TCL和波导:国产手机两种典型品牌战略

TCL and Bird: Two Typical Brand Strategies of Chinese Mobile Telephone

中国国产手机在2002的强劲反击引发了种种探讨,其中的领军企业TCL和波导更成为研究焦点。我们从维杰伊·韦斯瓦纳斯(Vijay Vishwanath)和乔纳森·马克(Jonathan Mark)提出的品牌经营四种战略出发,研究TCL手机和波导手机的经营战略后发现,正好符合其提出的高路品牌和低路品牌战略。同时,TCL和波导在具体执行品牌战略时采取的措施,也为其他手机企业提供了有益启示。

Chinese mobile telephone cause all sorts of discussion, due to powerful return in 2002, TCL and Bird become focuses of studying. We tile receive and Vijay Vishwanath and Jonathan Mark brand that put forward manage 4 kinds of strategy set out then (Vijay Vishwanath), Research TCL cell-phone and wave guide find, accord with high way brand and low distance brand strategy that put forward it just after the management strategy of cell-phone.