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Question

海尔集团的先准后易战略

海尔集团从1998年开始全面实行其国际化战略，到2001年底，海尔的国际化版图包括贸易中心56个，设计中心15个（其中海外8个），工业园9个（指生产三种以上产品、占地600亩以上），工厂46个，服务网点11976个，营销网点53000个，拥有职工总数约30000人（其中海外员工达3000人）。海尔集团正在逐步建立起国际化企业的发展框架：即建立一个有国际竞争力的全球设计网络、制造网络、营销网络和服务网络，通过海尔的国际化最终实现国际化的海尔。

海尔的国际化战略可以概括为“三个三”战略，“三个三”战略包括质量、科技和市场三方面都要实现国际化，在这三个国际化方面又分别包括三个子方面的国际化，它们分别是：质量国际化实现质保体系国际认证、产品质量国际认证、检测水平国际认可；科技国际化指科技开发实行引进消化、吸收模仿、引智创新的三步曲策略；市场国际化指国内生产国内销售1／3，海外建厂海外销售1／3，国内生产国外销售1／3。

海尔实行国际化战略延续的是名牌战略的思路，根据这个思路选择的是“先难后易”的国际化途径，集中精力攻发达国家的市场，先在发达国家创牌子，然后再以高屋建领之势在发展中国家扩牌子。海尔意图在发达国家创牌子是创造一种品牌势能，这种势能在海尔向发展中国家扩张时会转化成一种动能，使发展中国家市场比较容易接受海尔的品牌；同时海尔产品的国际形象的建立，反过来也会提升中国海尔的形象，促进海尔在本土的发展。海尔FDI的“先难后易”战略源于其出口时期的战略思路。1990年海尔按照“先难后易”的原则，首先将冰箱出口到德国，并且坚持要挂海尔的牌子。以对质量苛刻闻名的德国经销商不相信刚学会造冰箱设几年的中国海尔，要求把运过去的4台海尔冰箱跟德国冰箱放在一起，然后都把商标据掉，让经销商进行无记名选择。结果是海尔冰箱与德国冰箱质量不相上下，于是德国经销商决定经销海尔的冰箱。出口德国对海尔自身来讲是一次极大的提升；不仅提高了海尔的知名度，也使海尔了解了国际市场的游戏规则，对后来进入美国等市场打下了良好的基础。

最能代表海尔“先难后易”的战略意图的事例是海尔在1999年在美国本土直接投资建厂。1999年海尔在美国南卡州建立了美国海尔工业园，该工业园占地600亩，一期投资3000万美金，年生产冰箱30万台，是海尔集团目前在海外最大的生产基地。海尔自1998年以来，在美国的市场份额不断扩大，海尔的公寓冰箱及小型冰箱已占到美国30％以上的市场份额，海冷柜占到12％的份额，海尔酒柜占了50％以上的份额。

海尔奉行“国际化即本土化”的国际经营思路，其具体做法是：当地设计、当地制造、当地销售，三位一体。在美国，海尔在洛杉矾建立了设计中心，在南卡州建立了生产工厂，在纽约建立了营销公司，三位一体，以形成本土化的海尔，其雇员也主要是美国人。

Answer 1

Haier Group's first post-quasi-e-strategy

Haier Group since 1998, the full implementation of its internationalization strategy, to the end of 2001, Haier's internationalization of the territory, including 56 Trade Center, Design Center, 15 (8 of them overseas), Industrial Park 9 (referring to the production of more than three products , Covers an area of more than 600 acres), 46 factories, 11,976 network services, network marketing 53,000, with about 30,000 employees (of whom over 3,000 overseas employees). Haier Group is the internationalization of enterprises and gradually establish a framework for the development of: the establishment of an internationally competitive global network of design, manufacturing network, network marketing and service network through the end of the international Haier internationalization of Haier.

Haier's internationalization strategy can be summed up as "three-three" strategic "three-three" strategy, including quality, technology and the market in three areas should be the achievement of the internationally, in the three aspects of internationalization were also three sub-international , They are: the quality of the international system to achieve international quality certification, the international quality certification, testing the level of international recognition; internationalization of science and technology refers to the development of science and technology to implement the introduction of digestion and absorption imitation, introducing innovative strategies trilogy; the international market Means of domestic sales of domestic product, 1 / 3, overseas factories overseas sales 1 / 3, foreign sales of domestic product, 1 / 3.

Haier's international strategy is a continuation of the idea of brand-name strategy, based on the idea of choice is "easy to difficult after the" internationalization of the way and concentrate on attacking the markets of developed countries, first developed in a brand, and then to high housing construction Leading force in developing brand expansion. Haier's intention in the developed countries to create a brand is a brand potential energy, potential energy in this Haier to developing countries will expand into a kind of kinetic energy, so that the markets of developing countries find it easier to accept the Haier brand; At the same time, Haier products in the international image of the The establishment, in turn, will enhance the image of the Chinese Haier, Haier in promoting local development. Haier FDI's "hard to be easy after the" strategic exports from its period of strategic thinking. Haier in 1990 in accordance with the "easy after the first hard" principle, first of all refrigerators will be exported to Germany, and insisted on hanging the Haier brand. To the harsh quality of the famous German distributors did not believe Gangxue Hui-made refrigerator for a few years China's Haier, to request delivery of the last 4 Haier refrigerators refrigerator together with Germany, and then put out a trademark, according to allow dealers to conduct secret选择. As a result Haier refrigerators and Germany about the same quality of the refrigerator, the distribution Germany distributors decided to Haier's refrigerator. German exports of Haier itself is a great improvement; Haier has not only improved the well-known, but also the international market, Haier understand the rules of the game, then enter the United States and other markets has laid a good foundation.

Haier most representative of the "easy after the first hard," the strategic intention of the Haier is the case in 1999 in the United States directly invest and build factories. 1999, Haier set up South Carolina in the United States of the United States Haier Industrial Park, the park covers an area of 600 mu, an investment 30,000,000 U.S. dollars in the production of 300,000 refrigerators and Taiwan, the Haier Group is currently the largest overseas production base. Haier Since 1998, in the United States continue to expand market share, Haier's refrigerators and small apartment refrigerator of the United States has accounted for more than 30% market share, accounting for 12% of the sea Freezer share, Haier bar accounted for more than 50% Share.

Haier adhere to the "internationalization is localization" of the idea of an international operation, which is specific: the local design, local manufacturing, local sales, the three-in-one. In the United States, Haier set up in the Los Angeles design center in South Carolina to build a production plant in New York established a marketing company, three-in-one, in order to form a native of Haier and its employees are mainly Americans.

Answer 2

The sea Er group has practiced its internationalization strategy completely since 1998, to the end of 2001, the internationalization landscape of sea Er includes trade center 56, the design center is 15(among them oversea 8), industrial 9(point to produce more than three kinds of products and cover 600 acres of above) in the park, the factory is 46 and the service net orders 11976 and the marketing net orders 53000 and own an officers and workers total amount about 30000 people.(among them the oversea employee reach to 3000 people)The sea Er group is gradually starting to build up the development frame of internationalization business enterprise:Namely build up a global design network, manufacturing network, marketing network which has an international competition ability kimono duty network, pass the sea Er that the end realization internationalize of the internationalize of sea Er.

The internationalization strategy of the sea Er can generalize for"3 three" strategy, "3 three" strategy includes quality, science and technology and market, three aspects all want to carry out an internationalization, here three internationalizations again include the internationalization of three statureses respectively, they respectively BE:The quality internationalization carries out quality to protect the system international attestation, the international attestation, examination level of the product quality international approbation;Science and technology internationalization points science and technology development execution to usher in digest, absorb mimicry and lead three song strategies of Zhi innovation;The market internationalization points domestic to produce domestic to sell 1/3, oversea setup overseas sell 1/3, domestic produce abroad sell 1/3.

Sea Er execution the internationalization is strategic what to continue be the famous brand strategic way of thinking, is the internationalization path of "first difficult empress easy" according to what this way of thinking choose and concentrate energy to offend flourishing nation of market, first at flourishing nation create brand, then get by Gao Wu Jian4 of the power expands brand in the developing country.Sea Er intention at flourishing the nation create brand is create a kind of brand certainly ability, this kind of certainly can at the sea Er extend toward the developing country will convert into a kind of kinetic energy, make the developing country market more and easily accept the brand of sea Er;In the meantime sea Er the establishment of international image of the product, turn over will also promote the image of the china sea Er and promote the sea Er's development in mainland.The "first difficult empress easy" strategy of the sea Er FDI comes from the strategic way of thinking of its exit period.In 1990 the sea Er is according to the principle of "first difficult empress easy", first the refrigerator export is to Germany, and insist on brand of hang the sea Er.With engrave to the quality Ke the famous German dealer doesn't believe to just master to build the china sea Er that the refrigerator established for several years and request to be past the luck of 4 Er refrigerator in Taiwan Straits with German refrigerator put together, then all trademark according to drop, let the dealer carry on a secret choice.The result is a sea Er the refrigerator and German refrigerator quality be match equally, hence the German dealer decides to promote the refrigerator of sea Er.Export Germany an oneself to speak to be to biggest promote at a time to the sea Er;Not only raised the popularity of sea Er, but also make the sea Er understand the rules of the game of international market, beat to descend good foundation towards afterwards getting into the United States wait market.

The case that the strategy that can represent the sea Er"first difficult empress easy" most intent is a sea Er to directly invest setup in the American mainland in 1999.The sea Er built up an American sea Er, industrial park in south card state in the United States in 1999, should the industrial park cover 600 acres, on expecting to invest USD 30,000,000, the year produces refrigerator 300,000 sets, is a sea Er the group is in the biggest production base in the overseas currently.The sea Er has continuously extended in the market quota of the United States since 1998 and apartment refrigerator and small scaled refrigerator of sea Er have already shared the market quota of the United States above 30%, the sea cold cabinet shares to 12% quotas, and the sea Er wine cabinet shared the quota of above 50%.

The sea Er carries out "internationalization namely localization" of international management way of thinking, it concrete way of doing BE:The region design, the region manufacturing, the region sale, Christian Trinity.At the United States, the sea Er built up design center at the Luo Chinese fir Fan, built up to produce factory in the south card state, built up a marketing company in New York, Christian Trinity, with the sea Er of formation localization, its employee also is an American.

Answer 3

　　Haier Group's first post-quasi-e-strategy

　　Haier Group since 1998, the full implementation of its internationalization strategy, to the end of 2001, Haier's internationalization of the territory, including 56 Trade Center, Design Center, 15 (8 of them overseas), Industrial Park 9 (referring to the production of more than three products , Covers an area of more than 600 acres), 46 factories, 11,976 network services, network marketing 53,000, with about 30,000 employees (of whom over 3,000 overseas employees). Haier Group is the internationalization of enterprises and gradually establish a framework for the development of: the establishment of an internationally competitive global network of design, manufacturing network, network marketing and service network through the
　　Haier's international strategy is a continuation of the idea of brand-name strategy, based on the idea of choice is "easy to difficult after the" internationalization of the way and concentrate on attacking the markets of developed countries, first developed in a brand, and then to high housing construction Leading force in developing brand expansion. Haier's intention in the developed countries to create a brand is a brand potential energy, potential energy in this Haier to developing countries will expand into a kind of kinetic energy, so that the markets of developing countries find it easier to accept the Haier brand; At the same time, Haier products in the international image of the The establishment, in turn, will enhance the image of the Chinese Haier, Haier in promoting local development. Haier FDI's "hard to be easy after the" strategic exports from its period of strategic thinking. Haier in 1990 in accordance with the "easy after the first hard" principle, first of all refrigerators will be exported to Germany, and insisted on hanging the Haier brand. To the harsh quality of the famous German distributors did not believe Gangxue Hui-made refrigerator for a few years China's Haier, to request delivery of the last 4 Haier refrigerators refrigerator together with Germany, and then put out a trademark, according to allow dealers to conduct secret选择. As a result Haier refrigerators and Germany about the same quality of the refrigerator, the distribution Germany distributors decided to Haier's refrigerator. German exports of Haier itself is a great improvement; Haier has not only improved the well-known, but also the international market, Haier understand the rules of the game, then enter the United States and other markets has laid a good foundation.
　　Haier most representative of the "easy after the first hard," the strategic intention of the Haier is the case in 1999 in the United States directly invest and build factories. 1999, Haier set up South Carolina in the United States of the United States Haier Industrial Park, the park covers an area of 600 mu, an investment 30,000,000 U.S. dollars in the production of 300,000 refrigerators and Taiwan, the Haier Group is currently the largest overseas production base. Haier Since 1998, in the United States continue to expand market share, Haier's refrigerators and small apartment refrigerator of the United States has accounted for more than 30% market share, accounting for 12% of the sea Freezer share, Haier bar accounted for more than 50% Share.本回答被网友采纳

Answer 4

直接下载个金山快译，又精确又迅速，何必求人？