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海尔集团总裁张瑞敏1996年在四川出差时听说,洗衣机在四川农村销售受阻,其原因是农民经常用洗衣机洗地瓜,排水口一堵、农民不愿用了。张总回去后即要求技术人员开发能洗地瓜的洗衣机,技术人员对这条指令想不通,认为太“土”、太不“合理”,张总不以为然。洗地瓜洗衣机开发出来后,果然在农村市场大受欢迎。此举对海尔产品的信誉和市场占有率来说,可谓“锦上添花”。 洗衣机洗地瓜,乍一听委实有点“匪夷所思”,而恰恰是这“匪夷所思”里,蕴涵着海尔老总的大智大慧。首先,它体现了海尔人的发现本领。农民用洗衣机洗地瓜,它向生产经营者传递的信息是:农民有着用洗衣机洗地瓜的现实需求,能洗地瓜的洗衣机存在潜在饥饿市场。别人视而不见张总却敏锐地捕捉到了这一炙手可热的市场机遇,并抢先一拍选准了市场切入点。其次,它彰显了海尔人的创新意识。
Zhang Ruimin, president of Haier Group, heard from a business trip in Sichuan in 1996 that sales of washing machines in rural Sichuan were hampered by the fact that farmers used washing machines to wash their sweet potatoes, drain outlets, and farmers were reluctant to use them. After Zhang returned, he asked the technicians to develop a washing machine that could wash the sweet potatoes. The technicians couldn’t think of this directive and thought that it was too “earthly” and too “reasonable”. Zhang did not agree. After the washing machine was developed, it was really popular in the rural market. This move can be described as “the icing on the cake” for the reputation and market share of Haier products. Washing the sweet potatoes in the washing machine is actually a bit of “absurd thoughts”, and it is precisely in this “absurd thoughts” that contains the great wisdom of Haier. First of all, it embodies Haier’s discovery skills. Farmers use washing machines to wash sweet potatoes. The message it sends to producers and operators is that farmers have practical needs for using washing machines to wash sweet potatoes, and washing machines that can wash sweet potatoes have potential hunger markets. Others ignored Zhang but keenly captured this hot market opportunity and seized the first shot to select the market entry point. Second, it highlights Haier’s sense of innovation.