1. Brand strategy stage (1984— 199 1 year)
As a refrigerator product, we have explored and accumulated the experience of enterprise management, laid a solid foundation for future development, and summarized a set of portable management models.
2. Diversification strategy stage (1992-1998)
From one product to multiple products (1984 only has refrigerators, and 1998 has dozens of products), white household appliances enter the field of black household appliances, carry out capital operation in the way of "eating Huck fish", revitalize tangible assets with intangible assets, make large-scale enterprises in the shortest time, and strengthen enterprises with the lowest cost.
3. International Strategic Phase (1998-2005)
Products are sold in batches to major economic regional markets around the world, with its own overseas dealer network and after-sales service network. Haier brand has gained a certain popularity, credibility and reputation.
4. Global brand strategy stage (2005-present)
In order to adapt to the situation of global economic integration and manage global brands, Haier Group has entered the fourth stage of development strategy innovation: global brand strategy since 2006, following the stages of brand strategy, diversification strategy and internationalization strategy. The difference between internationalization strategy and global brand strategy lies in: the stage of internationalization strategy is based on China and radiates the whole world; The global brand strategy is to create a localized Haier brand in every country's market. The problems that Haier should solve when implementing the global brand strategy are: improving the competitiveness of products and enterprises; Achieve win-win profits with suppliers, customers and users; Change from single culture to multi-culture and realize sustainable development.