Research On The Problems And Countermeasures Of Hisense Household Appliances International Operation

Since the second half of 2018,the momentum of global economic growth has been weakening.In the context of slowing world economic growth and rising trade protectionism,many uncertainties in the external environment have been added to the international household appliance market,as well as problems faced by the development of the international operation of Chinese household appliance enterprises.In addition,the COVID-19 epidemic has spread rapidly around the world.The COVID-19 epidemic directly led to the reduction of orders in the international household appliance market,adding new problems to the previously competitive international household appliance market.According to the data of the General Administration of Customs,China’s household appliance export market showed a downward trend in the first half of 2020.From January to June in 2020,the export volume of China’s household appliance industry was 35.24 billion US dollars,down 2.3% year-on-year.The global COVID-19 epidemic spread and the complex and changeable international market environment have exacerbated the problems faced by Chinese household appliance enterprises in their international operation.In the global scope,China has already been a big house appliance manufacturing country,house appliance enterprises as an important part of China’s manufacturing industry.In the international market,the international operation of Chinese home appliance enterprises plays a vital role in the rapid development of China’s home appliance industry.Hisense Household Appliances is a leader in international development among Chinese home appliance companies,and it is one of the earliest household appliance enterprises to carry out internationalization in China.This paper takes the international operation of Hisense Household Appliances as the research object,studies and analyzes the main problems that Hisense Household Appliances faces in the international operation of Hisense Household Appliances in the current global household appliance market under the latest environmental background,and puts forward targeted solutions to the problems.In the hope of making beneficial research and exploration on the international operation of Hisense household appliance,and providing valuable reference for the international operation of Chinese household appliance enterprises.This paper mainly adopts the method of literature research and case study to study and analyze the problems and countermeasures faced by Hisense’s international operation of household appliances.Starting from the concept of corporate internationalization and the motivation of corporate internationalization,this paper elaborates on the international production compromise theory and the 4P theory of international marketing,and lays a theoretical foundation for the article’s research and analysis of the internationalization of Hisense household appliances.By analyzing the development process and current situation of Hisense’s international operation of household appliances,the paper finds that the main problems in the process of its international operation include: the global economic growth trend is slowing down,and the demand of international home appliances market is insufficient;The international trade environment is complex and changeable,and trade barriers are increasing.Exchange rate fluctuations risk,rising cost pressure;Brand international awareness is not enough,domestic and foreign well-known brands competition;Lack of international high-end talents and insufficient R&D investment;Lack of efficient brand marketing and product strategy;Mergers and acquisitions face uncertain risks in the process of internationalization.Finally,in view of the main problems it faces,through the case analysis method to give the corresponding solutions: full market research,market segmentation,focus on the key market;Strengthen trade barriers early warning,innovation to improve product quality;Strengthen foreign exchange risk aversion and cost control;Enhance brand awareness,enhance brand international influence;Pay attention to the training and introduction of international high-end comprehensive talents,increase research and development investment;Perfect the international marketing strategy,enhance the international marketing ability;Perfect the strategic planning of international development,carefully choose the acquisition or partner.