圣火品牌扩展的抉择
案例编号：
CN_2012ZLGL_6090
被浏览次数：
2432
案例名称：
圣火品牌扩展的抉择
译名：
The Brand Extension of Beijing Sunfire Company
案例作者：
李平
作者单位：
中国人民大学
译者：
-
案例企业：
北京圣火采暖设备有限公司
行业：
制造业、贸易/商业
学科领域：
战略管理、创业与创新、综合管理、其他
规模：
中小型
案例语种：
中文
案例类型：
决策型
中文关键词：
品牌；发展
英文关键词：
brand; development
中文摘要：
北京圣火采暖设备有限公司前身北京圣火科贸有限公司于1996年3月在北京市创建，是集家用与工程暖通和家用水处理等产品的研发、生产和销售为一体的大型企业。北京圣火公司的发展过程就是董事长王锋的艰辛创业史。王锋离开国家部属研究所下海创业之后，以火一般的热情，经营自己的事业。公司做过锅炉、中央空调除垢、清洗水处理等服务业务，随后又建工厂、创办实业，做商业房产。2001年，王锋经过半年的市场调研后，开了第一家“圣火暖气超市”，成为全国第一家散热器专业销售超市。大量投放广告和大批开店给圣火的知名度带来了很大效益。公司经过十多年的打拼，取得了非常骄人的业绩和无数的赞誉，在采暖行业里占有了一席之地，而且顺应国际形势，率先发展节能减排产品，在行业里树立了榜样。如今，圣火又处在品牌发展的关键期，圣火人在思考下一步该何去何从？
英文摘要：
Beijing Sunfire Heating Equipment Co., Ltd (the abbreviation is “Sunfire Heating Company”, the following discussion mainly called “Sunfire”) formerly was Beijing Sunfire Technology and Trade Co., Ltd. The company was founded in March 1996 in Beijing, it is a large enterprise which collects the R &D, production and sales on household and engineering HVAC, water treatment products and so on. The development process of Beijing Sunfire Company is hardly entrepreneurial history of the chairman WANG Feng. WANG Feng plunged into the commercial sea and run his own business with fiery passion since leaving the country subordinate institute. The company had done boilers and central air conditioning dirt-remover, cleaning water treatment and other service business,then building its own factory, establishing industrial and commercial property. In 2001, WANG Feng firstly opened a \"Sunfire heating supermarket\" after six months market research and became the country\'s first radiator professional sales supermarket. Large quantities of advertise and opening many shops raised the popularity and brought great benefits. The company has fought more than 10 years and achieved very proud achievements and numerous accolades. In heating industry, it has occupied an important place. The company conformed to the international situation and took the lead in development of energy saving and emission reduction product, setting an example in this industry. At present, Sunfire people are thinking about the next step where to go in the nick time of brand extension.
适用对象：
MBA、EMBA
编写方式：
采编
开发时间：
2010
入库时间：
2012
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