12海尔品牌国际化的成功启示摘 要随着我国经济实力的不断提升，人们收入水平的不断提高，对家电的需求也越来越大，技术更先进，质量越好的家电品牌也成为了人们的首选。海尔集团是一个以家电为主，集科研、生产、贸易及金融各领域为一体的国际化企业。从 1984年创办至今，它从一个青岛冰箱厂，从激烈的市场竞争中脱颖而出，成为了世界知名的家电品牌，也成为了国内人们当下购买家电的首选品牌。本文通过以海尔品牌国际化进程中采取的“先难后易”，“本土化”，“三位一体”的战略为研究内容，提出了海尔公司在国际化进程中对产品，员工，管理制度和品牌形象所做出的改变。最后总结了海尔公司国际化进程给中国其余家电品牌带来的启示，得通过加强产品创新，加快人才建设，完善管理制度，加强品牌管理，注重企业文化建设等方式才能应对当下快速成长的市场环境。关键词：海尔；国际化：成功；启示3Successful Enlightenment of Haier Brand InternationalizationAbstractWith the continuous improvement of China's economic strength and the continuous improvement of people's income level, the demand for home appliances is also increasing, the technology is more advanced, and the better quality home appliance brands have become people's first choice. Haier Group is an international enterprise focusing on home appliances and integrating scientific research, production, trade and finance. Since its establishment in 1984, it has stood out from a Qingdao refrigerator factory and from fierce market competition. It has become a world-famous home appliance brand, and has become the preferred brand for domestic people to buy home appliances. This article takes the strategy of “difficulty first, easy to change”, “localization”, and “trinity” adopted by Haier in the process of internationalization as the research content, and proposes Haier ’s products, employees, management system and brand in the process of internationalization. The changes made by the image. Finally, it summarizes the en...
