Hardware Knowledge Church: PK domestic export foreign trade enterprises – enterprises, foreign trade, export – metal industry
If the "R & D, production, processing, market Marketing "Lasting more than a strong business competition" iron triangle ", then export enterprises or enterprises in the domestic market," R & D "This is a little lacking," production process "This is a complete powerful, and" Marketing "This is a serious missing. Imagine a combination of unusual triangular To instability and foreign brand to compete with domestic enterprises, the competitiveness of expression must be to strengthen the marketing function, fully driven R & D, full production release of its powerful processing capacity, thus forming a stable triangle of the system against the force, so marketing will be the domestic export companies to switch a core driving force, more will be for export enterprises must focus on cultivation of "internal strength" and the successful transformation of the "one hurdle." strengthen marketing functions help to improve the speed of business cut into the domestic market and the success rate, in the channel network to expand sales of enterprise products effectively pulled up and a new brand awareness.
1 brand marketing strategy MillwardBrown American market research company, said the economic crisis from the marketing side of the biggest changes is that customers more value-conscious and budget. According to a survey by the end of 2008, 87% of American women in the economic crisis, more attention to brand, to maximize their disposable income, consider buying a product brand, people will consider buying other products as the brand. 2008, only 10% of people think price more important than brand. Companies should provide cost-effective in a crisis of products, and focus on brand strategy, when the economic crisis is over, the economy improves, the Brand will become more powerful.
Have the opportunity to establish a brand new product, such as Apple IPOD success is a good example. Select category starting point during the whole industry, the export enterprises usually operate with its own brand, "to spend their own money, raise their own children", in order to expand domestic transformation. Export business is not a strong brand influence is very weak, it is proposed to develop the domestic market, the industry began to cut into the category should not be too much, it is best to take to bring brand strategy category to select break. This requires pre-positioning the brand, planning must be precise differences, outside one of the commissioned production process, you can effectively use foreign brand's style and feel to the interpretation of localized operations.
(1) emotional point of the core values. Brand to give consumers what is passing you feel? Consumers can be "mental point" competing products "demand point" corporate "culture points" for effective segmentation, such as "T-shirt Country Romance" to the "culture, creativity, individuality", "CN176 given is "brave, beyond the responsibility," the core value of this transfer will be the cumulative effect of brand loyalty and consumption continued to strengthen.
(2) different brand planning area. Competition for the current industry conditions and business resources located in the middle, high, low what level? At the same time in the mainstream market, sub-mainstream, non-effective choice for the mainstream market, which some consumer groups located in the butt? Positioning in the market area which level? In addition, the brand and ensure the compatibility and tolerance, after a powerful extension for the brand to provide effective aid.
(3) major creative visual images. For Knitting Clothing Etc., the brand depends on consumer perception terminal image, product design, visual communication enhancement. This feeling will be enhanced consumer brand and boost sales, enhance brand value of effective strategies, based on the visual creative planning to buy incentives help increase and strengthen brand memory point.
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