错将一种营销或管理手段夸大成为企业的战略目标,在这条道路上不摔跟头那才是撞大运。有人称,时下中国服装企业已然开始“滑铁卢”。但拿破伦滑铁卢之败非战之罪,同样,如今显现的服装关店、倒闭及失联的现象也非市场之故。这些企业所展现的市场失利,我认为主要来源于两个方面:一方面,来源于企业决策层对未来发展解读的误判。以诺奇为例,企业主及合作伙伴对未来发展作出了超预期的误判,为筹措上市而进行隐性资金借贷,当企业发展预期不被资本市场认可之时,资金链必然断裂。而诺奇为获得更好的资本市场反馈而大肆扩展未知区 Wrong to exaggerate a marketing or management tools to become the strategic goal of the enterprise, in this way not to fall in the background that is hit Grand Canal. Some people say that nowadays the Chinese garment enterprises have begun “Waterloo ”. However, the defeat of Napoleon Waterloo was a non-war crime. Likewise, the phenomenon of closures, bankruptcies and loss of clothing now appearing is not marketable. The market failure demonstrated by these enterprises, I think, mainly comes from two aspects: on the one hand, from the business decision-makers to interpret the future development of misjudgment. To Knoch, for example, business owners and partners have made a misjudgment of the future development beyond expectation. In order to raise funds for going public, the capital lending will inevitably break when the enterprise’s development is not expected to be recognized by the capital market. And Nochi expands the unknown area to get better capital market feedback