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accelerated. Therefore, Haier needs to analyze deeply more business dynamics and dimensions to capture more market share in global marketing.
SWOT analysis is to analyze the internal Strengths and Weakness, external Opportunities and Threats that are closely related to the research object and list them in matrix form in a certain order. Through SWOT analysis (tab. 1), we can understand the relationship between the internal environment and the external environment of the enterprise and the joint effect, clarify their strategic position.
SWOT analysis
External Internal Strength (S) Weakness (W)
Opportunity(O) SO(Strategy) WO(Strategy)
Threat(T) ST(Strategy) WT(Strategy)
The SWOT Analysis of Haier:
Internal Strengths: at first, Haier has advanced technology and intellectual property rights. On the basis of independent intellectual property rights, Haier has presided over or participated in the preparation and revision of nearly a hundred national standards. Then, Haier takes high quality as the breakthrough point and strictly implements the management concept of TQM(total quality management). Thirdly, the Haier Group has successfully carried out product diversification to expand its brand beyond refrigerators. Lastly, Haier has conducted international expansion to go global with its own intellectual property and brand identity. As a result, Haier now sells products in over 160 countries around the world [3].
Internal Weakness: firstly, it still lack core competitiveness in international market, especially the high-end market. Then, there is great difficulty for Haier to exchange the electronic information and data effectively with its suppliers and distributors. Therefore, the purchasing and distribution costs are still very high. Another failing of Haier is its relative neglect of the importance of an effective global marketing and advertising promotion.
External Opportunities: recently, consumer preferences have been converted to eco-friendly productions. Therefore, there is also a huge market potential for green electrical appliance, which is more environment-friendly and energy-efficient. What is more, for individualized consumers, "distinctiveness" has always been the purchasing standard pursued by consumers. Then, due to the acceleration of technological upgrading and the promotion of consumption upgrading, the market of small household appliances tends to be high-end.
External Threats: the prices of raw material are generally rising for increasing the cost of production of Haier. And in the global market competition it also has strong competitors such as Electrolux, and Whirlpool Corporation. Besides, price war also poses great threat to Haier.
SWOT analysis is to scan the internal and external factors that influence the performance of the company at certain time. By making a deep analysis of the four aspects, four strategies are designed to face the fierce competition, that is, SO, ST, WO, and WT strategies [4].
SO strategy is to make best use of external opportunities based on internal strengths. In recent years, many rational and successful multinational enterprises have actively joined the ranks of implementing green management. Haier can take advantage of its internal strengths of innovation to exploit the market of green products such as green refrigerator, which generates low Freon. And internet giants and emerging start-ups lay out their smart home systems from different perspectives such as hardware, technology and system solutions. With the continuous improvement of artificial intelligence technology, the types of smart home products are increasing. So the small household appliances and the smart home systems are potential markets for Haier.
ST strategy means a company takes advantage of internal strengths to cope with threats. Haier can also carry out the global strategy to undermine the threats from international competitors. Global strategy means the company should think globally but act locally. To put it more specific, it should adapt their prices, products, and promotions to meet the unique needs of each area's targeted customers considering their spending power, product references and shopping patterns.5
WO strategy means a business tries to take advantages of external opportunities to undermine the effects of internal weaknesses. Concerning the favorable economic trend brought about by the globaliza-
AKTYAmHblE nPOEMEMHABHAUHHH KOCMOHABTHKH - 2019. TOM 3
tion, Haier should consider some mergers or joint-developments with other competent foreign or domestic companies. In addition, Haier should pay attention to the importance of advertising promotion. It should win more consumers' favor by strengthening marketing.
In respect of WT Strategy, Haier should strive to reduce the negative effects of both internal weaknesses and external threats. One of the strategies is to reinforce its connections with the suppliers, which is conducive to better serving its customers and surpassing its competitors.
To sum up, this paper first has a comprehensive SWOT analysis of Haier and then introduced its development strategies in international marketing. Only by comprehensively analyzing problems and formulating correct development strategies can multinational companies develop in the process of international integration.
References
1. Benedikt Fuest. Vorsicht vor Smartphones mit vorinstallierter Spyware, DIE WELT, 10 December 2014, p. 86.
2. Crotty, Epstein, and Kelly. Multinational corps in neo-liberal regime, Cambridge University Press, 1998, p. 2.
3. Fischer, Bill, Lago, Umberto, Liu Fang. The Haier Road to Growth, 27 April 2015, p. 98.
4. Howard, Rebecca. Haier Obtains More Than 90% of Fisher & Paykel Shares, Wall Street Journal, 5 November 2012, p. 23.
5. Matthias P. Reuter. Strategic Planning: How to Deliver Maximum Value through Effective Business Strategy, London: Kogan Page, 2008, p. 38.
© Cao Yaojia, 2019
UDC 334.012.7
COMPARATIVE ANALYSIS OF BUSINESS DEVELOPMENT STRATEGY
IN RUSSIA AND CHINA
Y. Changjuan Scientific Supervisor - Yu. A. Anikina
Reshetnev Siberian State University of Science and Technology 31, Krasnoyarsky Rabochy Av., Krasnoyarsk, 660037, Russian Federation E-mall: 1833077565@qq.com
China and Russia are important strategic partners. State policy of both countries should be aimed at strengthening economic cooperation and strategic cooperation in the industrial sector. At present, the most active area of bilateral economic cooperation is trade, especially energy trade, which is beneficial to both sides in terms of resource endowment and economic structure.
Keywords: energy policy, energy enterprises, business development strategy, international cooperation.
СРАВНИТЕЛЬНЫЙ АНАЛИЗ СТРАТЕГИИ РАЗВИТИЯ БИЗНЕСА
В РОССИИ И КИТАЕ
Я. Чанцзюань Научный руководитель - Ю. А. Аникина
Сибирский государственный университет науки и технологий имени академика М. Ф. Решетнева
Российская Федерация, 660037, г. Красноярск, просп. им. газ. «Красноярский рабочий», 31
E-mall: 1833077565@qq.com
Китай и Россия являются важными стратегическими партнерами. Государственная политика обоих стран должна быть направлена на укрепление экономического сотрудничества и стратегической кооперации в промышленной сфере. В настоящее время наиболее активной областью двустороннего экономического сотрудничества является торговля, особенно торговля энергоносителями, которая выгодна обеим сторонам с точки зрения наличия ресурсов и экономической структуры.
Ключевые слова: энергетическая политика, энергетические предприятия, стратегия развития бизнеса, международное сотрудничество.
China and Russia are highly complementary in an energy. The energy cooperation between China and Russia serves the interests of both sides and has broad prospects for development. Russia not only develops and utilizes abundant domestic energy resources, but also attaches great importance to exploring overseas resources, and actively promotes and encourages Russian energy enterprises to "go global". In recent years, under the situation of stable international energy market price and expanding market scale, Russian energy enterprises have stepped up their efforts to explore overseas resource market and expand their international influence. Its export-oriented energy development strategy is increasingly mature [1]. With the support of the Russian government, it has gradually formed the backbone of Russian energy overseas expansion composed of large energy enterprises. In the future, energy cooperation between China and Russia will not only be limited to the two countries, but also involve the resources of other parts of the world. Only by further strengthening bilateral cooperation in the field of energy can we achieve win-win development. China is a big consumer of energy, and its energy reserves are inadequate.
