Over the years, the Chinese market are based on product awareness, to promote brand awareness to inform, and inform the simple promotion of enterprise products to achieve a high degree of brand awareness, and not favor products in the market, nor is brand reputation, why have such a reason is that China's market transition from a planned economy to a market economy, the demand is greater than the supply from the process of gradually transformed into the process of supply and demand balance, and different perceptual process the extent and rational elements are interchangeable. So, a lot of the popularity to win the market was seen as a matter of course.
so that consumers remember the brand, corporate brand by the market recognition and full acceptance by the market making unremitting efforts in the Chinese market, China's various different types of enterprises, foreign multinationals have a different mode of operation for the exploratory attempt to show the results in the market is largely to several aspects based, and these are sufficient proof of the performance of the operation of the Chinese market conditions and operational characteristics:
a cognitive level is greater than the perceived level of cognitive
know that you exist to let the market, perception is the time to let the market feel to your presence, just as our people, just know when to send a business card, this time, the two sides is only a preliminary understanding, in order to truly understand, but also both sides of the contact and the test of time. We and consumer brand companies do is contact with the process. from the product listing to the gradual recognition by consumers and to reach understanding that preferences are needed in this process.
we have of a singer for a public awareness can only stay on the surface level of understanding of the many singers who are dedicated to planning the planning, the real purpose is to not let the consumer understanding and public figures feel that the character's inner monologue and a real character, moral or other quality, so that knowledge can be extensive as the character of social recognition, such recognition is easy to reach markets and social effects, and for our businesses to reach to the consumer market awareness of their brand is easy to do thing, but to reach the market in order to understand and enjoy the market is not so easy, so, many companies are more concerned about how their brands to the majority of the market informed crowd, rather than how to perfect for the groups of psychological self, So there have been many well-known market is greater than the reputation of the brand, there have been a lot of knowledge in order to achieve a high degree of market operations, the formation of the Chinese market this process simple and widely accepted form of an operation:
1. without analysis of the experience of others,
brand marketing abroad advanced theory in the analysis there are many brands can learn from the experience, of which the brand can establish brand awareness of the condition of the depth and breadth of the brand, the breadth of the brand means to adapt to the age level of the product, consumer type and the type of international demand. A very breadth of the brand proves it can cross social, cultural and national boundaries, it can eliminate local protectionism. and the brand The depth and consumers are formed when an intimate relationship, which allows consumers to enjoy more advanced or the value of its brand strength may not show the absolute market share. but it has to influence The real power of the customer. we are now is that companies lack a force that may affect consumers.
the breadth of the brand, our lack of character on the integration of brand strength, the depth in terms of brand our lack of a better character creation and consumer integration, we look at the international brands we know the depth and breadth of the situation by product weight, market strength, product breadth, depth array of top brand brand:
product component
market brand strength
ranking
ranking
brand
1
McDonald
1
Disney
2
Coca-Cola
2 < br> Johnson & Johnson
3
Kodak
3
Harrods
4
Geely
4
Fagin
5
Microsoft
5
Sony
6
Dan Bisi
6
McDonald
7
Levi
7
Samsung
8
home Dulux
8
Camel
9
Benz
9
Sega
10
Disney
10
Harley - Davidson
The sub-sub-component to give the brand, the product component reflected in their particular field or market their advantage. This is a major component of brand strength. scores high. is reflected in the dominant market share (in this column, high scores are usually the market leader in this field.) brand through innovation and a clear view of the market in its standard-setting brand, leading to the same as the brand, its market where the impact is large enough (for example, Apple personal computer). the above listed brands. they are in the market areas, accounting for significant market dominance. Rank
Coca-Cola brand
1
1
Apple
2
McDonald
2
Disney
3
Kodak
3
Bodie
4
Sony
4
Harley - Davidson
5
IBM
5
ABC BBC
6
Visa
6
Benz
7
CNN
7
Nike
8
Pepsi
8
McDonald
9
Microsoft
9
Marlboro
10
Geely
10
camel
above, we have some well-known foreign brands is analyzed to know the depth of these brands in the product , brand and market depth and tolerance there on the differences between different enterprises based on product differentiation and market the different stages to determine the amount of space for its market potential, then according to their market potential determines the amount of space and depth of the brand width, so that enterprises will not build the brand out of any act of waste to be able to play the biggest role in its brand.
analysis, the comparison is always some domestic brand building with a lot of blindness, such as: the product The market potential is not much, but companies are used heavily in the brand to a certain height, and this is a serious waste of height, because the market does not need such a large-scale brand, then there is not understand the product to the stage in Consumer awareness and understanding of product attributes is also when companies are straining to do the brand, resulting in consumer awareness of the brand but do not know what product or products that do not know the product has to bring their own what kind of benefits. there is a case of some products are at any stage of the product are rational consumer products, some are at all times emotional consumer products. It also determines the different types of products its marketing approach different , in which emotional needs of consumer brands is the product breadth, and rational consumption of the brand needed the depth of the brand. These goals also determine the different shape of our brand marketing efforts and daily work of the overall co-ordination, the following example Chinese enterprises overseas brand building in the learning process of advanced concept of marketing problems;
i. corporate and product brands confusion
for an enterprise, its core competitiveness should be the product, with good product but also good people, rely on these professionals to develop a reasonable market policies and strategies, the product of the interests of this point is very subtle to the market, and bring products to market to achieve sales, with sales to make the product the gradual expansion of the market in order to achieve the purpose of profit, with profits to be able to maintain business growth, business growth and expansion of the social impact will result, with these effects can be enhanced image of the enterprise, and improve corporate image the brand will enable enterprises to establish position in the minds of consumers, with the location of the enterprise, the enterprise value of the product can help improve the market further. Therefore, the growth of a business enterprise products in the market should grow, and growth of enterprise products in the market needs is the first product to be market acceptance, market acceptance of products by brand recognized this special symbol, this special symbol in the minds of consumers is not recognized by the symbol itself, is This symbol represents the quality of products, services, brand colors, shapes, efficacy, and through these visual and visual function other than the interests of the condensation out of the market demands of the role of language of the common soul of the consumer to reach consumers brand recognition, brand recognition and then on.
ii. Zhigu this brand, branding
neglect in dealing with product brands and corporate brand relationship, our business is often upside down, many companies adopted the first Brand told to go out, ignoring communicate product features and benefits, while ignoring the role of market knowledge, because the product market awareness brand awareness can expand, but also be able to reach the purpose to enhance the brand. Therefore, many businesses have adopted this first brand approach, this method of operation is very simple form, is in a very short period of time of repeatedly informed of their product brands, such as: the brand of a product called The traditional brand, but the awareness level of the market is not high, the market economy conditions, enterprises taking into account the competition in the market with the brand, so did a profile ad, this ad is very short, simply repeat to convey the product brand name brand awareness has been recognized, but the business or brand with a high frequency of this method of doing this ad, every year, each business card, but after the two men met frequently, each time to meet each other are first introduced himself what name, people feel helpless, already knew his name, and two people in order to communicate well, need is more understanding of other content, such as: the need to understand personality, understand the interaction with others, understand the character, etc., the only way these individuals have a good understanding of judgments and, if you do not let others know you, A person who only knows your name, that is, refuse to share an expression of consumer that knows who you are, but do not necessarily like you.
The problem may be subjective and the result of blind arrogance, and some because of market speculation by some of the planning ideas that people packing out a deliberate awareness to a brand. than these masters of careful planning was the result of the plan, this form is the same brand, so that Chinese companies and their pursuit of this product planners are planning a brand name, not the true meaning of the brand promotion and brand building.
2. advertising tender creating high recognition the knowledge that less of brand reputation
said advertising tender, we naturally think of CCTV which every autumn party conference in which the tender, how many companies get carried away in there holding a sign, for a time many companies actually relative to bid this time is not considered suitable for their own products, the characteristics of consumers, sometimes the product of a time race to be different placards, such as: air conditioning products and ice cream, beverages and pharmaceuticals will compete one time, but these products consumer groups is not a consumer group, attributes the product is not the same. should express the aspirations of advocates is not the same in these different front, some companies lack the necessary analysis, only a strong network of CCTV in front of the media, by a the result of species attracted by a high degree of awareness, this knowledge does not care about in the end whether the consumer groups for their own, so the different nature of many Chinese enterprises are snapping up on a time, causing a lot of ; phenomenon, which lasted for many years, so many companies of glory, and then sink like a stone, disappeared.
the tender result, such a pursuit of short-term effects of business, thus making the lack of the normal business of marketing management, lack of product and market analysis, just need the effect of brand awareness. As for this purpose, brand awareness as a business pursuit at the time, became a marketing approach in China the most simple and most direct effect, not only many enterprises swarm to the pursuit of their products has become a dealer examine whether the basic conditions for success.
i. misled the media, causing companies to follow suit
misled the media key Many of the Chinese journalists in media outlets lack of market knowledge and real understanding of marketing, for some well-known speculation or short-term effect of the hype reports, the objective media coverage played a simple way to help them manufacturing companies or individuals known touts and publicity were so many such enterprises to become China marketing representative or typical of others the object of envy and emulate, social atmosphere also many companies that ignore the true sense of the marketing behavior of efforts to give up their own ideas and thoughts, unconscious drift.
ii. uneven development of the Chinese market, the enterprise is the error
lack of reputation brand recognition, some of the brand in China market does have its place, and the reason is mainly because China is unbalanced development of the market, such as: like Beijing, Shanghai and Guangzhou this faster local development, but some western central cities and urban development in some small relatively slow speed, this result is that the current market situation in Beijing is four to five years, these small cities in market conditions. So, some companies just adopt such a policy in the medium and small cities and have been successful, but they do not Analysis of these experiences add transplanted to other regions and even national practices to promote and follow the example of the enterprise into a non-paralyzed.
two, depending on the population to establish the concept of positioning the brand positioning
on the population should be branding a fundamental question, but the crowd on the issue orientation of China's behavior in the market are often lack the necessary understanding, use of corporate brand confusion caused by the phenomenon, we say that the crowd is actually a brand positioning market positioning, but a lot of brand positioning problems, often not by the Chinese enterprises to pay attention, and some also carried out advocacy and promotion, resulting in more companies fall, the following analysis of these issues I have so that we can see positioning in the market mode of operation is how some of the performance.
i.
different groups of people to use a different brand of people use a brand, it means that business is a brand and different groups to communicate, the operation of marketing system in the most basic, is also a priority issue to be considered is the analysis of consumer behavior, consumer behavior analysis, we need to distinguish between different populations, because different people's understanding and preferences is not the same and, above all the age groups, different ages because of its accumulation of cultural knowledge, social experience different changes in growth environment, social factors such as the reasons for the different factors, resulting in their understanding of a thing is not the same . Although the age level is the same, some differences because of gender, method of product attributes is not the same response, that is, age, same sex, because of its economic capacity and the level of knowledge will also have the understanding of one thing differences. the face of these differences, the company's products are targeted to the needs of the market design, not the design work for everyone. For example: We all drink is the mineral water brand, the brand started when established and developed a brand of children's health care products, along with corporate profits growth and expansion of the scale, the enterprise product lines have also been broadening the design, that is, other enterprises to increase products, market access, but other products are still using the Wahaha brand, product line for Wahaha, there are health care products, baby food, children's fashion, mineral water, purified water, cola, etc., but Wahaha products and some companies say that there are differences of brand extensions, some of the brand is relatively neutral for any one product can be applied for, and obviously the Wahaha brand with children of color, combined with its products for The crowd is different, so different groups of people who use a brand is and is not suitable for the.
a brand promotion in the process, this product is for people to locate the demand for brand promotion groups So, for people of different characteristics of the brand is different, different people have different characteristics accepted habit, as in our daily lives of people of different aesthetic inconsistency is the same, some people like red, some people like black, Some people like friends and lively personality, some people like gentle type of friends, some people like bright, some people like honest, we do branding is the need for the needs of your favorite types of groups to shape to improve, it should be the same as modeling clay, to shape into the needs of your favorite groups like date, rather than forcing consumers to make love, nor to expression of personality, its own way, because the brand is not to portray themselves, and the brand Only you have the consumer recognition of your brand's meaning, allowing consumers to remember, like, Chilian up. for the Lord Chancellor, the brand's population is broad, so that different groups of people with a brand means All consumers have to accept a language, color, personality thing, to make children understand the words of the Lord Chancellor to his adults, adults listen to the Lord Chancellor to make the language of children do not resent this is a difficult thing, Therefore, the Wahaha brand, a market orientation is a problem, this problem at some stage in the brand's performance is not very specific, but with the brand's promotion and the further expansion of market share, product and brand space will become increasingly smaller segments, which would reduce the difficulties caused by the promotion of its brand, enhance the brand space narrowing, causing the results come to naught.
ii. ignore the concept of population characteristics of the brand's so-called neglected
population characteristics that people should not do the brand characteristics, just a simple separation of the economic status of the population corresponds to the brand groups, so many examples, we often see the TV ad representatives, ; the concept would change with the development of the market, that is, will the market matures, the brand will be gradually reduced to a more vast rural market, which acts in marketing, we are changing with the times and changes in the market is changing connotation of the brand, because consumers will always be new, the new era of growing up the concept of consumers will abandon the past, many of the concept of the previous generation, but the concept of treasure forever confused itself engaged in strengthening the brand, this strengthening is a short-term profit performance. with the Japanese enterprise Jahwa, the concept of working in the many years of wandering, finally can not stand the track changes in the market, his own brand of down to secondary and tertiary markets of the low-end brand position in the Chinese market, although there are a lot of space to win the profit, but the brand value and brand of the future of the space is gradually reduced, because people accept your brand will grow, they will eventually be replaced by the new consumer , and the new era of consumer attitudes and social values and the concept of an existing brand is not the same, so the concept of the brand on the correspondence in the crowd of people who put the most low-end is not easy to upgrade and expansion.
three brand concept brand concept from the product concept
from product concept that is a brand and the product is inconsistent relationship between such inconsistencies in our market, there are many, some enterprises in the process of brand extension , promote brand awareness is key, and some focus on the brand name for interpretation, explanation, or even just to the pronunciation of the name brand or homonym for Lenovo, the well-known brand and high brand contact, trying to steal the clever use of a in the form of brand recognition as soon as possible to achieve its purpose, here I focus on the Chinese market, from product concept and causes of the phenomenon to some of our brand on the market outcome and process can have an accurate understanding of more analyze the characteristics of the Chinese market the brand.
i. no product concept product concept is not brand
said the brand, it will remind us of some of the concept of not only the product and brand the brand concept to link the results, these results mainly in the business marketing process to replace the brand concept product concept phenomenon, which is the only company selling the product as a product concept stage of the product to the market characteristics and product attributes, but to create a social to promote the concept as a product concept, which was formed to promote the accumulation of the brand concept of the brand, such as: there is a paint called beautify the walls and protect the wall, but the demands of the design used to promote around the concept of environmental protection in the form of the language designed to appeal revealed significant problems, the problem is the product concept from the product to the consumer's interests, Zhe not to green itself, but the need to paint to beautify the room, apparently of interest exists between these two essentially different concepts of environmental protection is not a product concept, nor is consumer demand, it is only in the present society the existence of a fake and shoddy products as a social nuisance caused by the results, this result is not what we need to pursue to create, it is not supposed to exist in itself, for the paint, he is the national standard for the type of product itself The market has been standardized, the demands of business can not support this brand to grow, it only makes sense behavior of the product show a psychological resistance.
above is to be separated from product concept that consumers want product benefits, but to create or not the product of interest to the era of the conditions to avoid the ills of the concept as a product promotion and publicity, we take another look directly to the brand as a product to promote another form:
some companies in the promotion of the process of the brand, that brand is created, a number of administrative departments and agencies are creating a brand name for the targets, resulting in creation of public opinion and corporate brand or the brand name of the concept of fuzzy identity, many topics on the brand or brand name become a responsibility and obligation of enterprises, but also to many decision makers in considering the company's overall marketing strategy, when the creation of brand-name as their primary responsibility for the goal, more is to confuse the brand name and brand, so brand We work hard work into the concept of created, not knowing the brand is only a noun, it is only products linked to the product of a symbol, the symbol of creation is an easy thing, and brand recognition by consumers, or agree to not that we can create any business, it is felt beyond the consumer out of the sensitive soul, we can only do our work and our business to do such work is not what to do to do our own what it needs to be recognized by consumers to consider the feelings of consumers, and this feeling is the time, there are processes, which require careful and detailed response to our market experience to work, the only way to achieve results.
ii. too much emphasis on brand association, ignoring the role of promotion of a company in Beijing
remember, in considering the brand name product when the brand name of the meaning of a lot of analysis, the final choice of a far-reaching meaning, noble spirit soaring a name, the brand name for China's enterprises should have good luck, good fortune, ambitious of these characteristics, but because the pursuit of these features, companies can make from the word dig words of the sea, causing Although profound meaning, but have difficulty understanding the market, the brand into the enterprise's lucky number, and for how consumers understand the brand, how the interests of the brand and consumer demand linked to the feelings of the brand and the market together, etc. are no specific behavior. That is, the brand become a brand, an established business leaders in our hearts, that represents the interests of its symbols, rather than consumers need brands, consumer brands to understand and willing to accept . I am here I will not speak out the name of the enterprise, because it is not his personal business practices in a separate act, he is a microcosm of the entire China market, interest in the premise of such a driven, many from the name of the company prosperity is a time, the name of the company from the feudal superstition business owners have very deep understanding, since they give the boss when the product or company names, to focus only on the auspicious name of the problem, ignore the demand for space in the market, consumers in the choice of this product will be considered when other factors, resulting in many product brand is to convey the concept of enterprise auspicious, not the product concept or concepts of other markets, many Chinese companies to market the brand in the product and want to expand the market process lost more than get.
we may not forget how many years ago, Chinese enterprises are accustomed to term as a product or corporate brand, but with the deepening of the market economy, we are aware of the brand is the consumer demand part of the sale of our products using one of marketing activities, but this product is not a tangible thing It is present in people's minds a value factor, but we need to mobilize this factor out, let it produce benefits.
ways on how to use our brand name designed to convey out marketing strategies to consider many factors analysis and integration of market conditions ultimately need to develop appropriate promotional strategies and methods, objective is to rapidly achieve market acceptance. In the process of conveying the brand, the general approach is, first of all to and from a consumer and associated products linked to a brand name, and then make this name to reach the market quickly cognition, cognition in the production, the need to use various means of marketing the brand to reach the market preferences and goodwill, and ultimately get market returns. out marketing activities in China which is now in the form of the name is more a product of the preferences for their own, the product brand goodwill forever the pretensions of being in business for consumer brands reactions, in fact, is the lack of concern and understanding. This has resulted in brand promotion in the form of which only focus on allowing consumers to know who I am, I do not focus on consumer understanding of what, under the premise of this kind of thinking produced Marketing in the form, but the performance of simple advertising, awareness of high frequency communication, not bad fried wanton rhythm, this self-expression and communication methods, without considering the market acceptance and acceptance of the order of the rhythm, simple mind and to train a simple result, many of the Chinese brand is only glory, the lack of long-term vitality.
Fourth, the pursuit of short-term interests of the brand Jieguo
China's market economy is the basis of the planned economy gradually developed, In the planned economy era, the market demand is greater than supply, the pursuit of interests for products is far greater than the pursuit of the interests of the brand, with the market opening, the market is gradually enriched products, in these years the transition process, many companies benefit from the products to meet consumer brands to meet consumer interest is gradually understanding and awareness of, and more enterprises are in the process of product benefits to meet the growing and expanding, expanding beyond the enterprise, many enterprises due to stick to previous successful experiences and thinking, still use the products to meet market interests of ways and means to sell their products, ignoring the market's growth and change, causing the product to be more products in the market segment interests, and gradually the lack of market competitiveness, and ultimately out of the market situation, there are very few products that meet the product due process in danger, first of all the product's brand positioning was accurate, and adhere to the operation of the market among the persistent behavior of the brand and product linked to the promotion, brand marketing the product in time to enter the market still has its own foothold. Only in this way, companies can continue to survive and develop.
review of marketing mileage, we will find a lot of marketing ideas marketing methods that have generated strong local characteristics and features of the times, we have to analyze is the pursuit of short-term interests of the Chinese market caused by the neglect and misunderstanding of the brand and the relationship between these characteristics of the times.
i. Short-term interests of the people to ignore the role of the brand to pursue short-term interest
also because in many parts of our country, the tide of the market economy a step ahead, and the footprints of pioneers who was later to learn and emulate the example. in our southern region, In the early stages of reform and opening up is the first into the market mechanism, the first use of the market behavior of market development and expansion of the forward positions, but because of relatively fast pace of change, first with some of South China relative to Shanghai, Beijing and other cities to that the talent base and the ability to rapidly develop are relatively backward, causing some people in the pursuit of profit, while ignoring the product of learning and understanding of marketing behavior, with a simple marketing method to meet the needs of the market gap in time, such behavior In the circumstances can directly see some immediate benefits, such benefits so that these companies ignore some of the long-term growth capacity and quality of training, it overlooks a brand creation, especially in some export-oriented enterprises, the product of the future market space do not have a clear understanding, among these companies only compete on price, resulting in the domestic export enterprises parity with each other and let the results of foreign-Yu Weng benefit.
Quanzhou, Fujian Province in China, many for export Tourism shoe business enterprises, these enterprises in the export parity each other, resulting in competition between Chinese companies, sneakers just open the international market from 12 U.S. and finally to 2.5 U.S. dollars, in such conditions, some of the earliest to do shoes export enterprises began to use the funds accumulated over the years the domestic battles, but because of the export business for many years, the domestic market, a clear understanding of marketing behavior, simply do that in the domestic market must be brand shoes, in the This brand of thinking under the guidance of the first, some companies started the brand sneakers Chinese enterprises journey, the road of the brand of their non-...
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