海信集团国际化发展案例研究

Abstract:In recent years，the global home appliance industry has undergone tremendous changes，Japanese brands have gradually declined，and European and American brands have divested their home appliances business. At present，China has become a major home appliance manufacturing country in the world. From the perspective of the global home appliance market，domestic appliance companies are creating an era of Chinese brands，such as Hisense. Whether in the European and American markets that best represent competitiveness，or in developing countries such as Asia，Africa and Latin America.Based on the international management practice of Hisense Group，this paper analyzes its international development characteristics from three aspects：production base，R&D system and overseas branch，and summarizes the four key factors in Hisense’s internationalization process. This paper provides a representative case of internationalization of enterprises，through the research on the internationalization strategy of Hisense Group. It has certain reference value and practical significance for other domestic appliance enterprises.

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