胜了营销输了管理 危如累卵万家乐（Win lose at stake Macro marketing management）

胜了营销输了管理 危如累卵万家乐（Win lose at stake Macro marketing management） 胜了营销输了管理 危如累卵万家乐(Win lose at stake Macro marketing management) First, win marketing In 2004, Macro Gas Co. Ltd. honor room, was a "Macro brand gas water heater, became the 2003 annual national market sales of similar products in the first" plaque. The National Bureau of statistics under the China industry enterprise information publishing The results of the annual monitoring center show that in 2003 the national gas water heater sales ranked 19 in Macro. 67% of the share, ranked first. At this point, Macro gas water heater, has won the championship for 15 consecutive years winning. The water heater industry China, is "Crouching.Tiger,Hidden.Dragon", "war is in high incidence area". Far not said, only in the Pearl River Delta region, there are Macro, Vanward, Vatti, etc. a large number of well-known brands in china. Can Macro in the multitude of strong competition in the industry, held for 15 consecutive years sales of similar products in the country first, the market management means there are attractions. The ability to manufacture first-class and rich product structure, is Macro roots foundation. The main production equipment Macro gas company, respectively, from Japan, Germany, Switzerland, the introduction, a total of 15 modern production lines. An annual production capacity of 2 million units, gas water heater, gas stove, electric water heater, 1 million 500 thousand sets of 800 thousand sets, 100 thousand sets of solar water heaters, lampblack machine production capacity of 500 thousand sets. The product structure has penetrated into every corner of the kitchen appliances. At present, Macro gas company, has included more than ten products, gas water heater, gas stove, electric water heater, lampblack machine, solar water heater, induction cooker, disinfection cabinet, electric cooker, grill, etc.. The broad industry product line, mutual cover, rely on each other, diversified development in related industries in the Macro, show the competitive advantage. Another secret of success Macro gas company, is busy in others "cloning" of foreign products, easy to imitate or hard-edged to seize the market, with the sense of urgency and sense of crisis on the ground for technology research and reserves, continue to strengthen the core strengths, keep their own ground. On behalf of the domestic gas with advanced R & D strength of the "Guangdong gas engineering technology research center", is located in Macro gas company. This "technology incubator", there are a large number of scientific research achievements every year, to fill the domestic blank; Macro gas company as the only production companies involved in the development of GBl6410--1996 "national standard household gas stove"; April 1, 2002 promulgation and implementation of the GB6932 - 2001 "home fast gas water heater, the national standard" is also called Macro drafting revised. Macro gas company, investment in technology research and development since 2002, it increased to 5 to 6 percentage points. In this industry trend of the day, the gas industry profits increasingly thin today, is a kind of courage, is also a kind of vision. It is such a decision, the Macro always occupy the commanding heights of technology. First class technology, also has the strict quality system assurance. The perfect combination of science and technology, quality and service of the three products to the market and consumers. In early 1995, Macro gas company is the first in the industry through the IS09001 international quality system certification; in 2002, through IS09001, IS014001 quality and environmental management system certification; in recent years, the three was awarded the "national quality benefit enterprise"; for 10 consecutive years by the product quality is outstanding, won the National Quality Supervision and inspection and quarantine key recognition. "National best product award" and "fine" and so on. Macro with high-quality products, out of a "technical quality, to the quality of famous brand, famous brand to enter the market, with the market efficiency, to the benefit of promoting development of the road. Over the years, Macro gas companies with high quality products, good reputation, established a sound marketing network. Nearly 5000 of sales terminals, throughout the country large and medium-sized city and two or three level market, the largest share in the same industry. At the same time, Macro gas company has established a large customer service service system, There are Macro product sales, there is Macro service team, won the trust of consumers. Two times won the "national customer satisfaction advanced unit", in 2000, became one of the first batch of eight enterprises were allowed to use the China Consumer Association "3 - 15 mark". When it comes to Macro brand promotion, Macro people seem to have endless tales. In early 1980s, with the Hongkong film and television celebrity Liza Wang saying "Macro, Le" advertising, "Macro" a loud and warm name on both sides of the Changjiang River widely known to every family. Several wars become a classic story Chinese marketing marketing industry, is widely spread into advertising marketing case. Macro employees, the Macro and China marketing war, always talked about. Macro is so far the gas appliance industry and even the earliest invested large sums of money for the brand image promotion company, rich enterprise culture and brand culture make Macro prosperous. In 1996, Macro to 10. The brand value of 300 million yuan, in the same industry to be included in the "China most valuable brand"; by the end of 1999, "Macro" by the State Administration of Industrial and Commercial Bureau identified as "A Well-Known Trademark in China"; in September 2002, by the National Quality Supervision Bureau China brand Strategy Promotion Committee awarded the "China brand", the industry has become the one and only "double". Over the years, "Macro" was named for consumers "shopping preferred brand" and "ideal brand". In September 2003 Macro production of gas products in the first in the industry to get China environmental label product certification "and" green choice bulletin "and" certificate of type "etc.. Macro in creating international famous brand of the long journey, robust and solid to walk, every step left a sad story and lead a person to endless aftertastes. Two, transportation management However, the Macro surface FengFengGuangGuang, but because of various errors in management, then it is in danger. In June 24, 2004, Guangdong Macro Limited by Share Ltd announced its xinhongjian and the Foshan City Real Estate Co. Ltd. jointly funded the establishment of Guipanwan Shunde District of Foshan City Real Estate Co. Ltd. has completed the business registration procedures, the upcoming listing. This marks the Macro in the home appliance industry has been very difficult old water heater predators, fought in the real estate industry to seek self-help. Macro once accounted for nearly half of the market share Chinese water heater market. However, since 2000, Macro performance began to decline, and consecutive years of losses. In the first half of 2003, short-term borrowing Macro has reached 10. 9 billion 200 million yuan, long-term loans amounted to 7. 8 billion 500 million yuan, long term liabilities due within one year of 40 million 250 thousand yuan. Asset liability ratio as high as 87. 19%. The second half of 2003, for the realization of losses, Macro respectively three enterprises under the most profitable Shunde Zhende Plastic Machinery Factory Co Ltd, Shunde City Chun second plastic machinery factory Co. Ltd., Shunde City Chun third Plastic Machinery Co. Ltd. the total share capital of 49% of the shares transferred to the China Investment Co, Zhenxiong, Zhenxiong Shunde Investment Limited Zhenxiong, Daliang Investment Limited, realized 2. 100 million yuan. Therefore, the main purpose of Macro Guangdong to invest in real estate, is largely in order to effectively revitalize the company's land resources, land development and accumulated experience, and make a profit from the huge profits in the real estate industry, and ultimately for the company to reduce the debt. Macro shares of the company but also for the day, then spent 300 million yuan to buy "Macro group" trademark, brand management market has been controversial, but not at the expense of 300 million yuan, Macro group still does not survive. Macro said in August 2002 release of the equity transfer announcement, according to the Foshan City Intermediate People's court ruled that the "civil order", Chen Cunzhen XinDa Shunde City Industrial Development Co. Ltd to transfer the company's second largest shareholder of Guangdong Macro group company holds all Macro corporate shares 128. 567. 268 shares (accounting for 22 of the total share capital. 33%), the transfer price of 0 yuan per share. 84 yuan. Equity transfer procedures have been completed. In fact, in 1997 Macro group had no choice but to be the first major shareholder ceded Guangdong Sony Corporation, but now even the status of shareholders in the joint-stock company are not insured. The Macro group dragged Macro Ag 2001 and 2002 annual losses for two consecutive years, in May 12, 2003, the company shares delisting risks special treatment, the stock referred to as a corresponding change to "ST kellogg". This means that has huge loss for two consecutive years Macro, if there will be no substantial improvement in operating performance, the company will be delisted. First of all, Macro group of listed companies occupy a huge amount of money. Statistics show that as of June 2000, the first major shareholder of Guangdong ST Kellogg Macro group company, through short-term investment, short-term loans, accounts receivable and other receivables, cash a total of 12 listed companies occupy. 7 billion 900 million yuan; as of November 19, 2002, ST second as the major shareholder of Guangdong Kellogg Sony Group Company has a total of 4. 1 billion 500 million yuan of bank loans unable to repay the principal and interest, because Macro shares to provide guarantees, liability falls completely in the ST family on the body; in addition, the Shunde municipal government affiliated enterprises in Shunde investment holding corporation has been in arrears ST Kellogg cash 3. 07 yuan, the other two - Guangdong Huabao group and Hongkong group company, with the Shunde municipal government's arrears on ST Kellogg, and a total of 4. 06 billion yuan of debts. As a result, the big shareholders and related enterprises in Shunde City, from ST Kellogg accumulated up to 24 cash withdraw. 07 billion yuan. When the height of the ST family, but also the total assets of 3 billion 100 million yuan, net assets of only 1 billion 200 million yuan. Because of the serious deficits, Kellogg ST cash flow has serious problems, have a significant impact on business. Among them, especially to provide loan guarantees for Sony Group and Macro group, was sentenced to bear joint liability guarantee, the crisis caused by corporate debt repayment, resulting in a huge asset seizure by the court to freeze the Macro 9 in 2001. High loss of 785 billion 600 million yuan. In 2002 despite the efforts, the company is still a loss of 100 million yuan. Moreover, Macro group and Sony Group of the two original shareholders, provided a lot of water assets. The two big shareholders and related enterprises, accumulated from the listed company took more than 2 billion 400 million yuan of money, repayment in debt restructuring are mostly poor asset liquidity and profitability. Such as land, real estate, "Macro" trademark. Because the debt assets more water, they ST Kellogg's hand, quickly depreciated. Among them, Macro group with 10 cases of real estate debt 6. 3 billion 200 million yuan. But the property management meager earnings, according to par value of the transfer, the company has provision for 1. 01 billion yuan. Macro group, with 9. The three piece of land of 430 thousand square meters, 2. 8 billion 300 million yuan. But the land valuation is higher than the price, the company has provision for 1. 7 billion yuan, "Macro" trademark of debt of 300 million yuan, at present is clearly not according to the original value of cash, the company only plan for impairment 1. 3 billion 400 million yuan, a total of more than 4 provision for impairment. 05 billion yuan. In order to ensure the quality of earnings in 2003, the company was forced to sell equity assets. In September 30th, ST has announced that the company will hold for Shunde City Chen de Plastics Machinery Co., Ltd. of Shunde City Chun second plastic machinery factory Co. Ltd., Shunde City Chun third Plastic Machinery Co. Ltd. the total share capital of 49% of the shares were transferred to China Investment Co, Zhenxiong Zhenxiong Shunde Investment Co. Ltd., Daliang Zhenxiong Investment Limited, the transfer price of 2. 100 million yuan. It is reported that Chen de presses is currently one of the largest injection molding machine manufacturer, as Macro holds the most profitable equity assets. From the semi annual report of the company's profit source, can be confirmed. The first half of 2003, the company achieved a net profit of 29 million 500 thousand yuan. Among them, Chun presses investment income reached 29 million 180 thousand yuan, accounting for 98 of the net profit from 1 to June. 92%. ST is the most sold Kellogg laying hens, shishuwunai. In early 2001, due to the former major shareholder Macro Sony Group and Macro group provided 4. 05 yuan loan guarantee overdue, resulting in a large number of Macro asset seizure by the court to freeze, Chun machinery is one of the seized assets. This is in fact a ST family in order to avoid the court to enforce asset auction, causing enterprises greater losses. This time, Chen de presses the transfer price although the total amount of up to 2. 100 million yuan, the premium rate as high as 272. 37%, the company investment income 1. 100 million yuan. But the 1. 100 million yuan, only by the seizure of the account designated by the court, for the settlement of relevant bank debt. In addition, ST Kellogg due to profit also wantonly "rent" Macro brand. It is understood that in February 2002, Macro Limited by Share Ltd and Zhuhai feixiangda industry limited company signed a "trademark license contract" in the production license, fly up to the air conditioner and refrigerator products in compensation for the use of "Macro" trademark. Since then, the "Macro" brand to rent by Shunde konse electrical appliance company that bought the brand management, the main production Macro disinfection cabinet. "Macro" brand of disinfection cabinet manufacturing, marketing and all other links, are completed by Kang star, and the owner of the brand ST Kellogg has nothing to do. Macro Limited by Share Ltd in operating difficulties, a year later, the operation of "Macro feixiangda air-conditioning" was in trouble, Macro brand also fall into the embarrassing situation. This is for the Macro company scar sprinkle salt, exacerbating the decline of Macro "brand. In the brand management buyout case, the owner of the brand, its products production and marketing, basically there is no right to speak. This is in fact a brand "out of control", did not give significant loss of intangible assets. But Macro needed by brand operation returns, has been "beggars". China is building a moderately prosperous society of gold development stage. The development of the water heater industry at the right time. At the same time, Macro had depleted the valuable resource of enterprise development. Since 2000, Macro image advertising, has been very rare, after the brand trademark transfer, greatly damaged the brand image of the Macro, there was no appropriate public relations activities, to restore the reputation. At this time, if rivals launched a massive attack, Macro will be how to protect themselves? Three, Macro key Revelation The brand image is a long-term project, requires long-term investment. Let the brand damage and no loss of profit as the same as that by dereliction of duty. The capital chain for the enterprise lifeline. The management system of the confusion caused by the debt and loss of assets, the company was in danger. The quality and service, coupled with the huge coverage of excellent sales network, the three is the magic weapon of the enterprise. The technology continues to strengthen and investment, is to consolidate the strategic high ground. Macro at this point, praise worthy to follow.