On commercial strategy, for an enterprise, from the perspective of future development of enterprises, strategic performance of a plan (Plan), and the development process from the enterprise point of view of the past, strategy is manifested in a pattern (Pattern). If from the industrial point of view, the performance as a strategic positioning (Position), and from the enterprise-level view. Strategy was manifested as a concept (Perspective).
Stakeholders of a company, mainly suppliers, managers and consumers, and, local government, the board and so on. Suppliers, mainly to provide some raw materials to meet the company products; managers, the management of the company, is responsible for the companys various management, protection of the normal operation of the company to achieve maximum benefits company; consumers, that customers buy products, enjoy the services provided. The three major stakeholders in the company, roughly the formation of the companys processes, and the companys interests are closely related.
2. [pic]
Haier has many advantages. Brand, Haier Group is the worlds first brand of white goods, Chinas most valuable brands. Haier has developed into a large-scale multinational group in 2008, Haier Group achieved turnover of 119 billion yuan the world. Product advantages, Haier brand refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, home integration, and 19 products, including Haier refrigerators, washing machines, AQSIQ has also been world famous as the first batch of China. Service advantages, Haier brand-building support to service success factors Haier, Haier, which is the core competitiveness. We all received the Haier service, very good, very professional. In this behind the excellent and professional service team Haier carefully nurtured. Channel edge, in the new economic era, the development of electronic commerce, through the development of the dealer price competition will become smaller and smaller living space, the traditional type of dealer will be gradually eliminated Ban Xiangzi market, Haier and channels in order to achieve win-win, Haier implementation of personalized marketing, according to the characteristics of different channels, the specialized division of labor and so on.
[pic]
Haier disadvantage. Property rights are unclear. And transnational Yuji comparison, capital, technology, governance, and so there is still a wide gap. Flooding of the brand extension, the shortage of contemporary brand operation. Haier in the dissemination and public relations skills are lacking, which will enable the acquisition of Chinas future business is very difficult. Haier, a large part of public relations because of the lack of Haier in the appointment mechanism has some problems, only focus on technology, knowledge of the investigation, ignoring the ability of individuals investigated.
Haier opportunities. Haier time in the future, but also made great achievements. As long as continue to Haiers corporate culture-based, focus on technological innovation to enterprise information. Accompanied by growing trend of internationalization, Haier faced with great opportunities and challenges. Haiers development opportunities is to keep up with the times, progressive and innovative. Haier rely mainly on the future direction of the three transfers. First, the internal organizational structure of the transfer; the second is the transfer market; third is to continue to increase the intensity of services.
Haier threats. With the constant rise of home appliances business, technology continues to improve, Haier must continue to improve the scientific and technological innovation, and thus enhance their advantage. Haier years have developed so fast, so that we do not doubt that its international. News of the full swing, the internal message of better, said the news of the outside, especially with domestic suppliers, distributors of electronic data interchange, but a row in a dilemma, procurement and distribution of capital is still difficult to fully complete the reduction . Haier external information system is not very successful, which gives Haier to bring a certain threat.
3.
Haier is now a world-renowned brand, but it is growing up step by step. In this path of development, Haier has gone through four major stages in the different stages of development are taking a different strategy. The four strategies are, brand strategy and diversification strategy, international strategy, global brand strategy?Stage in the brand strategy, a product of Haier refrigerators only dry, explore and have accumulated experience in business management for future development has laid a solid foundation, summed up a portable management. Stage in the diversification strategy, Haier products to more than one product from a development into the black from the white goods field of home appliances in order to “shock the fish to eat” approach to capital management, make an inventory of tangible assets to intangible assets, in the shortest possible time to the minimum The cost to expand the scale of the enterprises and stronger. Strategy in the international stage, Haier products are sold to major global economic regions bulk market, has its own network and after-sales service network of overseas distributors, Haier brand has a certain visibility, credibility and reputation. Stage in the global brand strategy, Haier order to adapt to the situation of global economic integration, global brand operations, starting in 2006, Haier Group, following the brand strategy, diversification strategy, international strategy phase, into the fourth strategy Innovation Stage: stage of global brand strategy. International strategies and global brand strategy is the difference: the internationalization strategy stage is China-based, radiation to the whole world; global brand strategy is the market in each country to create localized Haier brand. Haier implementation of the global brand strategy to solve the problem is: to enhance the product competitiveness and the competitiveness of business operations. And sub-suppliers, customers, users achieve a win-win profit. Cultural change from single to multi-cultural, to achieve sustainable development. Four strategic stages described above the historical development of Haier. When Hale was a humble little company, even better product quality, there is no definite information, not make people remember it, then the development of Haier will not long continue. Haiers products only to become a famous brand, Haier from small companies to large corporations to develop. When Haier developed in a well-known brand after a brand can no longer meet the Haier, and it must increase the number of brands of products to create more brands and expand their own. This makes Haier entered the diversification strategy. When Hale grew up in China, its various brands grow up, slowly saturated domestic market, which makes the international strategy of Haier must be taken to China as a base to national sales. Furthermore, Haier more powerful, global brand strategy will be adopted, so that not only is Chinas Haier brand, local brands or countries, in line with national culture, meet local demand.
4. Haier now has a global brand, the emphasis has been placed on the countrys local Haier brand. Each country has its own history, different countries representing different cultures, for China, not necessarily for other countries. Haier in China can be regarded as the first, but not necessarily in a foreign country. Therefore, to create a foreign local Haier Haier brand is difficult. This is in a foreign country will be a new beginning, Haier need to become stronger. At the same time, Haier has many problems, for example, Haier has been the development of the external information system is not very good. This requires Haier with a number of others in a weak and strong aspects of their business cooperation, both can develop their own, they can improve themselves and make themselves more time on the floor. This requires cooperation. A variety of strategic planning: business layer strategy, corporate strategy, acquisition and restructuring strategies of international strategy, cooperative strategy and so on. The above analysis, in my humble opinion, I think Haier can also use acquisition and restructuring strategies, cooperative strategies.
5. If I were the manager of Haier companies. Analysis of internal and external environment of Haier, the companys strengths, weaknesses, opportunities, threats and so on. I will create a strategic plan.
Haiers success, with its product quality, service, high-tech innovation, and so are inseparable. These advantages should continue to maintain and further strengthened. Haier like Apple can learn from the same time ensuring the quality, so that Haier products look more beautiful, diverse, humane. Technology is well developed, can be Haiers products and computer links, so that Haier products intelligent. Haiers products, such as washing machines, can wash clothes, but can not wash the shoes, which requires Haier continue to innovate and produce the shoes of the washing machine can wash. Haier washing machines can be made into large, not only clothes, but also people inside a bath. Remain in the service delivery principles and keep abreast of customer use of products. Neck and neck for those with strong business Haier, Haiers strategy of mutual cooperation can be taken, combination, so that Haier has grown to better ensure that Haiers position in the world. Haier in different countries for local production for local Haier brand, in conjunction with the local customs and culture, rational use of local resources, production and transfer of local people satisfied with the product. For those about to close down small businesses or enterprises, can take the way of annexation or acquisition, expanding their own and so on.
?
??
????????????
??
????????????