The Research On International Operation Strategy Of Chinese Family Appliance Enterprises--The Comparison On International Operation Among HAIER GROUP, HISENSE GROUP And TCL GROUP

HAIER GROUP,HISENSE GROUP and TCL GROUP begin their international operation in different ways.Some economists,Adam ,Ricardo, Vernon and Dunning ,etc., put forward several theories on international trade.Generally speaking,there are two modes in Chinese family appliance enterprises'international operation.One is to begin from the easy markets to the difficult ones, HISENSE GROUP and TCL GROUP just doing so,the other is just opposite,as HAIER GROUP'S endeavour,it from the difficult markets to the easy ones. In this thesis,it researches the different modes among the 3 enterprises. HAIER GROUP and HISENSE GROUP insist on using their own brands during the course of international operation. However,over 60% products exported from TCL GROUP are in OEM or ODM modes.Then,such different thoughts is discussed in this thesis.Moreover,it researches the successful overseas local operations of HAIER GROUP as well as the endeavour by HISENSE GROUP and TCL GROUP on the same points.Then it draws a conclusion that the success of Chinese enterprises'international operation is based on the success of overseas local operation. In need of common profits and advantage complement,some new type of co-operations are choosen by the 3 enterprises with multinational companies.Furthermore,It also discuss the shareright composition reform executed in TCL GROUP and HISENSE GROUP.Then,it researches the successful experiences as well as the problems of the 3 enterprises in the following sections.At last,it puts forward several suggestions for the international operation of Chinese family appliance enterprises.As a part of creative viewpoints in this thesis.the establishment of global competitive ablilities,the formation of worldwide brands and the participation on drafting global professional standards are regarded as symbols of the success of Chinese family appliance enterprises' international operation.In fact,the international operation of Chinese family appliance enterprises is considered as a course of re-arrangement on value chain and resources in whole world.