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《Journal of Beijing University of Aeronautics and Astronautics(Social Sciences Edition)》 2006-01
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On TCL's Diversified Management

QI Xiao-yao(School of Management,Tianjin University,Tianjin 300072,China)  
This paper analyzes the diversified management model of TCL in such aspects as its uniqueness,the causes,existing problems,and the future.Its uniqueness lies in the diversified management: acquire the resources necessary for the entry into a new domain by means of franchising;push into a mature market from a certain niche market with the emphasis on marketing innovation.Why diversify? Apart from the general industrial situation of home appliances,there exist the needs for diversification: lowering the business risks,producing synergy by coordinating surplus resources and achieving "3 C into 1".This diversification has also brought such problems along as clotting the marketing channel,scattering the group's resources and hindering the extension of its brands.
【CateGory Index】: F426.6
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