| Abstract | 第2-5页 |
| 摘要 | 第6-13页 |
| Chapter Ⅰ Introduction | 第13-20页 |
| 1.1 Research Background | 第13-17页 |
| 1.2 Research Significance | 第17-18页 |
| 1.3 Structure | 第18-19页 |
| 1.4 Innovation | 第19-20页 |
| Chapter Ⅱ Literature Review and Theoretical Framework | 第20-30页 |
| 2.1 Literature Review | 第20-24页 |
| 2.1.1 Research Abroad | 第20-22页 |
| 2.1.2 Research at Home | 第22-24页 |
| 2.2 Theoretical Framework | 第24-30页 |
| 2.2.1 PEST Analysis | 第25-26页 |
| 2.2.2 SWOT Analysis | 第26-28页 |
| 2.2.3 4P Theory | 第28-30页 |
| Chapter Ⅲ Marketing Status of Haier Washers in Japanese Market | 第30-51页 |
| 3.1 Macro-environment Analysis | 第30-34页 |
| 3.1.1 Political Environment | 第30-31页 |
| 3.1.2 Economic Environment | 第31-32页 |
| 3.1.3 Social Environment | 第32-33页 |
| 3.1.4 Technological Environment | 第33-34页 |
| 3.2 Competitive Environment Analysis | 第34-41页 |
| 3.2.1 An Overview of the Japanese Washer Market | 第35-36页 |
| 3.2.2 Main Competitors in Japanese Washer Market | 第36-41页 |
| 3.3 Enterprise Internal Environment Analysis | 第41-46页 |
| 3.3.1 Enterprise Profile | 第42-43页 |
| 3.3.2 Development Process and Development Status of Haier Washers in3.4 SWOT Analysis | 第43-46页 |
| 3.4 SWOT Analysis | 第46-51页 |
| 3.4.1 Strength Analysis | 第46-47页 |
| 3.4.2 Weakness Analysis | 第47-48页 |
| 3.4.3 Opportunity Analysis | 第48-49页 |
| 3.4.4 Threat Analysis | 第49-51页 |
| Chapter Ⅳ Current Marketing Strategy of Haier Washers in Japanese Market | 第51-65页 |
| 4.1 Product Strategy | 第51-56页 |
| 4.1.1 Product Line Strategy | 第51-53页 |
| 4.1.2 New Product Development Strategy | 第53-54页 |
| 4.1.3 Brand Strategy | 第54-56页 |
| 4.2 Price Strategy | 第56-59页 |
| 4.2.1 Haier Brand Pricing Strategy | 第56-58页 |
| 4.2.2 AQUA Brand Pricing Strategy | 第58-59页 |
| 4.3 Channel Strategy | 第59-62页 |
| 4.3.1 Strategic Alliance | 第59-61页 |
| 4.3.2 Distributors | 第61页 |
| 4.3.3 Network and TV Platform | 第61-62页 |
| 4.4 Promotion Strategy | 第62-65页 |
| 4.4.1 Advertisement Promotion | 第62-63页 |
| 4.4.2 Professional Marketing Planning Team | 第63页 |
| 4.4.3 Interactive Marketing Activity | 第63-65页 |
| Chapter Ⅴ Problems Existing in Current Marketing Strategy of Haier Washers in Japanese Market | 第65-74页 |
| 5.1 Poor Product Competitiveness and Deficient Supply of High-end Products | 第65-68页 |
| 5.1.1 Problem of Product Line Strategy | 第65-66页 |
| 5.1.2 Problem of New Product Development Strategy | 第66-67页 |
| 5.1.3 Strong Competitors and Technology Weaknesses | 第67-68页 |
| 5.2 Insufficient Price Competitiveness | 第68-70页 |
| 5.2.1 Rising Costs | 第69页 |
| 5.2.2 Impact of Japan's Easy Monetary Policy | 第69-70页 |
| 5.3 Imperfect Sales Channels | 第70-72页 |
| 5.3.1 Dispersed and Complex Distribution System in Japan | 第70-71页 |
| 5.3.2 Brand Weakness | 第71-72页 |
| 5.4 Inadequate Market Recognition of Haier Brand | 第72-74页 |
| 5.4.1 Influence of Japan's Political and Social Environment | 第72-73页 |
| 5.4.2 Enterprise's Own Products | 第73-74页 |
| Chapter Ⅵ Suggestions for Improvement of Haier Washers' MarketingStrategy in Japanese Market | 第74-87页 |
| 6.1 To Optimize Product Strategy | 第74-78页 |
| 6.1.1 To Enrich Product Lines | 第74-75页 |
| 6.1.2 To Strengthen Talent Introduction and Team Building | 第75-77页 |
| 6.1.3 To Focus on the Research and Development of High-end Products | 第77-78页 |
| 6.2 To Increase Price Competitiveness | 第78-81页 |
| 6.2.1 To Reduce Purchasing Costs Effectively | 第78-79页 |
| 6.2.2 To Save Production Costs Reasonably | 第79-80页 |
| 6.2.3 To Control Sales Costs Scientifically | 第80-81页 |
| 6.3 To Widen Sales Channels | 第81-83页 |
| 6.3.1 To Consolidate the Existing Sales Channels | 第81-83页 |
| 6.3.2 To Make use of Network Sales Channels | 第83页 |
| 6.4 To Build the Brand Image | 第83-87页 |
| 6.4.1 To Ensure Product Quality and Improve Service Level | 第84-85页 |
| 6.4.2 To Focus on Consumers' Demands | 第85-86页 |
| 6.4.3 To Carry Out Experiential Marketing | 第86-87页 |
| Chapter Ⅶ Conclusion | 第87-90页 |
| 7.1 Main Findings | 第87-89页 |
| 7.2 Research Limitations | 第89-90页 |
| References | 第90-93页 |
| Acknowledgements | 第93-94页 |
