Research On The International Business Strategy Of Haier Smart Home

Under the situation of imbalance between supply and demand in the domestic home appliance market and overcapacity,home appliance companies have entered the international market one after another.However,most home appliance companies have insufficient experience in international operation,and there are still development difficulties in international operation.Haier Smart Home,as the first Chinese home appliance company to start internationalization,has formed an all-round brand layout on a global scale after more than 20 years of global development.In this context,this dissertation starts with the international operation of Haier Smart Home,and conducts strategic analysis and evaluation research by combining theory with empirical research.Based on the analysis on Haier Smart Home’s international business strategy,this dissertation optimizes Haier Smart Home’s current implementation strategy of international operation based on strategic evaluation.A model of international business strategy in an international market environment.On the basis of sorting out the choice of international business strategy,related factors,and strategic evaluation methods such as analytic hierarchy process method,multi-attribute objective weight method,and set-pair analysis method,and combining theory with practice,the international business strategy of Haier Smart Home is analyzed,including: The history of internationalized operation,the external environment of internationalized operation and the implementation strategy of internationalized operation are analyzed,the general situation of internationalized operation of Haier Smart Home,the external situation it faces and the current internationalized operation strategy are analyzed.Then,based on the relevant theories of analytic hierarchy process method,a strategic evaluation system with17 indicators in three dimensions,including the overall level,business level,and functional level,was constructed,and a five-level evaluation scale of strategic indicators was obtained in the form of a questionnaire;establish standard strategic levels and calculate quantitative values of strategic indicators by means of matrix analysis;the CRITIC weight method combined with the entropy method is used to form a multi-attribute objective weight analysis method to calculate the weight of the attribute layer and the index layer;the set pair analysis method is used to combine the sample index set and the index layer.Calculate the degree of connection between the sample indicators and each standard strategy level;finally,the evaluation grade of Haier Smart Home’s international business strategy is calculated according to the weight.Based on the strategic evaluation level,the optimization countermeasures of Haier Smart Home’s international business strategy are put forward.Finally,it is concluded that Haier Smart Home has a high level of international business strategy,and its international business strategy has important theoretical and practical guiding significance for the international business of China’s home appliance enterprises.Conclusion.First,the Haier Smart Home internationalization business strategy is evaluated from three aspects: the overall level,the business level and the functional level,and the overall evaluation level is relatively high.Therefore,its international management strategy has good practical guiding significance for China’s home appliance enterprises to enter the international market.Among them,the international public relations strategy level is the lowest,and the degree of affiliation to the medium evaluation level is very high in the strategic level of achieving the company’s global goals,resisting external market changes,and R&D internationalization,indicating that there is a strong development trend of the medium strategic level.Based on this,Haier Smart Home also needs to make strategic adjustments and optimizations in the above aspects.Secondly,according to the comprehensive evaluation results,corresponding strategic optimization countermeasures are put forward.At the overall level,it is necessary to clarify the strategy implementation plan and steps,and establish a strategic performance appraisal system;at the business level,it is necessary to conduct sufficient research on the internal and external environment to improve core competitiveness;at the functional level,it is necessary to improve the ability to respond to international public relations and strengthen the construction of an international talent system,and improve the level of international R&D innovation.Finally,based on Haier Smart Home’s international business strategy,this dissertation provides theoretical guidance and practical reference for China’s home appliance enterprises’ international business strategy from the following three levels.At the overall level,enterprises should establish clear strategic goals for international operation,rationally allocate resources necessary for enterprise operation,and coordinate the relationship between global departments so that various operations support and coordinate with each other.The business level should achieve sustainable competitive advantage in specific markets and enhance the competitive position of the products and services offered by the strategic business unit in the industry in which it operates or in a specific market segment.At the functional level,managers of functional departments can more clearly understand the responsibilities and requirements of the functional department in implementing the overall strategy of the enterprise,and effectively use the business functions of research and development,marketing,production,finance,human resources,etc,to ensure the realization of the company’s international business strategy goals.