The Construction Research Of Haier Group Brand Group

Brand Group is establishing brands within the enterprise. Internationally, the development of a number of prominent features of the brand is the brand construction feature of large enterprises.Haier Group has formed a corporate brand group composed by Haier brand, casarte brand and commander brand. The purpose of this paper is to optimize the development path of Haier Group brand group.In this paper, the brand group of Haier Group is studied in theoretical analysis, empirical analysis, comparative analysis, then it has research result.The late 20 th century as a starting point, in less than ten years Haier Group built a corporate brand group. The growth characteristics of Haier Group brand group are from regional brands to national brands, mainly rely on brand extension to develop brand, after the enterprise being a large enterprise to establish the enterprise brand group. Industry and product form of the brand group of Haier Group is to focus on the development of modern manufacturing industry development from home appliance industry to other industries radiation, development from the homogenization products to heterogeneous products. The brand group of Haier Group is composed of leading brand and sub brand. Haier brand sales and influence is much greater than the casarte brand and the commander brand.Some problems still exist in the brand group of Haier Group.For axample, the products are low extra value, the relationship among the various brands in the brand group is discordant,ecological environment of brand group is bad.The reasons lie in lack of cutting-edge technology, lack of brand group’s overall development concept,not attach importance to the ecological environment construction of brand group.According to these current situation and problem, combined with the international construction experience, Haier group brand group should comply with the following development path. First, Haier Group should development brand group on the basis of home appliance product. Home appliance is the product base of the household electrical appliance enterprise brand group. Second, Haier Group should optimize the relationship between the various brands within the brand group. Accurate positioning of the various brands should be done. Haier brand adheres to the brand positioning of bulk home appliance products. Casarte brand can position for the green and intelligent household products. Commander brand can position for "Custom service". Third, Haier Group should give a full range of brand ecological management, including internal brand ecological management and external brand ecological management. Development of the brand needs eight levels, thirty-six key factors from internal brand ecological management.Haier Group should take comprehensive measures focusing on the four types of brand group owners form external brand ecological management. This research can help know the connotation of the brand group, the necessity of establishing the brand group, the suitability of the brand group. This research has a certain significance for large enterprises to develop their own brand group.