The Study On International Operation Strategy Of HISENSE GROUP

In the face of unpredictable macro economic environment with keen competition, thedomestic home appliance market started a new round of structural adjustment, productmore and more high degree of brand concentration. Since2009, the home applianceindustry after the reshuffle, reorganization and adjustment, many large enterprises toaccumulate strength and advantage, develop out new models suitable for their owndevelopment, the new strategy. Hisense has more than40years history, is a "technology,quality, integrity, responsibility" for the purpose of the development of the largeinternational home appliance enterprise group. From a radio manufacturing shop had only adozen people, for the development of sales are up to81billion Yuan, the staff of60000people of the world’s large enterprise, Hisense, go hard, but also robust.In this paper, based on the related enterprise internationalization theory, based on caseanalysis method, Hisense group as the research object, the internationalization managementstrategy carried on the thorough study of Hisense. First of all, based on the world economicintegration, internationalization, and home appliances market development background,raises the article research background, research purpose and research significance. At thesame time the international operation strategy related theory both at home and abroad, asthe theoretical foundation of the article; Secondly, this paper introduces the Hisense groupco., LTD., the history and current situation of international operation, the background ofHisense international operation, summarizes and induces Hisense gradualinternationalization development, analyzing the status quo of the Hisense internationaloperation; Once again, from a global marketing strategy, brand internationalization strategy,research and development of the global strategy and localization strategy, combined withthe practice of Hisense in overseas markets, Hisense international operation strategy wasintroduced in detail; Finally, according to the Hisense international strategy foundation ofthe market environment faced by the detailed analysis, find the Hisense problems in theprocess of internationalization, and puts forward Suggestions for the improvement ofHisense international operation strategy.This paper hope through summarizing the successful experience and lessons of internationalization of Hisense, the road of internationalization for Hisense’s future offersome Suggestions, to provide reference for business owners and managers, and can provideother leaders and internationalized enterprise with a certain representation, can drawlessons from the case enterprise internationalization, has a certain practical significance.