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1、新战略成长模式品牌共享多事业部制（The new strategic growth model brand sharing divisionalization）An unprecedented three-dimensional business crisis, is slowly as thin strands of fan Xiang, so that Chinese household electrical appliance enterprises tired, weak, coma and death.What is meant by stereoscopic business cr
2、isis?Refers to the business problems faced by an enterprise, from the internal and external problems together as a whole, forming a three-dimensional dilemma, so that enterprises feel a huge crisis management.At present, the three dimensional business crisis generally has the following difficulties:
3、1, small and medium-sized household electrical appliance enterprises financing difficulties, a large number of small and medium-sized household electrical appliance enterprises operating funds are their own funds, in the face of three-dimensional business crisis, the financing difficulties of enterp
4、rises.2, household electrical appliance enterprises increased operating costs: in 2011, home appliance manufacturing material costs continue to rise, corporate human cost is rising, in some small and medium enterprises, two costs rose nearly 50%, has seriously restricted the survival of enterprises.
5、3, household electrical appliance enterprises increased channel cost: in the home appliance industry, appliance KA sales channels has become the main channel, but AK channel marketing costs up to more than 45%, many household electrical appliance enterprises become negative returns in the KA channel
6、 marketing.4, household electrical appliance enterprises products high degree of homogeneity in the past ten years, the sense of innovation has been lost in the scale of household electrical appliance enterprises Chinese products to social consciousness, assembled mainly lead to homogenization, the
7、degree of China appliance enterprises products.5, home appliance business premium low: because the degree of homogeneity of the Chinese electrical appliances enterprise products is high, the price war is bound to the whole industry flourished, and some big brands are the standard bearer of the price
8、 war, the gas water heater, electric water heater, washing machine, lampblack machine, microwave oven, the price war has become the normalization of marketing.6, household electrical appliance enterprises weak innovation, low investment, enterprises in the Pearl River Delta investment in research an
9、d technology on accounting for about 1.6% of sales, enterprises in the Yangtze River Delta investment in research and technology on accounting for about 2.2% of sales, while European companies are in the range from 5% to 7%.7, home appliance enterprise business philosophy behind: because the price w
10、ar prevailed, enterprise management idea is backward, it is difficult to import the system management concept, leading home appliance enterprise management level is lagging behind, the lack of management talent.Study on the end consumer lack of 8, household electrical appliance enterprises: Shanghai
11、s best strategy of brand marketing planning agency through the survey found that some household electrical appliance enterprises in the Pearl River Delta, Yangtze River Delta have not systematically studied consumer demand, but by the instinct of an enterprise to produce products, which is one of th
12、e reasons for the large number of products homogenization.In the past, the difficulties faced by Chinese enterprises may be single, and enterprises can work hard to solve them. However, the difficulties faced by Chinese enterprises in recent years are three-dimensional, which is the dilemma facing t
13、he whole industry. How to get out of the difficult position has become the first strategic choice for Chinese household electrical appliance enterprises.Facing the three dimensional business crisis, there are four ways to overcome it:First, the strategic responseAny industry or enterprise encounters
14、 the three dimensional management crisis, most of which are the enterprise strategy, and the enterprise strategic dilemma must be dealt with by the corresponding enterprise strategy.We should analyze the concrete problems of three dimensional management crisis rationally, find out the cause of the p
15、roblem, evaluate the enterprise resources, and then formulate the corresponding solution.Two, big pond, continue to growThe three points of the three dimensional management crisis are: the market scale is insufficient, the operating profit is insufficient, and the marketing growth is insufficient.Th
16、e size of the market is the lack of the industry or enterprise in the face of the market scale is not big enough, it is difficult to support the development of industries and enterprises in the next step, when the industry or enterprise in the face of the solid business crisis, it is difficult to fi
17、nd in the scale of operation to resolve the crisis of resources. Lack of operating profit leads to the lack of capital solution when industry or enterprise faces the three dimensional business crisis.Three, strengthen consumer researchIndustry or enterprise market size is insufficient, there are two
18、 incentives: first, the industry or enterprise marketing investment is insufficient; two is the lack of consumer research.The lack of marketing growth leads to the fact that industry or enterprise can not effectively realize product transformation into commodities. And the lack of research on consum
19、ers will lead to product innovation lag. In many strategic factors, the lack of marketing growth is more than the lack of marketing input, but the lack of research on consumers.Four, bigger business premiumsThere are two prerequisites for a big business premium:First, the enterprise has a strong cos
20、t advantage, which requires enterprises to have strong management capabilities and comprehensive operating capacity, so that the operating costs of enterprises to a relatively minimum.Two is to have strong brand power, in order to obtain sales profits. No brand power, but also to achieve greater sal
21、es profits, this is an unrealistic hope.Based on the above factors, many small and medium-sized enterprises began to explore various strategic growth models, from a variety of angles to do large-scale and big brands.A new strategy growth model based on brand sharing and multi department system appea
22、red in Guangdong Shenzhou Gas Appliance Co., ltd.What is the new strategy of brand sharing and multi department system?This is the use of a strong brand as a common asset, forming a strong brand of multiple products or industry division of the common mode of operation. From the second half of 2011,
23、China has set up the boiler division, electric water heater, water tank division division, cabinet Division will prepare to start, Shenzhou divisionalization sharing brand assets, focus on enterprise specializes in the field of home appliances, the enterprises are familiar with the business developm
24、ent to the extreme.China has put forward the strategy of multi department system, which has become the most noteworthy innovation mode of brand equity sharing in appliance industry.Chinese enterprises have been making choices in the strategy of diversification and specialization. China has implement
25、ed the multi department strategy under the sharing of brand assets, which has the following major factors.First, the appeal of the old brandMulti department system is bound to involve relatively diversified products, diversification products can be accepted by the broad masses of consumers after the
26、 market, the key point is brand influence.Similar multi project department management model has been tried in many small and medium-sized household electrical appliance enterprises in PRD, but most of them are not successful. The key is the lack of brand power.Thirty years of reform and opening up,
27、after the fierce market competition the number of brands can survive very little, Chinese lived 10 years of private enterprises accounted for only 7% of the total outstanding enterprise is less than 3%, the old brand new brand investment risk resisting ability to survive for nearly a hundred times.
28、China from 1984 to produce the first gas water heater with safety protection device, after 28 years of market tests, has created numerous China first, such as China produced the first safety type gas water heater, the first gas fired water heater, the first balanced gas water heater, the first water
29、 control type Eros thin and full automatic water heater, stove fire ring first, became the father of Chinese gas water heater, or the founder of Shenzhou Eleventh Asian Games Asian Games torch, torch light box.These honors have created the brand of noble blood of Shenzhou, enriched the connotation o
30、f Shenzhou brand culture, and constructed the value of the old brand of china. At the same time, the experience of the old brand has also endowed China with a strong ability to resist risks and stand the test of time.Two, product diversification, with manufacturing advantagesIn terms of products, ga
31、s water heaters and three ring fire nutrition stoves have laid a solid foundation for the rise of China at the technical level, and also established Chinas position as a leader brand in the gas appliance manufacturing industry. With the change of the international economic situation and upgrade, the
32、 domestic market size in 2010, Shenzhou company again planning new manufacturing mode transformation, established by the China manufacturing advantage system based integrated kitchen strategy. 2011 is an important year for the full implementation of the integrated kitchen development strategy of Chi
33、na, facing the new opportunities for strategic transformation, China started covering the seven gas, electric water heater, electric cooker, electric fan, electric water heater, induction cooker, water dispenser and other independent strategic unit, with gas water heaters and kitchen products as a l
34、eader, group type electrical appliances company diversified small appliances as.The general manager of Guangdong Shenzhou gas appliances Co., Liu Bingyuan believes that the integrated kitchen strategy is feasible, first of all, China will gas products positioning for their own professional, and at t
35、he same time to other related home appliances; second, China enterprises annual business resources are 70% for gas with the professional production of other related products, home appliances in China China is to try a new strategy to set up the unit, it is entirely by an independent department to op
36、erate; thirdly, the category of product each division in the operation is also very professional, will breed a few products phenomenon in a division.Three, strong R & D capabilityThe multi department system involves more products and requires higher technology development and technology co-ordinatio
37、n.China has the largest and most Chinese gas kitchen products R & D team, more than 100 of its own intellectual property rights, more than ten products to create a precedent for the industry, is the pioneer of the torch, torch box technology world games. China and Guangdong Whampoa military academy
38、training institutions have reached a cooperative relationship and conducted strict military management training for Chinas marketing team. Recent two years,Successively has carried on ten times marketing training and the thought collision to the national area China staff and the dealer. Shenzhou com
39、pany also has a very deep brand foundation and appeal, and employ famous brand planning agencies for deep cooperation. The establishment of China Walker Institute of experimental gas with a mop and mop together Walker industrial design structure in Britain, specializing in high-tech product research
40、 and development work has. These advantages make Chinas products diversified manufacturing model with strong support backing.Four, channel model digestion, multi Division productsChinas home appliance channel model, from 2003 began to form KA channels and wholesale channels. To 2006, China spent abo
41、ut 30000000 yuan, began in the Chinese market advocate home appliance brand shop franchise chain marketing model.The company is currently in the country two or three, four market nearly one thousand dealers, including more than 70% companies in cooperation with China for more than 8 years, more than
42、 87% Chinese brand shop customer service service commitment, trust and shared interests based on the two sides of each other, build up a strong strategic alliance between manufacturers. With thousands of brand stores, channel advantages, China division of multi division system products to create a s
43、hop type of purchase is possible.In order to adapt to the new situation of global manufacturing transfer China, China began to establish manufacturing system, the formation of brand as the soul + Innovation + advantage system as the fulcrum of China made mainly + social production by the new profit
44、model.As early as 1989, the Shenzhou water heater products have been exported to Southeast Asia, Eastern Europe and France, and earlier participated in the competition in the world market. As China outstanding brand enterprises, China should not only think a brand enterprises in the country is good,
45、 we should go out to participate in international competition in the market in the world top 500 enterprises to become outstanding, this will be the target of divine struggle in the future.At present, China has the Chinese kitchen cabinets, household appliances, the three largest export base, making
46、 the globalization integrated kitchen appliances strategy, based on the original water heater, gas stove, range hood and cleaning cabinet, fully extended to kitchen appliances, bathroom appliances.Epilogue:Brand is the biggest asset of an enterprise, said Feng Lun, chairman of Wantong Groups board o
47、f directors. For a company, a brand is its Bible if a company is a religion. Have you read it comfort, others will see awe, is indispensable to the companys brand. A corporate brand value of assets is invisible, it is the enterprise long-term results rather than reason, this results in the pursuit o
48、f faith but also have become potential, elements of the brand, which is the core competitiveness.When most of the household electrical appliance enterprises focus on product price, market share, the scale of production, promotion, China by standing in the future vision of the brand assets sharing brand strategy, through the division will be to maximize the value of the brand. Because China believes that with the passage of time, the return of any asset can not be as good as the return of the brand, and in twenty-first Century, will eventually be the era of enterprise brand asset competition!