首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
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
admin
2012-01-23
54
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。
转载请注明原文地址:https://kaotiyun.com/show/bz7d777K
本试题收录于:
BEC高级阅读题库BEC商务英语分类
0
BEC高级阅读
BEC商务英语
相关试题推荐
CouldyoutellmewhetheryouthinkpeopleinChinaleaveschoolandcollegesufficientlypreparedforworkinglife?
•YouwillhearaninterviewbetweenaradiopresenterandGhosn,theCEOofNissan.•Foreachquestion23-30,markoneletter(A
•YouwillhearaninterviewbetweenaradiopresenterandGhosn,theCEOofNissan.•Foreachquestion23-30,markoneletter(A
•YouwillheararadiopresenterinterviewingabusinessmancalledJimO’Brien.•Foreachquestion23-30,markoneletter(A,
•YouwillheararadiopresenterinterviewingabusinessmancalledJimO’Brien.•Foreachquestion23-30,markoneletter(A,
Paula’scompanyprovidedserviceslike
YouwillhearaninterviewwithanHRdirectorabouttheintroductionofaflexibleworkingscheme.Foreachquestion23-30,ma
Youwillhearfiveclientstalkingaboutworkinghoursandqualityoflife.Foreachextracttherearetwotasks.ForTaskO
•Thebarchartbelowshowsthesalesfiguresofacollegebookstorewhichwasbrokendownintodifferentcategoriesaccordingto
ReadthefollowingarticleabouthowHaierachievesitsgoalofbeingamainstreambrandintheUSandthequestionsontheoppo
随机试题
目标集聚战略
下列哪些情形不能数罪并罚?()(2010年卷二第58题)
建设项目信息信息管理遵从的基本原则不包括()。
蓄电池母线的固定方式有()。
根据《工程建设项目施工招标投标办法》,下列情形应按废标处理的有()。
《巴塞尔新资本协议》引入了计量()的内部评级法。
D企业长期以来计划收购一家营业成本较低的服务类上市公司(以下简称“目标公司”),目标公司当前的股价为18元/股。D企业管理层一部分人认为目标公司当前的股价较低,是收购的好时机,但也有人提出,这一股价高过了目标公司的真正价值,现在收购并不合适。D企业征求你对
有人认为,所有的人文素质,最后都在是否“自觉”的内化中得到印证。人难免会迷茫、做错事、遇到各种挫折,关键就在于,能否有足够的、合理的文化资源和文化能力来纾解压力,以说服自我、超越自我。人要活出幸福的滋味,就必须得对自己有充分的认知。所谓自知之明,自知之后,
最早提出“自我效能感”这一概念的心理学家是()
TheGreatTransformationiscausedbyWhyisitimpossibleforpeopletobuildaremarkablenewcivilizationtoday?
最新回复
(
0
)