Research On The Internationalization Of GREE Brand

Since the China reform and opening up,China's economy has been developing rapidly for nearly 40 years.Although China's GDP has risen steadily in recent years,the growth rate is slower and slower,which is related to the large size of our economy and the continuous improvement of the market.However,with the introduction of the strategy of "one belt and one road" and "China made 2025",China's market is still full of vitality,and Chinese enterprises are in the golden age of transformation and upgrading.With the transformation and upgrading of enterprises,enterprises start paying attention to the international market.In the international market,the competition of market competitiveness is no longer price competition,but brand competition,so the attention of Chinese enterprises to brand internationalization has steadily increased.GREE Appliances is the brand representative of the home appliances market in our country,and also the "model soldier" of the brand internationalization of our manufacturing industry.GREE has achieved great success in developing countries,and has sold its products all over the world.Through participating in market competition,GREE has accumulated a lot of experience in brand internationalization.This paper takes GREE Electrical Appliances as the research object,and analyses the past successful experience and future direction of GREE's brand internationalization strategy,which can provide reference for other enterprises in China and provide a feasible brand internationalization strategy for Chinese enterprises.This paper is mainly divided into five parts,which are the introduction,the process of GREE brand internationalization,the strategy of GREE brand internationalization,the new stage of GREE brand internationalization and the conclusion and development countermeasures.Successful experience of GREE brand internationalization is summarized.Through the research,some suggestions are put forward for the future development.