Marketing strategy analysis of Haier海尔营销策略分析范本模板Word格式.docx
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Marketing strategy analysis of Haier海尔营销策略分析范本模板Word格式.docx
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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。
Wehavenotrealizedthescaleofsa
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