Midea Washing Machine Middle East Marketing Strategy Research

Building brands and creating brand names has become major means for enterprises to participate in international competition and to establish itself in the international market.Thus exploring suitable paths and patterns for brands internationalization is an unavoidable issue for Midea.Intensive analysis of specific problems,learning from the experiences of others,looking for suitable paths,and proposing corresponding solutions,all of which are urgent tasks that Midea washing machine have to face,and they should be conducted in view of the objective reality of the brands internationalization of Chinese enterprises.Therefore it has an important theoretical and practical significance to study the issue.This paper defines brands internationalization as a process in which companies expand their brands popularizations from domestically to internationally and even globally.In order to make their brands widely recognized in the international context and influential.The paper introduces the market information and Midea sales performance in Middle East,in order to solve the problems happened in ME area internationalization;Through the target market and target customer segmentation research,identify its own brand positioning;Changing from OEM to the OBM sales,to find a new model of sustainable development.Based on this,countermeasures are analyzed and many specific principles are proposed.On the subject of path selecting concerning brands internationalization of Chinese enterprises,a relatively new analytical framework is proposed.Some innovative notions are suggested especially in Chinese brand internationalization phasing,international comparison of Chinese and foreign brands,internal and external constraints,and countermeasures choosing.The understanding of this issue is enriched both in analysis methodology and opinion.