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School code ：10378 Security：
Classification：
Research On International Marketing
Strategies of Midea Home Air
Conditioning
Student ID：3201531003
Name：Zhang Chun
Degree category：Professional Master
The professional name：Business Administration
Research direction ：Marketing
Tutor’s name：Wang Jingjing
April, 2018摘要
随着全球化进程的加快和国际市场竞争的不断加强，国际市场营销策略越来越
受到营销理论界和出口企业的重视。对于同样面对激烈国际市场竞争的空调制造业
来说，也应加强对国际市场营销策略的制定与调整，寻求复杂国际环境中的机会，
以保持企业的持续竞争力。空调行业竞争对手众多，国内外大型空调企业纷纷展开
营销大战，美的空调处在竞争激烈的行业中。因此需要借助国际营销相关策略开拓、
发展全球市场，故本文开展对美的家用空调的国际市场营销策略的研究就变得很有
必要
本文以美的空调为例，从公司业务概述入手，运用SWOT分析法对企业发展过
程中面临的优势、劣势、机遇和挑战进行分析研究，提出其在国际市场营销过程中
的机遇与问题；运用STP理论，在对家用空调关于国际市场的细分、目标市场选择
和市场定位的分析基础上，归纳出了公司市场营销策略的优化，包括在产品策略、
价格策略、分销策略和促销策略中的具体实施措施。以提升美的空调整体竞争力，
从而在激烈的国际市场竞争中赢得发展空间，保持市场领先地位，实现产品领先、
效率驱动、全球经营
在上述分析的基础上，从产品、价格、分销和促销四个方面探讨美的空调的国
际市场营销策略。首先在产品方面必须要树立自主品牌，打造高端品牌形象，努力
提高产品质量，实施产品差异化策略，根据客户需求不断开发新产品，加速智能制
造和产品智能化。价格方面，以利润目标为前提，同时区分市场、国家、客户和产
品等不同情况，灵活定价。分销渠道上，视各国市场的不同，采用不同的渠道，加
强对代理商的培训管理和技术支持，通过提高代理商服务水平增强企业形象。促销
方面，应重视体验营销，赞助知名赛事，积极参加产业产品大赛，加强售后服务，
增强赞助方式等
关键词：美的空调；国际市场；营销策略
I
ABSTRACT
With the acceleration of the globalization process and the continuous strengthening
of the international market competition, international marketing strategies have been
increasingly valued by both the theoretical session and export companies. For the
air-conditioning manufacturing industry that also faces fierce competition in the
international market, it is also necessary to strengthen the formulation and renewal of
international marketing strategies in order to maintain the company's continued
competitiveness. Many competitors in the air-conditioning industry, large-scale
air-conditioning companies at home and abroad have launched a marketing war, Midea's
air-conditioning in a highly competitive industry. Therefore, it is necessary to use
international marketing-related strategies to develop and develop the global market.
Therefore, it is necessary to conduct research on the international marketing strategy of
home air conditioners for the United States.
This article takes Midea Air Conditioning as an example, starting from the
company's business overview, using SWOT analysis method to analyze the strengths,
weaknesses, opportunities and challenges in the process of enterprise development, and
put forward its opportunities and problems in the international marketing process; using
STP Theory, based on the analysis of domestic air-conditioning on the segmentation of
the international market, target market selection and market positioning, summed up the
company's marketing strategy optimization, including product strategy, price strategy,
distribution strategy and promotional strategy specific Implementing measures. To
enhance the overall air-conditioning competitiveness of the United States, thus winning
the development space in the fierce international market competition, maintain market
leadership, achieve product leadership, efficiency-driven, global operations.
Based on the above analysis, the international marketing strategy of Midea Air
Conditioning is discussed from four aspects: product, price, distribution and promotion.
First of all, in terms of products, we must establish our own brands, build high-end brand
image, strive to improve product quality, implement product differentiation strategies,
and constantly develop new products based on customer needs to accelerate smart
manufacturing and product intelligence. In terms of price, the profit target is the premise,
and different conditions such as market, country, customer and product are differentiated
at the same time, and flexible pricing is adopted. On the distribution channel, depending
on the market of each country, different channels are used to strengthen the training。