Mistakes chain National Congress.docVIP

 PAGE \* MERGEFORMAT 13 Mistakes chain National Congress Chain for the attention and use of all walks of life, this rapid growth of capital won the favor of copying mode also, and even today is considered the best way to market success, but the leader of the South slightly advisory body that the chain exists Zu-ke sixteen big misunderstanding. Misunderstanding: chain is copied This is the largest chain enterprise development misunderstanding, some chains that chain is to first built a successful model shop, and then stop so copied. This idea of the process chain too simplistic. The biggest advantage of chain lies in the copy, the biggest trap is also copied. quite a few chains in the process of copying the tragic “Waterloo.” such as the famous Quan Ju De, several south to copy, defeated, had to shrink the front, the largest The simple lesson is that indiscriminate copying. vast domestic market demand in different regions tend to vary greatly, consumption patterns are also different, chain must be treated differently according to local conditions. Myth: chains must adhere to the “six unification” Chain first introduced into China, many enterprises believe that the chain is linked to the pursuit of “six uniform”: a unified procurement, unified distribution, unified identity, unified marketing strategy, unified price, unified accounting. So that a unified brand image of their own, to the consumer who passed the information to be consolidated. “six uniform” concept greatly constrained the development chain. In recent years, with the further development of chain in the country, people gradually realize that even under a unified way of thinking need to enterprises and the market environment to make flexible adjustments. chain operator must be able to standardize on the basis of consumer preferences based on local changes, such as Wal-Mart, Kentucky Fried Chicken order to adapt to the Chinese market, in fact, have done a certain amount of change. Myth: The