Research On The Haier Group’s Business Development Strategy

After20years developments, Chinese household appliances industry hasformed a mature industry chain, and has a certain influence in the internationalmarket. Many representative enterprises emerges, during the process of industrydevelopment. And one of the most well-known brand is Haier. Haier group wasfounded in1984. During20years development, Haier insist the spirit ofentrepreneurship, innovation and creating the world famous brand. It hasexperienced the change from a small factory to a global collective group, andbecome the first brand in white goods industry. Haier group’s development couldprovide a reference and practice for the domestic enterprises development. Referto the analysis on the problems of Haier’s current brand globalization strategyimplementation, which could provide guidance for enterprises development.The paper begins with the fundamental theory of the enterprise strategy andthe development of strategic management, describe the research on applianceindustry and Haier Group at the present stage. And then, analysis WGG, DPG, andIntegrative Furnishings as the three typical of the Haier Group business units, inthe process of the macro-environment analysis; industry trend analysis,benchmarking research, interpretation and corporate strategy study are used. bythe research, shortages are found in the three typical units at Haier’s brandglobalization strategy implementation.Finally, expounds on the overall development strategy for Haier Group, andputs forward development strategies for WGG, DPG, and Integrative Furnishings;further, make some research on the sustaining tactics that includes all in businessmodel, Combination between E-commerce and distribution, Sales operation modein the process of brand globalization strategy implementation, and to makeappropriate recommendations for improvement.Through the research on development and strategy of Haier Group, Isummed up the practical and theoretical basis which will be useful to thedomestic enterprise. The development strategies of the Haier Group is based onthe environment change, which adapted well to the group in each timedevelopment, from the famous brand strategy, diversification strategy,internationalization strategy to the brand globalization strategy, these four stagesoverview a process of the Haier Group from the brink of closure of small factories to become an international company. Through the study, it could be agood practice for the domestic enterprise which has enterprise developmentstagnation, structural contradictions, confusion management strategy.