百年雅芳大势已去  

Avon on the decline

作　　者：冯毓卿 郝继涛[1] 

机构地区：[1]和君咨询集团

出　　处：《经理人》2016年第2期56-59,56+16,共4页Manager

摘　　要：雅芳陷入了战略迷茫之中，过去每次转型太过于干脆，并没有处理好与商业伙伴之间的利益关系，导致经销商不断反弹。这种摇摆也使得其商业信誉受到损害。决策的连连失误导致经销商和直销人员都对雅芳失去信心，感到大势已去，市场份额急剧萎缩。Avon has fallen into strategic confusion.The previous transitions were too harsh which failed to coordinate the benefits with business partners.The loss of partners caused the damage of its business reputation.The continuous mistakes led to the loss of confidence of its dealers and salesmen,and caused the rapid loss of market share.The withdrawing of Avon from Korea where domestic cosmetics industry developed speedily is a good example.It might be soon that Avon will withdraw from China too.

关 键 词：雅芳 利益关系 商业伙伴 商业信誉 市场份额 经销商 直销 

分 类 号：F767.9[经济管理—产业经济]