중국 가전업체의 국제화 전략에 관한 연구
A Study on Internationalization Strategies of Chinese Home Appliance Firms
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The purpose of this research is to reveal the problems the Chinese home appliance firms facing in the process of internationalization and put forward the corresponding improvements after comparing and studying the internationalization strategies of 3 large hom e appliance companies in China. By researching and comparing 3 large home appliance firms, we can be seen that there are many problems in the process of internationalization. For example, the lack of international human resources, the immaturity of the firm's management systems, cultural conflicts produced by overseas purchasing firms, the shortage of product research and development, Vulnerable brand competitiveness, the continuous strategy of low price and unreasonable marketing channels and so on. The improvement for these problems are proposed as follows: First, in order to solve the international human resource shortage problem, from a long-term point of view, professional talent is needed by training the employed to maximize their talents. This can be done through education and management of the existing personnel and overseas education and so on. The highly skilled worker should be absorbed flexibly in any merger of overseas companies. Second, in order to solve the problem of the immaturity of the firm's management systems, the traditional Chinese management style, which is that subordinates should obey their superior'needs to be changed. This needs to be done in order to make the relationship between parent company and overseas subsidiaries more internationalized and shift from domestic-orient to local-orient or even world-orient. Third, to avoid the cultural conflicts produced by international purchasing firms, a new, more collect firm culture should be figured out to manage the company. Fourth, in regard to the shortage of product research and development of technology, the firms should set a special division for R&D. Also, it Should cooperate more with the multinational firms to improve their ability for R&D. Fifth, for brand internationalization, the home appliance firms should fully consider the international competition and enter the international market with their own characteristics. In addition, they should make flexible use of management plans and produce unconventionally and unorthodoxly. Sixth, the firm should realize that the price advantage is different from the pure low price in the price strategy. They can increase sales in the short term by the way of lowering the price to promote sales, which is what many managers prefer to do. However, from a long-term point of view, this would lead to the decline of market cognition and profits. Thus, the company must improve the quality of the products to gain the customers'approval. Finally, the appliance firm should construct reasonable marketing channels on the premise of satisfying customers. At the same time, there are some limitations to the following in the paper during the study of the process of Chinese home appliance firms internationalization. First, because the materials are limited to Chinese main home appliance firms in the market, the international production, international personnel and other aspects, the research couldn't be thorough enough. Second, in the development of the Chinese home appliance industry, the spread of the network has been expanded recently. The electronic commerce and othe r use of the network has made businesses increase, so the electronic business field that has taken the network as their center will need more study in the future.