sk-ⅱ品牌运作八大缺失（Sk-, eight lack of brand operation）.docVIP

sk-ⅱ品牌运作八大缺失（Sk-, eight lack of brand operation） SK- II brand operation eight missing A SK-II contraband incident caused the industry to pay more attention to the SK-II brand, industry experts put forward many questions and constructive comments on the SK-II brand operation from different angles, through this event, regardless of international brands or the local brand is a good opportunity to learn and grow further, of course specification of the market economy operation, more or less also played a certain role. The following are my views on the operation of SK-II brand. I. lack of social responsibility In the case of SK- II, Procter Gamble did not show the real concern of a multinational giant for Chinese consumers. Consumers are not cosmetic technology experts, even if you say that the raw materials into, it does not completely dispel the consumers security concerns. As a consumer, he only knows that you have produced a problem product, and he does not care what your product quality is due to. Under the guidance of departmentalism, Procter Gamble lost its due social responsibility, and eventually changed the whole event from a product quality crisis to a crisis of good faith. Many companies may have a sense of social responsibility as a show, donate money, and hold several public events. But as long as the show takes a small step, its impact is a big step. Public relations underestimated the power of public relations between, into the enterprise, consumer products, three of the distance, which is not something in the matter of enterprises under the condition of gratitude to play its great power. Fuzzy brand structure reality between SK-II and Procter Gamble, Procter Gamble makes the daily public relations activities create a sense of responsibility is difficult to grafted to the SK-II brand on the body, while the SK-II itself does not have as a social citizen to fulfill their social responsibility. Any international big company, when its products or enterpris