國際化戰(zhàn)略下的海爾品牌建設分析

國際化戰(zhàn)略下的海爾品牌建設分析

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時間:2019-01-29

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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

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