Research On Brand Nationalization Level And Influencing Factors Of Chinese Household Appliance Enterprises

At present,the stock market and incremental market coexist in the home appliance market in China.On the one hand,the domestic demand in the stock market is gradually decreasing;on the other hand,the incremental market brought by the consumption upgrade brings certain opportunities for the development of home appliance enterprises.The domestic home appliance industry has formed a pattern of top enterprises juxtaposes.Except for a few top enterprises,the brand internationalization degree of Chinese home appliance enterprises is low,and there is a certain gap with the leading brands in the international home appliance market,and there is also a certain gap between domestic home appliance enterprises.The way for Chinese household appliance enterprises to break the situation is to continuously improve the level of product technology innovation,further promote the internationalization of household appliance enterprises brand,and increase the share of the international market.Based on the brand internationalization evaluation system of Wei Fuxiang et al.,this paper establishes an evaluation model of the brand internationalization degree of Chinese home appliance enterprises,and selects the leading enterprises in Chinese home appliance enterprises to evaluate the brand internationalization degree of Chinese home appliance enterprises.Then,on the basis of literature research on the influencing factors of brand internationalization,the panel data of 7 household appliance enterprises from 2013 to 2020 are selected to conduct empirical analysis on the influencing factors of brand internationalization of Chinese household appliance enterprises.The results of the study show that there are differences in the final scores of the three brands selected,and the scores of each index are uneven.Haier has a relatively strong degree of brand internationalization in the process of brand internationalization,while the other two midea and Gree have a relatively weak degree of brand internationalization.Through the regression analysis,it is found that the regression coefficient of management ability,marketing ability and capital investment is significant.In order to better realize the brand internationalization of Chinese home appliance enterprises,enterprises can make continuous efforts in the management ability,marketing ability and capital investment.This paper evaluates the degree of brand internationalization of Chinese home appliance enterprises and analyzes the factors affecting the brand of Chinese home appliance enterprises,points out the problems existing in the process of brand internationalization of Chinese home appliance enterprises,and gives suggestions for these problems.By carrying out the overall planning of brand construction,the coordinated development of domestic and foreign markets,improving the cultivation of international talents and improving the core technology capabilities of products these ways to better promote the process of brand internationalization of Chinese home appliance enterprises.