Study On International Marketing Strategy Of China Home Appliance Enterprises

Despite the late start, China household electrical appliance industry developed rapidly and had a high degree of market-oriented. Along with the development of reform and opening up, Our home appliance enterprises entered the international market earlier and growing up in the complex international market environment and fierce international competition. However, Our household electrical appliance enterprises still lack sufficient knowledge and research about the international market and also lack correct international marketing strategies. More and more failures happened in the international marketing, the performance of the overseas market declined rapidly especially after the outbreak of the global economic crisis. So, to develop correct and suitable international marketing strategies for our home appliance enterprises becomes quite important.This paper is based on international marketing theories and combine with theoretical analysis and empirical analysis, comprehensively expounded the overall situation and major problems of our household electrical appliance enterprises by a large number of text description and analysis of data on charts. Then on this basis, combined with the successful experience of well-known household electrical appliance enterprises, the paper derived many correct and suitable international marketing strategies for our home appliance enterprises.This paper includes five chapters, in the first chapter, the background and significance of this subject are introduced, relevant studies from home and abroad are outlined and the structure and main points are given. Finally, it presented the innovation and deficiencies of this paper. ChapterⅡ, the paper will introduce Porter's theory of competitive strategy and the value chain theory. This will lay the theory foundation for next of the paper. ChapterⅢ, start from the motives of our household electrical appliance enterprises to develop international marketing, the paper analyze the possibility and necessity of our household electrical appliance enterprises to develop international marketing. In the situation of saturated domestic market and increasingly fierce competition, our household electrical appliance enterprises can obtain greater profit margins in the international market by using international human resources and advanced technology and management. Then the article analyze the situation and characteristics of china export of household electrical appliances by a large number of text description and analysis of data on charts, expound the overall situation and potential problems in distribution of the target market and product structure. The third quarter main analyze the current international marketing model of our household electrical appliance enterprises, such as the model of Haier,Glan,and TCL. ChapterⅢⅠ, the paper main analyze the current problems of our household electrical appliance enterprises in international marketing and the successful international marketing experience of Samsung. First introduce the deficiencies of our household electrical appliance enterprises in product development brand building,trade barriers and Marketing channels, etc. Then the article main introduce the successful international marketing strategies, such as Technology leadership strategy,Brand strategy and Localization strategies, etc. These strategies are useful for our household electrical appliance enterprises to develop international marketing.On the basis of the previous chapters, ChapterⅣderived many correct and suitable international marketing strategies for our household electrical appliance enterprises. Such as Target market diversification strategy,Product differentiation strategy,Brand of internationalization strategy,Localization strategies and Flexible international market channels strategy. And in accordance with the times and the international market conditions, Green marketing strategy and Network marketing strategy are derived. These strategies are all have great guiding significance for our household electrical appliance enterprises to develop international marketing.