Chap 8 Chap 8 策略管策略管理理

第第 JJ組組9531024 陳妮均

9531048 陳映儒 9532013 駱承佑 9532026 陳冠旭 9532042 吳金融

9532054 歐惠晴 9533011 李金行 9533023 唐民聿 9533047 曾銘凱 9544004 黃美瑜

HaierHaier 公司簡公司簡介介

＊＊世界第四大世界第四大白色家電白色家電製造商製造商

＊＊全球員工總數超過 5 萬人

＊＊全球營業額 1180 億元。

HaierHaier 公司簡公司簡介介

＊＊英國英國《《金融時報金融時報》》評為評為 “ “ 中國十大世界級品牌”之首 中國十大世界級品牌”之首

＊＊中國家電市場的整體份額 達到 25 ％以上 --> 保持份額第一

＊＊累計申請專利 7883 項 平均每個工作日申請 2 項發明專利

HaierHaier 公司理公司理念念

1.1. 迅速反應，馬上工作迅速反應，馬上工作 2.2. 只有淡季的思想，，沒有淡季的市場3.3. 東方亮了，再亮西方。 4. 斜坡球體論

5. 日事日畢，日清日高

HaierHaier 公司理公司理念念

6.6. 人人是人才，賽馬不相馬人人是人才，賽馬不相馬

7.7. 先有市場，再建工廠

8.8. 先難後易，出口創牌

9. 每個員工都是 SBU( 策略事業單位 )

Discussion Discussion QuestionsQuestions

Discussion Discussion QuestionsQuestions1.What competitive advantages do 1.What competitive advantages do

you think the Haier Group has? you think the Haier Group has?

Discussion Discussion QuestionsQuestions1.What competitive advantages do 1.What competitive advantages do

you think the Haier Group has? you think the Haier Group has?

(a) 實物資源優勢

(b) 人力資源優勢

(c) 無形資源優勢

Discussion Discussion QuestionsQuestions1(b).What competitive strategy 1(b).What competitive strategy

does thedoes the

company appear to be company appear to be following? following?

Explain your choices.Explain your choices.

Discussion Discussion QuestionsQuestions1(b).What competitive strategy 1(b).What competitive strategy

does thedoes the

company appear to be company appear to be following? following?

Explain your choices.Explain your choices.

(c) 無形資源優勢

Discussion Discussion QuestionsQuestions2.What strategic goals does Zhang 2.What strategic goals does Zhang

have for Haier? have for Haier?

Discussion Discussion QuestionsQuestions

2.What strategic goals does Zhang 2.What strategic goals does Zhang have for Haier? have for Haier?

(1)Branding Stage 名牌戰略階段 僅專注於冰箱，在市場上創造『名牌冰箱』

全面品質管理→建立國內品牌形象

Discussion QuestionsDiscussion Questions

2.What strategic goals does Zhang 2.What strategic goals does Zhang have for Haier? have for Haier?

(2)Diversification Stage(2)Diversification Stage 多元化戰略階多元化戰略階段段

OECOEC 管理模式管理模式 Overall Every Control and Clear Overall Every Control and Clear

Discussion QuestionsDiscussion Questions

2.What strategic goals does Zhang 2.What strategic goals does Zhang have for Haier?have for Haier?

(3)(3) Internationalization StageInternationalization Stage 國國際化戰略階段際化戰略階段

市場鏈市場鏈

Discussion QuestionsDiscussion Questions

2.What strategic goals does Zhang 2.What strategic goals does Zhang have for Haier? have for Haier?

(4) Global-Brand Stage(4) Global-Brand Stage 全球化品牌戰略階段全球化品牌戰略階段

在各國市場創造出本土化的海爾品牌在各國市場創造出本土化的海爾品牌

Discussion Discussion QuestionsQuestions2.What strategic goals does Zhang 2.What strategic goals does Zhang

have for Haier? have for Haier?

Discussion Discussion QuestionsQuestions2(b).Do the company2(b).Do the company’’s strategies s strategies

appearappear

to be helping it reach these to be helping it reach these goals? goals?

Discussion Discussion QuestionsQuestions2(b).Do the company2(b).Do the company’’s strategies s strategies

appearappear

to be helping it reach these to be helping it reach these goals?goals?

The answer is YES!

Discussion Discussion QuestionsQuestions3.How might SWOT analysis be 3.How might SWOT analysis be

useful to useful to

Zhang Ruimin?Zhang Ruimin?

Discussion Discussion QuestionsQuestions3.How might SWOT analysis be 3.How might SWOT analysis be

useful to useful to

Zhang Ruimin?Zhang Ruimin?

SWOT分析表

Discussion Discussion QuestionsQuestions3.How might SWOT analysis be 3.How might SWOT analysis be

useful to useful to

Zhang Ruimin?Zhang Ruimin?優勢 (Strength)

1. 健康的整體形象，較強的品牌滲透力。 2. 理想的預購率 。3. 良好的服務口碑，具有競爭優勢 。4. 產品線寬，利於組合促銷 。5. 新品開發能力較強 。 ( 技術創新 )6. 物流管理先進，便於迅速反應市場需

Discussion Discussion QuestionsQuestions3.How might SWOT analysis be 3.How might SWOT analysis be

useful to useful to

Zhang Ruimin?Zhang Ruimin?劣勢 (Weakness)

1. 價格相對偏高，往往超出預購者的心理價位。 2.AV 、 IT 產品缺乏技術上的競爭力。 3. 缺乏真正的核心技術。 4. 管理、市場、技術人才與跨國企業存在差距。5. 過寬的產業領域限制了快速發展。 6. 忽視低端產品給同業競爭帶來劣勢。

Discussion Discussion QuestionsQuestions3.How might SWOT analysis be 3.How might SWOT analysis be

useful to useful to

Zhang Ruimin?Zhang Ruimin?機會 (Opportunity)

1. 消費者持幣待購心理削弱，換購需求加大。 2. 消費信心向強勢品牌集中，海爾品牌優勢顯露。 3. 家庭收入提高，家電換購更新速度加快。 4. 中國近年經濟快速發展的大環境帶來良機。5. 中國國民生活品質的提高帶來家電消費大增長。

Discussion Discussion QuestionsQuestions3.How might SWOT analysis be 3.How might SWOT analysis be

useful to useful to

Zhang Ruimin?Zhang Ruimin?威脅 (Threat)

1. 同業間相互競爭的程度高。2. 新進者的威脅高。3. 替代品的替代性高。4. 部分小品牌為求生存，引發價格惡戰， 造成行業性災難。 5. 供大於求的市場現狀及內外交困的競爭壓力。

Discussion Discussion QuestionsQuestions4. What other strategic 4. What other strategic

management concepts might management concepts might Zhang use to help him continue Zhang use to help him continue managing the Haier Group for managing the Haier Group for successful performance?successful performance?

Discussion Discussion QuestionsQuestions4. What other strategic 4. What other strategic

management concepts might management concepts might Zhang use to help him continue Zhang use to help him continue managing the Haier Group for managing the Haier Group for successful performance?successful performance?

速度，創新， SBU

Discussion Discussion QuestionsQuestions<< 速度方面速度方面 >> OECOEC 品質管理法品質管理法

『『日事日畢、日清日高；日事日畢、日清日高； 人人都經營、事事都創新人人都經營、事事都創新』』

Discussion Discussion QuestionsQuestions<< 創新方面創新方面 >> 市場鏈市場鏈

『『直接面對市場，獲取有價值的訂單直接面對市場，獲取有價值的訂單』』

『『執行國際化及多角化來降低成本執行國際化及多角化來降低成本 並開拓國際市場並開拓國際市場 』』

Discussion Discussion QuestionsQuestions<SBU<SBU 方面方面 > > (Strategic Business Unit)(Strategic Business Unit)

『『員工由被動到主動的經營 員工由被動到主動的經營 』』

『『主張品牌優先及優良售後服務以突顯主張品牌優先及優良售後服務以突顯 品牌價值品牌價值 』』

Discussion Discussion QuestionsQuestions5.What strategic leadership 5.What strategic leadership

characteristicscharacteristics

does Zhang Ruimin exhibit? does Zhang Ruimin exhibit? Explain. Explain.

Discussion Discussion QuestionsQuestions5.What strategic leadership 5.What strategic leadership

characteristicscharacteristics

does Zhang Ruimin exhibit? does Zhang Ruimin exhibit? Explain. Explain.

（ 1 ）爲公司訂定了明確的目標

（ 2 ）對公司的人力資源作積極的培訓 : 例如 海爾大學

（ 3 ）設定企業文化

報告結束報告結束

THE THE ENDEND