Research On The Strategy Of Gree In Expanding American Air Conditioner Market

Since the reform,economy of China has steadily increased,and its economic status has gradually improved,gradually becoming the center of the world.At present,with the development of global economic integration,the world economy is closely contacted,However,the International Economic environment is complex,and cooperation and competition among enterprises are common.participating in international market competition and getting success is very important for China's enterprises.As a leading enterprise in China's air-conditioner industry,how to develop international market,especially in developed countries such as the United States,is an important task for Gree.The United States is an important country,its market has one of the highest consumption level in the world,with world famous brands,market potential is huge,quality requirements of products are high,demand of consumer is strong.Only by successfully entering the air conditioner market of developed countries like the United States,Gree can become the world's first air conditioner brand to some extent.In 1998,Gree air conditioner had the first try to enter the United States market.In 2011,Gree established Gree electric USA branch in California,USA,and formally entered the American market.after eight years of development,Gree has succeeded in the American air conditioner market.With the increase of competition in American air conditioner market,how to develop in American air conditioner market,and how to develop brand and expand market is an important problem for Gree in the American market.Gree's development process can be divided into the initial stage,the development stage and the innovation stage.Gree has made remarkable achievements by relying on its pioneering and enterprising corporate culture,light asset operation mode and similar financial development mode.At present,Gree is not only based on the domestic market,but also actively exploring the overseas air conditioner market.It is not easy to develop overseas airconditioner market.although Gree has set up cooperative agents in all continents,Gree's development in overseas is still in its initial stage,and the conflict of interests with agents also affects the process of Overseas Development.In the overseas air conditioner market,the American air conditioner market has great development potential and has great attraction to Gree.In the process of developing the American air conditioner market,Gree chooses the target market through the factors of geography,climate,culture,economy and so on,and adopts different strategies according to different target markets,including product strategy,price strategy,promotion strategy and channel strategy.As the leader of air conditioner enterprises,Gree has both advantages and opportunities,as well as disadvantages and challenges in the American air conditioner market.This requires Gree to summarize the American air conditioner market and make corresponding countermeasures from the perspectives of channel,brand,promotion,talents,risk avoidance and so on,so as to continuously improve.In the American air conditioner market,Gree has unprecedented development opportunities and challenges.We hope Gree can combine its own actual situation,take its advantages,narrow the gap,achieve the successful development of American air conditioner market,and become a first-level brand in the world.