旺旺为何遭遇营销困境(续)？(国外英文资料).doc

旺旺为何遭遇营销困境(续)？(国外英文资料) See EMKT website readers want to why experienced marketing dilemma the enthusiastic response of the first part, the author will rest in this paper will also be published in Sun readers, the article is intended to introduce a panoramic view of the Wangwang group, in-depth analysis of Wangwang group management, to reflect the market ups and downs Wangwang group also, I hope to play a valuable role, can provide help for the interpretation of the industry want. Lack of human oriented corporate culture It should be said that the success of Wangwang snow cake is not only related to its technological superiority and the first opportunity to enter the mainland market, but also the unique enterprise identification system of Wangwang group. In terms of business name and product name, Wangwang has deep Chinese traditional color, and meets the psychological needs of Chinese peoples pursuit of happiness and health, and won a good reputation. In fact, Wangwang group for internal Wangwang another explanation, on the one hand want snow cake for a piece, want consumers want to be able to one and one kept consumption snow cake, the homophonic meaning wangwang. On the one hand, Wang Wang group determined in the food kingdom enduring king, day king means Wang Wang. Just want corporate culture brand of Xiyuan, recruiting talent, unity should be highlighted in the management theory of people-oriented idea and practice in corporate culture but want to go the wrong direction. The core of the concept of seeking employment can be said to be based on extreme distrust of employees. Such as want and employees signed labor contracts, is entirely in the companys position, reflecting the companys unreasonable and overbearing unequal contracts. Want for staff distrust, especially the mainland cadres in the appointment of distrust, from the entry procedures of employees can be reflected dripping. In general, the staff work Wangwang group in the formal entry formalities before