In 20 13 years, with the development of economy and the maturity of competitive market mechanism, the competition among enterprises is more intense. Traditionally, the field of competition is in the product part, and now it is shifting to the brand.

As for brand competition, it mainly focuses on how to provide support systematically to maintain long-term positive brand recognition and brand expansion. In this case, enterprises are required to be more cautious and innovative when implementing marketing strategies. This paper first discusses the current situation of home appliance market and Haier's practice, analyzes the advantages and disadvantages of Haier's marketing strategy by using the "4P" theory, and puts forward the corresponding optimization scheme.

- .