Analysis On Marketing Strategy Of Chinese Household Appliance Enterprises Expanding EU Market

With the deepening of the global economic integration,more and more enterprises in China have stepped out of the country and embarked on a new path of international development.As one of China’s pillar industries,the home appliance industry continues to explore overseas markets while satisfying domestic consumer demand,actively participate in international market competition,and develop effective marketing strategies.Nowadays,China’s home appliance enterprises have occupied an important position in overseas markets.And achieved a series of achievements.As a leader in China’s home appliance industry,Gree Electric Appliances has continued to grow and develop in the face of fierce international competition,and has now become a leader in the global home appliance industry.The EU is the organization group with the highest level of global integration and the largest economic scale.Since its establishment,the economy has developed rapidly,the people’s living standards have been continuously improved,and the market potential is huge.It has become one of the important markets for the expansion of many home appliance companies in China.Therefore,as the leader of China’s home appliance enterprises,Gree expands the EU market to launch marketing activities,and it is particularly important to consolidate and enhance the competitive position in the EU market.In the literature review,this paper explains the concept of marketing and related marketing theories.On the basis of this,the analysis method combining theory and practice is used to discuss the development status and existing problems of Chinese household electrical appliance enterprises in the EU market,and to Gree Electric Appliances.For example,propose a specific marketing strategy.But at the same time,due to the global economic downturn,many Chinese home appliance companies in the EU market do not achieve the desired level of sales performance,and the marketing strategies adopted by these companies are not targeted.Therefore,it is very important for China’s home appliance enterprises to choose what kind of marketing strategy,which is also the main problem that China’s home appliance enterprises need to solve when expanding the EU market.