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1、2006学年第一学期期末论文International Marketing PlanHisense 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 c
2、onnotes an ocean-like broad vision and credibility that Hisense always values. The English name Hisense is composed of “high” and “sense”, which connote Hisenses persistent pursuit of high technology, high quality and high taste.Hisense has now developed into a multibillion dollar global conglomerat
3、e, 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
4、 products and services including “multimedia”, “home appliances”, “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
5、 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 wo
6、rld,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. Marketing Mix Marketing mix consists of 4P, price,product(or service),place(distribution
7、),promotion,.The marketing mix describes the specific combination of marketing elements used to achieve objectives and satisfy the target market.1.Price Price is one of the marketing mix.For different pricing objectives,pricing polices and methods will be carried out to achieve companies, set goals.
8、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 strategy and methods to enter the market of Hisense.Hisense proposed the slogan of technology go further, the price for a step
9、,in TVs and air conditionings.Summed up the success of Hisense price strategy is mainly determined by three factors: First, the rate of price reduction is fast.Second, the selling point is excellent. Third,provide adequate material to media.Hisense is very good at using the media to advertise.2.Prod
10、uct(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, hi
11、gh level of service, and creating an internationally famous brand. From the overall planning of the brand in 1999, the Hisenses 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
12、 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 the business,or it may have through a number of intermediaries,such as,whole
13、saler,retailer,these are known as distribution channels. The channels are divided into different types:direct sale,direct mail,telemarketing,Internet,and so on.the products of Hisense not only sold in the Domestic market but also in the international market. The international market including the No
14、rth American market, the Latin American market, the Western Europe, the Eastern Europe, the Australian market and the African markets.4. Promotion Once a product is developed to meet target market needs and is properly priced and distributed,the intended customer must be informed of the products ava
15、ilability and value.advertising and promotion are basic activities in an international companys mix.Advertise plays a important role in the Hisenses brand building. All the enterprise of household electrical appliances, Hisense is not the best one, but through advertising and other publicity means,
16、Hisense was the most prominent one in the market . because of the frequent advertise , Hisense became the fastest rising company in home appliance industry, which has been great concerned by the consumers.III Swot Analysis SWOT including Strengths ,Weaknesses ,Opportunities,Threats.Through analysis,we can combinate the business strategy of the internal resources and external envir
