品牌传播缺乏一贯性,是西门子手机失利的重要原因对于西门子手机业务的去向,传闻可谓沸沸扬扬,一会儿说是出售给国内某手机制造厂家几成定局;一会儿又说,西门子暂不考虑并购计划。而与这些传闻扯上关系的无非是诸如波导、中兴、TCL等国内品牌。西门子这样的国际大品牌,为何会在手机市场连连失利呢?品牌传播缺乏一贯性从早前的“灵感点亮生活”,到如今的“设计演绎生活”,外界评述,西门子手机的这种变革有一种由感性向理性的演变,更接近消费者对西门子手机的实际理解,也更符合西门子移动电话的本质特征。设计作为品牌风格的外在表现,一般来说都是有迹可寻的,其风格也使得消费者对手 The lack of consistency of brand communication is an important reason for the loss of Siemens mobile phones For the whereabouts of Siemens mobile phone business, rumors boast that while being sold to a domestic mobile phone manufacturers a foretaste; then added that Siemens temporarily consider the merger plan. And nothing more than these rumors linked to such as Bird, ZTE, TCL and other domestic brands. Why international brands such as Siemens lose in the mobile phone market? Lack of consistency of brand communication From the earlier “inspirational life” to today’s “design and interpretation of life,” outsiders comment, Siemens mobile phone this change There is a change from emotional to rational, closer to the consumer’s actual understanding of the Siemens mobile phone, but also more in line with the essential characteristics of Siemens mobile phones. Design as a brand style of external performance, are generally traceable, its style also makes consumer opponents