the washing machine is 7753 million units, which the United States home appliance market wash clothes dryer Market Capacity about 16 million units, about 21% of the capacity of the global market. So Haier to become the true sense of the world's first home appliance brand, the development of the U.S. market is essential.
(5) The support of China's national policy. Chinese government to encourage national enterprises to go abroad, to the world, but also for export enterprises to provide a series of preferential policies, such as export tax rebates, etc..
3.Market research undertaken prior to market entry
（1）Market segmentation
Haier's research and development and market sales staff will be fine differentiation of the market is attributed to the style breakdown, segments, export segments and geographical segments of the four categories. Style subdivision can be divided into European style, Asian style and American style. By class division, can be divided into white collar and blue collar. Export direction can be subdivided into developed and developing countries. According to geographical segmentation can be divided into the South and the north, rural and urban. Haier will be divided into four aspects of the market, for different aspects of different marketing strategies to take. （2）Market potential
Ⅰ.Brand awareness. Haier brand in the United States home appliance
market has been operating for 12 years, but the brand awareness is still relatively low, only 37%. Of course, this is more complex reasons: such as brand promotion into the number of funds, brand positioning is clear, brand positioning and product positioning is consistent, and so on. Haier's brand awareness also has a lot of room for improvement.
Ⅱ.Market share. By 2011, Haier all kinds of household appliances refrigerator, washing machines, microwave ovens, television and other mediocre results, failed to achieve a major breakthrough. Market share there is a large room for improvement.
Ⅲ. We have not realized the scale of sales of electrical products. In the United States, large capacity is the mainstream and trend of home appliance products. Take the washing machine as an example, with the development of society, the mainstream capacity of washing machine has been made by 3.0.3. 5 cubic feet, up to 3.5.4.3 cubic feet. And Haier in the United States home appliance market sales are still small household electrical appliances, we have not realized the scale of sales of electrical products. Large capacity drum washing machines accounted for more than 90% of the share, while Haier's large drum washing machine failed to be displayed in the channel site.
4.Evaluation of the market environment
（1）Economic environment is an important environmental factor influencing the marketing activities of enterprises, including income, consumption expenditure, government expenditure, industrial structure, money supply,
interest rates, economic growth rate factors, this section only on income factors, industrial structure were analyzed. Ⅰ.High gross national product
The gross national product is an important indicator to measure a country's economic strength and purchasing power. The faster growth of the gross national product, the greater the demand and purchasing power of the commodity, and vice versa. The growth of consumption in any country is due to the development of the whole macro economy. The United States has a highly developed modern market economy, is the world's first economic power, in 2011 the U. S. GDP up to 15.065 trillion dollars, ranked No. 1 in the world, per capita GDP is $48147 world ranking 9th place. Ⅱ.Industrial structure to service industry
The United States industry is focused on the third industry with high added value, that is, the service industry. 3/4 of the country's workforce is engaged in service industry. America's tourism industry is very developed, ranking third in the world. The United States first industry, agriculture, forestry, animal husbandry and fisheries, although only 1% of GDP, but its exports accounted for more than half of the world's agricultural export market. Is the world's largest exporter of agricultural products, its main agricultural products include corn, wheat, sugar and tobacco. The second industry manufacturing energy construction industry accounted for 20.4% of GDP, industrial products mainly includes the airplane, automobile and
electronic products, the United States has rich mineral resources, including gold, oil and uranium. However, most of its energy supply rely on imports. Haier in the future development, should make full use of the third industry in the United States financial, scientific research, retail, entertainment, law and other resources.
（2）Policy and legal environment
The United States has a set of strict protection of the interests of its domestic producers of import management system, the main management measures:
Ⅰ.tariff protection Ⅱ.anti dumping Ⅲ.anti subsidy
Ⅳ.technical enforcement measures （3）Cultural environment Ⅰ. Self oriented values
Traditionally, Americans have a positive, affordable, hard work and a rich belief in personality traits. And with the suffering in the former, the enjoyment of the character in the post. The start of World War II white Americans began to leisure and pleasure. This trend has been accelerated in 1970s and 80 years of development. These changes greatly affect consumer behavior and marketing activities. Ⅱ.Environmental oriented values
Traditionally, Americans have always advocated cleanliness, change, performance, adventure, problem solving, and the conquest of nature. Although these values are not shaken, they are going through some big changes.
Ⅲ. The value of others oriented
The United States is an advocate of individualism, encourage
competition, pay attention to the male temperament and youthful vitality, while advocating nuclear The society of the heart family.
In summary, these characteristics of the Americans created the characteristics of the change of the consumer market, fair and free competition, Haier in carrying out the work in the United States should respect the American active, diligent and publicity personality.
5. Market entry
（1）The size of the US household appliances market
U. S. household appliance market capacity is huge, in 2009 the market capacity of about 47 million units, is the world's home appliance market share of about 1/3. The refrigerator, washer dryer, air conditioning (including dehumidifier), cooking appliances accounted for 31%, 31%, 20% and 18%. （2）Characteristics of the United States household electrical appliances industry
The characteristics of American household appliances industry are mainly:
MarketingstrategyanalysisofHaier海尔营销策略分析
