A Study In Choosing The Way Into Overseas Markets Of HAIER Commercial Type Air Conditioning VRF (Variable Refrigerant Flow)

In recent years,the domestic home appliance market increasingly saturated,the cost goes high without much advantages.The enterprises accelerate the process of internationalization,adjusting the existing way into overseas market and sales strategy have become an necessary choice for the subsist and growth.At present,Haier VRF(Variable Refrigerant Flow)have been sold to many countries,but had little market share,didn't reach a certain sales scale and brand influence.Haier's strategic development of VRF faces the same problem also.Due to choosing the appropriate way into overseas markets not only is related to the success of entering the international market,but also related to the company international status.So this study for Haier and other similar enterprises on choosing the way into international market has a certain guidance and reference significance.Learning the experience of predecessors' is the basis of this paper and research the theory of the way into overseas markets,analyzing the internal factors,external factors and the competitive of VRF in domestic and Latin America market,using the appropriate choosing principles,focusing on analyzing four entering ways,the practical application and selection process of different entering ways in certain market: Latin America.At the same time,combining the implement scheme of the entering ways,to provide some suggestions for improving Haier's advantage,international influence,competitiveness and Haier brand value.