China Home Appliance Company Overseas Market Key Account Development Research

Into the 21st century, China's home appliance market becomes more saturated, the market is extremely competitive, with many manufacturers of domestic appliances is emerging in overseas markets, and hopes to expand space for the expansion of external markets enterprise scale and to make profits, enhance their own strength. In the process of opening up international markets, how on overseas markets at a reasonable location, clear its own advantages and disadvantages, the use of strategic alliances with major customers in various fields and set up cooperative relations between the use of project management and client management to maintain customer relations, and has become a household electrical appliance enterprises to expand overseas markets and sustainable development at the local key, which is focused on the content of this article that is where the background of subjects.The main contents of this thesis is first of all clarify the internationalization of enterprises, trade, strategic alliances, the client management and project system theory; by summing up China's household electrical appliance enterprises, Haier Group and under the washing machine company in recent years, the status of international analysis and problem analysis come Chinese household electrical appliance enterprises to quickly and effectively to the international market, we must focus on the development of the above overseas customers, and strategic alliance is to open up an important means of large customers. Further, this article from the Japan-South Korea international real business case to clarify the perspective of a strategic alliance of the means and methods of business in Japan and South Korea on 70 and 90 century during the conduct of successful international and U.S. are the pioneer of us have very good reference. Article in turn led to the development of Haier washing machines at overseas companies set up a strategic alliance client practices and case studies. At the same time, a strategic alliance set up after the big clients, how to use customer relationship management and project system and other international forefront of marketing and management science to maintain cooperative relations, the paper also combines the company's practice of washing machines were analyzed.In this paper, through a combination of Haier washing machines of the practice of international customers and the actual development and cooperation in the case, the use of strategic alliances for the development of major clients, the use of project management system for a client of the analysis of theoretical and practical, in the hope that the domestic appliance business to open up overseas markets learn from and help has been to the actual theory, the theory reflect the actual, established in this paper, the basic purpose of academic value.