海尔家电品牌的可持续发展研究

Research on Sustainable Development of Haier Appliance Brand

我国家电品牌建设了20多年,最成功也最有代表性的就是海尔。海尔先建名牌再创品牌、先难后易的品牌战略成为众多企业争相模仿的对象。然而,海尔品牌管理成功的背后也难免存在诸多失误和不足,其中既有品牌延伸方向的错乱,也有品牌延续的危机,更有企业文化深层与品牌定位的矛盾等。如何进行更有效的品牌管理,使海尔走上品牌的可持续发展之路,打造中国的家电百年品牌,对海尔自身和家电行业的纵深发展都具有重要意义。

Chinese appliance brand construction has over 20 years,the most successful and most representative is Haier.It＇s brand strategy,as build famous fame firstly before create a brand,difficult target in front of easy target make itself become the object imitated by many enterprises.However,behind the success of Haier＇s brand management also unavoidably exists many mistakes and the insufficiency,both brand extension direction in disorder,also has crisis of the brand continuation,what＇s more,deep corporate culture and brand positioning contradictions.For Haier itself and household electrical appliance industry＇s further development,it＇s significant how to manage brands more effectively,make Haier embarked on the road of sustainable development of the brand,and to build Chinese home appliance century-brand.