Changhong International Strategy To Explore The Context Of Globalization

Nowadays, the globe economy has been to an integrative one. The economy of each zone in the world is not independent anymore, but an organic whole. Such as the principle which Butterfly Effect shows us, slight change of one zone's market will lead to great impact to the other zones.Under the background of globalization, the competition is especially cruel and furious in the international household electric appliance industry. The basic rule of marketing is natural selection and survival of the fittest, so the enterprises have to transform themselves in order to get more development opportunities. The world-shaking change of international market and the internationalization of domestic market make the Chinese enterprises deeply feel that internationalization is not an option but a necessity.Changhong Group, as a famous company in China, started its internationalization strategy earlier than the others and got hold of much success and failure experience. Though studying the internationalization strategy of Changhong, this thesis makes explore the motivation, goal, mode, route and the supporting system to internationalize. A useful reference is expected not only to household electric appliance industry but also to all the Chinese enterprises who aimed to implement internationalization strategy.