三聚氰胺的阴霾尚未散去,IGF-1幽灵再度来袭,以标榜极负社会责任感的蒙牛集团主推的核心高端产品和“卖点”——特仑苏OMP牛奶,已经陷入一场食品安全疑云。蒙牛雪上加霜。蒙牛是中国企业界一颗快速成长的明星,其营销手法之独特也创造了多个营销奇迹。然而从2008年“三聚氰胺”事件以来,蒙牛就陷入了多事之秋,从三聚氰胺危机到外资收购危机,再到如今的OMP危机——蒙牛特仑苏含可疑致癌物,遭质检总局叫停。如果我们把蒙牛的起落看作一个经典的案例,那么其营销的成功和产品的弊病已然形成鲜明对比,这其实是当下很多中国企业的通病。从做产品不善吆喝,到重视营销,再到无比推崇营销而轻视产品质量和品质,中国企业是否误入了歧途? Melamine has not yet dispersed the haze, ghost again hit the IGF-1, with Mengniu Group advocating a very negative social responsibility core high-end products and “selling point ” - Teluosu OMP milk, has plunged into a food safety suspicion . Mengniu worse. Mengniu is a rapidly growing star in China’s business community. Its unique marketing approach has also created a number of marketing miracles. However, since the incident of “melamine” in 2008, Mengniu has fallen into a turmoil, from the melamine crisis to the foreign capital acquisition crisis, and now the OMP crisis - Mengniu Delta Lun suspicious carcinogen was stopped by the General Administration of Quality Supervision. If we look at the rise and fall of Mengniu as a classic case, the success of marketing is in stark contrast to the shortcomings of the product. This is actually a common problem for many Chinese enterprises nowadays. From doing poor products, drinking, to marketing, and then extremely respected marketing and contempt product quality and quality, Chinese companies have gone astray?