市场营销 英语论文

Introduction

This paper focuses on the combination of marketing, marketing mix and the impact of demand and supply and demand, through the analysis of Haier I want to learn more about what is corporate marketing mix, and by 4p + np Haier get what benefits

Haier is the largest brand in the world of home appliances, which was founded in 1984 in the city of Qingdao, the current Chairman of the Board, Chief Executive Officer of the Group Zhang Rui Min, Haier is the main founder. At present, Haier has established 21 industrial zones across the world, and five centers of R & D, 19 overseas trading companies, and employs more than 80,000 people around the world. 2011, Haier Group achieved a global turnover of 150.9 billion yuan, the brand value of 96.28 billion yuan, 11TH year in a row a list of the most valuable brands in China. Haier Group, the desirable 164 elementary school and with the help of High School hopes to produce 212 sets of Sciences cartoon "Haier Brothers", which is part of the Olympic Games in Beijing in 2008, sponsors the only white in the world. Haier to create its own brand in the country, local, and increase the Haier brand significantly reputation all over the world.

Chapter I Marketing Mix

Definitions of Marketing Mix

Marketing mix is the combination of corporate marketing activities applied various uncontrollable factors. In the early 1950s , according to the demand centers on the marketing concept , Professor McCarthy put the controllable factors of corporate marketing activities grouped into four categories, namely product, price, distribution channels and marketing , therefore , proposed marketing 4 ' portfolio .

2. How the marketing mix meets the market’s needs and requirements From the marketing point of view, the essence of marketing is to satisfy the needs of consumers and create their own value and corporate profits. This is a prerequisite for consumer demand for a variety of consumer goods, from luxury to household items, these products give consumers the convenience of life increase, creating a market for consumer goods, and consumers in use of the process through the use of monetary cost to get this kind of convenience or is satisfied, then such an exchange process can be simply interpreted as marketing. Marketing from commodity marketing to the current relationship marketing, marketing partners in the development process perspective, presents the development of a diverse trajectories, radioactive. Chapter II Explain the various elements of the marketing mix in Haier

1. Product

First of all Haier products, services are divided into pre-sale and after-sale three areas. In services by the market mainly in Haier Haier using Internet them comfortable - e-commerce platform site for potential customers to provide financing platform for information, it is "one of the two networks" as the basis, and the user to maintain a distance, and to meet individual customer needs quickly .Name" is the brand loyalty, brand awaren ess and customer. "Two networks” refers to Haier's sales network and payment networks. Haier worldwide sales, distribution and service network as well as between banks and payment networks, both for its convenient e-commerce services to

provide a guarantee. Internet era is the era of information explosion, Haier to use information for development. Through the website, Haier can gather a lot of information and user feedback. These users trust and loyalty is the greatest wealth Haier Haier . B2C e-commerce from the point of view , he promotes businesses and consumers continue to deepen exchanges, such exchanges a full range of brands and services to enhance the value of the enterprise .

In the course of the sale of services, Haier implementation of the "no moving service" in areas where conditions permit, to provide customers buy Haier delivery, installation place, site commissioning, technical services such visits during the month. All Customers buy Haier Haier's products can enjoy "Star Service." For Haier's products, the first of its excellent quality and there is an important prerequisite for the protection of the smooth conduct of its sales website. Haier has realized the network management, network marketing, network services and network procurement, so the Haier website in addition to suppliers can enjoy purchasing, orders, sales through-train service, customers can also get personalized service, achieve online purchase and convenient online payment service, which also reduces the cost of the supplier to protect the interests of its customers, and ultimately the tripartite win-win situation

It is worth mentioning that the service aspect of Haier, keep in touch with the user through the computer and other advanced means of solving problems in a timely manner, in order to compensate for the work of a hundred percent enthusiasm millionth errors that may exist. Haier achieved sales tracking, on-site service, problems arise reply within 24 hours so that users no worries. On the Haier website, this provides a convenient channel for Haier users. Haier good service for its next sales do the best promotion is the main way to enhance customer satisfaction and loyalty, but also become an important way to foster the spread of Haier reputation and image.

2. Place

Haier to provide consumers with a convenient service channels. On March 11, 2009 in Guangzhou Daily said Zhang Ruimin, Haier Group's internal meeting, said:. "Haier future development, the transition from manufacturing to manufacturing service specific approach is to outsource production, the energy used in the development and the channel services.”This shows that Haier will begin its focus from manufacturing special service type. Haier early as 2004 recognized that the nature of their object is - people. Therefore, Haier is also reflected in the service customers for the sake of ideology. Haier to meet competition, in 2002, built up a nationwide service network. Entire network covering the country's one, two, three markets. In the moment, home appliances activities, Haier in the rural market competition, set up three networks. The county stores down spontaneously spread to the town , township, village , forming a " sales to the village ," the marketing network ; establish distribution points in more than 2,000 counties , to form a " delivery to the door ," the logistics network ; build 73000 village-level network stations , more than 4,300 service outlets stars form a " home service " service network . These data show that the efforts made in the service channel Haier . The transition to manufacturing services , you want to meet the needs of the national market, the majority of the service channel construction area is necessary , because the success of the service sector in addition to providing high quality services, to provide convenient services to consumers to experience the service channel the key , which not only provide convenience for consumers to buy , but more importantly also for improving the quality of services has increased the stakes

3. Price

Haier their businesses according to their characteristics, to a certain extent, taken skimming pricing. In the domestic market, Haier prices Raiders fairly successful. Consumers in China’s increasing emphasis on brand today, consumers prefer to buy brand louder, better reputation, excellent services, products with higher prices. And considering the price factor alone at a good price compared to modern consumers are increasingly rational choice which is not very cheap poor quality products. Of course,

Haier set up a higher price in similar appliances also benefit compared to other domestic appliance manufacturers, its good performance in the same industry -leading technology patents and its most commendable quality service and good value for money. Haier has always been a brand, service , product innovation, meticulous management model to strengthen their market position and continue to increase market share and win , who insisted on not compete on price in the industry for all to see things . Even so in recent years, Haier white goods market share of the top five worldwide , and its products also get the majority of consumers agree .

4. Promotion

Promotion strategy in the service of Haier, Haier, Haier did not fix his eyes on some specific commodities, but hope that through promotional activities to improve the amount of product sales and market share in a specific period of time. Haier's promotional variety of ways, such as Haier's "Million movie" campaign, in August 1996 to the end of 1999, Qingdao Haier Refrigerator Co., Ltd. have been put nearly 10 million yuan for farmers 139 counties screenings ten thousand movie. Haier before each movie screenings always want to put some feature films, not only about the content of propaganda "Haier" and products, but they also focus on the development of China's national publicity roads household electrical appliance industry and its position in the international market competition; According to " Service Review "June 15, 1997 reported:" Nanjing's first consumer commencement ceremony held at the Pacific School shopping malls, more than 50 technicians from Qingdao consumers listened Air Conditioning Co., the waiter on how to buy air conditioners, air conditioners maintenance and other aspects of knowledge presentation. "; Haier Group in collaboration with the East leaves the cartoon" Haier Brothers ", Haier Investment ages cartoon art market, in the form of animation to establish the Haier brand promotion Haier corporate culture.

These seemingly Haier marketing tactics, in essence, corporate culture promotion strategy, brand, service, market, Haier effect results achieved double harvest. But also

to see the direction of Haier's marketing strategy from the "market-oriented" to the "image-oriented"

Haier will produce and activities are all incorporated into the conventional mold, spread and maintain a good corporate image of the main goals, and hope that through this good corporate image of the shape, propagation and maintenance process to achieve the target to guide the behavior of the public, and ultimately Maximize business concept of long-term interests of enterprises and society.

5. People

Quality service is the variability in the service because the service is a "person" as the center, there is seldom a mechanized production, so different people will have different service service behavior, even with a service staff, it is difficult to guarantee service standardization.

In order to enable staff to meet the standards consistent behavior, Haier launched the "International Star train service" in star service. Its core content is from Chen goods design, manufacturing, purchasing, design services from home to home installation, use of the product to a return visit from the services continue to meet the needs of new users, and through concrete measures to make the development, manufacture, sale, sale , sale, visit six aspects of service institutionalized and standardized. Refinement of this star is "five." Behavior of all personnel are reflected Haier Haier corporate image, reflecting the Haier officer "service to be" faith.

6.Demonstrate tangible services

Demonstrate tangible service means the customer service process can be directly perceived and prompt service information tangibles . Divided up from the constituent elements can be divided into physical environment display, information display and communication prices show Haier in showing the physical environment : display in shopping malls , such as Gome, Suning and other home appliances such as no particular advantage, but on the Internet Shopping on this platform, Haier using its advanced information technology to allow consumers to experience online shopping quick and equal enjoyment of services actually purchased , and indeed presents Haier

quality and considerate service mode, make customers enjoy the convenience of buying also, get the chance to learn more about Haier . In terms of information communication, the same Haier offers a similar use of the Internet, “face to face" channel for potential customers to solve consumers worried after purchase, plus Haier good word of mouth, making Haier's products are more people pro-gaze and trust. Of course, the most important advertising delivery methods, Haier has gone beyond the primary stage of products and services advertised, and then enter the promotional corporate culture, establish an advanced stage of the corporate brand. Haier each ad in addition to meet consumer demands, but also show that the rise of a national brand. The price display, since services are intangible, service invisibility makes visibility factors play an important role in purchasing decisions made for customers, the price level as a basis for consumers to determine the level of service and quality. Most consumers feel the price is higher than similar products of Haier home appliances , but Haier able to get consumer recognition , the price is obviously a very sensitive factor, because at such high prices that consumers get a lower purchase time, effort and cost of other companies to bring high-quality service . So in general, the higher is the cost of Haier products with other products than its advantages

7. Process

The service process is the process through certain procedures, mechanisms and activities to be achieved. It can be arranged from the policies and objectives of the service, service procedures, services, methods, service personnel, service engagement, codes of practice, activity flow started.

Haier's advertising slogan is - to be sincere, will be able to meet the consumer mind on. GM's former president, Jack` Welch once said, Haier through sincere service , continue to meet user services in a product and a new expectation is that consumers get the creature comforts also get spiritual meet on .

Haier own service concept positioning, soil survival Haier is the user. Haier always put the needs of consumers regarded as a source of business survival, Haier continue production to meet customer demand for all products, because they were convinced

that the user is on , the user is god , just continue to provide users with the most satisfactory products and services , will give the user the best interests of the enterprise .

On Haier's service policies , Haier all of its products according to the level of maintenance and transportation costs provides different levels of detail maintenance costs , truly fair and open justice . Haier's " one-stop" service process gives a perfect eight steps , while Haier is to establish the concept of marketing through service , Haier believe that only through sustained release family-oriented , able to meet the needs of potential users of the new service initiatives , customers and achieve zero distance . In services, Haier home from the 1985 proposed "four noes" ; into 2008 that " 1 +5" sets a composite service , every year during the service mode Haier will have some changes. 13 years, we see innovation in the service of Haier , "sincere forever" sincere beliefs , as well as Haier intimate care to consumers , which makes Haier position in the minds of consumers a step in the upgrade. Have to say , Haier, really do , but also very well done .

Conclusion

Through analysis, Haier products mainly from the price, product, promotion, distribution channels, physical evidence, and staff to start. Product quality, affordable, also conducted a variety of promotions, through physical evidence to improve their value. And continue to understand the needs of consumers, to change themselves, and quality service to treat every consumer in order to improve the company's image. Haier Haier marketing strategy makes good visibility and reputation have become big business, we can see that a business must have its own unique marketing strategy to secure market access to consumers.

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