| With the global development of international economy, it has been a common phenomenon of international economy that more and more Chinese color TV manufacturers have gone abroad to operate, so as to decrease the impact resulting from the over-production capacity, the over-competitive local market, as well as the lack of core competitive power. Global market is very important for Chinese TV manufacturers to survive longer and develop further. US market is the most important due to its huge volume, which is the main reason that more and more Chinese TV manufacturers go abroad and develop in the US market. However, their way to America was not smooth because there is still a big gap between a Chinese traditional TV manufacturer and a successful multi-national corporation.KK Co. Ltd. is a famous Chinese TV manufacturer. It was founded in 1980 and has played in TV industry for over 28 years. KK has been top three in China TV market, and also exports to over 100 countries in the world. During its growing up, KK has not only successfully survived from the hard time of this industry in China market, such as the price wars and the technical revolutions, but also learned a lot from global markets. For example, its market entry experiences in US market, whatever successful or not, are most valuable to all the other Chinese TV manufacturers, who are developing and going to develop in global markets.With 6 parts, 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 KK's entry history in US markets. Through a SWOT model, the paper proposes some proposal not only to KK Ltd, but also the Government.The strategy of international market entrance is an important strategic decision on the transnational operation, whether the transnational manages successfully depends on the entrance strategy correct or not. In order to answer the question about which entry mode is best to our TV manufacturers, this paper research all sorts of existences way about transnational operation in KK ltd, which is famous and traditional in this industry, 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 review some theories, analyses the definition and character of transnational operation and entry modes, as well as the antidumping regulations from WTO. Secondly, research the entry modes which has been used by KK in the past years, and then wish to provide the beneficial guidance, find the respective good advantage as well as the disadvantages, and then use SWOT model to analyzes the environment of KK inside and outside, and propose market entry strategy to KK. Finally give some suggestions according to our country's enterprise characteristic from the macroscopic angle, as enhancing the system building, improving the trade models, and help enterprises to develop global market through variable entry modes. |
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