海尔 文档.docx
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海尔 文档.docx
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海尔文档
IntroductiontotheHaierGroup
HaieristheleadingbrandofwhitegoodsgloballyandthemostvaluablebrandinChina.Withits29manufacturingplants,8comprehensiveR&Dcenters,19overseastradingcompaniesacrosstheworldandmorethan60,000globalemployees,Haierhasinvolvedintoagiantmultinationalcorporation.
GuidedbythefamousbrandstrategydeterminedbyCEOZhangRuimin,Haierhasadoptedseveralstrategiesduringdifferentstages,namelyBrandStrategy,DiversificationStrategyandInternationalizationStrategy.Attheendof2005,Haiercametoits4thstrategicstageofglobalbrandbuilding.Thanksto25yearsofconsistentefforts,itsreputationthroughouttheworldhasbeenheightenedsignificantly.In2009,thebrandvalueofHaieramountedtoRMB80.3billion.Since2002,HaierhastoppedtheMostValuableBrandlistforsevenconsecutiveyears.NineteenproductsofHaier,includingrefrigerator,airconditioner,washingmachine,television,waterheater,computer,mobilephoneandhomeappliancesintegration,havebeenawardedasChineseFamousBrandproducts.HaierrefrigeratorandwashingmachineareamongthefirstgroupofChineseWorldFamousBrandproductsawardedbytheGeneralAdministrationofQualitySupervision,InspectionandQuarantineoftheP.R.C.
InMarch2008,Haierwasselectedasoneofthe"China'sTop10GlobalBrands"byFinancialTimesforthesecondtime.InJune2008,Haierranked13thand1stamongChinesecompaniesonthelistoftheworld's"600MostReputableCompanies",releasedbyForbes.InJuly2008,HaierrankedfirstintermsofoverallleadershipamongChinesemainlandcompaniesintheWallStreetJournalAsia'sannualsurveyof"Asia's200MostAdmiredCompanies"forthefifthtime.Haierhasbecomeaninternationalbrand,anditsprestigeisrisingfastwithitsexpansionintotheinternationalmarket.
AccordingtothelatestdatareleasedbyEuromonitor,withamarketshareupto5.1percent,HaierranksfirstamongthebrandsofwhitegoodsallovertheworldintermofmarketshareanditwasthefirsttimeforaChinesecompanytobethenumberonebrandinwhitegoodsindustry.Atthesametime,themarketshareofHaierrefrigeratorandwashingmachineis10.4percentand8.4percentrespectively,bothrankingfirstintheindustry.Moreover,Haierleadstheworldinintelligenthomeappliancesintegration,networkhouseholdappliances,digitization,largescaleintegratedcircuitandnewmaterials."Innovationdriven"Haierhasbeencommittedtoprovidingeffectivesolutionstoglobalconsumersandachievingawin-winoutcomewiththem.
Uptotheendof2009,Haierhadappliedfor9738patents,2799ofwhichwereinventionpatents,rankingfirstamongChineseapplianceenterprises.Justin2009,Haierappliedfor943patents,538inventionpatentsincluded,whichmeanstwoinventionpatentswereappliedforeachbusinessdayonaverage.Onthebaseofitsindependentintellectualproperty,Haierhasparticipatedinthesettingof23internationalstandards,and7patentsoftheminvolvingpowder-freewashtechnologyandtechnologyofanti-electricwallhavebeenissuedandimplemented,whichindicatesindependentinnovationofHaierhaswoninternationalrecognitioninstandardsfield.Haierhasleadedortakenpartinthepreparingandrevisingofatotalof232nationalstandards,188ofwhichhavebeenissuedand10awardedtheChinaStandardsInnovation&ContributionAward;moreover,Haierhasparticipatedinthepreparingof447industrystandardsandotherstandards.Haieristheappliancecompanymostinvolvedinraisinginternational,nationalandindustrystandards.
HaieristheonlyChineseenterprisetobeamemberofmanagementdecision-makingteamofInternationalElectro-technicalCommission(IEC)andwasselectedtobethefirst"Practicebaseforstandardinnovation"globallybyIECinJune,2009.
Ininnovationpractice,Haier'sexplorationandimplementationofOverallEveryControlandClearmanagementmodecharacterizedbycompletingtheworkoftodaytoharvesttoday'ssuccess,marketchainmanagementandindividual-ordercombinationdevelopmentpatternhasattractedhighattentionfrominternationalmanagementfield.Uptonow,commercialcollegesofHarvardUniversity,UniversityofSouthCalifornia,InternationalInstituteforManagementDevelopment(IMD),EuropeanBusinessCollegeandKobeUniversityhaveconductedcasestudiesonabovementionedaspects.Nearly30managementcasesofHaierhavebeenincludedintotheircaselibrariesby12universitiesintheworld,withcaseof"Haierculturetoactivatethefishinshock"includedintocaselibraryofcommercialcollegeofHarvardUniversityand"marketchain"managementcaseincludedintoEUcaselibrary.
Enteringintothefifth-yearinimplementingitsglobalbrandbuildingstrategy,Haier,in2010,willcontinuetopromoteitsenterprisespiritof"creatingresourcesandwinningglobalreputation"andworkstyleof"individual-ordercombination,quickdecision-making",andtofurtherpromoteinformationprocessrecreation.Asanindependentoperationentityofindividual-ordercombination,Haierwillstrivetobuildasystemtomeetthedynamicneedsoftheuserthroughbusinessmodelinnovationof"Just-in-timemodelwithzeroinventory"basedonthecombinationofvirtualandactualnetworkandconsistentlyconductinnovationsforthebenefitsofuserstocreateaworldfamousbrandownedbyChinese.
∙Products
∙ProductsSearch
china
∙China
∙Japan
∙Korea
∙MiddleEast
∙Pakistan
∙Israel
∙HaierEurope
∙ItalyAirconditioner
∙Russia
∙SpainAirconditioner
∙Poland
∙PortugalAir
Conditioner
∙HaierCroatia
∙Australia
∙New Zealand
∙America
ProductsList
∙AirConditioner
∙MicrowaveOven
∙FrontLoadWasher
∙TopLoadWasher
∙CommercialAirConditioner
∙DishWasher
∙Refrigerator
∙TV
∙Computer
∙Mobile
∙Freezer
∙DVDplayer
∙WaterHeater
∙SolarWaterHeater
Reputationismoreimportantthansalesvolume
Qualityistheessenceofaproduct,soasreputationtoabusiness.Aproductshouldbedeemedasacceptableonlywhenitsatisfiesthecustomerverywell.Thepointofmarketingisbuyingratherthanselling,thatis,securingcustomerloyaltybybuildinggoodreputationintheprocessofselling.
Theconstantruleofmarketisconstantchange
Accordingly,weneedtoadaptourstrategytotheconstantlychangingmarketfromtimetotime.
Shooting“flyingtargets”
In1950s’,Americabusinessmenusedthetacticsofshooting“fixedtargets”totargetcertainmarketsinthewayofmassproduction,costreductionandefficiencyenhancement;
In1960s’,Japanrose.Byshooting“movingtargets”,i.e.segments,tocreatenewprofitableopportunitiesanddominatedthemarket;
Inthisinformationera,competitionisthroat-cutting.Wehavenochoicebuttoshoot“flyingtargets”,thatis,weneedtoadapttotheeverchangingmarkettogaintheinitiative.
Buildgoodimpression
Tobuildgoodimpressionistobefullydevotedtowork,sparenoeffortstosatisfiedpersonalizedneedsandcareforworkandcustomer.AsconcludedbyanexpertfromRand,afamedconsultancy,Haierinitscourseofinternationalizationwillcertainlyinitiateabrightfuturewithanimpressive,cohesiveandinnovativebrandimage.
Customerisalwaysright
In1995,Haierputforththeconceptof“StarService”basedontheprinciplethatcustomerisalwaysright.Ourbusinessreliesoncustomersforsuccess.Thebusinessissuccessfulonlywhenthecustomersaresatisfiedthat.
Challengeisthedriveofinnovation
Tocreateamarketmeanstodiscoverpotentialprofitableopportunitieswhilecoveringamarketshareaslargeaspossibleintheexistingmarket.Asuccessfulbusinessistheonethatisgoodatmaking“newcakes”andsetthetrendofconsumermarket
Buildgoodreputation
Tobuildgoodreputationistokeepacloseeyeonchangesandtakeproactiveactionstosatisfycustomerneedsandexceedcustomerexpectations.
Neversay"No"tothemarket
Hereit’snotaspecificmarket,butamarketinabroadsense.Whetherpeoplearefromassemblylineormarketingdepartment,orevenfromservicecenterorsecurity,ajobisamarket.Youshouldneversay“No”tothemarketbutsatisfyallyourcustomers
Acomplaintlodgedbycustomeristhemostpreciousgift
Whatacustomeriscomplainingaboutiswhatneedstobeimproved.Onlywhenthesecomplaintsareproperlyhandledisthebusinessbenefited.
Itiscomfortratherthanproductthatthecustomerisinterestedin.
Whenmakingabuyingdecision,thecustomerisfocusingonconvenienceandcomfortcomingwiththeproduct.Whenhis/herexpectationcan’tbesatisfied,complaintsareunavoidable.Acomplaintlodgedbycustomeristhemostpreciousgift.
Onlywhenthesecomplaintsareproperlyhandledisthebusinessbenefited.Inalimitedsense,theassetsofabusinessarecomposedofitsbuildings,equipmentandfunds.However,inabroadsense,thepermanentpropertyofabusinessiscustomerloyalty.Themoreloyalcustomersyouhave,thegreatertheassets.Otherwise,assetswillturnintoliabilitiesandthebusinesswillgoinsolvent.
Inthisinformationera,customersarelikelytoshift.Customerretentionisabouthowtounderstandandsatisfypersonalizedneeds.Forthispurposeaworkenvironmentfacilitatinginnovationsshouldbemaintainedcorporate-wide.Employeeloyaltywillinturnbringaboutcustomerloyaltyrequiredforsustainablegrowthandcontributiontothecommunity.
Theaimofourworkisyoursatisfaction
AtHaier,atechnicallyacceptableproductisnotnecessarilyaqualifiedproduct.Onlyproductsofcustomersatisfactionarequalified.Productsfailtomeet
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