海尔营销策略分析.docx

1、海尔营销策略分析Marketing strategy analysis of HaierAbstract: With the development of global economic integration，Haier, as the leading enterprises of Chinese household appliances. How to conduct international marketing efforts, especially in developed countries like the United States，is put in front of the

2、 priorityIn 2010, Haier brand achieved 6.1 market share of whitegoods in whole worldBut its sales are mainly concentrated in Asia、Africa and Latin America developing countries which including Chinasales is not ideal and low brand awareness in U.SThe United States is the worlds largest economy, is on

3、e of the countries of the worlds highest 1evels of consumptionWorld famous gathered，huge market potential，high quality requirements for consumer products，strong purchasing powerThe only way for Haier to become a true sense of the worlds first household appliance brand is to develop the U.S market su

4、ccessfullyWith the increasing number of competitors in the U.S appliance market and competitors is getting more mature，Haier, as a new entrant，how to quickly increase brand awareness, expand market share and 1et the large home appliance scale saledall of these is what Haier need to face when he comp

5、ete in the U.S marketThis paper is based on the basic theories and methods of marketing strategy,integrated use the international marketing and other analysis tools to study on Haier household appliances marketing strategy in United States.Key Words: Haier; Culture; Marketing strategy 1.The product

6、and the firmHaier group was founded in 1984. From 1984 to 2016 of 32 years, Haier to the spirit of entrepreneurship and innovation efforts to open up the household appliances industry, to enter the medical, insurance, and real estate industry in home appliance industry development and growth, has be

7、en from a is on the verge of collapse of small household electrical appliances enterprise development become have more than 7 million employees, 29 manufacturing plants, 8 research centers, 19 trading company, 135.7 billion yuan turnover of globalization large-scale group company in the world. In Ch

8、ina, Haier has after 9 consecutive years won the most valuable brand list; in the world, 2010 global well-known market research firm Euromonitor International release of household electrical appliances market survey results show the Haier brand to 6.1% white home appliances market possession rate wo

9、n the worlds first home appliance brand. Among them, the Haier refrigerator, washing machine and refrigerator respectively to 10.8%, 9.1% and 14.8% brand retail volume of ranking first in the world. Haier therefore is the United States, news weekly web site as one of the worlds top ten innovative co

10、mpanies. Haier as early as the end of twentieth Century began to open up the U.S. home appliance market. 1999, under the guidance of the internationalization strategy of Haier group, Haier in the United States to establish a Haier refrigerator production base in South Carolina, 2000 began to invest

11、in production and gradually open the market through high quality and personalized design. 2002, Haier in New York City Broadway to buy original Greenwich Bank building, a landmark building as one of North Americas headquarters, in Haiers case this is a qualitative leap, on behalf of the Haiers commi

12、tment to the United States market, Haier to roots in the United States continues. Haier United States branch was founded, there are only 13 employees, only 2 varieties of products sold in the market, 4 models, the current sales of less than $30 million. By 2010, Haier in the United States sub compan

13、y has developed become have more than 200 employees, sales of 12 categories, more than 2000 types of products, Haier household appliances in the United States, the cumulative sales of more than 4000 million units, the realization of the birth of every three minutes a Haier users of success, the comp

14、ound annual growth rate reached 35%, the annual sales of close to $6 billion brand localization. Just like, Haier has been in the United States home appliance market to gain a firm foothold. However, Haier home appliances market in the United States is still faced with low brand awareness and low ma

15、rket share, everybody electric products is not sales scale issues, this article is in this context of Haier household appliances in the United States market marketing strategy of investigation and study.2.Marketing analysis decisions prior to entryThe United States market is a very mature market, is

16、 the worlds most difficult to enter the market. Many Asian companies are planted right in this market. Acer, Taiwan, spent $about 1000000000 in the past 10 years in the United States to sell its brand, but finally because of a serious loss of the United States to withdraw from the market. Due to the

17、 difficulty of entering the U.S. market, Chinas Domestic Company currently mainly through the way to enter the United States to take a single production or OEM market. For example, Kelon, in Southeast Asia and Hong Kong sales hit is its own brand, but sales in the United States and Europe are OEM wa

18、y that it exports products to the United States in the American companys brand sales. For example, WAL-MART is currently in the chain store sales Magic Chef brand is the design and manufacture of Kelon refrigerator. Currently in the U.S. market, Chinese products, hit the Chinese brand enterprises, H

19、aier is the first.Haier refrigerator has been named as the best-selling products in the United states. The well-known American magazine twice the nations best selling home appliances were statistically, Haier (600690) refrigerator with GE. Whirlpool and other world famous together to become Americas

20、 best-selling products, including Haier as the representative of all kinds of small refrigerator sales growth the fastest, the average speed according to 23.9%o off statistics, Haier two types of refrigerator BClll and bc50 is Americas most popular small refrigerator, in September 2000 statistics ra

21、nked 2 and 4 (August 2000 ranking was No. 1 and No. 2). The United States home appliance market, the famous brand, competitive, almost all the world famous brand arena. Haier can take its own brand in the U.S. market to occupy a place, Haier products have been fully equipped with the ability to part

22、icipate in the international high level of competition. Haier chose to focus on the development of the U.S. market, the main reasons are as follows:(1) Foreign home appliance enterprises to enter the Chinese market. After Chinas accession to the WTO, the foreign household electrical appliance enterp

23、rises have landed in China, rushing to eat meat, Chinese household electrical appliance enterprises in considering how to defend. How to keep the domestic market at the same time, began to consider more how to move toward the world, to open up overseas markets. (2) Domestic market demand saturation

24、of domestic home appliance enterprises competition. Chinese household electrical appliance industry in the late 1990s, due to market saturation, competition is fierce, playing the price war, home appliance industry profits thin as a blade, resulting in household electrical appliance enterprises must

25、 look for new markets, achieve new breakthroughs. (3) Haier globalization strategy. Haier in the context of the globalization strategy guide, take globalization first after the difficult easy strategy, first enter the developed countries establish a brand, market and potential to operate from a stra

26、tegically advantageous position of the occupation of developing countries. (4) The great attraction of the US home appliance market. The United States is one of the countries with the highest level of consumption in the world, the world famous brand, the market potential is huge. To washing machines

27、 as an example, according to Euromonitor data, global capacity of the washing machine is 7753 million units, which the United States home appliance market wash clothes dryer Market Capacity about 16 million units, about 21% of the capacity of the global market. So Haier to become the true sense of t

28、he worlds first home appliance brand, the development of the U.S. market is essential. (5) The support of Chinas national policy. Chinese government to encourage national enterprises to go abroad, to the world, but also for export enterprises to provide a series of preferential policies, such as exp

29、ort tax rebates, etc.3.Market research undertaken prior to market entry（1）Market segmentationHaiers research and development and market sales staff will be fine differentiation of the market is attributed to the style breakdown, segments, export segments and geographical segments of the four categor

30、ies. Style subdivision can be divided into European style, Asian style and American style. By class division, can be divided into white collar and blue collar. Export direction can be subdivided into developed and developing countries. According to geographical segmentation can be divided into the S

31、outh and the north, rural and urban. Haier will be divided into four aspects of the market, for different aspects of different marketing strategies to take.（2）Market potential.Brand awareness. Haier brand in the United States home appliance market has been operating for 12 years, but the brand aware

32、ness is still relatively low, only 37%. Of course, this is more complex reasons: such as brand promotion into the number of funds, brand positioning is clear, brand positioning and product positioning is consistent, and so on. Haiers brand awareness also has a lot of room for improvement.Market shar

33、e. By 2011, Haier all kinds of household appliances refrigerator, washing machines, microwave ovens, television and other mediocre results, failed to achieve a major breakthrough. Market share there is a large room for improvement. We have not realized the scale of sales of electrical products. In the Unite