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首页 英国倍科最后一个骑士(The last Knight of the English family…

英国倍科最后一个骑士(The last Knight of the English family).doc

英国倍科最后一个骑士(The last Knight of t…

可以平凡唯独不可平庸
2018-04-04 0人阅读 举报 0 0 0 暂无简介

简介:本文档为《英国倍科最后一个骑士(The last Knight of the English family)doc》,可适用于社会民生领域

英国倍科最后一个骑士(ThelastKnightoftheEnglishfamily)英国倍科最后一个骑士(ThelastKnightoftheEnglishfamily)SubjectsinGreatBritain(UK):China'shomeappliancebusinessmodelhasbeeninthe"lowpricemodel"and"premiummodel"ofthetwoprofitmodelsinthegameandstaggeredchoice"Lowpricemode"meanstoincreasemarketsharethroughlowpricepower,obtainmarketingscaleandproducebenefit,andenlargethescaleofmarketingtoobtainmoremarginaleffectIntraditionalindustries,themarketshareleaderhasadoptedthestrategyofexpandingmarketsharetoimproveitsprofitmargins,marketshareandprofitsIntheChinesemarket,withthewashingmachinesalesasanexample,eachincreaseofofthemarketshare,millionthousandunitswillbeabletoincreasesalesButwiththelowpriceprofitmodeltodrivemarketenterprisesandnotduetoenhancemarketshareandachievesynchronization,becausemanyenterpriseswithsalesbelowthiscategorybenchmarkpriceoforevenofthepricewillbeevenlowerTherefore,thelowpriceprofitmodeltodrivethemarketforenterpriseslargescale,butverylittleprofit"Premiummode"referstotheenterprise'sprofitorientedprofitmodelEnterprisesthroughavarietyofbrandmanagementtoobtainalargerpremium,tosupportenterprisebrandinnovation,technologicalinnovation,redrivemarketing,andformavirtuouscircleItisunderstandablethatthetwoprofitmodelsrepresenttwovaluesButChina,astheworld'slargesthomeapplianceindustry,thewholenation'senterpriseshavechosenlowcostprofitmodel,whichisahugelossofvalueBecauseofthelowprofitmodelinthespecificperiodofChinesemanufacturingindustrylinkswiththeworldtrackcanwork,buttobecometheworld'slargesthomeappliancefactoryinChineseapplianceenterprises,Chineseapplianceenterprisesstillrelyontheparasiticin"hebrand"tosurvive,onlyfewprocessingfees,Chineseenterpriseshavetoriskofmaterialloss,greatthedischargeofpollution,laborcostsincreased,exchangerate,lowprofitmodelisverydifficulttogiveChinesehouseholdelectricalapplianceenterprisestobringthegospelMostChinesehouseholdelectricalapplianceenterpriseslackbrandinvestmentfromtheglobalperspectiveInEurope'smajorconsumermarketsandcommercialareas,itishardlypossibletoseeadvertisementsforChina'shomeappliancebrandsThetotaloutputvalueofChinaapplianceisnotlow,butmostChinahouseholdappliancesenterpriseprofitisverylow,fromtheoverallpatternofhomeappliances,brandvalueandmanufacturingscaleChineseapplianceisnotproportionalto,thisisbecausetheoverallbusinessmodelChinaapplianceislowmode,mostChinesehomeapplianceenterpriserelyonpricetosurvive,manufacturingproductsalargenumberoflowaddedvalueButbecausetheprofitislow,thelackofprofitoftechnologicalinnovationandthebrandinvestment,withtheeuroiscalculatedtodobrandadvertisinginEurope,isusedtodobrandadvertisingdollarsinNorthAmerica,theexchangeratedifferenceduetoChinesehouseholdelectricalapplianceenterprisesintheinternationalmarkettodobrandadvertisingisexpensive,thepowerofcapitaltoChineseapplianceenterprisesbrandinvestmentthisisthekeyreasonthatcausesproblems,ChinesehouseholdelectricalapplianceenterprisesintheinternationalizationlevelofbrandcompetitivenessispoorAlotofexcellentbrandChinaapplianceindustryhasbeentryingtochangethelowprofitmodel,suchasHaier,GREE,FOTILEelectrickitchen,smallappliancesEmmettandAupuHaierintheChineseapplianceindustryfirmlytakethebrandvalueofHaierbrand,willbecomethefirstbrandChineseapplianceindustry,Haierrefrigerator,Haierwashingmachine,HaierelectricwaterheaterhasbeenaleaderinthethreemajorcategoriesofchoiceItisespeciallyvaluableinthefaceofHaierapplianceindustryChinaotherlowpricedbrandpriceaftertheattack,andnolargescalecutback,butanotherwaytobuildakindofluxuryhomeappliancebrandscasarte",although"casarte"hasnoseatsintheworldoccupytoolargeappliancesstage,butaChinaenterpriseHaierthroughthe"highendcasarte"brandtoconveythecouragetocreatevaluebusinessideas,itisworthlearningChineseenterpriseGREEisaprofessionalbrandvalueofairconditioningplushighqualitymanufacturingtoobtainahigherpremiumprofitmodel,sothatGREEairconditioninghasbecomeChina'sfirstprofessionalbrandairconditioningFOTILEisthefirstqualitykitchenappliances,plusthefirsthighendbrand,accesstohigherpremiumprofitmodelEmmettinsmallappliancesgoisaboutiquemanufacturinggetahigherpremiumprofitmodelAupuinsmallappliances,isastrongprofessionalbrand,plusboutiquemanufacturing,apremiumprofitmodelButinChina'shouseholdelectricalapplianceindustry,thedeeprootedlowprofitmodelisdifficulttotransformtheentireChinesehouseholdelectricalapplianceindustryBecausemanyChinesehouseholdapplianceindustrybigbrands,inthemarketing,usedtouselowcostprofitmodeltoimplementpremiummodeenterpriseattack,thuseasiertorobtheimplementationofpremiummodeenterprisemarketshareEvenforsomeinternationalbrands,thepracticeofadoptingalowprofitmodelinChinawillnotrejecttheshorttermmarketshareThisisaElectroluxEuropeanappliancebrands,highendpositioning,butalsotoChineseafterusinglowcostoperatingprofitmodel,eventuallyleadingtobrandmishapARISTONisEurope'swaterheaterprofessionalbrand,enterChinawhenthepremiumisveryhigh,andlateralsouselowprofitmodeltorobthemarketshare,andeventuallyfromthefirstslidetothirdTheWhirlpoolbrandinChinesealsohasstrategicdisorder,usinglowcostprofitmodelbythelowantipredatorymarket,butinbrandvalueFromtoinShanghaithebeststrategyofbrandmarketingplanningagencyplanningChinamarketbrandcompetitionstrategyforWhirlpoolwashingmachine,clearlyputforwarda"hundredyearsbrand,onehundredyearsoftechnology"and"scarcityvalue"recasttheWhirlpoolworldwhitefirstbrandstrategy,andmarketinginnovativeproductsthreeserieswashingmachinethesuccessfulchangeofWhirlpooltoenterChinaaftertenyearsoflosses,theWhirlpoolwashingmachineintothemarketbeforesixChineseSIEMENScanberegardedasthebestteacherintheChinesemarketforhouseholdelectricalappliancebrands,andhasconsistentlyadheredtothehighpricestrategyinChina,andhasnotlostanymoneyforeightyearsFinally,SIEMENShasbecomeahighendinternationalbrandintheChinesemarketButwithsuchagoodperformanceofmultinationalbrandscurrentlyonlySIEMENS,manyentrepreneursintheChinaenvySIEMENSperformance,andSIEMENSasacasecannotbecopied,ratherthanlikeSIEMENStosticktoitforalongtimeIfthemarketChineseappliancebrandagainoneortwomoreSIEMENS,themultinationalbrandpremiumtransfermodewillgiveChinaentrepreneursnewbusinessmodelreengineeringBritain'sfamoushouseholdelectricalappliancebrand,willbeachangeinChina'shomeapplianceenterpriseslowcostbusinessmodelknightIn,BekoBekoChinesequietlyentered,theshareholderisthefamousAtchleyJinEurope(Arcelik)family,istheworld'stopcompanies,AtchleyJ(Arcelik)familyownsmorethandifferentbrandsAtpresent,thedivisionintotheChinesemarketiswhiteproductsandkitchenproducts,purearistocraticbloodandnobleBritishstyleObjectivelyspeaking,ChinaenteredintoChinainAtpresent,ChinadoesnotliketheothertwoEuropeanbignameappliancessuchasBOSCHandSIEMENSTimesdivisionbrandawarenessinChinaisnothigh,theChineseindustryknow,timesdivisionbrandisnotmuchJournalofShanghai'sbeststrategicbrandmarketingplanningagencyandthe"homeappliancemarket"inJulytoAugustissuedquestionnairestotimesofthebrandhomeappliancesagentsChinese,questionnaireswererecovered,knowBekobrandonlyagents,accountedforInNovember,Shanghai'sbeststrategyofbrandmarketingplanningagency"and"JournalofthesamehouseholdappliancemarkettohomeappliancesagentsChinesequestionnaireswereissuedatthetimeoftheAmericanWhirlpoolbrand,Whirlpoolbrandawarenessrateis,whiletheWhirlpoolbrandintheUnitedStatesinbeforeChinahasbeenatalossToday,thedivisionofpopularityinChinaisnothigh,andthedivisionisanothertypicalBritishgoods,highgradeproductsareproducedinEurope,therefore,productscannotcompeteinlowpricesinchinaAndAtchleyJ(Arcelik)familyhasalwaysadvocatedhighqualitymanagement,thefamilyhaspassedtherationalmanagementandnoblebrandlineage,butalsoletthemrefusetooperateatalowpriceTherefore,AtchleyJ(Arcelik)familywilldoublebrandintheChinesemarketasahighendbrandtooperateButanotherquestionis,howwillthedivisionbrandplaytheroleofknightintheChinesemarketFromto,Shanghai'sbeststrategyofbrandmarketingplanningagencyserviceofWhirlpoolwashingmachine,washingmachinemarkettoChinamadeglobalstrategictrianglebalance:oneisrepresentedbyHaierChinesefirstlocalbrand,twoisrepresentedbySIEMENSbrandsinEurope,threeisrepresentedbyWhirlpoolAmericafirstbrandThemarketstrategy,brandcultureandproductinnovationofthethreecampswillformthreestrategicchecksandbalancesBekobrandnextfaceaLenovotoChinabrandreengineeringinChinesemarket,thatishowtheChinatargetconsumershaveaBritisharistocratbrandassociationtoBekobrand,howtotransferthebrandseriesofproductsofthetimesofBritisharistocracybrand"scarcityvalue"SIEMENSandBOSCHhavedeliveredthedurability,superiorproductsandculturalheritageofGermanbrandproductsWhirlpoolhaspassedAmericanbrandproducttechnologyandonehundredyearsofindustryHaierconveysthesharpnessandvitalityofChinesebrandproductsWhatbrandof"scarcevalue"doesBritishbranddeliverHowtomakeChineseconsumersassociatewithBritishculturebecauseof"double"brand,andbecauseofBritishculture,like"timedivision"brandTheseshouldbethefirststrategicissuesforcompaniestoenterintoChina,notproductproblemsAtchleyJ(Arcelik)duetothecompetitivenessofthestrengthofthefamilyandtimesofproductsinEurope,BekoproductadvantagedidnotweakerthanSIEMENSandWhirlpoolInGermanyBerlinInternationalConsumerElectronicsShow(IFA)onthetimesofthelaunchofawashingmachinecanremovethefurproductsasanexample,illustratestheinnovationadvantagesofBekoproductscanbesubdividedeachsupportasellingpointTheinnovationofproductfunctionistheinstinctandadvantageoftransnationalcorporation,buttheexcessiveinnovationofproductfunctionwilldisturbthejudgmentofthepsychologicalneedsofChineseconsumersbythedecisionmakersofmultinationalcorporationsChineseinthemindsofconsumers,productsoftransnationalcorporationsasunalterableprinciplesshouldbethebest,theydesiretobewithagoodproductonZhangGuangmangshineinthisbrandculturecoat,ashowThisistheWhirlpoolwashingmachine"hundredyearsbrand,onehundredyearsoftechnology"brand"scarcityvalue",ratherthanthewashingmachine"winding","sterilization"productfeaturesIntheChinesemarket,apartfromdoingbrandbaptism,weshouldalsodesignwaystorejectChinesestylemarketing:lowpricecompetitionconceptpackingeventspeculationInChina,droppingthepricecompetitionconceptpackagingspeculationChinesemanyenterprisesIthink,thenextthreeyearsofthedivision,facingtheChinesemarketshouldbearelativelyfavorablemarket,iscurrentlyinthisfavorablemarketshapeisabouttoappearonthestrategicinflectionpointThisstrategicinflectionpointisthatChina'shomeappliancemarketwilloccurthreemajortrendschange:ChinesehomeappliancesalesfaceashiftfromscalesalestoleansalesChinesehomeappliancesalesfaceaswitchfromlowsalestopremiumsalesChinesehomeappliancesalesfaceashiftfromconsumersalestofashionsalesThefundamentalfactorsupportingthechangeofthesethreetrendsisthat:First,ChinamadeandChinesehouseholdelectricalappliancemanufacturingwillgraduallytransitionfromlowpricemodetopremiummodeBecauseofdecreasingannualoperatingcosts,forcingChinesehouseholdelectricalappliancemanufacturerstoraiseproductpricesTwo,bythe,afterthe"generation"ofChineseconsumerswillbecomethemainconsumergroups,sothatChina'sconsumertrendsfromthepurchaseoflowpricedproductstobrandproductsandpremiumconsumptionShanghaibeststrategybrandmarketingplanningagencyintoincitiesinChinaaftermorethangenerationsofconsumerssurvey,theyhavetwokindsofbrandproductsidentification:First,theidentificationandobservanceoftheoldluxuryorderconstructedbythetraditionalluxurybrandsAftermanygenerationsofconsumerstopurchasealargenumberofLouis,Burberry,Dior,PatekPhilippe,LouisVuittonandMontBlancsymbolproductThetwoistobuildaluxuryworldoftheirown:redefiningluxurygoodsandbecomingmoreinterestedininternationalbrandsInthisgeneraltrend,theChinesemarketwillbeabletoplayoutthetensionofitsBritisharistocracyGooduseofbrandstrength,newtechnologyinnovation,patentandstandard,tocreateaBritisharistocratbrandculture,thissystemworkwillgivedifferentenlightenmentChinahomeapplianceindustryandthescaleoftheprice

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