Quality realizes with brand strategy
Triangle group, with tire produce management is predominance, operate concurrently a fine chemical engineering, machine electricity to maintain, three produce ministrant large business enterprise group.Only 13 inside of the years, the triangle group fixed assets, clean property increased respectively 2500%, 1500%, officers and workers year person all the income increases on originally 2300 dollar foundations 3600%, attain 17000 dollars, the total amount carries out benefit tax 2,800,000,000 dollars, up hand over tax gold 1,800,000,000 dollars, the exit creates to remit USD 430,000,000.The triangle group becomes a local tire business enterprise to supply inside need with the main force of outside Mao export, sell a sum to lead domestic to go together.The product is once starting to set up hard brand image on the market at home and abroad and become going together the first”Chinese famous trademark” of industry.
But only is 13 year agos, the triangle group still a management loss in business, hard is after of business enterprise.Cross over for 13 years, of huge change, contain deep reason.Numerous economists, manage to learn a house to go and see triangle, get a rule that business enterprise develop:Manage, will strict of, the management of small science seep through each nerve ending of business enterprise process.
The rule is simple, even Chien invited some.However this see the simple rule is in the triangle but extended endless of strength.
The quality manage:Held tight a root
The quality is the place of key which wins consumer and the quality innovation is the main battlefield that the business enterprise creates brand.This see the simple business enterprise circulate rule, but is the root which decides business enterprise victory or defeat.The triangle group always believes firmly, “lack a dependable quality control, is canning stick a lane at that time just on the market.”
The main product tire that the triangle group conduct is a special consumer goods, live continuously raise of the level along with people, in addition to pursuing economic function, people’s safe adaptability to the tire also put forward a more and more high request and also put forward higher request for the production of tire.
The triangle group not only only stops in the inside quality characteristic and the outside quality characteristic to the definition of the oneself product quality, not only only carry on a control to the quality on the function, external appearance, shape, style…etc. of the product, the group knows a product of work preface quality and work quality decide a product of quality quality, so the group extend the quality concept to produce a work preface of each link and employee work of the each one step had the business enterprise high standard quality concept suddenly and thus.Work preface quality, mean that the tire produces a work preface from cradle to the grave each time can stability ground the ability which produce a qualified product;The work quality means management work, technique work and organization work of business enterprise to attain quality standard and exaltation product quality of assurance degree.The quality management principle of triangle group thinks that the product quality is just the comprehensive reflection of the work preface quality and work quality.Therefore, the triangle group manages quality to extend a business enterprise to produce whole processeses of conduct the activities, what to emphasize is a quality formation of each part of organic contact, mutually the relation of check and supervision.
Owing to the understanding breakthrough of product quality management, is exactly the quality management of triangle group then can science has a preface of propulsion.
First, the quality has to have a good product to make to carry a body.Although the son noon tire has become the main current of tire development currently, however ten several year agos, when the national industry policy promote a tire to change generation, the reaction of market is still very mild.The triangle group initiative takes aim at a newly arisen market and have a foothold strongly develop the son noon foetus establishment to market for the company to create the product strategy of brand.The group passes a hard analytical market and seek quasi- push forward son noon, the foetus strategically corresponds a point and change direction a development center of gravity the whole steel son noon a foetus;Excellent turn in the meantime original inclined hand over foetus product structure, realization and rival of the difference turn.The triangle group rob in advance one-step won a scale performance before the occurrence graveness of the market structure change, the company had already become the production ability of 5,000,000 sets of meridian tires currently.
Secondly, around a quality of good science norm of the product establishment manages system.The triangle group established the management system of the complete set quality according to the development characteristics of business enterprise oneself, was the system, quality of the target management to trace back to system and standardize management system, quality control system respectively.The company wants to aim at market circumstance and internal quality problem annually, put forward the quality target which has already aimed at sex and breakthrough, and carry on in multiple layers resolving implementation, practice key quality index sign to the each production car the leadership collectively contracts for and practice whole companieses to the quality management and the technique section comprehensive the quality index sign contract for, practice many section consociations to contract for towards involving a various quality problem, formation the responsibility common body.Pass perfect correspond of encourage a stipulation mechanism, practice quality veto power system, insure the smooth realization of quality management policy, target.
The quality of triangle group trace back to the system arrives customer in the exterior again from supplier to each work preface, from original material, zero partses arrive the semi-processed goods arrive a the whole set of system of the finished product again.The quality problem which appears in the production line, can pass an information system’s index to investigate original material to buy to each each operation work of work preface, become the mechanism that the whole memberses be responsible for the whole processeses that the tire produce thus.Always value quality to manage for group several years of standardize a work, continuously pursue a business enterprise inner part to build up 1 this business enterprise characteristics only of, ability the quality system of the valid movement, promised the stability of product quality and keep on an exaltation.
The quality control system is a triangle finally guarantee of the management of the group quality.It promises that the product quality trust uses in the life span the same period toward the tire customer, if appear breakdown, the business enterprise would like to compensate to correspond loss.The quality of the triangle group management from produce realm again extend to circulate realm, make it have no place not at.The group produces the cooperation unit out of the realm and internal each link technique, management and conduct the job, mission, legal power of activity thin turn, build up organization organization and the feedback system of the quality information which unifies these activities, become an integrity of quality management system organism.
The triangle group think that there is no the assurance system of quality, the quality management has blemish.But the group emphasize the assurance system which to build up, the key link is efficiently intelligent the information feedback of the quality management system.The group flows to carry on careful and attentive collections and organization to the related information and include market need trend, customer’s opinion, work preface quality form, unqualified rate, craft regulations…etc..These quality informations are end to become group to carry on quality decision, draw up a quality plan, organize quality improvement, direct and control a production line and moderate an everyone noodles quality the basis of the activity.
The brand manage:Lead the one step as target
The triangle group always puts brand management at the company strategic height to treat, made sure the target of “found a nation border advanced business enterprise, create well-known brand in the world”, surround brand to constuct this inside heart and continuously push forward strategy innovation, quality innovation, science and technology innovation, market creative.
The success that the triangle brand manage, in addition to holding tight opportunity, resolute expand local son noon foetus market thus made sure to lead of new product, and pass a quality management to make a product to always keep high level outside, more important pass technique innovation to continuously raise “gold content” of product.
Produce the son noon foetus beginning from the hurl, triangle what to have been walk be the technique creative road of a “persistence ego development for the lord, integrate a foreign advanced technique”.While being the specific weight of enlargement science and technology devotion continuously.Technique development fee assurance of group every year shares to above 3% of sales income and the full assurance product gets stripe a request of change the generation.From”85″ up to now day, the triangle group total amount withdraws a technique development expenses 400,000,000 dollars or so.What the technique development of group walk BE”usher in-Digest-innovation”of road son, gradually become from the core technique for have and product line.company 2 kinds of whole steel usher in by at the beginning son noon foetus product, develop to 28 kinds of current specifications, more than 60 specieses, the product function attains international top-grade level. half steel son noon viviparous productivity dint, specification and species amount, technique function index sign significant promote.company successively reform more than 40s an old product, completed a car, light card, carry a heavy car three greatest serieses 56 kinds of specifications more than 100 species son noon the research of the foetus a development, cross-country and light card son noon foetus the series and engineering’s son’s noon’s foetus’ series’ product’s etc. filled up local blank and act for import, recently is develop of intelligence tire the item leads nations more go together an industry.
The company has already owned 34 science and technology results of independent development currently, and get national patent.
Two is to integrate science and technology innovation.The establishment chooses a result a conversion from the topic and manage to encourage to investigate from the progress each in the center science and technology of the link creative process manage system;The establishment includes technique and ushering in, cooperating of talented person, training at inside of science and technology creative ability system;The establishment includes the science and technology innovation of the technique innovation, intelligent property right protection…etc. of crowd to promote system.In the aspects of strengthenning a core technique a development, group successively with American University of Arizona, in many schools with well-known and high house in the section hospital, Chin Hua university…etc. and research hospital, at new material application, new technique research, new product development etc. the realm built up a research cooperative relation, for help the high and new technique to start to build industry terrace toward the market conversion as soon as possible.
Three is the strength which holds good technique innovation and technique reformation.The innovation carried out the renewal of product to change generation, but technique the purpose of the reformation be a decrease to consume work, economical material.The triangle group is promise product quality under the premise, the expansion forerunner’s operation method, attain to consume work thus little, use a purpose of anticipate Gao in the province, performance.
The ultimate end target of brand management is the approbation which lets the brand get a market.Triangle be aware of, make an approbation that the new product card gets a customer, not only need the quality of high level, but also need to create a market, become an efficiently healthy market luck camp system, continuously raise satisfaction and product good reputation degree of customer.The triangle group always thinks that quality management and market innovation of brand aren’t two skin, but one be whole.”The wine is fragrant also afraid that the lane son is deep”, again good quality’s also wanting be being unveiled on the market.Triangle group market’s principle of the marketing BE, at the local market, the work policy of the establishment”with satisfy market need for direction, take insuring a performance growth as core, with the cash flow biggest is foundation, with the emollient market adjust to control for means” and the basic principle of”unify market layout, family brand image, unify marketing passage, unify quasi- into the mechanism”, strict programming sale district, norm operation mode, gradually build up special contract store or of the sale form of chain store, company and dealer and customer gradually became more stable of, the benefits share of the market Niu take a relation.
At international on the market, although the triangle price is higher, depends on the product development which subdivides a market and has already aimed at sex, won the local customer’s approbation, also for extended an international market quota to lay foundation further.
