From Nokia defeated Samsung to find the winning rule of brand operation

Latest statistics: In the first quarter of this year, Nokia mobile phone shipments of 83 million units, and Samsung mobile phone shipments of 92 million units. The Standard & upgraded company downgraded Nokia's credit rating to the "junk" level.

It is clear that Samsung has overtaken Nokia in handset sales, ending the 14-year dominance of Nokia as the world's top handset maker. For two of the top global handset manufacturers, the global market law is the same, is also fair, which is more than the negative is not accidental, there are management, decision-making, executive power and so on, we may as well from the actual http://www.aliyun.com/zixun/aggregation/ 18222.html "Analysis of the differences between Nokia and Samsung in the market performance, but also to the vast majority of mobile phone manufacturers, especially the fast-changing internet companies to bring more enlightenment."

"Fast" and "change"

The rules of "fast" and "change" adapt to almost every business today. is the enterprise development speed and the best interpretation of the state, today's market rapidly changing, the enterprise's decision-making to be fast, the implementation should be fast, at the same time, can not stick to the existing product model industry, to learn in the mode of the effective transfer "change", looking for the next possible breakthrough in the enterprise

Nokia's 14-year dominance in the mobile industry has been impressive. As a pioneer in the smartphone market in 2002, it launched the smartphone Symbian Series 60 as a leading position for smartphones. When Apple launched the iphone, Nokia did not seem to realize the subversive effect on smartphones until 2011, when it was able to launch the Windows Phone platform; instead, Samsung quickly grabbed the market opportunity and began to "change" and become very fast, not only to launch an Android system, Windows systems also have their own operating systems, and it turns out that their multiple-system strategic decisions are right.

Put eggs in multiple baskets

From the market point of view, is to require enterprises to make business decisions and product direction, in order to spread the risk of the implementation of diversification strategy.

For the current Internet and High-tech enterprises, especially entrepreneurial companies, probably a lot of people disagree with this law, advocate in a subdivision area to do fine do strong, but have to have a prerequisite, is that you must make sure that the product you do in the industry is not replicable, has been recognized by the market, has its unique advantages, otherwise, You put your eggs in one basket as much as possible.

This, Samsung did very wisely, when smartphones become the mainstream of the market, but have not yet to determine which system to win the case, the adoption of a multi-pronged multi-platform strategy, while using Android, Windows, and Samsung's Bata system, the goal is to spread the risk of a platform failure. At this time Nokia is diametrically opposed, stick to their own Symbian, perhaps the reason for the ship disaster, but the problem is you have to adjust, because the market is changing, or when you want to turn the time is already late, it turns out they are really late.

The Shaping of brand image

When we talk about apples today, many of the first things we think of are not "apples", it's about playing "Apple", because somehow he's already represented a trend, or "When you're using an Apple phone, you seem to be a little bit closer to fashion," and the brand concept and definition that Apple conveys is definitely doing great.

Of course we like or hate any product, the first thought is the body of the specific elements, such as: durability, simplicity, fashion, novelty, garbage, ugly and so on, like a person is the same. This time is the brand conveyed to people a symbol, the brand with some of the simplest direct characteristics of the people in the impression.

What do you think of when we think of Nokia today? Bulky big squares? Out? Whether he has become a memory of you. Side reflection: Nokia as an old brand, a bit old-fashioned, a lack of variability.

In addition, the image of a brand will be in the market with the behavior and changes in the hearts of consumers will continue to change the symbol.

Executive Force wins

Today, both Apple's Ihone and Samsung's Galaxy S-series handsets are more successful in branding and market behavior, upstream and downstream resource integration. Each product and model are expected, on the contrary, Nokia is not, especially in the new smartphone and product replacement.

"Today's market has never lacked good ideas, lack of good executive power" This sentence many people said, but there is a truth, no matter what kind of decision, even if the wrong decision, in our not sure is wrong situation, still want to carry on, otherwise how do you know the decision is wrong? Or prove you're right.

On the Nokia issue, too.