International Journal of Frontiers in Sociology, 2021, 3(20); doi: 10.25236/IJFS.2021.032017.
Yunlan Gou, Lixia Zhou
Shanghai University, Shanghai, China
Haier is a Fortune Global 500 company. Its current reputation and huge market share are derived from its successful internationalization strategy. Its "first difficult then easy" international market expansion method, Brand strategy and Differentiation strategy are groundbreaking, which is deserved to learn for a company hoping to become a multinational enterprise. This article will analyze the environment of Haier’s implementation of its internationalization strategy (1998-2005) and its own development status, then study its strategic methods and ideas, as well as its impact and effects, and finally propose appropriate suggestions for its development in the next five years.
"first difficult then easy", Brand strategy, Differentiation strategy, Corporate culture integration management
Yunlan Gou, Lixia Zhou. Haier International Strategic Analysis. International Journal of Frontiers in Sociology (2021), Vol. 3, Issue 20: 95-102. https://doi.org/10.25236/IJFS.2021.032017.
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