Study On International Marketing Strategy Of Haier In The Japanese Market

With the development of China’s economy, China’s household appliances market competition more and more intense.At the same time, China’s household appliance industry from the "made in China" to "created in China" in the process, each household electrical appliance enterprises competitiveness is gradually increased, the Haier Group has been a pioneer of Chinese household electrical appliance enterprises.With the ability enhancement, our country enterprise also gradually broaden their horizons, gradually began to expand overseas market. In recent years, Haier has targeted the Japanese market, but also successfully acquired Sanyo white goods business, and profit in 2014.Haier in Japan initially completed the "three-in-one" marketing-model, but it is in Japan’s home appliance industry is affected in many ways and the decline in the state the results obtained. And recently, the Japanese home appliance industry there are signs of improvement, and with Japan’s household electrical appliance enterprises compared to Haier’s experience and technology and can improve the space, so in the future development of Haier Group will face challenges and difficulties will be greater. How difficult in this environment, you can find a better marketing strategy to promote the further development of the Haier group in Japan, this article is trying to solve the problem.This paper is to 4P marketing theory as the research foundation of the full text, through the study of the effect of the success of the Haier Group in the international marketing process has taken some of the strategies, combined with the Japanese home appliance market environment conditions, detailed analysis of the Haier Group in Japan’s development process and the corresponding marketing strategy. Finally, in-depth analysis of some difficulties faced at the present stage of Haier group in Japan, from the four aspects of product, place, promotion, price and put forward some proposals.This paper consists of five parts:the first chapter mainly introduces the background and significance of this paper, expounds the 4P theory of marketing strategy for the change and development of the basic theory, viewpoints and research ideas of this paper illustrated, and points out the innovations and shortcomings of this paper. The second chapter mainly summarizes the experience from the development of Haier international marketing, expounds some main reasons to carry out the unique competitive advantage of international marketing and Haier group. The third chapter mainly discusses the Japanese home appliance market marketing environment, were analyzed from two aspects and the main competitors macro-economic environment. The fourth chapter is the analysis of some successful strategies in the development process of the Japanese market in the past, and hope that these strategies can continue to play a dominant role in the future development of. The fifth chapter is facing at the present stage in the Japanese market has some problems or difficulties, some suggestions for Haier in Japan to continue developing.