Research on the marketing innovation strategy of Chinese Haier Group

摘要

With the deeper degree marketization and the formation of buyers' market, Chinese home appliance industry is facing with the increasingly fierce competition. The article described the current situation of Chinese Haier Group and home appliance industry. Then, the author analyzed Haier Group's marketing environment via the survey and case analysis methods. Finally, the author discussed Haier Group's marketing innovation strategy. The article is useful to promote a more thorough understanding of the marketing innovation of Chinese Haier Group and home appliance industry.