Marketing strategy analysis of Haier海尔营销策略分析报告.docx
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MarketingstrategyanalysisofHaier海尔营销策略分析报告
MarketingstrategyanalysisofHaier
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'sDomesticCompanycurrentlymainlythroughthewaytoentertheUnite