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格兰仕是一家以代工、贴牌为主的民营企业。它凭借低劳动力成本和规模优势,将欧、美、日、韩的跨国公司的生产环节搬到中国,整合全球资源,使微波炉生产规模迅速扩大。目前,格兰仕采用多元化拓展策略,微波炉、空调、小家电已成为其三大支柱产业。在其发展壮大的过程中,遇到了很多阻力:自有品牌不足、原材料价格上涨、人民币升值、利润微薄等,这些因素导致格兰仕开拓海外市场出现了前所未有的困难。为获得长足发展,格兰仕提出从“世界工厂”向“世界品牌”、从“中国制造”向“中国创造”的策略转变,争创品牌,并且把产品属地化,在全球建分厂,找代理,使自身快速建立国际网络。
Galanz is a foundry, OEM-based private enterprises. With its low labor cost and scale advantages, it relocated production links of multinational corporations in Europe, the United States, Japan, and South Korea to China and integrated global resources to rapidly expand the production scale of microwave ovens. Currently, Galanz diversified development strategy, microwave ovens, air conditioners, small appliances have become its three pillar industries. In the process of its growth and development, it encountered many obstacles: lack of private label, rising raw material prices, appreciation of Renminbi and meager profit. These factors led to unprecedented difficulties in opening up overseas markets. In order to achieve great development, Galanz proposed a strategic shift from “World Factory” to “World Brand”, from “Made in China” to “Created in China”, striving to create a brand, Set up factories in the world to find agents to make their own rapid establishment of an international network.