Research On Development Strategic Of Haier Electronics Group Co.,Limited

In recent years, with the rapid development of Internet technology, the perfection of China's laws and regulations concerning the new characteristics of Internet, and the maturity of market environment, customer's requirement for Internet is more rational. Internet-based e-commerce in various industries has developed rapidly and already shows the tendency of high popularization and normalization. With the arrival of Internet era, the traditional business model cannot meet the requirement of modern world. Many traditional appliance enterprises found that the online retail business which spent a good sum of money didn't increase their operating income. From deep analysis of these failed e-commerces, I found that the causes of failure are various, in addition to the lack of e-commerce professionals and operating experience, less daily IP traffic due to the lack of the plan of the investment, unclear strategy of enterprise, bad ways of strategic transformation and conflict between online and offline businesses are all blocking the development of traditional appliance enterprises on the Internet era. Taking Haier as the research object, this paper studies the Haier's marketing model and analyses the development strategy of the transition from manufacturing to services. Firstly, this paper analysis the necessity and significance of the integration of Marketing Net, Internet, logistic Net and Service Net of Haier on the background of the internet period. On the basis of the relevant theoretical research results at home and abroad, this paper introduces the electronic commerce and business model of relevant theoretical basis. Secondly, this paper introduces the development of Haier group in recent years, and analysis the current layout of the four net integration in Haier group, respectively from the Marketing Net, Internet, logistic Net and Service Net, and using the method of SWOT to summarize the advantages and opportunities in Haier at present. This paper also discusses the disadvantages of the four net integration and the threat. Through the analysis of Haier's strategic model and strategic transformation in the development of the four net integration, the analysis of its internal and external environment, a good understanding of the success and shortcomings of its strategy in the fierce competition in retail market, thus provide a good reference to the develop of other commercial appliance enterprises in China.