打造国际品牌 提高企业经济效益——以格力电器为例  

Building International Brands to Enhance Economic Efficiency of Enterprises——Taking Gree Electric Appliances as an Example

作　　者：黄广群[1] 

机构地区：[1]安徽警官职业学院,安徽合肥230031

出　　处：《安徽警官职业学院学报》2014年第1期115-117,共3页Journal of Anhui Vocational College of Police Officers

基　　金：2012年安徽省高等学校优秀青年人才基金项目<我国外贸企业国际品牌的创立与维护策略>(项目编号:2012SQRW255)的阶段性成果

摘　　要：任何一家企业其生产经营的核心目标就是追求利润,因为利润是企业的血液,如果没有利润,企业就无法生存,更谈不上长足发展。经历了一场全球性的金融危机后,在全球经济举步维艰、市场需求持续不振的大环境下,海内外家电巨头纷纷陷入困境。然而在激烈的国际竞争市场上,在国内劳动力和原材料价格不断提升、难以取得核心技术突破的情况下,格力电器却做出了非常明智的抉择,即通过专业化生产、实施精品战略、走国际化道路打造国际品牌,进而提升格力产品价格、获取规模经济效益、吸引优秀人才、占领国际市场并实现供需双赢,最终使格力电器成功实现了迄今为止、全球首个依靠单一品类突破千亿元的家电品牌,从而保持了格力电器在全球家电产业中的霸主地位,让"中国制造"再次领跑在全球家电行业的最前列。The core objective of any business enterprise is the pursuit of profit, because profit is the blood without which businesses cannot survive, let alone achieving long-term development. After a global financial crisis, the global economy is in trouble, the market demand goes down, and many home appliance giants are entrapped. Meanwhile, the international market competition is fierce, the domestic labor and raw material prices are rising, and breakthroughs in core technology are difficult. Despite these obstacles and unfavorable circumstances, Gree Electronic Appliances maintains its dominant position in the global home appliance industry. The success lies in its wise strategies： specialized production, high-quality strategy, internationalization and building an international brand, etc. These strategies enhance the price of Gree products, secure the profit of scale economy, attract elite talents, occupy the international market and achieve a win-win solution for both supply and demand. Eventually Gree successfully becomes the world＇s first appliance brand to sell over one hundred billion worth with only a single category products, so that ＂Made in China＂ again becomes the leader of the global appliance industry.

关 键 词：国际品牌 经济效益 格力电器 品牌形象 规模经济 

分 类 号：F270.3[经济管理—企业管理]