Study On International Market Entry Mode Of China's Household Electric Appliance Enterprises

Economy globalization is the trend of world economy today, which is undoubtedly concerned about most. With China's open policy, Chinese enterprises are facing more and more intense competition.During more than twenty years' development, The Chinese Household Electric Appliance Enterprises have been growing up. They have reached a relatively great scale and high level, but the competition in Household Electric Appliance industry becomes more and more severe than ever under the context of globalization. On the one hand, the general trend of Household Electric Appliances market is more and more conspicuous, the supply excesses the demand, the manufacturing capacity surplus emerges, the profits slip down constantly;the Household Electric Appliance products have no variety, the target markets are highly concentrated;exports decrease because of "anti-dumping" practices in the world market;On the other hand, international Household Electric Appliance industry are adjusting their strategy, the multinational Enterprises will have a deeper development in China. Along with the increasingly organic combination of their international sale experience and local market condition, their market share presents increasing trend. The Chinese Household Electric Appliance Enterprises will face more and more competition from multinational Enterprises.In the light of the domestic and international environment, in order to expand market, acquire advanced technology and break trade barriers, it is necessary for china's Household Electric Appliance Enterprises to enter the international market. How to choose an appropriate market entry mode becomes the first concern of the Enterprises. In China, a few big Household Electric Appliance Enterprises have stepped out of the homeland and entered the international market. But from the angle of market entry, there are still many problems. This thesis regards Chinese Household Electric Appliance Enterprises as the object, analyzing in details the international market entry mode theory and the background of Chinese Household Electric Appliance Enterprises' internationalization. Then analyzing from the choices of international target market, this thesis carries out studies on the international market entry mode of Chinese Household Electric Appliance Enterprises. Based on all of those studies, this thesis advances suggestions for Chinese Household Electric Appliance Enterprises that have entered international market and those that are preparing to enter international market.