海尔营销策略分析

Marketing strategy analysis of Haier Abstract: 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 priority．In 2010, Haier brand achieved 6.1％ market share of white

goods in whole world．But its sales are mainly concentrated in Asia、Africa and Latin America developing countries which including China．sales is not ideal and low brand awareness in U.S．The United States is the world’s largest economy,is one of the countries of the world’s highest 1evels of consumption．World famous gathered，huge market potential，high quality requirements for consumer products，strong purchasing power．The only way for Haier to become a true sense of the world’s first household appliance brand is to develop the U.S market successfully．With 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 saled．all of these is what Haier need to face when he compete in the U.S market．

This 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 and the firm

Haier 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 been 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 China, 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 won the world's

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 world's top ten innovative companies.

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 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 America's headquarters, in Haier's case this is a qualitative leap, on behalf of the Haier's commitment 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 company 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 compound 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 market 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 entry

The United States market is a very mature market, is the world's 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 difficulty of entering the U.S. market, China's 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 way that it exports products to the United States in the American company's 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, Haier is the first.

Haier refrigerator has been named as the best-selling products in the United states. The well-known American magazine "twice" the nation's best selling home appliances were statistically, Haier (600690) refrigerator with GE. Whirlpool and other world famous together to become America's 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 America's most popular small refrigerator, in September 2000 statistics ranked 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 participate 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 China's accession to the WTO, the foreign household electrical appliance enterprises 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 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 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 strategically advantageous position of the occupation of developing countries.