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1、Section3MaintainingasharpeyeHaierCulture,HaierBrandandHaierIdeaHaierCultureHaiercultureisaconceptrootedinvaluewherethefocusisoninnovation.Thisconceptservesasadistinctiveculturesystemthathasbeencreatedanddevelopedgraduallyduringthe16-yearhistoryofHaier.Innovatio
2、ninnotionisitsfoundation,innovationinstrategyisitspromise,andinnovationinmarketingisitsgoal.TheinnovationaspectofHaierculturewaspresentfromtheverybeginningofthecompanyandiscentraltoitsphilosophytodaywhichputsanemphasisonexcellence.ThemostdistinctivefeatureofHai
3、ercultureisemployeeunityandcommitmenttoHaierideals.ThegoalsofHaieraretoestablishagloballyrecognizedChinesemarketbrandandbringhonortotheChinesenation.ThesegoalscombinethegrowthofHaierCorporationwithitsemployees’personalcommitmenttovalueandexcellence.Eachmemberof
4、thecompanyrealizestheimportanceoftheirpersonalcontributiontowardsachievingthegoalofestablishingtheHaierglobalbrandstandard.Haiercultureisnotonlyhighlyrespecteddomestically,butithasalsobeenprofiledinMBAcasestudiesbyworld-recognizeduniversities,suchasHarvardUnive
5、rsityintheUSA.HaierBrandTheHaierGrouphasachievedgreatsuccessoverthepast16years.Itbeganasasmallneighborhoodworkshopandhasgrowntooneofthelargestcompaniesinthecountryreportingannualsalesof16.2billionyuan,withanetprofitof536millionyuan.Duringthepast16years,Haier’ss
6、aleshavegrownfasterthananyotherhomeappliancecompanyintheworld.Currently,Haieraccountsfor25%ofthesmall-volumerefrigeratormarketintheUS.Threeyearsago,Electroluxbeganits“learnfromHaier”campaign,reflectingitsdesiretocreateChina-specificstrategies,suchasproductdevel
7、opment,marketingmethods,andafter-salesservices.Refrigerator-relatedtechnologyhasdevelopedrapidlyinChinaoverthepastfewyears.Haierhascontributedtothisrapiddevelopmentbyintroducingandapplyinginnovativemanufacturingtechnologies,suchasinfinitevariablespeeds,frequenc
8、yconversion,andnetworkingapplicationsinthedesignofitsrefrigerators.Manyoutcomesarecloselyassociatedwiththecompany’sglobalbrandstrategy,wheretheHaierGroup’sachievementshavebe
