신흥 중국 다국적 기업의 글로벌 전략

Abstract

Abstract

In recent years, the rise of emerging market multinational corporations (MNCs) has captured much attention in the field of international business. After entering into the World Trade Organization (WTO), Chinese multinational corporations (MNCs) are trying to build their globalization strategies to meet the challenges.

This paper is summarized as follows. The first chapter gives an overview of the paper including the purpose and the methodology used in the paper. This paper aims at analyzing the globalization strategies taken by emerging Chinese multinational corporations (MNCs), especially the global branding strategy. Haier Group, China's largest home appliance brand and one of the world's leading white goods home appliance manufacturers, is taken as the case study.

The second chapter firstly shows the rise of Chinese multinational corporations (MNCs) in the world marketplace. Taking the chance of entering the World Trade Organization (WTO), more and more Chinese multinational corporations (MNCs) are making their way on the world stage. Then the motive and development models of globalization strategy for Chinese multinational corporations (MNCs) are analyzed. New market, raw material and advanced technology are the main motive of globalization for Chinese multinational corporations (MNCs). The original equipment manufacturer (OEM)/ joint venture (JV), acquisition and green-field investment are the main globalization routes taken by Chinese firms.

The third chapter analyzing the globalization strategy of Haier Group is the main part of this paper. In this part, Haier's four strategic phases basing on analyzing its development situation and the changes of market is shown in the first. Then the internal and external forces driving Haier Group puts its globalization strategy into operation are shown. At last we can see the core international marketing strategies of Haier Group including its brand management, global Research and Development (R&D) and foreign investment overseas. Haier, Casarte and Leader are the three big brand of Haier Group, which expand its brand influence and spread its brand belief and value all over the world. To take its global Research and Development (R&D) into practice, Haier Group builds up a global technical cooperation network including wholly independent labs, Research and Development(R&D) unit and cooperative Research and Development(R&D) with universities and research institutes. Establishing joint venture (JV) and merger & acquisition (M&A) overseas is the representative way of Haier Group's foreign investment.

In the forth chapter, through analyzing the strength , weakness, opportunity and threats (SWOT) of Haier Group, what the tendency of Haier’s globalization strategy will be is discussed.

The last part is the conclusion of this paper. Globalization phase will be full of challenges for Chinese multinational corporations (MNCs). Haier's globalization strategy has achieved global recognition and sustainable development. Chinese firms having a willing to go abroad will get enlightenment from it.