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2 Enterprise brand strategy in different growth stage
Enterprises in different stages of growth with its own growth characteristics, businesses in the implementation of its brand strategy also should address the different characteristics of different brand strategy, adapted to the growth stage of the different demands of corporate brand strategy to achieve the goal.
2.1 Startup stage brand strategy.
A startup stage establishment brand basic request is enterprise own strength is strong, has the development future, the product interchangeability is very high, namely between the competition product difference is extremely small, the rational benefit actuation is insufficient to change customer's purchase behavior. If the enterprise chooses establishes own brand, that must in the startup from the very beginning on the setting up greatly strengthened brand consciousness, carry on the comprehensive plan to the brand, in enterprise's management, the management, the sale, the service, the maintenance and so on various all take establishes the brand as the goal, is not merely relies on traditional the tactical method, like the symbol designs and disseminates, the media advertisement, the promotion and so on, but is stresses on the brand long-term development. Many domestic enterprises always want to get it done in one action, how fires as soon as possible brand strategy Jian Huacheng brand well-knownness the question, uses the well-known commercial media in a short time to accomplish an well-knownness very high brand, but majority is actually appears briefly, investigates its reason to lie in the enterprise not to carry on the comprehensive plan in the establishment brand process to the brand, definite brand core value. Therefore, the enterprise in the startup stage establishment brand, besides must fire the brand as soon as possible well-knownness, the essential question is must establish the brand the core value, provides a unique purchase reason to the customer, and argues vigorously through the effective dissemination and the communication lets the customer know.
Although the brand is the commodity market development big trend, but speaking of the single enterprise, whether has to use the brand also to 毕业论文
http://www.751com.cn the situation and customer's actual need, to the strength weak small and medium-sized enterprise, the enterprise scale, the personnel, the fund, the time restriction, regarding is been unable in the production process to form especially certain characteristic the product, or because the product homogeneity is very high, customer when purchase cannot excessively many pay attention to the brand the product, does not have the brand strategy not to lose is the method which may elect, like this may save the expense, the expanded sale.本文来自辣'文^论~文^网
Enterprise in startup stage, if both wants enable its product to have the brand effect superiority, and does not want to spend the very many energy establishment brand the speech, that borrows the retail merchant brand the strategy is a shortcut. The enterprise uses the middle man brand, may reduce the cost, wins the price superiority, uses middle man's superiority, omits seeks retails the channel and the promotion and so on the massive work. But is broad to a goal, the strength creates oneself name brand the enterprise, uses the middle man brand only to be able to be the expedient measure.
2.2 Growth period brand strategy.
When the enterprise marches into the growth period, enhances the brand the cognition, strengthens the customer to the brand core value and the brand individuality understanding is the enterprise marketing diligently key point. The brand cognition does not equate in the brand well-knownness. Brand well-knownness only responded the customer knows the degree to the brand, but does not represent the customer to the brand the understanding. The customer through looked, listens, and through to the product felt and the thought knows the brand. The establishment brand cognition, is not merely lets the customer be familiar with its brand name, the brand terminology, the mark, the mark or the design, the further is must make the customer to understand the brand the characteristic. At present China's multitudinous products have well-knownness, but in the brand cognition whole is extremely low, namely the customer to the domestically produced brand overall impression was inferior far is high to the overseas brand cognition, the very important reason is the enterprise has not transmitted for the customer one clearly, can meet the customer need the core value and the brand individuality. Must enhance the brand cognition, the most important way is the enhancement and customer's communication. The customer is obtains the information through each contact way, also has through each kind of media advertisement, in the product packing…………
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