Research On Brand Strategy Of Hisense TV In India Market

With more influence of China in the world,Chinese companies also have more influence in the world;so more and more Chinese companies start internalization.The basement for company internalization is brand internalization,and the most important part for brand internalization is brand strategy.China is the biggest TV country,but we are not a strong country.In the year of 2017,China have produced 80%of the TV in the world,but the top 5 Chinese TV get less than 20%market share in the world,most of the TV produced in China are OEM;so how to develop brand business in overseas is an important topic for all Chinese TV companies.Hisense TV starts internalization since 1990s,till now,Hisense have some achievements,but still have some problems such as in different market,the market share for Hisense brand have big difference;and different brand strategy in different markets.India Market has great potential with its No.6 economy in the world,and 2nd largest population in the world.India Market is the focus for all the TV brands now.But for some reasons,Hisense Brand TV still didn't launch in India Market until now.Based on brand strategy and marketing theories,after study the politics,economy,social and technical environment as well as the strength and weakness of Hisense TV.This paper has analyzed the possibilities for different strategy by using the tool of SWOT.Then this paper proposed the brand strategy for Hisense TV in India Market should be"A Brand Strategy"with both short-term and long-term target.This paper also proposed the methods of implement "A brand strategy"from 7 aspects such as Product,Price,Place,Promotion,Physical Evidence,people,process based on 7Ps marketing theory.This paper also discussed about how to ensure the implement of"A Brand strategy".I hope this paper will be helpful for Hisense Brand to develop in other countries or other Chinese companies who want to develop India Market.