该【【品牌战略】老麦帮三星对海尔的分析 】是由【小屁孩】上传分享,文档一共【27】页,该文档可以免费在线阅读,需要了解更多关于【【品牌战略】老麦帮三星对海尔的分析 】的内容,可以使用淘豆网的站内搜索功能,选择自己适合的文档,以下文字是截取该文章内的部分文字,如需要获得完整电子版,请下载此文档到您的设备,方便您编辑和打印。petitorAssessment–HaierSamsungElectronicsChina(hina)August,,quoted,;-,advertisingandpromotionDistribution(channelandsalesforce)-,advertisingandpromotionDistribution(channelandsalesforce)-HaierBACKGROUNDINFORMATIONSource: Annualreport;analystreports;website;YuegangInformationDailyLocation:QingdaoStartingyear:1984IPOdate:ListedrefrigeratorbusinessinNovember,1993Brandvalue(2000):~RMB30billionMarketshare:Refrigerator:31%;Washingmachine:29%;AirConditioner:20%;Microwave:2%Numberofemployees:30,000Equitystructure:KeyshareholdersPercentageHaierGroupHaierElectronicInternationalCo,.%%SalesRevenue(2000):-HaierHAIER'sDEVELOPMENTWENTTHROUGHTHREESTAGESSource: Haier'swebsite,literaturesearchBrandingDiversificationandexpansionGlobalization1984-19911992-19981998-KeyinitiativeBuiltastrongbrandnameinrefrigeratorsthroughawelldeve-lopedTQCsystemDiversifiedtheproductportfolioto"-pany'seggsinonebasket"throughmer-gersandacquisitionsTobuildaninternationalbrandnameefortune500KeyresultsWonthefirstprizein"themostfavoritelightindustryproductsrefrigerators”5yearsinarowWonthestateprizeforqualitymanagementPresentedwiththecustomersatisfactioncupbyChina'scustomersatisfactionmovementcongressAcquired14enterprisesunderthe"eatingdormantfish"'sbrandandintroducingHaier'sOECmanagementExpandedproductportfoliofrom1producttoover9,000productsin42categoriesSoldproductstoover160countriesandregionsandestablishedmorethan38,000salesoutletsacrosstheworld4Samsung010620BJ-HaierHaier'sbrandvaluein2000:~RMB30billionHAIER'sBRANDBECAMETREMENDOUSINTANGIBLEASSETSource: Literaturesearch,websiteExamplesofHaier'essfulinvestmentwithitsbrandpanyandchangeditswashingmachine'sbrandinto"Haier".WiththehelpofOECmanagement,-HaierSource: WebsiteKitchenappliancesRefrigeratorFreezerMicrowaveGasrangeSmallappliancesElectricironVacuumcleanerVentilatingappliancesAirconditionerRangehoodAirpurifierCleaningappliancesWashingmachineElectricwaterheaterHAIEROFFERSBROADRANGEOFPRODUCTSHaier'skeyproductofferingsMobilehandsetmunicationsBrowngoodsColorTVVCDTelephonePCPDAIT6Samsung010620BJ-HaierESSFULLYEXPANDEDINTOGLOBALMARKETSource: Annualreportwork62distributorsandaround38,000outletsacrosstheworldSetupproductionfacilitiesoverseasSetupplantsinIndonesia,Philippines,Malaysia,EastEurope,US1999exportsRefrigerator:568,000unitsAirconditioner:200,000unitsWashingmachine:190,000unitsRefrigeratormarketshareinUS(2000)<124L:%183-266L:%7Samsung010620BJ-,advertisingandpromotionDistribution(channelandsalesforce)-HaierHAIER'sSTRATEGICFOCUSIN2001Source: Haier'sannualreport"Valuewar"insteadof"pricewar"FocusonimprovingtechnicalcontentsinproductsProduce"individualized"productspetitiveadvantagepetitiveadvantageinquality,costandleadtimethrough"OEC"managementProductdevelopmentDevelopproductsthataretailoredfordifferentcountriesandregionsworkrefrigeratorsImproveproductioncapabilityforspecialrefrigeratorsHumanresourceProviderigoroustrainingstoemployeesanddevelopthemintoindustryexpertsandmanagementexpertsServiceworktoensurestrongreputationofbeingaserviceleader9Samsung010620BJ-Haier
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