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客户总数持续增长,离网者也在不断增加, 神州大众卡到底出了什么问题? 品牌定位失败是企业对市场情况判断失误造成的。这种失误一般源于企业错误的习惯性思维,或者是企业对市场发展及消费者心理把握不准。步入品牌定位误区并非失败企业的“专利”,成功的大企业有时也会犯同样的错误——中国移动在推出神州大众卡时,对大众卡的品牌定位就是这样的一个失败案例。
The total number of customers continued to grow, off-grid are also increasing, what is the problem of Divine Volkswagen card in the end? Failure of brand positioning is caused by the judgment of the market conditions. This error is generally derived from the wrong habits of business thinking, or business development and consumer confidence in the market are not allowed to grasp. Mistakes in brand positioning are not “patents” of failed businesses. Successful large enterprises sometimes make the same mistakes - when China Mobile introduced the card, the brand positioning of the mass-market card was such a failure case.