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以上就是三株总裁吴炳新的一个总结。更多小说ltxsba.com如此看来,三株大堤之毁,并非哪篇新闻报道之所为,而是三株大堤之下的蚁穴成堆了。如果从事后诸葛亮的角度来看,三株被击倒,是不是一定要死掉呢?我看未必。就事论事,如果仅仅是因“常德事件”的新闻曝光而中招,三株集团完全可以事后补救,找出解毒良药。当年,美国强生公司也遇到过同样的麻烦,但几招过后就化解了危机。
强生公司生产的泰乐诺胶囊是一种止痛药,1981年就销售435亿美元,占强生公司总销售额的7%,占总利润的17%。1982年9月末的一天,一位叫亚当·杰努斯的患者服了一粒药后当天死亡;同一天,另一对服了泰乐诺的夫妇,也在两天后死掉了。消息迅速传遍了美国。强生公司在止痛药市场上的份额一度从353%下跌到不足7%,公司面临巨大危机。强生公司迅速做出反应:
第一步,调查并澄清事实
1)公司迅速收集了有关受害者的情况、死因、有毒泰乐诺的批号、该药的零售点、药的生产日期、送往分销网的途径等,为此,公司特别请了100名联邦调查局和州的侦探,追查了2000条线索,研究了57份报告。
2)求助媒体,希望它们提供准确及时的消息,以避免恐慌。通过调查,得出报告:有毒的胶囊是有人从药店买了成品后掺入氰化物又退回商店所致,并不是强生公司生产中出的问题。强生公司把这个消息传达给客户和媒体,仅电报费就花了50万美元。
第二步,评估并遏制事件的影响
“泰乐诺中毒事件”使强生公司损失过亿美元,但最主要的是对其商标本身的影响。强生公司事后进行民意调查,发现49%的人回答他们仍会使用这种药,于是,强生公司又把药摆到了货架上。
第三步,使泰乐诺重振雄风
强生公司为实现这一目标,采取了“稳住常客,渗透新顾客群”的策略,具体步骤如下:
1)请开发此药的麦克奈尔实验室的药学博士托马斯·盖茨在广告中向使用该药的美国人民致谢;
2)鼓励胶囊的使用者去试用泰乐诺药片;
3)公司承诺在“中毒事件”发生后扔掉泰乐诺的客户,只要打一个免费电话,就可得到25美元的赠券;
4)公司设计了一种新型防破坏的包装,增强人们的信任感。
强生公司通过一系列周密的计划和行动,仅用了8个月就使公司重新赢得了35%的市场份额,并一直维持到1986年,为强生公司赢得了巨额利润。
可见,同样是一次中毒死亡事件,三株公司得到的是一个大败局,而强生公司则转危为安,得到大胜局。其实,只要我们的企业家们善于学习,案例多得很。欧美日等强国搞了那么多年的市场经济,教训一大堆。美国汽车企业在20世纪30年代也像我国现在一样,有一百多个汽车厂,而以后只剩下三巨头,那么其它的公司是怎么死的?我们的一百多汽车厂老板有多少人去认真研究过?那么多要进军汽车产业的公司老板有谁去细细考察过?
败有败的理由,成有成的道理。
关于细节的不等式:
100-1≠99100-1=0
功亏一篑,1%的错误会导致100%的失败。
[记住网址龙腾小说ltxsba.com]
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