Research On The Brand-internationalization Pattern With Chinese Household Appliances Based On3S Three-dimensional Model

With the development of global economic, more and more domestic enterprises begin to carry out brand-internationalization strategy and thus how to realize brand internationalization (BI) become a heated topic. Chinese household appliance industry has developed for about30years and has been relatively mature. However, there still exist some brand-development predicaments and the whole industry is groping forward in the brand-internationalization path. In order to help Chinese appliances develop more smoothly in the future and to create more international brands, the article has carried on corresponding research and tries to find out a suitable brand-internationalization model for Chinese appliances.First of all, the article give a detailed summary of the present status and brand plights about Chinese appliances, according to a large number of literature about the brand/brand-internationalization. After reading a lot of domestic and foreign literature about brand-internationalization models and summarizing the current market environment of Chinese household appliances, the article put forward a3S system of brand-internationalization based on three elements (space, style, strategy) innovatively. And it builds a related function and gives out the link between each element and proves the model is reasonable. In addition, the article puts forward two characterization values (path of the three-dimensional space about brand internationalization and brand-internationalization triangle) to give more detailed supplementary. The development about enterprise is mainly divided into three stages (the initial internationalization, expansionary phase, global multi-national corporation stage) when it refers to the path of the three-dimensional space about brand internationalization. Besides, it chooses three representative household appliance enterprises (Haier, Galanz and TCL) to make analysis according to the new3S system. Finally, the paper applied the3S system for Chinese household appliance industry and summed up the ideal BI pattern.