Haier's marketing strategy \x0d\ (1) Changes in marketing objects: From "tangible specific products" to "intangible corporate image", Haier people's initial understanding of marketing objects is natural and simple, that is, to make every product according to consumers' needs and meet consumers' requirements for high-quality products. This is because although Haier was the last designated enterprise in the refrigerator industry, the refrigerator was both a luxury and in short supply at that time. As long as the goods are marketable and of good quality, they cannot be sold at all. In this objective socio-economic environment, Haier people naturally take the "market-oriented" marketing concept as their guiding ideology, so at the beginning of Haier's establishment, a series of management standards and measures aimed at improving product quality were produced. (2) the change of brand strategy: from "brand product strategy" to "brand enterprise strategy". Although Haier people regard the implementation of brand strategy as their foothold and important strategy in the market competition from the beginning, the well-known Haier corporate brand that we know, are familiar with, recognize and trust today is actually a brand-name corporate brand gradually formed by Haier people after more than ten years of painful self-denial and continuous improvement, as Haier people gradually move from "brand-name product strategy" to "brand-name corporate strategy", and finally become the material carrier and symbol of Haier's overall image. At first, Haier, like many enterprises, took specific products as the marketing target under the guidance of "marketing concept", mainly targeting consumers in the target market. However, with the change of Haier's business philosophy, the marketing target has become the invisible overall image of the enterprise and the in-depth development of the strategic implementation of famous brand enterprises. Since the 1990s, Haier people have begun to expand the choice of marketing targets from consumers in the target market to the target public, and spread, maintain and improve the image of the target enterprise among a wide range of target public who may have an impact on the business objectives of the enterprise, which is the inevitable result of the transformation of Haier's business philosophy. \x0d\ IV。 Website promotion mode \x0d\ In order to enable consumers to obtain information about website products from different places, search engine has also become Haier's preferred promotion mode, which has improved the popularity and influence of the website and brought many potential users to the corporate website. In this way, with the help of other major websites, Haier can search from any webpage through links. This kind of promotion can achieve the expected purpose, and users can search the pages of their own websites more quickly. However, Haier also carries out publicity through other means, such as mass mailing, blog promotion, yellow pages and classified information, community (forum) promotion, soft text, viral marketing and other promotion methods. \x0d\ V. Marketing product strategy of the website \x0d\ Haier uses three different ways to market goods, including product pricing, positioning and brand strategy. (1) Pricing positioning: "If you don't do it, you must fight for the first place". The core idea of Haier brand strategy is to be the best, strive for the best, create the best and pursue Excellence. Haier's famous brand is not blown out by overwhelming advertisements, but by virtue of high technology and quality. \x0d\ (II) Brand strategy: The so-called brand strategy is to regard the brand as the first factor of enterprise development and emphasize the establishment of differentiated image of enterprises and products through the brand. Brand has enabled Haier Group to gain a sustainable competitive advantage and show strong competitiveness in participating in domestic and international market competition. In the period of lack of honesty and good service concept, Haier's strategy pays more attention to service. During this period, Haier won the trust of consumers with its uniqueness, difference, value and extensibility. \x0d\ (3) Haier brand: In addition to product quality, service and reputation, what is more important is its unique growth process. Haier's brand strategy has experienced three different stages of development, namely, brand strategy stage, brand diversification strategy stage and brand internationalization strategy stage. As the most obvious brand personality, it shows the difference from other products in product quality and service level, and its uniqueness determines the key for enterprises to win competitive advantage. Haier brand embodies a series of competitive resources, such as high-quality products, humanized service, quick response to the market and strong market integration, which are coordinated and integrated with each other, and also form Haier's brand advantage today. Haier has won the respect and loyalty of the vast number of users with its high-quality, humanized and "sincere and eternal" service. The gap between Haier brand and other home appliance brands has also created the gap and difference between Haier brand and other home appliance brands.