Research On Marketing Strategy Optimization Of Water Dispenser In Middle East Market Of M Company

As a mature durable consumer product,drinking fountain products face fierce competition in the market.The whole drinking fountain industry presents a modern mass production model and faces huge market challenges.However,consumers' demands for healthy drinking water are increasing day by day,so the drinking fountain industry also contains huge market demand.Company M is a high-tech enterprise that has been immersed in the water dispenser industry for many years.It has been in a leading position in the Chinese market,but its performance in overseas markets,especially the Middle East market,is far behind that of world-class home appliance companies.It is currently in market expansion.Critical period.The countries along the “Belt and Road” policy have a large gap between the level of economic and industrial development.These countries have great potential for economic and trade cooperation with Chinese companies.The Middle East is an important part of the “Belt and Road” initiative and an important export trade for China.market.According to statistics from the Chinese Customs,household appliances including water dispensers are one of the five major categories of products exported by China,and account for a large proportion.Among the five categories of products exported to the Middle East market,household appliances account for about10% Therefore,vigorous development and development are of great significance to the export of household electrical appliances in the Middle East.Facing today's fiercely competitive and changing landscape of the drinking fountains industry market,how to better grasp the challenges and opportunities brought about by changes in the external market environment and formulate the correct marketing strategy to effectively guide the development of the drinking fountains business has become The company's business in the Middle East is the top priority.This article takes the marketing strategy optimization of M Company's drinking fountains in the Middle East market as the research object.It first introduces the research background,research ideas and content framework of the paper,and organizes and summarizes the marketing theory and related literature used.At present,domestic and foreign scholars have little research literature and achievements on marketing in the Middle East,but with the huge market demand and other factors in the Middle East,it is of great significance to continue to develop new markets for M Company;Secondly,the basic operating status of M Company is explained,and The internal and external marketing environment in the market layout of M company's drinking fountains isanalyzed and discussed.The results show that M's various business data and indicators continue to show an upward trend and are developing steadily;Analyzed the marketing status of drinking fountains in the Middle East market in terms of quantity and proportion of sales to the Middle East market,and found that there are many problems such as high product costs,unclear market segmentation positioning,and low visibility.Analysis of the advantages and disadvantages in the marketing process of marketing strategies Opportunities and threats encountered in the course of the exhibition;then use STP theory to conduct market segmentation according to target market,customer income level and sales channel,and determine the company's target market by analyzing the economic level of the Middle East market and the target customer's economic income level Selection and positioning,mainly in the UAE,Saudi Arabia,Iraq,and Israel;further optimize the marketing strategy of the target market,specifically from product,price,channel,promotion,brand five aspects;finally based on the characteristics of the Middle East market,from Cultivate outstanding international marketing personnel,strengthen the company's own strength and strengthen the risk control of international marketing to ensure the effective implementation of marketing strategies.