Research On Internationalization Strategy Of H Brand

Brand internationalization is the inevitable trend of the development of Chinese home appliance enterprises. It is an effective way for Chinese home appliance enterprises to fully participate in the international competition, to achieve scale economy, to enhance the core competitiveness of enterprises, and therefore gain sustainable development.Based on the theories of brand strategy and its internationalization, transnational strategy as well as some other marketing theories, in relation to international home appliances market(UK especially) and the current situation of H brand, this paper analizes the current situation of H brand in UK market, characteristics of its overseas business model and the trend of home appliances industry. In accordance with the analysis, this paper proposes a comprehensive program for H brand’s strategic development in UK market. The program is composed of brand image, product, price, chanel, promotion, etc. In addition, a supporting plan of actions is also proposed to fully assure the smooth implementation. We expect this paper will be of some help for H Group and its counterpart enterprises to open up markets in the developed countries such as UK.This paper is divided into eight parts. The first chapter is an introduction to the background and theme. The second chapter is mainly about docouments review, which elaborates all the relevant theories and research methods being used by this paper. The third chapter analyzes the macroeconomic environment in which H brand aim to develop, including political situation, economic situation and cultural profile. The fourth chapter analyzes the internal advantages and disadvantages of H brand, the potential opportunities and threats. Given the former said analysis, the fifth chapter works out an internationalization strategy for H brand. In the following sixth chapter, measures and methods are given in details to help realization of strategy. Further, supporting plan of actions is listed in the seventh chapter in order to beeter assure implementation of the strategy. The eighth also the last chapter is the conclusion of this paper as well as some issues to be further studied.