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产品升级引发品牌瓶颈2003年1月,皇明将占其销量70%的1.2米、1.3米、1.5米等小规格太阳能热水器淘汰出局,推出1.8米真空管的“冬冠180”大规格产品。2004年2月,皇明再次将行业视为高规格的“160”淡出市场,大力推出“冬冠210”系列产品。连续升级使皇明产品的价格大都在4000元以上,而一年前其均价才3000元左右。价格持续拉升使不少皇明的业务人员、经销商和消费者难以接受,来自公司内外的阻力重重:业务人员担心消费者能否接受价格;经销商担心产品转型影响生意;有人担心失掉占70%的主流产品会影响公司效益;更有业务人员因为无法理解公司的战略而放弃了皇明。尤其让公司忧虑的是,由于终端引导不到位,为数不少的消费者认为太阳能热水器都差不多,所以在选购时更
January 2003, Wong Ming will account for 70% of its sales of 1.2 meters, 1.3 meters, 1.5 meters and other small-size solar water heater out of production, the introduction of 1.8 meters vacuum tube “Winter Crown 180 ” large-scale products . February 2004, Wong Ming once again regarded the industry as a high standard “160 ” fade out the market, vigorously launched “winter crown 210 ” series of products. A continuous upgrade so that Emperor Wong prices are mostly in more than 4,000 yuan, while a year ago, the average price was only 3,000 yuan. Price continued to rise so that many Wong Ming's business people, distributors and consumers unacceptable, both inside and outside the company from the heavy resistance: business people worried about whether consumers can accept the price; dealers worried about product restructuring affect the business; some people worry about the loss accounted for 70% of the mainstream products will affect the company's effectiveness; more business people because they can not understand the company's strategy to give up Wong Ming. In particular, the company is worried that, due to the terminal guide is not in place, a large number of consumers that solar water heaters are similar, so when the more optional