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A Chinese firm goes global : the Gree story /
This book examines the success of Gree Electric Appliances (a major Chinese appliance manufacturer), taking a close look at Gree's marketing, branding, management strategies, and services, together with information on how they compete with overseas companies, and how they deal with intermediari...
| Clasificación: | Libro Electrónico |
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| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Reading, United Kingdom :
Paths International Ltd,
[2015]
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| Colección: | Paths International cases in modern Chinese business.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Title Page; Contents; Preface; Foreword; Introduction; Chapter 1: Marketing Strategy Makes Gree a Winner; 1. The Supremacy of Marketing Channels; 2. The Direct Sales Model; 3. Keeping Creating Customers; Chapter 2: Top Priority for Brand Building; 1. The Made-in-China Brand Becoming World Famous; 2. Core Technology to Build the World Famous Brand; 3. Promote the Industrial Spirit, Power the Self-owned Brands; Chapter 3: No Limits in Management; 1. Zero- Defect Quality Management; 2. Based on Proprietary Intellectual Property Rights.
- 3. Characterization of ERP: the Turning Point of Strategic Transformation4. Specialization Forging Gree's Competitive Strength; Chapter 4: Customer-oriented Services; 1. Pre-Sale Services and In-Progress Services Are More Important; 2. Set the Highest Global Service Standard; 3. Beyond After-Sale Services; Chapter 5: Overseas Market Expansion; 1. Embarking on Globalization; 2. Occupy the International Markets First, Build Factories Second; 3. The Localization Strategy of Globalization; Chapter 6: Confronting Channel Intermediaries; 1. Breaking with GOME and Fight for the Final Say.
- 2. No Regrets in Breaking With GOME3. There is No Eternal Enemy In Business World; Chapter 7: Facing Three Major Difficulties; 1. Breaking through the Markets of First Tier Cities; 2. Cutting the Big Distributors and Forging the Terminal Brand; 3. Facing the Internal Control Dilemma; Chapter 8: Future of Gree; 1. Gree's Sprinting for World Number One; 2. Forging the Number-one National Industry Brand; 3. There Is a Long Way Ahead; Afterword; Bibliography; About the Reviewers; Copyright.