A Study On International Market Entry Mode Of China's Household Electrical Appliance Enterprise

During the development period of international economy, it has been a common phenomenon of international economy that more and more corporations have gone abroad to operate. The 21 century will be booming period for transnational operation. Transnational Corporation will conduct huge investment and large size trade. China has been the biggest market of household electrical appliance in the world and many multi-national companies changed their strategy in Chinese household electrical appliance market so as to develop their market. Competition goes through everywhere in the world.This paper is under the fundamental frame of the transnational operation theory, promulgates the fundamental appearance, carries on the qualitative analysis and analyses the advantage and the disadvantage of our household electrical appliance enterprises. Provide models to use for quantitative analysis operation, besides goes up the real case of several domestic enterprises which do well in transnational operation and proposes some relevant policy proposal.The strategy of international market entrance is an important strategic decision on the transnational operation, whether the transnational manages success depends on the entrance strategy correct or not. In order to answer the question about which entry mode is best to our consumer electronics enterprises, this paper research all sorts of existences way about transnational operation on our country's household electrical appliance industry at present. Through develops transnational operation, on the one hand may obtain more information, and participates in the international competition effectively, on the other hand can hide the tariff barrier effectively, enhances international market share and country competitive power. Firstly, the paper introduce the trends insides and outsides our country and recall some theories, analyses the definition and character of transnational operation and entry mode and the advantage and the disadvantage of our enterprises. Secondly, tempt to provide three models to used and research the entry mode, and then wish to provide the beneficial guidance through analysis several domestic household electrical appliance enterprises which do well in transnational operation, find the respective success place and the disadvantage, and use the theory, analyzes our advantage and disadvantage, and carries on the comparative analysis on all kinds of transnational operations entrance. Finally give some suggestions according to our country's enterprise characteristic from macroscopic angle as enhancing the system building, carrying out international stratagem on human resource and the microscopic angle as choosing the entry mode correctly, enhancing the technology advantage and so on.