Study On The Route Choice Of CHANGHONG Brand Internationalization Strategy

With the development of economic globalization,no matter human exchange or economic exchanges,the world is constantly in the integration of convergence and in the collision before the line.Continents and Oceans is no longer separated from each other,but the real intimate as neighbors.International competition in the home appliance industry is becoming increasingly fierce."Natural selection,survival of the fittest",only far-sighted enterprises with clear strategy,strong implementation and reform transformation can win the competition.The fierce competition makes Chinese entrepreneurs feel that there may be no return with going abroad,but there must no return without going abroad.The saying "Since ancient times only one road to Huashan" shows internationalization is not accidental but inevitable,brand internationalization is the core and the ultimate goal of firm internationalization,Today,homogeneous products are driving the era of brand competition,the market is more cruel.Have a brand,especially a strong brand means more competitive and better brand premium.The brand is a magic weapon to win the competition,is the cornerstone of enterprise everlasting development.Chinese enterprises shoulder the historical mission of "China-made" to "China-created",are also experiencing the fundamental change from the "opportunity-oriented" to "strategy-oriented",from "resource-integration" to "ability-promotion",from "performance" to "branding ".There's no time to waste for brand internationalization,that is the way for enterprise to survive and develop under new competitive environment.Changhong,China's well-known brands in 80 s and 90 s of last century,was all-powerful in domestic market and established a " King of Color TV " status in 1995.However,located in Sichuan and well versed in comfort culture,lack of preparation for internationalization,the first battle of going abroad is playing with toys at the beginning of 21 st century.As the representative of China Household Appliaces industry,sudy on the route of CHANGHONG brand internationalization stratage has the important practical siganificance.This paper is mainly composed of five parts.Firstly,it puts forward the research background,research ideas,research objectives and significance of Changhong brand internationalization.The second is to show the cognition of internationalization of enterprises at home and abroad through theoretical summary,and clarify the connotation between globalization and internationalization.Also the paper puts forward the necessity of internationalization of Changhong.The third is to explore the development process,motivation,current situation and problems of Changhong brand internationalization.Fourthly,through the data analysis and empirical analysis,conclude the route of brand internationalization strategy is to highlight the banner of own brands,cut and crack from emerging markets and undeveloped markets to return successfully,the determination to insist development and realize "to be a respected brand wordwide" vision;the final part is to suggest the necessary steps to achieve the strategic objectives At the end of the paper,hope the study to be useful for Chinese enterprises who treat the internationalization of goal and thank to relevant friends.