Research On The Marketing Strategy Of Midea Air Conditioner In American Market

With the development of the integrated global economy and the acceleration of market diversification,the marketing concept,marketing strategies and marketing methods of enterprises are undergoing profound changes.Below this setting,our country home appliance enterprise is in the tide that times repeatedly rises,competition is more and more intense,domestic home appliance market already saturated with each passing day at present,want to maintain home appliance enterprise’s good performance,this must develop overseas market actively.Especially the developed countries such as Europe and the United States market,in 2019 the Midea air conditioning’s overseas sales account for forty percent of the total sales,mainly exported to Asian developing countries,developed countries in Europe and the sales is not ideal,the United States is the world’s number one economic power,strong technology,consumption ability is strong,purchasing power is enough,the profit space is large,Midea air-conditioning if efforts to develop the market,will be helpful to the development of enterprises,to further accelerate the process of corporate globalization.Marketing strategy is one of the most important factors that determine the success or failure of household appliance enterprises.Therefore,it is of great significance to study the marketing strategies suitable for the American market.As a Chinese household appliance brand,how to quickly open the American market,improve product awareness and recognition,increase sales,is the United States in the United States market survival of the top priority.This paper choose the Midea air conditioning as the research object,based on my years of experience and Midea air conditioning division of assigning the firsthand material obtained during the United States,the thorough analysis and research the Midea air conditioning market marketing strategy in the United States.Firstly,it briefly introduces midea group and analyzes the development status of midea air conditioner and the competition pattern of American air conditioner market.Second,through the SWOT matrix analysis,the advantages and disadvantages of midea air conditioning in the United States marketing threats and opportunities;Thirdly,the present political,social,economic and technical factors of midea air conditioning are put forward by PEST analysis.Fourthly,STP analysis is used to subdivide the air conditioning market in the United States according to the four major factors of regional population age and income.Fifth,the 4P marketing strategy theory is used to develop Midea air conditioning marketing strategies suitable for the American market from the aspects of product price channel promotion.Through the research of this paper,it is expected to help Midea air conditioning to improve its market share in the United States and provide reference for other domestic home appliance enterprises.This paper is based on the marketing theory,combining the theory with practice,using case analysis,theoretical analysis and comparative analysis and other management research methods to analyze and study the marketing strategy of Midea air conditioner.