Marketing Too Irrational: Oaks Growing Pains - Marketing, Oaks, Growing Pains - Lighting Industry

Oaks Chinese companies can be called the history of the past 20 years "specimens enterprise."

Oaks's upbringing, is actually a history of business growth in China. Oaks who focused almost entirely on the connection of all the Chinese enterprises: high-profile, low reputation; have achieved extraordinary development, but the lack of sustainable development potential; business foundation is weak, overall strength is inadequate; business over the market price according to weight pull, brand negligible contribution to enterprise development, and so on.

Present, Oaks has entered a "slow growth of demurrage," the significant slowdown in business development, further development of the future power shortage. "Brand upgrade" the good intentions, but also difficult to achieve because of various reasons. It can be said, Oaks has come to node: achieving beautiful turn is opened up, or can only continue to struggle with adversity become addicted.

Question is: what causes Oaks future staying power? Transformation of its brand how to get the road in the end?

Marketing Promoting too many non-rational behavior

If I ask you: "Do you mind Oaks is what kind of business?" I think you must first think, "this company are good news hype," "love this company launched a price war" .

Indeed, the "hype" and "price war" is the Oaks the most significant features of the two companies.

Oaks once relish the "three big ticket": published in 2002 "White Paper on air conditioning costs," sued the Ministry of Information Industry in 2004, and later that "mobile phones to be sold as Chinese cabbage, the price does not exceed 1000" slogan . In the Oaks in the eyes, the "three big ticket" to Oaks stole the show.

However, in marketing research to it, this is the "three big ticket" is precisely the history of the Three Oaks marketing flaw.

Published "White Paper on air conditioning costs," so that almost all air-conditioned Oaks a sinner enterprises, while promoting high-end products for its own future obstacles. Today, the Oaks offense painful thing for people, "Oaks = low-end products" of the image recognition, have greatly limited the development of enterprises. This is precisely what Oaks "planted the seeds of the bitter fruit of their own to eat."

Sued the Ministry of Information Industry, although the Oaks to get to the long-awaited mobile phone license, but it had lost the support of government and political resources.

Made "mobile phones to be sold as cabbage," the strange theory, has been tantamount brandished a knife from the house, the air conditioning low-cost strategy Oaks poison spread to the phone, its stuck in a quagmire not say, but also to find a scapegoat of.

Oaks brand conscious, something that many businesses should learn. However, the Oaks on the news there is clear understanding of marketing, a serious problem. It is too much focus on well-known, but ignored the most important reputation. We see many public relations events Oaks planning and communication, lack of systematic and long-term thinking, and less likely to foresee the negative impact to the enterprise. Announcement air conditioning costs, that "mobile phones to sell when the cabbage," is, indeed, make Oaks out of the limelight. However, this is what the thunder? Will bring long-term development company what kind of harm? I am afraid that Oaks did not think clearly. Therefore, we see today Oaks: great reputation, evaluation is low; positioning high, low prices. This is actually Oaks

embarrassment. Price war can be fought, but we can not fight

Along Oaks are trying to play China's air-conditioning and mobile phone of the existing pattern of "subversives" hope to establish the old pattern of subversion of the status of their lakes.

Unfortunately, Oakes destroyed the old pattern, but failed to establish a "master", a new pattern.

by: gaga

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