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Precise Positioning, Brand Development, Brand New Development Path

2011/9/11 17:32:00 57

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Recently, "positioning China for 10 years"

Summit

Held in Beijing, from the United States.

Marketing Master

Jack Traut, the father of positioning, made a keynote speech at the Forum on "the way to survive in the era of great competition". Many industries, experts and scholars also expressed their views and shared the experience of positioning, and once again launched a "marketing storm".

The forum was held to promote Chinese enterprises' understanding of the positioning concept, and further apply and confirm the positioning.

strategy

In order to realize the pformation from "made in China" to "created in China", we should enhance the core competitiveness of enterprises with differentiated positioning and take the strong brand as the sole responsibility in the market.

In the era of economic globalization, competition in all walks of life is increasing. Chinese enterprises are facing more than just the coming market opportunities. They are more severe tests and challenges.

For the Chinese manufacturing industry, which is always at the lowest end of the industrial chain, with the influence of RMB appreciation and total cost rising, it has lost the advantage of keeping ahead. The dream of relying solely on cheap products to occupy the market has long ceased to exist.

The international environment is changeable.

Trade barrier

In an endless stream, China's manufacturing industry has also been pushed towards a desperate road toward the abyss.

To reverse the current unfavorable situation, we must change its own development mode. Only by saying goodbye to the old practice of "product management" and setting up the brand management concept, can we speed up the development of enterprises with the help of brand power.

However, the key for enterprises to create a weighty brand is to establish the "positioning" of enterprises, so as to distinguish their competitors from the industry and open up their own unique and broad growth space.

Jack Trafford believes that "positioning" is to create a unique image of the brand and products of the company in the minds of the customers.

This is not only the core of the enterprise's formulation of the global competition strategy, but also the precondition for its own planning and operation.

Admittedly, the enterprise is like a big ship that is about to sail. Only by making clear the direction of positioning can we strategise and control the wind and waves to the other side of success.

In China's footwear market, all kinds of brands are dazzling, but few can stand out. The most fundamental reason is that homogenization is serious. Many brands have traces of imitation and follow suit. It is difficult for the consumer market to remember the uniqueness of the brand.

In terms of product quality, footwear companies have invested in resources such as equipment, technology and human resources. Some brands can even compete with foreign brands. Therefore, what shoe companies must pay attention to is not quality but how to find a precise positioning to promote the marketing of products.

From brand positioning to market positioning, shoe enterprises should confirm their needs according to the needs of the target market, and make strategic positioning through systematic investigation and study of customer's mental cognition, consumption ability and habit of habit.

Brand name, LOGO design, advertising slogan...

These contents need unique memory points. This is the first step in positioning and lays a solid foundation for developing brand offensive in the future.

Secondly, shoe companies can choose to enter different market segments with competitors, seek blank points for comprehensive excavation, and lock in key consumer groups according to the strength of enterprises and competition environment, aiming at the demand for R & D marketable products, and promoting the competitiveness of brand competitiveness with accurate market positioning.

In addition, shoe companies also need to use some advertising creativity, product packaging, terminal services, publicity strategies to spread all aspects of the enterprise's positioning, and at the same time, inject brand appeal and cultural spirit to make the brand and customers resonate and feel, firmly link together and build differentiation in the customer's mind.

Of course, the location is not

Accomplish at one stroke

In order to meet the needs of customers, the shoe enterprises should promote the brand development with the most appropriate positioning as the market changes and requirements change.

Today, the commodity economy is highly developed and the brand competition continues to grow. Consumers need to choose from numerous products and brands, and only by choosing the right positioning can the brand sword move forward and break through in the industry.

There is no doubt that the importance of positioning is also needed in the process of pformation and upgrading of China's manufacturing industry, as the "world factory".

Unremittingly

The location will be regarded as the direction of the front, so that a new development path can be opened up.