The new central issue of Chinese company decisive battle - - brand strategy

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Adopt brand strategy, a some is built in leading preexistence consumer intelligence distinctive acknowledge and associate, next the Matthew effect that magical function enhances oneself, final dominate exclusively this one acknowledge and associate, the brand had boundless appeal to consumer. And taking an advantage through what brand strategy builds is competitive brand short-term inside be imitated hard and of follow-up, although the competitor thinks because cost is too big,follow-up also is met, redound not within the foreseeable future and advisability abandons, can last to the enterprise the action propping up of gain surpasses a product far terminal of improved, promotion, increase the average sale such as advertisement investment to transmit an activity. Foresight person, be good at from a small clue one can see that is coming, have an insight into trend, hold first machine. No less than 80 time, who should have little advertisement consciousness first only, audacious dare cast advertisement to be able to rise abruptly; At the beginning of 90 time, who takes ad beautifully first, have artistic appeal, can precede; 90 time metaphase, advertisement is patted not only beautiful, have artistic appeal, have even appeal to seek power, can win; The later period in 90 time, who first the palm accuses terminal to be able to win the world temporarily; At the beginning of 21 centuries, who sells transmission and systematic sale ability to precede in integrated battalion can temporarily rule the region. But the everybody on these way when the level is well_matched, who holds new decisive battle focusing to nod first -- brand strategy management, can reshuffle, become new winner. Top-ranking integrated sale transmits strategy, have the ad that transmits force and appeal very much, the sale iron army-invincible army of battle of brave be apt to, executive Li Chaojiang, bayonet sees red price war, the terminal encounter of like a raging fire... Chinese enterprise is run in sale, advertisement, terminal on, can respecting very high level, but those who sow is dragon is planted, of results is flea, getting is endless trouble: Advertisement stops sales volume to glide immediately; Sale charge and brand found cost to always be resided do not fall high; The brand fights risk ability very poor, a negative report can damage a brand; The competitor depreciates, not follow-up depreciates sales volume can glide immediately; ... 　 often is, work laboriously all the year round, sale is gotten high breathtaking, but gain is small fearsome, a lot of illustrious and famous " famous brand " also without exception not exceptional. Look, had made sale and transmission according to groovy sale theory, already cannot bring further growth and new success for Chinese enterprise. Because, the sale transmission of the enterprise is done very outstandingly, very big, profit is apart from sales volume very high to make a strong brand successfully still be differred very far. So what is the standard of a strong brand? The main standard of strong brand can support an enterprise to be able to last namely gain, and the brand can be brought for the enterprise more can last gain, basically be the inner world that all information that can associate to a brand because of consumer can touch consumer deeply, produce active, good, cheerful psychology experience, consumer is willing naturally also to buy, more is bought, excessive price buys this brand. Visible, strong brand is the brand associates necessarily very rich and can bring active, good, cheerful psychology experience. Had made sale and transmission according to groovy sale theory, the matter that can not make strong brand is: Average sale transmission often can not build consumer the acknowledge to the brand and associate (brand advocate what expect) , although such doing,the sale of the enterprise can promote inside short time. Be like the aggrandizement management to terminal, terminal is displayed very conspicuous, vivid chemical industry is made do very reach the designated position, can get effect instantly promotes a sale; The brand of a lot of sneaker of Fujian advance river, move through looking for a figure spokesman to add concentrated advertising to pull, have national action business quickly, go to sale network dilate the whole nation, sales volume also can have fulminic growth immediately; Increase to the product 1 - 2 window, let a product more human nature is changed, also can let sales volume achieve growth; Depreciating is the clever action that increases sale time-tested more. But all all these, can bring transitory success only. Because, on competitor horse can follow-up. Advance river shoe gathers together the ground uses star, limit accrual already very low, the 4th effect that uses star with heel wind is inferior to how stamping the brand that waits to use star the earliest far; Giving a product to add window is competitor horse without doubt it is OK to go up me-too, how can otherwise have a product to had entered serious product coessential change the view of the times! Terminal is vivid the advantage that changing also can be in one day only, the competitor that wants you only asks top-ranking plane to design a company to design the terminal of beautiful Huan of United States annulus to show stock and level, have scientific assessment and strict government to selling a team next, the competitor can is close to immediately and surmount you. Unless afore-mentioned the brand that transmission is in all sale to be a center with core value hard identifies systematic commander in chief next spreading out, make sale ad fare deepens pair of brand identifying in stimulative consumer each minutes (brand advocate expect associate) . Once the brand took the lead in holding in consumer intelligence a certain acknowledge and associate, can arise unapproachable send an advantage first -- competitive brand wants shake to had been occupied acknowledge and associating is almost impossible. Do not know how to many brand also is in appeal to beg " health of nutrition, hair is bright lustre " , dan Panting firmly holds this one fixed position, not little even brand is being publicized " health of nutrition, hair is bright lustre " it is free in the side Pan Ting advertises, because of consumer already firmly ground " health of nutrition, hair is bright lustre " contact together with Pan Ting, mention " health of nutrition, hair is bright lustre " associate to Pan Ting immediately; Wo Erwo was held " the world is the safest car " associate, BMW initiates firm to invest 1 billion dollar really, go giving Biwoerwo to return safe car at the beginning of production of research and development, actually BMW is cast completely remove this money to there also is this foundation to go on the technology research and development gives security no less than Woerwo's cars, but consumer does not identify this account certainly, although can invite customer,perhaps admit, also need too too high cost, long cycle, the loss outweights the gain to BMW, be inferior to or go to the resource focusing of the enterprise hold accuse a technology, continue to occupy oneself traditional advantage to locate " driving fun " ; 6 gods are occupied " cool and refreshing, herbaceous elite, summer is best " associate, arrive so summer sales volume with respect to overgrowth, the market is had rate the first, who feels who also can be occupied this associates, can go trying, but won't have 2 results, it is to the loss outweights the gain certainly. Pan Ting, Woerwo and once 6 gods took the lead in holding in consumer intelligence " health of nutrition, hair is bright lustre " with " the world's safest car " , " cool and refreshing, herbaceous elite, summer is best " , with respect to through enhancing a process of Matthew effect oneself enlarge, final dominate exclusively " health of nutrition, hair is bright lustre " , " the safest car " , " cool and refreshing, herbaceous elite, summer is best " . " Bible " in " Matthew " the 25th chapter has so a few words: "Every some, add him to call him even redundant; Do not have, even him all also should seize. " this kind of typical phenomenon, be weighed for Matthew effect. What go up as a result of psychological reaction of the person and behavior is inertial, below certain condition, once advantage or inferior position appear, meet in the cerebra of consumer ceaseless aggravate, scroll is accumulated, appear sharp contrast, polarization, overmatch is stronger, the weak jumps over weak situation. Visible, some brand is built in leading preexistence consumer intelligence acknowledge and associate, next the Matthew effect that magical function enhances oneself, this can touch final dominate exclusively deeply the acknowledge of consumer heart world and associate, the brand had boundless appeal to consumer. This kind of advantage is competitive brand short-term inside be imitated hard and of follow-up, although the competitor thinks because cost is too big,follow-up also is met, redound not within the foreseeable future and advisability abandons, can last to the enterprise the action propping up of gain surpasses a product far terminal of improved, promotion, increase the average sale such as advertisement investment to transmit an activity. If a brand just has done sale to travel according to general sale theory, and did not come with brand identifying all sale transmit command, be impossible to make strong brand. Because, without brand strategy program, without brand identifying the sale of systematic commander in chief travels, can not deepen a brand to associate in consumer cerebra. Foresight person, be good at from a small clue one can see that is coming, hold first machine. No less than 80 time, who has little advertisement consciousness first, audacious dare cast advertisement to be able to rise abruptly; At the beginning of 90 time, who takes ad beautifully first, have artistic appeal, can precede; 90 time metaphase, advertisement is patted not only beautiful, have artistic appeal, have even appeal to seek power, with respect to can banner victory; The later period in 90 time, who first the palm accuses terminal to be able to win the world temporarily; At the beginning of 21 centuries, who sells transmission and systematic sale ability to precede in integrated battalion can temporarily rule the region. But the everybody on these way when the level is well_matched, who holds new decisive battle focusing to nod first -- brand strategy management, can reshuffle, become new winner. And this conqueror can last certainly very long, it is permanent likely even. Because had been proved very clear before us, rely on the dominant position that team of advertisement, strong sale, terminal builds, on competitor horse can follow-up is done weller even. And the power that brand strategy runs depends on, the firmly in intelligence of consumer of brand rate preexistence occupies Wei Mou associate, can make competitive brand almost impossible to succeed because of the action of Matthew effect follow-up, or although follow-up also cost is heavy the loss outweights the gain. Not again indulge competitor can imitate follow-up immediately and the sale that can bring brief advantage to you only, advertisement, terminal is run wait for strategy. 2005, chinese look forward to new central issue of decisive battle of general of course of study, brand strategy times came, are you ready? CNC Milling