论文部分内容阅读
1990年美加净与美国庄臣合资,随后美加净化妆品消失;2013年欧莱雅收购美即。这些所谓的民族品牌,所谓的英雄品牌有没有价值?为什么大品牌花了巨资收购完了之后,选择让它销声匿迹?通俗来讲就是用钱买个耳根清净,实际上这是大佬思维最重要的原因,不是看重品牌本身的价值,而是看重品牌的市场占有率;第二个是为了减少品牌间的恶意竞争。而目前,在一个成熟的行业,企业只有四种生存状态,第一是领导品牌,第二是对立品牌,第三是区域强势品牌,第四是游击队。领导品牌和对立品牌基
In 1990, the United States and Canada net Johnson and the United States Johnson joint venture, followed by the United States and Canada net cosmetics disappear; 2013 L’Oreal acquisition of the United States that. These so-called national brands, the so-called hero brand has no value? Why the big brand spent heavily on the acquisition finished, choose to let it disappear? Popular is the money to buy a clean, in fact, this is the most important big brother thinking The reason is not value the value of the brand itself, but the market share of the brand value; the second is to reduce the malicious competition between brands. At present, in a mature industry, there are only four kinds of survival state of enterprises, the first is the leading brand, the second is the opposition brand, the third is the regional strong brand, and the fourth is the guerrillas. Leading brand and opposite brand base