拥有高提及率的中国家电品牌,率先走出一批在国际经济舞台上具有对话资格的CEO,走过了近20年风雨历程的中国家电业已经逐渐发展壮大。然而,当我们面对“价格战”、“概念炒作”、“微利”、“同质化”等等这些被家电业创造出来的、具有中国特色的营销概念时,我们不得不承认,中国加入WTO后,家电业将面临一个巨大的困境:如何规避虚假的品牌繁荣以及怎样走出品牌价值的误区。 China’s home appliance brands with high mention rate have taken the lead in getting a group of CEOs who have dialogue qualifications in the international economic arena. After nearly 20 years of hard work, China’s home appliance industry has gradually grown. However, when we face the “price wars,” “conception hype,” “weak profits,” “homogeneous,” and so on, these are the marketing concepts that have been created by the home appliance industry and have Chinese characteristics. We must admit that after China’s accession to the WTO, the home appliance industry will face a huge dilemma: how to avoid false brand prosperity and how to get out of the misunderstanding of brand value.