The-Success-of-Haier-in-th-U.S-海尔在美国的成功

陈柳伊0151145但锟0151122唐云香0151181种丽凤0151126TheSuccessofHaierinthU.SCONTENTSCasedescriptionQuestionsfordiscussion010203AnalysisofcasePART01Casedescription01OnApril30,1999,HaierestablisheditsindustrialparkinSouthCarolinaoftheUnitedStates,covering700muwithannualproductioncapacityof500000sets.In2000,manufacturingofhomeappliancesstartedonalargescale,andHaiercrackedintotheAmericanmarketwithitsqualityproductsandindividualisticdesign.Casedescription01ThenewU.SheadquartersandCamdenfacilitiesareexamplesofHaierAmerica’scommitmenttotheU.Smarket.TheconsummateattentionoftheAmericanconsumers’wantsandneedsalongwiththeaggressivepursuitofqualityassurancepoiseHaierAmericaforitscontinuedachievementsintheU.S.Casedescription01Haiermakesitsproducthighlylocalized.Haierhasmanyinformationcentersanddesignsectionsabroad.Thesecentersandsectionsdeveloptheproductsthatsuitforthelocals.Thiswillimprovethecompetitivenessofitsproducts.EvenHaier’sadvertisementsarelocalized.TheadvertisementinAmericais“Whattheworldcomeshometo”.AndtheadinEuropeis“Haierandhigher”.Inaddition,Haieroutstripsthedemandsofthecustomersinsteadofonlysatisfyingthem.Highqualityisnotenough.Haierdoeshigherthanwhatthecustomerswant.Forchlorofluorocarbons,soitcanprotecttheenvironment.Itcansave50%ofenergyandhasnocheaptouseit.InGermany,governmentevengivessubsidiestoconsumerswhobuythiskindofrefrigerator,inordertoencouragepeopletobuythisenvironment-friendlyhomeappliance.CasedescriptionPART02Questionsfordiscussion010203041.HowdoesHaiercarryoutitslocalizationstrategyintheU.S.?2.WhatcanwelearnfromthesuccessofHaierinAmerica?02QuestionsfordiscussionPART03Analysisofcase010203ContradictionanalysisAnalysisofcausesCulturalcommunication03Analysisofcase03ContradictionanalysisHaierasChina‘sfamousbrandsandgoodstate,beartheimportanttasktoleadChina‘s“goingout”,inthedomesticmarketproductionofexcessandbrutalpricewar,theroadofinternationalizationhasbecometheconsensusofmanylargehomeapplianceenterprises.Therearetwopathsofinternationalization,mostenterprisestochoosetheroadof“easyfirstthendifficult”,firstintoAfrica,southeastAsia,theMiddleEast,easternEuropeandothermarketsindevelopingcountries,thentoentertheEuropeanandAmericanmarkets,whileHaierchosetheroadof“difficultbeforetheyareeasy”,advancedtheEuropeandtheUnitedStatesandotherdevelopedcountriesofthemarket,inthefiercecompetition,butHaierinsuchaspectsascapital,technologyandcomprehensivestrengthandtherearemanydifferencesbetweencompetitors,visibilityisextremelylowintheUnitedStates.However,afteryearsofcarefulmanagement,Haier‘ssuccessintheUnitedStateshadfallenonhisfeet,in2001,Haier’ssalesof$200millionintheUnitedStates,inthesameyear,theworld‘smostfamouschainWal-martsignedacontracttobuy100000refrigeratorwithHaierintheUnitedStates.HaierintheUnitedStates,themostpopularsmallrefrigerator,reachedanannualsalesof1.5millionunits.Atpresent,Haierhassuccessfullyintothetoptenbigchains,andwonthebestsupplier,supplierqualificationexemptedfrominspectionhonor.03ContradictionanalysisHaier'ssuccessintheUnitedStatesandHaierintheUnitedStatestoactivelyadoptthelocalizationstrategyisinseparable.Unlikemostcompanies,HaierisnotsimplythedomesticproductionofexcessproductsshippedtotheUnitedStatestosell,butfortheneedsoftheU.S.marketfordesignandproduction.Firstly,HaierinAmericanrealizedthelocalizationdesign,production,salesintegration.HaierhassetupadesigncenterinLosAngeles,asalescenterinNewYork,andaproductioncenterinSouthCarolina.Secondly,Haierrealizedthelocalizationofhumanresources.Haier'stradedailyoperationandmanagementintheUnitedStatesisfullymanagedbyageneralmanagerintheUnitedStateswhohasexperienceinhomeappliancemanagement.Haier'sproductioncenterinSouthCarolina,inadditiontoseveralChinesesentpersonnel,themainmanagersandmorethan200ordinaryemployeesareAmericans.LocalizationstrategynotonlymadeHaiersuccessfullyavoidtariffandnon-tariffbarriers,butalsorecognizedbytheU.Sconsumers.03analysisofcauses:HaierhasalwaysadheretothebrandstrategyintheUnitedStates.TheimportantgoalofHaierenteringtheUnitedStatesistocreateaninternationalbrandwithinternationalcompetitiveness.Thepromotionofthebrandhasgreatsignificancetothelong-termdevelopmentofHaierintheUnitedStatesandthewholeinternationalstrategy.Haieristotakethefirstdifficultaftertheinternationalbrandstrategy.Haieristakingtheinternationalbrandstrategyofeasyfirstthendifficult.ThefirstfootholdisenterintotheUnitedStatesandotherdevelopedcountries,andthenthedevelopingcountries.Toheightenthebrand,HaierfirstcarefullystudiedtheU.S.marketandcompetitors,startingwithasmallrefrigeratortoopenvisibility.Afteracertaindegreeofvisibility,HaiergraduallyexpandproductcategorieswhichhaveontheAmericanmarket,suchaslargecapacityrefrigerators,washingmachines,refrigerators,etc.Haier'ssuccessintheU.S.market,greatlyenhancethevisibilityofHaierintheinternationalarena,notonlybroughtconveniencetoopeningupthemarketinothercountries,butalsoimprovedtherecognitionofHaierproductsinthedomesticmarket.03analysisofcauses:Haieradheretoshapecorporateculture.In2001,theU.S.governmentwillgratisnamedtheroadinfront