四川大学建筑学考研科目（Sichuan university architecture examination subjects）

四川大学建筑学考研科目（Sichuan university architecture examination subjects） 四川大学建筑学考研科目(Sichuan university architecture examination subjects) Ford -- a few drops The ford motor company has experienced several ups and downs since its creation in 1986, and we have found that each of its ups and downs is related to the company's marketing concept. At the same time, the author analyzes ford's successful experience and failure, and finally puts forward that ford should update the marketing concept to guide the operation in the new market environment. Key words: marketing concept, ford motor, general motors, model T, wild horse First, initial stage Ford motor co., located in Deere, Michigan, has a 200-acre steel casting plant, a glass factory and a 110-mile-long dedicated track. Ever since the successful trial of the first experimental car in 1986, Henry Ford, the automobile has become the main vehicle for people to replace horse-drawn carriages, and the automobile industry has developed rapidly. The auto makers are generally committed to high-grade car design and production, is the price expensive luxury cars, only a few rich people can afford, ordinary people don't. As A leader of ford car industry launched eight kinds of marked with A, B, C and so on letter of high-grade cars, expect these luxury cars can bring to the company more hot market, but just the opposite actually, ford's sales drop dramatically, profit was only about A third of the year before. The old ford was shocked that he realized that the car industry was going to grow and that it had to meet the needs of most people, not just the production of premium cars. Faced with the choice of the market, he decided to make a revolution in automobile manufacturing, make the car practical and popular, and go into the thousands of households. Ford first thought of the vast market in the countryside. He himself came from a peasant family and knew that what he needed most was a tool for farming. Not only is the car cheap, but it's also best to break it down into farm tools. This idea completely breaks through the previous car concept, very bold. Ford himself, carefully designed an all-purpose agricultural car - "model T". The new "T" modelling is simple, just like in the four wheels are installed on a big black box, can carry detachable parts are free to assemble into a variety of practical agricultural machinery, can be used to lumber, pumping, mixing, etc. To remove unnecessary attachments; A body weight has been reduced and the cost has been greatly reduced. It has an advantage, too, for country roads. At that time, there were not many normal roads in the interior of the United States, and the narrow roads in the Rocky Mountains and the narrow dirt roads of the Mississippi valley were typical. The "model T" is designed with a high chassis, which can run smoothly on bumpy roads like stilts. In 1912 ford hired James kuzne as general manager. Kuzne made three decisions after taking office: First, the decision to cut prices for the main product "model T" will be priced from $950 at the end of 1910 to below $850. Secondly, we set about reforming the company's internal production line according to the price of $850 per model T. In the new factory covers an area of 278 acres of first USES the modern large-scale accessories line, make the production speed by past 12.5 hours to produce a "T", to produce a 9 minutes, greatly reduce the cost. Third, there are more than 7000 distributors worldwide, and sales outlets are established. The success of these three decisions led to the "model T", which is the world's largest market share for the U.S. auto industry. In 1919, Henry Ford, Henry Ford, was sacked, and kuzne was fired, and ford became general manager. Ford adopted a low-price strategy, and by 1924, the price of each "model T" had dropped to $240; On the other hand, I also put forward "no matter what color the customer needs, my car is black", "take me as the main" strategy, with "black car" as the characteristic of ford motor company. By 1928, ford's market share had been overtaken by general motors. Two. Common attack General motors was founded in 1908 and controlled by the dupont consortium (it was established as general motors of New Jersey in 1916 and general motors in 1916). Before 1928, general motors was a small company with far less market share than ford motor co. Sloan took office in 1921, general motors based on the decentralization of power status of the general motors wrote the organization research, put forward the "centralized policy under the control of decentralized operations" organizational structure (later developed into the "group"), the balance of centralization and decentralization to obtain the very good. In 1923, Sloan was general manager of general motors. He has transformed the business organization and led the company's top leaders to run the business and make strategic decisions, and the day-to-day management is done by the ministry of business. "Car form diversification" is put forward at the same time, in order to meet the needs of consumers at all levels in the management policy, introduced advanced comfortable "Cadillac", "bill," Mr. Bates of intermediate car and low-level "Chevrolet". In 1923 it had a 12% market share, well below the ford motor company. In 1928, More than 30% of the market, more than ford motor company; In 1956, the market share was 53%, making it America's largest car company. In the early 1940s, ford, a veteran of the American car industry, was becoming an old man, and many of its original models and cars were in danger of being eliminated. 3. Mustang helps ford to regain its strength In the autumn of 1943, Henry Ford, 26, retired from the navy, to enter the ford motor company, in 1945 was appointed a general manager of the ford company, in front of him is a loss of $9 million a month on the verge of bankruptcy of the company. Henry Ford from the introduction of talents, the introduction of gm company deputy general manager Ernest bridge and several other senior management personnel, and hired ten during the war in the air force, known as "child prodigy" engaged in the work of management of young people, through the cost control, product development, make the company to profitability. In 1962, he served as general manager of ford motor company. He was determined to turn the tide and revive ford. Acocca first realized that ford's original model didn't look like it was in fashion. People prefer beautiful and trendy models, while ford has an outdated concept of design, neglect of appearance and a focus on vehicle mechanical properties. In some detail design, also for the user not considerate, such as the car without the luggage rack, causing inconvenience to people. In the study of the market, he found that the previous generation of car owners had grown old, and many were getting ready to buy a fancy new luxury car. In addition, children born in the baby boom after world war ii have grown up, only 20 to 24 years old people in the western world is increased by more than 50%, this generation pursuit of high-grade, fashionable, old models are difficult to meet their needs, and they are a huge automotive consumer groups. After the basic idea was established, acacama organized professional staff and began to fully design the new models needed by the market. The general model of the new car comes out, what name should be used to attract consumers? At the car name seminar, a designer referred to the invincible mustang fighter in world war I. The name immediately attracted the subfamily card, he thought, in a familiar fighter for car named, itself with a wild uninhibited, and "horse" can also make people produce lightning fast, the feeling of not stick to one, for a new generation after the second world war must have strong appeal. After the name was fixed, the designers made some improvements in the shape of the new car based on the name Mustang. They painted the body white, but the wheels were painted red, the bumper of the bumper bent upward, and the whole car looked as if it were a stallion who was strutting forward. They also designed the car's logo into a wild horse, mounted in front of the car. The new car really became a wild horse. He was pleased with the performance and shape of the new car, and the next thing he looked at was how to use an advertising campaign to capture the heart of a new car. As for the AD campaign, acocca emphasized the overwhelming, irresistible feeling. We decided to go to multiple channels: to launch a press war, to let the broad advocates understand the new products; Direct sales to consumers; In the best time to advertise, implement continuous advertising campaign, large outdoor advertising. His efforts have not been in vain, with four million people flocking to ford's stores to buy new cars on the first day of the market, with sales of 418,812 in the first year, a stunning record. Case specification The purpose and purpose of the case Learn about the evolution of marketing ideas through several instances of ford. Let the students realize that in the course of enterprise development, the success or failure of the enterprise has a significant relationship with the marketing concept. Familiar with the characteristics of various marketing concepts. Second, inspiration to think questions 1. From the rise and fall of ford, analyze the evolution of the company's marketing concept? 2. What are the successful experiences and failures of ford in the course of its development? 3. In the face of the new marketing environment of the 21st century, how should ford update its marketing concept? Analysis methods Stage 1: the early premium models didn't benefit the company, but it led to a big drop in sales. Ford has a high and distinctive product, which is at the stage of product concept. Because the market is the most limited, resulting in poor sales, the enterprise has been frustrated. Stage 2: "model T" goes to the world, and the market share ranks first in the industry. Ford is committed to cutting costs and building sales outlets so that consumers can buy products anywhere. At this time, the company is in the production concept guidance marketing stage. Stage 3: rigid concept, the position of industry leader is not guaranteed. "No matter what color the customer wants, my car is black" - the "I'm the main" strategy makes it possible for gm to come and go. Ford constantly perfecting the "T", continuously improve the quality, lead to "marketing myopia", properly to focus on product, rather than on demand, is staying in the product concept stage, at the same time, continue to reduce costs, to a certain extent also mixed with production concept. Because there is no corresponding main product, it is necessary to cut costs significantly to turn the company around. The policy of war directly led to ford still stuck between production concept and product concept. Stage 4: the mustang was a huge success, a stunning record. "Wild" launch that ford can determine the correct target market needs and desires, more effectively than competitors supply target market need, so the marketing concept stage. 2. Successful experience: the introduction of "model T" adapted to the needs of social development at that time, which met the needs of consumers and made ford a huge market and rapid development. Ford implemented, the minimum wage of $5 compensation system, which support the article is in Xiao U.S. economy, the company won the great reputation, making the car workers can become the owner of the car. Ford insists on the goal of producing high-quality and low-cost cars, constantly changing the product and process. Innovative spirit and emphasis on product development: ford has broken through the concept of cars and designed a universal farm car - "model T". Subsequently, akkka organized the professionals to design new models and launch the "mustang" sedan. Attaches great importance to the introduction of talent: Henry Ford has introduced the general motors vice general manager of Ernest bridge and several other senior management personnel, and hired ten during the war in the air force, known as "child prodigy" engaged in the work of management of the young people. The lesson of failure: marketing myopia, market reaction slow. Not adapting to changes in social development and customer needs. Old ford insisted that the company's future lies in the low price production for the mass market car, stubbornly insist on the idea of production as the center, said "no matter the customer need what color of car, my car is black". Although the product quality is constantly improved, the product is too unitary. The business owners are overbearing on the company's development. Ford's self-styled self-proclaimed lead directly led to a sharp decline in ford's market share in the 1920s. 3. How should ford update its marketing concept Promoting social marketing concepts and social responsibility (balancing corporate profits, consumer needs and social interests). Adhere to product innovation, Timely introduction of energy saving, environmental protection and the ability to take into account customers' individual needs. It is necessary to make a proper decision to break down the market, and pay too much to meet the needs of a certain group. Attaches great importance to the relationship marketing, and in order to guide enterprise management: with the government, suppliers, products manufacturers (such as oil companies) to establish a good relationship, form a union, reducing the threshold of entering a new foreign market, reduce product cost, shorten the supply chain, to provide more support for our products. Improve the service level of existing customers, improve customer satisfaction, and maintain long-term contact; Emphasize the care of customers, make existing customers become new customers, reduce the additional cost of developing new customers. To provide customers with all-round services to promote the development of their own business, especially in developing countries, to help consumers in these countries realize the desire to buy cars (finance, insurance). Contributing to society, not only as a duty, but as a long-term investment. What the enterprise produces is the "intersection" of market demand and enterprise advantage, and the final selection criteria should be made to achieve the maximum expected return on investment. Market demand is very rich, in today's information transmission is very fast, what main production according to the enterprise's own how comparative advantage and its advantages are in good agreement with the demand of the market to make decisions. Marketing idea to construct a clique of consumers, suppliers, competitors and middlemen, but only attach importance to the development trend of technology, product improvement, competitive advantage and the changes of consumer preferences, and ignores the value of a wide range of people and the needs of the development of society, is the narrow understanding of the marketing concept. Every marketing idea has been adapted to the development of productive forces at the time. As the product of a certain historical period, marketing concept is restricted by the level of productivity development and has the limitation of history. Although many enterprises used the marketing concept to guide business, but may not be able to succeed, it's not a question of marketing idea, and should belong to the marketing concept improper execution. Background information On June 4, 1896, Henry Ford's first car drove up the streets of Detroit. On June 16, 1903, Henry Ford and 11 initial investors signed the company's founding documents. On October 1, 1908, ford introduced the model T. On January 9, 1911, the old Henry Ford stock had a lawsuit against selden syndicate, which enabled ford motor company and all other car manufacturers to stop paying patent fees for internal combustion engines. On October 7, 1913, ford established the first automobile assembly line in hailan park, which almost increased the assembly speed by eight times. On January 5, 1914, old Henry Ford announced that the minimum daily wage of the eight-hour workday was $5. On February 4, 1922, ford acquired the Lincoln brand. In 1935, ford pioneered the Mercury brand, which filled the gap between ford's products and upscale Lincoln products. On February 1, 1942, ford halted the production of civilian cars and turned to military production. On April 26, 1948, ford launched its first new model after world war ii. On April 17, 1964, ford launched Mustang, and in 1966 it sold 1 million Mustang cars just two years after production. On December 8, 1996, ford became the first and only car company to make its entire production plant (140 of the 26 countries in 26 countries) certified by ISO 14001. On June 16, 2003, ford celebrated its centenary. The key points As the lifeline of the enterprise, the marketing concept can be used as the navigation standard of the company's advance, so as to become a big and strong enterprise, so as to be a century-old store. This case is to tell us the role of marketing in the development of the enterprise, the enterprise should not pursue the technical achievement too much, otherwise it will be trapped in the predicament of the closed door. In order to meet the market demand, the market changes to the research and development, the production specified direction, can guide the enterprise to the right direction development. Suggest classroom planning Adopt the study form of group discussion = 1 \ * GB3 guide teachers and students to read cases together. (6 minutes) The students are divided into groups of five, one of whom is the group leader and is discussed by the group leader. (4 minutes) The groups are under collective free discussion under the group leader. (20 minutes) = 4 \ * GB3 each group will select a group of representatives representing the group to make a statement. (12 minutes) = 5 \ * GB3 teacher to summarize and summarize. (8 minutes) The case discussion takes about 50 minutes [JimiSoft: Unregistered Software ONLY Convert Part Of File! Read Help To Know How To Register