Study On Strategies Of Haier Group's Overseas Investment

Haier Group is a good model of Chinese enterprises who succeed in implementing their'Going Out'strategies. The thesis divides the developmental course of Haier Group's overseas investment into stages and summarizes a few characteristics of Haier Group's overseas investment. Then, this thesis succeeds in the SWOT analysis of Haier Group's overseas investment and draws its strategic objectives of overseas investment. Then the thesis chooses Haier Group's overseas investment as the study object and puts forward some countermeasures and suggestions of Chinese corporations'overseas investment.Under the guidance of the strategic objectives of Haier Group's overseas investment, the thesis analyzes concretely Haier Group's investment strategies from 4 aspects of overseas investment, namely industry choice, location choice, investment choice and financing strategies choice. Henceforth, the thesis reaches some beneficial conclusions. They are as follows: Haier Group requires a large-scale investment in the household appliance industry, a appropriate investment in computer or cell phone industry and its financing mainly bases on our market instead of overseas investment when faced with industry choice. The thesis analyzes the competitive appliance industry when location choice is discussed, and it draws a conclusion that in the next three to five years, North America is the best followed by Western Europe, Southeast Asia, South Asia, East Asia, Eastern Europe, Western Asia, Australia Region, Latin America and Africa Region. Based on advantages and disadvantages between Greenfield Investment and International Mergers, Haier Group is ought to think of the value chain characteristic of its investment region when faced with investment mode selection. The thesis suggests that Haier Group should resort to the financing platform of Haier Electrical Appliances on the fund allowing temporary credit through the outstanding share, the bond as well as the relatable debt, negotiable securities in different form at overseas stock market, and so on, in order to provide the financial support for the overseas investment industries in face of financing strategies choice.The thesis compares Haier Group's overseas investment with those of four representative multinational appliance corporations at home and abroad from different angles in order to explained fully strategic features and strategic direction of Haier Group's overseas investment. Finally, the thesis proposes countermeasures and suggestions of promoting the Haier Group's overseas investment strategies from micro and macro aspects. As for the government, it should speed up the related policy reform of overseas investment, participate in the organization for economic cooperation positively, and develop professional intermediary organization of overseas investment vigorously. As a multinational enterprise, Haier Group must cultivate its competitive advantages and enhance the core competitiveness in the following ways including implementing the technological innovation, paying great attention to the brand management, building up the system transformation of enterprise operation management, constructing harmonious enterprise culture and promoting the property rights reform at a steady pace.