海尔品牌讨论及海尔品牌中长期展望

Discussion and Medium & Long Term Forecast of Haier Brand

海尔是世界第一的白色家电品牌,其品牌战略极具研究价值。经过深度调研我们认为,海尔品牌延伸总体上是适当的、成功的;海尔品牌建设采取适当的品牌管理策略是需要的。关于海尔品牌的跨行业延伸问题,通过对海尔品牌价值的分析,我们提出"食品行业"这一延伸方向以供探讨。关于张瑞敏之后的海尔品牌问题,我们预测虽有震荡但总体价值影响不大。

Haier is the leading brand of white of great value for research. After in - depth survey, household appliances in the world, so its branding strategies is we have found that Haier brand extension, as a whole, is ap-propriate and successful and it is necessary for Haier to adopt proper brand management strategies for brand build-ing. In terms of cross - sectional extension of Haler brand, we propose that Haier could extend its brand to food in-dustry for exploration by analyzing the value of Haier brand. As regards the problems of Haier brand incurred after Ruimin Zhang＇ s proposal, we forecast that the brand has somewhat been affected but its overall value hasnl been greatly impacted.