Research on Haier Smart Home’s International Marketing Strategy in the Context of Digital Transformation

Abstract

Abstract Against the backdrop of digital transformation, this paper focuses on Haier Smart Home’s international marketing strategy. Employing case study methodology, literature review, and comparative analysis, it traces the company’s journey through the preparatory, exploratory, and acceleration phases of its digital transformation. The study further examines Haier Smart Home’s current international marketing landscape within this digital transformation context. It points out that Haier Smart Home faces issues such as slowing growth in overseas markets, insufficient brand synergy, lack of depth in digital marketing, high marketing costs, and mismatched organizational capabilities. Corresponding strategies are proposed, including optimizing regional layout, strengthening brand synergy, enhancing digital marketing capabilities, optimizing cost structure, and promoting organizational transformation, so as to provide reference for home appliance enterprises in their digital overseas expansion.