Haier parsing the way of existence enlightenment SMEs to do the brand Misunderstanding.docVIP

 PAGE \* MERGEFORMAT 12 Haier parsing the way of existence enlightenment SMEs to do the brand Misunderstanding Zhang took over in 1984, when Haier, Haier is a loss of 1.47 million small factories, when the wage is borrowed Zhang return to their villages, and 85 years, when, faced with 76 sets of quality products with unsatisfactory Zhang round of the hammer from Since then, Haier has set a goal of doing household appliances industry, strong brand and began to improving quality of quality management. 20 years of sustained and steady development, has become a high reputation at home and abroad to enjoy a large-scale international enterprise group. Products from a single refrigerator in 1984, developed to have a white appliances, black appliances, beige appliances, including the door to class more than 15.1 thousand standard 96 product groups, and exported to more than 100 countries and regions. In 2004, Haier’s global sales volume surpassed 101.6 billion yuan. Reelected the same year, China’s most valuable brand Haier first, brand value as high as 61.6 billion yuan. January 31, 2004, the world’s top five brands, one of the valuation prepared by World Brand Lab ‘the world’s 100 most influential brands’ report revealed, and China’s Haier only selected, ranked No. 95 in the realization of China Brand zero breakthrough. Haier brand development to today, has undergone several stages like: - 1984 to 1991, in order to establish brand-name phase. Occurred in 1985 and the ‘smashing refrigerator’ event (using a sledgehammer smashed 76 refrigerators substandard quality of Taiwan), is a sign of the beginning of this stage in 1991 was well-known trademark is a sign of the end of this phase. Haier not only reversed the passive situation of the past, but has gradually grown into a renowned enterprises and famous brands. - 1992 to 1998, the brand extension phase of a large scale. During this period, Haier has to ‘shock the fish to eat’ is the theoretical basis for merger of 18