Outstanding--Hisense PBI/Winning in the Era of Product Homogenization: Five Steps to Success: Hisense PBI/Winning in the Era of Product Homogenization: Five Steps to Success

Author: Wang Ruiji
Publisher:
Publish Date: 2003-10-01
Features: The PBI discussed in this book is a model, or rather a "methodology," summarized and refined from the extensive marketing experience of Hisense over the years, linked by classic Western marketing theories. It presents a marketing model and methodology that enables "standing out." The model is built upon several classic successful product cases of Hisense, elaborating on the principles, methods, and implementation strategies of "standing out," as well as its commercial approaches and fundamental connotations. "Standing out" refers to the calm thinking, brilliant strategies, and tactics employed by Hisense Group in the fierce competition of the domestic and international 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 Some companies that could not adapt to market competition have withdrawn through various channels, while home appliance giants have emerged.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, Hisense has moved away from the low-price speculation of price competition and entered a healthy development track of "technology leadership and brilliant marketing." Hisense's success can be 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 noteworthy works published in recent years among marketing books.