Study On The International Operation Strategy Of Chinese Home-appliances Corporations

Entering the 21st century, Economic Globalization has become a fact and challenge that enterprises all across the globe must face. Many multi-national companies have speeded up their globalization process, with the help of their strength of Fund, technology, management,etc. China' s enterprises also face the opportunity and challenge brought by the economic globalization. As one of the base industries, the home appliances industry is the industry of China which is most market-competitive, most influential in the world, and has the most product ranges, well-known brands, and famous Entreprenors. However, compared with the international Home-appliances Giants, we are still weak in this industry. After joining WTO, China' s home-appliances corporations face the dual challenge from both domestic and abroad: On one hand, the domestic home-appliances industry has already been fully explored; On the other hand, the international home-appliances industry is undergoing strategic changes, and entering China in full strength. Facing so harsh situation, to go out and explore the international market has become a must choice for China' s home-appliances industry to live and grow.For Internationalization, it couldn' t be understood just as selling the products abroad, while the true meaning should be the realization of globalization of resources arrangement, should be the change of way of resources arrangement. It means to make full use and arrange well the global resources, and produce product with low cost but high quality. The globalization of resources arrangement is made up by many factors, including the globalization of production, market, technology, human resources, fund and Brand. Internationalization is different with Globalization and Localization, but also have relations with them. Only by Localization, can a company achieve its Internationalization, and finally succeed in Globalization. Localization is the way and method, while Internationalization and Globalization is the target.In the study field of strategy for Internationalization management, the entry mode of the international market, the strategic steps of entry, and the implementation of Internationalization strategy, has been the focus of study, and also the key of whether the Internationalization could be successfully managed. The entry mode is an important part of the Internationalization, and would directly affect the management activities, the use of all resources, and would affect the enterprises' long-term and whole part development. It includes the mode of combination of both OEM and exportation by self-owned Brand, the combination of Hard market first, Easy market second and Easy market first and Hard market second, the mode of establishing factories abroad, the mode of taking over the overseas companies, etc. The strategic entry steps for the international market is the phase target based on the total target of Internationalization. The realization of each phase of target is the base of achieving the total target of Internationalization, such as Haier' s three steps of Internationalization strategy: Go out, go in and go up. Step one, to "go out " follows the principle of "Creating Brand" not "Earning Foreign currency" , export product and become known. Step two, to "go in" follows the principle of " Find the market first, then establish the factory", to create the trust from others. Step three, to "go up" follows the principle of Localization, and win the praise from others. The implementation of Internationalization strategy is the implementation of the enterprises' Internationalization strategy in the international market, including the Internationalization of design, procurement, production, marketing, fund management, human resources, enterprise culture and management, etc.The internationalization strategies of Haier, Panasonic, Samsung, representative of the home electrical appliances of China, Japan, Korea, have both the similar and unique aspects. The internationalization strategy of Haier differs from the other corporations of China in the points such as "Goal of building international brand" , "selecting target market from difficult ones first" which can be referred by other Chinese corporations. The internationalization strategies of Panasonic and Samsung hold the common characters of International corporations and the aspects which can be learned by Chinese companies as well.Based on the business strategies of Haier, Panasonic and Samsung, Chinese companies should consider from the below points:1. Establishing international business strategy: Companies should set down their own strategy accordingly such as Haier' s goal of building globalization brand.2. Frame international corporations with main points as below: Globalization of organization structure, managing platform, design, procurement, manufacturing, marketing and capital operating. 3. Internationlization models have both strong and week points so that companies should choose the way suited their self.4. Implementing the localization strategy with main idea including the localization of company culture, employee and management.5. Differences should be embodied in the international strategy such as brand strategy, core technology strategy, innovation strategy and differentiation strategy.According to the business practice of Haier, Panasonic and Samsung, the scarce recourse of entrepreneurs are the indispensable factor of the success of the internationalization of a company.During the process of business strategy establishment, the sheer "take and use method" is not acceptable. Only the strategy which suit for the situation of both the Chinese companies and the county, can lead the Chinese companies to the road of success.