海尔集团作为国内的符号企业之一,一直是各种媒体炒作的焦点。综合分析各方面的炒作以及研究情况,可分为两类:2002年7月份以前,基本上以正面宣传为主,之后从各个角度进行批判的文章开始多起来。正面宣传主要集中于海尔企业文化、品牌战略,业务流程重组、人力资源、营销体系等。目前批判的主要在于多元化、海外建厂、企业文化等方面。本文作者曾任职 Haier Group as one of the symbol of domestic enterprises, has been the focus of various media hype. Comprehensive analysis of all aspects of speculation and research, can be divided into two categories: before July 2002, basically positive publicity, and then began to criticize articles from all angles more. Positive publicity focused on Haier corporate culture, brand strategy, business process reengineering, human resources, marketing system. At present, the main criticism lies in diversification, overseas construction, and corporate culture. The author of this post has served