摘要
就TCL多元化的特点、原因、存在的问题、未来的发展等几个层面分析了TCL的多元化战略。在多元化的策略上,TCL具有以下几个特点:采用联盟的方式来快速获取进入新领域的资源;从特定细分市场切入一个成熟市场;注重营销模式的创新。TCL的多元化是基于分散经营风险、整合剩余资源、达成战略目标等的需要。TCL多元化战略存在产品在营销渠道不能共享、集团资源分散、文化和品牌延伸困难等问题。
This paper analyzes the diversified management model of TCL in such aspects as its uniqueness, the causes, existing problems, and the future, Its uniqueness lies in the diversified management： acquire the resources necessary for the entry into a new domain by means of franchising; push into a mature market from a certain niche market with the emphasis on marketing innovation, Why diversify？ Apart from the general industrial situation of home appliances, there exist the needs for diversification： lowering the business risks, producing synergy by coordinating surplus resources and achieving ＂3 C into 1＂. This diversification has also brought such problems along as clotting the marketing channel, scattering the group＇ s resources and hindering the extension of its brands,
出处
《北京航空航天大学学报（社会科学版）》
2006年第1期9-11,共3页
Journal of Beijing University of Aeronautics and Astronautics：Social Sciences edition Edition
关键词
多元化
TCL
家电
diversification
TCL
home appliances
