Study On The Global Branding Mode Of Chinese Household Appliances' Brands

After 20 years'development, Chinese household appliances industry is now in the period of trending globalization and global branding. Some Chinese household appliances enterprises which are developed well and well known in domestic market have began their process of setting up global brands according to their own characteristics in their own ways. But generally speaking, Chinese household appliances industry is still on the initial stage of global branding.It's becoming more and more important for Chinese enterprises to set up global brands in pace with the acceleration of internationalization of China. It's becoming a subject which is focused on by various industries including household appliance industry that how to set up global brands in global market. Indicating a wish of Chinese household appliances industry setting up global brands effectively, I made a tentative exploration of the problem with keen interest.Firstly, this essay introduces the background, significance, research method and the current research condition home and aboard. Secondly, the essay analyzes the global branding modes of household appliances industry in Japan and North Korea, and makes a summarization for reference. Following that, the essay analyzes the history of Chinese household appliances industry and finds out the deficiencies in current period of the industry. And then, it summarizes the general modes of global branding and typical modes of global branding which have appeared in Chinese household appliances industry to find out the limitations of these modes based on the conclusion which I've got in the first and the second sections. Finally, this essay makes a SWOT analysis of the global branding of Chinese household appliances'brands to be clear about the external and internal environment and to find out the advantages and disadvantages of this industry and suggests a new mode for Chinese household appliances integrating the government's macro-coordination for the industry and puts forward some suggestions at different aspects.