Study On Midea Internationalization Strategy

Forty years since the implementation of the reform and opening-up policy,as an important pillar industry of the national economy and the first industry entered the international market to participate in competition in China,and with the improvement of the comprehensive national strength of the country,the household appliances industry has become one of the typical and competitive industries in our country,China has become the largest producer and exporter of household appliances in the world.With the approaching of our country’s strategic goal of becoming a powerful manufacturing country in 2025,China’s household appliances industry is also insisting on transformation and upgrading.While promoting intelligent reform and technological innovation,it will continue to operate in the international market and increase overseas market revenue.As one of the fastest growing enterprises in the world,Midea not only ranks first in the international market of domestic household appliances enterprises,but also has strong competitiveness in the global household appliances brand.Whether it is the improvement of production efficiency,the successful transformation of the industry,or the successive mergers and acquisitions of international well-known brands including Toshiba in recent years,frequent internationalization actions and outstanding performance have brought more attention.Today,Midea is completing the transformation from a manufacturing enterprise to a global technology group.Summarizing its operation mode and strategy in overseas markets will provide valuable experience for the global development of China’s household appliances industry.This paper is divided into five parts.The first part is an introduction.It introduces the background of the development of the international market of our country’s electricity industry and the performance of Midea.It also summarizes the theoretical and practical significance of this study.Combing of relevant literature,it summarizes the existing literature from three aspects: overseas mergers and acquisitions,international operation and growth path,and puts forward the research framework and innovation point of this paper.The second part is about the general situation of Midea Group and the driving factors of its internationalization.It introduces the development history of Midea Group and sorts out its international influence.It also analyses the driving factors of its internationalization from three aspects: product life cycle,demand factors and seeking profit growth point.The third part is the SWOT analysis of the internationalization of Midea.Based on the background of international market,it analyses the advantages,disadvantages,opportunities and threats of the internationalization of Midea.The fourth part is the strategic choice of Midea internationalization.Through OEM,joint venture cooperation and merger and acquisition,we analyze its international market entry strategy.Through R&D global layout,intellectual property protection mechanism and robot industry layout,we analyze its technology globalization strategy,it summarizes the international business strategy from three aspects: international brand building,overseas localization and international marketing.Finally,from the perspective of national policy support and the construction of talent globalization,this paper summarizes the supporting measures of its internationalization strategy.The fifth part is the enlightenment and outlook.It summarizes the full text and puts forward the enlightenment and suggestions for the internationalization development of China’s household appliances enterprises from four aspects: technological innovation,brand building,talent strategy and location selection of overseas markets.It also looks forward to the future internationalization development direction and focus of Midea.