格力公司海外美洲市场战略分析-工商管理专业论文.docx

华中科技大学硕士学位论文 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract The further development of world economic integration, of how to deal with overseas marketing or development strategy, to make a smooth development for the oversea sales, becomes a major point related to the enterprise’s success. As a leading company in our AC industry, with its specialize technology and rapidly development, GREE have been leading the enterprises from “Made in China” to “Create in China”. Due to the repaid development of global manufactures and AC business capacity expansion, GREE has to face more intense international and domestic competition. America is a developed country with sound economic, strong consumption capacity and high marketing potential. America attracts lots of AC manufactures to compete in the market. So it is very important for GREE to set up reasonable overseas sales strategy and carry into execution, strengthen its competiveness in America market. This thesis use GREE oversea sales development in America market as an example in order to indicate how to select and carry out the strategy management. This thesis on marketing strategy of GREE Oversea Sales Company in American region use the basic marketing theories and methods based on the integrated use of strategic management and other disciplines’ related theories, and also combining my four years’ working experience in GREE Oversea Sales Company. First, the thesis uses PEST model to state the external environment of GREE, and then Porter’s Five forces model to reflect the current situation and competition of AC industry in America market. SWOT model is used t match the internal advantage and disadvantage of GREE with the external environment. Last but not least, the thesis gives advices on the present strategy development after the study on the external environment and internal resource condition. This thesis shows GREE can realize its grandness to become a century enterprise on its specialization and globalization, it also inca