Haier Company

Executive summary

Under the economic globalization background, the Chinese consumer electronics enterprises go out to launch international business and made remarkable achievements but only a very few succeed in the most important of the developed western countries market because of a certain market position. Haier is the success one, this paper talk about Haier the in the American market whose marketing mix strategy are compared in our country to study and consumer electronics enterprises in the U.S. market and put forward some suggestions on the marketing mix strategy. Paper first reviews the development of marketing mix theory and analyzes the American market environment. Based on the proposed, according to the 4 P McCarthy 's theory. This paper pays attention to U.S. market specific marketing mix strategy of Haier by the comparative research in products. In the strategy aspect, Haier adopted from easy to difficult way o enter the U.S market always adhere the brand strategy and localization of new product development strategies. In the pricing strategy aspect, Haier takes the new products of high pricing strategy. Case tried to expand market share and the product pricing in the channel strategy penetration. Haier adopted from domestic products exported to abroad market entry of production mode and selective distribution strategy at the sales promotion strategies are actively using Haier and public relations instead of the way of business promotion and less with or without basic advertising. Overall, marketing mix strategy of Haier is more successful in U.S. market but also had the deficiency, which diversified operation dispersed the enterprise’s strength, lack of strategic brand strategy and use the network sales promotion is not enough.