90年代以来,国内海尔、康佳,创维、小天鹅集团、海信、舂兰、TCL、长虹等一些知名家电企业率先走出国门,大力开拓东南亚等海外市场,取得了显著的经济效益,在海外的品牌影响也日益扩大。应当说,这些企业为我国其他企业实施“走出去”战略探索出很多成功经验。本文详细分析了中国家电企业在东南亚的海外经营战略和它们成功的因素,希望能够为实施”走出去战略”的企业提供良好的借鉴。 一.中国家电企业“渐进式”的进入战略 企业国际化理论认为,企业的海外经营存在一种渐进式的阶段发展规律,即 Since the 1990s, some well-known domestic appliance manufacturers such as Haier, Konka, Skyworth, Little Swan Group, Hisense, Landis, TCL, Changhong and other well-known home appliance enterprises have taken the lead in going overseas and vigorously exploring overseas markets such as Southeast Asia. Significant economic benefits have been achieved in overseas brands The impact is also growing. It should be said that these enterprises have explored many successful experiences in implementing the “going out” strategy for other enterprises in our country. This article analyzes in detail the Chinese home appliance enterprises in Southeast Asia’s overseas business strategy and their success factors, hoping to provide a good reference for the implementation of “going global strategy” enterprises. I. China’s household electrical appliance enterprises, “progressive” entry strategy Internationalization theory that the business of enterprises there is a gradual evolution of the rules of the stage that