Study On Internationalization Develop Strategy Of Hisense

China's household electrical appliance industry after 10 years of development,has initially established a relatively complete industrial production system.However,in recent years,faced with overcapacity,the rapid rise of Internet brands,So that many traditional household electrical appliance enterprises feel the huge pressure.The face of fierce competition in the domestic market environment,the development of the international market is imperative.However,for today's Chinese enterprises and brands,"going out" is not much difficult,but really can take root in the world,in the global market recognition and visibility is only a handful.In the field of global household appliances,with the gradual decline of Japanese and Korean brands and the rapid rise of Chinese brands,the previous market has ceased to exist,especially in the most able to reflect the brand competitiveness of the North American market,the European market,the Australian market and other regions,Hisense as the representative of the domestic appliance brand is rewriting the history.With more than 40 years of history,Hisense has developed more than 20 years from exploration and development of international markets.Relying on R&D,steady management,accumulating new models and strategies suited to its own development.From dozens of manufacturing plants,the development of sales now amounted to 98 billion,the products are exported to more than 120 countries,the internationalization of large household appliances Group.This paper combs the theory of strategy,international trade theory and direct investment theory as the theoretical basis of the article.And the status quo of China's home appliance industry to discuss the analysis of the internationalization of household electrical appliance enterprises.And then to empirical analysis,case studies and other methods to Hisense as the object of study,its international development strategy to study.Combined with Hisense international business practice,from the product positioning,brand internationalization,layout of global R&D,channel development,direct investment and localization of business and so on in detail Hisense international development strategy;summed up Hisense internationalization process success factors,A representative of the international business case,the domestic other household electrical appliance enterprises have a certain reference value,has a certain practical significance.