A Chinese firm goes global : the Gree story / Chen Zonglin, Zhou Xibing.

Format:

Book

Author/Creator:

Zonglin, Chen, author.

Xibing, Zhou, author.

Series:

Paths International cases in modern Chinese business.

Cases in Modern Chinese Business

Language:

English

Subjects (All):

Electric household appliances industry--China.

Electric household appliances industry.

Zhuhai ge li dian qi gu fen you xian gong si.

Physical Description:

1 online resource (189 p.)

Edition:

1st ed.

Place of Publication:

Reading, England : Paths International Ltd. : SPM, 2015.

Language Note:

English

Summary:

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 intermediaries. The book also highlights the problems experienced at Gree, the challenges successfully conquered, and its possible future paths. As part of the practical new Cases in Modern Chinese Business series, the book offers revealing insights and analysis on how business is done in China. The series provides

Contents:

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

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on online resource; title from PDF title page (ebrary, viewed December 18, 2014).

ISBN:

1-84464-129-5

OCLC:

897810687