International Marketing Plan 国际营销

12006学年第一学期期末论文InternationalMarketingPlan——HisenseGroup课程名称：国际营销任课教师：韩广义学生姓名：许康2ICompanyProfit:HisensebrandwasrecognizedasaFamousTrademarkinChinabytheStateAdministrationofIndustryandCommerceonJanuary5,1999.FoundedasQingdaoNo.2RadioFactoryin1969.HisenseinChineseconnotesanocean-likebroadvisionandcredibilitythatHisensealwaysvalues.TheEnglishnameHisenseiscomposedof“high”and“sense”,whichconnoteHisense’spersistentpursuitofhightechnology,highqualityandhightaste.Hisensehasnowdevelopedintoamultibilliondollarglobalconglomerate,whichhastwolistedcompanies(HisenseElectricCo.,Ltd.(600060),ontheShanghaiStockExchange,andHisenseKelonElectricalHoldingsCompanyLtd.(000921),ontheShenzhenandHongKongStockExchanges);ownsthreefamoustrademarks(Hisense,KelonandRonshen);andprovidesawiderangeofproductsandservicesincluding“multimedia”,“homeappliances”,“telecommunications”and”informationtechnology”.Adheringtoitsdevelopmentstrategiesstressingsoundtechnologicalfoundationandrobustoperation,Hisenseexpandsitsbusinessintohigh-endindustriesandalsointothetoptiersofthoseindustriesthroughcontinuoustechnologicalresearchanddevelopment.Itismakingunremittingeffortsanddevelopingsuccessiveinnovationstogetherwithits60,000employeesaroundtheworldforthesamedream---developingHisenseintoanenduringenterpriseandglobalbrand.Aroundtheworld,HisensehasproductionbasesinSouthAfrica,Algeria,EgyptandsalesofficesinUSA,Europe,AustraliaandtheMiddleEast.Theproductsareexportedtoover100countriesandregionsthroughouttheworld.ⅡMarketingMixMarketingmixconsistsof4P,price,product(orservice),place(distribution),promotion,.Themarketingmixdescribesthespecificcombinationofmarketingelementsusedtoachieveobjectivesandsatisfythetargetmarket.1.PricePriceisoneofthemarketingmix.Fordifferentpricingobjectives,pricingpolicesandmethodswillbecarriedouttoachievecompanies,setgoals.Therearethreetypes3ofpricingpolicesormethods:costbasedpricingmethods,marketorientatedpricingmethodsandcompetitionbasedpricingmethods.sopricehasbecomeanstrategyandmethodstoenterthemarketofHisense.Hisenseproposedthesloganoftechnologygofurther,thepriceforastep,inTVsandairconditionings.SummedupthesuccessofHisensepricestrategyismainlydeterminedbythreefactors:First,therateofpricereductionisfast.Second,thesellingpointisexcellent.Third,provideadequatematerialtomedia.Hisenseisverygoodatusingthemediatoadvertise.2.Product(orservice)Inthemarketingmix,theproductisthemostimportantfactor,otherfactors,suchasprice,promotion,etc.,mustbebasedonit.sothattheproductstrategyisthecornerstoneofthemarketingmixstrategy.Hisenseadherestothedevelopmentstrategyofhigh-tech,high-quality,highlevelofservice,andcreatinganinternationallyfamousbrand.Fromtheoverallplanningofthebrandin1999,theHisense'snewproductsarecreatedmoreandmore.Thecompanyconstructedthe3Cframeworkledbyhomeappliances,communication,andinformation,withitsleadingproductsinTVs、airconditioners、refrigerators、mobilephones、moulding、fiberopticaltransceiversandintelligenttrafficmanagementsystems.3.Place(distribution)Whenaproductispurchasedbyaconsumer,itmayhavebeenboughtdirectlyfromthebusiness,oritmayhavethroughanumberofintermediaries,suchas,wholesaler,retailer,theseareknownasdistributionchannels.Thechannelsaredividedintodifferenttypes:directsale,directmail,telemarketing,Internet,andsoon.theproductsofHisensenotonlysoldintheDomesticmarketbutalsointheinternationalmarket.TheinternationalmarketincludingtheNorthAmericanmarket,theLatinAmericanmarket,theWesternEurope,theEasternEurope,theAustralianmarketandtheAfricanmarkets.4.PromotionOnceaproductisdevelopedtomeettargetmarketneedsandisproperlypricedanddistributed,theintendedcustomermustbeinformedoftheproduct'savailabilityandvalue.advertisingandpromotionarebasicactivitiesinaninternationalcompany's4mix.AdvertiseplaysaimportantroleintheHisense'sbrandbuilding.Alltheenterpriseofhouseholdelectricalappliances,Hisenseisnotthebestone,butthroughadvertisingandotherpublicitymeans,Hisensewasthemostprominentoneinthemarket.becauseofthefrequentadvertise,Hisensebecamethefastestrisingcompanyinhomeapplianceindustry,whichhasbeengreatconcernedbytheconsumers.IIISwotAnalysisSWOTincludingStrengths,Weaknesses,Opportunities,Threats.Throughanalysis,wecancombinatethebusinessstrategyoftheinternalresourcesandexternalenvironment.1.StrengthFirstly,Hisenseasahouseholdelectricalappliancemanufacturingcompanieshasamatureproductandservicecapabilities.Itcanbeusedasasolidfoundationfordevelopingtheinternationalmarket.Secondly,Hisensehasthebiggestcostadvantagecomparedtotheforeignhouseholdelectricalappliancesindustry,householdelectricalappliancesenterprisesinChinahascostadvantagemostlyduetoChina'scheaplabour.Thirdly,Accumulateandformateasaleteamfamiliarwiththeinternationalmarketing.2.WeaknessHisensehasthecompetitiveadvantageintheinternationalmarket,butalsohasparticularlycompetitivedisadvantage.Firstly,theHisenseisnotaprevalentbrandintheinternationalmarket.Hisenseneedstofocusonthevalueofbrand,developscientificmarketingstrategiestoexpandtheeffectofbrand.Secondly,Productslackthecorecompetitiveness.Hisen