Japan's Household Electrical Appliance Enterprises Development Strategy In China And China's Revelation

The structure of the international division of production has been forming as China is becoming the international manufacturing base of household electrical appliances. The new competitive environment not only brings in opportunities but also austere challenges. The profit is gradually declining because of the price war in the recent years in Chinese household electrical appliances industry. The competition among the enterprises of household electrical appliances has evolved into the strategy competition. Therefore, the influence of enterprise's development strategy is far-reaching for the enterprise itself under the market circumstances full of competition.Japanese household electrical appliances enterprises in China experienced the following steps: from export, transferring of technologies, local investment to the strategic reaction which focuses on scrambling for the terminal channels. They build up their own important positions and competitive advantages in the market through the intangible assets-brand and the correlated marketing based on the brand strategy. The competitive advantages of Japanese household electrical appliances enterprises have been continually undermined as the fast growth of local Chinese enterprises and international enterprises. In order to cut down labor cost and purchasing cost and eventually keep their own benefits in China, they are taking the local strategy, which they can keep and improve their own competitive advantages and eventually succeed in doing business in China. The paper makes a research on the enterprises development strategy of Japanese household electrical appliances enterprises in order to use for reference for Chinese household electrical enterprises' development and for Chinese large MNC growth.The content of this paper: The first chapter is the introduction which sets forth the context and implication of the paper, defines some correlated concepts, concisely review and comments on the literature; The second chapter makes a review about the development process of Japanese household electrical appliances enterprises in China and actuality analysis; The third chapter is mainly about macroscopic environment analysis which use the PEST model and industry environment analysis which use Harvard University professor Michael E- Porter's five-factors competitiveness model;The fourth chapter makes analysis on the strategy taken by the main competitors; The fifth chapter is about the development strategy of Japanese household electrical enterprise analysis; The sixth chapter analysis the trend of development strategy Japanese household electrical appliances enterprises ; The seventh is its reference 0The enterprises development strategy is the enterprises eternal topic, although it has been several years, the strategy theory is completingo Because of the limitation of my knowledge and time, the paper has some unavoidable shortcomings, I will research and rectify it in the future.