Performance Evaluation Of Haier Company From Strategic Perspective

After more than 20 years of development,China’s home appliance industry has formed a mature industrial chain at home and has certain influence in the international market.Home appliance industry in the development process of many representative enterprises,and one of the most familiar number of haier.Founded in 1984,haier group has been adhering to the spirit of entrepreneurship and innovation for more than 20 years to create a world famous brand.It has developed from a small collective factory close to bankruptcy into a global group company and become the first brand of global white power.The development strategy of haier group is changed according to the environment of haier,which is well adapted to the development of the group in each period.From the famous brand strategy,diversification strategy,internationalization strategy to the globalization brand strategy,the four stages of haier group’s development from a small factory close to bankruptcy to an international company are summarized.The development of haier group can provide certain reference and practice for the development of Chinese enterprises.The transformation of haier’s strategy in each step is of great significance to other Chinese enterprises.The analysis of the development and existing problems caused by haier’s implementation of global brand strategy at the present stage can provide the possibility for further development of haier.At the same time,it also provides a good practical reference for solving the problems of imperfect performance evaluation of domestic enterprises,neglect of strategic choice and ambiguity of domestic enterprises’strategies at the present stage.This paper first introduces the development of enterprise strategy theory,the research status of strategic management,and the evaluation of business performance.Then,it introduces the strategy adopted by haier group since its establishment,and deeply analyzes the influence of haier group’s global brand strategy on its business performance at the present stage by using index analysis method,SWOT analysis method,balanced scorecard and other analysis methods on the current external and internal environment of haier group.Analyze the advantages and disadvantages of haier group’s operation under the "global brand strategy",and identify the highlights and disadvantages of haier group under the "global brand strategy",based on this analysis,it finds out what other enterprises can learn from haier’s implementation of global brand strategy.In addition,by means of macro environment analysis,industry development trend analysis,benchmarking research analysis and other analysis methods,the business performance of haier group in implementing different strategies with other benchmarking enterprises in the industry was compared and analyzed to find out the problems existing in each business unit of haier group in implementing international brand strategy.Finally,some suggestions are put forward for haier’s"global brand strategy" from the three directions of the company’s overall development,business development and its subordinate key industries.