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飞龙集团失败教训的症结,在于腐朽的家族管理和广告诉求形成的泡沫经济。 姜伟1990年辞去辽宁省中医研究所常务副所长和研究室主任职务下海经商,与人合资创办了沈阳飞龙保健品有限公司。他们研制的“飞龙”延生护宝液连获多种奖项,产品远销海内外,其销售量居全国医药行业之冠。1991年利润400万,1992年6000万元,1993年2亿元,三年实现利润三级跳,姜伟也成了“改革风云人物”。为了快速开拓市场,飞龙集团创造了一种“新闻式”的纯文本广告。他们将产品的保健原理、医生劝说、患者疗效实例编辑成整版文章,版式设计完全模仿报纸的新闻报道,广告在哪家报纸刊登,便仿佛代表哪家报纸的观点,使广告似乎具有客观公正性。这种“万能式”的功能诉求广告在短期内产生强大的市场进攻效果,使飞龙集团获得突破性发展。但是,当消费者发现飞龙延生护宝液并不像广告承诺的那样包治百病时,市场便迅速萎缩。即便是少数人产生药效,也不会长期服用。因此,1994年夏季开始,飞龙集团广告费不断上升,销售额不断下滑,陷入困境。此时的飞龙集团正在运作香港股票上市。1995年初,姜伟从销售和回款中发现了飞龙集团管理上的严重问题。姜伟深为感叹的说:“管理现状用四个字形容最恰当……一塌糊涂。”港方对飞龙集团上市审查也指出四
The crux of the lesson of the failure of the dragon group lies in the bubble economy formed by the decadent family management and advertising appeal. Jiang Wei resigned in 1990, Liaoning Province, Institute of Chinese Medicine, deputy director and director of research positions in the sea business, and joint venture founded Shenyang Feilong Health Products Co., Ltd.. They developed the “dragon” extension of life care solution even won multiple awards, the products are sold at home and abroad, its sales ranks first in the national pharmaceutical industry. Profits in 1991 4 million, 60 million yuan in 1992, 200 million yuan in 1993, three years to achieve profit triple jump, Jiang Wei has become a “man of reform.” In order to quickly open up the market, Fragrance Group has created a “news” plain text advertisement. They will product health principles, doctors persuade, patient examples of the effects of editing into full-page articles, print design completely imitate the newspaper news reports published in which newspaper ads, it seems to represent which newspaper's point of view, so that the ads appear to be objective and fair Sex. This “omnipotent” feature appeal ads in the short term have a strong market offensive effect, so that the dragon group to achieve a breakthrough. However, the market quickly shrank as consumers discovered that dragonfly preservatives were not curtailed as advertised. Even a small number of people have efficacy, it will not take long-term. Therefore, the summer of 1994, the dragon group advertising costs continue to rise, sales continue to decline, in trouble. At this point the dragon group is operating in Hong Kong stock market. In early 1995, Jiang Wei from the sales and payment found in the dragon group management serious problem. Jiang Wei deep laments, said: “The management of the status quo with four words to describe the most appropriate ... a mess.” Hong Kong-listed review of the Dragon Group also pointed out that four