Case Study Of Midea Air Conditioning Brand Internationalization

In recent years,due to the continuous growth of China's economy and urban and rural residents' disposable income,the home appliance industry has ushered in a period of explosive growth and leapfrog development.Especially after the global financial crisis in 2008,the Chinese government put forward the strategy of "bringing home appliances to the countryside" to expand domestic demand and promote stable economic growth.However,the appliance industry soon found that this wave of rapid growth led to the emergence of overcapacity and began to seek expansion in overseas markets.In this process,in order to better expand sound volume and increase profits,household appliances enterprises need to change from the original OEM mode of development to rely on brand effect to improve the centripetal force of consumers,so as to expand the new space for development.Based on literature review,combing theory and the Chinese electrical appliances industry,on the basis of "going out" process,selection of Midea group air conditioning products as the main research object,analyses its brand internationalization path selection and the actual results,discussed under the new international situation and the external environment,how to further expand the brand influence of beauty,thus to provide the Chinese electrical appliances enterprise brand internationalization concept.This paper,taking the beautiful air conditioning as an example,from the relevant overview of brand and brand internationalization,from the time dimension and space dimension explores the overall background of the Chinese electrical appliances industry,also to the development of Midea air conditioning is also a corresponding review,including the beauty in different stages of the domestic market and international market development,at the same time Japan daikin,the United States Trane,Gree air-co marketing experience carries on the analysis of the internationalization of China.On these basis,this paper puts forward the corresponding opinions on the brand positioning,brand communication and brand channels of Midea air conditioning brand internationalization.In terms of brand positioning strategy,Midea brand internationalization should pay attention to the consumer group positioning and price positioning.In terms of brand communication strategy,the internationalization of Midea brand should focus on the advertising effect,the publicity of the exhibition and the experience of consumers.In the brand channel strategy,Midea brand internationalization should focus on the different strategies of enterprise cooperation and individual promotion.After the perfect brand internationalization strategy,to promote the development of the whole household appliance industry internationalization,this article from the enterprise level,government level also summarizes the related enlightemment,enterprise level,the home appliance industry brand internationalization must pay attention to the integration advantage resources abroad,inside and outside the two coordinated development of the market,innovation international form,rich brand internationalization,at the same time the company internal organization also needs innovation and strengthening the international talent team construction and the development of brand internationalization promotion,the government will also continue to create good policy environment for home appliance brand internationalization.