GE IC758COWC12PCX128

GE从来没有为了纯粹品牌而做过什么。比如说，GE在中国基本没有做过广告。GE更愿意做的事情是向专业领域、向现有的和潜在的客户介绍自己，使之了解“GE”是一个很好的公司， 如果是合作，“GE”是最好的和最值得信赖的公司。

一个知名品牌的梳理需要相当长的时间，GE就有长达百年的历史。但塑造一个知名品牌也绝不仅仅是一个时间问题。究竟树立一个知名品牌最重要的是什么？

GE的每个业务集团都是其行业领域的第一或者第二，是因为GE最大程度地关注着“客户需求”。从来没有像现在这样，客户正在需要越来越多的服务，GE正式从“客户需求”中获得了无限商机。比如说，GE的金融服务系统所开展的业务从信用卡发行到保险，从结构融资到集装箱租赁，有高达40%的利润来自于此。在大多数人还把GE同制造商联系在一起的时候，GE已经深入到客户当中，在提供高质量产品的同时提供了高附加值的服务。又比如说，GE的飞机发动机免拆卸维修，就是为客户提供最大限度的服务，而此类业务也使GE从供货商变成一种合作伙伴，拓展了利润空间。

GE has never done anything for a pure brand. For example, GE has hardly ever done advertising in China. What GE is more willing to do is introduce itself to professional fields, existing and potential customers, so that they understand that "GE" is a great company, and if it is a partnership, "GE" is the best and most trustworthy company.

The sorting out of a well-known brand takes a considerable amount of time, and GE has a century long history. But shaping a well-known brand is not just a matter of time. What is the most important thing to establish a well-known brand?

Each business group of GE is the first or second largest in its industry, because GE focuses to the greatest extent possible on "customer needs". Never before has GE gained unlimited business opportunities from "customer needs" as customers are increasingly demanding services. For example, GE's financial services system generates up to 40% of its profits from credit card issuance to insurance, structural financing to container leasing. When most people still associate GE with manufacturers, GE has already penetrated into customers, providing both high-quality products and high value-added services. For example, GE's aircraft engines are free from disassembly and maintenance, providing customers with the maximum possible service, and this type of business has transformed GE from a supplier into a partner, expanding its profit margin.