Haier Integrated Kitchen Creative Marketing Strategy In Shenzhen

In the beginning of 21st century,Chinese living condition improved a lot,and then western integrated kitchen concept started to enter the market.Integrated kitchen means based on human engineering,material engineering and decoration art,to design the cupboards,electrical appliances,and all kinds of collection hardware perfectly according to the host's height,color preference,taste,cooking habit,the kitchen's space etc.in order to achieve highly harmony among science and art in kitchen.Chinese real estate industry developed in high speed in 2005,since then certain amount of high quality apartments were built,integrated kitchen demands grew rapidly.Chinese famous electrical appliance manufacturers started to enter the market,like Haier,Meidi,Fangtai,Siemens etc.Meanwhile some small manufacturers also crowded into the market because of lower technical requirements and lack of industry regulations.Cupboard industry became very prospective.But since 2008 affected by economic crisis and recently years government real estate control,real estate industry developed slowly,so did the cupboard industry.Also because of the increase of material and labor cost in 2010,some of brands in the market who actually don't have manufacturing abilities,using consumers' lack of professional technology,started to use lower rank products to replace good ones,provide no after-sales service,therefore with their low price to get their market share.Which makes high quality high value brand integrated kitchen market share attacked,therefore has to find some new growing point.This article analyze Haier integrated kitchen present marketing strategy and problems in Shenzhen,SWOT the competition status.And based on it,use marketing strategy to divide Shenzhen market in detail,to find the target market,use 4P marketing theory to innovate product strategy,price strategy and channel strategy,therefore find out the most appropriate marketing strategy in Shenzhen.Draft the creative marketing strategy plan,and assurance measurements,in order to improve Haier integrated kitchen's marketing level in Shenzhen,find out the best long-term,continuous marketing strategy.