浅析红星美凯龙营销策略的得失

Analysis of Advantages and Disadvantages of Red Star Macalline's Sales Strategies

红星美凯龙的迅速成长是由于它成功地完成了从制造商向零售商的蜕变,对国际著名品牌地理战略的模仿并与其产品战略的互补,优质低价商品和优良的售后服务。但也存在着核心竞争力日益弱化、决策权力过分集中和企业文化缺失等问题。存在这些问题的主要原因是根深蒂固的极权观念。

Red Star Macalline has successfiflly completed the transformation from manufacturer to retailer; imitated, complemented the geographic strategy of international famous brands, and offered high -quality goods with low prices as well as service after sales. All those above have brought Red Star Macalline＇s speedy growth. However there are problems existing, such as weakened core competition, too much concentrated deciding power and lack of enterprise culture, etc. The main reason which results these problems is deep -root totalitarian conception.