Chapter 953

If we follow the historical track, the construction of domestic CDMA network will be stopped because of a military ban on business, and Samsung's development of China's communication market will also be in trouble. Not only Samsung, Hg another electronic giant LG's development of China's communication market will also be in trouble.

The setback of some businesses in the regional market is not fatal after all. Even if Samsung's development of China's communication market was frustrated, the subsequent strategic adjustment was not very timely. It was not until China Unicom re established a national CDMA commercial network in 2001 that Samsung would improve in China's mobile phone market. However, Samsung's mobile phone rose strongly after 2001, becoming second only to Motorola and Motorola in the global market Nokia is the third largest mobile phone manufacturer. But anyway, if we can follow the track of history, Jinhu won't have to worry about the threat from Samsung in the domestic mobile phone market until at least 2001.

Unfortunately, Jinhu is a very, very big butterfly for the domestic mobile phone market; With the strong rise of Jinhu, Samsung gave up its full dependence on the large-scale commercialization of CDMA experimental network in advance and began to strengthen the development of G * * digital mobile phones.

Zhang Ke is very clear that the product development and market development strategy of Jinhu in mobile phone business actually draws lessons from the experience of Samsung after 2001 and 2002. At this time, Samsung adjusted their business strategy in digital mobile phones. Jinhu's mobile phone business has to urgently consider the pressure from Samsung.

Zhang Ke was wearing only one shirt. Although he said the tan wool shirt with excellent thermal insulation performance, it was really nice to wear a shirt on the head at the end of November and December. Looking up at the treetops blown by the night wind, Zhang Ke smiled and said to Li Xinyu, "I really don't feel it. Winter is coming. It's very touching..."

"I am much more free than you, and remember the first time I saw the fall of Wutong leaves," Li Xinyu said with a smile. "I just didn't expect you to feel the same for the seasons."

Zhang Ke doesn't feel that spring hurts autumn here. Instead, he thinks that there are only a few months left in 1998, and the most difficult moment of the Asian financial crisis is about to turn over. At this time, he feels that the economic crisis that lasted a year and a half ago is too short.

It's too short.

Although the Asian financial turmoil has made Japanese and Korean electronics giants more aware of the importance of the Chinese market, it has also made these Japanese and Korean electronics giants more cautious in their actions in the new market. The increasingly severe financial situation has also made the marketing budget more strictly controlled - at the same time, China's marketing economy burst into dazzling light in the middle and late 1990s, The marketing cost has risen sharply, which makes the original marketing budget of Japanese and Korean electronics manufacturers increase, but they can not keep up with the increase of cost in time.

The most typical case is the CCTV Biao Wang advertisement. When it first appeared on the stage of history in 1995, the bidding price was only 30 million. In 1996, IDA offered an 80 million bidding price to lay the foundation of Jinhu. At this time, the CCTV Biao Wang fired a sky high price of 350 million for Kewang in 1997. The huge loss of Kewang made the Biao Wang phenomenon subside, and Xiang Xuehai won this year's Biao Wang with 180 million.

During the hospitalization of Zhang Ke and Zhai Danqing, CCTV held the fifth advertising and investment promotion conference. This time, both Xiang Xuehai and Aida stopped. Next year's CCTV Standard King will compete at a high price of 260 million.

Although Aida did not compete for any standard King, in 1998, Aida spent nearly 500 million on the marketing of its products in the domestic market. At the same time, Samsung spent only $50 million on marketing in the Chinese market this year - this data is definitely Samsung's trade secret, but it will no longer be a trade secret after next year, so it's not strange for Zhang Ke to know this data - this is Samsung's marketing investment after it is determined to vigorously explore the Chinese market.

Samsung's product categories in the Chinese market are much more than Aida's, but its marketing investment is less than Aida's. There is also a problem of localization adaptation. It is natural that Samsung's performance in the Chinese market in 1998 was far less outstanding than Aida's.

This is the situation in 1998 - the Asian financial storm is about to dissipate, and Samsung, which is responsible for $17 billion, is about to survive the worst crisis in decades and come out of the mud like dilemma. How much will Samsung invest in marketing in the Chinese market next year? How much will the total marketing investment in the global market reach?

In addition to Samsung, hglg and Japanese electronics manufacturers, how much will they increase their marketing investment in the booming Chinese market after going through the most difficult crisis?

For those electronic manufacturers with conservative and traditional business style, Zhang Ke can rely on the previous experience to speculate. For enterprises such as Samsung and Toshiba with courage to innovate and change and stronger adaptability, Zhang Ke can only sigh that Jinhu is already a big butterfly, and the previous experience is not enough to learn from.

What a headache. How can the economic crisis pass in the blink of an eye? Zhang Ke has a hunch that the competition will be more intense next year, and Jinhu seems to be more active.

Zhang Ke accompanied Li Xinyu to the library deposit office to get back his coat. His body had been warmed up by running. Li Xinyu put on his lake blue coat and stood on the corridor in front of the library hall, looking at the square in front. For some reason, the fountain on the square was spraying water column into the sky, and the white and crystal water column was woven into a curtain wall.

"What do you think of Samsung?" Li Xinyu asked Zhang Ke.

"Me," said Zhang Ke, glancing at Li Xinyu, with his pure and charming face and eyes as quiet as the night sky above his head, "Samsung is the object of our study..."

"Why learn from Samsung? Aren't you better in the Chinese market?"

"I'm not as ignorant as you think - catching up with Britain in three years and surpassing the United States in five years is the slogan of China's great leap forward period. At this time, the Chinese people are quite pragmatic," Zhang Ke smiled and said to Li Xinyu, "First of all, behind the high-end product market, we must rely on cutting-edge technology. At this time, we are far inferior to Samsung. Of course, we are far more distant than Japanese enterprises, and our investment in technology is far from comparable with Samsung. In addition, Samsung has strong adaptability to the market. We dare not say that we can do better than Samsung, but we can be sure that Japanese enterprises should pay more attention to this Worse than Samsung... "

"Oh, you also think Samsung has the possibility of surpassing Sony..." Li Xinyu sighed lightly. She didn't realize what kind of information her words would bring to Zhang Ke. Of course, she didn't have much sense of identity with the family, was close to Zhang Ke, and didn't have much vigilance. It can even be said that she subconsciously expected Zhang Ke to lead Jinhu to give Samsung a hard and shining lesson and make the men of the family a little less arrogant.

Zhang Ke has read a biography about Li Jianxi several times, which is also the only biography confirmed by Li Jianxi himself: Li Jianxi officially proposed the digital integration strategy aimed at surpassing Sony within Samsung in the spring of 1999 after the economic crisis eased. The digital integration strategy is to guide Samsung Electronics to "one of the leaders of the digital integration revolution" The goal of this strategic plan is to integrate Samsung Electronics' consumer electronics, information and communication products, televisions, personal computers and the online and offline world to promote the revolution of digital integration. In order to cooperate with this strategic plan, Samsung also launched "golden marketing" Plan. Before 1999, the popularity and appeal of Samsung brand in the market were far weaker than that of Japanese electronics manufacturers. In order to build a world famous brand comparable to RB Sony, Samsung Electronics will increase its marketing budget by $1 billion in the next five years.

So it seems that even if Samsung's entire digital integration strategic plan is not fully implemented in advance, at least some strategic plans have been implemented in advance, and focus more on the Chinese market.

Zhang Ke felt that his shoulders could not help tightening a little on such a cold night, and Samsung's response was earlier than what had happened in history.

Returning to the apartment with Li Xinyu, Zhang Ke saw that Wei Lan had indeed moved all her personal belongings to the Danqing room downstairs. He could only smile bitterly. He went to Zhai Danqing's room to get his coat, and sun Jingmeng was there. He said to Zhai Danqing: "Make a plan. I want to advance the senior manager meeting to early December, so that the following member enterprises can have time to adjust their plans for next year."

Many member enterprises form the whole of the Jinhu system in the form of cross shareholding. The traditional collective decision-making mechanism of the board of directors of joint-stock companies is no longer suitable for this complex system. Zhang Ke decided to convene a meeting attended by senior managers on the basis of the former large project Department of IDA group to jointly negotiate and decide on the future development direction of the whole system - in the Jinhu system, senior managers against Japan The management authority and decision-making status of regular affairs will also be higher.

Once this senior manager meeting forms a convention and an effective mechanism, Jinhu will initially have the foundation as a consortium, and will not fall into the dilemma of collapse due to the accidental factors of individual death.

This accident especially made Zhang Ke feel that it is necessary to promote the convening of senior manager meetings and form a fixed mechanism as soon as possible. Who has ever had such an experience as Zhang Ke can be less optimistic about life and death, but we must pay attention to the future of Jinhu.

Holding a senior manager meeting is not simply to gather all the senior managers who are qualified to participate in the meeting. The first time can be rudimentary, but no matter how rudimentary, the topics and relevant materials of the meeting should be prepared in advance and handed over to the senior managers.

Of course, another important task is to determine who is qualified to participate in this meeting. The senior managers participating in this meeting will be the core management of Jinhu system and will jointly take charge of this economic empire.

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