Outstanding: Hisense PEB: Five Steps to Winning in the Era of Product Homogenization

Author: Wang Ruiji
Publisher:
Publish Date: 2003-10-01
Features: The PBI discussed in this book is a model, or rather a "methodology," which is a summary and refinement of a marketing model and method that enables "standing out." It is based on Haier's extensive marketing experience and linked to classic Western marketing theories. The model, built upon several of Haier's classic successful product cases, elaborates on the principles, methods, and implementation strategies of "standing out," as well as its core business approaches and fundamental connotations. "Standing out" refers to the calm thinking and brilliant strategies and tactics employed by Haier Group in the fierce competition of the global home appliance industry, which have led to remarkable achievements. Since the late 20th century, the Chinese home appliance industry has undergone a "major reshuffle" in competition, with a widening divide between giants and smaller players. Some companies that could not adapt to market competition have withdrawn through various channels, while home appliance giants have emerged. As one of China's home appliance giants, Haier has moved away from the low-price speculation of price competition and entered a healthy development track of "technology leadership and masterful marketing." Haier's success is attributed to numerous factors. This book does not focus on corporate management systems but instead analyzes marketing strategies in depth, with a concentrated theme. It is one of the few worth-reading works among the marketing books published in recent years.