Haier essays

Therefore, Haier’s brand image is deeply rooted in people’s hearts, many users will recommend the Haier brand to others, also will buy back Haier products, so Haier brand began to be widely known. Similarly, Haier can develop into such a large enterprise, which also appeared a variety of weaknesses.

Some researchers have realized that “brand reputation through the increase in product quality and customer value.” (Hansen, Tan,Gal,2012).If Haier cannot find a solution to this problem, the future development of Haier company will be very unfavorable. Haier is also unable to better open up new markets.

Haier’s growth since 1984 can be explained by four expansion stages, namely, the brand building, diversification, internationalization, and global brand phases. The diagram below shows the company’s three major stages of its growth.

Haier is a global electronics company with its roots in China. The company started from humble beginnings in 1984. The founder and CEO, Zhang Ruimin, started the company as a small refrigeration plant in China. The founder began with product diversification in electronics with the view of capturing a huge market share.