经典教材：海尔新入职员工培训

创新是海尔文化的灵魂海尔集团海尔文化----企业的灵魂郑州海尔工贸有限公司人力资源部部长郑俊杰2004年海尔实现全球营业额预计突破1000亿元，同比净增约200亿元，是20年前的29000多倍。年平均增长68%。2004年是海尔营业额增长最多的一年。海尔成为中国第一个规模过千亿的拥有自主品牌的集体企业海尔发展概况海尔发展概况国内市场优势国际市场优势2004年12月24日，中怡康公司发来贺电：第一，海尔是名副其实的中国第一品牌：海尔在中国家电市场的整体份额已达21%，大大领先于竞争对手；第二，海尔在白色家电市场上处于垄断地位：海尔白色家电市场份额为34%，已经大大超过国际公认垄断线；第三，海尔在小家电市场上后来居上：海尔小家电市场份额为14%，已经超越小家电传统强势品牌而位居第一。据2004年市场统计显示：海尔小冰箱、酒柜在美国市场占据第一的市场份额；海尔洗衣机在伊朗占据第一的市场份额；海尔空调在塞浦路斯占据第一的市场份额。序号品牌型号零售量（台）零售量占有率（%）零售额（万元）零售额占有率（%）平均单价（元/台）1海尔BCD196FT131393.95%21213.16%16142海尔BCD208K/A78662.37%18882.81%24003容声BCD209S/E57091.72%12541.87%21964海尔BCD130H54151.63%6660.99%12305海尔BCD179K46351.39%6550.98%14136海尔BCD153T40081.21%5830.87%14547LGGR-175PVL36651.10%5660.84%15448海尔BCD168K/A35091.06%6721.00%19159海尔BCD188KA32910.99%7031.05%213710海尔BCD151T/G31500.95%4530.67%143711LGGR-206SVL28700.86%4830.72%168212LGGR-181SL27000.81%3840.57%142113海尔BCD181T/G24340.73%3550.53%145714荣事达BCD17124010.72%3570.53%148715伊莱克斯BCD170K23690.71%3990.59%168516西门子KG21V7523670.71%6821.02%288217容声BCD163G21790.66%2820.42%129418海尔BCD205F/T21760.65%4140.62%190019荣事达BCD181C21300.64%2840.42%133220新飞BCD173K20200.61%3010.45%1491海尔得票数10　　　　　　　　　　　2冰箱8080分析序号品牌型号零售量（台）零售量占有率（%）零售额（万元）零售额占有率（%）平均单价（元/台）1海尔KFR-32GW/Z184303.15%35352.58%19182海尔KFR-23GW/Z150372.57%21421.56%14243格力KFR-32GW/K(3258)132682.27%24971.82%18824美的KFR-32GW/DY-Z76241.30%12530.91%16435格力KFR-23GW/K(2358)73541.26%10890.79%14816美的KFR-22GW/DY-Z69901.20%8330.61%11927海尔KFRd-48LW/Z64451.10%19301.41%29958格力KFR-26GW/K(2658)62801.07%10730.78%17099海尔KFR-35GW/H55310.95%14151.03%255810海信KFR-2619GW/BPR55020.94%11000.80%200011奥克斯KFR-25GW/H47550.81%5690.42%119712春兰KFR-35GW/T45160.77%9180.67%203213美的KF-22GW/Y-Z44610.76%4600.34%103114LGLS-L3210HK41900.72%7150.52%170715美的KFR-32GW/DY-T340700.70%7920.58%194616长虹KF-25GW/L39250.67%4040.29%102817海尔KFRd-50LW/G(ZXF)36810.63%16491.20%447918科龙KFR-32GW/N1F34000.58%5600.41%164719松下CS/CU-A1225KW33980.58%7910.58%232720格力KF-23GW/K(2338)31630.54%4090.30%1294海尔得票数5　　　　　2空调8080分析序号品牌型号零售量（台）零售量占有率（%）零售额（万元）零售额占有率（%）平均单价（元/台）1海尔XPB20-3266932.19%1890.60%2822小天鹅XQB42-198G40961.34%4331.37%10583海尔XQS50-2839161.28%9783.10%24974LGXQB42-11837961.24%2930.93%7725海尔XPB50-23BS36531.20%1980.63%5426荣事达XPB65-192S35601.17%2230.71%6277海尔XQS45-88833881.11%7052.23%20818海尔XQB45-10B33431.10%4191.33%12539荣事达XQB50-98832031.05%3010.95%94110海尔XPB56-21S30621.00%1730.55%56411爱丽肯德CE-242430611.00%490.16%16112海尔XQB42-62HD29710.97%2540.80%85513荣事达XPB56-588SL29020.95%1490.47%51414爱妻号XQB42-P40028390.93%2860.91%100915海尔XQB40-63DZ27280.89%2750.87%100816海尔XQSM26-1025810.85%3381.07%130917海尔XPB61-22S25490.84%1580.50%62218荣事达XQB45-931G25360.83%2870.91%113119海尔XPB55-23DS25300.83%1590.50%62720小天鹅XQB40-83024930.82%2280.72%914海尔得票数11波轮8080分析滚筒8080分析序号品牌型号零售量（台）零售量占有率（%）零售额（万元）零售额占有率（%）平均单价（元/台）1海尔XQG50-BS70825886.05%5874.69%22672海尔XQG52-D80821194.95%6325.04%29803西门子EXTRA155016333.82%4333.46%26524LGWD-N8006015713.67%3382.70%21535西门子Family165014833.47%4383.49%29516海尔XQG50-BS80814503.39%3652.91%25167西门子EXTRA800XS14183.32%4183.34%29488海尔XQG50-D55811682.73%2902.31%24799西门子LIVE1800XS10462.45%3232.58%308410西门子Silver500010132.37%4093.26%403311海尔XQG50-BS90810072.35%2902.32%287912西门子QUICK609952.33%2131.70%214113海尔XQG52-D6089892.31%2371.89%239214海尔XQG50-92BX9302.17%1661.33%178615海尔XQG50-BS12689162.14%4033.22%439716西门子Silver2800XS7571.77%2892.31%382317海尔XQG52-D7087391.73%2121.69%287118LGWD-N800907211.69%1461.17%202619海尔XQG50-S12167051.65%3372.69%478020海尔XQG52-D10086751.58%2301.84%3406海尔得票数11　　　　　　　1冷柜8080分析序号品牌型号零售量（台）零售量占有率（%）零售额（万元）零售额占有率（%）平均单价（元/台）1海尔BC/BD190S19863.71%2292.98%11532海尔BC/BD210S16053.00%1992.58%12393新飞BC/BD18815632.92%1712.22%10944海尔FCD188S14252.66%1722.23%12055海尔FCD208S11032.06%1461.89%13226新飞BC/BD25810071.88%1491.94%14817澳柯玛PCD-1959811.83%1011.32%10328海尔BC/BD260S8251.54%1241.61%15069新飞SC/SD1687851.47%680.88%86010海尔FCD258S7621.42%1151.49%150611海尔BC/BD1687511.40%1361.76%180612新飞BCD2277321.37%1051.36%143113海尔BC/BD160S7051.32%760.99%107914新飞SC2086701.25%1091.41%162015澳柯玛PCD1976181.15%690.90%111616海尔FCD-158S5871.10%660.86%112317新飞BC/BD2165641.05%620.81%110618海尔FCD228S5351.00%760.99%142419小天鹅BD/BC1555240.98%650.85%124320海尔SD159B5150.96%1421.84%2750海尔得票数11　　　　　　　4热水器8080分析序号品牌型号零售量（台）零售量占有率（%）零售额（万元）零售额占有率（%）平均单价（元/台）1海尔FCD-JTHA40-III52673.35%3530.21%6702海尔FCD-JTHA50-III30901.97%2480.15%8013阿里斯顿D50SHE24811.58%1830.11%7394海尔FCD-XJTHA60-II18811.20%2520.15%13395海尔FCD-XJTHB60-II18241.16%2660.16%14616万和JSD11-5.5A(平面方角)17941.14%530.03%2937海尔FCD-516341.04%550.03%3348阿里斯顿D40SHE14310.91%980.06%6869海尔FCD-JTH60-II14150.90%1100.07%77810林内RUS-10FE3C13880.88%2030.12%146611万家乐JSD16-T80A13300.85%850.05%64012海尔FCD-XJTHA50-II12880.82%1610.10%125013万和JSD12-6B(平面方角)12700.81%370.02%29214海尔FCD-XJTHB50-II12580.80%1730.11%137615史密斯CEWH-50P11990.76%1520.09%126616金友ZDLKIIIA2-5011840.75%730.04%61417海尔FCD-JTHA60-III11460.73%1160.07%101418海尔FCD-XJTHA80-II11280.72%1840.11%162919能率GQ-1003AFE10020.64%1280.08%127620樱花SCH-10889790.62%1290.08%132010海尔得票数微波炉8080分析序号品牌型号零售量（台）零售量占有率（%）零售额（万元）零售额占有率（%）平均单价（元/台）1LGMS-1903T96264.84%