品牌营销战略参考文献和英文文献翻译 第7页
Guangzhou Kit silver toothpaste plant to 2 million low-priced brand will be transferred to the joint venture, etc. [4]. This is an outstanding example of the horrible consequences of today has become increasingly apparent -- the loss of their own brand enterprises, products and intellectual property, competitiveness of the national industry, where does it go?
3. Brand Strategy
Brand Strategy overall enterprise strategy is an important component part, and the implementation of brand strategy is the ability to enhance the competitiveness of its products in the inevitable choice. Adapt to the current market opening, Brand Strategy, Marketing is a work of the urgent tasks.
3.1 establishing the correct brand awareness of competition and strive to improve the competitiveness of Bran
With the opening up of international and the acceleration of the process, China has entered the era of brand competition, the creation of brand, brand publicity. brand protection, brand development, and follow the road of brand has formed a consensus.
But brand growth is not a simple one riding off task, but a long-term project, need overall planning, the overall consideration. In connection with the reality of China's enterprises in accordance with its own conditions and characteristics, the analysis of the market environment on the basis of develop brand strategy, brand implementation projects, including "the development of competitive products, consolidating brand; foster new products, brand; highly sophisticated product development, cultivate brand. "The strategy, brand strength to grow and expand market share, establish a brand image. Of course, a good brand is the market of consumers recognized the results, instead blowing of work, enhance brand competitiveness not only in the advertising business, is a first-class, but also in the quality of products, technical performance, style shapes, and after-sales service, trademark design aspects are first-class.
3.2 Brand positioning, Training consumer brand preference and brand loyalty
Brand image of the 毕业论文
http://www.751com.cn/ 论文网
http://www.751com.cn/ industries or no value, such as the "Pepsi" is a kind of carbonated beverages, This brand extension of up to the food industry, and then extend out, and its value can not transfer. Brand is the competitiveness of the overall performance. Brand preference and brand loyalty is established brand to establish the premise that this is not an easy thing, It enterprises need a good market credibility and ethics as a guarantee, while maintaining the right of consumers AAU (consumer to the brand famous Awareness, Attitude attitude, the use of state Usage, the initials) tracking adjustment capability. Therefore, the establishment of customer information feedback system, continuing to collect changes in consumer preferences, customer brand. to provide consumers with personalized service, it becomes a very necessary. Enterprise customers on the brand loyalty is a long-term cumulative result is not a short time. Coca-Cola brands establish a hundred years of history, the image of the Marlboro swept the globe for more than 40 years. Enterprises have benefited from the implementation of the long-term marketing strategy results. Consumer brands to the profound impression only after long line marketing activities, create a satisfactory and acceptable.
3.3 Design brand follow the law, pay attention to brand image
Brand design is an art. Not only in the eyes of consumers was impressed, but also stimulate consumer spending desires, in addition to product function, quality, packaging, Design is the key, trademark design is also very important. Usually, with beauty, culture and rich contents, simple catchy and easy to recite idea of fine craftsmanship, can transcend time and space and the lips of the brand most likely to be accepted by consumers. Brand designs often to show business purpose and core values, but its foothold most rooted in the corporate advantages, Consumer characteristics, peer comparing 3D coordinates. If three M brand strengths lie in the machinery, power and management, and services to meet the needs of the company office and factories manufacturing needs, In counterparts highlight is "small but excellent" personality and Digital technology leader's charisma. Indeed, brand design must conform to the changes in the market has been continuously enriched and innovation, which is brand competition to win the weapon.
3.4 multi-brand competition means
Most of China's enterprises in the current stage of development, brand strength is weak,
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