Abstract 　　China'shouseholdelectricalapplianceindustryinChina'sreformandopeningasalandmark30-yearindustryintheworldtolayanirreplaceablelocation,salesvolumein2008reachedmorethan6000million,refrigerators,washingmachinesaccountedformorethan40%ofglobalproduction,air-conditioning,microwaveovensaccountedfor70%ofglobalproduction,smallhouseholdappliancesaccountforalmost90percentofglobalproduction,Chinaistheworld'smainsuppliersofhouseholdelectricalappliances. 　　Atpresent,thefinancialcrisissweepingtheglobe,greatlyreducingtheexportofChinesehouseholdelectricalappliance,householdapplianceindustryhowtousenewmarketingmodel,content,methodstoincreasecompetitiveadvantage.Thispaperattemptstodescribetheconceptofmarketingtoexplorethenewera,China'shouseholdelectricalapplianceindustrymarketingcontentdevelopmentandtrends. 　　Thisarticlefirsttheoreticalmodelofmarketingresearch,marketingmodelsmarketingsub-standardsmodel,auniquenewmarketingmodelsandmarketingmodels.Ofvariousmodelsintotheprinciplesofmarketing,describedtheapplication.Amongthem,thestandardmarketingmodelincludes:marketpositioningmode,thenewproductdevelopment,advertisingsalesmodel,channelmarketingmodels,brandmarketingmodel.Uniquemarketingmodel,includingemotionalmarketingmodel,theconceptofmarketingmodels,affiliatemarketingmodel,brandloyaltymodel,sponsorshipmarketingmode.Emergingmarketingmodel,includingmodelsofservicemarketing,networkmarketingmodel,greenmarketingmodel,marketingmodel,marketingmodelinternational. 　　Followedbyananalysisofhouseholdelectricalapplianceindustryinthemarketingmodeofuseofthestatusquo,andproposedspecificmanagementrecommendations.Basedonthehouseholdappliancesindustrymarketingmodechoiceandtherealizationofacertainreferencepath