Changhong Business Overseas Strategic Choice

As a leading Chinese home appliance enterprise, the development and growth ofChanghong is very typical compare to other Chinese home appliance enterprises. Inthe domestic market, Changhong is the first one to launch the price war to break theJapanese brands monopoly of in the Chinese market, Changhong became a symbol ofnational industry revival. The late nineties, following with the national policies ofExport-oriented economy and consuming the huge production capacity Changhong feltdown on the way to overseas markets. Its failure is a typical case in the process ofinternationalization of Chinese enterprises. The management and overseas business unitwere bothered by what kind of overseas market strategy should take.In this paper, the foreign business unit of Changhong is the main object of study.Based on the survey and deep analysis of the problems, causes, improvement measures,I carried out an innovative and exploratory research of the strategies of overseas market.The main contents are:1. Study of the theory of the overseas market expansion, drawing on provenresearch methods.2. A situation of the company’s overseas business practices, from the externalenvironment and internal capacities of both the problems are analyzed.3. Through research, proposed a strategy including ideas and implementationmeasures for Changhong to expand overseas markets. Finally, through practical cases,assess the effect of the implementation of brand strategy.