| Since the reform and opening up, exports has become one of the driving forces on China’srapid economic troika, therefore the export of mechanical and electrical industry for manyyears has maintained a rapid growth. Accompanied by the rapid development of China’shousehold electrical appliance industry in this period, a large number of well-known homeappliance enterprises have been thrived.After joining the WTO, China’s home appliance industry, which have been facing thefierce competition of the international household electrical appliance enterprises, now basedon the domestic market and gradually grow up, grave to go abroad to operate overseas,China’s home appliance industry, with its own brand and innovation, are now taking a moreconfident attitude into today’s wave of globalization. Haier Lenovo, TCL, Galanz, Hisense,one by another, are all the name of China’s home appliance industry which operating in theinternational market place. those large strong enterprises, with huge potential for developmenthave been driven by the rapid development of China’s industry, making China one of theworld’s largest home appliance manufacturing basement. However, Our national householdelectrical appliance enterprises are mostly in the development opportunities and transitionperiod, there are inadequacies in urgent need of improvement, such as the lack of clearcorporate strategy and international advanced production management experience in theenvironmental analysis of the international market, positioning and control; the lack ofinternational marketing strategy in place, and high-level marketing professionals, which arefrustrations now China’s household electrical appliance enterprises have to solve ininternational marketing activity. The current global economic crisis, probly the second bottomof downturn and the European debt crisis make the international marketing environment evenworse, so that the performance of Europe and the United States and other major overseasmarkets suffered a serious setback, has also revealed that China’s household electricalappliance enterprises are facing still serious lack of marketing strategy in the complex andvolatile international environment,. So China’s household electrical appliance enterprises musttake further steps to consolidate the old Europe and the United States market and exploringnew international markets higher be in the current situation. Therefore, how to adjust and select effective international marketing strategy to make China’s household electricalappliance enterprises to success in today’s international market, and to enhance theiroperations in international markets, is what we must think about.Based on the International Economics, international business management andinternational marketing theory, this article firstly introduced theoretical analysis, combiningwith the empirical analysis, and then present a comprehensive analysis of the overall situationfacing the current grim international situation, overall major problem developmentinternational marketing of China’s household electrical appliance enterprises, and on this basisto draw on the well-known household electrical appliance enterprises to carry out successfulexperience in international marketing, marketing strategy for and consolidate the old marketfor China’s exports of home appliances in the current situation and explore the internationalemerging markets.Totally, the article is divided into five parts:Firstly, the preamble describes the background theory and significance of this article,foreign and domestic research, and researching methods used in this article, specific ideas andshortcomings; The first chapter introduces the theory of international marketing, namely,Porter’s competitive strategy and value chain theory; the second chapter discusses the overallinternational marketing situation, including international marketing environment andbackground, motivation, appliances export status and lack of characteristics as well as homeappliances marketing; the third chapter is Empirical Analysis of same famous householdelectrical appliance companies international marketing strategy: focus on analysis of theHisense Group, the company’s international marketing strategy, including the traditional agentof import and export company, brand internationalization, complete localization, marketdiversification; to increase the case on behalf of selected Haier to open up the Japanesemarket and the Southeast Asian market practices-Brand acquisition method; on the basis ofthe above chapter, the fourth chapter on China’s household electrical appliance enterprises inthe current situation on how to further develop the international market strategy options: Thetarget market diversification, technological innovation and product differentiation, brandinternationalization and localization. |
