Haier Mobile Phone Marketing Model Exploration And Analysis

In 1999, domestic companies began to produce mobile phones; In 2001, home-made cell phones made so good performance that occupied half the Chinese market in 2003. However, in 2004, domestic mobile phones producers suffered a sharp market share shrink. Home-made cell phones experienced two years' "incubation period", three years' rapid growth and a year's recession. Some general rules of the cell phone industry can be found out in the fast growth and recession process. To domestic cell phone producers, how to grow in such low ebb has become the key of corporate management. For the rise and fall has included the contents of strategy switching and marketing creation for Chinese enterprises. Thus it can act as a vane or a touchstone. The background of this thesis is Haier Group; the research object is Haier mobile phone, esp. about its marketing pattern. The logic and structure are as follows: Firstly, the author makes clear the external and internal environment of Haier. Then, through SWOT analyzing tool, he analyzes the advantages and pessimistic market conditions and finds out shortcomings. Thirdly, through an angle of strong brand but poor market performance, he analyzes and questions the current marketing model of Haier, puts up with some practicable solutions based on the writer's practice and knowledge. The principal part of the thesis consists of the following three parts: 1) Marketing Organization The organization structure is crucial to sales. Haier Group has a wide line of business: household appliances, communication, IT, medicine etc. In line with its wide business line, Haier set up many independent sales companies, which served the group well as a whole. Whether this kind of structure fits to the development of its immature cell phone business remains a question. Through the analysis of both the advantages and disadvantages of this structure, the role of the structure to Haier mobile phone is revealed (positive or negative, if negative, how to promote). 2) Marketing Team The marketing team is the final carrier and executor of promoting sales and improves market performance. The thesis tries to make comprehensive analysis in terms of recruitment, knowledge structure, related experience and collaboration as a team. 3) 4Ps Theory 4Ps theory is the base of marketing, guiding the marketing practices. The application of it decides, to a great extent, the competitiveness of a product. This part analyzes the product, pricing, channel and promotion strategy and practice of Haier, in which channels will be focused. Put in the background of Sichuan province, channel policies, market control, distribution pattern, marketing networking and channel supportive and cooperative ability will be further discussed. 4) Terminals The key to marketing success is channel and terminals. In this part human resources, image, support and force of terminals will be fully researched. 5) Service As we all know, service is an important factor that contributes to the great success of Haier brand. As far as Harer's weak mobile phone business is concerned, whether its service plays its full role and stimulates the growth of its mobile phone business. This part focuses on analyzing the service of Haier to reveal the influence of service on the sales and the market of Haier mobile phone.