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

As the economy globalization accelerates nowadays, more and more Chinese Household Electric Appliance Enterprises have gone aboard. They participated in the international competition and involve themselves in international business.The purposes and significance, the relative theories on international market entry mode, the research methods and innovative points, the research scope are included in the first part of this paper. The current situation of Chinese household electric industry and the importance of entering in international market for Chinese Household Electric Appliance Enterprises are introduced in the second part of this paper. The third part introduces the internal characteristics of different entry modes and the influencing factors of different entry mode choices. The fourth part includes the history and actuality of the international market entry modes for Chinese Household Electric Appliance Enterprises, the problems of these entry modes and the reasons for those problems. In the last part, the paper analyses the cases of Haier, TCL and Glanze and sums up the strengths and weaknesses of each mode. At last, it puts forward six points for suggestions.The final purpose of entering international market for Chinese Household Electric Appliance Enterprises is to enhance their core competitive abilities and improve their performance. This article provides the suggestions and references for those Chinese Household Electric Appliance Enterprises which will enter in the international market. The experiences of entering in international markets for Chinese Household Electric Appliance Enterprises will also be useful for other Chinese enterprises.