4p

(1) Advantage: Haier has 9 products in the Chinese market in the industry, 3 kinds of products in the world market share before the industry three, in intelligent household integration, network appliances, digital and large scale integrated circuits and new materials technology advanced in the world. In the international market reveal a development strength. \"Innovation driven\" type of haier group dedicated to global customers to meet demand solutions, realize the win-win situation between the enterprise and the user. At present, haier items (including 819 invention patents), with the software copyright 5 items. Based on the independent intellectual property rights, haier has hosted and involved in the almost items of national standard system revision, among them, the electric water heater haier wall technology, haier washer hybrid technology is also included in the IEC standard proposal, which proved that haier's innovation ability has reached world-class level. In the innovation practice, haier exploration of the implementation of the \"OEC\" management mode, \"market chain\" management and \"one single with nature\" development model are caused international management public concern, so far, Harvard University, the university of southern California, Swiss IMD international institute for management, France of the European college of management, Japan kobe university business school dedicated to this case studies, haier \"market chain\" management was putted forward into the European Union. Haier \"one single with nature\" development model to solve the global business inventory and overdue receivables provide innovative thinking, by international management group known as \"number must the global business pulse\" management mode. Haier's sometimes including: enterprise culture long-term influence; The staff quality is relative taller; For many years the standardization of management quite a good foundation; The real information as a project, seldom has a old total can so thorough analysis of information, expounds pronouncing on; Change in the front, and process reengineering the, the two complement each other, interactive forward, from ZhangRuiMin hit the refrigerator, starting with the first open haier concept transformation of its kind, from now on uncontrollable, just have now of haier; And so on. Relative to the foreign enterprise, haier's information has strong advantages, in 2001 and 1995 years of DELL's circumstances have very different; In the global Internet range of international popularity and the enterprise information overall expansion situation, haier in foreign enterprises based on the successful experience of course more likely to win

(2) Disadvantages: haier in spreading and public relations skills and very short of, this will make China's future acquisition enterprise very difficult. Haier public relations in a large part of the reason is that the lack of haier in mechanism, there are some problems, only pay attention to technology, knowledge, the investigation of the personal ability to ignore the investigation. Haier years development too quickly, so that we do not doubt about its internationalization.

(3) Chance: haier is able to achieve great success in large part haier enterprise culture, have no-haier's cultural viewpoint was born in everyone is a talent, not race horses, haier's talent for potential first, after the war, haier profit enterprise as a slope ball market everywhere, and everyone has the brand is the sail, the user for the teacher-haier brand marketing enterprise survival of the soil is the user-haier's service go out, walk into, went up-international haier management is not the essence of \"know\" but \"line\"-to the management of haier's. Haier in the future time to made rapid progress, must continue to haier's enterprise culture as the base. Want to notice at the same time science and technology innovation realize enterprise information. At the same time with the trend of internationalization is more and more strong, haier facing a lot of opportunities and challenges. Haier's development opportunity is to grasp the pulse of The Times, to keep pace with The Times and innovate. The future direction of the haier relies mainly on the three transfer. One is the transfer of internal organization; 2 it is the domestic market to the international market, not a product exports, but said to overseas factory, office; 3 it is to want to from manufacturing to services, do front design, the after service. In this case, still and should

seize the opportunity to meet the challenge, and the world famous brand.

(4) Threat: at present, haier still face many threats, with the home appliance enterprise continuously rise, the perfection of the technology, haier must continuously improve science and technology innovation level, and improve their advantage. In addition to many industries and should be the development direction, in order to improve their competitiveness. Facing the informationization of haier, domestic colleagues about is watch haier external information lively, stepping up to one side inside information, this is haier the threat, rival dorigo make haier as huangcizaibei, dare to eat crab may be a hero, but not necessarily a winner. Haier external information of stagnation, also to the information industry in China; Can see, once the external information of the time is ripe, from a technical

perspective, who also won't than who slow much; If put aside the years of haier brand propagating effect not to talk, haier rivals external information growth is also just as uncertain as between.

Conclusion: any enterprise in the process of the development

will always facing this or that. We want a stitch in time saves nine. In the face of the new global competition, haier launches the global brand building strategy and \"create resources, global reputation\" spirit of enterprise and \"individual-goal combination, swift action\" style of work, challenge and challenge tomorrow, for making the world famous brand and sustainable development.

3. Individual product introduction

Haier air conditioning is haier brand its famous brand product, the haier group is the world's fourth largest white home appliance manufacturers, China's most valuable brands. Haier in global established 29 manufacturing base, 8 a comprehensive research and development center, 19 overseas trade company, employees more than 50000 people worldwide, has become a large-scale multinational enterprise group, haier brand in large household appliances 6.1% market share, and become the world's first, 2008, haier group to achieve global turnover RMB 122 billion.

4. Marketing strategy analysis

1.1 products (product)

The product is marketing mix strategy decision of the primary issue.

If did not meet target market products, there would be no about pricing, channels and promotion of problem. In essence, a marketer in the profitability depends on the degree of product demand.

Haier regard customer as the centre, from satisfy the consumer demand, based on the market segmentation of reasonable, on the basis of the development and production of various products, pattern unique products, a consumer group from haier products can choose suitable for their own style.

Innovation is the core of haier brand, this also is haier in the past 26 years, rapid development and prosperity from Qingdao local a Chinese maker into home appliance field is the key to the world leader.

1.2 pricing (Price)

Pricing is the marketing managers the most important decision one. Pricing decision a mistake can lead to marketing combination of the other activities complete failure.

The haier group using demand orientation pricing method, namely to target market consumer demand for pricing foundation. The haier group and the pricing method difference (discrimination price), in the low end of the market, the value pricing method (value pricing), which is the relative sell high quality product or service, and not sacrifice the respect of the quality of the lower cost; In the high-end market, usually taken leave fat pricing. The so-called \"leave fat pricing method\" (market-skimming pricing) said the high prices method, the price of the product is higher, as far as possible in the early in life products, developed in competitors similar product ago, recovery of investment as soon as possible, and get the quite profits.

1.3 channel (Place&Distribution)

Channel will not only producers and buyers connected, and also provide the means to achieve the organizational marketing strategy. A distribution system of the enterprise is a key external resources.

It's set up usually need several years, and not easy to change. Marketing channel decision-making managers face is the important decision, decided to the target market of accessibility, haier group after many years of exploration, formed the haier mode of distribution channel.

Haier's marketing channel network construction, gone from a regional network to the national network, by the national network to global network development process. Business development initial period, the haier group rely on market sales to the inn in inn, to build their own brand stores and set up haier brand reputation and credibility. Since then, haier redesign of marketing channels, that is, from product sales gradually to a customer service sales mode change, from the multilayer marketing channel to change the flat marketing channels. In the national each level 1 cities have haier industrial company; In a city with haier marketing center, responsible for local all haier products sales work, including the first market retailers and the secondary market retailers management; In the second, fourth market according to \"a county a bit\" set stores. So, canceled the intermediate link and reduce the cost of sales channels and help to retail terminal sales control and management performance.

1.4 sales Promotion)

Correct smart use of various sales promotion strategy. Not only can't make products for consumers to accept, and expand the market share, promote the development of the enterprise, and it can make the enterprise in the fierce competition in the market occupies advantageous position, master the management initiative.

Haier, made in China. In the Chinese electrical appliances industry to mature, haier's determination to play under the banner of \"made in China\strengthen the consumer's national pride and product loyalty. In the 90 s, haier people began to target marketing choice from the target market consumer expanded to target the social public, the end of 2000, haier group refrigerator business department will look to have good sales prospects of the rural market, formulated the haier refrigerator \"one to one\" of China's rural market marketing strategy. One strategy is to rural regions according to different income and consumption behavior characteristics by direct sales, respectively in-home directly to the promotion and sales team village in township of the sales promotion of the three levels of the marketing method, the final haier in rural market on a huge success, quickly occupied the rural

market.

\"Corporate social responsibility\" is put forward, and by the social attention. Since always, haier all the rebuilding hope primary school as the main content of participation in public welfare undertakings. Particularly in 2008 during the Olympic Games, haier and has advocated \"a gold medal hope primary school\" action, haier became the only a public welfare and the Olympic Games will be the perfect combination of home appliance enterprise.

2. 4Ps marketing combination model

4Ps marketing mix the present model: one is the McCarthy

(McCarthy), in 1960 he \"basic marketing,\" a book marketing mix elements will generally summarized into four categories: products (Product), Price (Price), channel (Place) and sales Promotion), namely famous 4 Ps. 2 it is Philip p.m., he in 1967 in the bestseller, marketing management: analysis, planning, implementation and control of further confirmed in the first edition in 4 Ps as the core marketing combination method and 4 Ps marketing combination theory has been widely spread and reference, become the all marketing course theoretical basis.