国际经济与贸易学院知识库

近几年来，随着世界经济交流进一步深化以及我国对外开放的全面深入，国内营销环境发生了巨大变化，企业为了继续更好更快发展就要走出国门，减少因单一的国内市场所带来的风险。因此，如何保证在国际化营销活动中占据有利位置是每一个企业关注的核心。自上世纪美的集团加入国际市场以来，充分发挥其企业核心竞争优势，不断尝试与时俱进的国际化营销模式，使其产品在国际竞争中崭露头角，销售额逐年递增，国外市场销售收入一直在国内家电企业中位居榜首。

本文以美的集团作为研究对象，以STP、国际营销策略以及国际市场进入模式等企业国际化营销相关理论为基础，对美的集团的国际化营销模式进行了深入地阐述和梳理，再结合影响美的进入国际市场的因素，有针对性地进行分析，并且与海尔智家、格力电器以及TCL集团进行对比，分析其在国际化营销过程中的优势与缺点，并针对其存在的问题提出合理化的建议，也通过分析美的国际化营销模式来为中国家电企业提供借鉴经验和意义，进一步扩大中国家电品牌的国际化营销成果。本文的结论是：处于国际化营销过程中的企业应当把握市场运营方向，利用自身的优势突破市场的阻力，让完善的国际化营销模式为产品的销售保驾护航，以企业核心竞争力快速推动营销扩展，以此构筑企业在国际化营销过程规避风险的城墙。

In recent years, with the further deepening of the world economic exchanges and the comprehensive deepening of China's opening to the outside world, the domestic marketing environment has undergone great changes. In order to continue to better and faster development, enterprises have to go abroad to avoid the risks brought by a single domestic market. Therefore, how to ensure a favorable position in the international marketing activities is the focus of every enterprise. Since the last century since the process of midea group to join the international marketing, play to the enterprise core competitive advantages, keep trying and using an international marketing mode in accordance with the host country local market characteristics, make its products in the international competition, sales are increasing year by year, the foreign market sales have been in the domestic home appliance enterprises in the first place, has obtained the good international marketing performance.

Based on the midea group as the research object, with the STP theory, the theory of international marketing strategy as well as the international market entry mode and so on enterprise internationalization marketing related theory as the foundation, to the internationalization of midea group marketing model are further described and comb, combining factors that affect the beauty to enter the international market, targeted for effect evaluation, And with the haier's wisdom, gree electric appliances, and TCL group compare, analysis on the advantages and disadvantages in the process of international marketing, and put forward rationalization proposals in allusion to the problem of the existence of, also through beauty brand for the Chinese electrical appliances enterprise provide reference experience and significance of the internationalization of Chinese home appliance brand marketing results will be further expanded. Research conclusion of this article thinks: in the internationalization of the process of marketing enterprises should grasp the direction of market operation, the use of its advantages through market resistance, to improve the international marketing model is the escort product sales, to the enterprise core competitiveness rapidly promote the marketing expansion, to build the walls of enterprise avoid risk in the international marketing process.