LEADER 03918nam 2200577 450 001 9910810317803321 005 20230807212229.0 010 $a1-84464-129-5 035 $a(CKB)3710000000311390 035 $a(EBL)1935094 035 $a(SSID)ssj0001432716 035 $a(PQKBManifestationID)11850337 035 $a(PQKBTitleCode)TC0001432716 035 $a(PQKBWorkID)11406064 035 $a(PQKB)11452916 035 $a(MiAaPQ)EBC1935094 035 $a(Au-PeEL)EBL1935094 035 $a(CaPaEBR)ebr10992221 035 $a(OCoLC)897810687 035 $a(EXLCZ)993710000000311390 100 $a20141218h20152015 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 12$aA Chinese firm goes global $ethe Gree story /$fChen Zonglin, Zhou Xibing 210 1$aReading, England :$cPaths International Ltd. :$cSPM,$d2015. 210 4$dİ2015 215 $a1 online resource (189 p.) 225 1 $aCases in Modern Chinese Business 300 $aDescription based upon print version of record. 311 $a1-84464-113-9 320 $aIncludes bibliographical references. 327 $aCover; Title Page; Contents; Preface; Foreword; Introduction; Chapter 1: Marketing Strategy Makes Gree a Winner; 1. The Supremacy of Marketing Channels; 2. The Direct Sales Model; 3. Keeping Creating Customers; Chapter 2: Top Priority for Brand Building; 1. The Made-in-China Brand Becoming World Famous; 2. Core Technology to Build the World Famous Brand; 3. Promote the Industrial Spirit, Power the Self-owned Brands; Chapter 3: No Limits in Management; 1. Zero- Defect Quality Management; 2. Based on Proprietary Intellectual Property Rights 327 $a3. Characterization of ERP: the Turning Point of Strategic Transformation4. Specialization Forging Gree's Competitive Strength; Chapter 4: Customer-oriented Services; 1. Pre-Sale Services and In-Progress Services Are More Important; 2. Set the Highest Global Service Standard; 3. Beyond After-Sale Services; Chapter 5: Overseas Market Expansion; 1. Embarking on Globalization; 2. Occupy the International Markets First, Build Factories Second; 3. The Localization Strategy of Globalization; Chapter 6: Confronting Channel Intermediaries; 1. Breaking with GOME and Fight for the Final Say 327 $a2. No Regrets in Breaking With GOME3. There is No Eternal Enemy In Business World; Chapter 7: Facing Three Major Difficulties; 1. Breaking through the Markets of First Tier Cities; 2. Cutting the Big Distributors and Forging the Terminal Brand; 3. Facing the Internal Control Dilemma; Chapter 8: Future of Gree; 1. Gree's Sprinting for World Number One; 2. Forging the Number-one National Industry Brand; 3. There Is a Long Way Ahead; Afterword; Bibliography; About the Reviewers; Copyright 330 $aThis book examines the success of Gree Electric Appliances (a major Chinese appliance manufacturer), taking a close look at Gree's marketing, branding, management strategies, and services, together with information on how they compete with overseas companies, and how they deal with intermediaries. The book also highlights the problems experienced at Gree, the challenges successfully conquered, and its possible future paths. As part of the practical new Cases in Modern Chinese Business series, the book offers revealing insights and analysis on how business is done in China. The series provides 410 0$aPaths International cases in modern Chinese business. 606 $aElectric household appliances industry$zChina 615 0$aElectric household appliances industry 676 $a338.7683830951 700 $aZonglin$b Chen$01663765 702 $aXibing$b Zhou 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910810317803321 996 $aA Chinese firm goes global$94021329 997 $aUNINA