The Internationalization Strategy Of The Chinese Home Appliance Enterprises

With the development of global economic integration, more and more Chinese home appliance enterprises are going abroad and enter international markets. To merge into world markets means that Chinese home appliance enterprises have to face severe competition. Starting from the comment of significance, motive and theory of internationalization, this paper studies the 4 ways in which Chinese home appliance products enter world markets. In recent years, it's becoming much more difficult than ever because of tariff and non-tariff barriers. In order to occupy new markets and make use of new resource, Chinese home appliance enterprises are carrying through foreign direct investment. They built up factories in South-East Asian countries and European unions and US.Nowadays Chinese home appliance enterprises are not as good as the transnational enterprises. Chinese enterprises are short of capital and technology, they are lack of persons with ability as well. The history of Chinese enterprises' internationalization is not long, they didn't know much about the world markets and have no many experiences. In spite of these, Chinese home appliance enterprises have gained some success in internationalization. The large-size Chinese home appliance enterprises, such as Haier corporation, TCL group, Glanz corporation, Chunlan Group, etc, have develop their own international models. Each model has its advantage and disadvantage. The paper thinks if the model fits the enterprise well, the model will be good. This paper pay much attention to the success of Korean Sumsung's internationalization. The paper suggests Chinese home appliance enterprises learn from the Sumsung attaching importance to mastering core technology, studying all-around, dealing with internationalization and localization.The third paragraph analyzes the contents of internationalization. Internationalization includes R&D, management, brand, persons with ability and capital. It expects to be helpful in understanding completely the internationalization contents and in strengthening their international competitiveness. Chinese enterprises should take advantage of domestic and overseas resources, to get a favorable position in the worldmarkets and improve the competitive ability and management superiority.The paper believes that the direction of intemalization is right. During the process of internationalization, the enterprises should take measure to reduce the political and economic risk. So the Chinese enterprise should quicken their international steps and reform property right. Maybe they should change their policy of emphasizing on the developed countries, and pay more attention to the developing countries. To master core technology is very important for Chinese enterprises. In the end, the paper prospects the future of Chinese home appliance enterprises whether they will succeed or not. The paper doesn't provide with an answer.