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  3. Haier is well on the way towards achieving its goal of being a mainstream brand in the US. Haier has successfully penetrated the

Haier is well on the way towards achieving its goal of being a mainstream brand in the US. Haier has successfully penetrated the

admin2012-01-23  36
问题     Haier is well on the way towards achieving its goal of being a mainstream brand in the US. Haier has successfully penetrated the Top Ten chain groups in the US. Whenever Haier enters the global procurement system of big chain, this makes Haier one step closer to entering the mainstream US market. Haier has also won awards such as  "best supplier"  and "exam-free supplier"  by several retailer chains. Haier has international service centers in more than 50 states of the US and has opened a toll-free hotline.
    According to Zhang Ruimin, CEO Haier Group, Haier knew that its entry into the US would be very difficult at first, but would get easier as the company learned from its mistakes. The company adopted a  "market first and then factory"  approach. Haier invested in a global brand strategy with the objective of letting products, capital and brands go global. From the single and niche products at the early days of entering the US market, to the current differentiated product family, with products such as the independent cocktail cabinet and Haier 37T88, Haier’ mainstream products are now very competitive. Haier has obtained the praise and trust of its channel partners, and has successfully transformed itself from a niche to a mainstream brand provider.
    In the internationalisation process, Haier has been focusing on developing its corporate culture and ensuring culture compatibility. To ensure rapid localisation, Haier implemented an innovative mode of "financing, pooling-in-wisdom, compatibility with local culture and forging a noted local brand" . All designing and marketing personnel are employed locally. In addition, 95% of Haier’s North American management team are locals.
    In April 2006, Haier became a strategic partner of NBA and the first global appliance brand to sponsor the NBA. Haier believes this partnership has accelerated its step towards becoming a mainstream brand in the US.
    NBA sponsorship is a key initiative for Haier as it attempts to implement its global brand strategy. Since becoming the global strategic partner of NBA, Haier has utilized NBA’s market assets, media platform and programs in the US and China to display the innovative technology of Haier’s refrigerator and TV products. Through its broad media assets, including NBA TV’s HD program, the eye-catching NBA matches and extensive NBA thematic retail and publicity activities, Haier can display its most advanced products. Under the guise of its consumer-oriented brand marketing strategy, Haier will continue to integrate its culture with local mainstream culture.
    Haier has nine products which are "in the front half of the market" and three products which are among top 3 in the industry in terms of market presence. In addition, the company is a world leader in advanced technological fields such as intelligent house integration, network appliance, digitalisation, large-scale integrated circuits and new materials. The "innovation-boosted" Haier Group is devoted to providing solutions for global consumers. By late 2006, Haier has applied for over 7,000 patents(of which 1, 234 are invention patents). Haier also presided over or participated in the formulation and amendment of nearly 100 State standards. Of which, Haier water heater firewall technology and Haier double-driver washing machine are included in IEC international standard draft, testifying that Haier’s innovation ability is world-class. In the future, Haier’s approach will cooperate with channel partners and dealers that share the same strategy of customer-focus to forge a win-win situation.
Why does Haier adopt consumer-oriented brand marketing strategy?
选项 A、Because Haier wants to make more profits
B、Because Haier wants to sell more TV sets through sponsoring the eye-catching NBA matches
C、Because Haier attempts to implement its global brand strategy
D、Because Haier attempts to integrate its culture with local mainstream culture
答案C
解析 第五段讲述了NBA的赞助地位是海尔努力实现其全球品牌策略的一个关键性行动。自从成为了NBA的全球战略合作伙伴，海尔开始运用NBA的市场资产，媒体平台以及美国和中国的电视节目来展示海尔在冰箱和电视产品上的创新技术。通过NBA广泛的媒体效应，引人注目的比赛，以及以NBA为主题的一系列零售和公关活动，海尔得以展示其最先进的产品。在以消费者为导向的品牌推广策略下，海尔将继续将其公司文化与当地的主流文化融合到一起。据此可以确定C项是正确选择。A项和B项所述内容与此段不符，D项不是海尔采用以消费者为导向的品牌推广策略的原因，可排除。
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