The Study Of Whirlpool’s Marketing Strategy In China

Since the1990s, China’s economy has developed rapidly, opening-up wasexpanded in greater scope and depth. Many multinational companies have put Chinesemarket in its global industrial chain, Whirlpool Group is no exception. As one of thelargest white appliance manufacturer in the world, rank the first in North America andLatin America, second in India, fourth in Europe, Middle East and Africa but only5%of its total sales in Asia, in China’s market share cannot enter the top ten. Whirlpool hassought to achieve a breakthrough in China, and has created large-scale distribution, buthas suffered repeated defeats; Whirlpool did not give up the Chinese market, keep onfighting. Making adjustments to market strategies with the continuous changes ofChinese appliance market and finally achieved some success. This paper analyzed theWhirlpool Group’s marketing strategy in China, summed up its failures, as well as theeffectiveness of the policy change and experience, in order to offer referentialexperience for multinational corporations in China and Chinese multinationalcompanies.Firstly, this paper generally introduces the development of Whirlpool in the worldmarket and China, and expound the strategic path in the global market and thedevelopment process in Chinese market, broadly divided it into three stages such as "trial and error "" come back "" layers of depth ".Secondly, evaluate the micro andmacro environment of Chinese home appliance industry marketing. Thirdly, analyzedWhirlpool marketing strategies in various stages of development in the Chinese marketand make a comparison of every stage. Then analysis results in the Chinese marketafter Whirlpool acquired strategic change, On this basis, summarized the enlightenmeanings of Whirlpool’s development in China to provide a reference for othermultinational companies in the Chinese market and Chinese multinational enterprises.