海尔 文档.docx

海尔 文档.docx

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海尔文档

IntroductiontotheHaierGroup

HaieristheleadingbrandofwhitegoodsgloballyandthemostvaluablebrandinChina.Withits29manufacturingplants,8comprehensiveR&Dcenters,19overseastradingcompaniesacrosstheworldandmorethan60,000globalemployees,Haierhasinvolvedintoagiantmultinationalcorporation.

GuidedbythefamousbrandstrategydeterminedbyCEOZhangRuimin,Haierhasadoptedseveralstrategiesduringdifferentstages,namelyBrandStrategy,DiversificationStrategyandInternationalizationStrategy.Attheendof2005,Haiercametoits4thstrategicstageofglobalbrandbuilding.Thanksto25yearsofconsistentefforts,itsreputationthroughouttheworldhasbeenheightenedsignificantly.In2009,thebrandvalueofHaieramountedtoRMB80.3billion.Since2002,HaierhastoppedtheMostValuableBrandlistforsevenconsecutiveyears.NineteenproductsofHaier,includingrefrigerator,airconditioner,washingmachine,television,waterheater,computer,mobilephoneandhomeappliancesintegration,havebeenawardedasChineseFamousBrandproducts.HaierrefrigeratorandwashingmachineareamongthefirstgroupofChineseWorldFamousBrandproductsawardedbytheGeneralAdministrationofQualitySupervision,InspectionandQuarantineoftheP.R.C.

InMarch2008,Haierwasselectedasoneofthe"China'sTop10GlobalBrands"byFinancialTimesforthesecondtime.InJune2008,Haierranked13thand1stamongChinesecompaniesonthelistoftheworld's"600MostReputableCompanies",releasedbyForbes.InJuly2008,HaierrankedfirstintermsofoverallleadershipamongChinesemainlandcompaniesintheWallStreetJournalAsia'sannualsurveyof"Asia's200MostAdmiredCompanies"forthefifthtime.Haierhasbecomeaninternationalbrand,anditsprestigeisrisingfastwithitsexpansionintotheinternationalmarket.

AccordingtothelatestdatareleasedbyEuromonitor,withamarketshareupto5.1percent,HaierranksfirstamongthebrandsofwhitegoodsallovertheworldintermofmarketshareanditwasthefirsttimeforaChinesecompanytobethenumberonebrandinwhitegoodsindustry.Atthesametime,themarketshareofHaierrefrigeratorandwashingmachineis10.4percentand8.4percentrespectively,bothrankingfirstintheindustry.Moreover,Haierleadstheworldinintelligenthomeappliancesintegration,networkhouseholdappliances,digitization,largescaleintegratedcircuitandnewmaterials."Innovationdriven"Haierhasbeencommittedtoprovidingeffectivesolutionstoglobalconsumersandachievingawin-winoutcomewiththem.

Uptotheendof2009,Haierhadappliedfor9738patents,2799ofwhichwereinventionpatents,rankingfirstamongChineseapplianceenterprises.Justin2009,Haierappliedfor943patents,538inventionpatentsincluded,whichmeanstwoinventionpatentswereappliedforeachbusinessdayonaverage.Onthebaseofitsindependentintellectualproperty,Haierhasparticipatedinthesettingof23internationalstandards,and7patentsoftheminvolvingpowder-freewashtechnologyandtechnologyofanti-electricwallhavebeenissuedandimplemented,whichindicatesindependentinnovationofHaierhaswoninternationalrecognitioninstandardsfield.Haierhasleadedortakenpartinthepreparingandrevisingofatotalof232nationalstandards,188ofwhichhavebeenissuedand10awardedtheChinaStandardsInnovation&ContributionAward;moreover,Haierhasparticipatedinthepreparingof447industrystandardsandotherstandards.Haieristheappliancecompanymostinvolvedinraisinginternational,nationalandindustrystandards.

HaieristheonlyChineseenterprisetobeamemberofmanagementdecision-makingteamofInternationalElectro-technicalCommission（IEC）andwasselectedtobethefirst"Practicebaseforstandardinnovation"globallybyIECinJune,2009.

Ininnovationpractice,Haier'sexplorationandimplementationofOverallEveryControlandClearmanagementmodecharacterizedbycompletingtheworkoftodaytoharvesttoday'ssuccess,marketchainmanagementandindividual-ordercombinationdevelopmentpatternhasattractedhighattentionfrominternationalmanagementfield.Uptonow,commercialcollegesofHarvardUniversity,UniversityofSouthCalifornia,InternationalInstituteforManagementDevelopment（IMD）,EuropeanBusinessCollegeandKobeUniversityhaveconductedcasestudiesonabovementionedaspects.Nearly30managementcasesofHaierhavebeenincludedintotheircaselibrariesby12universitiesintheworld,withcaseof"Haierculturetoactivatethefishinshock"includedintocaselibraryofcommercialcollegeofHarvardUniversityand"marketchain"managementcaseincludedintoEUcaselibrary.

Enteringintothefifth-yearinimplementingitsglobalbrandbuildingstrategy,Haier,in2010,willcontinuetopromoteitsenterprisespiritof"creatingresourcesandwinningglobalreputation"andworkstyleof"individual-ordercombination,quickdecision-making",andtofurtherpromoteinformationprocessrecreation.Asanindependentoperationentityofindividual-ordercombination,Haierwillstrivetobuildasystemtomeetthedynamicneedsoftheuserthroughbusinessmodelinnovationof"Just-in-timemodelwithzeroinventory"basedonthecombinationofvirtualandactualnetworkandconsistentlyconductinnovationsforthebenefitsofuserstocreateaworldfamousbrandownedbyChinese.

∙Products

∙ProductsSearch

china

∙China

∙Japan

∙Korea

∙MiddleEast

∙Pakistan

∙Israel

∙HaierEurope

∙ItalyAirconditioner

∙Russia

∙SpainAirconditioner

∙Poland

∙PortugalAir

  Conditioner

∙HaierCroatia

∙Australia

∙New Zealand

∙America

ProductsList

∙AirConditioner

∙MicrowaveOven

∙FrontLoadWasher

∙TopLoadWasher

∙CommercialAirConditioner

∙DishWasher

∙Refrigerator

∙TV

∙Computer

∙Mobile

∙Freezer

∙DVDplayer

∙WaterHeater

∙SolarWaterHeater

Reputationismoreimportantthansalesvolume

Qualityistheessenceofaproduct,soasreputationtoabusiness.Aproductshouldbedeemedasacceptableonlywhenitsatisfiesthecustomerverywell.Thepointofmarketingisbuyingratherthanselling,thatis,securingcustomerloyaltybybuildinggoodreputationintheprocessofselling.

Theconstantruleofmarketisconstantchange

Accordingly,weneedtoadaptourstrategytotheconstantlychangingmarketfromtimetotime.

Shooting“flyingtargets”

In1950s’,Americabusinessmenusedthetacticsofshooting“fixedtargets”totargetcertainmarketsinthewayofmassproduction,costreductionandefficiencyenhancement;

In1960s’,Japanrose.Byshooting“movingtargets”,i.e.segments,tocreatenewprofitableopportunitiesanddominatedthemarket;

Inthisinformationera,competitionisthroat-cutting.Wehavenochoicebuttoshoot“flyingtargets”,thatis,weneedtoadapttotheeverchangingmarkettogaintheinitiative.

Buildgoodimpression

Tobuildgoodimpressionistobefullydevotedtowork,sparenoeffortstosatisfiedpersonalizedneedsandcareforworkandcustomer.AsconcludedbyanexpertfromRand,afamedconsultancy,Haierinitscourseofinternationalizationwillcertainlyinitiateabrightfuturewithanimpressive,cohesiveandinnovativebrandimage.

Customerisalwaysright

In1995,Haierputforththeconceptof“StarService”basedontheprinciplethatcustomerisalwaysright.Ourbusinessreliesoncustomersforsuccess.Thebusinessissuccessfulonlywhenthecustomersaresatisfiedthat.

Challengeisthedriveofinnovation

Tocreateamarketmeanstodiscoverpotentialprofitableopportunitieswhilecoveringamarketshareaslargeaspossibleintheexistingmarket.Asuccessfulbusinessistheonethatisgoodatmaking“newcakes”andsetthetrendofconsumermarket

Buildgoodreputation

Tobuildgoodreputationistokeepacloseeyeonchangesandtakeproactiveactionstosatisfycustomerneedsandexceedcustomerexpectations.

Neversay"No"tothemarket

Hereit’snotaspecificmarket,butamarketinabroadsense.Whetherpeoplearefromassemblylineormarketingdepartment,orevenfromservicecenterorsecurity,ajobisamarket.Youshouldneversay“No”tothemarketbutsatisfyallyourcustomers

Acomplaintlodgedbycustomeristhemostpreciousgift

Whatacustomeriscomplainingaboutiswhatneedstobeimproved.Onlywhenthesecomplaintsareproperlyhandledisthebusinessbenefited.

Itiscomfortratherthanproductthatthecustomerisinterestedin.

Whenmakingabuyingdecision,thecustomerisfocusingonconvenienceandcomfortcomingwiththeproduct.Whenhis/herexpectationcan’tbesatisfied,complaintsareunavoidable.Acomplaintlodgedbycustomeristhemostpreciousgift.

Onlywhenthesecomplaintsareproperlyhandledisthebusinessbenefited.Inalimitedsense,theassetsofabusinessarecomposedofitsbuildings,equipmentandfunds.However,inabroadsense,thepermanentpropertyofabusinessiscustomerloyalty.Themoreloyalcustomersyouhave,thegreatertheassets.Otherwise,assetswillturnintoliabilitiesandthebusinesswillgoinsolvent.

Inthisinformationera,customersarelikelytoshift.Customerretentionisabouthowtounderstandandsatisfypersonalizedneeds.Forthispurposeaworkenvironmentfacilitatinginnovationsshouldbemaintainedcorporate-wide.Employeeloyaltywillinturnbringaboutcustomerloyaltyrequiredforsustainablegrowthandcontributiontothecommunity.

Theaimofourworkisyoursatisfaction

AtHaier,atechnicallyacceptableproductisnotnecessarilyaqualifiedproduct.Onlyproductsofcustomersatisfactionarequalified.Productsfailtomeet