TCL多元化战略分析

TCL Diversification

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多元化的原因，是基于分散经营风险、整合剩余资源、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。
- 多元化 /
- TCL /
- 家电
Abstract: Hereby we analyze the diversification of TCL from different aspects: the uniqueness, the reason, existing problem, and the future. Uniqueness of TCL in diversification: acquire the resources necessary to enter into one new domain by means of franchise; enter into one mature market from certain niche market; pay much attention to innovation of way of marketing. Why diversify? Apart from the general situation of the industry of home appliances, there are needs asking for diversification: the need to lower business risk; produce synergy by coordinating surplus resources; 3, the need to achieve “3 C into 1”, the strategic goal of TCL’S diversification: three C into one
- Diversification /
- TCL /
- Home appliances