singapore (MAS) 2012.ICBC will launch a RMB clearing bank
service2013, which has achieved successHong Kong. This paper first describes the
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development of Singapore then provides a brief analysis of the status quo,
opportunities challenges of Singapore's banking industry. Then, the paper analyses the
progress of the 2013 clearing bank expounds the innovation course of 2013-2016.
Finally, it summarizes the successful experiences of the Industrial Commercial Bank
of China Singapore Branch. The situation involvedthis report has a certain reference
to the financial enterprises that intendare developing overseas markets. When the
external competition is fierce, taking the initiative to adapt to the new policy, carrying
out the innovation businessthe preparation of the advance business will be the essence
the key of the financial enterprises.
Key Words: Bank, Clearing Bank, Business Innovation, ICBC, Singapore
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95 中国“走出去”企业的战略选择——以中国交通建设股份有限公
司为例
胡佳叶1 徐嘉勉1 万露霜2 刘艺川1 李春艳1 阿库瓦1
(单位：1.江西财经大学2.西南财经大学)
改革开放以来积累下来的资本、技术、装备等优势，让中国完全有“走出去”
的能力。中国越来越重视开放政策给我国将带来的积极影响，中国不断加大力度
实施了“一带一路”的战略，带头筹建亚投行、丝路基金等金融机构，将为“一
带一路”沿线国家提供融资保障，也充分展现中国作为世界大国的担当和责任。
鼓励我国企业走出去，加大对周边国家的基础设施建设和投资规模，以中国的发
展带动周边国家一起发展。
中国交建作为最早参与建设“一带一路”的中国企业之一，已经在“一带一
路”沿线65 个国家追踪了多类项目，累计承建了2600 多公里公路，180 座、总
长105 公里的桥梁，63 个、累计23000 延米的深水泊位，10 座机场，754 台集
装箱桥吊，在建铁路1800 公里，境外在建工程602 个，总合同额约685 亿美元。
所以中国交建在“一带一路”发展中有着典型代表作用，其做法有着代表意义。
本文主要分析中国“走出去”企业的战略选择，以中国交通建设股份有限公司在
非洲发展为例。分析外部环境以及内部环境对于企业走出去的影响，最后提出相
关建议。
Analyze of Chinese Enterprise’s＂go global＂ strategy——A Case
Study of China Communications Construction Company Ltd.
JiaYe Hu1 JiaMian Xu1 LuShuang Wan2
YiChuan Liu1 ChunYan Li1 KuWa A1
Institution: 1. Jiangxi University of Finance and Economics
2. Southwestern University of Finance and Economics
Since Chinese the reform opening-up policy, China has capital, technology
equipment advantages, which make China is fully capable of “going out”. China pay
more and more attention to the open policy will bring to our country's positive
influence, China has constantly intensify efforts to implement the strategy of the “One
belt One road ”, take the lead planning investment Banks,the silk road, fundsother
financial institutions, will provide funding for “One belt One road” national
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security,to fully demonstrate China bearer sponsibility as a world power. Encourage
Chinese enterprises to go out, increase support for infrastructure construction
investment scale, drive around the country by the development of China's
development together.
As one of the earliest Chinese companies involved building “all the way along
the way”, CCCC has tracked a variety of projects 65 countries along the “one belt one
road”. CCCC constructed more than 2,600 kilometers of roads, 180 bridges (total
length of 105 km), 63 deep water berths,10 airports,754 container bridge
cranes,1800km railway602 overseas projects alongside” the Belt and Road
Initiatives”, the total amount of contract is about 68.5 billion US dollars.
This paper mainly analyzes the strategic choice of “going out” enterprises China,
taking CCCC as an example Africa. Analysis of the external environmentthe internal
environment for the business to go out of the impact of the final recommendations.
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96 中国建筑工程有限公司走出去案例分析——基于“一带一路”视
角
蔡蒙晨宋翠翠赵恒园陈喆常雅婷陈善宾
(单位：首都经济贸易大学)
在国家一带一路的发展战略下，中国建筑工程有限公司作为中国建筑类国有
企业的领军企业，在一带一路战略中占据着重要的位置。此报告的撰写首先从一
带一路的国家政策谈起，大致介绍了一带一路的目前的发展状况，以及中国建筑
工程有限公司与一带一路政策的关系；接下来对建筑行业进行波特五力分析，由
此阐述了建筑行业的行业情况，并分析了中国建筑工程有限公司遇到的问题；最
后重点分析中国建筑工程有限公司，介绍其核心技术、投资背景及过程、商业战
略分析、SWOT 分析、以及财务分析等。通过对一带一路以及建筑类行业和中国
建筑工程有限公司企业情况的分析，得出对中国建筑工程有限公司企业未来发展
建议。这一报告因为逻辑的科学性和严密性、资料的完整性、分析方法的全面性、
以及知识的专业性使得这份可行性报告极具实用价值。不仅是对中国建筑工程有
限公司今后的发展有贡献作用，也为一带一路出谋谏言。
The Case Analysis of “Go out” policy of China State Construction
Engineering Corporation——based the perspective of “One Belt One
Road”
MengChen Cai CuiCui Song HengYuan Zhao
Zhe Chen YaTing Chang ShanBing Chen
Institution: Capital University of Economics and Business
Under the national “One Belt One Road” development strategy, China State
Construction Engineering Corporation, as a leaderChina's construction state-owned
enterprises, occupies an important positionthis strategy. This report starts with a
national policy,summarizes the current state of development of“One Belt One Road”
the relationship between China State Construction Engineering Corporation the policy;
The paper analyzes the problems of the construction industry, analyzes the problems
encountered by China State Construction Engineering Corporation. Finally, it
focusesthe analysis of China State Construction Engineering Corporation introduces
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its core technology, investment background process, business strategy analysis,
SWOT analysis,financial analysis. Through the analysis of the enterprise current
situationthe construction industry, the paper puts forward some suggestions for the
future development of China State Construction Engineering Corporation. This report
makes this feasibility extremely useful because of the scientific naturerigor of logic,
the integrity of the data, the comprehensiveness of the analytical method, the
professionalism of knowledge. Not only for the company, but also provide valuable
suggestions for the “One Belt One Road”policy.
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97 中国铁建国际化研究——以安伊高铁为例
胡依卓缪颖徐珍妮杨伊慧汪夏婷
(单位：东华大学)
基础设施互联互通是“一带一路”建设的优先领域，而沿线国家和地区大多
基础设施薄弱，因此都有通过基础设施开发带动经济社会发展的强烈愿望，这为
“一带一路”基础设施可持续的开发提供了广阔的空间。另一方面，沿线国家和
地区的建设能力普遍不足，而中国在这一领域的优势十分明显，积累了丰富的成
功经验，拥有强大的产能支持。
随着“一带一路”、“高铁出海”等国家战略的逐步推进，在国家战略的支
持下，中国大型基建企业在海外获得订单的条件和能力也将迅速提升，这为以中
国中铁为代表的国内基建巨头的未来发展提供了巨大的空间。鉴于基建行业的光
明前景，我们选择了中国铁建股份有限公司作为分析对象。中国铁建是中国最具
实力、最具规模的特大型综合建设集团之一。截至2016 年，中国铁建已在“一
带一路”沿线37 个国家设有境外机构或拥有项目。完成安伊工程以后，中国铁
建在国际上得到了较高的认可。
文章分为八个部分。第一，背景介绍。该部分简单叙述了一带一路战略以及
在该战略环境下，中国铁建发展潜力。第二，公司介绍。该部分详细介绍了中国
铁建的发展历程以及公司业务的主要内容。第三，环境分析。这一部分我们运用
了PEST 分析对宏观环境进行详细分析，以及用SWOT 分析法对中国铁建进行
企业内外部环境的分析，列出战略矩阵。第四，路径分析。该部分我们以已经完
工的安伊工程为例，对关键路径进行分析。第五至七部分，我们探索了中国铁建
国际化过程中已经遇到的问题并提出相应对策。最后，我们还整理出未来开展海
外高铁项目应该注意的问题。
Research the Internationalization of China Railway Construction
YiZhuo Hu Ying Miu ZhenNi Xu
YiHui Yang XiaTing Wang
Institution: Donghua University
Infrastructure interconnection is a priority area along “the belt and road”, while
the infrastructure most countries regions along the belt and road is weak, so there is a
strong desire to drive economic social development through infrastructure
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development, which provides a wide range of space for the sustainable development
of the infrastructure . On the other hand, the construction capacity of the countries
along the road are general lack of capacity, China's advantages this area is very
obvious, has accumulated a wealth of successful experience, with strong capacity
support.
With the support of the national strategy, China's large-scale infrastructure
enterprises overseas obtain the conditions the capacity will also be rapidly increased,
which provides a huge space development of domestic infrastructure.especially like
China Railway Construction .In view of the bright future of the infrastructure industry,
we chose China Railway Construction Co., Ltd. as the object of analysis. China
Railway Construction is one of China's most powerful largest large-scale
comprehensive construction group. In 2016, China Railway Construction has beenthe
37 countries with foreign institutions having a project. After the completion of the
Anyi project, China Railway Construction had been a high recognitionthe
international community.
The article is dividedeight parts. First, background introduction. This section
briefly describes the development strategy of China Railway Constructionthe strategic
environment. Second, the company introduction. This section details the development
of China Railway Construction the main contents of the company's business. Third,
environmental analysis. In this part, we use the PEST analysis to analyze the macro
environment detail, SWOT analysis of China's Railway Construction within the
enterprise internal-external environment analysis,and listed strategic matrix. Fourth,
path analysis. In this section, we use completed Anyi project as an example, analysis
the key path . In the fifth to seventh parts, we explored the problems that have been
encountered the process of internationalization of China Railway Constructionput
forward corresponding countermeasures. Finally, we also sort out the problems that
should pay attention tothe future.
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98 “国内升级”VS“海外投资”——湖北R 公司的国际化经营战略
选择
朱珊刘孟杰宋洁廖文薇严露张方
(单位：湖北大学)
在全球经济复苏缓慢，中国经济进入新常态的背景下，中国化纤行业的出口
面临着巨大挑战，各大化纤制造企业也都在寻求自己的出路。以湖北省一家出口
企业R 公司为例，目前其生产面临环保压力、原材料供应不稳等问题，进一步
扩大市场也非常困难，那么处于生产经营瓶颈的R 公司在其国际化战略决策时
该如何选择？本案例以会议讨论情景再现的形式从生产、投资、营销、管理等各
个角度分析了“国内升级”和“海外投资”的可行性，对面临国际化战略选择的
企业具有一定借鉴意义。
Domestic Upgrading Outward FDI: The Choice of
Internationalization Strategy of R Company Hubei Province
Shan Zhu MengJie Liu Jie Song
WenWei Liao Lu Yan Fang Zhang
Institution: Hubei University
With global economic recovery slowing China's economy entering the new
normal, the export of chemical fiber industry China is facing grate challenges all
major chemical fiber enterprises are seeking their own outlets. Taking an export
company R Hubei Province as an example, currently R Company faces main
problemsits production, such as environmental protection pressure, unstable raw
material supply difficulties further expanding market. So how should R Company
make its choice making decision its internationalization strategy under the bottle neck
of production operation? This case,the manner of reproduction of the scenario of
meeting discussion, offers analysis of the feasibility of “ domestic upgrading ”
“outward FDI” angles of production, investment, marketing management, which is
of certain reference significance for enterprises facing a choice of internationalization
strategy.
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99 中国移动“新丝路”——牵手计划
李冠雄宿天娇周舒李洛浦郝萌苏月婷
(单位：北京邮电大学)
随着“一带一路”政策的开展与推动，越来越多的企业开始尝试相应政策
号召，以新的思路与战略走出国门。本文正是探讨中国移动集团在尝试推出“牵
手计划”联结一带一路周边国家的战略是否给集团本身带来了正面积极的影像与
作用。
A New Path For China Mobile Communication Corp
——“Hand In Hand” Project
GuanXiong Li TianJiao Su Shu Zhou
LuoFu Li Meng Hao YueTing Su
Institution: Beijing University of Posts and Telecommunications
With the development promotion of The Belt and Road” policy, more and more
enterprises begin to try to call the corresponding policies, ideasnew strategy of going
abroad. This paper is to explore the China Mobile trying to launch a “Hand In Hand”
project linking Belt and Road Initiative neighboring countries to thestrategy is itself
brought a positive imagerole.
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100 YCZB 对“一带一路”沿线国家投资案例研究报告
祁雪奎陈悦王玲玲
(单位：上海对外经贸大学)
随着中国国家级战略“一带一路”的逐步推进，开拓海外新市场也成为了
中国凹印制版产业的一大亮点。本案例选取了有30 多年海外扩张经验的国内制
版巨头YCZB 作为研究对象,将邓宁OIL 理论与案例相结合，研究和分析了YCZB
对“一带一路”沿线国家的投资，并对理论加以验证。案例中，首先梳理了YCZB
对“一带一路”沿线国家投资的现状、特点和动因，总结出其成功经验并分析了
其面临的机遇挑战，其中选取了越南、马来西亚、巴基斯坦、波兰4 个国家为代
表进行OIL 分析，并提出了YCZB 对“一带一路”沿线国家投资的相关对策和
建议。
YCZB’s Investment Strategy Case Study Countries along
“One Belt and One Road”
XueKui Qi Yue Chen LingLing Wang
Institution: Shanghai University of International Business and Economics
With the promote of China's national strategy “One Belt and One Road” step
by step ,the development of overseas markets has become China's gravure plate
industry’s major highlight. In this case, YCZB, a domestic plate-making giant with
more than 30 years of experience overseas expansion, has been ed as the research
object,the Dunning OIL theorycase are combined to studyanalyze YCZB's investment
to countries along “One Belt and One Road”verified the theory. In the case, the
present situation, characteristics motivations of YCZB's investment to countries along
“ One Belt and One Road ” are summarized. The successful experience the
opportunity challenge are analyzed. Among them, the four countries of Vietnam,
Malaysia, PakistanPoland are ed asbehalf of the OIL analysis,put forward some
relevant counter measures suggestions of investment to the countries along“One Belt
and One Road”.
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101 从印度到新丝路——锦程物流的国际化探索
孔令琦马琳郭若丹李媛媛陈瑶
(单位：东北财经大学)
“一带一路”战略的实施，为中国企业“走出去”创造出了难得的历史机遇。
物流是商务活动的根本，在国际商务的大舞台扮演着不可或缺的角色。本文以锦
程国际物流集团如何进军一带一路沿线国家印度为例，详细介绍了锦程在印度市
场上选择代理公司，通过对诸多因素的考量，最后与印度EKF 企业结成战略联
盟的过程，为锦程在印度市场的业务提供延伸的物流服务。由于缺乏制约和监督
机制，EKF 公司的代理工作涌现出了一些代理问题，锦程采取了诸多约束评价
体系如电话回访机制、风险管理考核机制等，约束和激励海外代理公司的行为，
监控其服务质量，减少代理风险，取得了很好的效果。锦程在印度市场的探索经
历对于其他物流企业继续进军“一带一路”其他沿线国家市场，拓展其国际货运
代理业务覆盖的范围有着很强的借鉴意义。面对“一带一路”新形势，锦程应该
及时调整公司战略，在总结印度市场上探索经验的基础上，利用“一带一路”的
基础设施建筑福利，开发新市场，提升公司的竞争力。本文通过总结锦程公司海
外探索的成败经验，给出了几点锦程公司未来发展的建议。
From India to the New Silk Road——the international
exploration of JC Logistics Group
LingQi Kong Lin Ma RuoDan Guo
YuanYuan Li Yao Chen
Institution: Dongbei University of Finance and Economics
The Belt and Road Initiative has provided great opportunity for Chinese
import-export enterprises, while the international logistics play a key roleit. This case
introduces the process of the overseas market exploitation JC Logistics Group has
made along the new Silk Road. The case makes a thorough description how JC ed
agents by taking several factors account finally managed to build up strategic alliance
with EKF, a local logistics enterprise India. However, certain agent problems arose
during the operation of EKF for lack of restriction supervision mechanism.
Consequently, JC has adopted constraint evaluation system including customer return
mechanism risk management assessment mechanism to restrict motivate the behavior
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of the overseas agents, monitor service qualityreduce agency risk. The
countermeasures has obtain a good effect. The experiences lessons of JC can serve as
significant reference for both JC other logistics enterprises to enterother countries
along the Road expand the scope of their freight forwarding services. In the face of
the new trend brought by the One Belt and One Road Initiative, JC should adjust the
company's strategy time, make use of the infrastructure construction along the Road
to develop new market enhance competitiveness basedits experience of exploiting
Indian market. This case summarizes the success-failure experience India pictures the
vision of JCthe days to come.
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102 旅游企业“走出去”案例分析——以锦江国际并购法国卢浮为例
程雨萌肖天华朱艳秋张出游萱黄露瑶
(单位：西南财经大学)
随着我国能源、矿产、制造、金融等产业相继“走出去”，中国旅游业也在
加紧“一带一路”沿线的布局。对外旅游投资有助于提升东道国旅游服务设施水
平，帮助东道国吸引更多入境游客，同时跨国间的旅游流带动大量的资金流、商
贸流、信息流，带动新的投资机会，进一步带动一系列商业、金融、基础设施等
领域的对外投资。对外旅游投资将推动我国对外投资的良性大战，有助于我国“一
带一路”战略积极有效的实现。跨国并购是企业对外投资的一种重要形式，本文
选取锦江国际成功并购法国卢浮酒店集团作为我国旅游企业“走出去”的案例进
行研究，回顾其并购过程，并从并购时机的选择、目标企业的定位、资源整合、
财务指标分析等方面进行分析，从对锦江国际并购前、中、后的主营业务结构、
盈利能力和偿债能力等财务指标的分析中可以看出，锦江国际在做强做优做大和
提高自身核心竞争力方面属于“一带一路”背景下企业“走出去”的典型案例，
符合旅游行业下酒店业并购的一般性机理。此案例反映了我国旅游企业对外发展
的现实环境与趋势，为今后我国旅游企业“走出去”在模式、经验和方法方面提
供参考和借鉴。
An Analysis of Tourism Enterprises “Going Out”——A Case Study
of Jin Jiang International Holdings’ Mergers and Acquisitions of
French Louvre
YuMeng Cheng TianHua Xiao YanQiu Zhu
Chu Zhang Xuan You LuYao Huang
Institution: Southwestern University of Finance and Economics
Under the background of “One Belt One Road” , China’s energy, mining,
manufacturing, financial industry are “going out”. At the same time, China’s tourism
has also stepped up along the layout. February 28th2015, JinJiang International
completed the relevant work of the acquisition of French Louvrein corporatedthe
scope of the financial statements of the scope of the merger. Econo Hotel, duty-free
shops, as well as the acquisition of foreign holiday oriented enterprises, theof old
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brand travel agencies are new breakthroughs China ’ s foreign investmentthe new
period.The case study of JinJiang International Holdings’ mergers acquisitions of
French Louvre explains the general internal cause of the hotel industry mergers
acquisitions tourism industry, it recognizes that successful M&A should follow the
following several concepts: The acquisitions timing should be reasonably chosen the
target enterprise should be scientifically located; the funding intergration after M&A
should be paid attention the moderate participation domination by government should
be involved; the existing law should be fully utilized the managerial overconfidence
should be controlled.
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103 跨国并购助力中国企业走出去——中国华信的海外之路
殷博闻毛燕王雪文洋李亚南邵佩仪
(单位：西南财经大学)
在一带一路的政策支持下，中国的企业纷纷走出国门，海外并购作为走出去
的重要通道之一备受关注，在中国海外并购失败率较高的现状下，作为民营企业
的中国华信，却突破了七七定律的魔障。中国华信成功的海外并购为其企业战略
的发挥产生了巨大的作用，它的成功之处也引人深思。因此我们采用案例对比分
析方法，深入研究了中国华信在海外并购上的过人之处，为中国民营企业走出去
提供经验和启示。
Cross-border Mergers and Acquisitions Going Global
——A case study M&A of CEFC
BoWen Yin Yan Mao Xue Wang
Yang Wen YaNan Li PeiYi Shao
Institution: Southwestern University of Finance and Economics
Supported by the national strategy the Belt and Road (B&R), the majority of
Chinese firms continue going global proceed with overseas expansions more actively
than before to exploit the route of B&R . However, mergers acquisitions overseas, as
one of the most important channels for going global, is under the spotlight
sufferinghigh failure rate during its process. China CEFC Energy Company Limited
(CEFC), a firmprivate sector, breaks down the law of seven seven, whose overseas
mergers acquisitions play an active roleits implementation of company strategy
accelerates its pace exploring the route. Therefore, we adopt case study as the
research method this thesis take CEFC as an positive example to compare it with
other failed firms during their process of M&A overseas lucubrate the secret of its
success order to provide guidance for our private firmstheir investment those
countries along the route of the Belt and Road.
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104 一带一路背景下中国企业“走出去”问题及对策分析——基于重
庆祥飞集团丝绸出口印度的案例分析
皮三思李雅文杨丹王曦照王桥生涂刘军
(单位：西南财经大学)
近几年“一带一路”战略已经掀起了国内一些企业“走出去”的热潮，但中
国企业“走出去”依然存在一些问题，所以本文分析了“一带一路”下中国企业
“走出去”的成败影响因素。本文先通过文献回顾，归纳和总结了影响中国企业
“走出去”的外部和内部因素，然后通过引进重庆祥飞集团的案例，进一步揭示
了政策、人才、品牌、质量等相关因素如何影响重庆祥飞集团“走出去”过程并
提出了相应的解决对策。本文旨在通过文献梳理和案例分析，为中国企业“走出
去”提供借鉴与指导。
The meeting problem strategies for Chinese enterprise Stepping
out under B&R——based case study Xiang Fei in Chongqing
SanSi Pi YaWen Li XiZhao Wang
Dan Yang QiaoSheng Wang LiuJun TU
Institution: Southwestern University of Finance and Economics
In recent years, “B&A” strategy has set off some domestic enterprises “stepping
out”, but there are still some problems for the Chinese enterprises “stepping out”, so
this paper analyzes the success-failure influencing factors of Chinese enterprises
“stepping out” under the “B&R”. This paper first reviews summarizes the external
internal factors that affect the “stepping out” of Chinese enterprises through literature
review. Then, through the introduction of Chongqing Xiangfei Group, this paper
further reveals how the relevant factors such as policy, talent, brand quality affect
Chongqing Xiangfei “stepping out” processput forward the corresponding solution.
The purpose of this paper is to provide reference guidance for Chinese enterprises to
“stepping out” through literature combing case analysis.
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105 国际经营中产品创新的案例分析
张娜郭露莲梁洁陈雪君李昕姜云宏
(单位：东北财经大学)
“一带一路”战略为中小企业发展带来了重大发展机遇，随着中国经济市
场化程度的不断提高和现代化进程的不断加速，中国企业的行业领域竞争性也日
趋增强。但由于缺乏自主创新能力和核心竞争力，大量企业只是通过OEM 方式
赚取较低的加工费，在生产要素成本不断上升、外贸出口壁垒不断增多的情况下，
企业利润低,竞争能力差,在国际竞争中缺乏主动权。
传统照明用的蜡烛产业本是夕阳产业，却由于原材料、产品设计等方面的创新,
很好地满足了当代市场需求，发展前景良好。正是由于紧紧抓住了这一市场契机，
D 集团由1997 从事蜡烛设计、制造和出口的小型作坊式企业，发展成为专注于
美轮美奂的艺术蜡烛和玻璃工艺品的全球瞩目的国际化企业。
本文通过分析D 集团从早期的出口到如今的对外投资设厂所遇到的多种问
题，及其高效的解决措施，同时见证了D 集团搭乘“一带一路”东风，加紧推
进波兰二期工厂建设和泰国工厂生产线的扩建。进而结合了相关理论，深入分析
中国企业在对外直接投资过程中应该注意哪些问题，在国际化经营中应该更加注
重产品的创新升级。最终针对企业的国际化经营和创新提出了系统性的建议供其
他“走出去”投资设厂的企业进行参考。
Case Analysis of Product Innovation International Operation
Na Zhang LuLian Guo Jie Liang
XueJun Chen Xin Li YunHong Jiang
Institution: Dongbei University of Finance and Economics
“The Belt and Road” strategy has brought great development opportunities to
small medium-sized enterprises,Chinese industry competition has also been growing
with continuous improvement of China economy marketization ceaseless acceleration
of modernization process. However, due to the lack of independent innovation
capability core competitiveness, a large number of enterprises can only earn lower
processing costs through the OEM way. In the case of rising cost of production
factors, the increasing trade barriers, the enterprises have low profitspoor
competitiveness, lacking initiative international competition.
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Traditional lighting candle industry is a sunset industry, but it has favorable prospects
for development, well meeting the demands of contemporary market owning to the
innovation of product designrow material. Seizing this opportunity, Group D has
turned to be an international enterprise engage dartistic candlesglass handicraftsa
small workshop only forcing manufacture export 1997.
This article seeks to explain the significance action of product innovation foreign
direct investment through the analyzing the relevant problem of product innovationthe
process of Group D foreign investmentits efficient solving measures,then combine the
relevant theories. In addition, this article tells the problems which should be paid
attention tothe process of foreign direct investment also puts out that the enterprises
are suggested to attach the importance to product innovation international operation.
Eventually, the article puts forward systemic suggestions aiming at enterprises’
international operation innovation for reference.
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106 收购波兰HSW 事业部:柳工抢占“一带一路”先机
闻豪杨淯琪祝梦圆章亦冉谢焱真仇文燕
(单位：广西大学)
2012 年1 月10 日，中国、波兰双方代表在《有条件协议》上落笔签字，历
时两年的中国在波兰最大投资项目——广西柳工机械股份有限公司（以下简称：
柳工）3.35 亿元人民币收购波兰Huta Stalowa Wola（以下简称：HSW）工程机
械事业部的“并购大戏”尘埃落定。自此，柳工“走出去”战略迈出了坚实的一
大步，此次并购亦被业界形容为“成功的生猛并购”。数十年的海外运营，目前
柳工已拥有全球140 多个国家和地区约380 家经销商，1000 多个海外网点，8
个零配件中心，10 家海外子公司，海外业务贡献率逐级跃升到30，外籍员工占
比20，海外资产占柳工全部资产的近10。完成“一带一路”沿线62 个国家的提
前布局，成为中国工程机械行业“走出去”的排头兵。
A Fleeting Chance for Liu gong-- Acquisition of HSW Division
Poland, getting a head of “the Belt and Road”
Hao Wen YuQi Yang MengYuan Zhu
YiRan Zhang YanZhen Xie WenYan Qiu
Institution: Guangxi University
On January 10, 2012, representatives China and Poland signed the Conditional
Agreement, which stands for the termination of a two years negotiation, China’s
largest investment project Poland, Guangxi Liugong Machinery Co.,Lt.(hereinafter
referred to as: Liugong) merged with Poland Huta Stalowa Wola (hereinafter referred
to as: HSW) Construction Machinery Division. The mergers&acquisitions amount for
335 million Yuan. Since then, Liugong “going out” strategy has stepped solid one
pace, which has been described as “the success of the great M&A”. After decades of
overseas operations, Liugong has own more than 380 dealers140 countries regions
around the world , above 1000 overseas branches, 8 spare parts center as well as 10
overseas subsidiaries. Its overseas business contribution rate has jumped to 30 foreign
employees accounted for 20 of its staff. Besides this, the overseas assets accounted for
nearly 10 of total assets of Liugong. With the layout of 62 countries along “the Belt
185
and Road” layout advance, Liugong has become the pioneer of “going out” of China
construction machinery industry.
186
107 华为“走出去”的问题探索及经验总结—以华为在印度的投资为
例
武昭媛李婧娜邬雨笛刘文倩
(单位：首都经济贸易大学)
印度作为世界第二大人口大国，其智能手机市场一直是各大手机生产商争夺
的重地。“一带一路”新思路提出后，小米，联想等中国手机厂商都在印度投资
建厂。华为作为中国最先进入印度的手机厂商，取得了很大的成就，但这两年国
内智能机厂商越来越多，而且主打印度最受欢迎的，功能繁多，外表好看，价格
低廉的手机，华为的市场占有率逐渐被联想，小米等公司赶超。本文在一带一路
背景下，对华为在印度发展现状进行SWOT 分析，发现华为在产品、渠道和促
销等方面存在的问题，总结华为为改善这些问题做出的努力，进一步提出华为在
进一步发展中需要完善和提高的地方。
The Problem Exploration Experience Summary of “going global” of
Huawei—A Case Study of Huawei's Investment India
ZhaoYuan Wu JingNa Li YuDi Wu WenQian Liu
Institution:Capital University of Economics and Business
With the second largest populationthe world, India is an important market,
especially its smart phone market .More and more competitive mobile phone
manufacturers plan to compete for a good market share. After” The Belt and Road
Initiative” policy put forward, Xiaomi, Lenovoother Chinese mobile phone
manufacturers are investing India to build factories. Huawei , as China's first mobile
phone manufacturers entering India, has made great achievements. But the nearly two
years ,more and more domestic smart phone manufacturers has been established,
aiming at producing phones which are popular, versatile, beautiful, cheap for India
consumers. Huawei's market share is gradually being caught up by Lenovo 、
Xiaomiother companies . In this paper, we use the SWOT analysis to know Huawei's
development statusIndia clearly, find the problems Huawei, including products,
channels promotions, summarize Huawei's efforts to solve these problems,point out
what they should do to optimize improve.
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