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最近,著名工程机械企业柳工进军农机行业的消息,引起了业界广泛关注.农业机械官方微信(微信号:nyjxzz)用长达5天的时间,发表了近2万字的分析文章,引起3万多人关注,几百条的回复。舆论的焦点,主要集中在企业的扩张到底该不该跨界运作。结论也基本一致,即跨界运作可以,但不能盲目扩张。毕竟,企业的扩张和品牌的扩张,根本不是一回事。从战略高度考虑,我们有理由鼓励企业扩张,但同时也提醒扩张者,当你试图跨界的时候,一定要掌握游戏规则,慎重进入新的行业。
Recently, the well-known construction machinery company Liugong into the agricultural machinery industry has aroused widespread concern in the industry.Agricultural machinery official WeChat (micro signal: nyjxzz) with up to 5 days time, published nearly 20000 words of the analysis article, causing 30,000 Many people concerned, hundreds of responses. The focus of public opinion, mainly focused on the expansion of enterprises in the end should not be cross-border operation. The conclusion is basically the same, that cross-border operation can, but not blind expansion. After all, business expansion and brand expansion are simply the same thing. Strategically, we have reason to encourage business expansion, but we also remind expansionists that when you try to cross the boundary, you have to master the rules of the game and carefully enter new industries.