Chinese Household Electrical Appliance Enterprises International Market Entry Mode Research

Economy globalization is the trend of world economy today, which is undoubtedly the environment we were concerned about most. With the rapid development of china's economy, more and more Chinese household electric appliances enterprises have began their multinational marketing operations. Foreign market entry is a very important process of internationalization for Chinese household electric appliances enterprises and a key question is how to enter international market.This paper does research in international market entry mode about our Chinese household electric appliances enterprises and put forward four-step model. Case study, theoretical study and computer simulation are used to study the content. The internation is a process that includes inward and outward internationalization.there is different features in each stages. With the process of internationalization, each interprise faces many choices about how to enter international market. In this paper, some new prediction methods are introduced to make quantitative study more useful.The main research contents are summarized as fallows: Firstly, the article reviews multinational operation theory and value chain theory. Secondly, this paper gives the brief introduction about the development course of Chinese household electric appliances enterprises and the trend of household appliance industry globalization. Thirdly, based on qualitative study in international market entry mode, author tries to explore how to entry international market through analyzing the value chain. Fourthly, after brief introduction of three quantitative models which are applied widely, complement about the quantitative model is disscused.Main research results in this paper are as follows: the first is international entry mode with value chain theory; the second is quantitative analysis about the two main entry modes of Chinese household electric appliances enterprises; the third is four-step model. This paper put forward reasonable suggestions for Chinese household electric appliances enterprises that entered international market.