The Analysis On International Marketing Strategy Of China Home Appliance Enterprises

After thirty years of development and growth, Chinese home appliance industry has astrong domestic competitiveness and a certain extent international competitiveness,China has increasingly become the world’s largest home appliance manufacturingcenter. With the continuous development of China’s economy, the development ofChina’s home appliance industry growth, China home Appliance enterprisesthemselves more and more want to operate international Marketing excellent, somehome Appliance enterprises have implemented the strategy to went out and got someachievements, but should also clearly see that the Chinese home Appliance enterprisesof international marketing is still facing many disadvantages and problems, in theearly context of the international financial crisis makes this negative is moreprominent. Therefore, China’s home Appliance enterprises how to implementinternational marketing strategies better, it has great practical significance.This paper is based on international marketing theories and combines with theoreticalanalysis and empirical analysis, first under the guidance of the relevant theoreticalprinciples, analyzes the status of China’s current household Appliance industry, pointsout the problems and their causes. Then under the guidance of the theory of consciousexperience in the light of Japanese and Korean companies, combined with the actualconduct of China’s household electrical appliance enterprises empirical analysis of theissues raised from the strategies, tactics, measures and other aspects of targeted, andfinally leads to conclusions and outlook.This paper includes six parts. Chapter I is the topics of the background andsignificance, review relevant research at home and abroad, international marketing ofhousehold electrical appliance enterprises and significance of motivation, researchmethods and the paper path and structure of this article came from a global theoreticalguidance. Chapter II analyses China’s home appliance enterprises status ofinternational marketing, including basic situation and characteristics of household Appliance industry, the need for international marketing, international marketingfeasibility of SWOT analysis, international marketing, feasibility analysis, the mainproblem of existing cause analysis, by this analysis, home appliance enterprises inChina’s international status and problems of marketing a further analysis. Chapter IIIreferences to Japan and Korea,home appliance enterprises to conduct internationalmarketing case analysis, from study of the home appliance enterprises in China.Chapter IV bases on the analysis of previous chapters, based on home applianceenterprises in China’s strategy of international marketing options, includinginternational market segmentation and positioning, international market entry waysand strategic choice, International Marketing Development Strategy, China’s homeappliance enterprises international marketing mix etc., on the basis of the previoustext of China’s home appliance enterprises to explore international marketing strategychoice. Chapter V outlines the international marketing to enhance the competitivenessof the key elements of the grasp of these factors contribute to China’s home applianceenterprises to better international marketing. The last of this paper under the foregoingleads to the conclusions and outlook.This paper collected information on international marketing theories to study,combined with characteristics of home appliance enterprises in China conducted acomprehensive analysis with an example. On this basis, hopes in the internationalmarketing theory to explore the use of home appliance enterprises in China, China’shome appliance enterprises seeking to better carry out if the development ofinternational marketing, provide some of the overseas operations of Chinese homeappliance enterprises inspiration for business reference.