Study on International Marketing Strategy for Gree Air Conditioning in Africa

Ziheng Zhang ()
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Ziheng Zhang: Xi’an University of architecture and technology, School of AnDe

A chapter in Proceedings of the 2023 3rd International Conference on Financial Management and Economic Transition (FMET 2023), 2024, pp 238-244 from Springer

Abstract: 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.

Keywords: African market; International marketing; SWOT matrix analysis; Confirmatory factor analysis (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-272-9_26

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DOI: 10.2991/978-94-6463-272-9_26

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