【導(dǎo)讀】市場改革與市場焦慮是一對孿生兄弟。是國內(nèi)制造商還是外來品牌？竅，但同時也迫使它們反思各自的經(jīng)營與營銷戰(zhàn)略。益，就必須優(yōu)先考慮戰(zhàn)略性的營銷創(chuàng)新。內(nèi)帶給他們競爭優(yōu)勢。但事實上，這種優(yōu)勢的杠桿作用，以及是否能真。正地從中獲益還是個問題。而今天的中國企業(yè)要想把這些潛在優(yōu)勢發(fā)揮出來，有必要采行一。種基于對客戶系統(tǒng)的了解的市場營銷準(zhǔn)則。中國企業(yè)需要的不僅僅是低價策略和對錯綜復(fù)雜。多基業(yè)常青的領(lǐng)導(dǎo)企業(yè)那樣，在研究開發(fā)和營銷創(chuàng)新上進(jìn)行投入。好則正處在快速成長的發(fā)育期。提高產(chǎn)品質(zhì)量和增強(qiáng)產(chǎn)品的創(chuàng)新能力已經(jīng)成為當(dāng)務(wù)之急。降低分銷管理的成本和提高其效率，需要加大投入并配以強(qiáng)有力的法律強(qiáng)制力量。隨著中國經(jīng)濟(jì)的不斷增長和多元化，顧客的偏好和行為將不可避免地發(fā)生變化。足夠支付力的人的購買首選。國產(chǎn)品牌像李寧、張陸美盡管在青年人群中也有較好的聲譽，接受的產(chǎn)品質(zhì)量和較好的價格”。萬億美元的市場份額。在全球擴(kuò)張海爾品牌。

　　

【正文】 wars that deflate the value of consumer and business products. One response to this situation is consolidation of panies in the different industries. But this will not relieve the excess inventory in either the short or medium terms. One popular strategy has been to dump this excess volume through importers into foreign markets, leading to antidumping litigation and little gain in longterm market peration potential. Haier, a leading Chinese brandname manufacturer, already has a 25% market share in the . small refrigerators market. Haier Wine Coolers are sold in Best Buy outlets, which is a value retailer of discounted 1st tier brands. Haier has recently made moves to diversify its product lines into electronics and other areas. This is one way to capitalize on its success as a manufacturer and brand builder. But there is another strategy available that leading brands around the world are increasingly turning to. Instead of burdening returns on their brand investments with the costs of maintaining diversified product lines they have instead opted to focus their energies on brand management, with third party manufacturers carrying the production load. The premier example of this trend is, of course, Nike. Can Chinese TV and electronics manufacturers partner with a pany like Haier to market a diversified product line in the . under the Haier brand name? Should Haier invest in creating burdensome manufacturing assets for unfamiliar technologies, or should it focus on product line growth through leveraging its brand assets and marketing expertise? A second strategy for quality manufacturers carrying surplus is to storebrand their products for pricebased mass retailers. This would require a joint venture marketing partnership rather than the typical JV manufacturing anizations. These arrangements will fetch a better price than simple “ dumping,” which is only a bonanza for buyers. The motto should be “ Don’ t dump… Market instead!” Ames in the . has 298 stores with $79 million in appliances sales. Its shoppers trust the store brand and its promise of quality at a low price. They do not shop at Ames for 1st tier brands. Chinese appliance manufacturers need a private label strategy for this segment of the mass retailer market. Product: There are three strategic product issues facing Chinese manufacturers. The first is quality. The second is product specialization. The third is product innovation. Quality improvement can make China more petitive in the market for standard products, like refrigerators, cell phones and TVs. Product specialization can get China into the high performance segment of product categories. This means higher prices and better margins. The third stage is product innovation, which enables China to not only get the highest prices and margins from early adopters of advanced technology, but also positions panies for market dominance. Chinese executives have been wrestling to overturn the general impression that “ Made in China,” means low quality and low price. In order to succeed in the Chinese market against foreign petitors, as well as to win market share for value added brands in global markets, managers must match foreign quality. When Zhang Ruimin, Chief Executive of Haier assumed direction of Haier he moved with a passion for quality. When a customer plained about a broken refrigerator, he stalked through the factory and identified 76 defective appliances. He piled them up and handed sledgehammers to the workers who assembled them. At his signal, they all set upon the fridges, reducing them to junk. That singular act of destruction impressed on employees that poor quality would no longer be acceptable (NYTimes, July 23, 20xx). This heavyhanded approach paid off. Haier now has 62 distributors and 30,000 sales outlets in developedcountry markets. In the era of WTO accession, Mr. Zhang believes that Chinese panies will not be able to dominate the Chinese market unless they succeed in capturing market share in the markets of developed countries.. The quality strategy is not just for export purposes, but also for success and profitability in the domestic market. Lack of improved technology can be costly to Chinese panies. While Chinese manufacturers dominated the VCD market, they were slow to develop DVD products. Consequently, Panasonic, Phillips, Sony and Pioneer captured the DVD pie. Chinese panies are just shaving off small slices with copycat products and steep pricecuts. It will be hard to dislodge foreign brands from DVD control. Some panies are trying to move up the value chain in terms of technology. The Konka Group has 25% of the Chinese television market, selling million sets in 1998. In spite of the fact that foreign brands are reaching 40%50% of the domestic market, and that foreign technology is perceived to be superior, Konka is planning to introduce high definition TV in the . market. It will offer large screen HDTV at half the price of foreign brands. As technology improves and petitive prices decrease, Konka feels that it can sustain a significant price difference for the consumer at a profit to the pany. Rather than being content to play in the conventional TV segment, it is seeking the higher margins of new technology. It is making a leap forward in consumer electronics through technology (NYTimes, April 1, 1999). With foreign TV panies seen on store shelves by half the domestic market, Chinese manufacturers are convinced that their mainland future requires technological innovation. The era of dominating market share through pricecutting is ing to a close. A GM for Sales at Panda firmly states, “ without technical support and highly petitive products, the industry is beset with difficulties and threats” (China Economic Weekly, Feb 26, 20xx). There are now five