Comparative Analysis on Internationalization Strategies of Home Appliance Enterprises

Abstract

In a global economy, companies with high ambitions look beyond their domestic markets. A growing number of Chinese companies are interested in international trade. Along with the development of economic globalization, most Chinese companies are facing many new challenges and opportunities. On one hand, the huge international markets bring huge profits. On the other hand, international markets are full of many unknown factors, which are quite different from domestic markets. Generally speaking, international trade has advantages more than disadvantages. Firstly, this paper introduces the basic international operation of Chinese home appliance industry, from Chinese exports of household appliances, and its exports of major products analyzing the basic international operation of Chinese home appliance industry. Secondly, this paper through Researching International Marketing Type of Chinese Home appliance Industry, to sum up 3 Main types of Chinese home appliance industry. Finally, this paper based on the globalization of Chinese home Appliance Industry, Compared Haier Group, TCL Group with ChangHong Group, Human Concluded the reasons for success of TCL Group, Haier Group and ChangHong from status of international operating, basic situation of Home Appliances export and their International Marketing Strategies Group's the mistakes lead to failure. Through this paper's analysis of International Marketing of Chinese home Appliance Industry, to sum up some experiences and lessons learned which Chinese companies can learn, giving some suggestion to Chinese companies in the way of globalization.