[创业]国美并购永乐的冷思考（Cold thinking of Gome merger and acquisition of Yongle）.docVIP

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[创业]国美并购永乐的冷思考（Cold thinking of Gome merger and acquisition of Yongle）.doc

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[创业]国美并购永乐的冷思考（Cold thinking of Gome merger and acquisition of Yongle）

[创业]国美并购永乐的冷思考（Cold thinking of Gome merger and acquisition of Yongle） Reflections on the acquisition of Yongle of the United States -1817:25 C Home appliances manufacturing enterprises Chinese will foster and support by Best Companies like Buy to achieve the purpose of balancing development of the United States at the same time, household electrical appliance enterprises will accelerate the development of its own channel sales model. Yongle brand decide on what path to follow? Home appliance chain pattern Chinese what will happen? The worlds largest home appliance chain enterprises Best Buy Will accelerate the pace of investment in the Chinese market? How to deal with the household electrical appliance enterprises will be between from the home appliance chain enterprises mergers and acquisitions? These problems, at the moment of Gome acquired Yongle, seems to have set out. Reserved Yongle brand is just a temporary strategy After the acquisition of Yongle Gome, we are most concerned about the Yongle brand will decide on what path to follow? According to Gome and Yongle acquisition agreement, Yongle brand will be retained for use in the Shanghai area, other areas will use the United States brand. According to the experience of years engaged in brand consulting job, this is just a transitional brand strategy. Why? We know that the brand is a commitment to consumer, eliminate consumer psychological defense, in fact, many industries or enterprises to use the multi brand strategy or parent brand strategy, to form different brand level, the formation of different brand positioning. Do you think we can ask consumers, Gome and Yongle of the brand have what distinction, sell what is the difference? Nine out of ten of consumers will tell you, is not what the difference between them. If you can not form the difference and difference between the two different brand promotion expenses will cost the company more and more waste of resources of the company, can be said that there i