By Jean-Paul Larcon
This publication examines the increase of chinese language businesses in overseas markets over the past twenty years of speedy growth of the chinese language financial system. The fruit of a collaboration among top enterprise faculties, HEC Paris and the varsity of Economics and administration of Tsinghua college, it offers a finished review of the techniques of chinese language multinationals when it comes to overseas advertising and branding, M&As and foreign joint ventures, administration of expertise, association and human source administration, and so forth.
The suggestions of a number of recognized businesses are defined intimately, together with Baosteel, poultry, Haier, Hisense, Huawei applied sciences, Lenovo, Nuchtech, Petrochina, TCL, Tsingtao Brewery, Wahaha, Wanxiang, and so on.
Contents: company thoughts of chinese language Multinationals (Z-M Jin); China's move international coverage (Z-X Li); China's Outward international Direct funding (Z-X Li); The Internationalization technique of chinese language Multinationals (R-P Kang); foreign advertising and marketing ideas of chinese language Multinationals: The adventure of fowl, Haier, and TCL (Z-H Hu & G Wang); Technology-Based pageant and chinese language Multinationals (J-P Larçon & G Barré); Innovation and information move in chinese language Multinationals (D-H Li); company tradition and association of chinese language Multinationals (Y-H Wang); chinese language Multinationals and international price Chains Lenovo (F Duhamel); Alliances, Joint-Ventures and chinese language Multinationals (P Dussauge).
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Extra info for Chinese Multinationals
Acquired subsidiaries had to follow this model in order to increase control over the final user. The distribution network of Tsingtao Beer was classified according to three levels of population density: urban area — where the subsidiaries are located, the periphery, and special markets. Market share rose to 90 percent in urban areas and to 80 percent in small and medium cities after several months of network building. 3. Lessons from Integration Integration is the common trait between these two strategies.
This team introduced a quality assurance system based on ISO9000, as well as strict standards of quality management. Three vice-directors were in charge of leading the three project teams and were responsible for the transfer of management expertise and performance enhancement. Establishing Distribution Channels Tsingtao Beer marketing policy is to sell directly to the consumer and to exert a strict control over the distribution network. This policy included door-to-door service for example, which means direct selling to final consumers.
This team introduced up-to-date and effective management techniques such as competition among executives for management positions, optimization of work organization, tendering and bidding procedures for large procurements, marketing methods, and cost management. The second team was in charge of the enhancement of production technology by introducing Tsingtao Beer’s brewing technologies and processes. The third team was in charge of quality. This team introduced a quality assurance system based on ISO9000, as well as strict standards of quality management.