Marketing strategy analysis of Haier海尔营销策略分析.docx

Marketing strategy analysis of Haier海尔营销策略分析.docx

《Marketing strategy analysis of Haier海尔营销策略分析.docx》由会员分享，可在线阅读，更多相关《Marketing strategy analysis of Haier海尔营销策略分析.docx（9页珍藏版）》请在冰豆网上搜索。

MarketingstrategyanalysisofHaier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。

Wehavenotrealizedthescaleofsales