Haier's International Strategy Research

The globalization strategy carried out by many Chinese enterprises haslong been a focus of discussions in the circle of China's industry and research.Over the past 20 years, Chinese enterprises encountered many difficulties andfrustrations in globalization practice. The lessons and experiences are allserious. Valuable experiences gained by some enterprises in the process ofglobalization were summarized and refined and then shared by many otherenterprises in China. At the same time, the reality of China's industry wasconsidered while guiding suggestions were made to China's enterprises inpolicy-making of globalization strategy. From this point of view, this paperwill analyze the process that Haier prepares and implements the globalizationstrategy.In the Foreword, Chapter One of the paper, introduction is made tounderstanding of globalization, background information of Haier'sperformance and motivation of globalization. The Chapter Two covers thecontexts of preparation and implementation of Haier's globalization strategy.Haier's globalization strategy encompasses initial positioning business focusupon global brand building, the "3 Phase" implementation of globalizationstrategy and "Selective World Marketing" policy (focus on the "difficult"developed markets first and go after the relatively "easy" emerging markets).Haier's international strategy involves corporate culture, management, R&Dtechnology, implementation tack and government support, which are Haier'sunique characteristics in globalization practice. The Chapter Three focusesupon analysis on the significance that Chinese enterprises are suggested tolearn from Haier for globalization practice, not only the reason of success, butalso existing shortcomings.In addition, the paper has put forward the issue of difference betweenHaier and other Chinese and foreign enterprises in globalization strategy intwo aspects:Preparation and implementation of Haier's globalization strategy havealways focused upon global brand building, and "Practical" and "Stable"measures as well. Exploration in the world market is carried out by brandlocalization.Zhang Ruimin, CEO of Haier, is widely recognized as rare entrepreneurresource and plays the most significant and indispensable role in Haier'ssuccessful performance of the globalization strategy.Obviously, brand and entrepreneur are irreproducible resources of andexclusively owned by enterprises. Zhang Ruimin has led Haier toward thegoal of global brand building and played the most influential role inimplementing Haier's globalization strategy. In addition, Haier's experiencein accession to the world market is of great significance to many otherChinese enterprises. It is widely acknowledged that any theory has specialityand limit, so Haier's globalization strategy should not be completely copied,but introduced selectively upon analysis by other enterprises. Whatenterprises need is the globalization strategy which meets the needs ofbusiness development and the requirements of domestic situation.