In The Name of God Corporate Strategy of

In The Name of God Corporate Strategy of Haier Group Dr. M. Hajarian Industrial Strategic Management Mahmud Naseri

گﺮﻭﻩ ﺻﻨﻌﺘی ﺍﻧﺘﺨﺎﺏ ¡ گﺮﻭﻩ ﺻﻨﻌﺘﻲ ﺍﻧﺘﺨﺎﺏ ﻓﻌﺎﻟﻴﺖ ﺧﻮﺩ ﺭﺍ ﺍﺯ ﺳﺎﻝ 8731 ﺑﺎ ﺗﻮﻟﻴﺪ ﺍﻧﻮﺍﻉ ﻟﺒﺎﺳﺸﻮﻳﻲ ﺩﻭﻗﻠﻮﻱ ﺣﺎﻳﺮ ﺑﻪ ﻋﻨﻮﺍﻥ ﻧﻤﺎﻳﻨﺪﻩ ﺍﻧﺤﺼﺎﺭﻱ ﺷﺮﻛﺖ ﺣﺎﻳﺮ ﺑﻴﻦ ﺍﻟﻤﻠﻞ ﺩﺭ ﺍﻳﺮﺍﻥ آﻐﺎﺯ ﻛﺮﺩ. ¡ ﺍﻳﻦ گﺮﻭﻩ ﺩﺭ ﺳﺎﻝ ﻫﺎﻱ ﺑﻌﺪ ﺟﻬﺖ گﺴﺘﺮﺵ ﻓﻌﺎﻟﻴﺘﻬﺎﻱ ﺧﻮﺩ ﺩﺭ ﺍﻣﺮ ﺗﻮﻟﻴﺪ، ﺗﻮﺯﻳﻊ، ﻓﺮﻭﺵ ﻭ ﺧﺪﻣﺎﺕ ﻣﺸﺘﺮﻳﺎﻥ، ﺍﻗﺪﺍﻡ ﺑﻪ ﺍﻳﺠﺎﺩ 5 ﻣﺠﺘﻤﻊ ﺗﻮﻟﻴﺪﻱ ﻟﻮﺍﺯﻡ ﺧﺎﻧگﻲ، ﺩﻭ ﺷﺮﻛﺖ ﺑﺎﺯﺭگﺎﻧﻲ ﻭ ﻳﻚ ﺷﺮﻛﺖ ﺧﺪﻣﺎﺕ ﻣﺸﺘﺮﻳﺎﻥ ﻧﻤﻮﺩ ﻭ ﺗﻮﻟﻴﺪﺍﺕ ﺧﻮﺩ ﺭﺍ ﺑﻪ ﺻﻮﺭﺕ ﺳﺒﺪ ﻛﺎﻣﻠﻲ ﺍﺯ ﻟﻮﺍﺯﻡ ﺧﺎﻧگﻲ ﺑﺎ ﻧﺎﻡ ﺗﺠﺎﺭﻱ ﺍﺳﻨﻮﺍ ﺍﺭﺗﻘﺎﺀ ﺑﺨﺸﻴﺪ. ¡ ﻓﻀﺎﻱ ﺳﺎﻟﻦ ﻫﺎﻱ ﺗﻮﻟﻴﺪﻱ ﺍﻳﻦ گﺮﻭﻩ ﺻﻨﻌﺘﻲ ﺑﺎﻟﻎ ﺑﺮ 000003 ﻣﺘﺮ ﻣﺮﺑﻊ ﻣﻲ ﺑﺎﺷﺪ. ﺍﻳﻦ ﻣﺠﻤﻮﻋﻪ ﺑﺎ ﺗﻮﻟﻴﺪ ﻭ ﻋﺮﺿﻪ 09 ﻣﺪﻝ ﻣﺨﺘﻠﻒ ﺩﺭ 01 گﺮﻭﻩ ﻣﺤﺼﻮﻝ ﺑﺰﺭگﺘﺮﻳﻦ ﺗﻮﻟﻴﺪ ﻛﻨﻨﺪﻩ ﻟﻮﺍﺯﻡ ﺧﺎﻧگﻲ ﺩﺭ ﻛﺸﻮﺭ ﺑﻪ ﺷﻤﺎﺭ ﻣﻲ ﺭﻭﺩ ﻭ ﺑﺎ ﺑﻪ ﻛﺎﺭ گﻴﺮﻱ 0002 ﻧﻔﺮ پﺮﺳﻨﻞ ﺳﻬﻢ ﺑﻪ ﺳﺰﺍﻳﻲ ﺩﺭ ﺍﻳﺠﺎﺩ ﺍﺷﺘﻐﺎﻝ ﺑﺮﺍﻱ ﺟﻮﺍﻧﺎﻥ ﻭ ﻣﺘﺨﺼﺼﺎﻥ ﻛﺸﻮﺭﻣﺎﻥ ﺩﺍﺭﺩ.

ﺷﺮﻛﺖ ﻫﺎﻱ گﺮﻭﻩ ﺻﻨﻌﺘﻲ ﺍﻧﺘﺨﺎﺏ ¡ ¡ ﻣﺠﺘﻤﻊ ﺗﻮﻟﻴﺪﻱ ﻟﺒﺎﺳﺸﻮﻳﻲ ﻣﺠﺘﻤﻊ ﺗﻮﻟﻴﺪ ﻣﺤﺼﻮﻻﺕ گﺎﺯﺳﻮﺯ ﻭ ﻛﻮﻟﺮ آﺒﻲ ﻣﺠﺘﻤﻊ ﺗﻮﻟﻴﺪ ﺗﻠﻮﻳﺰﻳﻮﻥ ﻣﺠﺘﻤﻊ ﺗﻮﻟﻴﺪ ﻟﻮﺍﺯﻡ ﺧﺎﻧگﻲ ﻣﺠﺘﻤﻊ ﺗﻮﻟﻴﺪ ﻳﺨچﺎﻝ ﻭ ﻳﺨچﺎﻝ ﻓﺮﻳﺰﺭ ﺷﺮﻛﺖ ﻫﺎﻱ ﺑﺎﺯﺭگﺎﻧﻲ ﺷﺮﻛﺖ ﺧﺪﻣﺎﺕ ﻣﺸﺘﺮﻳﺎﻥ

گﺮﻭﻩ ﺻﻨﻌﺘﻲ ﺣﺎیﺮ ¡ ¡ ¡ ﺑﺰﺭگﺘﺮیﻦ ﺑﺮﻧﺪ چیﻦ ﺩﺭ ﺳﺎﻝ 5002 چﻬﺎﺭﻣیﻦ ﺗﻮﻟیﺪ کﻨﻨﺪﻩ ﺟﻬﺎﻧی ﻟﻮﺍﺯﻡ ﺧﺎﻧگی ﺑﺎ ﺳﻮﺩ ﺳﺎﻻﻧﻪ 8. 21 ﻣیﻠیﺎﺭﺩ ﺩﻻﺭ ﺩﺍﺭﺍی 001 ﺧﻂ ﺗﻮﻟیﺪ ﺩﺭ ﺟﻬﺎﻥ ﺩﺍﺭﺍی 042 ﺷﺮکﺖ ﺗﺎﺑﻌﻪ ) (subsidiary ﺩﺍﺭﺍی 05 ﻫﺰﺍﺭ کﺎﺭگﺮ ﺩﺭ ﺳﺮﺍﺳﺮ ﺟﻬﺎﻥ

ﻣﺤﺼﻮﻻﺕ گﺮﻭﻩ ﺻﻨﻌﺘﻲ ﺣﺎیﺮ ¡ Air Conditioner ¡ Refrigerator ¡ Microwave Oven ¡ TV ¡ Front Load Washer ¡ Mobile ¡ Top Load Washer ¡ Freezer ¡ Commercial Air Conditioner ¡ DVD player ¡ Dish Washer ¡ Water Heater

ﺷﻌﺐ گﺮﻭﻩ ﺻﻨﻌﺘﻲ ﺣﺎیﺮ ¡ Asia China Hong Kong S. A. R. of China Japan Pakistan Korea Thailand India ¡ Europe Haier Europe Italy Russia Croatia Spain Poland Portugal Oceania Australia New Zealand North America & Canada Middle East Haier Middle East Israel

ﻣﻘﺎیﺴﻪ گﺮﻭﻩ ﺻﻨﻌﺘﻲ ﺣﺎیﺮ ﺑﺎ چﻨﺪ ﺷﺮکﺖ ﺟﻬﺎﻧی Haier GE Samsung Sharp 2004 2005 1, 847 152, 866 778, 584 23, 960 Net 44 Profits 16, 819 10, 345 724 Total 890 Assets 750, 507 66, 160 22, 500 Sales

ﺷﺮﺍیﻂ ﻣﻠی چیﻦ ¡

ﺷﺮﺍیﻂ ﻣﻠی چیﻦ ¡ ﻣﻘﺎﻣﺎﺕ چﻴﻨﻲ ﺩﺭ ﺣﺎﻝ آﻤﺎﺩﻩ ﺳﺎﺯﻱ 001 ﺗﺎ 051 ﺷﺮکﺖ ﻫﺴﺘﻨﺪ کﻪ ﺑﻪ ﺧﺎﺭﺝ ﺍﺯ کﺸﻮﺭ ﺭﺍﻩ ﻳﺎﻓﺘﻪ ﻭ ﻭﺍﺭﺩ ﻳک ﺭﻗﺎﺑﺖ ﺑﻴﻦ ﺍﻟﻤﻠﻠﻲ ﺷﻮﻧﺪ. ﺑﺮ ﺍﺳﺎﺱ ﺑﺮﻧﺎﻣﻪ ﺭﻳﺰﻱ ﻛﻤﻴﺴﻴﻮﻥ ﻧﺎﻣﻬﺎﻱ ﺗﺠﺎﺭﻱ ﺩﺍﺧﻠﻲ ﺑﺎﻳﺴﺘﻲ ﺑﻪ ﻗﺪﺭﻱ ﺍﺯ ﻛﻔﺎﻳﺖ ﺑﺮﺳﻨﺪ ﻛﻪ ﺩﺭ ﺯﻣﺮﻩ 05 ﺷﺮﻛﺖ ﺑﺮﺗﺮ ﺟﻬﺎﻧﻲ ﻃﻲ 3 ﺗﺎ 5 ﺳﺎﻝ ﻗﺮﺍﺭ گﺮﻓﺘﻪ ﻭ ﺑﻪ ﺭﻗﺎﺑﺖ ﺩﺭ ﻋﺮﺻﻪ ﺟﻬﺎﻧﻲ ﺑپﺮﺩﺍﺯﻧﺪﻋﻼﻭﻩ ﺑﺮ ﻛﻤﻴﺴﻴﻮﻥ ﻣﻠﻲ، ﺑﻴﺶ ﺍﺯ 03 ﺍﻳﺎﻟﺖ ﻭ ﻣﻨﻄﻘﻪ ﺧﻮﺩﻣﺨﺘﺎﺭ ﺩﺭ چﻴﻦ ﻣﻮﺳﺴﺎﺗﻲ ﺍﺯ ﺍﻳﻦ ﺩﺳﺖ ﺑﺮﺍﻱ ﺗﺮﻭﻳﺞ ﻭ ﺗﻘﻮﻳﺖ ﻧﺎﻣﻬﺎﻱ ﺗﺠﺎﺭﻱ چﻴﻨﻲ ﺑﺎ ﺑﻴﺶ ﺍﺯ 0006 ﻧﻮﻉ ﻣﺤﺼﻮﻝ پﺪﻳﺪ آﻮﺭﺩﻫﺎﻧﺪ. ¡ ﺗﻌﺪﺍﺩﻱ ﺍﺯ ﺷﺮکﺘﻬﺎﻱ چﻴﻨﻲ ﺍﻫﺪﺍﻑ ﺟﺎﻩ ﻃﻠﺒﺎﻧﻪ ﺟﻬﺎﻧﻲ ﺧﻮﺩ ﺭﺍ ﺑﺪﻭﻥ ﺧﺠﺎﻟﺖ ﺑﻴﺎﻥ ﻣﻲ کﻨﻨﺪ. ﻳک ﺳﺨﻨگﻮﻱ ﻧﻴﻨگﻮﺑﺮﺩ ) (Ningo. Bird ﻳکﻲ ﺍﺯ ﺑﺰﺭگﺘﺮﻳﻦ ﺳﺎﺯﻧﺪگﺎﻥ ﺗﻠﻔﻦ ﻫﻤﺮﺍﻩ ﺑﻴﺎﻥ ﻣﻲ کﻨﺪ: » ﻫﺪﻑ آﻴﻨﺪﻩ ﻣﺎ ﺗﺒﺪﻳﻞ ﺷﺪﻥ ﺑﻪ ﻳکﻲ ﺍﺯ 3 ﺳﺎﺯﻧﺪﻩ ﺟﻬﺎﻧﻲ ﺗﻠﻔﻦ ﻫﻤﺮﺍﻩ ﺍﺳﺖ «. ژﺎﻧگ ﺭﺋﻴﺲ ﺷﺮکﺖ چﻴﻨﻲ ﻭ پﺮآﻮﺍﺯﻩ ﺣﺎﻳﺮ ﺧﻮﻳﺶ ﺭﺍ » ﺟک ﻭﻟﺶ « ﺩﻳگﺮﻱ ﻣﻲﻧﺎﻣﺪ ﺗﺎ آﻨﺠﺎ کﻪ ﺑﻪ ﺗﻘﻠﻴﺪ ﺍﺯ کﺘﺎﺏ » ﺭﺍﻩ ﺟﻨﺮﺍﻝ ﺍﻟکﺘﺮﻳک « کﺘﺎﺑﻲ ﻣﻮﺳﻮﻡ ﺑﻪ » ﺭﺍﻩ ﺣﺎﻳﺮ « ﻣﻨﺘﺸﺮ ﻛﺮﺩﻩ ﺍﺳﺖ.

ﺗﺎﺭیﺨچﻪ ﻓﻌﺎﻟیﺖ ﻫﺎی گﺮﻭﻩ ﺻﻨﻌﺘی ﺣﺎیﺮ

¡ 1984 Haier is born out of Qingdao Refrigerator Factory in Qingdao, China, with the appointment of Zhang Ruimin as Director and a new leadership team. Haier brand refrigerators, freezers and home air-conditioners are launched. ¡ 1989 Haier Company Limited is established in Qingdao after the restructuring of the Qingdao Refrigerator Factory. ¡ 1990 Haier exports its first batch of refrigerators to Europe, with Germany as the first destination. ¡ 1991 The Haier Group is formed with the merger of Qingdao General Refrigerator Factory and Qingdao Air Conditioner General Factory.

¡ 1992 Haier receives ISO 9001 certification. ¡ 1993 The Haier Refrigerator Company is listed on the Shanghai Stock Exchange (SHA: 600690). Haier refrigerators and other products enter the Middle East market. ¡ 1995 Haier launches its first microwave oven and top-loading washing machine. Haier completes merger with Qingdao Red-Star Appliance Co. , Ltd. Haier begins exports to the USA, initially in OEM form, and later with Haier branded products. Haier begins overseas expansion with the establishment of a local assembly plant in Southeast Asia.

¡ 1996 Haier launches commercial air-conditioners and front-loading washing machines. Annual production of washing machines reaches 1 million units. ¡ 1997 Haier begins production of color television sets and dish washers. ¡ 1999 Haier lays the foundation stone at its first overseas factory: Haier America Refrigerator Corp. Ltd. in South Carolina, USA. Haier establishes its first overseas industrial complex: Haier (America) Industrial Complex in the USA. ¡ 2000 Zhang Ruimin appointed as CEO. Haier (America) rolls out its first “Made in America” refrigerators in the USA. Haier-CCT Holdings, a joint venture with CCT Telecom Holdings, is established in Qingdao and Hong Kong.

2001 Haier starts production of mobile phones. Haier’s second overseas factory is established in Pakistan. Haier incorporates Ericsson Bluetooth Technology into Haier household appliances. Haier launches “Patriot 1” MPEG-II decoding chip, China’s first chip used for super integrated digital TV circuits. Haier acquires a refrigerator plant in Italy. Haier introduces dual drive washing machine technology. ¡ 2002 Haier products enter the Australian and New Zealand markets. First washing machine rolled off the production line in Pakistan. Haier proposal of safe care water heater technology initiative accepted by the 66 th IEC Conference. Haier establishes trading companies in Malaysia and Thailand. Sanyo-Haier Company, a joint venture between Haier and Japan’s Sanyo, is established in Japan. ¡ 2003 Haier Benfeng brand slim mobile phones launched in Beijing. First “made in Jordan” Haier washing machines rolled out in the Middle East Haier enters the home computer market. ¡

¡ ¡ ¡ 2004 Haier home computers introduced into the French market. Haier Middle East Industrial Complex opened in Jordan. Haier Electronics Middle East Company established in Dubai. Haier’s global revenue exceeds RMB 100 billion (US$12 billion). 2005 Haier dual drive washing machine technology included in the 2006 IEC standard proposal. Haier establishes a wholly owned subsidiary in Australia. Haier introduces ‘e-Home’ products including the first wireless networking digital home solution based on self developed IP technology. The total sales volume of Haier “Patriot IV” and QPSK decoding chips reach over 15 million. Haier Electronics Group Co. , Ltd. is listed on the Main Board of the Stock Exchange of Hong Kong (HKG: 1169). 2006 Haier non-detergent powder washing machine launched in Malaysia.

ﻣﺮﺍﺣﻞ ﺟﻬﺎﻧی ﺷﺪﻥ ﺣﺎیﺮ 1. ﻣﺮﺣﻠﻪ ﺑﺮﻧﺪ ﺳﺎﺯی 2. ﻣﺮﺣﻠﻪ ﺗﻨﻮﻉ 3. ﻣﺮﺣﻠﻪ ﺟﻬﺎﻧی ﺳﺎﺯی 4. ﻣﺮﺣﻠﻪ ﺑﺮﻧﺪ ﺟﻬﺎﻧی ﺳﺎﺯی )ﺍﺯ 6002( )4002( Yang Rongping and Ke. Yinbin

ﺍﺳﺘﺮﺍﺗژیﻫﺎی گﺮﻭﻩ ﺻﻨﻌﺘی ﺣﺎیﺮ ﺩﺭ ﺳﻄﺢ ﻫﻮﻟﺪیﻨگ ﺩﺭ ﺭﺍﺳﺘﺎی ﺟﻬﺎﻧیﺷﺪﻥ

1. ﺍﻟﻒ( ﺑﺎﺯﺍﺭ ﻫﺪﻑ ﺳﺨﺖ ¡ » ﺣﺎﻳﺮ « ﺑﺮ ﺍﻳﻦ ﺑﺎﻭﺭ ﺍﺳﺖ کﻪ ﺑﺎﻳﺴﺘﻲ ﺩﺭ گﺰﻳﻨﺶ ﺑﺎﺯﺍﺭ ﺑﺮﺍﻱ ﻭﺭﻭﺩ ﺑﻪ ﻋﺮﺻﻪ ﺭﻗﺎﺑﺖ ﺟﻬﺎﻧﻲ، ﺍﺯ ﻫﻤﺎﻥ ﺍﺑﺘﺪﺍ، ﺑﺎﺯﺍﺭﻫﺎﻱ ﺳﺨﺖ ﺭﺍ ﻫﺪﻑ ﻗﺮﺍﺭ ﺩﺍﺩ. ¡ ﺑﺎﺯﺍﺭﻫﺎﻱ ﺳﺨﺘﻲ چﻮﻥ ﺑﺎﺯﺍﺭﻫﺎﻱ ﺍﺭﻭپﺎ ﻭ آﻤﺮﻳکﺎ ﺍﺯ ﻭﺳﻌﺖ ﺑﻴﺸﺘﺮﻱ ﺑﺮﺧﻮﺭﺩﺍﺭ ﺑﻮﺩﻩ ﻭ ﻫﻤچﻨﻴﻦ ﺑﺎﺯﺍﺭ ﺩﺍﺧﻠﻲ ﺑﺰﺭگﺘﺮﻳﻦ ﺭﻗﺒﺎﻱ ﺟﻬﺎﻧﻲ ﻫﺴﺘﻨﺪ. ﺍﺯ ﺍﻳﻦ ﻣﻨﻈﺮ ﻧﻔﻮﺫ ﺩﺭ ﺑﺎﺯﺍﺭﻫﺎﻱ ﻧﺮﻡ پﺲ ﺍﺯ ﺭﺳﻮﺥ ﻭ ﺷﻬﺮﺕ ﺩﺭ ﺑﺎﺯﺍﺭﻫﺎﻱ ﺳﺨﺖ ﺑﺎ ﺳﻬﻮﻟﺖ ﺑﻴﺸﺘﺮﻱ ﺻﻮﺭﺕ ﻣﻲ پﺬﻳﺮﺩ. ” “The hard way first” OR “from difficulty to ease

1. ﺏ( ﺍﺳﺘﺮﺍﺗژﻲ گﻮﺷﻪ ﺑﺎﺯﺍﺭ ¡ ﺩﻭ ﺷﺮکﺖ » ﺣﺎﻳﺮ» ﻭ » کﻠﻮﻥ « ) (Kelon ﺑﺮﺍﻱ ﺣﻀﻮﺭ ﺩﺭ ﺑﺎﺯﺍﺭﻫﺎﻱ ﺍﺭﻭپﺎ ﻭ Start with low-end items

1. ﺝ( کﺎﻧﺎﻝ ﺗﻮﺯﻳﻊ آﻤﺮﻳکﺎﻳﻲ ﻭ ﺍﺭﻭپﺎﻳﻲ ¡

1. ﺩ( کﻴﻔﻴﺖ ﻗﺎﺑﻞ ﺍﺗکﺎ ﻭ ﻗﻴﻤﺖ پﺎﻳﻴﻦ ¡ ﺩﺭ ﺍﺑﺘﺪﺍ ﺑﺴﻴﺎﺭﻱ ﺍﺯ ﺷﺮکﺘﻬﺎﻱ چﻴﻨﻲ ﺗﺎﻣﻴﻦ کﻨﻨﺪﻩ کﺎﻻﻫﺎﻱ ﻣﺼﺮﻓﻲ ﺑﺎﺯﺍﺭ ﺑﻮﺩﻧﺪ ﻭ ﺑﺎ ﺍﺗکﺎ ﺑﻪ ﻗﻴﻤﺘﻬﺎﻱ پﺎﻳﻴﻦ ﻭ کﻴﻔﻴﺖ ﻗﺎﺑﻞ ﻗﺒﻮﻝ ﻭﺍﺭﺩ ﺑﺎﺯﺍﺭﻫﺎﻱ ﺑﻴﻦ ﺍﻟﻤﻠﻠﻲ ﺷﺪﻧﺪ. ﺩﺭ چﻴﻦ ﺗﺮکﻴﺐ کﻴﻔﻴﺖ ﻭ ﻗﻴﻤﺖ ﻫﻤچﻨﺎﻥ ﺍﺳﺘﺮﺍﺗژﻲ ﻏﺎﻟﺐ ﻓﺮﻭﺵ ﺑﺴﻴﺎﺭﻱ ﺍﺯ کﺎﻻﻫﺎﻱ ﻣﺼﺮﻓﻲ ﺍﺳﺖ. ¡ ﻫﻢ ﺍکﻨﻮﻥ کﺎﻻﻫﺎﻱ چﻴﻨﻲ ﻋﺮﺿﻪ ﺷﺪﻩ ﺩﺭ ﺑﺎﺯﺍﺭﻫﺎﻱ آﻤﺮﻳکﺎ ﻭ ﺍﺭﻭپﺎ ﺑﺎ ﺍﺳﺘﺎﻧﺪﺍﺭﺩﻫﺎﻱ

2. ﺍﻟﻒ( ﻃﺮﺍﺣﻲ ﻭ ﺗﻮﻟﻴﺪ ﺩﺭ ﻣﺤﻞ ¡ Using local capital and human resources

2. ﺏ( ﺍﺻﻞ ﺳﻪ یک-ﺳﻮﻡ ¡ گﺮﻭﻩ ﺣﺎیﺮ ﺑﺮ ﺍیﻦ ﺑﺎﻭﺭ ﺍﺳﺖ کﻪ یک ﺳﻮﻡ ﺍﺯ ﻣﺤﺼﻮﻻﺕ ﺣﺎیﺮ ﺩﺭ ﻫﻤﺎﻥ کﺸﻮﺭی کﻪ ﺗﻮﻟیﺪ ﻣی ﺷﻮﺩ، ﺑﻪ ﻓﺮﻭﺵ ﻣی ﺭﺳﺪ. ¡ یک ﺳﻮﻡ ﺍﺯ ﻣﺤﺼﻮﻻﺕ ﺗﻮﻟیﺪی ﺣﺎیﺮ ﺩﺭ یک کﺸﻮﺭ، ﺩﺭ کﺸﻮﺭ ﺩیگﺮی ﺑﻪ ﻓﺮﻭﺵ ﻣی ﺭﺳﺪ. ¡ یک ﺳﻮﻡ ﺍﺯ ﻣﺤﺼﻮﻻﺕ ﺣﺎیﺮ ﺩﺭ کﺸﻮﺭی ﻏیﺮ ﺍﺯ کﺸﻮﺭ ﺗﻮﻟیﺪ ﺷﺪﻩ، ﺑﻪ ﻓﺮﻭﺵ ﻣی ﺭﺳﺪ. Three one-third principle

2. ﺝ( ﺳﺮﻋﺖ ﻭ ﺗﻤﺎﻳﺰ ﺩﻭ ﺭﻭﻳﻜﺮﺩ ﺍﺭﺯﺵ آﻔﺮﻳﻨﻲ ﻣﺘﻔﺎﻭﺕ ¡ » ﺣﺎﻳﺮ « ﺍﻓﺮﺍﺩ ﺗﺤﻘﻴﻖ ﻭ ﺗﻮﺳﻌﻪ ﺭﺍ ﺑﻪ ﺍﻳﺎﻻﺕ ﻣﺘﺤﺪﻩ ﻣﻲ ﻓﺮﺳﺘﺪ ﺗﺎ ﻣﺴﺘﻘﻴﻤﺎ ﺑﺎ ﻣﺸﺘﺮﻳﺎﻥ ﻳﺎ ﺣﺘﻲ ﻋﻮﺍﻣﻞ ﻓﺮﻭﺵ ﺩﺭ ﻓﺮﻭﺷگﺎﻫﻬﺎﻱ ﺯﻧﺠﻴﺮﻩ ﺍﻱ ﺑﺮﺍﻱ ﻳﺎﻓﺘﻦ ﻧﻴﺎﺯﻫﺎﻱ ﻣﺸﺨﺺ آﻨﺎﻥ ﺑﻪ گﻔﺘگﻮ ﺑپﺮﺩﺍﺯﻧﺪ. » ﺣﺎﻳﺮ « ﺩﺭ چﻴﻦ ﻭ ﺧﺎﺭﺝ آﻦ ﻣﻮﻓﻖ ﺑﻮﺩﻩ ﺎﺳﺖ چﺮﺍ ﻛﻪ ﺑﺮ ﺑﺮآﻮﺭﺩﻩ ﻛﺮﺩﻥ ﻧﻴﺎﺯﻫﺎﻱ ﻣﺸﺘﺮﻳﺎﻥ ﻭ ﺍﺭﺯﺵ آﻔﺮﻳﻨﻲ ﺑﺮﺍﻱ آﻨﺎﻥ ﻣﺘﻤﺮﻛﺰ ﺷﺪﻩ ﺎﺳﺖ. ¡ Wining over cosumers : speed and differentiation

2. ﺩ( ﺗﺒﻠﻴﻐﺎﺕ ﺩﺭ ﻣﻘﻴﺎﺱ ﺟﻬﺎﻧﻲ ¡

3. ﺍﻟﻒ( ﻧﻮآﻮﺭﻱ ﻫﺎﻱ ﺗﻜﻨﻮﻟﻮژﻴﻚ ¡ ¡ ¡ چﻴﻨﻲ ﻫﺎ ﺑﺎ ﺳﻪ ﻣﻮﺿﻮﻉ ﺍﺳﺘﺮﺍﺗژﻴک ﺩﺭﺑﺎﺭﻩ ﻣﺤﺼﻮﻝ ﻣﻮﺍﺟﻬﻨﺪ. کﻴﻔﻴﺖ، ﺗﺨﺼﺺ ﻳﺎﻓﺘﻦ ﺩﺭ ﻣﺤﺼﻮﻝ ﻭ ﻧﻮآﻮﺭﻱ. ﺑﻬﺒﻮﺩ کﻴﻔﻴﺖ ﻣﻲ ﺗﻮﺍﻧﺪ چﻴﻦ ﺭﺍ ﺩﺭ ﺑﺎﺯﺍﺭﻫﺎ ﺑﺮﺍﻱ کﺎﻻﻫﺎﻱ ﺍﺳﺘﺎﻧﺪﺍﺭﺩ چﻮﻥ ﻳﺨچﺎﻝ،گﻮﺷﻲ ﻫﺎﻱ ﺗﻠﻔﻦ ﻫﻤﺮﺍﻩ ﻭ ﺗﻠﻮﻳﺰﻳﻮﻥ ﻫﺎ ﺭﻗﺎﺑﺖ پﺬﻳﺮ ﺳﺎﺯﺩ. ﻣﺘﺨﺼﺺ ﺷﺪﻥ ﺩﺭ ﻣﺤﺼﻮﻝ ﻣﻲ ﺗﻮﺍﻧﺪ چﻴﻦ ﺭﺍ ﺑﺎ ﻋﻤﻠکﺮﺩ ﺑﻬﺘﺮﻱ ﺍﺯ ﺟﻨﺒﻪ ﻗﻴﻤﺘﻬﺎ ﻭ ﺣﺎﺷﻴﻪ ﺳﻮﺩ ﻣﻮﺍﺟﻪ ﺳﺎﺯﺩ. گﺎﻡ ﺳﻮﻡ ﻧﻮآﻮﺭﻱ ﻳﻌﻨﻲ » ﺍﺧﺘﺮﺍﻉ ﺷﺪﻩ ﺩﺭ چﻴﻦ « ﺑﻪ ﺟﺎﻱ » ﺳﺎﺧﺖ چﻴﻦ « ﺑﺎﻋﺚ ﺗﺴﻠﻂ ﺑﺮ ﺑﺎﺯﺍﺭﻫﺎ ﻣﻲ ﺷﻮﺩ. » ﺣﺎﻳﺮ « چﻬﺎﺭ ﺩﺭﺻﺪ ﺍﺯ ﺩﺭآﻤﺪ ﺭﺍ ﺻﺮﻑ ﺗﺤﻘﻴﻖ ﻛﺮﺩﻩ ﻭ ﺗﻴﻢ ﻫﺎﻱ ﻣﺤﻠﻲ ﺗﻮﺳﻌﻪ ﻣﺤﺼﻮﻝ ﺭﺍ ﺩﺭ ﺗﻮکﻴﻮ ﻭ ﺍﻳﺎﻻﺕ ﻣﺘﺤﺪﻩ ﺑﺮﺍﻱ ﺍﻳﺠﺎﺩ ﺗﻤﺎﻳﺰ ﺩﺭ ﺧﻄﻮﻁ ﺗﻮﻟﻴﺪ ﻭ ﺣﺮکﺖ ﺑﻪ ﺳﻮﻱ ﺟﺎﻳگﺎﻩ ﺑﺎﻻﺗﺮ ﺩﺭ ﺑﺎﺯﺍﺭ ﺍﻳﺠﺎﺩ ﻛﺮﺩﻩ ﺎﺳﺖ.

3. ﺏ( گﺴﺘﺮﺵ ﻃﻴﻒ ﻣﺤﺼﻮﻻﺕ ¡ » ﺣﺎﻳﺮ « ﺍﻛﻨﻮﻥ ﻣﺤﺼﻮﻻﺕ ﻣﺘﻌﺪﺩﻱ ﻫﻤچﻮﻥ ﻳﺨچﺎﻟﻬﺎﻱ ﺑﺰﺭگ،ﺗﻬﻮﻳﻪ ﻫﻮﺍ ﻭ ﻣﺎﺷﻴﻦ ﻫﺎﻱ Related and unrelated diversification

ﻣﻨﺎﺑﻊ ¡ www. haier. com ¡ The strategy for chinese brands, part 1, 2005, www. interbrand. com ¡ OEC management control system, Thomas w. Lin, 2005. ¡ Corporate strategies of chinese multinationals, Jin Zhanming. ¡ Internationalization and technological catching up of emerging multinationals : a case study of china’s haier group, Geert Duysters, 2008.

ﻣﻮﻓﻖ ﺑﺎﺷیﺪ.