海尔名牌战略解析
我的帖不用回覆 本帖最后由 it99master 于 2011-3-16 11:39 编辑 </I><BR><BR><P style="TEXT-ALIGN: left; LINE-HEIGHT: 140%; MARGIN: 3.75pt 15pt; WORD-BREAK: break-all" class=MsoNormal align=left><FONT size=3><SPAN class=content1><SPAN style="FONT-FAMILY: 宋体; LETTER-SPACING: 0pt; COLOR: windowtext; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-font-width: 100%">相当多的企业，对名牌战略存在着不少误解。从实践上讲，表现在三个方面：</SPAN></SPAN><SPAN class=content1><SPAN style="LETTER-SPACING: 0pt; COLOR: windowtext; mso-font-width: 100%" lang=EN-US><FONT face=Arial> <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></FONT></SPAN></SPAN></FONT></P>
<P style="LINE-HEIGHT: 140%; MARGIN: 3.75pt 15pt; WORD-BREAK: break-all"><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体> 一、认为名牌与自己无关。我是中小企业，甚至是困难企业，还让我搞名牌？名牌战略是大企业的专利。</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US> <o:p></o:p></SPAN></P>
<P style="LINE-HEIGHT: 140%; MARGIN: 3.75pt 15pt; WORD-BREAK: break-all"><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体> 二、认为名牌可以一蹴而就。于是急于求成，寻找捷径，以致误入歧途。</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US> <o:p></o:p></SPAN></P>
<P style="LINE-HEIGHT: 140%; MARGIN: 3.75pt 15pt; WORD-BREAK: break-all"><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体> 三、认为名牌就是名声，无论用什么办法，把自己的名声搞大就可以创成名牌了。</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US> <o:p></o:p></SPAN></P>
<P style="LINE-HEIGHT: 140%; MARGIN: 3.75pt 15pt; WORD-BREAK: break-all"><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体> 海尔是我国公认的实施名牌战略成功的企业。我们应该用海尔的实践回答这些问题。</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US> <o:p></o:p></SPAN></P>
<P style="LINE-HEIGHT: 140%; MARGIN: 3.75pt 15pt; WORD-BREAK: break-all"><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体> 海尔是奇迹。从</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US>1984</SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体>年亏损</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US>147</SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体>万的小厂，经过</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US>17</SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体>年的奋斗，发展到今天全球营业额</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US>600</SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体>多亿的大企业，年增长率平均达到</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US>81</SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体>％，而且继续保持着良好的发展势头，当然是一个奇迹。</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US> <o:p></o:p></SPAN></P>
<P style="LINE-HEIGHT: 140%; MARGIN: 3.75pt 15pt; WORD-BREAK: break-all"><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体> 海尔是大海。海尔人的胸怀是海，他们面向世界。海尔的经营是海，它成功地进行着多元化经营。海尔的经验也是海，已经出版了许多研究书籍。</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US> <o:p></o:p></SPAN></P>
<P style="LINE-HEIGHT: 140%; MARGIN: 3.75pt 15pt; WORD-BREAK: break-all"><SPAN style="LINE-HEIGHT: 140%; FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"><FONT face=宋体> 本文不是全面阐述海尔，只是侧重从名牌战略的角度对它做一些解析。</FONT></SPAN><SPAN style="LINE-HEIGHT: 140%; FONT-FAMILY: Arial; FONT-SIZE: 10.5pt" lang=EN-US><o:p></o:p></SPAN></P> 本帖最后由 it99master 于 2011-3-16 11:43 编辑 <br /><br /> 非常感谢楼主分享这样的好资料！
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