Haier Unit Kitchen Marketing Strategy Ananlysis

With the improvement of people’s housing conditions, in the1990s of the20th century Chinese cabinet industry started up and grow gradually. Since the21st century, Chinese people started paying attention to integrated living art relating to household consumption. The kitchen, as the core structure of household dietary environment, has experienced revolutionary changes. The construction of kitchen is transformed from functional and supporting stage into comfortable and artistic living stage. The kitchen equipments is developed from simple building into specialized kitchen units production. In recent years, the competition intensified in the Chinese cabinet market. The homogenization of products becomes more and more serious, and the enterprises’ profits become less and less, the cabinet industry is facing a new shuffle. This phenomenon becomes more obvious when the overall environment is not good. There are thousands of cabinet brands, large and small. However, people can only remember few of them. To enhance the brand’s popularity and to expand its influence will become the only route which must be passed to promote the development of Chinese cabinet industry.As the magnate of the domestic household electrical appliance, Haier adopts great influence strategy since its access into the cabinet industry in1997. It is also the first enterprise introducing the European concept’integrated kitchen’into China to facilitate Chinese people enjoying high standard kitchen life with high’ quality products. After several years of rapid development, Haier cabinet suffered national regulating and control to the upstream real estate industry. Haier also met giant competition pressure and fell into the difficult position for benefits of stagflation. How to break the deadlock and continuously maintain rapid growth becomes the key point of our recent work study.While summarizing the status quo of the domestic and oversea cabinet industry, this article makes a statistical analysis on the basic development situation of the key competitors, compares their similarities and differences, also sums up their successful experiences and method of work. At the same time, by combining the actual situation of the integrated kitchen of Haier, this article makes a diagnostic analysis to the multiple marketing links, offers suggestions and countermeasures for a sustainable development. The main content is:(1) The products and brand of Haier integrated kitchen;(2) The price strategy of Haier integrated kitchen;(3) The distribution strategy of Haier integrated kitchen;(4) The promotion strategy of Haier integrated kitchen;(5) Internet marketing. The offered suggestions and countermeasures are:(1) Promoting and pulling of marketing;(2) The extended application of the second brand.