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为什么昔日媒体吹捧、消费者恩宠、政府器重、同行眼红的明珠,会成了消费者眼中逐渐消失的品牌?根源是在企业成长的过程中,由于浮躁不安和急于求成,从而患上了方向失忆症:不知道企业的未来在哪里,不知道品牌的未来在哪里。企业一旦患上方向失忆症,就会有如下症状:眼只认得钱忘了企业发展的基石,以回款为惟一的考核依据, 而不去对市场精耕细作。1993年,旭日升率先推出“冰茶”概念,并在全国地毯式布点,建立起48个营销公司、200多个营销分公司,形成了遍地开花的“旭日升”营销网络,同时配合密集的广告轰炸。1998年旭日升的销售额达到30亿元,在茶饮料市场上独领风骚。但旭日升在绩效考核上,是以回款论英雄,而忽视了对市场的深度开发和管理。于是,各分公司经理为了配合企业的考核,私自和经销商达成“君子协议”:只要你答应回款,我就向公司要政策,给你最优
Why the old media touted the favor of consumers, the government, jealous of peers, will become the eyes of consumers gradually disappear brand? The root cause is in the process of business growth, due to impetuous and anxious for, and thus suffering from Amnesia: Do not know where the future of the business, do not know where the future of the brand. Once the enterprise suffering from the direction of amnesia, there will be the following symptoms: the eyes only recognize the cornerstone of the development of enterprises forget the money to the back as the only basis for assessment, rather than to the market intensive work. In 1993, Rising Sun first introduced the concept of “Ice Tea” and established 48 marketing companies and more than 200 marketing subsidiaries in the nationwide carpet-type distribution network to form the “Rising Sun” marketing network, With intensive advertising bombing. Rising sun sales in 1998 reached 3 billion yuan, in the tea beverage market dominate. However, rising sun performance assessment, the idea of a hero on the money back, while ignoring the depth of market development and management. As a result, the branch manager in order to meet the assessment of the company, privately and dealers to reach a “gentleman agreement ”: as long as you agree to pay back, I would like the company to policy, give you the best