Study on International Marketing Strategy for Gree Air Conditioning in Africa

DOI

10.2991/978-94-6463-272-9_26How to use a DOI?

Keywords

African market; International marketing; SWOT matrix analysis; Confirmatory factor analysis

Abstract

With the continuous improvement of high-quality development requirements in the new era, there is a triple pressure in the domestic market: supply shock, demand contraction and weakening expectations. The competition in the domestic market is becoming increasingly compact, and the pace of the “Red Sea” competition in the internal market has gradually accelerated to open up the emerging “blue ocean” market. Under the policy background of “One Belt and One Road”, China has signed a series of international trade treaties with Africa, and Chinese major enterprises continue to enter the African market. Through quantitative confirmatory factor analysis and qualitative SWOT matrix analysis, this paper finally summarizes the international marketing optimization strategy of Gree Air conditioning in the African market.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ziheng Zhang
PY  - 2023
DA  - 2023/10/15
TI  - Study on International Marketing Strategy for Gree Air Conditioning in Africa
BT  - Proceedings of the 2023 3rd International Conference on Financial Management and Economic Transition (FMET 2023)
PB  - Atlantis Press
SP  - 238
EP  - 244
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-272-9_26
DO  - 10.2991/978-94-6463-272-9_26
ID  - Zhang2023
ER  -