Nowadays, people live in a world of brand. Before deciding to buy something, the first consideration is the product brand. Brand has become an important tool for companies to dominate the market. In the new century, the trend of world economic integra...
Nowadays, people live in a world of brand. Before deciding to buy something, the first consideration is the product brand. Brand has become an important tool for companies to dominate the market. In the new century, the trend of world economic integration is more obvious. With China's accession to the WTO and the end of the “grace period” as the new member, more and more multinational corporations stationed in china. The domestic enterprises are facing more and more challenges from international brands. For the problem of how to compete and survive on a global scale, Chinese enterprises must attach importance to the strategic level international brand.
This paper is based on the results from researches from home and abroad, the results are as followed : The first chapter introduces the research background and research methods ; the second chapter introduces the theory of corporate global strategy to explore the corporate strategy and corporate globalization process of globalization, analyzes the current research enterprise internationalization situation; the third chapter describes the trend of appliance industry, the analysis of the world and Chinese home appliance industry, appliance industry characteristics and the status quo ; the fourth chapter describes China's largest home appliance enterprises " Haier Group "from Haier corporate international background, Haier's development and internationalization process, Haier's internationalization strategy and excellent business strategy; The Haier chapter summarizes the characteristics of the process of international strategy, giving us business international brand some inspiration, how to give a firm to do bigger, stronger, better.
Through this thesis writing, the writer feels the hardships of Chinese enterprises in the process of internationalization, but also the pride of the Chinese enterprises such as Haier's internationalization achievements. All in all, the brand internationalization process must select appropriate status quo strategy for their brand, so as to reduce losses and avoid detours.