大企业是这样步入品牌误区的（Large enterprises are stepping into the wrong brands）.docVIP

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大企业是这样步入品牌误区的（Large enterprises are stepping into the wrong brands）.doc

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大企业是这样步入品牌误区的（Large enterprises are stepping into the wrong brands）

大企业是这样步入品牌误区的（Large enterprises are stepping into the wrong brands） The advanced marketing theory is not omnipotent. If we ignore the complexity of the Chinese market and the subtle consumer psychology of the people, we will enter the brand positioning misunderstanding, and then the powerful enterprises may suffer a crushing defeat in the market. 2005, 03, 27, due to the backlog of products, performance has been unable to upgrade, Japans Toshiba mobile phone announced its withdrawal from the Chinese market, the news caused Chinas mobile phone market is highly concerned about. Japan Toshiba in the Chinese market first introduced low-temperature polycrystalline silicon mobile phone screen, the first equipped with CCD camera lens, the first video capture function of the mobile phone. However, the complex and competitive China mobile phone market, Toshiba mobile phone in the market first mover and did not account for how much the first advantage, grasp of the market situation is not the opposite, sales network is not perfect, the market failure and other reasons, even if it is to master the advanced 3G technology of Toshiba mobile phone, mobile phone is still struggling in the China market, its high quality and high price of the mobile phone not only failed to bring in huge profits, but rather a stumbling block to the development and ultimately had to be out of the market. In the final analysis, Toshibas defeat is the failure of brand positioning. The failure of brand positioning is the result of the enterprises failure to judge the market situation. This kind of mistake comes from the wrong habitual thinking of the enterprise, or is caused by the lack of the market development and the consumers psychological grasp. Brand positioning is not the failure of the enterprise into the misunderstanding of patent, even Toshiba, China Unicom, China Mobile China etc. the success of large enterprises will enter sometimes the same brand positioning errors of Unicoms CDMA, mobile pu