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现在说起品牌战略、营销战略,有一种不大好的风气,凡事言必称宝洁、西门子、IBM……,而事实上,老外的许多做法很不适应中国的市场环境,如西门子把95％的精力放在产研、生产与品质管理上,在广告、营销上却努力不够,结果进军中国市场多年,业绩并不理想。中国的国情是怎么样的呢?——大众媒体在中国的城市渗透很广,而农村居民接触阅读物与电子媒介的比例都很低。截至1998年底,彩电的普及率也只有小小的32％。 我们再来看一个比较熟悉的案例——惠而浦。惠而浦进入中国市场可说是雄心勃勃,它对中国市场很看好。在北京,惠而浦收购了雪花冰箱:在深圳,它收购了蓝波希岛空调;在上海,它收购了水仙洗衣机;在顺德,收购了蚬华微波炉。到今天,除了后两个项目还在
Now speaking of brand strategy, marketing strategy, there is a not very good atmosphere, everything must be called Procter & Gamble, Siemens, IBM ... ..., but in fact many foreigners do not adapt to China's market environment, such as Siemens 95% Efforts in research, production and quality management, advertising, marketing, but not enough effort, the results into the Chinese market for many years, the performance is not satisfactory. How is China's national conditions? - The mass media has a very strong penetration in China's cities, while rural residents have a low exposure to reading materials and electronic media. As of the end of 1998, the penetration rate of color TV is only a small 32%. Let us look at a more familiar case - Whirlpool. Whirlpool into the Chinese market can be ambitious, it is very optimistic about the Chinese market. In Beijing, Whirlpool acquired the Snowflake Refrigerator: in Shenzhen, it acquired Lamborghini Island Air Conditioning; in Shanghai, it acquired the Narcissus Washer; and in Shunde, it acquired Waldorf Microwave. Today, except for the last two projects