Research On Chinese Household Electric Appliance Enterprises' Strategies Of Expanding American Market

The research background of the thesis is: after China joined the WTO, GDP is steady in the forefront of the world; the position as a big country in the world trade rises continuously; Chinese economy keeps a highly-speed growth steadily; economic globalization forces the Chinese household electric appliances enterprise to expand the international market; the large enterprises have already had the real strength to invest outward; Chinese enterprises going abroad to invest having become the inevitable choice.It discovers that there are following problems in the Chinese appliance enterprise: not having enough related systems; the creative ability of technique of the enterprise is quite weak; lacking of the consciousness of protecting the intelligent property right and famous brands; the brand extension is not appropriate; the outlet of Chinese appliance products into the American market is not smooth etc. Meanwhile, it analyses the causes of the problems. With the quick step of economic globalization, the enterprise competition will change to the international one from the domestic one. For Chinese enterprises brand internationalization, there are problems as well as opportunities.The paper makes use of the analysis method of SWOT to analyze the strength of expanding the American market of the Chinese enterprise: low cost; the government policy support; the production technique of the enterprise having already been very mature, so the enterprise having more competition ability; overseas Chinese leading the long line to take the bridge; weakness: the unfair competition between enterprises; the excessive brands but lacking of the international well-known ones; the small scale of the enterprise; opportunity: as member's country of WTO getting the opportunity of multinational management; the import and export sum increasing continuously; the relation between China and America having entered the best period ever since the establishment of diplomatic relation; threat: the frequent American anti-dumping cases of Chinese products; the American and some west anti-Chinese members promoting the theory of "the threat in China"; the trade unbalance between China and America; the quick innovative speed of foreign enterprises.The author also uses Japanese and Korean enterprise experience on entering American market for reference, putting forward the strategies for the Chinese enterprise expanding the American market: speeding the step of enterprises' reform; accelerating the technique innovation; setting up the market competition idea really; market subdivision to make a detour to compete; making use of the regional market; the outlet strategy; borrowing a hen to lay eggs; OEM strategy; advertisement strategy; founding the famous brand; localization strategy and replying to the anti-dumping actively, expanding the American market with the aggressive attitude. This research tries to provide the Chinese appliance enterprise with the strategy that expands the American market, provide a path that can supply the choice for the Chinese enterprise industrial upgrading and provide the strategy that pushes the whole macro-economy.