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案例編號: MKT-0568
被浏覽次數: 939 次
案例名稱: 三一重工:撬動業績增長新支點(微案例)
譯名: Sany: prying the new fulcrum of performance growth
案例作者: 杜剛,張麗佳,李佳,張金花,楊舟
作者單位: 華東師範大學
指導者:
譯者:
背景單位名稱: 三一重工
行業: 機械、電機工業
規模: 大型
案例涉及的職能領域: 營銷部門/資本運營部門
案例語種: 中文
案例長度(頁): 8 頁
案例類型: 決策型
中文關鍵詞: 三一重工;銷售模式;按揭貸款;融資租賃;微案例
英文關鍵詞: Sany;sales model;mortgage loan;financial leasing
中文摘要: 三一重工在世界工程機械制造業裏排名前五,並且有著“世界泵王”的美譽。憑借強大的設備制造技術和國家政策的支持,三一重工發展迅猛,業績斐然。但是從2012至2016的5年時間裏,國內經濟增速放緩,工程設備市場經曆寒冬、整個行業遭遇斷崖式下滑。依賴信用銷售模式的三一重工意識到想要在未來立足市場,不能僅僅依靠政策的便利和少數優質大客戶的青睐,要跨過寒冬逆境,就要面對智豬博弈,要更多重視發展下遊中小企業這片廣闊而充滿未知得市場。只有“大豬”、“小豬”攜手並進,才能一起生存壯大。但是如何與“小豬”們合作,在養大他們的同時,不用擔心自己吃不飽呢?三一重工徘徊猶豫在兩種産品信用銷售模式——按揭銷售和融資租賃。然而,哪一種方式更有利于自己的市場地位和未來發展,這成爲三一重工眼下重中之重的考量。
英文摘要: Sany is definitely a leader in the world's construction machinery manufacturing industry, and has the reputation of "world pump king". With strong equipment manufacturing technology and national policy support, Sany has developed rapidly and has achieved remarkable results. But in the 5 years——from 2012 to 2016, with the domestic economic growth slowing down, the engineering equipment market experienced a cold winter and the whole industry suffered a cliff type decline. Relying on the model of credit sales, Sany realizes that in the future, they should not only rely on the convenience of the policy and the favor of a few high quality customers, but to cross the cold winter adversity,they should face the game of boxed pigs, and more attention should be paid to the development of the small or medium-sized enterprises in the lower reaches and develop the unknown market. Only upstream and downstream enterprises going hand in hand can make the both survive and grow together. But how do we cooperate with the "Little Pigs" to raise them without worrying about their lack of food? Sany hesitates in two ways of product marketing -- mortgage sales and financial leasing. However, which way is more conducive to its market position and future development? This has become the most important consideration of Sany.
適用對象: 經營管理人員,本科生,碩士生,博士生,工商管理碩士(MBA),
編寫方式: 采編
案例年代: 2018
案例入庫時間: 2018-12
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