当优势品牌遭遇价格战――惠而浦洗衣机面对哈姆雷特式营销疑问的解决策略研究

上海交通大学硕士学位论文当优势品牌遭遇价格战——惠而浦洗衣机面对哈姆雷特式营销疑问的解决策略研究姓名：蔡雪敏申请学位级别：硕士专业：工商管理指导教师：吕巍20050612WTO,,,2001—,,,.,,,,.Whenprestigiousbrandmeetswithpricewar--SolutiononWhirlpoolmachineversustoHamlet’smarketingstrategyABSTRACTPricingcompetitionisoneofthemostfrequentlyusedandimpressivetoolsintoday’sincreasinglydynamiccompetitivebusinessenvironment,especiallyinChinesehomeappliancemarket.Pricewarisaveryeffectivestrategytowinthemarketshareandbuildupbrandawareness;particularlyithasbeendeeplybrandedwithChinesecharacteristicsindomesticmarket.Lotsofarguinghasbeengivenonwhetherenterprisesshouldtakepricewarorbrandwar.Somemaysay:“thewaytodifferentiateaprofessionalmarketeristoobservehiscapabilitytocreate,maintain,protectandexpandabrand.”Or“setupbrandcanwincustomerloyalty.”“Theconsequenceforpricewarisdoubleloses.”Ontheotherside,thepricewarsupportersinsist:“Itiseasyforenterprisetoadjustpriceandithasthestrongreversibility.”etc.Suchcontroversyhasbeenperformedineachsinglemarket.Asthematteroffact,thereisnowrongorrightinmarketingstrategy,onlywinnerorloser.AfterenteringintoWTO,somebigforeignbrandshavecometoChinamarketaimingtogetabigmarketshare.Facingabiglocalmarketandvariouslocalhomeapplianceenterprises,westerncompaniesareponderingonhowtopositionthemselveswellinthemarketinamosttimelymanner.Asthetopbrandforwhitehomeappliancesproducts,Whirlpoolhasenteredintomarketin2001again.Givingthepromiseonnottakingpricewar,Whirlpoolseemsalittlebithesitationwhenfacingthefiercelocalcompetition.EvenWhirlpoolcantakeadvantagefromitsgoodbrandtobuildupasolidmarketfoundation.Ittakesverylongtimetoinfluenceconsumerbehavior,setupbrandrecognitionandformconsumptionpower.Thuspricewarseemsbetterwithshort-termpayback.Sowhichwayshouldbetaken?Howtoavoidthedamagetowardsbrandvaluethroughtheendlesshostilepricewarcycle.Thispaperwillusewhirlpool’stopbrand-washingmachineasanexampletoillustratetheleveragebetweenpricewarandbrandwarandhowtoco-operatewitheachother.AseriesanalysisonChinahomeappliancesmarketwillbegiveninthisarticle,andresearcheswillbeconductedontherelationshipmaintenancewhengoodbrandnamesmeetingpricewar.KEYWORDS:Whirlpool,WashingMachine,Brand,PriceWar,Solution2005061220050612MBA1:,(Tobeornottobe,thisisaquestion).TCL(1)WTOMBA2(2)2004(3)2004(4)2004(5)MBA32004WTO(6)(7)(1)202004(2)1+12(3)MBA4209020041~91546.55200418267%~8%14786%330%20%10%60%()MBA5LG6199862004121582004,LGMBA630%6MBA7(1)20042004200431GB/T4288–200320047”200410%70%1200/LGDD(2)MBA8200420%~30%351500LG20042004MBA9(1)……(2)(3)OEM(4)LG200213642004127820033%3%MBA10GB/T4288-200320043193.2%30%,5,,5:200520062007200820091,2001,2501,3001,4001,4505886097081,1911,2011,7881,8592,0082,2092,651MBA11•••••MBA12123456(1)(2)(3)MBA131)2)3)4)5)1)2)3)4)5)MBA142:1.2..,.,.,,,.,,,,,,,,.,,,.,,,,.MBA15,,,,.,,.,,,,,.,,.:1.2.MBA161)2)3)2004OEMMBA17WTO“” 19116200013217020011009,”…”,,,.,”…“.,,,,,…,.MBA18 9/14%14%199714%619967    2003,1 WHIRLPOOL 2ELECTROLUX  3GE APPLIANCE       4 MATSUSHITA 5— BOSCH—SIEMENS   6  MAYTAG 7SHARP              8TOSHIBA 9HAIER 10HITACHI 9.MBA19,(1)2l,,.,(2kg-3.4kg),(3.5kg-3.9kg),(4.0kg-5.0kg),(5kg).l(2)185(3)(1)18(2)/MBA2012370%45%30%10%12%5%15%25%5%5%18%60%(3)(4)•3•3••••(5)•MBA21••POP••(6)POP10,(19%)(19%)(23%)(19%)(19%)(19%)••••2539””19%19%23%20%19%MBA223.:•••—20041~1032%2004200320049A888A2004,SWOT:•,,(13%)••,•,•,•,••••,(/)•,,MBA23“,,,”,.(1)(),,OEM,.(2),2/3,.(3),,,(),.,,,.—:,()20042003200462004200420%5XQB60-W600U61599/SWOT:MBA24••••••“3:1.,,,,,-2.,,.3.—200430%-40%++MBA25SWOT:•••••••••••••2-3•—20044200436030%XQB55-802CL5A2004MBA262005—,SWOT:••••••••••••—200440%S2004XQB50-939GXQB45-932Q40%35%1200~2000MBA27200499,SWOT:•••,•••,•••••••MBA28••••••••••••(1)(2)•••MBA29….POP(1)MBA30(2)(3)(1)(2)1+12(3)……MBA311996185:LG…,,:50MBA32,.,,..ll1)2)30006000l1)2)l””,”,”.,.MBA33:1)“”,””,,.2),”,”,,:,,,.3)“,.”,”.,,.. :1),,,/,,.2)“”,,,.ll1)2)20004000l1)2)lMBA341),””,”,”,–..,,,.”,;,.,”,”...””,”,”.,.2)“”,””,,.1),2)–”3),,4),”,“”..MBA35(1),,,.(2)–“”,.93.2%30%…OEMMBA36POPMBA37POPMBA38TCLOEMMBA39—MBA40[1].,,2003[2],,2004[3].,–,,,[4],,2004[5],,,1998[6]2003[7]..,,,2000[8],,,,2001[9],,,,2001[10]J.RodneyTurnerStephenJ.Simister32004[11]1998[12]1997[13],2004[14]B...H.,,2002[15].,,,2002[16]ChinaAppliance,Issue:12th,2004[17]MichaelPorterWhatisstrategy?HarvardBusinessReview1995[18]MichaleJGreenacre,CorrespondenceAnalysisinPractice,AcademicPressInc,1993[19]AakerJennifer.DimensionsofBrandPersonality.JournalofMarketingResearch,1997[20]VanDeGeerJP.MultivariateAnalysisofCategoricalDate:Theory.ThousandOaksCA:SagePublications,1994[21]DavidAAaker.BuildingStrongBrands.Simon&SchusterInc,1996MBA41,,,GradeUpShanghaiMBA,,,MBA421,2120051P387~P388