品牌延伸与海尔巨亏（Brand extension and Haiers huge loss）.docVIP

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品牌延伸与海尔巨亏（Brand extension and Haiers huge loss）.doc

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品牌延伸与海尔巨亏（Brand extension and Haiers huge loss）

品牌延伸与海尔巨亏（Brand extension and Haiers huge loss） In September 26th, Haier Electric Group Limited (01169.HK) Exchange released 2005 interim results announcement in Hong Kong, due to the impact by the mobile phone business losses as of June 30, 2005, Haier losses amounted to $397 million, while last year, Haier profit of HK $45 million. Haier announcement data show that although the business of Haier washing machine is still strong growth in the first half of 2005, turnover increased by about 19% to HK $1 billion 304 million, but due to mobile phone sales in the first half of 2005 fell sharply to about 51% to HK $814 million, as of June 30th, Haier 6 months turnover of HK $2 billion 118 million, a decrease of 23% more than HK $2 billion 748 million for the same period last year. In the first half of the year, the loss of Haier mobile operating was HK $65 million 700 thousand, while the impairment losses on goodwill generated by the acquisition of mobile phone business amounted to HK $549 million 700 thousand. What caused Haier to turn from profit to loss? What will Haiers performance be like this year? Will this be the turning point for Haiers transition from prosperity to decline? This is a concern for many investors. In fact, the analysis of Haier brand strategy, will find out from the brand core value of the brand extension strategy to Haiers development has brought tremendous resistance. Haier lost 1 million 470 thousand yuan in 1984 from the small factory, after 17 years of struggle, the development of todays global turnover of about 80000000000 yuan of large enterprises, the average annual growth rate of 81%. During the period, the brand strategy phase, rapid expansion stage and international operation stage have been established. In the period of rapid expansion from 1992 to 1998. Haier has been eating fish shock as a theoretical basis, the merger of 18 loss making enterprises, so that Haier enterprise scale has been an unprecedented expansion. And this period h