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2003年10月,随着第一台本土制造的海尔洗衣机在约旦下线,海尔集团的第13个海外工厂正式投产,至此海尔已在全球建立了13个工厂,18个贸易中心,产品出口近100个国家。至2003年,海尔的全球销售收入已由1998年刚刚开始明确国际化战略时的191亿元人民币上升到720亿元人民币,成为中国第一品牌,在全球白色家电市场竞争力也升至世界第5位,国际化经营取得了辉煌的业绩。2003年10月号的美国《福布斯》杂志评价海尔为“中国在海外最有影响力的品牌”;而2004年1月31日世界品牌实验室、世界经理人周刊和世界经理人网站又联合发布了“世界最具影响力的100个品牌”,海尔排在第95位,成为惟一入选的中国品牌。那么,海尔成功的秘诀何在?
In October 2003, Haier Group’s 13th overseas factory was officially put into production as the first domestically-produced Haier washing machine went offline in Jordan. Haier has established 13 factories and 18 trade centers around the world. 100 countries. By 2003, Haier’s global sales revenue had risen from RMB 19.1 billion in 1998 when it began to clarify its internationalization strategy to RMB 72 billion, becoming the No. 1 brand in China, and its competitiveness in the global white goods market has also risen to No. 5 in the world. The international operation has achieved brilliant results. The October 2003 issue of Forbes magazine evaluated Haier as “the most influential Chinese brand overseas”; and on January 31, 2004, the World Brand Lab, the World Weekly Managers and the World Managers’ Website launched a joint publication. The “100 Most Influential Brands in the World”, Haier ranked 95th and became the only Chinese brand to be selected. So what’s the secret of Haier’s success?