内容摘要随着全球经济一体化的发展，海尔作为中国家电行业的龙头企业，如何开展国际市场营销工作，特别是如何在美国这样的发达国家开展市场营销工作是摆在面前的重要工作。

2010年海尔品牌以6.1%的白色家电市场占有率蝉联全球第一家电品牌，但其销售主要集中在包括中国在内的亚洲、中东、非洲和拉美的发展中国家，在美国、欧洲等发达国家家电市场销售业绩并不理想。

美国是全球第一经济强国，是世界上消费水平最高的国家之一，世界名牌云集，市场潜力巨大，消费者对产品的质量要求高，购买力强。

海尔只有成功开拓以美国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。

随着美国家电市场上竞争者数量的增加以及竞争者的口臻成熟，海尔作为美国家电市场的新进入者，如何快速提升品牌知名度、扩大市场份额、实现大家电产品的规模销售，是海尔在美国市场上参与竞争要解决的首要问题。

本文以市场营销策略的基本理论和方法为基础，综合运用国际市场营销等相关理论和SWOT分析工具，对海尔在美国家电市场的营销策略进行案例研究。

论文首先介绍了海尔开拓美国家电市场的必要性和海尔开拓美国家电市场的历程和现状。

其次，介绍海尔在美国家电市场所处的宏观环境和行业环境，其中宏观环境主要涉及人口、经济、政治法律和文化因素，行业竞争环境主要涉及美国家电产业市场规模、特征、销售渠道和竞争者等。

关键词：海尔家电美国市场营销策略With the development of the global economy, as China's Haier appliance industry 's leading enterprises, how to carry out international marketing efforts , particularly in how to carry out marketing efforts in such countries the United States is an important work that lies ahead . 2010 Haier brand with 6.1% market share in white goods appliances won the world's first brand , but its sales are mainly concentrated in Asia , the Middle East , Africa and Latin America in developing countries , including China , the United States, Europe and other developed countries appliance market performance is not satisfactory. The United States is the world's largest economy , is one of the world's highest level of consumption , the world famous gathered a huge market potential , consumer products, high quality requirements, strong purchasing power . Haier appliance market successfully develop only in developed countries , represented by the United States to become the world's first appliance brand in the true sense . With the increase of the number of competitors in the U.S. appliance market and the competitors mouth mature. Haier as the U.S. appliance market new entrants, how quickly increase brand awareness , expand market share and achieve large- scale sales of home appliances, Haier in to solve the first problem involved in the competition on the U.S. market.In this paper, the basic theory and methods of marketing strategy , based on the integrated use of international marketing theory and SWOT analysis tools , Haier marketing strategy in the U.S. appliance market case studies . Haier pioneering paper introduces the U.S. appliance market and the necessity to develop the U.S. appliance market , Haier 's history and current situation . Secondly, the introduction of Haier appliance market in the United States in which the macro environment and industry environment , including macroeconomic environment mainly related demographic, economic , political, legal and cultural factors , industry competition mainly involves the U.S. appliance industry market size , characteristics, distribution channels and competitors and so on.Keywords: Haier appliance American Marketing Strategy内容摘要．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．I Abstract．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．II 1 导言．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．1 1.1 研究背景与意义．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．11.2 研究思路与方法．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．12 海尔集团营销策略基本理论．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．4 2.1国际市场营销概念．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．2 2.1 SWOT丁分析法．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．2 2.2 战略联盟理论．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．22.3 本土化理论．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．23 海尔集团美国市场开拓过程及发展现状．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．2 3.1海尔集团开拓美国市场的必要性．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．23.2海尔家电美国市场发展现状．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．24 海尔集团美国市场开阔存在的问题．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．4 4.1 金融危机的机会与威胁．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．4 4.2 反倾销反补贴的威胁．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．5 4.3 销售渠道集中的机会与威胁．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．8 4.4 品牌集中的机会与威胁．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．84.5 无条件退货条款的威胁．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．85 海尔集团美国市场营销策略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．10 5.1 战略联盟策略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．10 5.2 本土化策略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．11 5.3 OEM与品牌并重策略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．11 7 结论．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．15参考文献．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．16致谢．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．171 导言1.1 研究的背景与意义1.1.1 研究的背景海尔集团创立于1984年。