海信并科龙 资本时代的品牌课题（Hisense and Kelon Brand issues in the capital era）.doc

海信并科龙 资本时代的品牌课题（Hisense and Kelon Brand issues in the capital era） Hisense is in kelon. A white electricity and black electricity industry marriage, so that Shunde and Qingdao these two Chinese household electrical appliance manufacturing center finally had the first strong handshake. It may not be good news for any other Chinese home appliance industry. Because the pattern of Chinese household electrical appliance industry has changed again. Two years ago, the domestic appliance industry to multi brand mode of operation of enterprises only Kelon one. Now the situation has changed a lot. When TCL, the United States, and other enterprises have a sweet capital hand, Leroy, Hualing, Little Swan and other brands have changed, the traditional home appliance brand genealogy is constantly being rewritten. Hisense holdings Kelon this time, although there are a lot of accidental factors, but is undoubtedly the continuation of this development trend. In the history of the development of China appliance industry for nearly twenty years left for the king, the capital is increasingly becoming the protagonist, but the brand is further reduced, and appropriate concentration optimization. However, another noteworthy phenomenon is that in the capital hand surrounded by multi brand family, former rival more instantly become brothers. Because of many factors, it is difficult for the internal brands to compete with each other even if they are in conflict with each other. PK, the original competition brand, has become a planned economy within the enterprise by the free competition under the open market conditions. Brand concentration, but the reduction has encountered problems. In that year, there were many historical reasons for the formation of Kelon multi brand management mode. Now, the multi brand combination of Chinese household electrical appliance enterprises mostly comes from the matching of capital. On the road of marketization, the interference of non market factors has become