Notice of RetractionThe study on Haier´s marketing strategy of household appliance going to the countryside

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

With the context of the global financial turmoil, the implementation of the policy of household appliance going to the countryside not only expands domestic demand but also offers new market opportunities to appliance manufacturers. By analyzing Haier´s targeted market of refrigerators to countryside and the argumentation on its capacity in market promoting strategy in rural areas, this paper elaborates how Haier occupied the rural market by its customized refrigerator products. Haier has taken a marketing strategy in rural market different from that in urban market. It developed various new products suitable for rural consumption on the base of market segments, formulated a reasonable price strategy, selected an appropriate distribution channel, took promoting method easily accepted by rural residents, and formed a special marketing mix for the rural market. In the context of the implementation of household appliance to the countryside, though continuous product innovation and promotion, Haier draw away from competitors, improved the image of Haier, formed consumer loyalty and achieved a leading position in the appliance industry.