Research On The Brand Internationalization Of China’s Household Electrical Appliance Industry

In global economic integration,rapid economic development of the international background,the competition between each enterprise and pattern changing,only in the development of domestic already cannot satisfy the pursuit of enterprise,into the international is the future trend of developmenthome appliance industry development in our country for a long time,our country home appliance industry also has a strong competitiveness.Since reform and opening-up, our country has formed some competitiveness strong electrical home appliances brands,they are in the domestic market at the same time,also try to find a place in the international market. However,our country electrical appliances enterprise brand construction level and international well-known home appliance brands or there is a big gap,in Europe and the United States household appliances market, the competitiveness of the electrical home appliances brands in China is very soft, OEM exports to low-end products,independent brands overseas market share is very low. Under the great pace of internationalization,how to promote our country electrical appliances enterprise brand internationalization, is our country electrical appliances enterprise to face the challenge.This paper is in the home appliance industry development in our country under the background of writing, through the analysis of the concept of home appliance enterprise brand internationalization in our country, the development course and the gap between the international home appliance brand, put forward reference opinions and Suggestions of China’s home appliance brand internationalization, hope to provide strategic advice for our country home appliance enterprise, and promote the rapid development of China’s economy as a whole.