（一）摘 要
随着信息时代的到来，家用电器的智能化、网络化、信息化越来越引起了业界的关注，其发展速度也越来越快。目前，家庭联网的家电产品主要有空调器、电冰箱、微波炉和数码相机等。用户们渴望能轻松地体验妙趣横生的数字化享受家用电器的生活，客户的应用需求是多种多样的，在现实生活中，家用电器的消费群体逐渐加大。
而国产品牌海尔则是做到了面向市场、面向世界。海尔已成功打入国际市场。面对国际上如火如荼的家电发展形势，本文就海尔集团的现状及发展趋势，进行了深入细致的分析。并在此分析基础上，结合海尔企业现状，提出了三种可行的战略选择及相应的战略实施建议，以巩固和加强海尔集团现有的竞争优势，建立企业未来的竞争优势。
（二） 市场分析
.海尔集团是世界第四大白色家电制造商、中国最具价值品牌。旗下拥有240多家 法人单位，在全球30多个国家建立本土化的设计中心、制造基地和贸易公司，全球员工总数超过五万人，重点发展科技、工业、贸易、金融四大支柱产业，已发展成全球营业额超过1000亿元规模的跨国企业集团。
海尔集团在首席执行官张瑞敏确立的名牌战略指导下，先后实施名牌战略、多元化战略和国际化战略，2005年底，海尔进入第四个战略阶段——全球化品牌战略阶段，海尔品牌在世界范围的美誉度大幅提升。1993年，海尔品牌成为首批中国驰名商标；2006年，海尔品牌价值高达749亿元，自2002年以来，海尔品牌价值连续四年蝉联中国最有价值品牌榜首。海尔品牌旗下冰箱、空调、洗衣机、电视机、热水器、电脑、手机、家居集成等18个产品被评为中国名牌，其中海尔冰箱、洗衣机还被国家质检总局评为首批中国世界名牌，2005年8月30，海尔被英国《金融时报》评为“中国十大世界级品牌”之首。2006年，在《亚洲华尔街日报》组织评选的“亚洲企业200强”中，海尔集团连续第四年荣登“中国内地企业综合领导力”排行榜榜首。海尔已跻身世界级品牌行列，其影响力正随着全球市场的扩张而快速上升。
截止到2007年，海尔累计申请专利7883项（其中发明专利1736项）；仅2007年，海尔申请专利875项（其中发明专利502项），平均每个工作日申请2项发明专利。在自主知识产权的基础上，海尔已参与9项国际标准的制定，其中3项国际标准即将发布实施，这表明海尔自主创新技术在国际标准领域得到了认可；海尔主持或参与了152项国家标准的编制修定，制定行业及其它标准425项。海尔是参与国际标准、国家标准、行业标准最多的家电企业。
在创新实践中，海尔探索实施的“OEC”管理模式、“市场链”管理及“人单合一”发展模式引起国际管理界高度关注。目前，已有美国哈佛大学、南加州大学、瑞士IMD国际管理学院、法国的欧洲管理学院、日本神户大学等商学院专门对此进行案例研究，海尔“市场链”管理还被纳入欧盟案例库。
从2006年起，海尔进入了全球化品牌战略阶段，通过从目标到目标、从用户到用户的端到端的流程，打造卓越运营的商业模式。海尔的信息化革命，意味着 “新顾客
时代”的开始。海尔通过流程机制的建立和卓越商业模式的打造，创造和满足全球用户需求。海尔已经启动“创造资源、美誉全球”的企业精神和“人单合一、速决速胜”的工作作风，通过无边界的团队整合全球化的资源，创出中国人自己的世界名牌！
（三）产品分析
海尔冰箱从1984年建厂至今，坚持技术质量上的高起点，强化全员质量意识和产品质量意识，坚持技术进步，通过狠抓产品质量，创立了海尔冰箱名牌。
海尔冰箱从生产开始，就一直坚持技术，质量上的高起点，一直坚持名牌战略，并以此做为自身产品的口号。产品的质量提高，强化全民质量意识是非常关键的。1985年，集团总裁张瑞敏将76台有质量问题的冰箱砸毁，使海尔职工的质量意识有了质的提高。在海尔多年的生产中，不断进行技术的开发，确保其在市场上的技术领先地位。其无氟节能冰箱研制上已达到国际最高水平，成果曾代表中国和亚洲先后参加了美国“世界地球日”，维也纳“氟利昂及哈龙替代国际学术交流会”，印度新德里“国际无氟成果研讨会”等多个国际学术交流会，引起世界的轰动，被世界环保组织誉为“世界多一个海尔，地球多一份安全”。
（四）品牌创立
海尔在二次创业、多元化发展的过程中，通过立足市场来发展名牌，通过强化管理来巩固名牌，通过联合舰队来延伸名牌，通过不断的技术创新确立海尔品牌地位。
1． 立足市场，发展名牌。以市场规律为依据，在质和量的矛盾面前，海尔总是
首先确保产品质量、管理，然后再扩大产量、规模，以质取胜，以名牌取胜。海尔始终坚持“用户第一”的思想。海尔认为，名牌要靠用户和市场认可，名牌更要靠优良的服务来创造和维护。因此，海尔把售后服务看成创造名牌、宣传名牌、维护名牌、发展名牌的重要环节和首要领域。 2． 强化管理，巩固名牌。海尔在追求一流产品的同时，十分重视追求一流的管
理，以质量为中心从严治理，花大力气强化以质量为主线的科学管理体系。在引进先进的工装设备同时，全面引进先进的管理手段和管理标准，积极推行质量否决权制，把一切质量过失否决在生产过程中。海尔形成了一套符合企业特点的、科学合理的管理方法——日清日高管理法，即OEC管理，形成企业内部的良性运转机制，并造就出一支高素质的员工队伍。 3． 联合舰队，延伸名牌。在市场竞争中，有名牌，但没有规模，则名牌无法发
展与保持；有规模但无名牌，则规模也不可能实现。为此，海尔提出了“联合舰队”的管理模式，即海尔集团的模式不应是一列火车，而应是一支联合舰队，每一舰只都有自己很强的战斗力，又可联合作战，整体大于部分之和。这样，就能以一个名牌产品发展成为一个名牌群，延伸了名牌的范围。 4． 技术创新，确立品牌地位。海尔在进行技术创新时遵循着三条原则：“课题市
场化”、“成果商品化”、“目标国际化”。 海尔采取“先难后易”的出口战略，即首先进入发达国家建立信誉，创出牌子，然后再以高屋建瓴之势占领发展中国家的市场。
（五）营销策略
海尔的策略是将集团品牌划分为企业牌(产品总商标)、行销牌(产品行销商标)和产品牌(产品类别名称)三个层次。从家电的长线产品考虑,海尔将各类别家电产品统一以总商标统筹,
叫做产品总商标;结合各产品特点,策划确定出产品主题词,以该主题词为中心,根据品种、型号扩充,演绎出一系列行销商标,最大限度地发挥了海尔名牌的连带影响力,大大降低了广告宣传中的传播成本。
1.海尔的品牌产品组合策略。(1)单一品牌战略。单一品牌战略是指企业的多种产品使用同一品牌的战略,一种品牌成功后,又延伸到其他产品上。海尔采用的是完全的单一品牌战略。海尔所有的产品都使用海尔的品牌,形成一个蔚为壮观的品牌大家族。(2)品牌延伸战略。品牌延伸就是指一个品牌从原有的业务或产品延伸到新业务或产品上,多项业务或产品共享同一品牌。品牌延伸有两类:一是品种延伸，它是现有品牌向同一品类的不同品种的延伸。二是品类延伸,品类延伸通常不另外引入副品牌,而把品类名作为副品牌与主品牌的复合。
2.海尔品牌的渠道组合策略。采取直供分销制,自建营销网络。采取特许经营方式,建立品牌专卖店。
3.海尔品牌的促销策略。海尔的品牌广告。海尔多年来的广告策略注重树立其品牌形象。海尔结合市场细分,把广告细分为:企业形象广告、品牌形象广告和产品性能广告等若干类别。在不同时期、不同市场、不同的产品和不同的消费者中进行不同的宣传形式。海尔的品牌公关。品牌公关是指企业或品牌主通过新闻报道和对社会公共活动的参与而进行的品牌传播,并由此建立品牌主与公众的互动关系,它对建立和增强品牌形象有重要作用。品牌公关可分为两类:一类是赞助公关,另一类是危机公关。
4.海尔品牌的定价策略。海尔产品定价的目的是树立和维护海尔的品牌和品质形象。海尔产品定价的原则:1)产品价格即消费者认可的产品价值;2)消费者关注产品价值比关注产品价格多得多;3)真正的问题所在是价值,而不是价格。
海尔的价格策略从来都不是单纯的卖产品策略,而是依附于企业品牌形象和尽善尽美的服务之上的价格策略。这种价格策略赢得了消费者的心,也赢得了同行的尊重与敬佩,更赢得了市场。
（六）产品系列
海尔针对不同的消费者和市场，以卡萨蒂系列和海尔王子系列应对市场的不同需求。其中以豪华，智能化的卡萨蒂系列针对来自国外的品牌，比如：西门子，松下，三星，LG等来自韩国和日本的品牌。在以海尔的王子系列延伸出彩晶王子，小王子，双王子等不同系列应对来自国内品牌的冲击。 卡萨帝
该系列最早是海尔为占据欧美市场而研发的产品，当初根据调查，70%的被访者都抱怨：家里经常要冷冻大鱼、火鸡、大蛋糕等食品，而传统的对开门冰箱已经无法满足这一需要。
根据消费者的这些需求，海尔推出了卡萨帝法式对开门冰箱。由于传统的对开门冰箱已经有60年的历史，但产品容积虽大，空间却小的弊端使美国当地消费者的生活受到很多限制。而海尔卡萨帝法式对开门冰箱彻底颠覆了小空间的局限性，靠阔绰的使用空间而受到欧美消费者的青睐，带动了美国市场的高增长。在中国经济快速发展下，卡萨帝系列以成为海尔应对国外高端产品的一剂良药。 王子系列
海尔的王子系列是海尔针对国内市场的系列，在其下衍生出了不同的王子系列。以其简约流畅的外观设计应对国内不同客户群体的需要。彩晶王子以其现代化的外观，亮丽的色彩吸引时尚人群的目光，双王子等以其节能的卖点吸引普通家庭的目光。以不同的高科技技术引领国内冰箱潮流，使其18年来一直稳居国内销售排行的冠军，得到广大消费
者的信赖与支持。
市场占有
2009年1月，海尔以42.0%的关注比例继续领跑冰箱市场。不仅在中国市场上无人能敌，海尔冰箱在国际市场上也扮演领军者的角色。据世界著名消费市场研究机构
冰箱市场品牌关注比例
中国市场调查
在强大的关注度下，海尔冰箱在国内的销售非常优秀。来自中怡的最新销康售数据显示,2008年上半年,海尔冰箱以28.3%占据销量首位,海信与容声重组后以10.5%位居第二,新飞、西门子分别以9.4%、8.8%的销量紧随其后。如果按照销售额统计,海尔则以29.4%的份额位居第一,西门子、容声、新飞分别以12.1%、8.2%、8.1%占据第二、三、四名的位置,三星、美的紧随其后。
从上面的分析中可以得出，国外品牌的冰箱在中国区内的销售量不是很好。根据国家信息中心提供的数据，2007年，国产、欧美、韩国、日本品牌在冰箱市场内各占的份额约为67%、20%、7.2%与3.8%，这个数字在去年变为69.2%、18.48%、6.6%与4.11%。国产品牌正在蚕食原被外资品牌占据的市场。松下冰箱在占据全国销量17.19%的华南市场一举
跻身前五名，品牌零售市场占有率也紧随国产军团之后，将LG挤出前10名，还拉了三星做垫背。在四开门与五开门冰箱市场，东芝也于美菱、海信、容声并驾齐驱，共享高端盛宴。
海尔冰箱市场占有率变化对比（%）
从以上图表可以得出，在国内市场上本国的品牌依然占据着绝大部分的销售额，其中海尔仍以将近30%的市场占有率位居国内销售排行榜的首位，以此显示出海尔这个品牌不俗的实力
产品分析总结（SWOT分析） ⑴S——优势
产品知名度高，是中国家电名牌产品，产品功能多样化，可以拓展的渠道广。 ⑵W——劣势
是知名品牌，但在市场宣传的力度不够，产品代言人的社会影响力不够，对产品销售的影响不够。 ⑶O——机会
产品功能多样化，可以拓展更多的销售渠道，从而获得更全面的消费人群;产品知名度高，并且是家电下乡的优秀品牌，可以提高销售终端的促销力度，带动销售。 ⑷T——威胁
同类产品众多，产品功能相似，诉求点相似，促销手段突出，并在产品的宣传力度上较大，因此有一定的威胁。
（七）冰箱未来的发展趋向
（图3）2009年1月中国市场不同箱门冰箱关注比例分布
2009年1月，双开门冰箱以66.6%的关注比例占据市场绝对关注主流。三开门冰箱位居其次，关注比例为18.1%。对开门冰箱排在第三位，关注比例为10.7%。单开门冰箱已经进 入衰退时期，关注度很小也是在意料之中。而支撑单开门冰箱的是那些设计时尚的迷你冰箱。多开门冰箱的地位较为尴尬，论时尚外观不如对开门，论产品价格比三开门贵很多，因此关注度始终在较低的水平。
（图4）2008年11月至2009年1月不同箱门冰箱关注度走势
近三个月来，双开门冰箱的关注度走势节节攀升，是各类箱门冰箱中唯一一类关注度持续上涨的冰箱。双开门冰箱2009年1月较2008年11月的关注度大幅提升7.5个百分点。三开门冰箱、对开门冰箱、单开门冰箱以及多开门冰箱的关注度均呈下滑趋势，以对开门冰箱的关注度下滑幅度最大，为3.6个百分点。
2、不同容积
（图5）2009年1月中国市场不同容积段冰箱关注比例分布
数据显示，201-250升容积冰箱是2009年1月最为热门的冰箱产品，关注比例高达36.9%。180-200升积冰箱的关注度位居其次，关注比例为23.7%。180升以下容积段冰箱的关注比例为18.1%。上述三者的关注比例之和高达78.7%，由此可见中等容积以及小容积冰箱在市场上较为受宠，其潜在消费者为数众多。 综上所述：冰箱未来的发展趋势
1双开门 2大容积 3节能环保
家电耗电大户空调和冰箱两个产品率先推行“能效等级”制度，将产品分为一至五个等级，第五级为“进入门槛”，不达标者禁止在市场上销售。并且经融危机的发生，节能的关注度更高。
4保鲜技术
随着消费者生活水平的提高，营养健康的消费理念越来越受青睐，保鲜将成为今年冰箱市场主流风向标。
5杀菌技术
保持冰箱的清洁度，是冰箱的清洁度能提升，从而使消费者能更安心的实用冰箱。
The relationship between Haier refrigerator and enterprises
(a) Abstract
With the advent of the information age, intelligence, networking, informationhousehold appliances increasingly aroused the concern of the industry, theincreasingly rapid pace of development. At present, the family networkappliance products mainly include air conditioners, refrigerators, microwave ovens and digital camera etc.. The user can easily be full of wit and humourare eager to experience of digital home appliances enjoy life, customers demand is diverse, in real life, household appliances consumer groupsgradually increased.
And domestic brands Haier is done based on the market, facing the world.Haier has been successfully into the international market. Faced with the situation of household electrical appliances the like a raging fire, based on the current situation and development trend of Haier group, to conduct in-depth and detailed analysis. And based on this
analysis, combined with theHaier enterprise present situation, and puts forward some suggestions on implementing three feasible strategy and the corresponding strategy, in order to consolidate and strengthen the Haier group's competitive advantage, build competitive advantage in the future.
(two) market analysis
At Haier group is the world's fourth largest white goods manufacturer, Chinamost valuable brands. Owns more than 240
Legal person units, design center, the establishment of localization in more than 30 countries around the world manufacturing base and trade company,employees more than fifty thousand people worldwide, the development of science and
technology, industry, trade, finance, the four pillars of the industry focus, has developed into a global turnover of more than 100000000000 yuan of the size of the multinational enterprise group.
Haier Group CEO Zhang Ruimin established under the guidance of brand-name strategy, has the implementation of brand strategy, diversification strategy and internationalization strategy, by the end of 2005, Haier entered the fourth stage of the strategy -- strategic stage of global brand, Haierbrand worldwide reputation greatly enhance. In 1993, Haier brand to become the first batch of A Well-Known Trademark in China; in 2006, Haierbrand value is as high as 74900000000 yuan, since
2002, Haier brand value for four consecutive years won China most valuable brand list. Haierbrand of refrigerator, air conditioner, washing machine, TV, water
heater,computer, mobile phone, Home Furnishing and integration of the 18 products were rated as China brand, which Haier refrigerator, washing machine has been rated as the first batch of Chinese world famous nationalquality inspection administration, in 2005 August 30, Haier was Britain's\"Financial Times\" named \"Chinese ten
world-class brand\" of the first. In2006, named \"Asian Wall Street
journal\" organization \"Asia's top 200 enterprises\years topped the\"integrated leadership\" China mainland companies to list. Haier has beenamong the ranks of world-class brand, its influence is expanding as the global market and rapid increase.
By the end of 2007, Haier had applied for 7883 patents (including 1736 invention patents); only in 2007, Haier applied for 875 patents (including 502 invention patents), the average working day apply for 2 patents. On thebasis of independent intellectual property rights, making Haier has participated in the 9 international standards, including 3 international standards will be promulgated and implemented, which indicates that Haiertechnical innovation has been recognized in the field of international standards; preparation of the revision Haier chaired or participated in 152
national standards, the development of industry standards and other 425.Haier is a household electrical appliance enterprises to participate in
international standards, national standards, industry standard for most. In practice, Haier to explore the implementation of the \"OEC\" management mode, \"market chain\" management and \"one person in one\" model of development caused the high attention from international management field.At present, the Harvard University, University of Southern California,America Swiss IMD Graduate School of international management, Europeanmanagement school, Kobe University business school specially for this case study, Haier \"market chain\" management has also been included in the EU case library.
From 2006 onwards, Haier entering the globalization brand strategic stage,from goal to goal, from user to user's end-to-end processes, to build operational excellence business model. The information revolution Haier,means the beginning of \"customers of the new era\". By creating a Haier flowmechanism and the business model of excellence, creating and meeting the needs of users worldwide. Haier has been launched to \"create resources,global reputation as\" the spirit of enterprise and \"one single
unity, quickvictory\" style of work, through the integration of global resources without boundary, a Chinese own brands in the world!
(three) the product analysis
Haier refrigerators from the plant since 1984, insist on the quality of the high technology, strengthening quality consciousness and awareness of product quality, adhere to technological progress, make product quality, create thebrand Haier refrigerator.
Haier refrigerator from production, has always insisted on technology, highstarting point of quality, always adhere to the strategy of famous brand, and to do for their own product slogan. Improving the quality of the product,strengthen the quality awareness is the key. In 1985, Zhang Ruimin of president of group of 76 sets of quality problems of refrigerator smashed,the quality consciousness Haier workers have
improved. In Haier years of production, development of technology, to ensure that its market leading position in technology. The fluorine free refrigerators development has reached the highest international level, results have represented the Chinaand Asia has participated in America \"World Earth Day\academic exchanges, substitution will\seminar\" and other international academic exchange, cause world sensation, is world environmental organizationknown as \"the world's more than a Haier, the earth more than a safety\".
(four) brand creation
In the process of Haier do poineering work the two times, the diversified
development, to develop famous brand by basing ourselves on the market,to consolidate the brand through strengthening management, through thecombined fleet to
extend brand, establish Haier brand position through continuous technological innovation. 1 based on the market, the development of brand. According to the laws of the market, in the face of the quality and quantity of the contradiction, Haieralways first to ensure product quality, management, and then to expand production, scale, quality, brand name. Haier always adhere to the \"customer first\" idea. Haier think, brand name to rely on customers andmarket recognition, brand more rely on excellent service to create and maintain. Therefore, the after sale service Haier as creating famous
brand,brand, brand promotion, brand maintenance an important link in the development and primary areas.
2, strengthen management, strengthen brand. Haier in pursuit of first-classproducts at the same time, attaches great importance to the pursuit of first-class management, take the quality as the center, strict management, great effort to strengthen the quality of the main line of the scientific management system. In the introduction of advanced equipment at the same time, a comprehensive introduction of management means and standard advanced,actively promote the quality veto system, all
the quality fault veto in the production process. Haier formed a set of suitable for the company,reasonable and scientific management method -- the NIKKO management,OEC management, form the benign operation mechanism inside enterprises, and created a high-quality staff team.
The 3 fleet, extending brand. A famous brand in the market competition,but does not scale, brand, is unable to development and conservation;scale but no famous brand, is also impossible to achieve scale. Therefore,Haier proposed the \"joint fleet\" management mode, namely Haier groupmode is not a train, but should be a combined fleet of ships, each has its own strong fighting capacity, and joint operations, greater than the sum of the parts. In this way, can be a brand-name products become a famousgroup, extend the range of brand.
4 technological innovation, establish the brand position. Haier followed the three principles in technological innovation: \"subject to market\
of internationalization\". Haier take \"the first easy\" exit strategy, namely the first into the developed countries to establish credibility, create brand, and then occupied the developing countries tosweep down irresistibly from a commanding height of the potential of themarket.
(five) marketing strategy
Haier strategy is to group brand into corporate brand (total of trademark products), marketing brand (product marketing and brand trademark)(product name) three levels. Considering from the home
appliance product,Haier each category household electrical
appliances in general trademarkunified planning, called the general trademark products; combined with theproduct characteristics, planning to determine the product key words, thetopic words as the center, according to variety, type of expansion, deduce a series of marketing business scale, to maximize
the Haier brand the jointinfluence, greatly reduces the cost of advertising communication. The 1 Haier brand product portfolio strategy. (1) a single brand strategy.Single brand strategy refers to the various products of the enterprise use the same brand strategy, a successful brand, but also extends to other products. Haier used is completely single brand strategy. All products are used Haier Haier brand, a brand to form a large family of spectacular. (2)the brand extension strategy. Brand
extension is extending a brand from the original service or product to a new business or product, business orproducts share a common brand. Brand extension has two kinds: one is theextension of the existing varieties, it is the brand to the same category of different varieties of extension. Two is the category extension, category extension is usually not in addition Deputy brand, and the category name as the vice brand and brand composite.
Channel 2 Haier brand portfolio strategy. Take the direct
supply distributionsystem, self marketing network. Take the franchise mode, set up brand stores.
3 Haier brand promotion strategy. Haier brand advertising. Haier years ofadvertising strategy to establish its brand image. Haier combines with market
segmentation, advertising is divided into: corporate image advertising, brand
advertising and product performance advertising certain categories. Different forms of propaganda in different periods, different market, different products
and consumers. Haier brand pr. PR is refers to the enterprise or brand through news reports and public activities Market share
In 2009 January, 42% Haier to concern the proportion continues to lead therefrigerator market. Not only in the Chinese market unmanned can enemy,Haier refrigerator also play
a leader role in the international market.According to the world famous consumer market research agency China market survey
In the strong attention, Haier refrigerator in domestic sales of very good.The latest pin from Yue Kang sales data shows, 2008 first half of the year,Haier refrigerator occupied the first in 28.3%, Hisense and RonShenreorganization in 10.5% ranks
second, Frestech, Siemens respectively by 9.4%, 8.8% of sales followed. If in accordance with the sales statistics, Haierto 29.4% share in the first, Siemens, RonShen, Frestech respectively by
12.1%, 8.2%, 8.1%, second, occupy three or four place, followed bySamsung, beauty. It can be drawn from the above analysis, the refrigerator foreign brands
soldin China area is not very good. According to the state information center data, in 2007, domestic, Europe, Korea, Japanese brands in therefrigerator market share of about 67%, 20%, 7.2% and 3.8%, the figure is 69.2%, 18.48%, 6.6% and 4.11% in the last year. Domestic brands areoccupied by foreign
brands on the market. Panasonic refrigerator in the sales market in Southern
China occupy 17.19% of the top five in one fell swoop, then brand retail market share also followed the domestic army, willLG out of the top 10, but also pull Samsung do. In the four door and fivedoor refrigerator market, Toshiba in Meiling, Hisense, RonShen racing together bridle to bridle, sharing the high-end banquet. Haier refrigerator market share of changes (%)
It can be drawn from the chart above, their own in the domestic marketbrands still occupy the most sales, which Haier still nearly 30% of the market share in the domestic sales of the top of the charts, which show Haierthis brand good strength Product analysis (SWOT analysis) The S -- advantage
The visibility of the product is high, China appliance brand products,product diversification, can expand the channels. The W -- weaknesses
Is well-known brands, but in the market propaganda is insufficient, productendorser social influence is not enough, the impact of product sales is not enough. The O -- the opportunity
The functional diversification of products, can develop more sales channels,to obtain more comprehensive consumer groups; the visibility of the productis high, and is an excellent brand of home appliances to the countryside, can improve the terminal sales promotion, drive sales. The T -- a threat
Many similar products, product similarity in
function, demand similar,promotions, prominent, and larger in the product propaganda, so there is a certain threat. (seven) the future development trend of the refrigerator
(Figure 3) in 2009 January China market different box door refrigeratorattention proportion distribution
In 2009 January, double door refrigerator to occupy the market with 66.6% of the absolute mainstream attention proportion. Three door refrigeratorranked
second, concern ratio of 18.1%. On the refrigerator door open in the third row, concerned about the ratio of 10.7%. Single door refrigerator has been put into
In a recession, attention is very small also in surprise. Supports the singledoor refrigerator is a mini refrigerator those fashion design. Multi door
refrigerator position more embarrassing than to open the door, on the appearance of fashion, the product price than the three door expensive,therefore the attention is always at a low level.
(Figure 4) from 2008 November to 2009 January, concerned about the trend of different box door refrigerator
Over the past three months, double door refrigerator concerned about the trend
of rising, is only a kind of refrigerator concern about the continuingrise of various box door refrigerator. Double door refrigerator in 2009January than in
2008 November increased 7.5 percentage points ofattention. Three door refrigerator, the refrigerator door, single door refrigerator and multi door refrigerator attention showed a downward trend,with the refrigerator door on the biggest decline, 3.6 percentage points. 2, different volume
(Figure 5) in 2009 January Chinese market volume refrigerator attention proportion distribution
Data display, 201-250 litre refrigerator is the most popular refrigeratorproducts for 2009 January, concerned about the ratio as high as 36.9%.180-200 l product refrigerator attention in second, concern ratio of 23.7%.Below 180
liters volume refrigerator concern ratio of 18.1%. The threeconcern the proportion of up to 78.7%, thus the medium volume and smallvolume of refrigerator is favored in the market, the number of potentialconsumers.
To sum up: the development trend of the future refrigerator
1 double door 2 volume of 3 energy saving and environmental protection
Electrical power hungry air-conditioning and refrigerator two products take the lead in the implementation of \"energy efficiency rating\" system, theproduct is divided into one to five grade, fifth grade for the \"thresholdhe crisis of energy saving, a higher degree of concern. 4 preservation technology
With the improvement of living standards, consumption concept andnutritional health and more popular, this year will become the mainstream offresh refrigerator market leader. 5 sterilization technology
Refrigerator to maintain cleanliness, cleanliness is the refrigerator can ascend, so that consumers can practical refrigerator more peace of mind.
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