Research Of Haier's Brand Marketing Strategy

After the brand marketing has gone through "the product supreme", "the image supreme" and "the localization supreme" stages, it already entered the age of "value-leading ".The essence of marketing is promoting the value exchange, so the value of brand relies on the value which the enterprise provides for the customer and even for the society. In view of the customer's perception value, the key activities of setting up brand are taking brand positioning and carrying on marketing.This paper summarizes and analyzes Haier's brand marketing systematically, not only in "the idea", "the strategy" and "the tactic" three gradations, but also in "the useful brand", "the vivid brand" and "the experience brand" which are oriented by the customer's perception value. It shows the reason for the successful establishment of Haier brand. First, Haier sticks to the market-leading idea in management. Under its instruction, Haier with the effective strategies, carries on "the value war", gradually sets up the brand strategy, the brand extending (multiplication) strategy and the overseas brand (transnational management) strategy. Meanwhile, the Haier brand's positioning is also promoted from the useful brand to the vivid brand, and makes great strides forward to the experience brand.Haier's successful experience has important model significance and enlightenment to the common enterprises' brand management. The brand marketing needs an organic integration of the idea, the strategy and the tactic. "The idea" is the basic guiding ideology which indicates the basic direction for setting up the brand; "The strategy" is the basic safeguard, under correct ideal instruction, it makes the plans and guarantees the effect of related strategy's implementation; "The tactic" is the method of setting up the brand, manifesting "the idea" specifically and realizing "strategy". The brand construction can go forward from "the useful brand", "the vivid brand" to "the experience brand", and it can also positions in "the useful brand" or "the vivid brand" according to the enterprise's strategy and the goal customer's value pursuit.