Research On Haier Group 's Strategy Of Expanding Southeast Asian Market

With China-ASEAN Free Trade Area, bilateral areas will form a huge unified market, expanding the economic activities of the enterprise space. In Southeast Asia, China has the advantages of climate, geography, and other aspects of the enterprise should seize the opportunity to expand the market layout. Since 2010, China’s home appliance industry in overseas markets is uncertain, economic trends in Europe, America and other developed countries is fraught with uncertainty, China’s household electrical appliance enterprises either from their own development or the external environment, we need to actively seek and expand overseas markets.In this paper, the Haier Group for the study, analyzed and studied the system to its Southeast Asian market expansion strategy. The article first discusses the background and significance of research status at home and abroad studies to determine the ideas and methods of the study’s main innovation proposed articles and shortcomings; subsequently describes the theoretical basis of the article, including basic theory, corporate strategic management theory of international operations, etc. trying to find a clear theoretical guidance ideas; article then based on the theory of international operations, in terms of market macro environment, market competition, market consumption and environmental systems analysis of the overall situation of the Southeast Asian market, through the Haier Group internal resources of their own research, combined with the external market environment, its SWOT analysis, and finally from the perspective of strategic management, strategic positioning and strategic analysis of the choice of the Haier Group, and according to some specific problems that exist in international business companies raised appropriate implementation of the recommendations.