中国企业出海新策略：SEM竞价推广与全球化布局
2024年10月24日，清华大学经管学院举办了"洞见：中国企业出海新征途"论坛。来自学术界和企业界的专家共同探讨了中国企业出海的趋势、挑战与应对策略。
On October 24, 2024, Tsinghua University School of Economics and Management hosted the "Insight: New Journeys for Chinese Companies Going Global" forum. Experts from academia and business discussed the trends, challenges and strategies for Chinese companies expanding overseas.
中国企业出海现状与挑战
Current Status and Challenges for Chinese Companies Going Global
清华大学经管学院企业家学者项目主任王勇指出："中国企业正在以前所未有的速度和规模走向世界，其中民营企业成为重要力量。"但同时面临外部环境、文化差异、法律法规等多重挑战。
Wang Yong, Director of the Entrepreneur Scholar Program at Tsinghua SEM, noted: "Chinese companies are going global at an unprecedented speed and scale, with private enterprises becoming a major force." However, they face multiple challenges including external environment, cultural differences, and legal regulations.
企业家的出海实践
Entrepreneurs' Global Expansion Practices
晶科能源董事长李仙德分享了光伏行业的出海经验："我们采用'输出技术、本土合作、赢得市场'的模式，搭建全球化团队，尊重文化差异。"
Li Xiande, Chairman of Jinko Solar, shared the photovoltaic industry's global experience: "We adopt the model of 'technology export, local cooperation, market win', building global teams while respecting cultural differences."
海信集团总裁于芝涛表示："在20年的国际化战略中，我们坚持六个原则：战略牵引、自主品牌、本土运营等。"他强调："中国企业要敢于出海——动态走出去，全是机会。"
Yu Zhitao, President of Hisense Group, stated: "In our 20-year internationalization strategy, we adhere to six principles: strategic guidance, independent branding, local operations, etc." He emphasized: "Chinese companies should dare to go global - dynamic expansion brings opportunities."
学术界的建议
Academic Recommendations
清华大学经管学院前院长钱颖一教授提出："中国企业应从'站在中国看世界'转向'站在世界看世界'的视角。"
Professor Qian Yingyi, former Dean of Tsinghua SEM, suggested: "Chinese companies should shift from 'viewing the world from China' to 'viewing the world from a global perspective'."
现任院长白重恩教授表示："学院致力于搭建中国与世界之间的桥梁。企业出海应借鉴成熟的跨国投资理论。"
Current Dean Professor Bai Chong'en stated: "The school is committed to building bridges between China and the world. Companies should learn from mature multinational investment theories when expanding globally."
SEM竞价推广在出海中的作用
The Role of SEM Bidding in Global Expansion
在数字化出海时代，谷歌SEM竞价推广成为企业快速打开国际市场的重要工具。通过精准的关键词投放和本地化广告策略，中国企业可以有效提升海外品牌知名度。
In the era of digital globalization, Google SEM bidding has become a crucial tool for companies to quickly enter international markets. Through precise keyword targeting and localized advertising strategies, Chinese companies can effectively enhance overseas brand awareness.
成功的SEM推广计划需要：
1. 市场调研与关键词分析
2. 多语言广告创意优化
3. 本地化落地页设计
4. 持续的数据监测与优化
A successful SEM campaign requires:
1. Market research and keyword analysis
2. Multilingual ad creative optimization
3. Localized landing page design
4. Continuous data monitoring and optimization
