"Haier" is undoubtedly a dazzling star in today's business circles in China. Its success is caused by many factors, but its correct and advanced marketing strategy plays a decisive role. From its establishment to today, Haier's marketing strategy has undergone fundamental changes in three aspects, which represent the development direction of enterprise marketing strategy when the market economy is mature. First, the marketing object has changed from "tangible specific products" to "intangible corporate image"

Haier people's initial understanding of the marketing target is natural and simple, that is, to make every product according to the needs of consumers and meet their requirements for high-quality products. This is because although Haier was the last designated enterprise in the refrigerator industry, the refrigerator was both a luxury and a tight commodity at that time. As long as the goods are marketable and of good quality, they cannot be sold at all. In this objective socio-economic environment, Haier people naturally take the "market-oriented" marketing concept as their guiding ideology, so at the beginning of Haier's establishment, a series of management standards and measures aimed at improving product quality were produced. Among them, there are two outstanding aspects: one is to formulate strict quality standards. At that time, their regulations on various technical indicators of refrigerators were higher than the national standards, and the measured values of seven important indicators were better than those of developed countries. In order to meet the special needs of users for high-end home appliances at that time, special requirements were also made for indicators such as appearance and noise. For example, the appearance of the refrigerator, the national standard requires that there should be no scratches within 1.5 meters, and they require that there should be no scratches within 0.5 meters; Noise, the national regulations for 52dB, Haier enterprise internal control standard for 50dB. Second, the handling measures for a few unqualified products are severe. For example, 1985, 76 refrigerators were found to be unqualified. They are not simply selling at a reduced price, but grabbing a sledgehammer and smashing it to show Haier people's determination and confidence in producing first-class products. It is precisely because of these strict product quality management standards and measures that Haier had a series of quality advantages and reputation in the late 1980 s, and also had the capital and foundation for Haier to stand on the market, open up the market and expand the enterprise.

However, in the 1990s, with the expansion of enterprise scale, products are increasingly diversified, and the change of consumer demand, especially the oversupply, has gradually become the main theme of the relationship between supply and demand in China household appliances industry. This method of managing, controlling and improving product quality by relying solely on technical means has become increasingly unsuitable for the market demand, and Haier people have gradually realized that "enterprises can lead in the market competition only if they are ahead in business philosophy (management guiding ideology), that is to say, there is no way out without philosophy". Haier people's understanding of products and product quality problems has undergone a qualitative change. They began to take measures from the concept, system, employee awareness and the whole production process, and strived to make a breakthrough in the management concept, mainly solving product problems from three aspects:

First of all, according to my product management experience accumulated in recent years, I summarized and refined "OEC". The so-called OEC concept is that every day, everything is managed by someone, so as to control every item, and everyone has control content. According to the work standards, the things they control are implemented according to the specified plan, and the implementation results are compared, summarized and revised with the planned indicators every day, so as to achieve the purpose of controlling the development process of things day by day and ensuring the development to the predetermined goal. Specifically, it can be summarized into three basic frameworks: target system, Nissin control system and effective incentive system. Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin-Nissin. Users are food and clothing parents; Management borrowing theory; Enterprise is like a ball on a slope. If you don't advance, you will retreat.

Second, it took the lead in introducing the most advanced international total quality management standard ISO900 1 series of standard management methods, and passed the international certification of refrigerator industry in China in 1992, and passed the international certification of ISO 900 1-94E in 1994, so that the products were certified internationally.

Thirdly, with the worsening living environment faced by human beings and deeper understanding of corporate social responsibility, Haier assumed the responsibility of a large state-owned enterprise and took the lead in passing the ISO 14000 series certification at 1996.

In addition, in order to endow the brand with richer connotations and shape the overall image of Haier enterprise, they also adopted a series of strategies and measures: in terms of service, they launched a one-stop six-in-one star service on the basis of the original good service: telephone consultation, door-to-door design, free delivery, free material fees, 24-hour service in place, and user return visits. "You just need to make a phone call and we will do the rest", and then they launched the "red carpet. That is, the "red carpet" service is open under the overall image of Haier, and combined with the internationalization trend of Haier in recent years, Haier's advertising "international articles" is launched, and the propaganda slogan of "Haier, Made in China" is played, so that the corporate brand image bearing Haier's overall image is fuller and richer in connotation; In terms of product extension, new products that meet the needs of consumers at different levels and are more personalized are continuously introduced according to market demand. For example, according to a letter from a Mr. Wu in Chongqing, they asked if it was possible to design a remote control for families with children and the elderly. After around-the-clock research and development, design and production, it only took half a year to take the lead in China to have a large arc shape, a world-class super three-stage evaporator and an all-plastic outdoor shell that never rusts. In diversification and asset reorganization, they took the overall corporate image represented by Haier brand image as the core, and entered the black home appliance market by activating "Huck Fish". In less than a year, Haier TV stands out in the highly competitive color TV market and is invincible.

1997, Haier people clearly put forward the slogan of "selling word of mouth, not selling products". Then, the "reputation" here refers to the "intangible overall image of the enterprise", which is the simplest, most intuitive and most popular generalization and expression of the overall image of the enterprise. Haier people have finally realized the fundamental transformation of the marketing target from "tangible specific products" to "intangible corporate overall image". Second, brand strategy has changed from "brand product strategy" to "brand enterprise strategy"

Although Haier people regard the implementation of brand strategy as their foothold and important strategy in the market competition from the beginning, the well-known corporate brand of Haier that we know, are familiar with, recognize and trust today is actually a brand-name corporate brand gradually formed by Haier people after more than ten years of painful self-denial and continuous improvement, as Haier people gradually move from "brand-name product strategy" to "brand-name corporate strategy", and finally become the material carrier and symbol of Haier's overall image.

Haier Group's predecessor was 1984, which was the "Qingdao Refrigerator General Factory" formed by the merger of two small factories on the verge of bankruptcy. 1985 introduced the advanced technology and equipment of Liebherr company in Germany, and produced the first generation of "four-star" refrigerators in Asia. At that time, in order to show that this is the result of cooperation between the two parties, and because of the domination of "marketing concept", the product was named "Qindao-Liebherr", and the product logo was modified and drawn based on the German logo. At that time, considering the decoration of the refrigerator, the children's mascot symbolizing Sino-German cooperation was successfully designed. These visual identification marks and names constitute the first generation identification marks of Haier Group products, and their good application in advertising has played a positive role in promoting the development and market development of enterprises.

However, with the expansion of enterprise scale, product diversification and best-selling products, especially with Haier's gradual entry into the international market, the original logo and name based on product brand are similar to those of Germany, which seriously affects the development of the international market. Moreover, the brand name and logo of the product are not unified with the enterprise name of Qingdao Refrigerator General Factory, and its disadvantages are increasingly exposed. After several changes, Haier people in 199 1 simplified the enterprise name as "Qingdao Qingdao Haier Group Company" and the product brand name as "Qingdao Haier" brand, which initially realized the unification of enterprise brand name and product brand name. At the same time, enterprises began to consciously establish their own corporate identity system, and launched a new logo with "the rising sun on the sea in Ran Ran" as the enterprise concept and "Haier Blue" as the enterprise standard color, thus gradually forming the second-generation identification name and logo of Haier Group. This process of self-denial shows that Haier people have made a leap in brand strategy. They began to realize the significance and function of establishing enterprise brand and establishing product brand under enterprise brand.

It should be said that after improvement, Haier's brand strategy is clearer. But technically, these signs and names also have some weaknesses, such as lack of conciseness, weak sense of integrity and unclear technical characteristics. With the rapid development of enterprises, diversification and internationalization, as the key strategies of enterprise development, have been determined and further implemented, showing obvious inadaptability. Enterprises need more advanced material carriers of the overall image of enterprises. Therefore, in May of 1993, Haier people, after in-depth investigation and analysis, decided to fundamentally transform the corporate brand identification system, the material carrier of the overall corporate image: first, simplify the corporate name to "Haier Group"; Second, the English word "Haier" is used as the text symbol of enterprise brand owner; Third, make the product brand trademark logo and enterprise brand abbreviation and logo unified. After this transformation, the following goals have been achieved: First, the corporate brand and product brand name and logo are unified, achieving the purpose of optimization and simplification, facilitating people's understanding, memory and familiarity with corporate brands, and finally moving towards understanding and memory; Second, because the brand design is concise, steady and generous, the information is more concise, and it is also easy for the public to know and remember; Third, we established our own independent corporate brand and finally got rid of the shadow of "introduction"; Fourth, the material carrier of the overall image of the enterprise is clearer. Now, after two denials, Haier's corporate brand has become a symbol of Haier Group, Haier product quality, Haier culture and Haier reputation. At this point, Haier has finally moved from product brand to enterprise brand, and its brand strategy has also changed from brand-name product strategy to brand-name enterprise strategy.

In the process of changing from "brand-name product strategy" to "brand-name enterprise strategy", Haier has gradually developed into seven categories of products, including refrigerators, air conditioners, microwave ovens, washing machines, display cabinets and small household appliances, with more than 2,000 varieties. Now it has entered the field of black household appliances, thus gradually forming a large group company, with sales revenue exceeding/kloc-0.00 billion yuan in half a year. For such a huge product family, in order to endow different products with their own unique personalities and make full use of the golden signboard of "Haier" enterprise brand, Haier has taken the following measures in the process of implementing the famous brand enterprise strategy: taking the enterprise brand as the general symbol of all products of the enterprise, and then determining the category name and sales identification name (called sub-brand) of specific products according to different product characteristics to form a three-level main brand strategic framework. This not only gives full play to the influence of Haier's corporate brand, but also uses Haier's consistent corporate brand image to promote and publicize, which greatly reduces the cost of information dissemination, improves the efficiency of information dissemination, maintains and perfects the overall corporate image represented by corporate brands, lays a foundation for enterprises to integrate information dissemination, and highlights the individual characteristics of different categories and specifications of products, so that the two complement each other, thus strengthening the corporate brand.

Around the above-mentioned three-level main brand strategic framework, TV advertisements of Haier Group have successively completed the promotion of specific images such as "service", "technology" and "international" under the overall image of Haier Group, which has interpreted and enriched the connotation of the overall image of Haier Group from different angles and levels and avoided the hollowing out of content. In addition, Haier Group has always grasped the propaganda style from the perspective of the overall image of the enterprise and formed a unified overall personality in the overall promotion at three levels.

Under the guidance of this general idea, Haier Group does not publicize the quality and characteristics of new products in isolation, but gives consumers (audiences) a reliable basis. Therefore, in operation, they are guided and supported by the overall image of "Haier-high quality" formed over the years, so that new products have a familiar and credible background for consumers, which affects and guides consumers' purchase decision-making behavior. "Clear sky" air conditioner, "Deby" freezer and "Qindao-Sharp" washing machine are listed as "Haier" brands after quality certification, which is enough to prove this point.

Today, "Haier" has become a symbol, a banner and a veritable material carrier of Haier's overall image.

Third, the marketing target is "from target market" to "target public"

At first, Haier, like many enterprises, took specific products as the marketing target under the guidance of "marketing concept", mainly targeting consumers in the target market. However, with the development of Haier people's marketing target becoming intangible corporate image and brand-name enterprise strategy implementation due to the change of business philosophy, Haier people began to expand the choice of marketing target from consumers in the target market to the target public, and spread, maintain and improve the target corporate image among a wide range of target public who may have an impact on the business objectives of the enterprise, which is the inevitable result of Haier's business philosophy change. Here we choose two wonderful clips.

Since1August 1996, Qingdao Haier Refrigerator Co., Ltd. has successively invested nearly 10 million yuan to show more than 1000 movies for farmers in 139 counties. It is reported that the exciting 23 movie premieres welcomed more than 50,000 peasant brothers, and the most one was crowded with more than 5,000 viewers. Haier refrigerator screening team always puts a feature film before each film screening. This topic not only publicized "Haier" and its products, but also focused on the development path of China's national household appliances industry and its position in the international market competition, educating farmers to support the development of national industries and win glory for the country. At the same time, "Haier" also makes full use of this excellent and rare opportunity to spread, maintain and improve the good corporate image of "Haier" in the eyes of peasant brothers. In the cinema, they presented a specially designed and beautifully printed rural manual to the peasant brothers. There is a lot of familiar and unfamiliar knowledge in the manual, which is necessary for farmers in the new era.

1June 997 16 to July 16, Haier Refrigerator Company held "Welcome to Haier Refrigerator Summer Camp" in Nanjing. This activity is also carried out in other parts of the country. Through this activity, 100 teenagers were selected to participate in "Haier Refrigerator Summer Camp" held in Qingdao in mid-July. All over the country are celebrating the return of Hong Kong to the embrace of the motherland, and patriotic tourism activities are carried out for young people entering the camp to enrich their summer life and activate their patriotic enthusiasm.

In recent years, in the domestic market, refrigerator wars, air-conditioning wars and color TV wars have intensified, and many manufacturers have adopted sales promotion methods such as price reduction, "buy one get one free", clearance sale and special sale to win the market. These promotion methods all have a common feature, that is, they are only aimed at the target consumers of a specific commodity, hoping to improve the sales volume and market share of the commodity in a certain period of time through these promotion activities, so as to achieve the purpose of increasing profits. To a large extent, these behaviors still remain in the stage of "marketing concept" centered on the target market. On the contrary, every promotion activity carried out by the three major companies under Haier Group Company is not aimed at a specific product, nor is it aimed at improving the sales volume and market share of a specific product in a short time, but revolves around a common goal-spreading, maintaining and perfecting Haier's good corporate image among the target public, establishing Haier's brand and, more importantly, marketing.