市场营销--英语论文

Introduction

This paper focuses on the combination of marketing, marketing mix and the impact of demand and supply and demand, through the analysis of Haier I want to learn more about what is corporate marketing mix, and by 4p + np Haier get what benefits

Haier is the largest brand in the world of home appliances, which was founded in 1984 in the city of Qingdao, the current Chairman of the Board, Chief Executive Officer of the Group Zhang Rui Min, Haier is the main founder. At present, Haier has established 21 industrial zones across the world, and five centers of R & D, 19 overseas trading companies, and employs more than 80,000 people around the world. 2011, Haier Group achieved a global turnover of 150.9 billion yuan, the brand value of 96.28 billion yuan, 11TH year in a row a list of the most valuable brands in China. Haier Group, the desirable 164 elementary school and with the help of High School hopes to produce 212 sets of Sciences cartoon "Haier Brothers", which is part of the Olympic Games in Beijing in 2008, sponsors the only white in the world. Haier to create its own brand in the country, local, and increase the Haier brand significantly reputation all over the world.

Chapter I Marketing Mix

Definitions of Marketing Mix

Marketing mix is the combination of corporate marketing activities applied various uncontrollable factors. In the early 1950s , according to the demand centers on the marketing concept , Professor McCarthy put the controllable factors of corporate marketing activities grouped into four categories, namely product, price, distribution channels and marketing , therefore , proposed marketing 4 ' portfolio .

2. How the marketing mix meets the market’s needs and requirements From the marketing point of view, the essence of marketing is to satisfy the needs of consumers and create their own value and corporate profits. This is a prerequisite for consumer demand for a variety of consumer goods, from luxury to household items, these products give consumers the convenience of life increase, creating a market for consumer goods, and consumers in use of the process through the use of monetary cost to get this kind of convenience or is satisfied, then such an exchange process can be simply interpreted as marketing. Marketing from commodity marketing to the current relationship marketing, marketing partners in the development process perspective, presents the development of a diverse trajectories, radioactive. Chapter II Explain the various elements of the marketing mix in Haier

1. Product

First of all Haier products, services are divided into pre-sale and after-sale three areas. In services by the market mainly in Haier Haier using Internet them comfortable - e-commerce platform site for potential customers to provide financing platform for information, it is "one of the two networks" as the basis, and the user to maintain a distance, and to meet individual customer needs quickly .Name" is the brand loyalty, brand awaren ess and customer. "Two networks” refers to Haier's sales network and payment networks. Haier worldwide sales, distribution and service network as well as between banks and payment networks, both for its convenient e-commerce services to