Haier’s Diversified Development Strategy

Abstract

The article mainly starts with the basic theory of modern enterprise strategy and market diversification strategy, studies the basic theoretical achievements of market diversification strategy, and expounds the research purpose and method of this chapter. With the rapid development of the current world economy and the trend of internationalization, a relatively unified and perfect global development analysis model has been gradually established for the entire global economic environment and commodity market. The further development of diversified competition strategy will also quickly become a new hot spot in the new round of market competition. Haier Group has been actively trying to develop diversification strategies since the early 1990s. The diversified development of the company’s products gradually transited to the diversified development of the company’s products. The diversified development strategy has also brought about the development trend of Haier Group’s global turnover growth and operating profit maintaining a significant growth trend year by year. Based on the diversified economic strategy and development process of Haier Group in China, this paper briefly, objectively and truly summarizes the current situation of the development process of Haier Group’s diversified business strategy in China, analyzes the experience and lessons of Haier Group’s diversified development, and constructs a SWOT analysis model.