Kelon Dragon Ⅱ action documentary.docVIP

 PAGE \* MERGEFORMAT 17 Kelon ‘Dragon Ⅱ ‘ action documentary Over the years, Kelon’s brand has a high reputation, but reputation is not enough. Led to this result is that brand personality is not prominent. In fact, Kelon has always been that technology is the core of its brand value, but the selling point is not clear and coherent, can not find support for her carrier. In addition, the brand output, too much emphasis on corporate image promotion, the brand has been in a ‘floating around’ state, there is no real ‘landing’. Hollow brand is the most terrible crisis. From the market performance, brand-to-business profit contribution rate of less than desirable. In the air-conditioning, the Kelon positioned in the high-end, while the Warburg price and Kelon similar, obvious differences between the two is not conducive to the operation of multi-brand differences. Since restructuring the former Kelon is a strong strength of weak formulated strategy is to let Warburg as a tool for brands, not their resource investment, but allowed to die a natural death. Therefore, the Warburg brand market share continued to fall, the brand value decline rapidly. The Kelon air-conditioning has been the fourth position in the industry, as third-line brand of the accession of the situation becomes very delicate. In the refrigerator, when sales of Kelon, as images of products are available without sentimental edge, but the status of high-end products without a clear set up; while the capacity of sound as a mass brand, the average price of 8% annual rate of decline is far from prices higher than the industry average level, which illustrates the capacity of the sound of brand value in the further decline and aging. As the external environment, China’s home appliance industry competition further intensified. As product and marketing tool homogenization homogenization of increasingly serious brand loyalty progressively lower levels. Brand hollow become the industry crisis. Kelon planning