国际化战略下的海尔品牌建设分析

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1、AbstractAfter30yearsofrapiddevelopment，China。SHaierhasbecometheindustryleaderinhomeappliances，HaierbrandinChina，wontheunanimousendorsementofconsumersandcolleagues．Inthecontextofglobaleconomicintegration，Haierchoseactiveinternationalstrategy,whichisalsotobethesurvivalanddevelopment．Thepurposeofthis

2、study：Halerearlytoparticipateininternationalcompetitioninthefuturehowtobetterdeveloptheinternationalmarket．howtobuildasuccessful．nternationaIHaierbrand．TherearefourinternationalizationofChineseenterprises，includinglow-costexpansion。mergersandacquisitions，brandself-builtchannels，OEM，thesemethodssho

3、uldbeselectedbasedonindustry，businessconditionsandtheactualvalueoftheirownstandardsmaybe，Typically，thesemethodsarecross．Haiermainlythroughthesecondandthirdway．Haier'sinternationalstrategyisalongandcontinuousprocess。SOfarfrOmthe90。S，tenyearsofoverseasmarketdevelopmentstrategyisonlyapreludetotheinte

4、rnational．Haierbrandstrategythroughthedomesticstage。thediversifiedlarge．scaledevelopmentphase，theinternationalstage．Inoverseasoperations，thereareexportedoverseas，andforeigninvestmentaretwowaystoopenupoverseasmarkets，EuropeanandAmericanmarketsisthekey．Manycountriesintheworld，Haierhasestablishedasub

5、sidiary,formedaresearchanddevelopment，production，marketing，localizationofthelayoutoftheTrinity．OftheoverseasstrategyofHaierGroup’Soverallstrategymuststart。astheGroup’Soverallinternationalstrategyispartofthestrategy．HaierGroup，alargertimespanstrategy,throughthequalityofthecenterofthebrandstrategy,m

6、ergersandjointventureseramarkedbylarge-scale，resourceintegrationandtheearlyoverseasexpansion，thechallengesofthesefourstages．HaierGroup’Sstrategy,fmmthegeographicalpointofview,fromthelocaltotheprocessofthecountryandthenoverseas，fromthefieldofviewistodiversifyfromasingleprocess．Haierhasaccumulatedab

7、undantinthe111domesticmarketandmultinationalcompanieshavesetupfirst-classvalues，theinternationalstrategyandshowa”beforetacklingthedifficult'’and”brandfirst'-state．Severalaspectsf帕mthethree．dimensionalstudyofHaier