中国家电产业在互联网时代的转型创新—海尔集团的网络化战略研究

随着互联网的发展，企业的竞争正逐渐从传统市场转向网络空间市场，给家电产业的发展带来深刻的影响和严峻的挑战。另外，家电下乡等优惠政策使市场趋于饱和,所以家电企业迫切需要通过转型寻找新的突破口。根据世界权威调查机构欧睿国际发布的2014年全球大型家用电器调查数据：2014年海尔大型家用电器的零售量占全球10.2%，位于全球第一。这是海尔大型家电零售量第六次居全球第一，并首次超过两位数。而海尔2014年总营业收入达2007亿元，成为首位年总营业收入突破2000亿元的中国家电企业。其中，海尔集团线上交易额为548亿元，同比增长率为2391%。很多经济学家认为，海尔之所以能取得如此好的成绩是得益于集团的互联网转型。所以，海尔集团是中国家电产业的学习如何在互联网时代通过转型成功地发展的一个很好的例子。
在学习相关网络营销理论和策略的基础上，本文分析海尔集团在互联网转型中的三大创新：在商业模式，海尔提出“人单合一双赢模式”；在组织结构，海尔调整传统组织，变成一个平台；在生产方式上，海尔建立互联网工厂，正在从大规模制造转变为大规模定制。经过分析海尔这些创新，本文提出中国家电产业在互联网时代转型必须要以用户为中心，建立与用户交互的机制或者平台，同时生产上要创新，结合互联网技术。

关键词：海尔集团，网络战略，创新, 转型
ABSTRACT
With the rapid development of Internet in the whole world, business is evolving from traditional market to networking market, exerting profound influences on the development of household appliances industry. Besides, the market is saturating due to the end of the preferential policies, such as providing subsidies for rural residents who purchase home appliances. As a result, it is urgent for household appliances industry to transform to make profit. According to the 2014 worldwide large household appliances survey of Euromonitor International, the world's authoritative market research agency, the sales of Haier large household appliances amount to 10.2%, being the first in the global market. It is the sixth time that Haier has won the championship. More importantly, its sales exceed double digit for the first time. And the total revenues of Haier in 2014 are 200.7 billion Yuan, becoming the first Chinese household appliances whose revenues exceed 200 billion Yuan. Its online transactions reach 54.8 billion Yuan, with 2391percent of year-on-year growth rate. Many economists attribute the remarkable achievement to its transformation. Therefore, Haier group is an excellent example of Chinese household appliances enterprises to learn how to prosper in the Internet era by transformation.
After studying internet marketing theories and strategies, this study analyzes three innovations of Haier Group on transformation in the Internet era. Specifically, it introduces the “Win-Win Model of Individual-Goal Combination”, turns the original closed company into an open ecosystem, and establishes interconnection factories to make mass customization possible. And the study puts forward that it is advisable for Chinese household appliances industry to prioritize the requirements of customers when transforming in the Internet age by establishing the mechanism of network marketing or a platform that enables employees to integrate with customers and innovating manufacturing combining with Internet technology.

Key words: Haier group, network strategy, innovation, transformation

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】