China's Consumer Electronics Business Analysis, Marketing Mix Strategy In The United States

Under the accelerated economic globalization, more and more Chinese consumer electronics enterprises have adopted and implemented the policy of internationalization, and have gained great achievement in this process. But only few enterprises succeeded in the U.S. market, Haier and Konka are two of them. In the thesis, the author compare the marketing mix policy conducted by Haier and Konka in the U.S. market, and then put forward the suggestion on our consumer electronics enterprises' right marketing mix policy in the U.S. market. The thesis first reviews the marketing mix theory, and make an analysis of the marketing environment of the United States. Then, the thesis makes comparison between the marketing mix policy of Haier and Konka in the U.S. market. With regard to the product policy, both Haier and Konka adopted the mode of entry by some popular and preponderant products first, and then enlarged the product mix, extended the product line, persisted in branding, product innovation and localization. As for the price policy, Haier adopted exalted price for its current products and the market skimming method for new products. On the contrary, Konka adopted fairly low price for its current products and the market penetration policy for new products. As for the distribution channel policy, both Haier and Konka entered the U.S. market by export first and then by overseas production. On the U.S. market, they both conducted the selective distribution policy. Promotion is a very crucial part of the 4P's policy. Both Haier and Konka paid great attention to promoting products by the mode of public relation and sales promotion. In a word, the marketing mix policy of Haier and Konka in the U.S. market are successful. But there are still some weaknesses. Firstly, diversified operation has decentralized the strength of Haier and Konka. Secondly, they both lack of strategic brand policy. Thirdly, they seldom use the internet to promote their products and provide service.In conclusion, the author make some suggestions on the marketing mix policy of Chinese consumer electronics enterprises in the U.S. market, shows as follows. Firstly, make careful marketing research before the market entry, and then segment the whole market, find the appropriate target market. Secondly, try to establish a self-owned famous brand. Thirdly, enter the market gradually. Fourthly, focus on product innovation. Fifthly, insist the comparative advantage of low cost. Sixthly, choose the right agent and localize the sales network. Last but not the least, integrate all the communicating medias and methods in product promotion to get twice the result with half the effort.