Haier Group's Marketing Strategy Study

Home appliances industry in China in one of the most serious competitive industries, especially with the rapid trend of globalization, mainland in China has become the major market of international competition, where domestic home appliances companies have to compete with other international players. Shanghai, which is pioneer of this market, especially has the unique strategy position.Shanghai is a pass that foreign brands enter China market. Many foreign players spent a lot of money on exploring Shanghai market. They want to have a position in this pass and enter China market. Therefore, it's the most important problem for companies not only in Shanghai but also in whole China to compete with international players in this special strategy market, to satisfy the demands from shanghai residences and to improve own market share. This paper discusses and analyzes the marketing strategy of Haier home appliances in Shanghai, indicates how Haier Group adapted to local market with own advantages, make and carry out specific marketing strategy, successfully compete with international strong players and occupy Shanghai market. We also point out some drawbacks of Haier during this process, all of which believed to have significant meanings for Haier to expand their market share in Shanghai as well as other domestic home appliances companies.This paper mostly studies marketing strategy of Haier Group in Shanghai market, combining the market idea of Haier, which is marketing is selling credit, not selling product. This paper analyze, summarize the differential development of Haier in Shanghai from strategy and bring forward own suggestions. This paper is divided into four parts, first part (Section one) is introduction; second part (Section two) describes history and actuality of domestic home appliances industry and analyze the develop trend of this industry; third part (Section three and four) analyze the marketing environment of Haier from macro and micro aspects with PEST and Potter five power model, find out opportunity and challenge of this industry. In addition, indicates the inter resource of Haier, and summarize the advantages and disadvantages of Haier in Shanghai by SWOT; last part (Section five to seven) analyzes in detail the marketing strategy of Haier products in Shanghai from product, channel, internal organization, promotion and service five aspects while considering strategy marketing theory. Section seven provides own suggestions to Haier marketing strategy in Shanghai from my practice and theory learnt.