品牌管理参考文献及外文文献翻译 第4页
2 Enterprise different growth stage brand strategy
The enterprise has respective growth characteristic in its different growth stage, then enterprise when implements its brand strategy also should aim at these different characteristics, adopts the different brand strategy, adapts the enterprise to grow various stages different request, achieves the enterprise brand strategy the goal.
2.1 The time of starts an undertaking brand strategy
Starts an undertaking a time establishment brand basic request is the enterprise own strength stronger, has the development future, the product may vicariousness 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 wants to start an undertaking as soon as starts to acquire the greatly strengthened brand consciousness, carries on the comprehensive plan to the brand, in enterprise's management, the management, the sale, the service, the maintenance and so on is various all take establishes the brand as the goal, not merely is relies on traditional the tactic 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 turns into brand strategy Jan fires as soon as possible brand well-knownness the question, uses the well-known commercial media to accomplish a well-knownness very high brand in the short time, but the majority actually is appears briefly, investigates its reason to lie in the enterprise not to carry on the comprehensive plan in the establishment brand毕业论文
http://www.Lwfree.cn/market development big trend, but says regarding the single enterprise, whether has to use the brand also to have to consider the product the situation and customer’s actual need, especially said to strength weaker mid- and small-scale enterprise, the enterprise scale, the personnel, the fund, the time restriction, regarding is unable in the production process to form the 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.
The enterprise is starting an undertaking the time, if both wants enable its product to have the brand effect the 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 business brand, may reduce the cost, wins the price superiority, the use middle business superiority, omits seeks retails the channel and the promotion and so on the massive work. But is broad to a goal, the strength creates the oneself name brand the enterprise, the use middle business brand only can be an expedient measure.
2.2 Becomes the long-term brand str本文源自优文论文网ategy.
When the enterprise marches into long-term, enhances the brand cognition, strengthens the customer to the brand core value and the brand individuality understanding is the enterprise marketing diligently key point. Brand cognition does not equate to the brand well-knownness. Brand well-knownness only was responded the customer knew the degree to the brand, but certainly did 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, not merely is lets the customer be familiar with its brand name, the brand terminology, the mark, the mark or the design, further is must make the customer to understand the brand the characteristic. At present China’s multitudinous product has well-knownness, but in a brand cognition whole is extremely low, namely the customer to the domestically produced brand overall impression far was inferior to overseas brand cognition high, the very important reason is the enterprise has not transmitted for the customer clearly, can meet the customer need the core value and the brand individuality. Must enhance brand cognition, the most important way is strengthens with customer's
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