A Successful Design Strategy of Haier Washing Machines in the Chinese Market

하이얼 세탁기의 중국 시장에서의 가치혁신 성공에 관한 사례 연구

  • Received : 2013.11.29
  • Accepted : 2014.01.07
  • Published : 2014.03.28


according to rapid development in current industrial technologies, technology alone is no longer the only competitive factor among the manufacture companies. The value of innovation in product design has increased important attention to more consumers. This paper demonstrates the methodology of design strategy through the case studies of successful washing machine manufacturers on the China's Market. By the so called 4PS comparison of Haier washing machines with those of Siemens and Little Swan, this paper shows the difference of Haier's design strategy with other competitors, and offers a methodology of systematically analyzing strategic design and successfully develops a framework of design strategy.


Design Strategy Innovation;Value Innovation


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