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1、海信并科龙资本时代的品牌课题（HisenseandKelonBrandissuesinthecapitalera）Hisenseisinkelon.Awhiteelectricityandblackelectricityindustrymarriage,sothatShundeandQingdaothesetwoChinesehouseholdelectricalappliancemanufacturingcenterfinallyhadthefirststronghandshake.ItmaynotbegoodnewsforanyotherChinesehomeappliancei
2、ndustry.BecausethepatternofChinesehouseholdelectricalapplianceindustryhaschangedagain.Twoyearsago,thedomesticapplianceindustrytomultibrandmodeofoperationofenterprisesonlyKelonone.Nowthesituationhaschangedalot.WhenTCL,theUnitedStates,andotherenterpriseshaveasweetcapitalhand,Leroy,Hualing,LittleS
3、wanandotherbrandshavechanged,thetraditionalhomeappliancebrandgenealogyisconstantlybeingrewritten.HisenseholdingsKelonthistime,althoughtherearealotofaccidentalfactors,butisundoubtedlythecontinuationofthisdevelopmenttrend.InthehistoryofthedevelopmentofChinaapplianceindustryfornearlytwentyyears"le
4、ftfortheking",thecapitalisincreasinglybecomingtheprotagonist,butthebrandisfurtherreduced,andappropriateconcentrationoptimization.However,anothernoteworthyphenomenonisthatinthecapitalhandsurroundedbymultibrandfamily,formerrivalmoreinstantlybecomebrothers.Becauseofmanyfactors,itisdifficultforthei
5、nternalbrandstocompetewitheachothereveniftheyareinconflictwitheachother.PK,theoriginalcompetitionbrand,hasbecomeaplannedeconomywithintheenterprisebythefreecompetitionundertheopenmarketconditions.Brandconcentration,butthereductionhasencounteredproblems.Inthatyear,thereweremanyhistoricalreasonsfo
6、rtheformationofKelonmultibrandmanagementmode.Now,themultibrandcombinationofChinesehouseholdelectricalapplianceenterprisesmostlycomesfromthematchingofcapital.Ontheroadofmarketization,theinterferenceofnonmarketfactorshasbecometheoriginofmanyinequalities.Capital,themostsensitivemarketfactor,isbeco
7、minganonmarketfactorinthemarketruleofhouseholdappliancebrand,whichisguidingthecapitalofabrand.SpecimenKelonNowtherearefivebrands:KelonKelon,Ronshen,Warburg,powerandcombine.KELONisoriginal.1992,whenthecompanyhasbeenplayingintheworl
