Abstract:With economic development, especially the advent of a globalized economy, the market has changed dramatically. In a step-by-step development it’s also aware of the importance of brand, and brand is the important direction for future development of Chinese enterprises,.Enterprises brand can help them better focus its resources: personnel, financing capabilities, widening the market. It can better in foreign trade add independent value, not just a simple process, but another new attitude into the foreign markets, not only to increase the influence, but also to create  more additional values

　　　　In this study we first trace the history, the definition, the nature and the role of brand. And then we try to analyze the success of Haier to find out the strategy that shape Haier success in this last ten years. Finally we discuss the strategy and summarize all the strategy we have found. 

Key Words: brand; enterprise direction; strategy; Haier

摘要:随着经济的发展，特别是全球化经济的来临，市场发生了极大的改变，企业在逐步的发展中也意识到了品牌的重要性，品牌化是中国企业在未来发展中的重要方向，企业的品牌能帮助企业更好的集中资源：人才，融资能力，扩宽市场。同时在对外贸易中能更好的增加自主的价值，不只是单纯的加工，而是以另一种全新的姿态走入外国市场，这样不仅能够加大企业的影响力，也能更多的创造出附加的价值.

　　　　在这次研究里，我们将追溯商标的历史，理解其定义，确立其性质，挖掘其作用。其次对海尔的成功之道进行分析，理清改革开放几十年来，海尔是如何塑造其自身品牌的。

关键词：品牌；企业方向；战略；海尔