Research On The Strategy For Brand Internationalization Of Chinese Household Appliance Enterprises

From the old China,which is poor and weak,to the new era of rapid change,China has gradually moved to the center of the world stage.Currently,the global economies are closely linked.The international economic environment is complex and changeable.Cooperation and competition among enterprises are being played all the time.Participating in international market competition and achieving staged success is of vital importance to China’s home appliance enterprises with strong strength.Since our technology and services are gradually catching up with internationally renowned companies,brand competition will undoubtedly have a huge impact on the company’s international operations.This paper is divided into five parts,emphasizing on the internationalization strategy of Chinese home appliance brand.The main contents of each part are as follows:The first part is “Introduction.” This part mainly introduces the research background and necessity.It starts with the concept and connotation of the brand,the internationalization of the brand and the related research of the internationalization of Chinese brands,together with introducing he research content and research methods of this paper,and pointing out the innovations and deficiencies of the article.The second part is “the status quo of the internationalization of Chinese major home appliance brands.” Firstly,it reviews the development history of Chinese home appliance industry and divides it into stages.Secondly,it summarizes the internationalization process and mode of Chinese major home appliance brands.Finally,it points out the problems existing in Chinese home appliance enterprises in international practice.The third part is “SWOT analysis of the internationalization of Chinese home appliance brand.” Using SWOT analysis method,the advantages,disadvantages,opportunities and challenges of Chinese home appliance enterprises were analyzed in detail.The fourth part is “the experience of the internationalization of international famous home appliance brands.” It is mainly to sort out and refine the international development process and successful experience of internationally renowned brands Samsung and Panasonic.The fifth part is “Recommendations for Chinese enterprises to realize brand internationalization.” The corresponding countermeasures and suggestions are proposed from the perspectives of government,industry and enterprise.In today’s world,Chinese home appliance companies are facing unprecedented opportunities and challenges.If we fully draw lessons from all parties as well as combine our own actual conditions to create a personalized development model,focusing on the trend of the times,technological innovation,concept innovation,institutional innovation,and deepening the potential needs of users,there must be a bright future for Chinese home appliance enterprises.