Brand Solo

Brand planning must be inseparable from the market environment. We must look at the development of China's market. The gains and losses of the 30 years of market economy are already being done. I think it is a great good thing.

At the end of the 70s, the market economy began to affect our country, and the "defense market" phenomenon began to take root in the undeveloped virgin land of China. From 1978 to 2008, 30 years of market economy, from the brand operation environment and the development of marketing standard environment, has been basically experienced.

The spring and autumn enlightenment stage; the Warring States stage of the fighting; the whole people's reflection stage; the Emperor Qin integration stage.

From the point of view of brand building and brand management, the ideas and means of establishing brand at every stage are different.

30 years later, the past market environment can not be repeated. The past marketing tools and brand laws are not applicable now, but we still can not avoid it.

It is with the past attempts that we have summed up the present methods and rules.

In the 30 years of market economy, we believe that in the enlightenment stage, we should look at the products and see the strategic people in the stage of advertising and rethinking.

There is no intention to make a thorough study of the theoretical system of brand building. From the perspective of a common citizen, the paper explores the various brand building methods in the big market in light of the light market history view.

The spring and autumn enlightenment stage is a stage of planned economy, designated products, designated areas, and a certain number of sales methods were all disrupted. It was originally the best time to build brands. However, the historical fact is that in the past six or seven years, China has not come up with several new brands except for those enterprises retained in the original planned economy, because in a time dominated by state-owned enterprises, there is no need and space for brand establishment. At this time, enterprises are products and products, and sometimes enterprises can represent a product or even a class of enterprises, such as "Shanghai".

Through the enlightenment stage, it was a market melee. At that time, all the nouns in foreign textbooks were used in China. Self built channels, human sea tactics, and big character poster were pformed into print posters, door-to-door promotions, celebrity advertisements, public relations events, CI strategies, sports hitchhiking and advertising signs. All of a sudden, however, it was undeniable that the heat was hot and noisy. It was also a flash in the air. There was no coherent brand strategy, and there was no precipitation at all.

In the late 90s, many marketing people began to rethink, especially with the sun god, the three plants, giants and so on. What can China's marketing do after it has been used?

After the price war of household appliances is still low, the health care products industry is no longer in sight, so we have brought back Kotler like God, and we must mention integrated marketing.

It is considered that "integration" will be successful, but this integration is more about the integration of eight shares. The real integration is not the one or two theory that can be said clearly. Under the influence of 5000 years of culture in China, China's market integration is to test the high brand culture of the enterprise. Integration means greater investment, more cost, deeper wisdom and wider coordination.

So my conclusion is that due to the immaturity of China's market economy, the large regional disparity and the imbalance of market competition, in the next 35 years, for the small and medium-sized enterprises that are still at the stage of survival, the streamlined and effective combination means is still the key brand building means.