Yao Chenggang: Brand Building In The Digital Age

< p > 1, please rethink your customers. We need to have a better understanding of your target audience and target audience. As you can see, there are many new ways, such as listening to big numbers. There are 612 million Internet users in China. There are many commercial values basically on the Internet. On the Internet, they can listen to these people's voice in a more accurate or more innovative way. They can know what their usual needs are, and their feedback and evaluation of your brand. Only in this way can you achieve the direction of brand innovation. Because my innovation and your innovation are different. Innovation means thinking about the needs of consumers in a new way and thinking about the relationship between consumers. < /p >
< p > two, at present, there are many functions in the enterprise, there are many departments, which are easy to manage. In the digital age, this is not the case. In the digital age, we must think about the end. Nowadays, many enterprises are in charge of marketing, but consumers and users are not so many. All of them are brand views. Therefore, in the digital age, because consumers can more quickly contact brands, understand brands and evaluate brands, they will force enterprises to create a complete and consistent experience for users at the beginning, instead of starting from the perspective of enterprises. Usually we talk about digitalization, many people's misunderstanding is too big. You may think that the establishment of official WeChat, < a href= "http://www.91se91.com/news/index_c.asp" > micro-blog < /a > website may be to buy some website advertising, but this is far from digitization, digitalization will affect or change the way many enterprises operate in the future, and even in the next 35 years, there is no longer the word digitalization, because everything is digitalized. < /p >
< p > three, Chinese characteristic < a href= "http://www.91se91.com/news/index_c.asp" > digitalization < /a > more sociality. Chinese people spend more time on the Internet every week than in many other countries. The importance and strength of this carrier is the first. Chinese consumers are more willing to participate in the Internet than other countries. They are more socialized than other countries, because the degree of interaction is more, consumers are very willing to express on the Internet, the number of people expressing is three times that of the United States, Chinese consumers are more mobile, and are more willing to use mobile phones to operate. No foreign digital brands survive very well in China. < /p >
< p > four, < a href= "http://www.91se91.com/news/index_c.asp" > media > /a > began to be reclassified. From the perspective of communication, please consider a change. Traditionally, as long as people working in enterprises will see that this is the most traditional way of media delivery, but now the media in China's whole society is no longer such a classification. We re classify these media into self owned media, paying media and obtaining media. The new media classification is also worth considering, not all media can buy, and how the real media in the acquisition of its own media performance is better. < /p >
< p > five, measuring brand building methods and indicators. Traditionally, our brand will focus on coverage and frequency. We used to pay more attention to exposure. Now we pay more attention to the experience and participation of consumers. Before, we said this idea is very good, now that this idea can lead to communication. < /p >