Research On The Brand Internationalization Of Household Appliance Enterprises In China

With the reinforcing of the global economic integration, the competition mode of enterprises around the world changes constantly, brand internationalization is part of a trend that involved. Nowadays, competition among enterprises has gradually evolved into brand competition as products and services become more and more homogeneous. Brand is of great importance to the survival and development as well as the international operation of enterprises.China is a great power in manufacturing but not in brand. Up to now. China has few international brand which is truly recognized by consumers in the world. Chinese enterprises thought little of brand building which has led to the situation that the products made in China by OEM can be sold everywhere in the world but its homegrown brands fail to make sale. In order to survive and develop under the new situation and build up the positive image of Chinese product as well as establish the international market position of Chinese brand, brand internationalization has become an inevitable choice for Chinese enterprises.China’s household appliance industry has already become one of the most mature and competitive industry in domestic market. Since China’s reform and opening up, fierce market competition has created a group of sizeable and influential domestic household appliance brands. They started to explore overseas market to seek new development space and grab the domestic market share actively as well. However, the brand building level of China’s household appliance enterprises are still far from the world famous household appliance enterprises, the brand added value is low and exist serious product homogeneity phenomenon. China’s household appliance brands is less competitive on the European and American mainstream household appliance market, as a result, the market share is low and mainly export medium and low-end products by OEM. During the internationalization process, how to seize the opportunity to implement brand internationalization strategy and make China’s household appliance brands more acceptable to people around the world is a challenge that must be faced by China’s household appliance enterprises.The proposal on "The12th Five-Year Plan" of household electrical appliance industry issued by China Household Electrical Appliances Association has made it clear that China has to develop about5competitive International Household Appliance Groups and3-5famous international brands. Therefore, the study on brand internationalization of China’s household appliance enterprises has a practical significance. On the basis of the exist research achievement by scholars at household and abroad.this thesis analyzes the brand internationalization issues of China’s household appliance enterprises by qualitative analysis and quantitative analysis.The thesis comprises five parts.The first part is the introduction part which includes background.research significance and practical value.relevent theories both at home and abroad and the reseach methods and contents.Ihe second part mainly analyzes the current status of brand internationalization of China’s major household appliance enterprises and the gap between China’s household appliance enterprises and the world famous household appliance enterprises.The third part analyzes the opportunity and threat as well as the advantages and disadvantages of China’s household appliance enterprises’ brand internationalization with the method of SWOT.The fourth part introduces the development of Samsung and analyzes its brand internationalization strategies.The fifth part puts forward advices on brand internationalization of China’s household appliance from level of both the enterprises and the government on the basis of analysis before.