海尔国际营销教案分析.ppt

国贸1202 马丹怡 Companys brief introduction 1984:being established Founder:Zhang Ruimin 61 world trade company Employees：more than 80，000 Turnover：163，100，000，000 CNY Patent ：more than 10，000 1、Introduction the worlds fourth largest white goods manufacturer The Worlds 500 Most Influential Brands in 2006 Brand value : 96.28 billion in2012 Occupy 8.6% in the white applicant market under the marketing survey of Euromonitor in 2012 2、Reputation 3、proudct 1、Household appliance 2、Digital products 3、Medical equipment 4、Home American Guyana Southeast Asia European Middle East Africa 60% 20% 16% 87 countries (regions) One Single Integrated Mode The brand shaping sell service instead of products the profit increase 38% (2007-2011) hit 76 refrigerators reminding the quality of products Marketing Case Brand strategy Marking strategy Three of one-third Domestic production and domestic sales Domestic production and Overseas sales Overseas production and overseas sales * Different types of international market entry mode manifestations * Haier Group to enter the international market model 1、 Invest in factories 投资建厂 美国市场 1999年，建立了美国海尔工业园，雇用当地员工，在本地生产家电产品，通过高质量和个性化设计逐渐打开市场 * 2001年，海尔集团海尔以800万美元收购意大利迈尼盖蒂冰箱工厂，这是海尔集团通过并购海外市场上的其他公司而在国外建立独资企业 并购厂房 欧洲市场 2、Mergers and acquisitions workshop * 2000年，海尔与突尼斯 Hachicha 集团在突尼斯合资成立工厂 HHW，在本地生产经营。还与英国 PZ 集团签订合资协议，在尼日利亚成立合资工厂，进行联合品牌 Haier-Thermocool 、冰箱、冷柜、空调的组装以及销售。这都是海尔集团通过合资的方式在国外建立的合资企业 合资建厂 非洲市场 3、joint venture * Product Global Localization Examples: European countries → Haier inverter refrigerator Aerospace Adapt to European consumers on energy conservation and environmental protection appliances high demand 1 * 海尔迎合欧美文化 1、Large amounts of food storage . 2、family party、Candlelight dinner 3、As elegant as art、All these make our life better 、Life with style * Price Penetration Pricing Haier, the use of market penetration pricing strategy is a relativel