海尔在欧洲营销策略研究(3)

毕业论文姓名：金晶院系：经济与管理学院班级：12级国商2班指导老师：杜云香论文题目海尔家电在欧洲市场的营销策略研究目录摘要.......................................................................................................................................................................3ABSTRACT...............................................................................................................................................................4第一章海尔家电经营状况分析....................................................................................................................51.1海尔集团概况.....................................................................................................................51.2海尔家电在欧洲的市场环境分析—以德国市场为例........................................................61.2.1海尔家电在欧洲的成功因素...................................................................................................61.3海尔集团科研体系—海尔中央研究院...............................................................................71.4海尔集团营销策略和评述.............................................................................................81.4.1集团现行市场定位...........................................................................................................81.4.2集团现行市场战略...........................................................................................................8第二章海尔家电市场环境分析..........................................................................................................................92.1海尔集团发展概况.........................................................................................................92.2海尔集团演变历程.........................................................................................................92.3国际化战略阶段（1998年—2005年）...................................................................102.4全球化品牌战略阶段（2005—）..............................................................................102.5集团区域内主要竞争对手分析........................................................................................11第三章海尔集团目标市场选择......................................................................................................................123.1欧洲的市场选择...............................................................................................................123.2集团市场细分...................................................................................................................123.3海尔家电集团市场定位....................................................................................................13第四章海尔集团营销组合策略............................................................................................................144.1产品策略........................................................................................................................144.2渠道策略........................................................................................................................144.3价格策略...........................................................................................................................164.4促销策略...........................................................................................................................17摘要在全球经济走向一体化和我国加入WTO的背景下，民族企业面临着如何应对来自于国内外的强大竞争，如何在全球化竞争的环境中生存和发展的艰巨任务。与国外的跨国巨人相比，国内企业在资金、技术、人才、资源等方面的差距很大，这是优劣势极不平衡的较量，不公平，但又必须面对现实。为了迅速壮大，国际化成为国内企业首选的发展战略。海尔只有成功开拓以欧洲为代表的发达国家的家电市场才能成为真正意义上的全球第一家电品牌。随着家电市场竞争者数量的增加和竞争者的日臻成熟，海尔作为欧洲家电的进入者，如何扩大市场份额、提升品牌的知名度、实现家电产品的规模销售，是海尔在欧洲市场上参与竞争要解决的问题。本文试图通过分析海尔公司的营销方式，来了解海尔是如何发展自己的跨国经营核心竞争力，如何打开了苛刻的国外市场并能在竞争激烈的国外市场立足，讨论究竟是什么原因造就了海尔的国际品牌。中国各行各业的企业可以从海尔的发展经历和经验中得到启迪。ABSTRACTwiththeglobaleconomy’sintegrationandChina’saccessiontotheWTO,nationalenterprisesfacedthearduoustaskthathowtorespondtothestrongcompetitionathomeandabroad,howtosurviveanddevelopbetterintheglobalcompetitiveenvironment.Comparedwithforeignmultinationalcorporations,domesticenterpriseshavegreatdisadvantagessuchascapital,technology,talents,resources,andsoon.thisistheadvantageanddisadvantagewithunbalanceandunfair,butwemustfaceit.Inordertorapidlyexpand,Internationalizationhasbecomethepreferreddevelopmentstrategyofdomesticenterprises.Theonlywaytobecomeatruesenseoftheworld’sfirsthomeappliancebrandistosuccessfullydevelopthehomeappliancemarketonbehalfofthedevelopedcountriesinEurope.Withthenumberofcompetitorsincreasingandcompetitorsisgettingmoremature,Haier,regardastheentrantofthehomeapplianceinEurope,howtoexpandmarketshare,increasebrandawarenessandthelargehomeappliancescaleofsalesistheproblemthatHaierintheEuropeanmarkettoparticipateincompetitiontosolve.ByanalyzingthemarketingapproachofHaiercompany,understandingHaierishowtodevelopcorecompetitivenessoftransnationaloperation,howtoopenaharshforeignmarketsandbasedinthefiercecompetitionintheforeignmarket,discussthereasonsforestablishingtheinternationalbrandofHaier.AllkindsofdomesticenterpriseswillgetenlightenmentfromHaier’sexperienceanddevelopment.第一章海尔家电经营状况分析1.1海尔集团概况海尔集团是全球领先的整套家电解决方案提供商和虚实融合通路商。公司1984年创立于青岛。创业以来，海尔坚持以用户需求为中心的创新体系驱动企业持续健康发展，从一家资不抵债、濒临倒闭的集体小厂发展成为全球最大的家用电器制造商之一。2011年，海尔集团全球营业额1509亿元，在全球17个国家拥有8万多名员工，海尔的用户遍