大学体验英语3unit3passageB省公开课金奖全国赛课一等奖微课获奖PPT课件.pptxVIP

ReturntoMenu

1/71

FindoutwhyHaierhasbeensosuccessfulonthewayofbuildingitsbrandname.

2/71

1. DoyourfamilyhaveaHaierproduct?Ifyes,describeit.

Open.

Reference:

3/71

2. WhyisHaiersosuccessfulintheU.S.?

ItisHaier’smarketingstrategythatworksthesuccess.

Reference:

4/71

ReadAboutIt

LanguagePoints

ContentAwareness

LanguageFocus

ReadingSkillPractice

TranslatingSkillPractice

5/71

HaierSeeksCoolU.S.Image

6/71

Andsofarthestrategy,whichmaysignalthewayforfuturecampaignintheU.S.marketbyotherChineseconsumerproductscompanies,maybeworking—atleastaccordingtotwoarmsoftheworld’slargestretailerWal-MartStoresInc.

“It’snotaboutwhetherthey’remadeinChina,”saidMelissaBerryhill,aspokeswomanforWal-Mart’sSam’sClub,whoselastholidayseasoncatalogfeaturedablackHaiercoolerwithsmokedglassdoorsthatisbigenoughtochill30bottlesofwine.

7/71

“They’reanexceptionalvalue,”shesaidofthe$300luxurymachine,soldalongwiththemoreordinaryHaierchestfreezerthatcostsabout$160.

Wal-Mart’smaindiscountoperationinAprilbegansellingthechestfreezersinhalfofits2600stores,whilemostofitsstoressellatleastoneoftwoversionsofcompactrefrigeratorsmadebyHaier.

“They’repopularandbeatingourexpectationsonsales,”saidWal-MartspokesmanRobPhillips,whoaddedthattheHaier4.6cubicfeetand5cubicfeetfreezerscostaboutthesameasGeneralElectricCo.’scomparableproducts,sellingforaround$169.

8/71

9/71

“Whenthosecollegekidsusingourlittlerefrigeratorsgrowupandmarry,wewantthemtobethinkingofusfortheirfirstfridge,”saidMichaelJemal,HaierAmerica’spresident,whowasHaier’sfirstU.S.distributorbeforesettinguptheunitin1999.

HaiermayneedtodependlessontheChinesemarketbecauseitislikelytofaceanincreasingchallengeonitsownturf.China’sentryintotheWorldTradeOrganizationwillope