Marketing strategy analysis of Haier海尔营销策略分析.docx
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Marketing strategy analysis of Haier海尔营销策略分析.docx
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MarketingstrategyanalysisofHaier海尔营销策略分析
MarketingstrategyanalysisofHaier
Abstract:
Withthedevelopmentofglobaleconomicintegration,Haier,astheleadingenterprisesofChinesehouseholdappliances.Howtoconductinternational
marketingefforts,especiallyindevelopedcountriesliketheUnitedStates,isputinfrontofthepriority.In2010,Haierbrandachieved6.1%marketshareofwhite
goodsinwholeworld.ButitssalesaremainlyconcentratedinAsia、AfricaandLatinAmericadevelopingcountrieswhichincludingChina.salesisnotidealandlowbrandawarenessinU.S.TheUnitedStatesistheworld’slargesteconomy,isoneofthecountriesoftheworld’shighest1evelsofconsumption.Worldfamousgathered,hugemarketpotential,highqualityrequirementsforconsumerproducts,strongpurchasingpower.TheonlywayforHaiertobecomeatruesenseoftheworld’sfirsthouseholdappliancebrandistodeveloptheU.Smarketsuccessfully.WiththeincreasingnumberofcompetitorsintheU.Sappliancemarketandcompetitorsisgettingmoremature,Haier,asanewentrant,howtoquicklyincreasebrandawareness,expandmarketshareand1etthelargehomeappliancescalesaled.alloftheseiswhatHaierneedtofacewhenhecompeteintheU.Smarket.
Thispaperisbasedonthebasictheoriesandmethodsofmarketingstrategy,
integratedusetheinternationalmarketingandotheranalysistoolstostudyonHaierhouseholdappliancesmarketingstrategyinUnitedStates.
KeyWords:
Haier;Culture;Marketingstrategy
1.Theproductandthefirm
Haiergroupwasfoundedin1984。
From1984to2016of32years,Haiertothespiritofentrepreneurshipandinnovationeffortstoopenupthehouseholdappliancesindustry,toenterthemedical,insurance,andrealestateindustryinhomeapplianceindustrydevelopmentandgrowth,hasbeenfromaisonthevergeofcollapseofsmallhouseholdelectricalappliancesenterprisedevelopmentbecomehavemorethan7millionemployees,29manufacturingplants,8researchcenters,19tradingcompany,135。
7billionyuanturnoverofglobalizationlarge-scalegroupcompanyintheworld。
InChina,Haierhasafter9consecutiveyearswonthemostvaluablebrandlist;intheworld,2010globalwell-knownmarketresearchfirmEuromonitorInternationalreleaseofhouseholdelectricalappliancesmarketsurveyresultsshowtheHaierbrandto6。
1%whitehomeappliancesmarketpossessionratewontheworld’sfirsthomeappliancebrand。
Amongthem,theHaierrefrigerator,washingmachineandrefrigeratorrespectivelyto10.8%,9。
1%and14.8%brandretailvolumeofrankingfirstintheworld.HaierthereforeistheUnitedStates,”newsweekly"websiteasoneoftheworld’stopteninnovativecompanies.
HaierasearlyastheendoftwentiethCenturybegantoopenuptheU.S.homeappliancemarket。
1999,undertheguidanceoftheinternationalizationstrategyofHaiergroup,HaierintheUnitedStatestoestablishaHaierrefrigeratorproductionbaseinSouthCarolina,2000begantoinvestinproductionandgraduallyopenthemarketthroughhighqualityandpersonalizeddesign.2002,HaierinNewYorkCityBroadwaytobuyoriginalGreenwichBankbuilding,alandmarkbuildingasoneofNorthAmerica’sheadquarters,inHaier’scasethisisaqualitativeleap,onbehalfoftheHaier’scommitmenttotheUnitedStatesmarket,HaiertorootsintheUnitedStatescontinues.HaierUnitedStatesbranchwasfounded,thereareonly13employees,only2varietiesofproductssoldinthemarket,4models,thecurrentsalesoflessthan$30million。
By2010,HaierintheUnitedStatessubcompanyhasdevelopedbecomehavemorethan200employees,salesof12categories,morethan2000typesofproducts,HaierhouseholdappliancesintheUnitedStates,thecumulativesalesofmorethan4000millionunits,therealizationofthebirthofeverythreeminutesaHaierusersofsuccess,thecompoundannualgrowthratereached35%,theannualsalesofcloseto$6billionbrandlocalization.Justlike,HaierhasbeenintheUnitedStateshomeappliancemarkettogainafirmfoothold。
However,HaierhomeappliancesmarketintheUnitedStatesisstillfacedwithlowbrandawarenessandlowmarketshare,everybodyelectricproductsisnotsalesscaleissues,thisarticleisinthiscontextofHaierhouseholdappliancesintheUnitedStatesmarketmarketingstrategyofinvestigationandstudy.
2。
Marketinganalysisdecisionspriortoentry
TheUnitedStatesmarketisaverymaturemarket,istheworld’smostdifficulttoenterthemarket。
ManyAsiancompaniesareplantedrightinthismarket。
Acer,Taiwan,spent$about1000000000inthepast10yearsintheUnitedStatestosellitsbrand,butfinallybecauseofaseriouslossoftheUnitedStatestowithdrawfromthemarket.DuetothedifficultyofenteringtheU.S.market,China’sDomesticCompanycurrentlymainlythroughthewaytoentertheUnitedStatestotakeasingleproductionorOEMmarket。
Forexample,Kelon,inSoutheastAsiaandHongKongsaleshitisitsownbrand,butsalesintheUnitedStatesandEuropeareOEMwaythatitexportsproductstotheUnitedStatesintheAmericancompany’sbrandsales。
Forexample,WAL-MARTiscurrentlyinthechainstoresalesMagicChefbrandisthedesignandmanufactureofKelonrefrigerator.CurrentlyintheU.S。
market,Chineseproducts,hittheChinesebrandenterprises,Haieristhefirst。
Haierrefrigeratorhasbeennamedasthebest—sellingproductsintheUnitedstates.Thewell—knownAmericanmagazine”twice"thenation’sbestsellinghomeapplianceswerestatistically,Haier(600690)refrigeratorwithGE。
WhirlpoolandotherworldfamoustogethertobecomeAmerica'sbest—sellingproducts,includingHaierastherepresentativeofallkindsofsmallrefrigeratorsalesgrowththefastest,theaveragespeedaccordingto23。
9%ooffstatistics,HaiertwotypesofrefrigeratorBClllandbc50isAmerica’smostpopularsmallrefrigerator,inSeptember2000statisticsranked2and4(August2000rankingwasNo.1andNo.2).TheUnitedStateshomeappliancemarket,thefamousbrand,competitive,almostalltheworldfamousbrandarena.HaiercantakeitsownbrandintheU。
S.markettooccupyaplace,Haierproductshavebeenfullyequippedwiththeabilitytoparticipateintheinternationalhighlevelofcompetition。
HaierchosetofocusonthedevelopmentoftheU.S.market,themainreasonsareasfollows:
(1)ForeignhomeapplianceenterprisestoentertheChinesemarket。
AfterChina'saccessiontotheWTO,theforeignhouseholdelectricalapplianceenterpriseshavelandedinChina,"rushingtoeatmeat,Chinesehouseholdelectricalapplianceenterprisesinconsideringhowtodefend。
Howtokeepthedomesticmarketatthesametime,begantoconsidermorehowtomovetowardtheworld,toopenupoverseasmarkets。
(2)Domesticmarketdemandsaturationofdomestichomeapplianceenterprisescompetition.Chinesehouseholdelectricalapplianceindustryinthelate1990s,duetomarketsaturation,competitionisfierce,playingthepricewar,homeapplianceindustryprofitsthinasablade,resultinginhouseholdelectricalapplianceenterprisesmustlookfornewmarkets,achievenewbreakthroughs。
(3)Haierglobalizationstrategy.Haierinthecontextoftheglobalizationstrategyguide,takeglobalization"firstafterthedifficulteasy"strategy,firstenterthedevelopedcountriesestablishabrand,marketandpotentialtooperatefromastrategicallyadvantageouspositionoftheoccupationofdevelopingcountries。
(4)ThegreatattractionoftheUShomeappliancemarket.TheUnitedStatesisoneofthecountrieswiththehighestlevelofconsumptionintheworld,theworldfamousbrand,themarketpotentialishuge。
Towashingmachinesasanexample,accordingtoEuromonitordata,globalcapacityofthewashingmachineis7753millionunits,whichtheUnitedStateshomeappliancemarketwashclothesdryerMarketCapacityabout16millionunits,about21%ofthecapacityoftheglobalmarket。
SoHaiertobecomethetruesenseoftheworld’sfirsthomeappliancebrand,thedevelopmentoftheU。
S。
marketisessential.
(5)ThesupportofChina’snationalpolicy.Chinesegovernmenttoencouragenationalenterprisestogoabroad,totheworld,butalsoforexportenterprisestoprovideaseriesofpreferentialpolicies,suchasexporttaxrebates,etc..
3.Marketresearchundertakenpriortomarketentry
(1)Marketsegmentation
Haier'sresearchanddevelopmentandmarketsalesstaffwillbefinedifferentiationofthemarketisattributedtothestylebreakdown,segments,exportsegmentsandgeographicalsegmentsofthefourcategories。
StylesubdivisioncanbedividedintoEuropeanstyle,AsianstyleandAmericanstyle.Byclassdivision,canbedividedintowhitecollarandbluecollar。
Exportdirectioncanbesubdividedintodevelopedanddevelopingcountries.AccordingtogeographicalsegmentationcanbedividedintotheSouthandthenorth,ruralandurban.Haierwillbedividedintofouraspectsofthemarket,fordifferentaspectsofdifferentmarketingstrategiestotake。
(2)Marketpotential
Ⅰ。
Brandawareness.HaierbrandintheUnitedStateshomeappliancemarkethasbeenoperatingfor12years,butthebrandawarenessisstillrelativelylow,only37%.Ofcourse,thisismorecomplexreasons:
suchasbrandpromotionintothenumberoffunds,brandpositioningisclear,brandpositioningandproductpositioningisconsistent,andsoon。
Haier’sbrandawarenessalsohasalotofroomforimprovement。
Ⅱ.Marketshare。
By2011,Haierallkindsofhouseholdappliancesrefrigerator,washingmachines,microwaveovens,televisionandothermediocreresults,failedtoachieveamajorbreakthrough.Marketsharethereisalargeroomforimprovement。
Ⅲ.Wehavenotrealizedthescaleofsales
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