海尔营销策略分析.docx
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海尔营销策略分析
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'sDomesticCompanycurrentlymainlythroughthewaytoentertheUnitedStatestotakeasingleproductionorOEMmarket.Forexample,Kelon,inSoutheastAsiaandHongKongsaleshitisitsownbrand,butsalesintheUnitedStatesandEuropeareOEMwaythatitexportsproductstotheUnitedStatesintheAmericancompany'sbrandsales.Forexample,WAL-MARTiscurrentlyinthechainstoresalesMagicChefbrandisthedesignandmanufactureofKelonrefrigerator.CurrentlyintheU.S.market,Chineseproducts,hittheChinesebrandenterprises,Haieristhefirst.
Haierrefrigeratorhasbeennamedasthebest-sellingproductsintheUnitedstates.Thewell-knownAmericanmagazine"twice"thenation'sbestsellinghomeapplianceswerestatistically,Haier(600690)refrigeratorwithGE.WhirlpoolandotherworldfamoustogethertobecomeAmerica'sbest-sellingproducts,includingHaierastherepresentativeofallkindsofsmallrefrigeratorsalesgrowththefastest,theaveragespeedaccordingto23.9%ooffstatistics,HaiertwotypesofrefrigeratorBClllandbc50isAmerica'smostpopularsmallrefrigerator,inSeptember2000statisticsranked2and4(August2000rankingwasNo.1andNo.2).TheUnitedStateshomeappliancemarket,thefamousbrand,competitive,almostalltheworldfamousbrandarena.HaiercantakeitsownbrandintheU.S.markettooccupyaplace,Haierproductshavebeenfullyequippedwiththeabilitytoparticipateintheinternationalhighlevelofcompetition.HaierchosetofocusonthedevelopmentoftheU.S.market,themainreasonsareasfollows:
(1)ForeignhomeapplianceenterprisestoentertheChinesemarket.AfterChina'saccessiontotheWTO,theforeignhouseholdelectricalapplianceenterpriseshavelandedinChina,"rushingtoeatmeat,Chinesehouseholdelectricalapplianceenterprisesinconsideringhowtodefend.Howtokeepthedomesticmarketatthesametime,begantoconsidermorehowtomovetowardtheworld,toopenupoverseasmarkets.
(2)Domesticmarketdemandsaturationofdomestichomeapplianceenterprisescompetition.Chinesehouseholdelectricalapplianceindustryinthelate1990s,duetomarketsaturation,competitionisfierce,playingthepricewar,homeapplianceindustryprofitsthinasablade,resultinginhouseholdelectricalapplianceenterprisesmustlookfornewmarkets,achievenewbreakthroughs.
(3)Haierglobalizationstrategy.Haierinthecontextoftheglobalizationstrategyguide,takeglobalization"firstafterthedifficulteasy"strategy,firstenterthedevelopedcountriesestablishabrand,marketandpotentialtooperatefromastrategicallyadvantageouspositionoftheoccupationofdevelopingcountries.
(4)ThegreatattractionoftheUShomeappliancemarket.TheUnitedStatesisoneofthecountrieswiththehighestlevelofconsumptionintheworld,theworldfamousbrand,themarketpotentialishuge.Towashingmachinesasanexample,accordingtoEuromonitordata,globalcapacityofthewashingmachineis7753millionunits,whichtheUnitedStateshomeappliancemarketwashclothesdryerMarketCapacityabout16millionunits,about21%ofthecapacityoftheglobalmarket.SoHaiertobecomethetruesenseoftheworld'sfirsthomeappliancebrand,thedevelopmentoftheU.S.marketisessential.
(5)ThesupportofChina'snationalpolicy.Chinesegovernmenttoencouragenationalenterprisestogoabroad,totheworld,butalsoforexportenterprisestoprovideaseriesofpreferentialpolicies,suchasexporttaxrebates,etc..
3.Marketresearchundertakenpriortomarketentry
(1)Marketsegmentation
Haier'sresearchanddevelopmentandmarketsalesstaffwillbefinedifferentiationofthemarketisattributedtothestylebreakdown,segments,exportsegmentsandgeographicalsegmentsofthefourcategories.StylesubdivisioncanbedividedintoEuropeanstyle,AsianstyleandAmericanstyle.Byclassdivision,canbedividedintowhitecollarandbluecollar.Exportdirectioncanbesubdividedintodevelopedanddevelopingcountries.AccordingtogeographicalsegmentationcanbedividedintotheSouthandthenorth,ruralandurban.Haierwillbedividedintofouraspectsofthemarket,fordifferentaspectsofdifferentmarketingstrategiestotake.
(2)Marketpotential
Ⅰ.Brandawareness.HaierbrandintheUnitedStateshomeappliancemarkethasbeenoperatingfor12years,butthebrandawarenessisstillrelativelylow,only37%.Ofcourse,thisismorecomplexreasons:
suchasbrandpromotionintothenumberoffunds,brandpositioningisclear,brandpositioningandproductpositioningisconsistent,andsoon.Haier'sbrandawarenessalsohasalotofroomforimprovement.
Ⅱ.Marketshare.By2011,Haierallkindsofhouseholdappliancesrefrigerator,washingmachines,microwaveovens,televisionandothermediocreresults,failedtoachieveamajorbreakthrough.Marketsharethereisalargeroomforimprovement.
Ⅲ.Wehavenotrealizedthescaleofsalesofelectricalproducts.IntheUnite