Cao Fanghua: Internet Integrated Marketing Communication Strategy

What exactly does a brand do?

This problem is not understood by many enterprises.

If we understand it, there will not be a large number of Jinjiang enterprises homogenization products, homogenization brand strategy dilemma.

Is it a brand advertisement?

Or is advertising the brand?

Advertising is a way to build a brand, but it is by no means the whole brand.

Since advertising is a way to make a brand, it involves how to advertise.

Is advertising on CCTV, road advertising?

Or is advertising just a simple act of communication?

Jinjiang's enterprises have been on CCTV and have not started several brands, which proves that advertisements simply spread and can not build brands.

Based on the above Platon analysis, our view is: advertising is a way to build brand, but deciding whether advertising can bear the role of building brand is the core question of advertising.

To whom?

How do I say this?

Through what channel?

There is bound to be a problem in any link.

At present, the "CCTV + star" mode of Jinjiang enterprises is a good example.

What is brand?

This problem is also a problem that many enterprises have not figuring out clearly.

Is the brand known to the world?

If there is a relatively small convenience store in the community, but because of the high recognition and recognition of the people in this community, for this convenience store, the small convenience store may also be a brand in this community.

Therefore, brand is the cognition recognition degree of the target consumer group and the relationship established between them.

Brand exists in the mental network of consumers, providing consumers with a sufficient reason to buy.

Since brand is a relationship between an enterprise and its target audience, how can this relationship be established?

The relationship between community convenience stores and community residents is established through convenience stores providing real convenience services to residents.

To put it bluntly, convenience stores provide real value for residents and win the hearts of consumers.

However, the present situation is that there is not only one convenience store in the community, but at the convenience service level, the competitiveness of different convenience stores is the same. How can we establish the relationship between convenience stores and residents at this time?

That is to say, we must provide spiritual values to residents through service and concept.

This is like most enterprises in China, and the products are seriously homogenized. How can we build the relationship between the audience and the brand?

That is the brand concept and the core value of the brand, that is, whether the product can satisfy the physical level of consumers and provide a spiritual satisfaction at the same time.

Therefore, in the homogenized product market, brand marketing is to establish a unique spiritual exchange with the audience. The brand represents a life attitude, and the brand brings consumers a spiritual satisfaction.

Therefore, under the current marketing environment, the starting point of brand marketing is to excavate the core value of the brand. The purpose of brand marketing is to sell a kind of life attitude. The key point of brand marketing is to realize the deep pmission of the core value of the brand.

The first consumer is a kind of value, loyalty is a kind of life.

In the age of planned economy, it is completely a product oriented age. There is a shortage of social goods and people's material needs have not yet been satisfied. In that era, advertising was totally unnecessary, so at that stage, there was basically no advertising in China at least in the mass advertising.

In the era of planned economy, China's economic structure began to enter the era of market economy.

However, in the early stage of market economy, socialized mass production began to develop, providing a certain material basis for the material needs of consumers.

But at this time, the communication channels between manufacturers and consumers are not smooth, buyers can not find sellers, sellers can not find buyers.

Against this background, China's advertising has begun to recover and develop. Advertising has become an important way of service commodity circulation.

As China's reform and opening up has brought about a significant increase in the level of social productivity, coupled with China's abundant labor resources, the market supply of social goods has been saturated rapidly, that is, in many commodity markets, the situation of oversupply of products has appeared.

People are no longer satisfied with food and clothing, but begin to pay attention to eating well, wearing good clothes, and even having good taste and personality.

Under such circumstances, if advertising remains in the communication stage of product information, it will not produce ideal results.

In 2008, China's reform and opening up for 30 years, but China's social development has enriched the development history of the western capitalist society for hundreds of years. China's brand marketing also concentrates on the brand marketing history of western countries.

It is precisely because of the rapid development of Chinese society and the changing market environment that many Chinese people's minds and concepts are derailed with the times.

For example, in the field of brand marketing communication, as long as you turn on the TV, you will find that many products remain in the stage of product appeal.

For example, the daily chemical industry, in 2008 during the Spring Festival, there is a company called mountain peak daily chemical enterprises in the major television stations frequently broadcast advertisements, advertising appeal is the performance of the product, I really want to give their boss on the class.

As far as product performance is concerned, I really don't know what is the difference between the products of Shan Feng's daily chemical products and Procter & Gamble, Li Bai, and nice.

At present, we are in a new era. The homogenization of products is not a fresh proposition. The key is that the material needs of consumers have basically met. Consumers' consumption behavior is no longer a simple product consumption, but a brand consumption and spiritual consumption.

Therefore, the core of brand marketing is to provide consumers with a spiritual value and a psychological satisfaction.

We create the difference of homogeneous products by satisfying the spiritual needs of consumers.

Beyond product competition, building brand differentiation is an important magic weapon for enterprises to gain market opportunities.

For example, shoe manufacturers in Jinjiang, at the product level, most manufacturers have similar shoes, and on the functional level, the products of most shoe companies in Jinjiang do not have any advantages compared with Nike, Adidas and CONVERSE.

If product marketing is still at the level of product appeal, it is like waiting for death.

At present, many enterprises are developing branding strategies, and Jinjiang enterprises are in a good position to host CCTV and invite stars.

However, such a swarm strategy does not achieve a good brand segmentation, but from the mire of product homogenization competition to advertising homogeneity, or the homogenization of brands.

Therefore, the branding strategy did not achieve enterprise's innovation and stand out.

The important reason is that there is no differentiated brand strategy.

To develop brand marketing and implement branding strategy, enterprises must clarify three problems: consumers purchase a product, if the product can not meet the needs of consumers, then marketing is no wood and brand is also a castle in the air; but they buy not only a product, but they consume a value. If the brand stays at the functional level of the product, it is absolutely impossible to become a high-end brand, and it is absolutely hard to form the loyalty of the audience; their loyalty is a kind of life, and the core of a consumer's loyalty to a brand is that the brand represents a life attitude and a way of life.

Consumers buy more than just one product.

At present, most commodity purchase behaviors in the market are based on consumers' demand for product functions.

The premise for consumers to buy a product is that products can bring certain functional satisfaction to them.

Therefore, if any product wants to become a brand, it should first have no problem at the product level.

That is, products can bring consumers expectations and even exceed their expectations of functional satisfaction, which is the basis of marketing, the source of brand.

Product is the carrier of brand consumer behavior, so the foundation of brand building is the guarantee of product strength.

However, the guarantee of product strength does not necessarily achieve the upgrading of the product to the brand, because the functional needs of consumers are basically satisfied.

Take the shoes: at present, there are many shoes with reliable quality, fashionable appearance and good sense of feet on the market. When you go to the shoe wholesale market in Jinjiang, you can meet the requirements of these products by looking for a pair of shoes.

When a large number of homogeneous products on the market can meet the physical needs of consumers, consumers will not only buy products.

Take shoes as an example. Although there is basically no difference in the style, quality and shape of Anta and Nike shoes, their brand added value is quite different.

Because they give consumers psychological satisfaction is different, so consumers in homogenized commodity market, buy a brand value, exchange is a brand idea, brand consumption to bring them is a kind of life attitude and life style.

As far as the product level is concerned, many of Nike's shoes are OEM produced by Jinjiang enterprises. Many of Lining's shoes are also OEM produced by Fujian enterprises. But in the minds of consumers, Nike and Lining are not at the same level with many shoes in the market.

At present, many enterprises in Jinjiang also use Anta and Lining as examples, but there is no obvious market segmentation on the ground, and the value of brands can not be differentiated.

Brand value is not obvious, brand competition is bound to stay at the low level of product competition.

Obviously, the product level function can no longer satisfy the audience's brand consumption psychology, and can not give consumers a clear reason for buying.

Product is the carrier to achieve brand consumption, but brand value is the internal support to achieve brand consumption.

So what consumers consume is a kind of value.

What consumers consume is a kind of value.

Smoking Marlboro cigarettes is a kind of man's heroic and rough; drinking Coca-Cola is a kind of American culture.

At the level of cigarettes and coke, they are not essentially different from most products. Only when the product is given certain value and spirit, the product becomes a carrier of spiritual pmission.

Roses, chocolates, rings and so on. Once the product is given a spirit, the satisfaction of the consumer will be raised from the mere physical functional satisfaction to psychological satisfaction.

The strategy of branding is to give the product a certain spirit and make it a carrier of spiritual pmission.

At present, many brands in the market, especially the Jinjiang brand, also want to give the product certain spirit and idea through the branding strategy, but most of them are positioning fashion, leisure and so on. They are similar but not innovative, and how to talk about competitiveness.

The first to compare women to flowers is genius, the second is mediocre, and the third is stupid.

Consumer consumption of brand is to consume a kind of value, a unique value.

Homogenization has no difference in value and value.

When standing on a starting line, everyone's position is the same. When everyone is running in the same direction for 10000 meters, everyone's position is the same. Although everyone is tired after finishing the 10000 meters, no one is pulling away from others.

So the result of the labor and the people's wealth is no harvest.

Consumer consumption is a kind of value. Brand strategy is to provide consumers with a core value that is different from the products of homogeneous competitors.

Later, we will discuss how to establish this value, that is, to tap the spiritual satisfaction that the product brings to consumers based on the functional satisfaction of consumers.

We have carefully analyzed and compared many brands in Jinjiang, and found that the brand naming of Jinjiang brands is very similar. For example, PEAK, Meck, fly, wink and so on, similar brand names increase the difficulty of brand segmentation, just like we often confuse two people with similar names.

At the same time, the brand slogan of Jinjiang enterprises is very similar. "Go your own way", "believe in yourself", "I can play", "on my way", "I think I can" and so on.

The connotation of brand slogans is similar, it is difficult to create obvious brand segmentation. Similar brand concept is facing the same kind of consumers, exacerbating the brand competition, but not forming brand segmentation.

Grief!

Consumer loyalty is a kind of life.

There are many people in our lives, whether they eat, wear or use. They must be well-known brands.

Choosing a brand is choosing a kind of values and a life attitude.

Brand evolution has become a symbol, a symbol, a meaning, a kind of self intoxicated artistic conception, or can.