The road to the success of Haier brand is very difficult. Analyzing the reasons for the success of Haier brand should start from many aspects. Today, I will share with you the reasons for the success of Haier brand for your reference only!
I. Haier's success is Mr. Zhang Ruimin's personal success;
Second, Haier's success is the success of brand strategy;
III. Haier's success is the success of service strategy;
IV. Haier's success is the result of Haier's efforts to pay close attention to basic management and the implementation of OEC (daily completion, daily improvement and daily improvement);
V. Haier's success is the result of continuous innovation.
All the above views are reasonable, but I don't think they have talked about the essence of the problem. According to my experience in Haier, as well as my understanding and perception of it, I think the key to Haier's success is the success of the combination of human resources development and corporate culture construction. Under the condition of market economy, two forces are the most terrible. One is the power of capital; Second, the power of culture. Capital mainly solves the problem of "things", which is material; Culture mainly solves the problem of "people", which is about spirit, pursuit and creativity. When the two are combined together, the enterprise will produce huge energy and promote the rapid development of the enterprise. When enterprises start up, the general situation is that capital is relatively scarce. When enterprises complete a certain amount of capital accumulation, all social resources will be concentrated to enterprises, and capital is no longer a scarce resource of enterprises. At this time, what enterprises lack most is spirit, pursuit, centripetal force and cohesion, which is corporate culture. Management is not omnipotent. It can prevent employees from making mistakes, but it can also stifle employees' initiative and creativity. Innovation is an empty word. How to make employees create on the premise of "observing discipline and law" has always been a problem that managers and managers try to solve, which is exactly the goal of corporate culture construction and human resource management. In such an era when intangible is better than tangible, for an enterprise that has initially completed capital accumulation, the power of culture is far better than that of capital.
The reason why many enterprises cannot form a healthy and positive corporate culture is that they do not have a good corporate culture system, let alone a human resources system to ensure the implementation of the corporate culture system. An enterprise is a complete value system, and an enterprise culture system should include at least four aspects: enterprise mission, which is the value and significance of enterprise existence, the strength of employees and the source of enterprise value; The vision and goal of the enterprise, which is the development direction and future goal of the enterprise and the heartfelt desire of employees; The core values of enterprises are the most basic principles that enterprises adhere to in the process of realizing values. They are the starting point and destination of all behaviors. They determine the principles, ways, ways and methods of realizing enterprise values; The core slogan of the enterprise refers to how the enterprise can realize good communication between its own value and the society. It is a commitment to the society (especially customers). It will be directly related to the recognition of the enterprise by the society, so as to distinguish it from other peers. In Zhang Ruimin's article "Haier is the sea", he answered the value of Haier's existence, the goal it pursues and the values that the enterprise should adhere to with the boldness and breadth of mind of the sea, and described a magnificent scenery for us. It allows each employee to truly see their own value and know how their value is integrated with the value of the enterprise and the value of the society, This is the fundamental driving force to motivate every employee of Haier and the source of strength to overcome all difficulties and obstacles.
China Haier was founded in 1984. After 30 years of entrepreneurship and innovation, it has developed from an insolvent collective small factory on the verge of bankruptcy to the first brand of household appliances in the world. Adhering to the enterprising Haier culture, Haier does not stick to the existing products and service forms of the household appliance industry, constantly seeks innovation and change in its work, actively expands new business fields, opens up new ideas, technologies, products and services for modern life solutions, leads the new trend of modern lifestyle, and comprehensively optimizes the quality of life and environment in an innovative and unique way. Nowadays, Haier is not only a well-known household appliance enterprise in China, but also has gone to the world and become a first-class household appliance brand in the world.
Haier and higher, "sincere forever" and other widely circulated slogans, as well as the products and services Haier actually brings to consumers, make Haier brand represent "good product quality and good service". Moreover, Haier has always insisted on expressing its corporate culture, which has shaped Haier's brand image. Namely: ○ 1 first class quality when Zhang Ruimin smashed those unqualified refrigerators with a hammer, he also woke up the quality awareness and internal cohesion of Haier employees. Since then, quality has become the foundation of Haier's survival. High standards, refinement and zero defects are the quality objectives pursued by Haier. Haier's products are so fine that every screw must ensure quality. It can be seen that Haier really strictly controls quality and produces high-quality products. It is precisely because Haier pays so much attention to the quality of products that it can continuously expand the market, create Haier as a famous brand, and make Haier's products win the real trust of consumers and become the first choice for consumers to buy similar products. The fundamental reason for the success of Haier brand is first-class quality. Therefore, quality is the foundation for enterprises to create famous brands. 2 high quality service to provide users with high-quality and perfect service is an important guarantee for forging brands. On the one hand: perfect service can reduce customers' risks and losses, so as to establish and maintain the reputation and image of the company and brand. On the other hand: perfect service can increase the interests and value of customers, so as to enhance the company's brand reputation and image. Haier
The attitude towards consumers can be summarized in their famous words: sincerity forever. The three door-to-door services in the case reflect Haier's patience, enthusiasm, thoughtful service and serious working attitude. If you want to forge a brand and achieve a famous brand, you must enhance service awareness and improve the service system. Haier is not only strict in quality, but also superior in service. Haier's star service enables consumers to truly enjoy the courtesy of God and improve the company's brand reputation and image ○ 3 continuous innovation is the soul of the enterprise and the source of enterprise vitality. Continuous innovation is another major eternal topic for the survival and development of the enterprise. Haier's innovation is not limited to product innovation, but all-round innovation, such as management innovation and service innovation. Haier's innovation in management puts forward the "SBU" theory. In terms of service innovation, such as Haier air conditioning dust-free installation is also a good example. Haier sincerely faces consumers and thinks of consumers everywhere. With its first-class quality, high-quality service and continuous innovation, Haier has created a world famous brand
1 Haier mainly publicizes through media. Haier is not seen in the media
Fresh. According to incomplete statistics, in the past three years, CCTV has introduced Haier in the news broadcast at least three times a year for at least one minute each time. The whole program of CCTV has introduced Haier for seven hours. Moreover, not only CCTV, but also many influential portal websites and newspaper media have also paid extensive attention to Haier: www.chinahr.com, one of the largest and most authoritative professional recruitment websites in China, recently released the "list of the best employers of Chinese college students", and Haier topped the list; In a series of reports "accelerating the development and cultivating independent brands" on December 17, 2014, economic daily once again mentioned Haier; In November 2014, the news that "the world brand laboratory announced the 100 most influential brands in the world, and Haier is the only Chinese enterprise selected" was seen in the works of CCTV
It is the media with the highest ratings in China and has the widest audience, so it has played a great role in publicity for Haier. Whenever Haier's representative new products are launched, the media will pay special attention to them. Naturally, they will not try their best to make unique advertising. ○ 2 in order to expand its popularity, Haier company has invested in the production of an animated film called "Haier brothers". The animated characters have been used on Haier's trademark. After the first few episodes of Haier brothers were broadcast, the social response was very strong, and Haier brothers were also warmly welcomed by children. Cartoons have a far-reaching impact on children, and the impression left by children is often the most profound. Investing tens of millions of yuan to shoot an animation may affect a generation. People who have seen Haier brothers will recognize Haier imperceptibly. "Haier brothers" has brought huge social and economic benefits to Haier Group, and Haier's reputation has also been greatly improved!
From the three aspects of Haier brand positioning, Haier brand design and Haier brand image, we can see the overall process of Haier brand development. From this, we can sum up four factors for the success of Haier brand: ○ 1 the fundamental factor for the success of Haier brand: first-class quality ○ 2 the fundamental guarantee for the success of Haier brand: high-quality service ○ 3 the fundamental driving force for the success of Haier brand: continuous innovation ○ 4 the booster for the success of Haier brand: pay attention to publicity.
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