The Study On The Marketing Influence Factors And Strategies Of Haier In South Korea

With the continuous development of economic globalization, Haier group accelerated globalization strategy propulsion speed and width. South Korea as Asia's third everyone's electricity market, has the larger market space and development prospects, and due to near the Chinese became the important Haier group globalization strategy target market. At the same time because the monopoly of Samsung and LG, and other reasons, South Korea's home appliance industry development unsatisfactory, for Haier into South Korea home appliance market provides a fairly good conditions. In 2005, Haier group started devotes oneself to to develop Korea home appliance market, after six years of development, the Haier group in South Korea home appliance market has made certain share anticipated target, but still a large gap. Therefore, this paper proposes research Haier home appliance Korea target marketing marketing factors and strategies for Haier group, expect the development of home appliance market in South Korea to provide the reference.This research mainly divided into four parts:The first part main analysis the present condition of marketing strategy of Haier home appliance in South Korea. This section first introduced the Haier home appliance target market marketing situation South Korea; Then it analyses the Haier home appliance Korea target marketing strategy and its implementation status; Finally Haier home appliance Korea target market marketing strategy of the existing problems, and analyses the reasons for the problems.The second part mainly analyzes the marketing factors of Haier home appliance in South Korea. In this part of the main internal factors and external factors from two aspects analyzes the south Haier home appliance target market marketing marketing factors. In the external factor analysis, through the PEST models to analyze the influence of the south Haier home appliance macro factors, target market by potter five competitive forces model analysis Haier home appliance in Korea the microcosmic environments. In the internal factor analysis, from product factors, price factors, channel factors and communication and promotion factors analysis four respects.The third part mainly identifies the critical marketing factors of Haier home appliance in South Korea. This section first according to the result of the third chapter factor analysis build Haier home appliance Korea target market marketing factors system; And then using the factor analysis to Haier home appliance Korea target marketing influence factors in recognition.The fourth part main rebuilds the marketing strategy of Haier home appliance in South Korea. This part of Haier home appliance Korea first target market marketing strategy reconstructed, and puts forward a new marketing concept and marketing strategy; Then from product strategy, price strategy, channel strategy, communication and promotion strategy four aspects to Haier home appliance Korea target market general marketing strategies of reengineering; Finally based on key factors influencing the Haier home appliance South Korea proposed target marketing strengthening strategy.