海尔营销策略分析

Marketing strategy analysis of HaierAbstract: 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 priorityIn 2010, Haier brand achieved 6.1 market share of whitegoods in whole worldBut its sales are mainly concentrated in Asia、Africa and Latin America developing countries which including Chinasales is not ideal and low brand awareness in U.SThe United States is the worlds largest economy, is one of the countries of the worlds highest 1evels of consumptionWorld famous gathered，huge market potential， high quality requirements for consumer products，strong purchasing powerThe only way for Haier to become a true sense of the worlds first household appliance brand is to develop the U.S market successfullyWith 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 saledall of these is what Haier need to face when he compete in the U.S marketThis paper is based on the basic theories and methods of marketing strategy, integrated use the international marketing andother analysis tools to study on Haier household appliances marketing strategy in United States.Key Words: Haier; Culture; Marketing strategy1. The product and the firmHaier 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 worlds 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 worlds 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 Americas headquarters, in Haiers case this is a qualitative leap, on behalf of the Haiers 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 entryThe United States market is a very mature market, is the worlds 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, Chinas 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 companys 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 nations best selling home appliances were statistically, Haier (600690) refrigerator with GE. Whirlpool and other world famous together to become Americas 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 Americas 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 famousbrand arena. Haier can takeits 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 ofthe U.S. market, the main reasons are as follows:(1) Foreign home appliance enterprises to enter the Chinese market. After Chinas 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.(4) The great attraction of the US home appliance market. The United States is one of the countries with the highest level of consumption in the world, the world famous brand, the market potential is huge. To washing machines as an example, according to Euromonitor data, global capacity of the washing machine is 7753 million units, which the United States home appliance market wash clothes dryer Market Capacity about 16 million units, about 21% of the capacity of the global market. So Haier to become the true sense of the worlds first home appliance brand, the development of the U.S. market is essential.(5) The support of Chinas national policy. Chinese government to encourage national enterprises to go abroad, to the world, but also for export enterprises to provide a series of preferential policies, such as export tax rebates, etc.3. Market research undertaken prior to market entry(1) Market segmentationHaiers research and development and market sales staff will be fine differentiation of the market is attributed to the style breakdown, segments, export segments and geographical segments of the four categories. Style subdivision can be divided into European style, Asian style and American style. By class division, can be divided into white collar and blue collar. Export direction can be subdivided into developed and developing countries. According to geographical segmentation can be divided into the South and the north, rural and urban. Haier will be divided into four aspects of the market, for different aspects of different marketing strategies to take.（2）Market potentialI . Brand awareness. Haier brand in the United States home appliance market has been operating for 12 years, but the brand awareness is still relatively low, only 37%. Of course, this ismorecomplexreasons:suchasbrandpromotionintothenumber of funds, brand positioning is clear, brand positioning and product positioning is consistent, and so on. Haiers brand awareness also has a lot of room for improvement.II. Market share. By 2011, Haier all kinds of household appliances refrigerator, washing machines, microwave ovens, television and other mediocre results, failed to achieve a major breakthrough. Market share there is a large room for improvement.III. We have not realized the scale of sales of electrical products. In the United States, large capacity is the mainstream and trend of home appliance products. Take the washing machine as an example, with the development of society,the mainstream capacity of washing machine has been made by3.0.3. 5 cubic feet, up to 3.5.4.3 cubic feet. And Haier in the United States home appliance market sales are still small household electrical appliances, we have not realized the scale of sales of electrical products. Large capacity drum washing machines accounted for more than 90% of the share, while Haiers large drum washing machine failed to be displayed in the channel site.4. Evaluation of the market environment（1）Economic environment is an important environmental factor influencing the marketing activities of enterprises, including income, consumption expenditure, government expenditure, industrial structure, money supply, interest rates, economic growth rate factors, this section only on income factors, industrial structure were analyzed.I .High gross national productThe gross national product is an important indicator to measure a countrys economic strength and purchasing power. The faster growth of the gross national product, the greater the demand and purchasing power of the commodity, and vice versa. The growth of consumption in any country is due to the development of the whole macro economy. The United States has a highly developed modern market economy, is the worlds first economic power, in 2011 the U. S. GDP up to 15.065 trillion dollars, ranked No. 1 in the world, per capita GDP is $48147 world ranking 9th place.II .Industrial strueture to service industryTheUnitedStatesindustryisfocusedonthethirdindustry with high added value, that is, the service industry. 3/4 of the countrys workforce is engaged in service industry. Americas tourism industry is very developed, ranking third in the world. The United States first industry, agriculture, forestry, animal husbandry and fisheries, although only 1% of GDP, but its exports accounted for more than half of the worlds agriculturalexportmarket.Istheworldslargestexporterof agricultural products, its main agricultural products include corn, wheat, sugar and tobacco. The second industry manufacturingenergyconstructionindustryaccountedfor20.4% of GDP, industrial products mainly includes the airplane, automobileandelectronicproducts,theUnitedStateshasrich mineral resources, including gold, oil and uranium. However, mostof itsenergy supply relyonimports. Haierinthefuture development, should make full use of the third industry in the United States financial, scientific research, retail,entertainment, law and other resources.（2）Policy and legal environmentThe United States has a set of strict protection of the interests of its domestic producers of import management system, the main management measures:I .tariff protectionII .a nti dumpingIll.a nti subsidyW.technical enforcement measures（3）Cultural environmentI. Self oriented valuesTraditionally,Americans have a positive, affordable, hard work and a rich belief in personality traits. And with the sufferingintheformer,theenjoymentofthecharacterinthe post.ThestartofWorldWarIIwhiteAmericansbegantoleisure and pleasure. This trend has been accelerated in 1970s and 80 years of development. These changes greatly affect consumer behavior and marketing activities.I.Environmental oriented valuesTraditionally, Americans have always advocated cleanliness,change,performance,adventure,problemsolving, andtheconquestofnature.Althoughthesevaluesarenotshaken, they are going through some big changes.III. The value of ot hers orie ntedThe United States is an advocate of individualism, encourage competition, pay attention to the male temperament and youthful vitality, while advocating nuclearThe society of the heart family.In summary, these characteristics of the Americans created the characteristics of the change of the consumer market, fair and free competition, Haier in carrying out the work in the United States should respect the American active, diligent and publicity personality.5. Market entry（1）The size of the US household appliances market U.S.householdappliancemarketcapacityishuge,in2009the market capacity of about 47 million units, is the worlds home appliance market share of about 1/3. The refrigerator, washer dryer, air conditioning （including dehumidifier）, cooking appliances accounted for 31%, 31%, 20% and 18%.（2）Characteristics of the United States household electrical appliances industryThe characteristics of American household appliances industry are mainly:I .fierce competition. Most of the home appliance market share mainly in Whirlpool, GE, ileksi, LG and other manufacturers in the hands of. The whirlpool, Kenmore (Sears custom brand), 6e, Electrolux brands occupy the market share of 90% of the refrigerator and freezer products, wash clothes dryers 91.5% market share, 88.3% of the kitchen appliances market share, air-conditioning 51.7% of the market share, which especially whirlpool brand, occupy most of the market share in home appliance market.II .To invest more money. Due to enter the home appliance industry to require more capital to invest, there are few new brand building, only the old brand was acquired and the rise of some brands. In 2005 the United States Centennial brand Maytagiswhirlpoolto$23billionacquisition,exacerbatedby the United States market brand concentration and high competition.SouthKoreaLGintheUnitedStatesmarketthree, forty years after the beginning of the high-end, technology, elegant brand image of the rise, and at a faster rate of growth. Because LG enter, washer dryer four brand market share from 80% in2003downto74.5%in2006,whichalsoshowstheUnitedStates home appliance market for the new brand will still have the opportunity.III. Global compe tition. The global home appliance gia nts competition is gradually breaking the boundaries of the country, theyareintheglobalscopeoftheproductionandmarketlayout. These home appliance enterprises prefer to set up factories in countries with low labor costs, such as China, Southeast Asia and Latin American countries. At the same time they also increased marketing efforts in the strategic market.IV. To accelerate the pace of asset restrueturing. With the fierce competition in the home appliance industry, the global scope of the reorganization of assets is accelerating. In 2005, Whirlpool acquisition of its rival Metek, more solid in the UnitedStateshomeappliancemarketinthefirstplace.InMay 2009, Haier takeover of the Australian household electrical applianceenterprisesFisher&Paykel(Fisher&Paykel) 20% of the equity, which not only help to Haier in Australia, New Zealand, the rapid growth, but also help Haier and Fisher & Paykel rapidly in the global range to cooperate.(3) Haiers home appliances market in the United States are faced with the opportunity, the threat is as follows:I opportunities for market capacity, high potential and high level of consumption.II opportunities for aging.III opportunities and threats to the financial crisis.IV the threat of anti-dumping countervailing.6. The marketing mix（1）Advertising strategy.In the production of advertising program, Haier should firstdeterminethetarget marketandbuyers motivation.Haier can try to investigate the response of consumers to the new advertising program through advertising, to ensure the success of the advertising investment. Advertising sales effect is difficulttomeasureintheshortterm,butitslong-termimpact on the formation of Haiers sales will bring about.（2）Brand positioning strategyGood brand positioning can help enterprises to develop marketing strategy, know the target consumer groups to determine the hope of reaching the target and find the right way to achieve. At present, Haier in the United States home appliance market withHmerbrand sales of all high school low series products, give people the impression that the brand positioningfuzzy.Haierneedsinthefuturedevelopmentofthe U.S. market, the breakdown of consumers, different sub brands to locate different consumers, to meet the needs of different consumers.（3）After sales service strategyAt present, Haier after-sales service network and system is not perfect, Haier can be through the search for the right after-sales service to help Haier third to complete the service. But in the long run, with the Haier home appliances sales promotion, Haier and to establish a famous brand in the United States, must be in the United States established their own after-sales service network and system to reduce complaints, and to enhance the reputation. Haier in after-sales service network planning should be comprehensive consideration of the densely populated, traffic convenience, Haier in the area of sales, Haier has entered and to enter the retail channels in the region number of stores and other factors, optimize resources, better guarantee the market expand.7. International Competitive Marketing Strategy （1）Strategic alliance strategyIn the United States, Sears, Lowe s, home depot and best buy4 large national chain channels occupy the market share of 65% of the appliance market sales, Haier to think in the United States market rapid expansion, the realization of all electrical products in the sales of the chain channels scale, it should be with the United States 4 national chain channel one or big household electrical appliance enterprises to form a close strategic alliance. Strategic alliance is a kind of cooperative relationship, in which two or more enterprises combine the resources and the ability to create the common competitive advantage.（2）Localization strategyHaier must be through the implementation of including product localization, localization of talents, the marketing localization, localization strategy to improve products, personnel and enterprise competitive advantage and enterprises on the market reaction speed, avoid anti