Research On Marketing Channel Strategy Of Private Brand AC In American Market

Amid the global economic integration nowadays,more and more Chinese enterprises are facing a reality – Should they strive for international presence? If so,how to start quickly and successfully? And how to prosper and make private brand well-known in a competitive international market? Those are the compulsory courses that Chinese enterprises have to take when going global.In the Chinese appliance industry,M company is on top but is facing an urgent task-How to market internationally,especially how to establish marketing channels in developed countries such as the U.S.? Indeed,in 2017 it became the global appliance leader regarding the market share of exported white goods.However,its products were mainly sold in China or to developing countries in Asia,the Middle East,Africa and Latin America.And its sales performance in developed countries was not satisfying,such as the U.S.and European countries.As the world's leading economic power,the U.S.is among the countries with the highest consumption level in the world.With a huge market potential,the country is home to a large number of world-famous brands.Most American consumers have a strong purchasing power,favoring high quality.Only by successfully entering the appliance market in developed countries represented by the U.S.can M company become a global appliance brand in the real sense.As the number of competitors in the American appliance market is increasing,those competitors are more competitive while M company is relatively new to the American appliance market.How to rapidly raise brand awareness,expand the market share,and sell air conditioning products in scale,those are the top issues that M company needs to address for competing in the U.S.market.By considering the actual situation of the company where the author works for,the fierce market competition home and abroad and higher costs,this dissertation discusses how should M enterprise survive and thrive in the future,from macro level to micro level and from point to plane.According to the characteristics of the target market and corresponding methodologies,it proposes effective strategies for brand-building,sales,after-sale,mergers and acquisitions,theories and practice guidance.In doing so,it aims at helping M company to generate targeted and effective marketing strategies for operating its private brands and business in the U.S.,making internationalization costadvantageous and improving employees' efficiency of doing business so that M company has more chances to thrive in the U.S.market.