企业品牌战略与价值创造——以海尔集团为例摘要品牌是企业发展的核心竞争力，是企业在激烈的市场竞争中获有一席之地、脱颖而出的关键，更是其强大的重要保证。拥有自主品牌，方能成就霸业，方能赢得其他竞争者的尊重。因而，本文以海尔集团为例，重点探讨了海尔集团当前实施品牌战略实施的现状，并深入研究品牌对于一个企业在价值创造上的重要意义，进而从其成功的经验中得到启示，为我国其他企业的发展提供范例。关键词：品牌战略；价值创造；海尔集团AbstractBrandisthecorecompetitivenessofenterprisedevelopment,anditisthekeytothecompany'ssuccessinthefiercemarketcompetition.Itisalsoastrongandimportantguarantee.Withaself-ownedbrand,youcanachievethehegemonyinordertowintherespectofothercompetitors.Therefore,thisarticletakesHaierGroupasanexample,focusingonthecurrentstatusofHaierGroup'simplementationofbrandstrategy,andin-depthstudyofthesignificanceofbrandforacompany'svaluecreation,andthenfromitssuccessfulexperience,forotherChinaExamplesofcorporatedevelopmentprovideexamples.Keywords:brandstrategy;valuecreation;HaierGroup目录摘要................................................................................................................................1Abstract..........................................................................................................................1一、绪论........................................................................................................................3（一）研究背景及意义.........................................................................................3（二）研究内容及方法.........................................................................................3二、企业品牌战略与价值创造的相关理论................................................................4（一）企业品牌战略概述.....................................................................................4（二）企业品牌价值创造理论.............................................................................4三、海尔集团品牌战略实施分析................................................................................5（一）海尔集团品牌战略概述.............................................................................51.海尔集团基础品牌战略...............................................................................52.海尔集团多元化品牌发展战略...................................................................73.海尔集团国际化和全球化品牌战略...........................................................7（二）海尔集团实施品牌战略的不足.................................................................81.国际化水平较他国品牌相对较低...............................................................92.品牌在国际主流市场优势不明显...............................................................93.多元化战略的实施有不当之处.................................................................104.品牌战略划分层次与针对性不足.............................................................10四、借助品牌战略推动企业价值创造的建议..........................................................11（一）完善国际化营销网络，提升其国际化水平...........................................11（二）提高产品在国际上的知名度，进入主流市场.......................................11（三）将产品进行分层次，打造不同的国际顶尖高端品牌...........................12（四）注重企业科技人才的培养，为品牌的树立奠基......................................
