marketingstrategyanalysisofhaier海尔营销策略分析.pdfVIP

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 countrieswhich 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 atrue sense of the world ’s first household appliance brand is to develop the U.Smarket 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 hecompete in the U.Smarket． This paper is based on the basic theories and methods of marketing strategy, integrated use the international marketing and other analysis toolsto study onHaier 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