MarketingstrategyanalysisofHaier海尔营销策略分析Word格式文档下载.docx

MarketingstrategyanalysisofHaier海尔营销策略分析Word格式文档下载.docx

《MarketingstrategyanalysisofHaier海尔营销策略分析Word格式文档下载.docx》由会员分享，可在线阅读，更多相关《MarketingstrategyanalysisofHaier海尔营销策略分析Word格式文档下载.docx（9页珍藏版）》请在冰豆网上搜索。

Abstract:

Withthedevelopmentofglobaleconomicintegration，Haier,astheleadingenterprisesofChinesehouseholdappliances.Howtoconductinternational

marketingefforts,especiallyindevelopedcountriesliketheUnitedStates，isputinfrontofthepriority．In2010,Haierbrandachieved6.1％marketshareofwhite

goodsinwholeworld．ButitssalesaremainlyconcentratedinAsia、AfricaandLatinAmericadevelopingcountrieswhichincludingChina．salesisnotidealandlowbrandawarenessinU.S．TheUnitedStatesistheworld’slargesteconomy,isoneofthecountriesoftheworld’shighest1evelsofconsumption．Worldfamousgathered，hugemarketpotential，highqualityrequirementsforconsumerproducts，strongpurchasingpower．TheonlywayforHaiertobecomeatruesenseoftheworld’sfirsthouseholdappliancebrandistodeveloptheU.Smarketsuccessfully．WiththeincreasingnumberofcompetitorsintheU.Sappliancemarketandcompetitorsisgettingmoremature，Haier,asanewentrant，howtoquicklyincreasebrandawareness,expandmarketshareand1etthelargehomeappliancescalesaled．alloftheseiswhatHaierneedtofacewhenhecompeteintheU.Smarket．

Thispaperisbasedonthebasictheoriesandmethodsofmarketingstrategy,

integratedusetheinternationalmarketingandotheranalysistoolstostudyonHaierhouseholdappliancesmarketingstrategyinUnitedStates.

KeyWords:

Haier;

Culture;

Marketingstrategy

1.Theproductandthefirm

Haiergroupwasfoundedin1984.From1984to2016of32years,Haiertothespiritofentrepreneurshipandinnovationeffortstoopenupthehouseholdappliancesindustry,toenterthemedical,insurance,andrealestateindustryinhomeapplianceindustrydevelopmentandgrowth,hasbeenfromaisonthevergeofcollapseofsmallhouseholdelectricalappliancesenterprisedevelopmentbecomehavemorethan7millionemployees,29manufacturingplants,8researchcenters,19tradingcompany,135.7billionyuanturnoverofglobalizationlarge-scalegroupcompanyintheworld.InChina,Haierhasafter9consecutiveyearswonthemostvaluablebrandlist;

intheworld,2010globalwell-knownmarketresearchfirmEuromonitorInternationalreleaseofhouseholdelectricalappliancesmarketsurveyresultsshowtheHaierbrandto6.1%whitehomeappliancesmarketpossessionratewontheworld'

sfirsthomeappliancebrand.Amongthem,theHaierrefrigerator,washingmachineandrefrigeratorrespectivelyto10.8%,9.1%and14.8%brandretailvolumeofrankingfirstintheworld.HaierthereforeistheUnitedStates,"

newsweekly"

websiteasoneoftheworld'

stopteninnovativecompanies.

HaierasearlyastheendoftwentiethCenturybegantoopenuptheU.S.homeappliancemarket.1999,undertheguidanceoftheinternationalizationstrategyofHaiergroup,HaierintheUnitedStatestoestablishaHaierrefrigeratorproductionbaseinSouthCarolina,2000begantoinvestinproductionandgraduallyopenthemarketthroughhighqualityandpersonalizeddesign.2002,HaierinNewYorkCityBroadwaytobuyoriginalGreenwichBankbuilding,alandmarkbuildingasoneofNorthAmerica'

sheadquarters,inHaier'

scasethisisaqualitativeleap,onbehalfoftheHaier'

scommitmenttotheUnitedStatesmarket,HaiertorootsintheUnitedStatescontinues.HaierUnitedStatesbranchwasfounded,thereareonly13employees,only2varietiesofproductssoldinthemarket,4models,thecurrentsalesoflessthan$30million.By2010,HaierintheUnitedStatessubcompanyhasdevelopedbecomehavemorethan200employees,salesof12categories,morethan2000typesofproducts,HaierhouseholdappliancesintheUnitedStates,thecumulativesalesofmorethan4000millionunits,therealizationofthebirthofeverythreeminutesaHaierusersofsuccess,thecompoundannualgrowthratereached35%,theannualsalesofcloseto$6billionbrandlocalization.Justlike,HaierhasbeenintheUnitedStateshomeappliancemarkettogainafirmfoothold.However,HaierhomeappliancesmarketintheUnitedStatesisstillfacedwithlowbrandawarenessandlowmarketshare,everybodyelectricproductsisnotsalesscaleissues,thisarticleisinthiscontextofHaierhouseholdappliancesintheUnitedStatesmarketmarketingstrategyofinvestigationandstudy.

2.Marketinganalysisdecisionspriortoentry

TheUnitedStatesmarketisaverymaturemarket,istheworld'

smostdifficulttoenterthemarket.ManyAsiancompaniesareplantedrightinthismarket.Acer,Taiwan,spent$about1000000000inthepast10yearsintheUnitedStatestosellitsbrand,butfinallybecauseofaseriouslossoftheUnitedStatestowithdrawfromthemarket.DuetothedifficultyofenteringtheU.S.market,China'

sDomesticCompanycurrentlymainlythroughthewaytoentertheUnitedStat