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Haier: How to Turn a Chinese Household Name into a Global Brand
內容大綱
"We don't need more production capability. What we need is a higher design level and a bigger sales network", said the CEO of Haier, China's largest white goods manufacturer and one of the world's fastest growing white goods companies. Haier began its efforts to go global in 1999 by tapping into the US market with niche products. In 2006, Haier announced that it planned to launch a new global development strategy to bolster its global brand awareness. It hoped to sell bigger and technologically-rich white goods in the overseas markets and differentiate itself from other Chinese commodity players. This case study explores Haier's roadmap in transforming itself from a Chinese household name to a global brand, and examines the effectiveness of its product diversification and design strategy in its global expansion.