从品牌战略看通用的破产保护

美国最大汽车生产商通用汽车公司于2009年6月1日正式申请破产保护。如果我们从营销的角度分析,会发现金融危机只是压倒通用的"最后一根稻草",通用过去几十年的品牌战略已为自己积累了巨大的隐患。本文拟主要分析多品牌战略和品牌再定位战略的概念、多品牌的优点、局限性以及通用的实践应用,希望本土企业能够从百年通用的品牌历史发展中吸取教训,对企业的品牌决策提供帮助,从营销的品牌内涵出发,打造出中国一流的汽车企业。

From Brand Strategy to See General Motors Corp Bankruptcy Protection

The largest U.S.auto maker General Motors Corp.June 1,2009 a formal application for bankruptcy protection.If we are from a marketing perspective,we will find the financial crisis was only the overwhelming generic ＂last straw＂,GM＇s brand strategy over the past several decades has set itself an enormous accumulation of hidden dangers.This paper analyzes the main multi-brand strategy and brand re-positioning strategy,the concept of multi-brand advantages,limitations,and the practical application of universal hopes that the local enterprises can be from a century of universal historical development of the brand to learn,decision-making on the enterprise＇s brand help,starting from marketing the brand content,building out of China＇s leading automotive enterprises.