BEC商务英语 / 第九章 Unit 9 Sales and Promotion / 第1节 Dialogue 1 Building Company Image and Competitiveness
提要与知识

(Aimee is a young reporter of Business Daily. Today shes going to interview Mr. Calvin William, the Marketing Executive of Green Corporation Ltd., which is a quite famous company in Electric Appliances industry. The interview is taken in the Company Display Room.)

场景:产品存列室   人物: Aimee、Calvin


Aimee: Good afternoon, Mr. William. I’m Aimee Collin from the Business Daily. Thank you for meeting me in the midst of your busy schedule.

Calvin: Sure. Nice to meet you, Aimee.

Aimee: Nice to meet you. First of all, please allow me to congratulate Green for being ranked in the Fortune Magazine as one of Chinese 100 Top listed companies for 12 consecutive years.

Calvin: Yes, thank you, Aimee. We’re proud of that too. Green is the only manufacturer in Chinese air conditioning industry honored as "World Brand".

Aimee: That’s really amazing. Mr. William, why do you think Green can make such great achievement?

Calvin: Oh, I think creating a company is similar to gardening, you know. Just as some plants complement each other to create a pleasing whole, your marketing strategy, communications, product and marketing position should all work together to create the image you desire. At Green, we have a firm business philosophy: “Action makes future and innovation makes achievement.”

Aimee: Well, that’s impressive. Can you explain some more specific details about this?

Calvin: Sure. At Green, we put high value on technology department. With the unlimited capital investment for technology development, Green has established and developed the world leading research centers. Those innovative technology achievements have provide unlimited  power for the sustainable development of Green’s central position in air conditioning manufacturing.  

AimeeAs far as I know, Green’s annual production capacity grows from 20 thousand sets to over 60 million sets in just 23 years. That’s quite remarkable.

Calvin: Yes, it is. Thanks to the sustainable innovation, we’re rapidly developing all the time.

Aimee: I see. In the past two decades, Green has received numerous awards in management, technology, marketing etc, both domestically and internationally, could you tell us how Green build its company image during the rapid process of self-development?

Calvin: Well, the saying goes, “Your brand is what other people say about you when you are not in the room.” So the brand image is an intangible item and it's as important as the raw materials you fashion into a tangible product.

Aimee: With the hyper-connectivity and transparency of market, some critics claim that companies are losing control of its customers and employees. Is that so?

Calvin: Well, yes. Such statements are rare, but in Green we believe in a “Be fair, Be open, Be dedicated” management policy, and we seldom try to “control” our customers or employees.

Aimee: Could you be more specific about that?  

Calvin: Sure. Let me give you an example. The famous American band, Radio-head, once released a new album called “In Rainbows” with its pay-as-you-like policy online. And buyers determine the price, but the offer is exclusive and only stood for a limited amount of time. But the album sold more copies than previous releases as ever.

Aimee: Wow, that’s amazing.

Calvin: Yes, it is. What I mean is that companies can collaborate with customers for creative ideas, design and product. That’s what Green has been committed to doing all these year. Our products are sold widely in more than 200 countries and regions, while our air conditioners are sold in over 100 countries and regions. We have been exerting every effort to provide global users with products of high-tech and high quality.

Aimee: I’m sure that your company are quite good at doing that, Mr. William. The ballet dancer Alonzo King once said, “What’s interesting about you, is you.” So, do you think that works for branding as well?

Calvin: Well, I believe that for the true selves of companies to shine, openness is paramount. For instance, one of our company ideas is "customer-oriented”, and we have our products classified into 20 categories, 400 series and over 7000 models, which satisfy demands for all market segments.  

Aimee: Now I see what you mean, Mr. William. By building the right identity, consumers can influence the perception of their brands and in the long term create image that they are after.  

Calvin: Absolutely.

Aimee: Mr. William, my last question, how do you see the future of Green?

Calvin: Well, industry observers say that there are two development directions for air conditioner: one is intelligence and the other is energy conservation and emission reduction. Green has obvious technology advantages and strong product competitiveness in those two aspects. Therefore, we can predict that Green will continue to be the leading enterprise of central air conditioner in China.

AimeeOK. Thank you so much, Mr. William.

Calvin: You are welcome.

  • mr.lu

    评论时间:2017-05-09 22:04:24

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