海爾集團的品牌國際化戰(zhàn)略研究.pdf

1、華中科技大學碩士學位論文海爾集團的品牌國際化戰(zhàn)略研究姓名：徐耀申請學位級別：碩士專業(yè)：高級管理人員工商管理指導(dǎo)教師：田志龍20060428華中科技大學碩士學位論文AbstractAstheChineseconsumerproductmarketbecomesincreasinglycompetjtiVe，bralldisgraduallytumingintothekeydifferentiatingcompetitiVeweaponAf

2、ewleadersofCllinesehouseholdelectronicindustry，suchasHaierGroup，reaJizethatonlybybuildingstmngbralldsandpursuing910balizationwoulda110wthemtostayanddevelopint11emarketplaceThereare10tsofdiscussionsaboutHaier’scorporatecu

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4、esvariousissue3facingChinesecompaniesinpursuitofbrandglobaIization，andex靠minesindetailHaier’sexperienceAsaconclusi01l，thep印ermakessp。dficreI’ommendationsonhowHa衙canimproveitsstrategyBfand910balizationisveryimportantforCh

5、inesecompaniesinthene)(ttenyearsE1陀rycompafIywhichwantst0buildalargebusinessempire，ⅡmstbedowellinbrandgIobaljzationBeyondHaier’thescholaralsoconductsind印thresearchonthistopic，andprovidessomegeneraladvicesforClIineseemrep

6、reneursFromtlIispaper，weouⅡinethehardshipsChinesecompaniesfacewhenbecomingtheirglobalizationstrategyHowever，wealsofeeloptirnisticaRerreviewingHaier’trials，errorsandcontinuousachievement，Insum，br鋤dglobalizationisnewforChi