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首页 九牧王国际化阵痛——半山腰上的改革(The reform of Motom Internatio…

九牧王国际化阵痛——半山腰上的改革(The reform of Motom Internationalization -- the hillside pains).doc

九牧王国际化阵痛——半山腰上的改革(The reform of…

默笙我是何以琛
2018-04-04 0人阅读 举报 0 0 0 暂无简介

简介:本文档为《九牧王国际化阵痛——半山腰上的改革(The reform of Motom Internationalization -- the hillside pains)doc》,可适用于社会民生领域

九牧王国际化阵痛半山腰上的改革(ThereformofMotomInternationalizationthehillsidepains)九牧王国际化阵痛半山腰上的改革(ThereformofMotomInternationalizationthehillsidepains)Motomtryingtochangethecompany'sbrandinternationalizationstrategyandmanagementmode,butintheactualoperationoftheprocess,thefamilyenterprisehasencounteredaseriesofupsanddownsAttheendof,Motom(Fujian)clothingdevelopmentlimitedcompanybranddirectorMotomquietlyleaveThethreemonthsagointheairborneMotombranddirector,hadlonginMcDonald'sandParksonandothermultinationalcompaniesHeMotomwillintroducethecompanytouseitsinternationalvisionandexperience,betterwiththeMotomcompanynewlyhiredwithinternationalbackgroundadvertisingcompanies,tofurtherimprovetheMotombrandawareness,andbrandinternationalizationMotomNow,withthedepartureofdirectorofbrand,thecompanyMotompaceofinternationalizationtoslowdownobviouslyTalkabouttheirreasonsforleaving,thebrand"newera"Chinadirectortoldreporters,afterenteringtheMotomcompany,foundthatthecompany'sactualsituation,thereisagapbetweentheiroriginalideaoftheproblem,Theclimatedoesnotsuitonedifficulttoovercome,soeventuallychosetoleaveHewasin,Motomreplacethecompany'ssecondbranddirector"Halfwayupthehill,"hesaid"MotomcompanyislocatedinFujiancityofQuanzhouProvinceEconomicDevelopmentZone,foundedin,althoughitstimeisnotlong,butthebusinessstartedbytheproductionoftrousers,forconsecutiveyearswonthe"nationaldomestictrouserscomprehensivemarketshare,marketcoverageandannualsalesofthefirst"titleBefore,the"trousersexpert"isthehighestfrequencyofuseMotomsloganInaddition,theproductqualityhasalsobeenthefocusofMotombrandpublicity"AMotomtrousers,spreadaftermorethansewingneedle,steps,ironingandothercontent,sothatconsumershaveacertainunderstandingofMotomproductqualityHowever,thethirdquarterof,thecompanyMotomchangedthepastfocusonqualitybrandcommunicationstrategy,"Rui"wordsappearedonthepromotionalcontentMotomInSeptember,thecompanyMotominCCTV,PhoenixTVandothermediaplatforms,launcheda"RuifromthenewadvertisingI"DifferentfromthepreviousversionoftheMotomadvertising,advertisingemphasizesinnovationandchange,increasingemphasisonreunderstandingoftheirown,toseekbreakthroughAccordingtoreports,behindthisnewadbakedversion,isMotommutationofbrandstrategy,andtriestoMotomnewattempttomakechangesinthewayofmanagementMotomchangefromthecompanychairmanLinCongyingtoreforminthe"hillside"idea,itisrainyday,reforminthecompanyisprofitable,becauseatthistimetherearesufficientfundstoensurethattheenterprisetocarryoutthereformattempt,theriskissmall,costisrelativelylowIfyouwaituntiltheprofitshavebeenreduced,andthenforcetheenterprisetoreform,theriskwillbegreatLinCongyingtriedtochangethecompany'sdecisionmakingmechanism,changingthewayfewpreviousdecisionmakersreliedonmarketsensetomakedecisionsThroughthetransformation,makeMotomdecisionmakingmorescientificandstandardized,toavoidmakingmistakesinthedecisionmakingprocess,andmakethebrandfashionandinternationalizationoftheMotomInordertorealizethetransformation,MotomactivelyintroducetalentsIn,PHILPSMotomhiredexecutives,deputygeneralmanagerofthecompanyMotom,directorofhumanresourcesInMay,MotomfromGermanyhiredafamousfashiondesigner,aschiefdesigneroftheMotomInSeptember,onewithyearsofmanagementexperienceinforeigncompanyexecutivescametoMotom,servedasbranddirectorMotomismoregenerous,hasformedastrategicpartnershipwiththreemultinationalconsultingcompaniesMotomisthefirstin,alliedwiththeinternationalwellknownstrategyconsultingfirmsRolandBeggThen,in,respectively,withOgilvyMather,BBPcompanyallianceOgilvyMatheristhemostinfluentialbrandhostingcompanyintheworld,whiletheGermanBBPcompanyisoneoftheworld'stopendimageconsultantsContinuetointroducebackgroundwithforeignexecutives,aswellasawellknownmultinationalcompaniestohandeyedazzling,LinCongyingadmittedthatitispreparingforthecompany'schangeWiththebackgroundofforeignexecutives,tobetter,andRolandBeggOgilvysuchforeignconsultingfirmtocommunicatebettertoadoptforeignconsultancyadviceandforeignconsultantstodevelopstrategiesforbetterimplementationwithinthecompanySufferroughItisbecauseofMotomandmather'scooperation,thebirthoftheMotom"Ruifromme"thenewbrandstrategyHowever,someexpertsarenotoptimisticaboutMotombrandnewbrandstrategyExpertsbelievethatalthoughthenewstrategyMotomfashion,buttotakethe"mutation",ratherthan"gradient"approach,thelackofbrandheritagenecessary,willmakeMotomtheemphasisonqualitybrandimageinthemindsofconsumersbecomeblurredThroughlargescaleadvertising,canimprovetheMotombrandawareness,butfortheaccumulationofbrandreputationisnottoogoodInthecompany'smanagementanddecisionmaking,LinCongyinginvitedafamousforeignbackground,successfulexperienceofmanagementpersonneltojoinin,thereisapurpose,istodilutethecoloroffamilybusinessMotomTheinjectionoffreshbloodtothemanagementoftheenterprise,isitselfpartofMotomstandardizedmanagement,butalsoapartofMotominternational"LinCongyingexpressesHowever,Motomdidnothandlethe"airborne"andthecompanywillbeontherightoftheolddivisionItisreportedthat,whenthe"airborne"andthecompany'sexistingmanagementdifferencesinsomespecificissues,MotomindecisionmakingstilltendtobeoldSincebeforethecommitmentandresponsibilityhavenotbeenimplemented,ledtothe"airborne"discontent,thisisthefinalchoiceofbranddirectorturnoverTheunexpectedfinancialcrisisalsofetterMotomthepaceofchangeItisunderstoodthatin,MotomonlycompletedthesalestargetsetatthebeginningofInthefaceofthesituation,Motomtoannualstrategicobjectives,advertisingbudgetsmadesomecorrespondingadjustmentInfact,onethingLinCongyingalsowanttoaccomplishistoleadtheMotomtocapitalmarketItisunderstoodthatMotomhashiredconsultantsandunderwritershadplannedinthefourthquarterof,listedontheHongkongstockexchangeSincethesecondhalfof,thefinancialcrisisswepttheworld,theglobalcapitalmarketinthedoldrums,MotomlistedthingsonthebackburnerMotomproductiondoesnotlackthenecessaryfunds,however,theoriginalplanafterthelisting,accesstofunds,thentheacquisitionandchannelexpansionplans,willbetemporarilydifficulttoimplementEuropeandtheUnitedStatesandthedeclineinconsumerdemand,atthisstageMotomwillonlyfocusondomestic,somesuggestionsMotomhirefashiondesignerfromGermany,nowonlyuseAdheretoandflexiblydevelopsimultaneouslyLinCongyingknows,asamorestandardizedandenterprising,reformisnotabusinessonthingsandpaysomefeesisinevitable,isamustMotomintheprocessofchange,throughcooperationwithRolandBegg,atleasttoavoidblinddiversificationForMotomatRolandBeggwithaninternationalvisionofstrategicdevelopmentplanning,adheretothemainbusiness,notthepursuitoflarge,andthepursuitofstrong,hasbecomeastrategicgoalofMotomwithinaperiodoftimeAndLinCongyingMotomformulatedmorespecificgoals:fromnowuntil,MotomtobecomethefirstbrandChinesebusinesscasualmenfromthebeginningof,letMotomrepresentativesofnationalclothingbrandtotheworldLinCongyingsaidthatsincethesetgoals,tofirmlyexecution,includingMotomRuifromme"brandstrategy,Intheshortterm,itwillnotchange,andpersistencewillachieveresults,butitcanberelativelyflexibleforachievingspecificgoalsIn,MotomsetgoalssalestomaintainagrowthofaboutDuetotheimpactofeconomicfundamentals,clothingmarketstillexistmanyuncertainfactors,Motomalsomadeseveralprogramstodealwiththechanges,andwillchangeaccordingtothesituation,thenmakethejudgmentandchoiceAccordingtotheplan,in,Motomwillpaymoreattentiontotheinternalcontrolandmanagement,willfurtherstrengthenfortheterminalmanagement,focusonbrandstoremanagement,paymoreattentiontoimproveproductquality,improveservicequalityThroughmeticulousmanagement,implementationofstoresalesgrowth,andultimatelyachievetheoverallsalesgrowthThepainssufferedinthegrowthprocess,MotomgeneralmanagerChenJiayasaid,"aftertheenterprisehasbeenintheprocessofrapiddevelopment,blindlyoptimisticThecurrentmarketsituation,sothatenterprisesvigilantMotomtocreateacenturybrand,maynotalwaysbesmooth"Althoughnotcompletedaccordingtoplanitsownexpansion,butMotomorwouldthecurrentmarketdownturnasanopportunity,dangerousbreedslife,becausethemarketisnotgood,willpouroutabatchofenterprises,sothestrengthforMotomenterprises,willmeanacompetitormaythereforebereducedForchangesinthecompany'smanagementmechanism,LinCongyingsaiditwouldcontinuetointroducesuitableprofessionalmanagersforthecompanyLinCongyingwantstheoccupationmanagerstoaccomplishtheirgoalsforthecompanytodevelop,becauseIcouldnotworkattheageofsixtyorseventy,sothatthefamilymemberstakeoverisnotconducivetothelongtermdevelopmentofenterprises,andfamilymembersofthenextgeneration,nooneiswillingtotakeoverthemanagementofJomoowang"

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