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China Home Appliance Company Overseas Market Key Account Development Research

Author: LiNing
Tutor: ZhongWeiLin
School: Ocean University of China
Course: Business Administration
Keywords: Enterprise internationalization OEM, ODM and OBM Strategic Alliance Key Account Management Project Management
CLC: F426.6
Type: Master's thesis
Year: 2009
Downloads: 246
Quote: 0
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Abstract


Into the 21st century , China 's home appliance market is becoming saturated , the market is extremely competitive , many domestic appliance manufacturers continue to go overseas market , hoping to expand the enterprise scale , profit, increase their own strength by expanding the external market space . Explore the international market , a reasonable position in the overseas market , to clear its own advantages and disadvantages , the use of strategic alliances with large customers in various fields to establish relations of cooperation and the use of project management and customer management , customer relationship maintenance has become China's household electrical appliance enterprises to expand overseas markets and sustainable development in the local key this paper focuses on the content that the background of topics . The main content of this paper is to first clarify international mode of trade , strategic alliances , customer management , and project-based theory ; summary of China 's household electrical appliance enterprises , Haier Group and under the washing machine company in recent years, the international status of analysis and problem analysis obtained China 's household electrical appliance enterprises to quickly and effectively to the international market , you must focus on the development of overseas customers above the strategic alliance is an important means to develop customers . Further from the international point of view of actual cases in the Japanese and Korean companies to clarify the means and methods of the strategic alliance , Korean and Japanese companies were the international success in the 1970s and 1990s , the forerunner of the Chinese enterprises , have a good reference. The article then leads Haier washing practices and case analysis in the establishment of a strategic alliance to develop overseas customers . Meanwhile, after the establishment of a large customer strategic alliances , how to use the international forefront of marketing and management science of customer relationship management and project system to maintain cooperative relations paper combined with the practice of washing machine company analysis . In this paper, combined with the Haier Group, a washing machine company international practice and actual cases of customer development cooperation , strategic alliance to develop large customers , the use of project -based management clients theoretical and practical analysis , domestic household electrical appliance enterprises to explore overseas markets a reference and help to achieve the basic purpose of theory with practice , theory reflect the actual , established the academic value of this article .

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