期末论文之国际营销英文版

2006学年第一学期期末论文

International Marketing Plan

——Hisense Group

课程名称：国际营销

任课教师：韩广义

学生姓名：许康

I Company Profit:

Hisense brand was recognized as a Famous Trademark in China by the State Administration of Industry and Commerce on January 5, 1999. Founded as Qingdao No.2 Radio Factory in 1969.Hisense in Chinese connotes an ocean-like broad vision and credibility that Hisense always values. The English name Hisense is composed of “high” and “sense”, which connote Hisense’s persistent pursuit of high technology, high quality and high taste.Hisense has now developed into a multibillion dollar global conglomerate, which has two listed companies (Hisense Electric Co., Ltd. (600060), on the Shanghai Stock Exchange, and Hisense Kelon Electrical Holdings Company Ltd. (000921), on the Shenzhen and Hong Kong Stock Exchanges)。owns three famous trademarks (Hisense, Kelon and Ronshen)。and provides a wide range of products and services includin g “multimedia”, “homeappliances”, “telecommunications” and ”information technology”. Adhering to its development strategies stressing sound technological foundation and robust operation, Hisense expands its business into high-end industries and also into the top tiers of those industries through continuous technological research and development. It is making unremitting efforts and developing successive innovations together with its 60,000 employees around the world for the same dream---developing Hisense into an enduring enterprise and global brand. Around the world,Hisense has production bases

in South Africa, Algeria, Egypt and sales offices in USA, Europe, Australia and the Middle East. The products are exported to over 100 countries and regions throughout the world.

ⅡMarketing Mix

Marketing mix consists of 4P,price,product(or service),place(distribution),promotion,.The marketing mix describes the specific combination of marketing elements used to achieve objectives and satisfy the target market.

1.Price

Priceis one of the marketing mix.For different pricing objectives,pricing polices and methods will be carried out to achieve companies, set goals.There are three types of pricing polices or methods:cost based pricing methods,market orientated pricing methods and competition based pricing methods.so price has become an strategyand methods to enter the market of Hisense.Hisense proposed the slogan of "technology go further, the price for a step",in TVsand air conditionings.Summed up the success of Hisense price strategy is mainly determined by three factors: First, the rate of price reductionis fast.Second,the selling point is excellent. Third,provide adequate material to media.Hisense is very good at using the media to advertise.

2.Product(or service)

In the marketing mix, the product is the most important factor, other factors, such as price, promotion, etc., must be based on it. so that the product strategy is the cornerstone of the marketing mix strategy.Hisense adheres to the development strategy of "high-tech, high-quality, high level of service, and creating an internationally famous brand".From the overall planning of the brand in 1999, the Hisense's new products are created more and more.The company constructed the 3C framework led by home appliances, communication, and information, with its leading products in TVs、air conditioners、refrigerators、mobile phones、moulding、fiber optical transceivers and intelligent traffic management systems.

3.Place(distribution)

When a product is purchased by a consumer,it may have been bought directly from