海尔家电美国市场营销策略分析

发布时间：2019-06-18 19:09

【摘要】：随着全球经济一体化的发展，海尔作为中国家电行业的龙头企业，如何开展国际市场营销工作，特别是如何在美国这样的发达国家开展市场营销工作是摆在面前的重要工作。2010年海尔品牌以6.1%的白色家电市场占有率蝉联全球第一家电品牌，但其销售主要集中在包括中国在内的亚洲、中东、非洲和拉美的发展中国家，在美国、欧洲等发达国家家电市场销售业绩并不理想。美国是全球第一经济强国，是世界上消费水平最高的国家之一，世界名牌云集，市场潜力巨大，消费者对产品的质量要求高，购买力强。海尔只有成功开拓以美国为代表的发达国家的家电市场才能成为真正意义上的全球第一家电品牌。随着美国家电市场上竞争者数量的增加以及竞争者的日臻成熟，海尔作为美国家电市场的新进入者，如何快速提升品牌知名度、扩大市场份额、实现大家电产品的规模销售，是海尔在美国市场上参与竞争要解决的首要问题。本文以市场营销策略的基本理论和方法为基础，综合运用国际市场营销等相关理论和SWOT分析工具，对海尔在美国家电市场的营销策略进行案例研究。论文首先介绍了海尔开拓美国家电市场的必要性和海尔开拓美国家电市场的历程和现状。其次，，介绍海尔在美国家电市场所处的宏观环境和行业环境，其中宏观环境主要涉及人口、经济、政治法律和文化因素，行业竞争环境主要涉及美国家电产业市场规模、特征、销售渠道和竞争者等。第三，由企业环境分析海尔在美国家电市场面临的机会与威胁,即市场容量大、潜力大、消费水平高的机会,老龄化趋势的机会,金融危机的机会与威胁,反倾销反补贴的威胁,销售渠道集中的机会与威胁,品牌集中的机会与威胁,无条件退货条款的威胁，同时海尔还需要面对国际市场原材料价格攀升、从中国出口人民币升值的威胁。在此情况下，海尔须通过战略联盟策略实现美国4大连锁渠道之一的进入和大家电产品的规模销售，提升市场份额；通过本土化策略实现设计创新、成本优化、营销本土化和避免反倾销反补贴的威胁；通过OEM和品牌并重策略实现短期目标和长期目标的合理配置。然而，企业内部的优势、劣势却影响着这些营销业务策略的实施，只有通过广告策略、品牌定位策略提升海尔品牌知名度、清晰品牌定位；通过流程优化策略提升海尔在美国市场的反应速度；通过售后服务策略完善消费者的购物体验，才能发挥优势、减少企业自身劣势给其带来的压力，更好的确保企业营销业务策略的实施，实现美国市场的成功开拓，成为真正意义上的全球第一品牌。期望本文的研究结论能为海尔开拓美国家电市场提供有实际意义的借鉴，并对中国家电企业的国际市场营销策略的研究与制定提供参考。
[Abstract]:With the development of global economic integration, Haier, as the leading enterprise in China's household appliances industry, how to carry out international marketing work, especially how to carry out marketing work in developed countries such as the United States, is an important work in front of it. In 2010, Haier brand won the first household appliance brand in the world with a 6.1% market share of white appliances, but its sales are mainly concentrated in Asia, including China, and the Middle East. Developing countries in Africa and Latin America, in the United States, Europe and other developed countries home appliance market sales performance is not ideal. The United States is the world's largest economic power, is one of the highest consumption levels in the world, the world famous brands, the market potential is huge, consumers have high quality requirements and purchasing power. Only by successfully opening up the home appliance market in developed countries represented by the United States can Haier become the world's first household appliance brand in the real sense. With the increase of the number of competitors in the American household electrical appliances market and the maturity of the competitors, Haier, as a new entrant in the American household electrical appliance market, how to quickly improve the brand awareness, expand the market share and realize the large-scale sales of large household appliances is the primary problem to be solved for Haier to participate in the competition in the American market. Based on the basic theories and methods of marketing strategy, this paper makes a case study on Haier's marketing strategy in the United States by using the relevant theories such as international marketing and SWOT analysis tools. Firstly, this paper introduces the necessity of Haier's development of American household appliances market and the course and present situation of Haier's development of American household appliances market. Secondly, it introduces Haier's macro environment and industry environment in the American household appliance market, in which the macro environment mainly involves population, economy, politics, law and culture, and the industry competition environment mainly involves the market scale, characteristics, sales channels and competitors of the American household electrical appliances industry. Third, from the perspective of enterprise environment, this paper analyzes the opportunities and threats Haier faces in the US household electrical appliances market, that is, the market capacity is large, the potential is large, the consumption level is high, the aging trend is the opportunity and threat, the opportunity and threat of financial crisis, the threat of anti-dumping countervailing, the opportunity and threat of concentrated sales channel, the opportunity and threat of brand concentration, and the threat of unconditional return clause. At the same time, Haier also needs to face the threat of rising raw material prices in the international market and the appreciation of RMB exports from China. In this case, Haier must realize the entry of one of the four major chain channels in the United States and the scale sales of large household appliances through the strategic alliance strategy, increase the market share; realize the design innovation, cost optimization, marketing localization and avoid the threat of anti-dumping countervailing through the localization strategy; and realize the reasonable allocation of short-term and long-term goals through the strategy of OEM and brand. However, the advantages and disadvantages of the enterprise affect the implementation of these marketing business strategies, only through advertising strategy, brand positioning strategy to enhance Haier brand awareness, clear brand positioning, through process optimization strategy to enhance Haier's response speed in the United States market; Only by perfecting the shopping experience of consumers through after-sales service strategy can we give full play to their advantages, reduce the pressure brought about by their own disadvantages, better ensure the implementation of enterprise marketing business strategy, realize the successful development of the American market, and become the world's first brand in the real sense. It is expected that the conclusions of this paper can provide a practical reference for Haier to open up the American household appliances market, and provide a reference for the research and formulation of the international marketing strategy of Chinese household appliance enterprises.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.6

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