在“C”战略，以“T”型战略，该战略是坏的四年

2006年就其新品牌进入长虹发布的“商业战略3C战略”，在2007年6月TCL集团也宣布其新的品牌战略，被称为“创意感动生活“（”TheCreativeLife“），我们称之为”T“型战略。这两项战略有两种常见的，其中一个是：是咽下的业务和品牌推广各种有关的新战略所带来的苦果后，在2004年推出以来，长虹刚刚风暴走出经济参考报37.0亿2006年，TCL集团还宣布了19亿美元的经济参考报;第二是：这两个战略是没有例外，“乙”（坏）的战略，扶贫战略。

{zh0}的品牌战略，推动多类别多品牌战略，品牌发展模式的发展模式是树，但很明显的现实更像是企业的保护伞。犯了一个大伞，然后把所有的产品，根据该堆的，荤的战略和战略性质的T旗下的是两种业务展示代号为“C”和“T的两大保护伞”。
多年来
，里斯和鳟鱼一直强调多元化和品牌延伸到了企业的严重后果，即使是“哈佛商业评论”也作出的结论“未经检验的品牌延伸行为削弱品牌意识，购买现有的联系人块掩盖亏损。“不过，中国企业很少能听到这样的建议。企业将迁出毫无例外，通用电气的例子来说明这种多样性和可行的品牌延伸。艾?里斯先生在这个问题上令人振奋的工作回答说：“首先，通用电气公司是一个126年的企业;第二，他是爱迪生的创始人，前身是爱迪生电力公司众所周知的。如果你有126年历史上，如果您的企业，也是电力的发明，那么美好，你去正确的品牌延伸。“我们在这里要补充另一个事实，事实上，通用电气公司的一个品牌延伸，是更多的技术垄断使用工业产品领域中的主要消费者面前，是照明产品。

模范生：格力

二零零五年，在家电行业中的有关中国电器“回归基本营销的大辩论”行业市场中所造成的持续低迷，一些专家的意见“应关注对消费者的需求“，但也有专家建议”应该在产品和创新为重点“，以及关于”要引导创新“，这些意见是有道理的，但仍然没有击中问题的重视。对电力行业的市场营销问题的根源，因为问题的症结是疯狂的盲目扩张和多元化和品牌延伸。

看起来好像他听到老调重弹，但不采取例外，格力的例子可以证明这一点。格力的是，我们要大力推进从图像，或机构的观点大规模的中文品牌，似乎远不如格力海尔，但是从品牌竞争力的角度来看，远远低于格力海尔，格力，甚至可以说，在最有前途的品牌，中国目前的家电产品。格力为何如此强大，很多人把注意力放在格力独特的渠道模式，实际上，格力渠道模式很特别，但是这不是一个强大的品牌格力键，可有什么巨大国美电器景点，使格力的渠道？格力赢，因为消费者的心。

格力可能只是生产世界上{wy}的空调的家电企业。 2006年，国内空调市场萎缩，格力销售增长了20％以上的国内市场占有率接近30％。测试品牌竞争力的指标，是在电力行业，格力家用电器几乎是{zz0}钱的企业集体疲软的直接利润之一。 2006年利润超过800亿元2007年，保持每年增长百分之五十。只要其战略重点不会改变，我们预计格力将有机会成为全球空调行业的代表，成为真正的{sjj}品牌。格力不这样做尝试的小家电产品广泛就是一个例子，格力幸运的是，小家电数目不评分。

不幸的是，真理永远掌握在一小部分人手中，看看格力替代已成为家电行业。最近“中国企业家”杂志发表了“美的”与“资本专访何享健总裁解放”美国“，”关于首都角色的问题。此外，“美国”，美国加强了许可证冰箱和洗衣机，促进，而且是一块的悲剧正在上演。

走出泥如何？重新聚焦

以史为鉴，我们可以看到的兴衰，历史总是惊人的相似。在90年代初，华尔街的愿望日益强烈，使美国的公司已经成为一个多元化的泥潭。艾?里斯先生承担的“聚焦”战略首当其冲，导致通用电气公司的“一”革命。今天的家电企业的困境，比历史重演的。作为一个学者读“聚焦”之后我说：“中国企业在一个多元化的这么多弯路感动，但经证实艾?里斯先生已经作出了结论。”

中国企业需要重新集中，重点可以提高产品的实力;重点可以掌握市场的趋势和新的要求，以便集中兵力集中，更重要的是着重于改善认知混乱，以赢得市场。
在我们的攻击海尔
家电“套”无法实现，同时实质性的成功，我们也看到一些好的迹象：今年，海尔先后推出了自主品牌产品，包括一些高开尾冰箱品牌“萨博”的前景。我们认为，海尔的品牌需要进一步集中，如果诺基亚不能作为一个重点，一个地区的高度，你可以学习西门子。西门子移动电话切断，在直接面向家庭的消费性电器，并逐步向集中的冰洗业务，这是西门子在中国取得成功，关键原因。

Appliance industry diversification and brand extension into the quagmire

“C” strategy to “T” strategy, the strategy is bad 4 years

2006 Changhong on release of its new brand to enter the 3C strategy of “C strategy”; in June 2007 TCL also announced its new brand strategy, called “Creative Living touched” ( “TheCreativeLife”), we call it “T” strategy. These two strategies there are two common, one of which is: are ingesting a wide variety of businesses and brand extension brought about by the bitter fruit of the new strategy after the launch in 2004, Changhong had just storm out of the Economic Information Daily 3700000000, 2006 , TCL also announced a 19 billion Economic Information Daily; second is: these two strategies are, without exception, “B” (BAD) strategy, poor strategy.

best brand strategies are driven by the multi-category multi-brand strategy, brand development model of its mode of development are the tree, but obviously the reality is more like corporate umbrella. Made a big umbrella, and then put all the products are under the umbrella to the heap, C strategies and strategic nature of T is the two businesses Show codenamed “C” and “T” of the two major umbrella.

Over the years, Rees and trout have been emphasizing diversification and brand extension to the enterprise of the serious consequences, even the “Harvard Business Review,” also made the conclusion “untested brand extension acts to weaken brand awareness, purchase an existing contact block to cover up losses. ” However, Chinese enterprises can rarely have heard such advice. Enterprises are expected to move out, without exception, GE examples to illustrate this diversity and viable brand extension. Ai ? Mr. Rees has done on this issue exciting replied: “First of all, General Electric is a 126-year enterprise; Secondly, he is the founder of Edison, formerly known as Edison Electric Company. If you also have 126-year history, If your enterprise is also the invention of electricity, then OK, you go right brand extension. “Here we would like to add another fact, in fact, an extension of GE brand is the use of more technology in a monopoly of industrial products the field, in the face of the main consumers are lighting products.

model student: Gree

2005 years, the home appliances industry remains in the doldrums caused by the Chinese about the Chinese electrical appliances industry marketing of “returning to the fundamental marketing” of the great debate, some experts advice “should be concerned about consumer demand “, but also have expert advice” should focus on products and innovation “, as well as the emphasis on” should channel innovation “, these views are justified, but still not hit the problem. The root of the problem of electrical industry are marketing, the crux of it is crazy blind expansion and diversification and brand extension.

looked as if he was hearing the same old tune, but do not take exception to, Gree of examples that prove this point. Gree is that we should vigorously promote the Chinese brand, from the image, or body mass of view, it seems far less Gree Haier, but from the brand competitiveness point of view, far less than Gree Haier, Gree and even can be said that China’s current household electrical appliances in the most promising brand. Why Gree so powerful, many people try to focus on a unique channel Gree model, indeed, Gree channel model is very special, but this is not the key to a strong brand Gree, what can be so Gree channels of giant GOME sights? Gree are won because the mind of consumers.

Gree perhaps only the production of the world’s only air-conditioned home appliances enterprises. In 2006, domestic air conditioner market to shrink, the Gree sales growth more than 20% domestic market share by almost 30%. Test brand competitiveness indicators is one of the direct profits of collective weakness in the electrical industry, the Gree almost home appliances are the most profitable enterprises. 2006 profits more than 800 million, in 2007 to maintain 50 percent annual growth. As long as its strategic focus does not change, we expect Gree will have the opportunity to become a global air conditioning industry representatives, to become a true world-class brand. Gree is not done to try a wide range of small household electrical appliances is an example, Gree Fortunately the number of small household electrical appliances not score.

Unfortunately, the truth always lies in the hands of a small number of people, look Gree alternative has become a household electrical appliance industry. The recent “China Entrepreneur” magazine published a “beauty”何享健president of an exclusive interview with “capital liberate” the U.S. “,” talking about the role of the capital. In addition, the “United States” the United States stepped up the license refrigerators and washing machines to promote, but also a piece of the tragedy is being staged.

how out of the mud? Re-focusing

learning from history, we can see the rise and fall, history is always surprisingly similar. In the early 90s, Wall Street’s growing desire to make American companies have diversified into a quagmire. Ai ? Mr. Rees to bear the brunt of the “Focus” strategy has led to a GE “one” revolution. The plight of today’s home appliances business is more than repetition of history. As a scholar reading “Focus,” after I said: “Chinese companies are moving in a diversified so many detours, but are proven Ai ? Mr. Rees has already made a conclusion.”

Chinese enterprises need to re-focus, focus could improve the product strength; focus could grasp the market trends and new demands in order to concentrate on military strength focused, more importantly, are focused to improve the cognitive confusion, to win the market.

in our attack Haier’s “sets of home appliances” can not achieve substantial success at the same time, we also see some good signs: this year, Haier has introduced a number of independent brands, including ultra-high-end of the open refrigerator brand, “Saab” outlook. We believe that the Haier brand needs to be further focused, if Nokia can not do as a high degree of focus in one area, you can study for Siemens followed. Siemens to cut the mobile phone, in the direct-to-consumer mass of household electrical appliances, and gradually focused on the ice to wash business, and this is the success of Siemens in China, the key reason. (07-10-23)