传统品牌电商化的五大败因

众盈彩票注册  2011NIAN10YUE,DUIZHONGGUODIANSHANGCONGYEZHEERYANSHIJIBUPINGJINGDEYIGEYUE。TAOBAOSHANGCHENGMAIJIAQIYIJITI“WEICHENG”,DAHUOZHAN、BANGGOUWANG、LANJIAHUO、XIMIWANG、QIANGXIANWANGXIANHOUBEIBAOCHUHUOXUANBUTUICHUDIANSHANGSHICHANG。YOUYENEIRENSHIRENWEI,2011NIAN10YUESHIZHONGGUODIANSHANGFAZHANJINCHENGDEYIGEZHONGYAOFENSHUILING,DIANSHANGSHICHANGJIANGHUIJINRUQIANGZHEYUQIANG,RUOZHEYURUODESHENGTAIHUANJING,ZAIZHEIGE“RENRENDIANSHANG”YOU“RENRENBEIDIANSHANG”DESHIDAI,DIANSHANGCAOGENCHUANGYEDESHENHUAZICIZHONGJIE。ZAIZHEIBODIANSHANGDECHUANGYERECHAOZHONG,CHUANTONGPINPAIZAIQIZHONGBANYANZHEBUKEHUOQUEDEZHONGYAOTUIDONGLILIANG。CHUANTONGPINPAIDIANSHANGZHILU,ZAIDANGXIASHIYIGEBUGANBUGADEHUATI,JUEDADUOSHUDOUSHIZAIJIAOLEYIBIGAOANGDEXUEFEIHOUBAIZOUMAICHENG,CANDANSHOUCHANG。ZUIJINLIANGGEYUE,BIZHESHENDUZOUFANGLEXUDUOZHENGZAIZUODIANSHANGDEDAXINGCHUANTONGPINPAISHANG,JIEHEDUICHUANTONGQIYEZUODIANSHANGANLIDEZHANGQIGUANCHAHEYANJIU,WEIDAJIASHULICHULECHUANTONGPINPAIDIANSHANGZHILUDEWUDABAIYIN。

  战略决心

众盈彩票注册  CONGBENCIZOUFANGJIDIAOCHADEQINGKUANGLAIKAN,CHUANTONGPINPAIZAIZUODIANSHANGZHANLVEJUECESHIXIANGDUICHUNDIANSHANGQIYEGENGJIAJINSHEN,YUQISHUOCHUANTONGPINPAISHESHUIDIANSHANGZHANLVEJUEXINBUZU,DAOBURUSHUODUIDIANSHANGYUQITAIGAO。CHUANTONGPINPAIZAIZHENZHENGSHESHUIDIANSHANGSHI,QIGUANLIZHEDOUHUISHENRUZOUFANGKAOCHAJIAOCHENGGONGDECHUNDIANSHANGQIYE,CANGUANJIAOLIUXUEXI,DANSHIYOUYUQUEFADIANSHANGXINGYEDESHIZHANJINGYAN,WANGWANGXUEXIDEDOUZHISHIJIAXIANG,QUEBUNENGSHENRULIJIEZUOHAODIANSHANGDEGUANJIANYINSU(CHANPIN、SHICHANG、FUWU、ITXITONG)YIJIZHENSHIDETOURUCHANCHUBIHECAIWUCHENGBEN。SUOYIBIRANHUIDAOZHIDUICHENGSHUDIANSHANGFAZHANDEKUISUNZHOUQIJICAIWUYUQIGUJIBUZU,DIANSHANGXIANGMUZHONGTUYAOZHEYEJIUZAIQINGLIZHIZHONGLE。

  品牌域名

  TANDAOPINPAIYUMING,YOUYIGEZHENSHIDEANLIKEYIHEDAJIAFENXIANG:KENDEJIHEMAIDANGLAODOUYOUWANGSHANGDINGCANYEWU,DANQIANZHEDEDINGCANLIANGYAOYAOLINGXIAN。YINWEIKENDEJIDEYUMINGkfc.com.cnFEICHANGHAOJI,ERMAIDANGLAODEmcdonalds.com.cnYUMINGQUEFEIJINGDEHEN,CONGZHEIGEYIYISHANGSHUOKENDEJIGENGDONGDIANSHANG。CONGZHEICIZOUFANGDIAOCHADEQINGKUANGBINGJIEHESHIJISHIBAIDEANLILAIKAN,YOUYIGEFEICHANGYOUYIYIDEXIANXIANG:JUEDABUFENCHUANTONGPINPAISHANGSHERUDIANSHANGSHISHIXIANDINGZHONGWENPINPAIMINGZAIDINGYUMING,QIYEDUIPINPAIZHONGWENMINGCHENGDEZHONGSHIYAOYUANYUANDAYUDUIPINPAIYUMINGDEZHONGSHI,RENWEIPINPAIJIYUMINGSHIKEYITONGGUOGUANGGAOHONGZHACHULAIDE。DANCHENGSHUDEDIANSHANGQIYEYIDINGSHIXIANKAOLVHAOYUMINGZAIKAOLVZHONGWENPINPAIMING,HAODEYUMINGSHIDIANSHANGCHENGGONGDEGUANJIANYINSU。LIANGZHONGBUTONGDESIWEIMOSHIJIUHUIDAOZHICHUANTONGQIYEZAIDIANSHANGZHILUSHANGDEBUTONGJIEGUO。

  渠道策略

  BANGGOUDESHIBAISHIJINQIDIANSHANGJIEREYIDEHUATI,YANGEYIYISHANGBUNENGSHUOBANGGOUDIANSHANGZHILUJIUCISHIBAI,ZHINENGSHUOQIB2CQUDAOCELVESHIBAIERYI。BANGGOUZAITAOBAOSHANGCHENGJIWANGLUOQUDAOSHANGDEXIAOLIANGZAIFUZHUANGPINLEIPAIMINGHAISHIFEICHANGKAOQIANDE,XIAOLIANGXIANGDANGKEGUAN。YOUYUCHUANTONGPINPAISHANGZAIDAZAOXIANXIAPINPAISHIDEXINYINGSHOU,SHICHANGDIWEIZAIGEZIDEXIFENSHICHANGZHONGCHULEIBOCUI,YINCICHUANTONGPINPAISHANGSHESHUIDIANSHANGWANGWANGKANBUZHONGWANGLUOQUDAO,ERSHIZHIJIESHESHUIB2C,DANB2CDEYUNYINGMENJIANYUANYUANGAOYUWANGLUOQUDAOBUJUCHENGBEN。CHUANTONGPINPAISHESHUIDIANSHANGZUIJIADELUJINGYINGGAISHITAOBAOSHANGCHENGSHESHUI,WANGLUOQUDAOBUJU,RANHOUZAIBUJUDULIB2C。LIRU,AIMUSHIGUONEICHUANTONGPINPAISHESHUIDIANSHANGJIAOZAODEQIYEZHIYI,ZAIYUQIDIANSHANGFUZERENSHENRUJIAOLIUSHI,FAXIANSUIRANAIMUDIANSHANGZHILUFEICHANGDIDIAO,DANSHIQIDIANSHANGFAZHANZHILUSHANG,DADECUOWUMEIFANTAIDUO,QIXIANZAIDEDIANSHANGYEWUFAZHANDEFEICHANGWENJIAN,HOUJINGSHIZU,ZHIDECHUANTONGPINPAISHANGBUJUDIANSHANGSHIXUEXI。

  人才体系

  RENCAISHICHUANTONGPINPAISHANGZUODIANSHANGSHIBAIDEZUIZHONGYAODEYUANYINZHIYI。DIANSHANGYUNYINGSHIYIGEZONGHETIXI,DUIRENCAIJITUANDUIDEYAOQIUFEICHANGGAO,CONGBENCIZOUFANGJIDIAOCHADEQINGKUANGLAIKAN,CHUANTONGPINPAISHANGQUESHIZAIGONGYINGLIANRENCAIFANGMIANYOUZHEXIANTIANDEYOUSHI,DANZAIDIANSHANGRENCAIDECHUBEISHANGQUEYANZHONGBUZU。SHOUXIAN,CHUANTONGPINPAISHANGZAIXINZIJIEGOUSHANGDUIDIANSHANGZHONGGAODUANRENCAIMEIYOUXIYINLI,QICI,CHUANTONGPINPAISHANGDIYUDEXIANZHIYEHUIJIADADIANSHANGRENCAIDEYINJINNANDU,DISAN,CHUANTONGPINPAISHANGTEYOUDEZHONGYINGCAIPIAOZHUCEYUHULIANWANGGONGSIZHONGYINGCAIPIAOZHUCEJIYINDECHONGTUYEHUICHENGWEIRENCAIYINJINNANDEYINSU;BENCIZOUFANGDIAOCHAZHONGBUSHAOYUSANJIACHUANTONGPINPAISHANG,DIANSHANGTUANDUICHAOGUOJISHIHAOREN,DANSHIHEQIGUANLIZHEJITUANDUICHENGYUANSHENRUJIAOLIU,QUEFAXIANTUANDUICHENGYUANZHONGZHENZHENGDONGDIANSHANGDEJIHUMEIYOU,ZHEIJIUSHIDANGXIACHUANTONGPINPAISHANGRENCAITIXIJIANSHEDEZHENSHIXIANZHUANG。

  财务体系

众盈彩票注册  ZIBENSHIBASHUANGRENJIAN,DANGXIADUISHERUDIANSHANGXINGYEDEZIBENMENJIANYAOQIUYIJINGFEICHANGGAOLE,SUISHUOZIBENSHICHUANTONGPINPAIZUODIANSHANGDEYIGEYOUSHI,DANCAIWUTIXIDECHUANTONGHUAYOUQIAQIASHIZHIYUECHUANTONGPINPAISHANGDIANSHANGZHILUDELANLUHU。TONGGUOBENCIZOUFANGDIAOCHAJIJIEHEGUOWANGANLI,CHUANTONGPINPAISHANGZUODIANSHANG,SUIRANDUIWAIXUANCHENGCAIWUDULIHESUAN,DANZHENSHIXIANZHUANGQUESHIFENGONGBUFENJIA,MINGYISHANGSHIDULI,DANSHIJISHANGCAIWUQUANJUEDABUFENHAISHIZHONGYANGJIQUAN。CHUANTONGPINPAISHANGDIANSHANGTUANDUICHENGYUANYIJIANZUIDADEJIUSHICAIWUSHENPILIUCHENGFUZA,CENGCENGSHENPI,DEBUDAOCHONGFENSHOUQUAN。ZHEIDAOZHIDIANSHANGXIANGMUDEBUDAOKUAISUXIANGYING,YANZHONGYINGXIANGDIANSHANGYUNYINGXIAOLV,JIANJIEDAOZHICHUANTONGPINPAISHANGDIANSHANGTUANDUICHENGYUANLIUSHILVGUOGAO,CONGERYINGXIANGZHENGGEDIANSHANGYUNYINGTIXI。

  任重道不远

  SUIRANCHUANTONGPINPAIDIANSHANGZHILUDAOMUQIANWEIZHIXIANYOUCHENGGONGANLI,FAZHANZHILUYIJIURENZHONGDAOYUAN。ZHIDEXINXIDESHI,TAMENYIRANZAITANSUODIANSHANGZHILU。LIRU,2011NIAN9YUELAOZIHAOPINPAIBAIQUELINGZAITAOBAOSHANGCHENGKAIZHANLESHENGSHIHAODADESHIYONGTIYANYINGXIAOFrom EMKT.com.cnHUODONG,DIAODONGLETAONEI、TAOWAI、SHEJIAOXINMEITIDENGYIXILIEGUANGGAOJIMEITIZIYUAN,BAYICISHIYONGYINGXIAOHUODONGZUODAOLEJIZHI。DUIYUYIGESHIYU1931NIANDECHUANTONGLAOPINPAI,NENGGOUGANYUELEICHI、YONGCHUNDIANSHANGDESIWEIMOSHIQUZUODIANSHANG,SHIYICISIWEIMOSHIDEZHONGDAZHUANBIAN。CIJUKEYIKANCHUCHUANTONGPINPAISHANGDUIDIANSHANGDEZHENZHENGRENSHIZHENGZAIBIANDEYUJIALIXING、CHENGSHU,XIANGXINZHIYAOFANGXIANGDUILE,CHUANTONGPINPAISHANGDEDIANSHANGCHENGGONGZHILUJIUBUHUITAIYAOYUAN。

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