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1、AboutHaierFoundedin1984,theHaierGrouphasbeendedicatedtoinnovationandcreatingaworldfamousbrandoverthepast26years.Originallyasmallcollectiveplantonthevergeofbankruptcy,ithasnowgrownintoaninternationalgroupwhichhasmorethan70,000employeesaroundtheglobeandrealizesaturnoverof135.7billionyuani
2、n2010.Haierhasrisentobetheworld'sNo.1brandofconsumerappliances.Inaddition,itwasselectedasoneoftheworld'sTop10innovativecompaniesissuedbyUSANewsweek'swebsite.Haier’sMilestonesDecember26,1984:ZhangRuiminwasappointedasdirectoroftheQingdaoRefrigeratorFactoryDecember20,1991:Haierpurchasesthe
3、QingdaoFreezerFactoryandtheQingdaoAirConditionerFactoryforminganewentity,theHaierGroup,andsignalingHaier'sentryintotheDiversificationDevelopmentPhase.September,1997:Haier'sentryintothecolortelevisionindustrymarksthecompany'sfirstforayintothebrowngoodsmarket.April30,1999:Haierestablishes
4、anindustrialparkandthecompany'sfirstoverseasfactoryinSouthCarolina,USAJune19,2001:HaierpurchasesarefrigeratorcompanyfromMeneghettiEquipmentofItaly.Thisisthefirstcross-nationalacquisitionbyawhitegoodscompanyfromChina..Haier’history--FourStrategicDevelopmentPhasesofHaierBrandBuildingPhase
5、(1984-1991)DiversificationDevelopmentPhase(1991-1998)GlobalizationPhase(1998-2005)GlobalBrandBuildingStrategyPhase(2005-)BrandBuildingPhase(1984-1991)Haierestablishedthe"BrandBuildingStrategy"andthe"ZeroDefect"qualitystandard.Achievements:Haierwasabletotransformitselffromasmallfactoryop
6、eratingatanannuallossofnearlyRMB1,470,000intothenumberonerefrigeratorbrandinChina.DiversificationDevelopmentPhase(1991-1998)Thecompanyestablishedits"DiversificationStrategy"toexpandtheHaierbrandbeyondrefrigerators,addingwashingmachines,airconditioners,andotheritemstoitsproductline.Globa
7、lizationPhase(1998-2005)Haier'sviewwasthatintheageofglobalization,onlythoseMNCswiththeirownproprietaryintellectualpropertyandstrongbrandidentitieswouldbecompetitiveintheworldbusinessarena.Facedwiththisreality,Haierknewthetimewasrighttogoglobal.GlobalBrandBuildingStrategyPhase(2
