Analysis Of Marketing Strategy For Haier Air-condition In Ukraine Market

After more than20years of development, our country air conditioning enterprise greatly increased production capacity, air conditioning production over the years has been to maintain rapid growth. However, increase in output at the same time, the domestic air-conditioning sales growth has been slowing. Compared to early twenty-first Century sales growth, in recent years the rise has leveled off. From the volume changes can be found, air-conditioning industry has changed from seller s market into buyer’s market, the domestic market has become saturated. Therefore, a large number of Chinese air conditioner manufacturing enterprises begin to go out of the country, enter overseas market to sell their products, China air conditioning enterprise overseas market Nuggets era comes at this point.In many overseas markets in Ukraine, including the Eastern European market has become China’s home appliance new paradise. Along with the Eastern European economic recovery, local consumer purchasing power increases ceaselessly; at the same time, its development level than Europe and the United States market mature, convenient for Chinese products into. The former Soviet Union relations, Eastern European countries on Chinese consumer appliance cognition degree is higher, but, in view of Japan and South Korea electric appliance enterprise marketing goal in Europe and the United States, Japan and South Korea into Eastern Europe market also can avoid the powers of competition. Therefore, such as Haier, beautiful, Gree domestic air-conditioning industry leading enterprises, also started early on the local market to seize the market as the focus of its internationalization strategy. As China’s most valuable brand of one of the enterprises, Haier Group, in such an important strategic market, should take what kind of marketing strategy? In view of the market situation, this study in considering market of Ukraine air conditioning industry competition pattern and Haier air-conditioning oneself actor bad conditions, combining with the research on Ukraine market characteristics, Haier air-conditioning Ukraine marketing strategies, so as to the real enterprise decision-making provide reference.This study first on the air-conditioning industry and exit of Chinese air conditioning for a simple background, on the theory of international marketing strategies are reviewed. Through detailed investigation and data analysis of Ukraine consumer market, consumer behavior characteristics, offer the foundation for follow-up study. Secondly, search through the industry analysis tools for the analysis of competition environment, with the aid of the SWOT analysis mining Haier air-conditioning in the target market of the competitive advantages and disadvantages as well as the opportunity, challenge, and with the target market consumer behavior characteristic of Haier air-conditioning STP strategy in research, and then to the target market marketing strategy to discuss for the Haier Group, air-conditioning products in the Ukraine market development to provide reference and suggestion.