On The Brand Marketing Strategy Of Zhejiang Private Enterprises

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With the development of the economy and the improvement of people's living standard, material products are becoming more and more abundant. The competition of enterprise management has shifted from the competition of product production and service to the competition among brands at a higher stage.

Brand is not only a unique symbol of product and service, but also a standard and commitment to a certain extent.

It is not only a bridge between enterprises to enter the market and a bridge between consumers, but also a support for the positioning market of enterprises.

Therefore, the private enterprises in our province have to attach importance to brand strategy.

However, brand strategy is actually the process of effective allocation of enterprise resources.

Enterprises from scratch, resources from small to large, the core content is basically the same, for example, have experienced from the core brand value to a complete brand commitment gradually, through the complete VI system externalization, become a strong tolerance and extension ability of the enterprise brand.

At the same time, the systematic research and practice of brand strategy only started in the late 80s.

In 1988, Philip, Moelis Company and Nestle, the two famous takeover actions, made the brand value capitalization officially recognized by the market, marking the advent of the era of modern brand.

The theory and practice of brand strategy of Chinese enterprises have made considerable progress and development in recent years, but there is still a big gap compared with western developed countries.

Vigorously implementing brand strategy helps to set up the advanced market view and strengthen the market main body consciousness of enterprises.

First, the importance of implementing brand strategy in our province's private enterprises.

In the past decade, private enterprises in our province have been developing rapidly.

The volume of export trade has increased year by year. The enterprises in our province have become more and more competitive in the world. The world-famous enterprises have implemented brand strategy in the increasingly competitive and complex Chinese market, forcing the brand of our province to face severe international competition.

Especially after joining the WTO, a large number of foreign famous brands have entered into our lives.

Faced with this unprecedented brand impact, private enterprises in our province should only implement brand strategy, create brand enterprises and brand products, and be able to base themselves on the international market.

On the other hand, with the progress of science and technology, the demand level of consumers is constantly improving, and the phenomenon of increasing brand consumption is increasingly obvious. The implementation of brand strategy is conducive to expanding market share and obtaining greater economic benefits.

If we want to develop private enterprises in our province, we must implement brand strategy.

The consumers of big cities in our province have already had strong awareness of brand consumption, and the brand awareness of county level cities and townships and rural markets has also gradually increased.

It has become a fashion to pursue the consumption of famous brands to achieve self value. At the same time, the pursuit of foreign brands is fashionable, which has to worry the domestic national brands.

In the Chinese market, foreign brands have created a number of successful localized brands through joint ventures, sole proprietorship or mergers and acquisitions.

In contrast, in addition to the relatively well developed industries, such as appliances, clothing, food and beverage industries, the real strong brands are few.

Therefore, the implementation of brand strategy is imminent. Choosing and implementing the correct brand strategy, enhancing the competitiveness of our products and services in the domestic market, gradually moving towards the world, and competing with the world famous brands of the developed countries, are the bounden duty of our province's private enterprises.

The domestic market has already formed the brand competition pattern.

China's market demand has undergone tremendous changes, showing the following trends: from single demand to diversified demand; from assimilation of demand to personalized demand; from poverty oriented, food and clothing demand to well-off and prosperous demand.

The change of demand leads to the change of supply. The competition among enterprises has gradually formed the pattern of brand competition in the domestic market.

First of all, the content of competition between enterprises has been changed from seeking resources superiority and commodity advantage to seeking technological advantage, talent advantage and brand advantage, and the advantage of technology and talent will ultimately be embodied in brand superiority.

Therefore, after the economy has entered the era of "relative excess", the importance of resource advantages has declined. Seeking brand advantage has become a top priority for many enterprises to achieve long-term development.

Secondly, the means of competition are gradually shifted from price oriented competition to non price based competition.

With the change of consumption demand from subsistence to well-off and affluent, consumers are more concerned about the non price factors of brand, quality and service.

Although the price reduction strategy can make competitors at a disadvantage within a certain period of time, it will also result in the decline of their own efficiency, resulting in the outcome of two losers.

And relying on the brand superiority of quality, service excellence and product innovation will make the market status of enterprises rise and economic benefits increase, so that they can continue to develop.

Finally, the competition structure has shifted from the competition among domestic enterprises to the competition between domestic and foreign enterprises.

Many multinational companies have entered the Chinese market in large numbers, and have been competing fiercely with local enterprises in China's market. This has made China's market competition internationalized and the market competition becoming increasingly fierce.

Therefore, enterprises in our province should first use the favorable conditions of local enterprises, strive to create domestic famous brands, fight against foreign brands, and safeguard the development of national industries.

Only when we have a firm foothold can we go out and compete in the international market.

Two, the status quo and problems of brand strategy implemented by private enterprises in our province.

From the history of the development of private enterprises in our province, we can see that one brand is not long established, and the two is that many low efficiency brands that invest large profits are still struggling to support them.

In short, there are still some problems in the implementation of brand strategy by private enterprises in the province.

Do brand sales and quality.

The private enterprises in our province pay great attention to quality at the beginning of their business, and believe that quality is the life of the enterprise, and quality is the basic foothold of the brand.

But as the scale of production expands day by day, their attention gradually deviates from the core of quality.

Began to pay attention to sales volume, in many private enterprises in the province's marketing plan, often emphasize sales promotion, product sales as the enterprise's greatest goal.

Even sales promotion often leads to the depreciation of the brand.

In this way, some loyal consumers will also abandon the brand because they feel cheated.

However, at all times and in all over the world, the famous brands that are enduring for a long time are all symbols of high quality.

Brand lacks core value.

The core value of a brand is the essence of a brand. The most unique and valuable part of a brand is usually expressed in the core value.

The core value of Haier is "sincerity". Brand slogan is "sincerity to forever". Its star service and product development are all interpretations and extensions of this concept. NOKIA's core value is "technology based on people". Similarly, NOKIA constantly introduces new products and human-oriented design to create its high-tech image.

To safeguard and promote the brand core value has become the consensus of many world-class brands, and is the secret to create the golden signboard of the century.

In contrast, many brands in our province do not have the location of the brand's core value. Advertisements are very casual, and the theme of the month is new and changing year by month.

Despite a large number of advertising investment to promote product sales, but a few years later found that brand assets have not been effectively accumulated.

Brand lacks integrated planning.

Some private enterprises in the province do not investigate blindly in the process of brand management, blindly launch new products, do whatever they think, do not have comprehensive brand planning, go wherever they have problems and run for problems.

But in the end, a successful brand has not been built because the one-sided understanding of the brand is only a part of the brand, a part of the brand, or an advertisement, or a packaging or a channel. Every enterprise emphasizes the important part of itself, but no enterprise has done all the aspects of the brand in place.

Brand building without market research is like a castle in the air, out of the market and out of the consumer.

Advertising is the only magic weapon to create a brand.

The media bombing can promote product sales, so that brand recognition can be achieved in a short time, and brand building is a long-term project, which is an asset built in the long-term operation of the brand. As a major indicator of maintaining brand stability, brand loyalty is not achieved by short-term advertising. Besides the perfect brand planning and design and continuous good product quality, customer satisfaction can be achieved, and the price difference effect of brand long term spread in the minds of consumers (compared with other brands, customers' willingness to make extra effort), at the same time, consumers' affirmation of brand quality is more than advertising can do. It requires not only constant quality, but also new requirements for brand development. At present, many private enterprises in the province believe that as long as they increase advertising investment, they will spread the news.

Three, our province private enterprise implements the brand strategy the countermeasure.

Today's market competition is also a product competition in certain areas, and brand is of great significance for improving product competitiveness.

Brand means high added value, high profit and high market share. Whether the private enterprises in our province own their strong brands or famous brands is also a sign of the development of our province's economic level. It is a concentrated expression of the strength of the comprehensive strength. Creating, cultivating and developing famous brands has become a long-term development strategy for the enterprises, the government and even the country.

Now, if private enterprises want to survive and seek development in the economic wave, we must constantly establish a brand awareness and brand awareness. Based on the full investigation of the macro economic form and the development status of the industry, and combining the actual situation of the enterprises, we can work out suitable brand development strategies that are suitable for the characteristics of our enterprises.

Attach importance to brand quality.

Quality is the soul of a brand. A notable feature of a well-known brand is its very reliable quality assurance, such as BMW, Panasonic and NOKIA.

Many consumers buy brands at high prices, but also because of the brand's quality advantages.

High quality is the most direct reason for consumers to have a sense of trust and pursuit. At the same time, high quality will bring brand growth and bring high market share.

To this end, private enterprises should not only carry out the standards of quality management system and quality standards, but also set up quality inspection rooms, training quality management teams, implement quality assessment mechanism, carry out quality achievement conferences, and carry out "quality month" activities.

Scientific brand positioning.

According to different consumers' demand preferences, buying habits, values and lifestyles and other characteristics, the market is divided into thousands of consumer groups.

Only by subdividing the overall market into the target market suited to the characteristics of their own products and providing effective services, can we reasonably locate the characteristics of the target consumer groups and make their marketing force "targeted". In the process of brand positioning, private enterprises in our province should pay attention to the following problems: first, identify the brand proposition.

For example, FOTILE kitchenware has a distinctive personality and unique personality in the kitchen electricity market.

Second, we must consider the characteristics of the target consumer group, which is consistent with the needs of the target consumer group.

Different regions produce different brand products.

Third, it should be distinguished from competitors' positioning.

When carrying out brand positioning, enterprises should strive to differentiate themselves from competitors in brand personality and image style.

Identify the most suitable brand strategy.

Brand strategy is a fundamental decision related to the success or failure of an enterprise and long-term stability. It is the outline and the master of brand management and the premise and guarantee for achieving sustainable development.

Do the right thing first and then do the right thing.

Brand strategy is the right thing to do and the key to success.

常见的品牌策略有多品牌策略、单一品牌策略、一牌一品策略、企业/品牌同名策略、副品牌策略、品牌联合策略、品牌特许经营策略等等，我省民企可根据自身特点确定合适的品牌发展策略，如方太厨具就采用了企业/品牌(FOTILE)同名策略，在某些区域采用了单一品牌策略，企业同时经营两个以上相互独立、彼此没有联系的品牌，可选择多品牌策略:企业所生产的所有产品都同时使用一个品牌时，可采用单一品牌策略;企业生产多种产品，但一个产品只使用一个品牌时，可用一牌一品策略;产品所使用的品牌与企业名称相同的企业可采用企业/品牌同名策略;产品种类较多的企业，还可以采用副品牌策略，想通过两个或更多品牌相互联合，那就实行品牌联合策略;一些己具有较强实力的企业，要想实现品牌的快速扩张;还有一些刚刚入市的弱小企业，要想在激烈的竞争中谋得

A brand name franchise strategy can be adopted.

Pay attention to the integration of brand and corporate culture.

Brand needs excellent corporate culture as support.

In particular, brand reputation and loyalty, as a link between users' psychological needs and enterprises, need to strengthen their corporate culture construction.

Because corporate culture is the soul and backing of a brand, it is the essence of an enterprise that condenses on a brand, and it is a concept and will that permeates the whole process of business operation and omnibearing.

For this reason, first, every brand localize the brand, and implement the strategy of cultural localization, so as to integrate the local traditional culture into its own brand, so as to close the distance from the users, thus promoting users to regard their brand as a part of life. Two, it is to spread the corporate culture, enrich the connotation of the brand, and enhance the value of the brand.

To show the charm of the unique culture of enterprises, to promote the sales and good image building of enterprise products; three, to create a unique corporate culture, to enhance brand strength with cultural strength, and to adapt to this competitive situation.

Only by winning the brand of cultural competitive advantage can enterprises get the attention of the world and users, and get considerable development.

Therefore, in the implementation of brand strategy and brand development, private enterprises in our province should shape excellent corporate culture.

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Create unique brand personality.

Everyone has his own unique character, and the brand has the same character as human. We call this brand personality brand personality.

The brand with distinct personality is always popular, such as the personality of Nestle (food) is warm and delicious, and the personality of NOKIA (mobile phone) is humanized and technological.

Brand personality should be based on the characteristics of products and services.

The personality of the new sea (lighter) is passionate and suitable for smokers.

They are consistent with their pursuit of individuality.

First, the visual style.

Vision is known as "silent salesman". It is the most direct advertisement that consumers see at the terminal, and is the image spokesman of products on the shelf.

The use of healthy, excellent packaging materials, ingenious packaging modeling, logo, graphics, fonts, colors and other means will help shape and strengthen brand personality.

Second, price.

A high price may be considered to be an upscale, rich, and worldly one, such as the new sea lighter. It will be regarded as a high grade and never discounted principle, so it will be considered to be exclusive, real and tough.

Finally, storage, such as advertising style and brand spokesperson, is also related to brand personality.

Only when the brand personality corresponds to the association of characters can it add or even multiply the brand. Otherwise, it will only produce a side effect on the brand, or even dilute its personality.

Besides, brand history and brand birthplace.

Because of the difference in time, history, economy, culture and customs, people will have some personality differences.

There are some brands that will use these to build up their own personality.

Strengthen brand publicity and publicity.

At present, the market competition is becoming increasingly fierce, and the homogenization of products is becoming more and more serious. The competition among enterprises has gradually shifted from product competition to brand competition and corporate image competition.

As an important means of corporate image building, public relations have become an indispensable element in the marketing strategy of enterprises.

The main contents of strengthening the brand public relations are: government relations, media relations, consumer relations, employee relations, shareholder relations, financial relations, community relations, product publicity, public relations advertising, public welfare activities, etc., focusing on the brand public relations of our province's private enterprises, focusing on the following strategies and matters needing attention: first, inviting government and distributors to research and communicate with the company.

A company or individual should be treated in good faith in the form of genuine performance and sincerity in dealing with public relations activities.

Second, build a corporate Museum as a platform to publicize corporate image to politicians, media, customers, shareholders and partners.

Each propaganda is well researched and detailed planned, and must be well prepared and meticulous.

Third, take part in major public activities, such as drawing up international and domestic industry standards, participating in anti-dumping and solving technical barriers, and expanding the visibility of enterprises.

It is the key to success or failure of public relations activities to focus on post propaganda propaganda. After all, one of the purposes of public relations activities is for the interests of the enterprise itself, that is, the establishment and wide dissemination of a good public image.

Therefore, we must pay attention to the positive coverage of activities and create the value of news dissemination.

[Conclusion]

The development of market economy has promoted the maturity of brand strategy. Brand competition has pushed the market economy to a new stage of development. The future market is bound to be the brand world.

Brand is not only a sharp weapon for enterprise marketing, but also a symbol of the strength of enterprise management and an indicator of maturity of market economy. It is also a symbol of a country's economic strength and a strategic resource.

Especially during this period of economic crisis, private enterprises in our province will take part in more intense international competition and seek survival and development space. With the gradual optimization of our province's policy and market environment, we believe that our province's national brands are getting more and more and better.