光明遭遇挫折 ‘轻资产战略‘存在致命缺陷是关键（There are fatal flaws in light asset strategy）.docVIP

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光明遭遇挫折 ‘轻资产战略‘存在致命缺陷是关键（There are fatal flaws in light asset strategy）.doc

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光明遭遇挫折 ‘轻资产战略‘存在致命缺陷是关键（There are fatal flaws in light asset strategy）

光明遭遇挫折 ‘轻资产战略‘存在致命缺陷是关键（There are fatal flaws in light asset strategy） Bright Dairy in Zhengzhou and Hangzhou have undoubtedly make this brand disgraceful. From the single event level, seems to be the light in the external expansion, the individual parts of the internal management of enterprises should be out of the question, thus righting disorder. It is right to strengthen management, but I think the deeper reason is the strategic problem. The mistake of light asset strategy From 1995, Guangming began to go to the whole country, determined to achieve the whole country is bright.. In 2001, he spent a great deal of money on McKinsey Co as a strategic consultant. A suggestion is to implement the asset light strategy, let the light only small hard assets investment, profits through output management, technology and brand, they focus on product development, sales, service and brand promotion. Guangming believes that the light asset strategy has solved the bottleneck of growth for many years, so it has been put into practice quickly. Specific actions, including the signing of OEM products bright agreement with Hangzhou Qiaosi, Jinhua Jiale province enterprises, mergers and acquisitions, holding the Tianjin dream Jiangxi hero, Zhengzhou mountain and other places of the dairy company. However, the asset light strategy has one fatal flaw is very large, it only solves the internal problems of enterprises, namely how to control, coordinate and manage the business in order to achieve the rapid expansion, but neglected to solve external problems -- how to get customers. And the acquisition of enterprise performance occurs after the external customers buy the products and services. If the customer does not agree with the brand of the enterprise, no matter how fast the enterprise expands in the short term, it can not reach the stable performance at last. McKinseys light asset strategy model is Nike. But Nike has done so precisely because it has solved the external problems, and