Research On The Export Innovation Development Of Chinese Household Electrical Appliance Manufacturing Enterprises Under The New Normal

Since the reform and opening up,after thirty years of development,China's household electrical appliance industry has made remarkable progress and development.At present,China has become a global home appliance manufacturing center and supply center,occupying 70%of the production capacity.In recent years,due to the weakening traditional comparative advantage and weak global recovery,Chinese home appliance export situation is weak,exports of home appliances has entered foreign trade new normal stage,which has characteristics of low and medium speed growth,and increased trade friction and the high requirements of innovation.In order to reverse the downturn in the export.of home appliances and to maintain a leading position in the international market,appliance manufacturing enterprises need to carry out export innovation and development,integrate global innovation resources,and expand the new competitive advantage.The theme of this paper is about the innovation development of Chinese household electrical appliance manufacturing enterprises under the new normal stage.The innovation measurement of the household electrical appliance manufacturing enterprises is the key point of the discussion here.Starting with the basic situation of China's home appliance export innovation under the new normal,this paper analyses the existing problems of China's household electrical appliance manufacturing enterprises export innovation.Then on the basis of the study of the main factors affecting the innovation export of household electrical appliance manufacturing enterprise,the export innovation ecosystem of home appliances manufacturing enterprises has been constructed,and which mainly includes the content of both core layer and external layer,and this concept of ecosystem can help to make a comprehensive and systematic analysis of Chinese appliance manufacturing enterprises export innovation development.At the same time,by using the fuzzy integral method to measure the innovation degree of the household electrical appliance manufacturing enterprises,this paper shows an innovative measurement index system furthermore and empirically tests the export innovation degree of Haier,Media and GREE respectively.Finally,the suggestions for the export innovation development of Chinese household electrical appliance manufacturing enterprises have been given in this paper.Combining the theoretical analysis and empirical test,the investigation of this paper indicates that the export innovation of Chinese household electrical appliance manufacturing enterprises can be divided into two levels:the core layer and the outer layer.The core layer is about the product innovation,the business model innovation and the international marketing innovation,which should mainly focus on the personalized needs of users.The outer layer should focus on the "Internet plus financial industry chain",comprehensive development of industry associations,and improving the innovation infrastructure,innovation environment and policy measures,which can provide innovation support for household appliance manufacturing enterprises.Only the common innovation and the joint interaction of each element in the innovation system could promote the export innovation development of the home appliance manufacturing enterprises,and realized the maximum benefit of the whole system ultimately.