Mr. Jack Welch, who was named "World Manager" by Fortune magazine from 65438 to 0999, described the company he led as follows: General Electric Company is the largest diversified service company in the world, and it is also a provider of high-quality, high-tech industrial and consumer products. In the history of GE's development 108, there are countless exciting events, all of which lead GE to greater success. In the early 1980s, General Electric reduced its bloated 350 business departments to 65,438+00 core business departments, becoming an industry leader. This is a diversified company, 1 1 business groups are ranked separately, and 9 of them can enter the world's top 500. Ge's culture contains such ideas and methods as "teamwork", "speed", "borderless" and "lateral learning".
On the question of how brands are embodied in people, Dennis Encarnation, a professor at Harvard University, made a survey and found that 173 CEOs of Fortune 500 companies in the United States went out from GE. If we had a good understanding of GE's operation system and personnel system, we wouldn't feel sensational. GE has a set of methods to assess and motivate employees, and the requirements for employees are "both red and professional", that is, both GE values and performance. Employees can participate in the "360-degree" evaluation, so that your boss, colleagues, subordinates and customers can evaluate you from different angles and perspectives, and let you know how to improve yourself. The company requires managers to divide employees into several grades, which are the best 100%, the second best 75%, the middle 50% and the worst 10%. For the best 10% company, they get rewards and training, while the worst 10% company gets nothing. Managers should sit calmly with their subordinates, tell them their position in the company, tell employees the truth as soon as possible, let them know, and let employees make continuous progress every day. GE has never done anything for a pure brand. For example, GE has hardly advertised in China. What GE prefers to do is to introduce itself to professional fields and existing and potential customers, so that they can understand that "GE" is a good company. If it is cooperation, "GE" is the best and most trustworthy company.
It takes a long time to sort out a well-known brand, and GE has a history of one hundred years. But building a famous brand is not only a matter of time. What is the most important thing to build a famous brand?
Every business group of GE is the first or second in its industry field, because GE attaches great importance to "customer demand". Customers' demand for services is more and more than ever before, and GE has officially gained unlimited business opportunities from "customer demand". For example, GE's financial service system carries out business from credit card issuance to insurance, from structured financing to container leasing, and up to 40% of its profits come from it. While most people still associate GE with manufacturers, GE has penetrated into customers, providing high-quality products and high value-added services. For another example, GE's aircraft engine maintenance is to provide customers with the maximum service. This business has also changed GE from a supplier to a partner, expanding the profit margin.