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1、回归型企业的国门进入路径（The national enterprises enter the regression path）At the beginning of 1990s, economic growth has become a natural paradise China manufacturing industry strategic transformation in developed countries, a large number of multinational companies in the strategic layout of China spawned a
2、large number of China manufacturing enterprises, they become cluster member multinational companies downstream manufacturing industry chain, or follow the strategy of multinational companies China layout, through third party brand products go out of the country sales. Chinese enterprises export-orie
3、nted production profit model was born.But in the early 21 world, export-oriented enterprises began the first round to return to the domestic clothing, footwear, household electrical appliance enterprises. Return to reason is export-oriented enterprises in the international market to reduce sales pro
4、fits; with the accumulation of export-oriented enterprise strength, enterprise capital operation of the domestic market.The second round of regression began in the second half of 2008, the U.S. subprime mortgage crisis caused by the financial turmoil around the world. Because the China financial sys
5、tem is relatively independent, the storm did not cause a fatal impact on the China economy, and China market consumption potential, become the basis for the return of domestic enterprises in theory.When a batch of export enterprises to Chinese, but found everything in the house is new and strange: b
6、rand marketing concept, the strange and unfamiliar customers, unfamiliar to consumers.The country is hard, but the country will enter. Return path to return to enterprise is what?The firm return to the domestic market strategyExport oriented enterprises return to the domestic market, the company dec
7、ision-makers have determined to return to the domestic market strategy, there must be a stick to 3 years 5 years, or even 5 years 8 years of strategic preparation.Zhejiang Dingxin Electrical Appliance Co., Ltd. was established in 1987, is the first batch of original Chinese type enterprise specializ
8、ing in the production of electric water heater, has been 23 years of production history. In 23 years of production history, the company has done Dingxin auto parts, electric water heater products export. In 2008, the company began to reform and return to the domestic market, because of the electric
9、water heater products export performance has been good, some members of the board of directors of the company strategic transformation of the domestic market of regression is not understood, and the companys organization system is not suitable for the domestic market.In order to ensure the success o
10、f the companys strategic transformation. The chairman of the company came to Shanghai little Enterprise Management Limited, discusses the strategic transformation of the company system, the two sides finally reached a consistent strategic transformation implementation plan.Reform of the company stra
11、tegic transformation implementation steps are as follows:1, the establishment of a firm from exports to domestic sales strategy. In order to the strategic transformation of enterprise management staff identity. The professional consulting organization of the board of directors of the company, financ
12、e, production, technology, sales department and other members of management cadres of staff training, so that they understand the companys strategic transformation, and return to the domestic market strategy implementation steps.2, reform of the company and Shanghai slightly formed a strategic partn
13、ership enterprise with brain companies in the strategic management level, to assist the reform of the company strategic transformation.3, for the development of enterprise brand strategy: build brand awareness, located in the two or three level market, with high quality products as the basis, for th
14、e development of the target market prices, rapid investment in cost-effective products, specialized brand market in two or three.4, with the support of budget reform of the company strategic transformation implementation measures.5, establishing a suitable for the domestic market development marketi
15、ng team, formulate incentive policies for performance evaluation.6, the board will pull out a fixed amount of funds for enterprises to build brand awareness, marketing team to develop the market support.7, breaking the original direct selling mode, to establish regional agents as the center of the s
16、ales model, to two or three level market as the target market, to circumvent the high level of market marketing costs.In 8, the initial water storage type electric water heater market opened, and then to the bathroom living museum join the main marketing mode, build a powerful marketing network.9, in the bathroom living museum is building the network, optimize the 30% key customers, extending to the sales
