Korea Electrical Appliances Enterprise Competition Strategy In China And The Significance Reacher

As the frist industry that foreign-funded enterprises enter to, Chinese home appliance industry, from the end of the1970s to the present thirty-four years, has gradually formed a global home appliance production base. Chinese home appliance industry has entered a mature stage, product homogeneity, excess production capacity brought about by the fierce price war makes the appliance industry profits have repeatedly compressed and intensified market competition. Therefore, how to plan the overall layout of great significance to develop a clear and specific competitive strategy of the enterprise to gain competitive advantage. Samsung, LG Korea’s household electrical appliance enterprises enter the Chinese market since the analysis of the macro environment, industry environment and competitors, to develop a competitive strategy to respond to changing competitive environment, competitive advantage constantly improved. This paper attempts to analyze the reasons for the success in the Chinese market and merit based on practice on the competition of the Korean home appliance enterprises in China, to provide some reference and inspiration for local appliance companies in China。This study mainly involves five parts:The first chapter Introduction to explain the background of this article, the significance of research, research methods, ideas and frameworks, as well as possible in this article innovations;The second article studies the theoretical background, this article provides an overview of the evolution of corporate strategy theory and the theory of competitive strategy, which focuses on the basic competitive strategy, and provide theoretical support for this study;The third chapter reviews the course of development of South Korea’s household electrical appliance enterprises in China and South Korea’s household electrical appliance enterprises in the Chinese development status;The fourth chapter of the macro environment of China’s home appliance industry, the industry environment and the main competitor analysis, come to the competition of South Korea’s household electrical appliance enterprises in China,"People First" differentiation and brand differentiation are two differentiated strategy, and integrated use of theoretical research the empirical analysis is described in detail the motivation of both strategy development, implementation and results;Chapter summary of these studies the Korean home appliance competitive strategy to bring the inspiration of the Chinese household electrical appliance enterprises.