Study On Chinese Appliance Industry's Marketing Strategy

The words " computer, network technique, informalization " in 21 centuries, the square aspect that is full of the world face, the world therefore contact more close, the big current of the globalization can't converse. The marketing strategy really signs, having become the appliance industry to establish oneselfs a mission of the special position indispensability in future. Currently, at Chinese appliance industry, the people are more to set out to carry on the analysis from the internal value chain of the each appliance enterprise, Also adopt mostly " low cost, difference, concentration" strategy, and mostly isolated usage, to attain the low cost, hard attain the difference of the product. But the circumstance of the Chinese appliance industry always more complicated, the enterprise development combines the unbalance. therefore, these three kinds of strategies can't say to is among them which kind certain best; Or is a simplicity to consider the marketing from the marketing angle strategy, chase the marketing tactics regard as the marketing strategy implement, few the people try to carry on the marketing research of the strategic choice from the angle of the industry value chain. In fact, through more than 20 developments of in the last years, Chinese appliance industry from usher in the production line and absorb the foreign technique at the beginning, the produce level to raise gradually,the species increases continuously, quick extension of the market scale, have already become the complete industry system, can produce, research, exam, having integrity of profession value chain and the power of the international competition.But the Chinese appliance industry appeared in the local market in the last few years weak, at international suffer a defeat repeatedly on the market, also exposed the whole some weakness of industry. On the high additional value link, lack the core technique, international brand, star class service etc. The marketing of the Chinese appliance industry still goes back and forth in the strategy stage of the low level, also explaining that the Chinese appliance industry increases in value the potential to need to be scoop out in the whole value of industry value chain, the value chain of the Chinese appliance industry urgently needs to integrate.This text then the aim is to hand down this thinking, to wish to make use of the industry value chain, do a beneficial try to the strategic choice of the Chinese appliance industry marketing. Through the analysis of environment of Chinese appliance industry and of good and bad power; traditional value chain of Chinese appliance industry with new value chain, thus put forward the new Chinese appliance industry value chain mode; Also contrast the local appliance enterprise and the Transnational corpration in the marketing, finally putting forward to the strategic adjustment of " technique, brand, sale, service", avert in the past...