Research On International Marketing Strategies Of Midea Home Air Conditioning

With the acceleration of the globalization process and the continuous strengthening of the international market competition,international marketing strategies have been increasingly valued by both the theoretical session and export companies.For the air-conditioning manufacturing industry that also faces fierce competition in the international market,it is also necessary to strengthen the formulation and renewal of international marketing strategies in order to maintain the company’s continued competitiveness.Many competitors in the air-conditioning industry,large-scale air-conditioning companies at home and abroad have launched a marketing war,Midea’s air-conditioning in a highly competitive industry.Therefore,it is necessary to use international marketing-related strategies to develop and develop the global market.Therefore,it is necessary to conduct research on the international marketing strategy of home air conditioners for the United States.This article takes Midea Air Conditioning as an example,starting from the company’s business overview,using SWOT analysis method to analyze the strengths,weaknesses,opportunities and challenges in the process of enterprise development,and put forward its opportunities and problems in the international marketing process;using STP Theory,based on the analysis of domestic air-conditioning on the segmentation of the international market,target market selection and market positioning,summed up the company’s marketing strategy optimization,including product strategy,price strategy,distribution strategy and promotional strategy specific Implementing measures.To enhance the overall air-conditioning competitiveness of the United States,thus winning the development space in the fierce international market competition,maintain market leadership,achieve product leadership,efficiency-driven,global operations.Based on the above analysis,the international marketing strategy of Midea Air Conditioning is discussed from four aspects: product,price,distribution and promotion.First of all,in terms of products,we must establish our own brands,build high-end brand image,strive to improve product quality,implement product differentiation strategies,and constantly develop new products based on customer needs to accelerate smart manufacturing and product intelligence.In terms of price,the profit target is the premise,and different conditions such as market,country,customer and product are differentiated at the same time,and flexible pricing is adopted.On the distribution channel,depending on the market of each country,different channels are used to strengthen the training management and technical support for the agents,and enhance the corporate image by improving the agent service level.In terms of promotion,we should emphasize experience in marketing,sponsoring well-known events,actively participating in industrial product competitions,strengthening after-sales services,and strengthening sponsorship methods,etc.