tcl历史上的2个经典战役（2 classic battles in the history of the TCL）.docVIP

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2017-09-05 发布于河南
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tcl历史上的2个经典战役（2 classic battles in the history of the TCL）.doc

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tcl历史上的2个经典战役（2 classic battles in the history of the TCL）

tcl历史上的2个经典战役（2 classic battles in the history of the TCL） Although the TCL groups product line is very wide, covering communications, black appliances, white goods, network products, electrical products, but the TV and the two products TCL group is absolutely the main source of profit, the total proportion of the turnover reached 82%, the proportion of total gross profit reached 90%. TV and is the two victory has milepost TCL history effect. 1. large screen color TV TCL to enter the TV market started relatively late, TCL not only no factories, even the TV production license are not received. TCL has been able to achieve great success, mainly rely on four tactics: First, in the big screen strategy, which at the time to complete product line for the luxury TV industry is with no predecessors (then even what Ruyi television such small factory is a large medium and small size, full color) this is not only for TCL at the end of 90s cut into the high-end market to provide a good reference, even Hisense is to learn from the successful launch the frequency of revolution; Second, speed channel strategy against scale: in mid 90s, Changhong channels rely on Zheng Baiwen and other major dealers, then general agent channel model, channel disadvantage is multi-level, channel inventory, channel price confusion, unable to penetrate the two or three class city, not to mention the depth to the county-level market. TCL profound understanding of this point, the establishment of direct sales branches in the two or three city, directly to the retail supply, TCL has set up 7 regions, 32 branches, 180 business department and can cover the county-level city sales network of retail outlets, far more than Changhong, the channel is also more peripheral detailed and in-depth. This channel model is set up though difficult, but also difficult to manage, but the power is far greater than the general agent of Changhong, relying on the advanced TCL TV channels, quickly became the top three, to 2001