This article attempts from our country brand appearance question and the present situation， Haier appliance to our country enterpriseundefineds influence， and Haier how to implement the brand strategy? What are the successful experiences in the implementation process? What are the problems? Taking the brand strategy of Haier household appliances as an example， this paper analyzes the advantages of the implementation of brand strategy in Chinaundefineds household appliances enterprises and the current situation and significance of the implementation of brand strategy in Chinaundefineds enterprises. In order to improve the quality， high reputation， build a good brand image， seek sustainable competitive advantage and other aspects of research， the lack of brand in our country， serious loss of domestic brands， weak brand competitiveness， we need to strengthen the awareness of brand protection. Strengthen the development of human resources and so on to Chinese household appliances and Haier home appliances brand Haier Group brand strategy statement， using case analysis and comparative analysis method put forward to strengthen the awareness of brand protection， expand the scale of brand economy， Strengthen the brand awareness， vigorously publicize the core value and technological innovation of the enterprise.
Key words: Haier； brand； brand strategy； innovation； home appliance enterprises
