Harvard regards it as a case study, which has been widely publicized. At that time, not so many people had refrigerators, and a refrigerator was also very valuable, because quality inspection was not in front of all workers, and quality was life.

In 20 10, Haier brand ranked first in the world with 6. 1% market share of white goods, but its sales were mainly concentrated in developing countries in Asia, the Middle East, Africa and Latin America, including China, and its sales performance in developed countries such as the United States and Europe was not satisfactory.

The United States is the world's largest economic power and one of the countries with the highest consumption level. There are many world-famous brands with huge market potential. Consumers demand high-quality products with strong purchasing power.

Only by successfully exploring the home appliance market in developed countries represented by the United States can Haier become the world's first home appliance brand in the true sense. With the increase and maturity of competitors in the American home appliance market, as a new entrant in the American home appliance market, how to quickly enhance brand awareness, expand market share and realize large-scale sales of home appliances is the primary issue for Haier to participate in the American market competition.

Based on the basic theories and methods of marketing strategy, this paper makes a case study of Haier's marketing strategy in the American home appliance market by using international marketing and SWOT analysis tools.

Firstly, the paper introduces the necessity of Haier's development of American home appliance market and the course and present situation of Haier's development of American home appliance market.

Secondly, it introduces the macro-environment and industrial environment in which Haier is located in the American home appliance market, in which the macro-environment mainly involves demographic, economic, political, legal and cultural factors, and the industrial competitive environment mainly involves the market size, characteristics, sales channels and competitors of the American home appliance industry.