Gree Air-Conditioning Strategic Research On Implementing Cross-Industry Alliance

China’s air-conditioning market is unprecedented huge,Gree Air-conditioning grasps the opportunity in recent years to gradually develop into the domestic air-conditioning brand three giants.However,with the increase of market competition and the turbulence of industry environment,Gree Air Conditioning is facing great challenges.For Gree,the most important thing is to sustainably enhance and maintain its own strength as the dominant power in the domestic air-conditioning industry.Therefore,building a superior brand is an important transformation strategy for upgrading Gree Air Conditioner.On the basis of investigating the air conditioning market at home and abroad,this paper uses SWOT analysis method to analyze the internal and external environment of Gree air conditioning development,the advantages and disadvantages of its own development,and studies the necessity of Gree air conditioning implementation of non-industry alliance.Under heavy pressure,Gree Air Conditioning needs to conduct in-depth research and cooperation according to its environment,current situation,sales channels,brand positioning and other aspects to form a set of scientific and systematic strategic ideas.Shared economy is a general trend of cash development,and non-business alliance is a manifestation of shared economy.Enterprises and enterprises need to complement each other to make up for their own shortcomings in resources or operation,so it is imperative for Gree Air Conditioning to implement a non-business alliance.By learning from each other’s strengths and weaknesses,exchanging resources and optimizing the allocation,the brand’s own acceptance will be expanded.Based on the theoretical research method and the research on the non-industry alliance of Gree Air Conditioning,such as the cooperation between Gree Air Conditioning and the new communication industry,the brand sponsorship of Gree Air Conditioning for global activities,the cooperation between Gree Air Conditioning and industry leaders,this paper explores the formation motivation,partner selection,channel cooperation and alliance performance of Gree Air Conditioning for non-industry alliance.The corresponding optimization measures are put forward in order to contribute to the strategic upgrading of Gree Air-conditioning and maximize the benefits of the resources in Gree Air-conditioning.In the future,the performance,brand influence and competitiveness of enterprises will be significantly improved through more perfect and efficient cooperation between different industries,and a sustainable development path will be found in the fierce competitive environment.