海尔国际化策略.doc

海尔国际化策略(英文)
 Introduction of Haier Group
 
Haier Group is China's ambassador to appliance stores worldwide. Once named Qingdao Refrigerator Plant, pany climbed from the verge of bankruptcy to establish itself as a world-renowned brand. China's largest pany manufactures refrigerators and freezers, air conditioners, dishwashers, microwaves, televisions, vacuums, mobile phones, computers, and more under more than 90 product categories. Haier Group exports goods and sells them to more than 100 countries. Since pulling itself up by its bootstraps, Haier has been busy inking joint ventures to branch out into other markets. Haier Group was named one of the world's 100 most recognizable brands in a global name-brand list edited by the World Brand Laboratory. The only Chinese brand on the list, the firm was ranked 86th after such household names as Google, Wal-Mart, and Microsoft, which were the top three.
 
ess of Hair Group
Ø      The brand strategy
pany set out to establish itself as the country's leading brand, focusing upon reliability and product quality. Diversification would also allow Haier to spread out its risk among various product lines. So, in 1995 Haier bought out its chief rival in
Qingdao, Red Star Electric Appliance Factory. In 1997, pany moved into television manufacturing with the acquisition of Huangshan Electronics Group. By the end of the 1990s, Haier was the most recognized brand in the country with products ranging from mobile phones puters; it had also captured a dominant market share in its core white goods division
Ø      International expansion
Its place in the domestic market secure, Haier moved onto the international stage with the goal of building a global brand name. Haier's move into the . market was cautious at first; it focused upon two niche markets pact refrigerators and electric wine cellars. Both markets were underdeveloped, but Haier believed that they both had growth potential and were being largely neglected. pany's sa