MarketingstrategyanalysisofHaier海爾營銷策略分析

1、MarketingstrategyanalysisofHaierAbstract:Withthedevelopmentofglobaleconomicintegration，Haier,astheleadingenterprisesofChinesehouseholdappliances.Howtoconductinternationalmarketingefforts,especiallyindevelopedcountriesliketheUnitedStates，isputinfrontofthepriorityIn2010,Haierbrandachievedmarketshareof

2、whitegoodsinwholeworldButitssalesaremainlyconcentratedinAsia、AfricaandLatinAmericadevelopingcountrieswhichincludingChinasalesisnotidealandlowbrandawareness in The United States is the worlds largestisenneoomfyt,hecountries of the worldshighest1evelsofconsumWpotiroldnfamousgathered，hugemarketpotentia

3、l，highqualityrequirementsforconsumerproducts，strongpurchasingpowerTheonlywayforHaiertobecomeatruesenseoftheworldsfirsthouseholdappliancebrandistodevelopthemarketsuccessfullyWiththeincreasingnumberofcompetitorsintheappliancemarketandcompetitorsisgettingmoremature，Haier,asanewentrant，howtoquicklyincre

4、asebrandawareness,expandmarketshareand1etthelargehomeappliancescalesaledalloftheseiswhatHaierneedtofacewhenhecompeteinthemarketThispaperisbasedonthebasictheoriesandmethodsofmarketingstrategy,integratedusetheinternationalmarketingandotheranalysistoolstostudyonHaierhouseholdappliancesmarketingstrategy

5、inUnitedStates.KeyWords:Haier;Culture;MarketingstrategyTheproductandthefirmHaiergroupwasfoundedin1984.From1984to2016of32years,Haiertothespiritofentrepreneurshipandinnovationeffortstoopenupthehouseholdappliancesindustry,toenterthemedical,insurance,andrealestateindustryinhomeapplianceindustrydevelopme

6、ntandgrowth,hasbeenfromaisonthevergeofcollapseofsmallhouseholdelectricalappliancesenterprisedevelopmentbecomehavemorethan7millionemployees,29manufacturingplants,8researchcenters,19tradingcompany,billionyuanturnoverofglobalizationlarge-scalegroupcompanyintheworld.InChina,Haierhasafter9consecutiveyear

7、swonthemostvaluablebrandlist;intheworld,2010globalwell-knownmarketresearchfirmEuromonitorInternationalreleaseofhouseholdelectricalappliancesmarketsurveyresultsshowtheHaierbrandto%whitehomeappliancesmarketpossessionratewontheworldsfirsthomeappliancebrand.Amongthem,theHaierrefrigerator,washingmachinea

8、ndrefrigeratorrespectivelyto%,%and%brandretailvolumeofrankingfirstintheworld.HaierthereforeistheUnitedStates,newsweeklywebsiteasoneoftheworldstopteninnovativecompanies.HaierasearlyastheendoftwentiethCenturybegantoopenupthe.homeappliancemarket.1999,undertheguidanceoftheinternationalizationstrategyofH

9、aiergroup,HaierintheUnitedStatestoestablishaHaierrefrigeratorproductionbaseinSouthCarolina,2000begantoinvestinproductionandgraduallyopenthemarketthroughhighqualityandpersonalizeddesign.2002,HaierinNewYorkCityBroadwaytobuyoriginalGreenwichBankbuilding,alandmarkbuildingasoneofNorthAmericasheadquarters

10、,inHaierscasethisisaqualitativeleap,onbehalfoftheHaierscommitmenttotheUnitedStatesmarket,HaiertorootsintheUnitedStatescontinues.HaierUnitedStatesbranchwasfounded,thereareonly13employees,only2varietiesofproductssoldinthemarket,4models,thecurrentsalesoflessthan$30million.By2010,HaierintheUnitedStatess

11、ubcompanyhasdevelopedbecomehavemorethan200employees,salesof12categories,morethan2000typesofproducts,HaierhouseholdappliancesintheUnitedStates,thecumulativesalesofmorethan4000millionunits,therealizationofthebirthofeverythreeminutesaHaierusersofsuccess,thecompoundannualgrowthratereached35%,theannualsa

12、lesofcloseto$6billionbrandlocalization.Justlike,HaierhasbeenintheUnitedStateshomeappliancemarkettogainafirmfoothold.However,HaierhomeappliancesmarketintheUnitedStatesisstillfacedwithlowbrandawarenessandlowmarketshare,everybodyelectricproductsisnotsalesscaleissues,thisarticleisinthiscontextofHaierhou

13、seholdappliancesintheUnitedStatesmarketmarketingstrategyofinvestigationandstudy.analysisdecisionspriortoentryTheUnitedStatesmarketisaverymaturemarket,istheworldsmostdifficulttoenterthemarket.ManyAsiancompaniesareplantedrightinthismarket.Acer,Taiwan,spent$about00inthepast10yearsintheUnitedStatestosel

14、litsbrand,butfinallybecauseofaseriouslossoftheUnitedStatestowithdrawfromthemarket.Duetothedifficultyofenteringthe.market,ChinasDomesticCompanycurrentlymainlythroughthewaytoentertheUnitedStatestotakeasingleproductionorOEMmarket.Forexample,Kelon,inSoutheastAsiaandHongKongsaleshitisitsownbrand,butsales

15、intheUnitedStatesandEuropeareOEMwaythatitexportsproductstotheUnitedStatesintheAmericancompanysbrandsales.Forexample,WAL-MARTiscurrentlyinthechainstoresalesMagicChefbrandisthedesignandmanufactureofKelonrefrigerator.Currentlyinthe.market,Chineseproducts,hittheChinesebrandenterprises,Haieristhefirst.Ha

16、ierrefrigeratorhasbeennamedasthebest-sellingproductsintheUnitedstates.Thewell-knownAmericanmagazinetwicethenationsbestsellinghomeapplianceswerestatistically,Haier(600690)refrigeratorwithGE.WhirlpoolandotherworldfamoustogethertobecomeAmericasbest-sellingproducts,includingHaierastherepresentativeofall

17、kindsofsmallrefrigeratorsalesgrowththefastest,theaveragespeedaccordingto%ooffstatistics,HaiertwotypesofrefrigeratorBClllandbc50isAmericasmostpopularsmallrefrigerator,inSeptember2000statisticsranked2and4(August2000rankingwasNo.1andNo.2).TheUnitedStateshomeappliancemarket,thefamousbrand,competitive,al

18、mostalltheworldfamousbrandarena.Haiercantakeitsownbrandinthe.markettooccupyaplace,Haierproductshavebeenfullyequippedwiththeabilitytoparticipateintheinternationalhighlevelofcompetition.Haierchosetofocusonthedevelopmentofthe.market,themainreasonsareasfollows:(1) Foreignhomeapplianceenterprisestoentert

19、heChinesemarket.AfterChinasaccessiontotheWTO,theforeignhouseholdelectricalapplianceenterpriseshavelandedinChina,rushingtoeatmeat,Chinesehouseholdelectricalapplianceenterprisesinconsideringhowtodefend.Howtokeepthedomesticmarketatthesametime,begantoconsidermorehowtomovetowardtheworld,toopenupoverseasm

20、arkets.(2) Domesticmarketdemandsaturationofdomestichomeapplianceenterprisescompetition.Chinesehouseholdelectricalapplianceindustryinthelate1990s,duetomarketsaturation,competitionisfierce,playingthepricewar,homeapplianceindustryprofitsthinasablade,resultinginhouseholdelectricalapplianceenterprisesmus

21、tlookfornewmarkets,achievenewbreakthroughs.(3) Haierglobalizationstrategy.Haierinthecontextoftheglobalizationstrategyguide,takeglobalizationfirstafterthedifficulteasystrategy,firstenterthedevelopedcountriesestablishabrand,marketandpotentialtooperatefromastrategicallyadvantageouspositionoftheoccupati

22、onofdevelopingcountries.(4) ThegreatattractionoftheUShomeappliancemarket.TheUnitedStatesisoneofthecountrieswiththehighestlevelofconsumptionintheworld,theworldfamousbrand,themarketpotentialishuge.Towashingmachinesasanexample,accordingtoEuromonitordata,globalcapacityofthewashingmachineis7753millionuni

23、ts,whichtheUnitedStateshomeappliancemarketwashclothesdryerMarketCapacityabout16millionunits,about21%ofthecapacityoftheglobalmarket.SoHaiertobecomethetruesenseoftheworldsfirsthomeappliancebrand,thedevelopmentofthe.marketisessential.(5) ThesupportofChinasnationalpolicy.Chinesegovernmenttoencouragenati

24、onalenterprisestogoabroad,totheworld,butalsoforexportenterprisestoprovideaseriesofpreferentialpolicies,suchasexporttaxrebates,etc.researchundertakenpriortomarketentry( 1) MarketsegmentationHaiersresearchanddevelopmentandmarketsalesstaffwillbefinedifferentiationofthemarketisattributedtothestylebreakd

25、own,segments,exportsegmentsandgeographicalsegmentsofthefourcategories.StylesubdivisioncanbedividedintoEuropeanstyle,AsianstyleandAmericanstyle.Byclassdivision,canbedividedintowhitecollarandbluecollar.Exportdirectioncanbesubdividedintodevelopedanddevelopingcountries.Accordingtogeographicalsegmentatio

26、ncanbedividedintotheSouthandthenorth,ruralandurban.Haierwillbedividedintofouraspectsofthemarket,fordifferentaspectsofdifferentmarketingstrategiestotake.( 2) MarketpotentialI.Brandawareness.HaierbrandintheUnitedStateshomeappliancemarkethasbeenoperatingfor12years,butthebrandawarenessisstillrelativelyl

27、ow,only37%.Ofcourse,thisismorecomplexreasons:suchasbrandpromotionintothenumberoffunds,brandpositioningisclear,brandpositioningandproductpositioningisconsistent,andsoon.Haiersbrandawarenessalsohasalotofroomforimprovement.n.Marketshare.By2011,Haierallkindsofhouseholdappliancesrefrigerator,washingmachi

28、nes,microwaveovens,televisionandothermediocreresults,failedtoachieveamajorbreakthrough.Marketsharethereisalargeroomforimprovement.m.Wehavenotrealizedthescaleofsalesofelectricalproducts.IntheUnitedStates,largecapacityisthemainstreamandtrendofhomeapplianceproducts.Takethewashingmachineasanexample,with

29、thedevelopmentofsociety,themainstreamcapacityofwashingmachinehasbeenmadeby5cubicfeet,uptocubicfeet.AndHaierintheUnitedStateshomeappliancemarketsalesarestillsmallhouseholdelectricalappliances,wehavenotrealizedthescaleofsalesofelectricalproducts.Largecapacitydrumwashingmachinesaccountedformorethan90%o

30、ftheshare,whileHaierslargedrumwashingmachinefailedtobedisplayedinthechannelsite.Evaluationofthemarketenvironment（ 1） Economicenvironmentisanimportantenvironmentalfactorinfluencingthemarketingactivitiesofenterprises,includingincome,consumptionexpenditure,governmentexpenditure,industrialstructure,mone

31、ysupply,interestrates,economicgrowthratefactors,thissectiononlyonincomefactors,industrialstructurewereanalyzed.I.HighgrossnationalproductThegrossnationalproductisanimportantindicatortomeasureacountryseconomicstrengthandpurchasingpower.Thefastergrowthofthegrossnationalproduct,thegreaterthedemandandpu

32、rchasingpowerofthecommodity,andviceversa.Thegrowthofconsumptioninanycountryisduetothedevelopmentofthewholemacroeconomy.TheUnitedStateshasahighlydevelopedmodernmarketeconomy,istheworldsfirsteconomicpower,in2011theU.S.GDPuptotrilliondollars,rankedNo.1intheworld,percapitaGDPis$48147worldranking9thplace

33、.n.IndustrialstructuretoserviceindustryTheUnitedStatesindustryisfocusedonthethirdindustrywithhighaddedvalue,thatis,theserviceindustry.3/4ofthecountrysworkforceisengagedinserviceindustry.Americastourismindustryisverydeveloped,rankingthirdintheworld.TheUnitedStatesfirstindustry,agriculture,forestry,an

34、imalhusbandryandfisheries,althoughonly1%ofGDP,butitsexportsaccountedformorethanhalfoftheworldsagriculturalexportmarket.Istheworldslargestexporterofagriculturalproducts,itsmainagriculturalproductsincludecorn,wheat,sugarandtobacco.Thesecondindustrymanufacturingenergyconstructionindustryaccountedfor%of

35、GDP,industrialproductsmainlyincludestheairplane,automobileandelectronicproducts,theUnitedStateshasrichmineralresources,includinggold,oilanduranium.However,mostofitsenergysupplyrelyonimports.Haierinthefuturedevelopment,shouldmakefulluseofthethirdindustryintheUnitedStatesfinancial,scientificresearch,r

36、etail,entertainment,lawandotherresources.（ 2） PolicyandlegalenvironmentTheUnitedStateshasasetofstrictprotectionoftheinterestsofitsdomesticproducersofimportmanagementsystem,themainmanagementmeasures:I.tariffprotectionn.antidumpingm.antisubsidyIV.technicalenforcementmeasures（ 3） CulturalenvironmentI.S

37、elforientedvaluesTraditionally,Americanshaveapositive,affordable,hardworkandarichbeliefinpersonalitytraits.Andwiththesufferingintheformer,theenjoymentofthecharacterinthepost.ThestartofWorldWarIIwhiteAmericansbegantoleisureandpleasure.Thistrendhasbeenacceleratedin1970sand80yearsofdevelopment.Thesecha

38、ngesgreatlyaffectconsumerbehaviorandmarketingactivities.n.EnvironmentalorientedvaluesTraditionally,Americanshavealwaysadvocatedcleanliness,change,performance,adventure,problemsolving,andtheconquestofnature.Althoughthesevaluesarenotshaken,theyaregoingthroughsomebigchanges.m.ThevalueofothersorientedTh

39、eUnitedStatesisanadvocateofindividualism,encouragecompetition,payattentiontothemaletemperamentandyouthfulvitality,whileadvocatingnuclearThesocietyoftheheartfamily.Insummary,thesecharacteristicsoftheAmericanscreatedthecharacteristicsofthechangeoftheconsumermarket,fairandfreecompetition,Haierincarryin

40、gouttheworkintheUnitedStatesshouldrespecttheAmericanactive,diligentandpublicitypersonality.5. Marketentry（ 1） ThesizeoftheUShouseholdappliancesmarketU.S.householdappliancemarketcapacityishuge,in2009themarketcapacityofabout47millionunits,istheworldshomeappliancemarketshareofabout1/3.Therefrigerator,w

41、asherdryer,airconditioning（includingdehumidifier）,cookingappliancesaccountedfor31%,31%,20%and18%.（ 2） CharacteristicsoftheUnitedStateshouseholdelectricalappliancesindustryThecharacteristicsofAmericanhouseholdappliancesindustryaremainly:I.fiercecompetition.MostofthehomeappliancemarketsharemainlyinWhi

42、rlpool,GE,ileksi,LGandothermanufacturersinthehandsof.Thewhirlpool,Kenmore（Searscustombrand）,6e,Electroluxbrandsoccupythemarketshareof90%oftherefrigeratorandfreezerproducts,washclothesdryers%marketshare,%ofthekitchenappliancesmarketshare,air-conditioning%ofthemarketshare,whichespeciallywhirlpoolbrand

43、,occupymostofthemarketshareinhomeappliancemarket.n.Toinvestmoremoney.Duetoenterthehomeapplianceindustrytorequiremorecapitaltoinvest,therearefewnewbrandbuilding,onlytheoldbrandwasacquiredandtheriseofsomebrands.In2005theUnitedStatesCentennialbrandMaytagiswhirlpoolto$23billionacquisition,exacerbatedbyt

44、heUnitedStatesmarketbrandconcentrationandhighcompetition.SouthKoreaLGintheUnitedStatesmarketthree,fortyyearsafterthebeginningofthehigh-end,technology,elegantbrandimageoftherise,andatafasterrateofgrowth.BecauseLGenter,washerdryerfourbrandmarketsharefrom80%in2003downto%in2006,whichalsoshowstheUnitedSt

45、ateshomeappliancemarketforthenewbrandwillstillhavetheopportunity.m.Globalcompetition.Theglobalhomeappliancegiantscompetitionisgraduallybreakingtheboundariesofthecountry,theyareintheglobalscopeoftheproductionandmarketlayout.Thesehomeapplianceenterprisesprefertosetupfactoriesincountrieswithlowlaborcos

46、ts,suchasChina,SoutheastAsiaandLatinAmericancountries.Atthesametimetheyalsoincreasedmarketingeffortsinthestrategicmarket.IV.Toacceleratethepaceofassetrestructuring.Withthefiercecompetitioninthehomeapplianceindustry,theglobalscopeofthereorganizationofassetsisaccelerating.In2005,Whirlpoolacquisitionof

47、itsrivalMetek,moresolidintheUnitedStateshomeappliancemarketinthefirstplace.InMay2009,HaiertakeoveroftheAustralianhouseholdelectricalapplianceenterprisesFisher&Paykel（Fisher&Paykel）20%oftheequity,whichnotonlyhelptoHaierinAustralia,NewZealand,therapidgrowth,butalsohelpHaierandFisher&Paykel

48、rapidlyintheglobalrangetocooperate.（ 3） HaiershomeappliancesmarketintheUnitedStatesarefacedwiththeopportunity,thethreatisasfollows:Iopportunitiesformarketcapacity,highpotentialandhighlevelofconsumption.nopportunitiesforaging.mopportunitiesandthreatstothefinancialcrisis.IVthethreatofanti-dumpingcount

49、ervailing.6. Themarketingmix（ 1） Advertisingstrategy.Intheproductionofadvertisingprogram,Haiershouldfirstdeterminethetargetmarketandbuyerscantrytoinvestigatetheresponseofconsumerstothenewadvertisingprogramthroughadvertising,toensurethesuccessoftheadvertisinginvestment.Advertisingsaleseffectisdifficu

50、lttomeasureintheshortterm,butitslong-termimpactontheformationofHaierssaleswillbringabout.（ 2） BrandpositioningstrategyGoodbrandpositioningcanhelpenterprisestodevelopmarketingstrategy,knowthetargetconsumergroupstodeterminethehopeofreachingthetargetandfindtherightwaytoachieve.Atpresent,HaierintheUnite

51、dStateshomeappliancemarketwithHmerbrandsalesofallhighschoollowseriesproducts,givepeopletheimpressionthatthebrandpositioningfuzzy.Haierneedsinthefuturedevelopmentofthe.market,thebreakdownofconsumers,differentsubbrandstolocatedifferentconsumers,tomeettheneedsofdifferentconsumers.（ 3） Aftersalesservice

52、strategyAtpresent,Haierafter-salesservicenetworkandsystemisnotperfect,Haiercanbethroughthesearchfortherightafter-salesservicetohelpHaierthirdtocompletetheservice.Butinthelongrun,withtheHaierhomeappliancessalespromotion,HaierandtoestablishafamousbrandintheUnitedStates,mustbeintheUnitedStatesestablish

53、edtheirownafter-salesservicenetworkandsystemtoreducecomplaints,andtoenhancethereputation.Haierinafter-salesservicenetworkplanningshouldbecomprehensiveconsiderationofthedenselypopulated,trafficconvenience,Haierintheareaofsales,Haierhasenteredandtoentertheretailchannelsintheregionnumberofstoresandothe

54、rfactors,optimizeresources,betterguaranteethemarketexpand.InternationalCompetitiveMarketingStrategy（ 1） StrategicalliancestrategyIntheUnitedStates,Sears,Lowes,homedepotandbestbuy4largenationalchainchannelsoccupythemarketshareof65%oftheappliancemarketsales,HaiertothinkintheUnitedStatesmarketrapidexpa

55、nsion,therealizationofallelectricalproductsinthesalesofthechainchannelsscale,itshouldbewiththeUnitedStates4nationalchainchanneloneorbighouseholdelectricalapplianceenterprisestoformaclosestrategicalliance.Strategicallianceisakindofcooperativerelationship,inwhichtwoormoreenterprisescombinetheresources

56、andtheabilitytocreatethecommoncompetitiveadvantage.（ 2） LocalizationstrategyHaiermustbethroughtheimplementationofincludingproductlocalization,localizationoftalents,themarketinglocalization,localizationstrategytoimproveproducts,personnelandenterprisecompetitiveadvantageandenterprisesonthemarketreacti

57、onspeed,avoidanti-dumpingcountervailingthreat,soastofurtherconsolidatethepositionintheUnitedStateshasmade,forfuturedevelopmenttolayasolidfoundation.AssessmentoftheviabilityofpresentandfutureinternationalmarketingforthefirmHaiersfuturedevelopmentstrategy:Facedwiththenewconditionsofglobalcompetition,H

58、aierestablishedbrandstrategyofglobalization,startcreateresources,globalreputationasaspiritofenterpriseandonesingleunity,quick,decisivevictorystyleofwork,tochallengethemselves,thechallengesoftomorrow,tocreateChinasownbrandintheworldandcontinuousinnovation!ThefollowingisthefutureofHaiersdevelopmentpla

59、n:（1）Payattentiontotheresearchanddevelopmentofproducts.Haierintheinitialstageofreformandopeningtotheoutsideworldthroughtheintroductionofforeignadvancedtechnology,highstartingpoint,highgrafting,afamousbrand,occupiedthecommandingheightsofthetechnology,tocreateafamousbrandofhightechnologyandhighquality.Andmakesuseoftheadvancedtechnologytoreducetheconsumptionoftherawmaterialsandtheproductc