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1、回归型企业的国门进入路径（The entry path of return enterprises）At the beginning of 1990s, economic growth has become a natural paradise Chinese manufacturing industry strategic transformation in developed countries, a large number of multinational companies in the strategic layout of Chinese spawned a large numb
2、er of Chinese manufacturing enterprises, they become cluster member multinational companies downstream manufacturing industry chain, or follow the strategy of multinational companies Chinese layout, through third party brand products go out of the country sales. The export-oriented production profit
3、 model of Chinese enterprises was born.But at the beginning of the 21 world, the export enterprises began the first round of clothing, footwear, household electrical appliance enterprises to return to the domestic. The reason for the return is that the profit of export enterprises in the internation
4、al market decreases; with the accumulation of the export enterprises, the enterprises have the capital to manage the domestic market.The second round of the return started in the second half of 2008, and the financial crisis triggered by the US subprime mortgage crisis spread to the world. As Chinas
5、 financial system is relatively independent, the financial turmoil does not have a fatal impact on Chinas economy, and the Chinese market has great potential for consumption and has become the basis for enterprises to return to the domestic market in theory.When a batch of export enterprises return
6、to China, but found that everything in the house is brand new and unfamiliar: the concept of unfamiliar brand marketing, unfamiliar customers, unfamiliar consumers.The country is hard, but the country will enter. What is the regression path of the regression type enterprise?Firm return to domestic m
7、arket strategyExport enterprises return to the domestic market, the companys decision makers must have a firm return to the domestic market strategy, there must be a stick to 3 years 5 years, or even 5 years 8 strategic preparations.Zhejiang Dingxin Electrical Appliance Co., Ltd. was established in
8、1987, is the first batch of original China type enterprise specializing 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 t
9、o reform and return to the domestic market, because of the electric 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 n
10、ot suitable for the domestic market.In order to ensure the success of the strategic transformation of the company. The chairman of the board made a special trip to Shanghai Enterprise Management Co., Ltd. to carry out a systematic strategic transformation of the company, and ultimately agreed to imp
11、lement the strategic transformation of the program.Reform of the company strategic transformation implementation steps are as follows:1, established a firm from export oriented strategy to domestic sales strategy transformation. In order to make this strategic transformation recognized by all manage
12、rs of the enterprise. The professional consulting organization of the board of directors of the company, finance, 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 domest
13、ic market strategy implementation steps.2, Dingxin Ltd. and Shanghai product strategy formed a strategic partnership 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: bu
14、ild brand awareness, located in the two or three level market, with high quality products as the basis, for the 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
15、 transformation implementation measures.5, set up a suitable for the domestic market of pioneering marketing team, formulated the incentive performance appraisal policy.6, the board of directors draw out a fixed funding for the enterprise brand awareness building, support marketing team to develop t
16、he market.7, breaking the original direct sales model, the establishment of regional agents as the center of the sales model, to the two or three - tier market as the target market, bypassing the high marketing costs of the primary market.8, in the preliminary to water storage electric water heater to open the market, and then to bathroom living museum to join the main marketing mode, build strong marketing n
