Haier.ppt

Founded in 1984, Haier Group has been dedicated to innovation and creating a world famous brand over the past 27 years. Originally a small collective plant on the verge of bankruptcy, it has now grown into an international group which has more than 70,000 employees around the globe and realizes a turnover of 135.7 billion yuan in 2010. Haier has risen to be the worlds No.1 brand of consumer appliances. In addition, it was selected as one of the worlds Top 10 innovative companies issued by USA Newsweeks website. Strategy 1.The phase of Brand building strategy (1984-1991) comprehensive quality management (全面质量管理) Always aiming at the top position Devoted itself to the manufacturing of refrigerators 2.The phase of Diversification strategy (1991-1998) Haier culture activated shocked fish （海尔文化激活“休克鱼”） the star service system the OEC (Overall Every Control and Clear) management approach OEC Management(Overall Every Control and Clear ) O stands for Overall; E stands for Everyone, Everything, and Everyday; C stands for Control and Clear. everyone shall conduct overall control of and clear every thing that needs to be done every day accomplish what’s planned each day; evaluate and improve what’s accomplished each day （“日事日毕，日清日高”） 3.The phase of Internationalization strategy (1998-2005) proposed the “three steps strategy” of “Get in, Move into mainstream, Leadership” （“走出去、走进去、走上去”的“三步走”战略） put forward the thought of “difficult first, easy later” created the localization mode of “three in one” （“三位一体”的本土化模式）i.e., combining design, manufacturing and sales into one 4.The phase of Global brand strategy (2005-) Haier consolidates the global resources in RD, manufacturing, and marketing to create a global brand the enterprise-centric sale of products the user-centric sale of services Win-win Mode of Individual-Goal Combination （“人单合一双赢”模式） Internationalization : creating international brands with the own resources of the enterp