海尔智家全球化战略动因及效应研究  

Research on the Motivation and Effect of Haier’s Globalization Strategy

作　　者：李文新 周亚琦 LI Wenxin;ZHOU Yaqi(School of Economics and Management,Hubei University of Technology Wuhan,Hubei 430068)

机构地区：[1]湖北工业大学经济与管理学院,湖北武汉430068

出　　处：《中国商论》2022年第24期158-161,共4页China Journal of Commerce

摘　　要：在国内家电行业竞争日益激烈的背景下,为了扩大品牌影响力与发展空间,同时也为满足消费者需求多样化,海尔智家先后实施了国际化战略和全球化品牌战略,初步形成全球七大品牌矩阵。本文选取海尔智家2015—2021年财务非财务数据,从市场效应和财务效应两方面分析全球化战略对海尔智家的影响。研究结果表明,海尔智家通过内生品牌建设和外延并购拓展完善了全球化布局,扩大了品牌集群,提升了全球营业收入,但前期资金投入过大提高了海尔智家的偿债风险。本文最后通过总结海尔智家的战略实施经验为我国家电企业提供两点启示。In the context of increasingly fierce competition in the China’s appliance industry,in order to expand the brand influence and development space,and also to meet the diversification of consumer demand,Haier has successively implemented the internationalization strategy and globalization brand strategy,and initially formed a global sevenbrand matrix.This paper selects the financial and non-financial data of Haier from 2015-2021 to analyze the impact of globalization strategy on Haier in terms of both market effect and financial effect.The results of the study show that Haier has improved its globalization layout,expanded its brand clusters and boosted its global operating income through endogenous brand building and outward M&A expansion,but the excessive initial capital investment has raised Haier’s debt risk.This paper concludes by summarizing Haier’s strategy implementation experience to provide two insights for Chinese domestic appliance enterprises.

关 键 词：全球化战略 海外布局 市场效应 财务效应 海尔智家 

分 类 号：F279.23[经济管理—企业管理]