GIANT????????

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GIANT????????

• ???
• ???????
• Giant Bicycle Group
• 2009.11.16

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GIANT ??? ?????
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GIANT ??? ???
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????????? 2009.7/15-7/23 15?
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??EMBA 2009.5/27-6/4 20?
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?????? 2009.4/11-4/17 14?
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Taiwan Bike Day

• 2007 2009

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2007.05.05????25???Taiwan Bike Day??
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2007.05.05??????
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2007.05.05???????
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2007.05.05 Bike Day ????
?????
??????
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2008.05.04 ????
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????
2008.05.04 ????
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2009.05.03 ????
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2009.05.03 ?????
2009.05.03 ????
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??

• ??????
• ????????
• ?????????????
• ?????Branding?
• ?????Marketing?
• ??????????
• ????

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??????

• 1986 1990 ?USA?????
• 1990 1991 ?????????
• 1991 1992 ?RD????(RKD??)
• 1992.7 1998.7 GIANT CHINA????
• 1998 2002.11 ???TM??(Y2K??)
• 2002 ???????????
• 2000.3 2007.3 GIANT TAIWAN???
• 2002.11 NOW ?????????????
• 2007.7 NOW ???????

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???????Giant Global
Netherlands ?
Canada ?
? ? Europe
Tianjin ?
U.S.A. ? ?
? Japan
China ? ? ?
Shanghai ?
? ? ?Taiwan
Chengdu ?
? Manufacturing Centers (72) ? Marketing / Sales
Centers (11) ? RD Centers (4)
? Australia
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???????Giant Global
Consumers
GRP (Giant Retailing Partner)
GG
GF
GH
GUK
GE
GU
GJ
GT
GA
GC
GV
GK
CLM
C.Tech
GEM
GTM
GCM
GPM
GCC
GCT
GEV
ITAd.
TM
Giant Inc.
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?????????????

• 1972?????????
• ??????
• ?????????
• ???????(SCM)
• ?????CrMo????
• ????

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?????????????

• 1981?????????
• ?????????????
• ?????????????
• BMX??
• ?????,??????
• ??OPERATION?MERCHANDISING?LOGISTICS?SERVICES?MARKE
  TING?BRANDING???

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?????????????

• 1986????????????
• MTB?ATB????
• ??CARBON FIBER
• ??COUGAR MIYATA???
• WHY ???
• ?????????????
• ???FORMOSA
• ????

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?????????????

• 1986????????????
• ??
• ????????????
• ???
• ??????,????????
• ????????,??????
• ???????????????

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?????????????

• 1987??USA????
• ?????????,?????CBC
• CBC???
• ??????????
• ???GIANT?USA???????
• ????- ????????????????
• ????14?,??2000?

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?????????????

• 1987??USA????
• ????
• ?????
• ????,??????
• ???
• ??????
• CLOSEOUTS?

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?????????????

• ?????????????????
• ??NICHE PLAYER
• ?????
• ????????
• ??????
• ?????????????

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?????????????

• 1991??????
• ?????
• ????
• ?PHOENIX????
• ???????(1992)
• OEM???? (1992)
• GP?????(1993)
• ?????????,??????
• A-Team?????
• ?????50???????

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?????????????

• 1995??????
• ????????,DUMPING
• ??????,???????
• ?????VS?????
• 01??GTM??,??GTM??????
• 1996????????
• 2005????????
• 2006?????????
• 2007????????

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?????Branding?

• ???????
• ??????????
• ???????????
• ?????
• ?????
• ???????

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?????Branding?

• ???????
• ???????(??????????????)
• ???????
• ??,????
• ?????

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?????Branding?

• ????
• ??? ? ??
• ?????????????????????????????(??),?????????????
• ???????? CI?BI?VI

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?????Branding?

• ????
• ?????????,??????
• ????????????????
• ????????????,??????,?? ??????,????????

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?????????
?????????
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?????Marketing
BCG ?Growth-Share Matrix?
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?????Marketing?

• GUSA?????
• Y2K????
• QUALITYVALUE?INNOVATIONPERFORMANCE
• SERVICE???
• ??MARKETING-BIG BEAR ??

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?????Marketing?

• GUSA?????
• NRS?XTC?ALUXX?TCR?OCR
• ?????(???????)
• ????????
• RESELLER?RETAIL SUPPORTER
• ????,????

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?????Marketing?

• ????????
• ??????
• OEM?OBM???
• ????????
• ???? ??????

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?????Marketing?

• ????????
• ????- ????????????
• ????
• ?????
• ????

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?????Marketing?

• ?????????
• ????.??.??.??.??.???????
• ?????????
• ????????,????
• ?????????

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?????Marketing?

• ?????????
• ??????????????
• ?????????????
• ?????????
• ?????????
• ?????????????

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????????????
??????
Inc.
(3S?????????)
??
??
??
SBU
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????????????

• ????
• ?????????
• ?????????
• ?????????

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????????????

• ?????????
• ?????
• ????,?????????
• ????,??????????
• ??????????????

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???(Giant Talent Tree) ????????????

• ????

• ????
• e???
• ????
• ??????
• ????
• ??(??)??
• ????

???????
????
???
???
??????
???
???
??????
???
??
??????
??/??
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????????????

• INC?3S Strategy
• STRATEGY ?SUPPORT ?SERVICE
• SBU-
• FACTORYENGINEERING, MFG, SERVICE
• SALES COMPANYBRANDING?MERCHANDISING, LOGISTICS,
  SERVICE, SALES

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????????????

• LOCAL ?GLOBAL ?GLOBALOCAL
• TM-????,??????(PDM?POS?ERP.)?????(????????)
• LOCAL SUCCESS GLOBAL SUPPORT

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????????????

• GLOBAL GIANTLOCAL TOUCH
• NO.1NO.2
• O2 -THE ONE ONLY
• BE FIRST, BEST, OR BE DIFFERENT

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????????????

• 3T-TRUTH, TRUST, TEAMWORK
• 3S-SPEED, SIMPLICITY,SELF-CONFIDENCE
• ????,????,????

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????????????

• ????,????
• ???????????????
• ??????,??????????
• ?????????
• ?????,??????
• ?????,????????

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????????????

• ??????????
• ??? VS ???
• 80/20??
• ????,????

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????????????

• MBO
• KPI
• SOP
• ??
• G5
• ?????
• ??????
• ??????
• GPD
• GLOBAL TM

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????????????

• ????? BPR???????????PDCA
• ???? MBO???????????

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? 5 Questions
????????????

1. What the playing field looks like now?
2. What the competitions have been up to?
3. What you have been up to?
4. Whats around the corner?
5. Whats your winning move?

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????

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Thank you!