沃尔玛：传统企功业怎样定位网络品牌.doc

沃尔玛：传统企业怎样定位网络品牌 传统企业拥有自己的网络品牌，是很多管理者的梦想（也是压力所趋）。但是，这其中品牌运作的风险，你是否有充分的估计？——企业在网络上是沿用以前的品牌，还是建立新的网络品牌？为什么现实告诉我们貌似成功率高的“沿用”，“死亡率”也很高！而当一个企业拥有线上、线下两个品牌时，这两个品牌的关系怎么处理更好？是同进同退，还是在各自领域拥有单独的发展战略？…… 品牌网络化的风险，有时是你所没有想到的。而沃尔玛最近一系列举动则很具有示范意义：先打算收购中国家电销售量最大的网站京东商城，后转而收购电子商务新秀1号店网站。对于沃尔玛向互联网的延伸，是传统企业拥有网络品牌的极佳破题点。为此，《中外管理》专访“定位之父”艾?里斯先生，看看他给我们提供了哪些精彩而系统的回答？ 　　收购，是沃尔玛的明智之举 　　《中外管理》：在中国，沃尔玛向互联网延伸的意图非常明显，尤其是非常主动地直接收购电子商务品牌，您怎样看待沃尔玛目前的做法？ 艾?里斯：沃尔玛的做法是很典型的某一行业传统巨头面对新品类竞争时所采用的战略。从长远来看，任何一个品类都不可能保持持续、高速的增长，新品类的出现将使老品类的领导者受到严重的挑战。 Traditional enterprise has its own network brand, is the dream of many managers (and stress). However, the risk of brand operation, do you have a full estimate? - enterprise brand on the Internet is used before, or build a new network brand? Tell us why reality seems high success rate \in use\, \death\ is also very high! When an enterprise with online and offline two brands, the relationship between the two brands how to deal with better? Is same in return, or in their respective fields have separate development strategy? ...... The risk of brand network, sometimes is what you have not thought of. While wal-mart recently moves very demonstration significance: first to buy the Chinese electrical appliances sale is the biggest website jingdong mall, after buying e-commerce rookie 1 shop website. For wal-mart to the extension of the Internet, is a traditional enterprise has excellent presentation point amplification for network brand. For this reason, an interview with Chinese and foreign management, which is the father of \localization\ ai? Mr Rees, see what he gives us wonderful and systems answer? Acquisition, is wal-marts policy \Chinese and foreign management\ : in China, wal-mart is extremely obvious to the intention of the reach of the Internet, especially the very actively direct acquisition of e-commerce brand, how do you treat the practice of wal-mart? Ai? Reese: wal-mart is very typical of a traditional industry giants face a compe