海尔集团业务发展策略分析-企业管理专业论文.docxVIP

哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 - - II - Abstract After 20 years developments, Chinese household appliances industry has formed a mature industry chain, and has a certain influence in the international market. Many representative enterprises emerges, during the process of industry development. And one of the most well-known brand is Haier. Haier group was founded in 1984. During 20 years development, Haier insist the spirit of entrepreneurship, innovation and creating the world famous brand. It has experienced the change from a small factory to a global collective group, and become the first brand in white goods industry. Haier group’s development could provide a reference and practice for the domestic enterprises development. Refer to the analysis on the problems of Haier’s current brand globalization strategy implementation, which could provide guidance for enterprises development. The paper begins with the fundamental theory of the enterprise strategy and the development of strategic management, describe the research on appliance industry and Haier Group at the present stage. And then, analysis WGG, DPG, and Integrative Furnishings as the three typical of the Haier Group business units, in the process of the macro-environment analysis; industry trend analysis, benchmarking research, interpretation and corporate strategy study are used. by the research, shortages are found in the three typical units at Haier’s brand globalization strategy implementation. Finally, expounds on the overall development strategy for Haier Group, and puts forward development strategies for WGG, DPG, and Integrative Furnishings; further, make some research on the sustaining tactics that includes all in business model, Combination between E-commerce and distribution, Sales operation mode in the process of brand globalization strategy implementation, and to make appropriate recommendations for improvement. Through the research on development and strategy of Haier Group, I summed up the