" milk power of three deer " Incident and " The famous-brand effect " Introspection
In the market competition, examine through practice and consumers approve that break out from numerous brands, the brand with higher popularity is a famous brand. The famous brand has a lot " The famous-brand effect " ,Such as the effect of the green light, rolling the effect, radiating the effect, independent effect,etc.. Among them the most important thing is the effect of the green light.
The green light effect naming products are unblocked on the market after numerous test. This is not merely shown as the quality inspection department in the country has cancelled the test of this leading brand product on the system, make it become " The products exempt from inspection " ,Still display in consumer's general approval of leading brand products from the psychology and trust, make it set up the sign exempt from inspection in the mind of consumer.
However, " milk power of three deer " that will happen in 2008 The incident made people right to be so-called " The famous brand " It is worried to add manily. In June of 2008, the first hospital in PLA, Lanzhou receives the first trouble and " kidney stone " Baby,it is short two piece month, it is rise to by 14 pieces not to suffer from by baby of calculus. Through checking and verifying, because eat " gather cyanogen amine three times " in three deer milk power in secreting urine calculus of these babies Due to. In the milk product special renovation activity that the country carries on subsequently, detect " milk power of question " in 10 days 3215.1 tons, 22 enterprises enter " blacklist " ,Include being covered with such domestic milk product giants of ox, Erie, brightness.
As everyone knows, in China, three deer, cover with ox, Erie, the intersection of brightness and four major famous-brand enterprise, monopolize the intersection of Chinese and the intersection of milk product and more than half pieces of rivers and mountains of trade nearly, consumers have been deeply in love with products of these famous-brand producers all the time, and these great famous brands have been listed in the ranks of the national food exempt from inspection for a long time. The famous-brand effect is undoubtedly apparent to the limit, and " milk power of question " Shock and introspection which appearance last we being strong.
First, famous-brand effect enterprises have relaxed the requirements for goods quality. The famous brand is undoubtedly a weight of the most sufficient marketing, " effect of the green light " that the famous brand brings Make the goods unblocked on the market, root in the mind of consumer; Famous brand " Roll the effect " With " radiation effect " Make enterprises make use of higher market share to realize the expansion in low cost, carry on the development of many kinds of new products; All these establish the foundation that enterprises realized maximizing, become the best marketing business card of the products. But enterprises often ignored the foundation of the famous brand of its achievement at this moment, that is quality. The foundation that enterprises realize profits and maximize lies in excavating market demand to the maximum extent, namely is approved by consumers. And what consumers cared about most is the quality of the goods, only goods quality are approved by consumers, could let the demand be turned into realistic purchasing power and profit. Therefore enterprise, while making the famous brand, must all regard quality as the core, because quality is a kind of standard, a kind of commitment, a kind of image, and only the ability brings the real actual effect (profit) . But famous-brand enterprises ' Especially products exempt from inspection) After often receiving good reputation, letter recognizing and outstanding image of quality testing of the market, have forgotten all these foundations that is produced. The natural instinct that enterprises chased the interests has overcome the self-containment criterion of enterprises, " effect of the green light " of the famous brand Become the foundation that enterprises are regarded as blindly, evolve " milk power of question " out Such a tragedy.
Second, the famous-brand effect makes consumers follow blindly to the famous brand. The psychology is that great majority consume the usual psychology of the behavioral host to comform, have especially already planted in the mind of consumer deeply to the trust of the famous brand, this is paid attention to wholeheartedly and utilized by a certain bad psychology of famous-brand enterprises, will cause the great damage to the people's real interests.
Third, the quality inspection department in the country does not have clear responsibility, ask the responsibility mechanisms are not complete. Three deer, it covers with oxes to be mostly in the leading brand product " The products exempt from inspection " ,Its quality guarantees mostly to expect self-containment, these soft standards of the supervision of public opinion on enterprises. This is being given to enterprises or produced outside ' Such as raw material supply) The specific lawless person has offered the opportunity. Because of lacking the sound supervision mechanism to famous brand, once leading brand products present the quality problem, investigate where square responsibility is a problem, encourage the bluster of the specific lawless person even more. The milk power incident of the question fully exposes this.
Through this incident, we obtain the following enlightenment.
As to administrative responsibile institution, should strengthen the supervision on the famous brand.
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