Research On The Management Strategy Of Matsushita Electric In China

At the beginning of reform and opening-up, TNCs of household appliance have vied for the Chinese market. Their entry intensified the competition in China. Meanwhile, it helped cultivating the competitiveness of our household appliance enterprises. In the 21st century, as our strength of household appliance enterprises improving and domestic competition becoming more intense, our enterprises want to go abroad realizing international development. The business strategy of TNCs is worth learning. Panasonic Corporation is one of the earliest enterprises entering the Chinese market. Its business history in China is the longest. The Chinese market which it’s in has changed biggest. It has faced the most challenges and crisis. Analyzing its success or failure and transformation in business strategy can help our household appliance enterprises grasp the future development and improve our international competitiveness.In accordance with the theory of international trade, international business and strategic management, firstly, this paper teases out the development process of Panasonic and its development in China. Based on the analysis of Panasonic operating in China’s external environment and internal strengths and weaknesses, discuss three aspects of Panasonic’s business strategy in China.Analyse the problems of the function strategy in brand,marketing,R&D and management.From the company strategy,describe the background and trends of the transformation of Panasonic’s business strategy. Combining with the development status of Chinese household appliance enterprises and learning from the stategies of Panasonic, propose our enterprises should focus on brand strategy and localization strategy, develop technology,reduce the price, carry out green transformation, keep pace with the times and so on.