資源描述：
《‘萬(wàn)家樂(lè)空調(diào)‘危機(jī)拉響警報(bào)凸現(xiàn)品牌管理缺陷》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在工程資料-天天文庫(kù)。
1、'萬(wàn)家樂(lè)空調(diào)'危機(jī)拉響警報(bào)凸現(xiàn)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
