The study on Haier’s Marketing Strategy of household appliance going to the countryside

摘要

with the context of the global financial turmoil,the implementation of the policy of household appliance going to the countryside not only expands domestic demand but also offers new market opportunities to appliance manufacturers. By analyzing Haier’s targeted market of refrigerators to countryside and the argumentation on its capacity in market promoting strategy in rural areas,this paper elaborates how Haier occupied the rural market by its customized refrigerator products. Haier has taken a marketing strategy in rural market different from that in urban market. It developed various new products suitable for rural consumption on the base of market segments,formulated a reasonable price strategy,selected an appropriate distribution channel,took promoting method easily accepted by rural residents,and formed a special marketing mix for the rural market. In the context of the implementation of household appliance to the countryside,though continuous product innovation and promotion,Haier draw away from competitors,improved the image of Haier,formed consumer loyalty and achieved a leading position in the appliance industry.