Research On Diversified Development Strategy Of Haier Group

With the acceleration of the trend of economic globalization,the world economy and market have gradually formed an integrated development model,brand competition,diversified development has become the focus of a new round of competition in the international market.As early as in the 1990 s,Haier Group began to try diversified business model and gradually developed from diversified products to diversified industries.The global turnover,profit and market share of refrigerators of Haier Group have been increasing year by year.Among them,Haier's refrigerator market share has been ranked first in the domestic market for 12 consecutive years.In the light of the haier group diversification development overall success behind if there is a failure case,problems which diversification strategy development under the new situation,and what are the environmental factors affecting the development of haier's diversification,the diversified development of haier group how to respond to future challenges and achieve sustained growth enterprise economic benefits,promote the sustainable development of the haier group,is a question of scholars need to study.This article introduces the diversification strategy on the basis of the concept,definition,classification,the haier group as a case in this paper,the development strategy of haier group diversification,comprehensive and objective evaluation strategy of haier group diversification development present situation,the analysis of the haier group in the process of developing the diversified problems and their causes,through in-depth study experience and lessons in the process of the diversified development of haier group,haier group internal environment and external environment,build the haier group's strengths,weaknesses,opportunities and threats of SWOT model,the formulation and implementation of the strategy of haier group diversification development strategy,namely on the basis of existing diversified development model,To promote the coordinated and sustainable development of relevant and non-relevant diversification of Haier Group.