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1、'万家乐空调'危机拉响警报凸现品牌管理缺陷MacroLimitedbyShareLtdwill"Macroair-conditioning^trademarkrightsfortheleasetoflyupto,industrialexpansion,andobtaineconomicbenefits,however,thelackofriskcontrolandwarningmechanismnecessaryinbrandmanagement,resultinginbackfire・InDecember2001MacroLimitedbyShareLtd(hereinafterrefe
2、rredtoasMacroshares)apapercontract,/zMacroairconditioning〃trademarkrights,tousefeeof10yuaneach,soldtoZhuhaifeixiangdsIndustryCo.Ltd.(hereinafterreferredtoasfeixiangda)・Afterlessthan3years,inMarch4,2004,thecompanysuddenlybrokefeixiangdaunabletorepaybankloans,arrears,hugeamountsofmoneygoingbankrupt・
3、Thegatesoffire,adverseimpactstofish,"Macro"brandseriouslydamaged.TheMacrorentalbrandtoachieveindustrialexpansion,andobtaineconomicbenefits,however,thelackofriskcontrolandwarningmechanismnecessaryinbrandmanagement,resultinginbackfire・"Feixiangda"eventMacrobrandfromthedisasterwiththisbrandofpaperthe
4、tentaicontractfeixiangda・Whathappenedinthefuseof4thismonth,thecompanysuddenlybrokefeixiangda.unabletorepaybankloans,arrearsofpayment,hugenewsofimminentbankruptcy.Then,，zMacroair-conditioningproduction",，zairconditioningMacroinsolventseized"reportsfullofmajormedia・Allegedly,feixiangdaowedtheBankofc
5、ommunications,ShenzhenDevelopmentBank,industrialandcommercialbankloanshasmorethan100millionyuan,thepaymentdefaultsupplierisalsoestimatedtohavesevenoreightmilliondollars・Atpresent,theBankofcommunicationsinthecourt，sintervention,hasseized25000setsof，，Macro，zairconditioning,ShenzhenDevelopmentBank,in
6、dustrialandCommercialBankofChinahasalsobeenrequestingthecourttotakemeasurestopreserveassets.Thisreporterfromthe4day,hasbeenlinkedtothelegalrepresentativeoffeixiangdaIndustryCo.,ChenXuefeng,butthecompanynevercallnoanswer,Chen，smobilephonenumberhasbecomeempty・Asuppliersaid,asearlyasafewmonthsago,Che
7、nXuefenghasbeentheZhuhaifeixiangdaindustrychangedtoamannamedLiMing,andLiZaitoldreportersthathe"hadbeensetupbyChenXuefeng〃・Datashowthatfrom1990to2001,flyuptothecompanyengagedinrefrigerationindustriallogisticsandre
