Hisense Group’s Transnational Operations Localization Issues

Along with the continuous development of economic globalization and multinational companies gradual change competitive environment, the world famous multinational companies are vigorously implement localization strategy. Effective overseas localization, enables the company will make full use of local resources, in order to facilitate the rapid development of the enterprise, and reduce the risk of transnational operation, so as to improve the international competitiveness of the enterprise and the overseas sustainable development ability, to maximize the interests of the overseas investment in the end. Localization strategy has become a multinational giants, in the implementation of global strategy and take the necessary core strategy, and become the main trend in the development of multinational companies.In recent years, as China’s economic take-off, home appliance industry has become one of the most dramatic development of industry. In the process of home appliance enterprise expansion, the domestic market gradually saturated, large enterprises gradually turn to foreign markets. Electrical appliances in the process of enterprise internationalization operation in our country, many enterprises take the overseas joint venture and localization of the operation measures such as set up branch in the local, but the resulting a series of problems, affect the pace of enterprise multinational management localization. With the advancement of internationalization, localization analysis find out overseas home appliance enterprise management problems and put forward countermeasures, is the priority of the current China’s home appliance enterprises to improve international competitiveness.This article from the enterprise transnational operation is analyzed, from the theoretical basis of localization, by adopting the combination of theoretical research and case analysis method using the literature research, induction, expert interviews and other research methods, find the hisense group in multinational operation and localization of the key factors and the existing problems, through using the experience of international operation of haier group and SONY, concluded hisense group optimization strategy of the multinational business, and points out a road for the Chinese electrical appliances enterprise multinational management localization, provides guidance for Chinese enterprises in overseas investment development. In this paper, the first part introduces the research background and significance, the related literatures were reviewed as well as to the definition of the concept; The second part introduces the relevant theories of transnational operation; The third part combed the hisense group, international business development present situation and problems; The fourth part introduces the two electrical appliances giant multinational management localization of classic case, for the overseas development of hisense group provides the enlightenment and reference; The fifth part puts forward hisense group, localization of the multinational business. The sixth part is conclusion.