| With the saturation of China's domestic air conditioning market,the competition among the air conditioning enterprises is becoming increasingly fierce.The large air conditioning enterprises have come to the international market and participate in the competition around the world.As the leading enterprise of white household appliances in China,Haier has made some achievements in the international competition,but there are many difficulties in the operation of the air conditioning market in Indonesia.The purpose of this paper is to improve the sales of Haier air conditioners in the Indonesian air conditioning market by developing marketing strategies that meet Haier air conditioners.Based on the theory of enterprise internationalization and the theory of international marketing,this paper takes Haier's marketing strategy in the Indonesian air conditioning market as a case study.First,it introduces the development situation of Haier group and the general situation of the market in Indonesia,as well as the development status of Haier air conditioning in Indonesia.Secondly,it analyzes the environment of the Indonesian air conditioning market by SWOT analysis,and finds that Haier has the problems of low brand awareness,narrow marketing channels and poor bargaining power in the Indonesian air conditioning market.Third using STP analysis,the Indonesian air conditioner market is divided into two main factors: population and income,so as to identify the market segments to enter.Finally,the marketing strategy is made by using the theory of 4P,and the strategy of diversification of the product function and category,the difference in price,the improvement of the channel breadth and stability,and the more pertinence of the promotion are put forward..The research has guiding significance for Haier air conditioner to develop the Indonesia market,and it also has some reference significance for other air conditioning enterprises in Indonesia. |
