On The Localization Strategies Of Midea Group’s English Websites From The Perspective Of 5W Model

Against the background of the accelerating globalization,economic and trade interaction among countries is more frequent than ever before.Since the national policy adoption of Reform and Opening Up and "Going Global",an increasing number of Chinese corporates marched towards international markets and won consumer’s trust of diverse locales.With pandemic still wreaking havoc around the globe,most corporate publication turned online.The influence of web localization on corporate publication for diverse locales has been extending.It is worth our attention to how to improve corporate web localization effect and how to extend their brand and cultural influence in local markets.With the English website of Midea Group as the main research object,this thesis explores the localization of Chinese companies’ English websites.Under the guidance of the 5W model from communication research,the thesis analyzes the localization effects of the Midea Group’s English website from the angles of communicator,content,media,audience,and effect,and concludes web localization strategies for future reference from comparison.The thesis evaluates Midea’s English website localization from the respective analyses of control,content,media,audience,and effect,adopting the method of case study and comparison.It can be concluded that Midea Group has basically achieved a desirable effect and won the popularity from local consumers.Midea’s brand influence has been extended.In February 2022 alone,Midea’s website received 1.8 million visits globally.In 2020,the overseas proportion out of Midea’s total revenue reached 42.6%.Additionally,on the basis of further analysis,the thesis concluded three principles: 1)association principle;2)adaptation principle;3)appropriateness principle,with the hope to offer a reference for Chinese corporates’ “Going Global” and targeted and localized exterior publication.