尽管国内彩电业已被认为是较成熟的行业之一,但事实上,所谓的“成熟”则主要表现在日常管理层面上的相对成熟,距离战略选位上的“成熟”尚有一定差距,最明显的,就是因其功能上的“同质化”而引发的“价格大战”硝烟不断,战火连连,并且在“升起的就是太阳”的营销理念下,自去年末、今年初,又出现了“市场占有率情结”式的扩张冲动。据笔者走访市场,调查了解,从营销推广的模式看,一些“营销精英”对营销精髓似乎并未真正理解,抛出的“出血”商品仍存在致命的同质化倾向。即,除了对“出血”的商品喋喋不休地进行“技术解释”外,拿手的“杀手锏”就是针对竞争对手的“概念大战”,在整个营销推广的过程中,就是靠“概念故事”来支撑。于是乎,开始出现“厂商编故事开发概念、经销商讲故事推销概念、消费者听故事盲 Although the domestic color TV industry has been considered as one of the more mature industries, in fact, the so-called “maturity” is mainly reflected in the relative maturity of the daily management level, and there is still a certain gap from the “mature” in the strategic position Obviously, the “price war” triggered by the “homogenization” of functions has continued to produce smoke and fights, and under the marketing concept of “rising is the sun,” since late last year and early this year, The “market share complex” type of expansionary impulses. According to the author visited the market, the survey found that, from the marketing model, some of the “marketing elite” does not seem to really understand the essence of marketing, throwing “bleeding” goods there is still a fatal homogeneity. That is, in addition to the “technical explanation” of “hemorrhagic” products, the “killer” is the “concept battle” against competitors and is supported by “conceptual stories” throughout the marketing process. Ever since, began to appear "manufacturers story development concept, dealer storytelling marketing concept, consumer listening story blind