品牌的国际竞争力是一国产业国际竞争力的综合体现,也是民族素质和国家经济实力的综合象征。在激烈的市场竞争中,名牌战略对于企业的生存与发展有着至关重要的意义。文章介绍了海尔是如何塑造其品牌形象,提高产品质量,打造优质服务,以及如何进行品牌延伸并进军国际市场等方面的内容,海尔的名牌战略贯穿了企业的整个发展历程,海尔属于家电行业内企业,其名牌战略给家电行业带来很多启示。 The international competitiveness of a brand is a comprehensive manifestation of the international competitiveness of a country’s industry. It is also a comprehensive symbol of national quality and national economic strength. In the fierce market competition, brand strategy for the survival and development of enterprises is of crucial significance. The article describes how Haier shape its brand image, improve product quality, create quality service, and how to brand extension and enter the international market and other aspects, Haier’s brand strategy runs through the entire development process of the enterprise, Haier belongs to the appliance industry Enterprises, their brand name strategy to bring a lot of inspiration for the appliance industry.