摘要：随着经济的发展，人们生活水平的提高，各种各样的家用电器已经成为生活必需品。家电产品需求的增长，使得国内家电产业得到了迅速发展。但是，国内家电业的竞争手段还很单一，很多企业还是依靠价格竞争来占领市场。随着买方市场的到来，低价格已经不能满足消费者的需求了。而非价格竞争策略能够充分体现一个企业产品特点和优势，也更容易满足消费者需求，所以越来越多的企业家们开始采用非价格竞争策略。在今天的家电市场，非价格竞争策略的应用已经成为一个必然的趋势。
本文首先介绍了非价格竞争策略的定义及其优缺点，再结合国内家电市场竞争存在的问题和海尔运用非价格竞争策略的经验，具体分析了海尔是如何运用品牌差异性战略、创新策略和完善售后服务来取得竞争的胜利。文章最后给国内的家电企业提出了一些改进的建议和意见，以促进我国家电行业的良性竞争。
关键词：海尔集团；非价格竞争策略；家电业
Abstract：with economic development and the improvement of people's living standard, a variety of home appliances have become the necessities in life, and the ever-increasing demand for home appliances has made the domestic appliance industry develop rapidly. However, the competition means in the domestic appliance industry is still single; many companies still rely on price competition to occupy the market. With the advent of a buyer's market, low price is just not able to meet consumer demand. At this time, non-price competition strategy can fully reflect the characteristics and advantages of an enterprise, and is more likely to meet consumer demand. Hence, nowadays, more and more enterprises are beginning to use non-price competition strategy. In today's home appliance market, the application of non-price competition strategy has become an inevitable trend.
In the first part of the paper, definition of non-price competition strategy, as well as its advantages and disadvantages were introduced; then, in combination with the problems existing in the competition of domestic home appliance market and Haier’s experience in using non-price competition strategy, it is analyzed in detail that how Haier won victory in competition by using brand differentiation strategy, innovation strategy and perfect after-sales service; finally, some suggestions and comments for the improvement of domestic home appliance enterprises were proposed, so as to promote the healthy competition in China's home appliance industry
Keywords: Haier Group, Non-price Competition Strategy, Home Appliance Industry
