高等教育自学考试毕 业 论 文海尔集团品牌经营策略探讨 办学单位： 广东白云学院 班 级：工商企业管理 2025 级本科业余 学 生： 钟业欣（ 010110512714 ） 指导老师： 招建贞 讲师 提交日期： 2010 年 9 月 20 日中 文 摘 要随着海尔集团作为家电品牌从15年前崛起，这品牌的价值从无到有，从小到大。现在，它已进展成为一个几乎涵盖所有家电产品的中国家电第一品牌。在竞争激烈的中国市场中，海尔集团凭借着它出众的品牌价值优势，一直占据着综合市场占有率第一的位置。据权威机构估量，海尔的品牌价值已达812 亿元人民币，在大型白色家用电器市场，海尔的占有率为5.1%，居全球第一。其中，海尔牌冰箱全球市场份额为10.4% ，蝉联世界第一。而海尔集团成功的品牌经营，也已经是中国各企业争相效仿的典范。本论文讨论内容主要是通过对海尔品牌经营策略的分析，了解海尔集团的品牌策略的现状及在应用和运作过程中存在的问题，并提出相应的解决措施。关 键 词 海尔集团 品牌 经营 策略AbstractSince the Haier group rose from 15 years ago, it developed from non to a brand, and its repute from small to big. Today, it already became a popular brand which almost covers all Chinese electrical home products. Within the intense competition in China, Haier is occupying the 1st comprehensive market share all along. According to Authoritative Organization estimates, Haier’s brand value has reached about 81.2 billion yuan. In the large-scale domestic appliance market, Haier’s occupancy is 5.1%, which is the number one of the world. Moreover, Haier's fridges keep the first in global market, which occupy 10.4%.In addition ，the success of Haier’s Brand management has been the greatest example for many other Chinese enterprises. This paper studies the main content of Haier’s brand management. By the way of analyzing the brand strategy of Haier, we can know more about the status and the problems of Haier in the process of operation, and put forward the corresponding...
