Deng Ming'S Brand Management Under Internet Thinking

< p > > a href= "http://www.91se91.com" > Internet < /a > the brand management of the thinking mode. The key point is to think from bottom to top. It is the reengineering of the brand. The industrialization thinking of the "postgraduate marketing mode" from the previous production and then the brand consultant company has been pformed to the customized marketing of R & D, design, production and manufacture of products according to the needs of users.

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< p > < strong > Wen Wen / Deng Ming pan marketing chairman < /strong > /p >

< p > an old friend who has been in the state key position for many years suddenly visited the house to discuss how to adapt the market to the market and how to manage the brand with the Internet.

After a long talk, I can't help feeling that a car company with nearly half a century's development has become so confused and helpless when facing the new era of competition and vigorous domestic demand.

The rise of the Internet world has brought unprecedented challenges to traditional brand management.

Then, how to manage brand management under the Internet thinking? < /p >

< p > < strong > embrace users do not watch the bustle, see doorway < /strong > /p >

< p > Internet thinking, every industry's argument in the draught is not the alarmist voice of Baidu boss Robin Li.

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< p > Internet and mobile Internet are all defined by consumers. The redemption way of Internet thinking is the principle of user supremacy of brand marketing.

This slogan is not uncommon in traditional enterprises, but it is either self flaunting or moral self-discipline of corporate leaders.

At present, Internet marketing is the era of consumer sovereignty, and even Taobao sellers are "pro, praise", so full of affection, because winning users' praise will become valuable assets.

At present, there is a hot note in the forums. Generally speaking, in the movie "the Secret Diary of the call girl", the girl who is called Belle is not a lady perfume that provocative male desires, but an elegant male Cologne. The reason is that a good call girl should not let her guests go home with other women's perfume to face their wives.

Today, for many brand managers, if you want to embrace the Internet, you need to rethink whether you really have the spirit of customer supremacy and action.

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< p > users are the concept of God and have never been so thoroughly developed as they are today.

Embracing the Internet needs not only user first thinking, but also user needs.

In the Internet world, the quality and function emphasized in the traditional industrial era is no longer the highest requirement of successful brand marketing, but the basic element.

Whether it is the fall of NOKIA, the popularity of TV, the popularity of Nintendo, the popularity of WeChat, or the weakness of Microsoft, the functional competition is no longer the killer of brand marketing management.

We have already passed the shortage of material products, and products and brands are becoming more and more abundant. After 80 and 90 are becoming the main body of market consumption. The phenomenon of asymmetric information about brands or products is less and less when people ask "Du Niang".

Consumers are more and more initiative and have more and more voice.

They yearn for the fit and spiritual guidance of values. They are no longer the single attribute of product function. They need stronger group identity and even more easily interact with each other in consumer behavior.

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< p > strong > extreme experience change starts from inside. < /strong > /p >

< p > Internet a href= http://www.91se91.com/news/index_s.asp > brand marketing < /a > is not the relationship between subversion and subversion, but remodeling and innovation.

Just like the change in the balance of treasure and WeChat's payment to the traditional financial industry, Tesla's redefinition of the automobile, the Internet thinking may not have overturned the basic logic of human business.

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Many theories of brand marketing, including 4P (products, prices, channels, promotions) or 4C (customer, cost, convenience, communication) theories, are all derived from the delineation of the "essence" rational factors of the brand, the "core" perceptual element of the brand, and the search for the brand's "soul" strategy of P.

In the user centered Internet thinking, when all the peers are meeting the needs of customers, you will find that the final decision on who can win will become a user experience.

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The promotion process of Xiaomi mobile phone is a classic known to the world. Before the Internet sale, Lei Jun did a lot of preparatory work ahead of time: first let the customer experience the millet phone, let the test organization try it, encourage the enthusiasts to experience the feelings on the Internet; even after the launch of the MIUI system after sales, P is also constantly collecting user feedback to improve the product experience.

I have carefully observed children playing with apple phones, such as iPhone's unlocking. 3 year old children can even use it without learning because touch is human nature, and iPhone's arrow icon hints that finger touch is sliding to the right.

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< p > to achieve the ultimate goal of our user experience is indeed a simple and difficult task.

But in a competitive market, it is hard to avoid the tragic end of a dead place without the determination and courage to die.

This is a change from inside to outside. There are three ways to create extreme products with extreme thinking. First, the demand must be grasped accurately; the two is to achieve the limit of one's ability; the three is to get the product manager to win the world.

When Jobs returned to apple in 1997, when the company had a handwriting device, Jobs completely cut off the project, because God gave us ten stylus, and no more invention, from the dozens of development teams, focusing on iPhone and iPad two products.

Almost all of the game fans who have played the Warcraft have known that Blizzard Entertainment has only released a few games for more than 20 years, and even reworked several times, but the money is excellent.

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< p > < strong > deformation and reconstruction of thinking mode < /strong > < /p >

< p > as Ma Yun said, there is no traditional enterprise but traditional thinking.

In the rapidly developing Internet economy, whether it is user supremacy, extreme experience, the use of big data or the theory of silk economy, Internet thinking is the pformation and reconstruction of the mode of thinking, because all actions come from the final decision of thinking, and so is brand management.

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< p > it is useless to graft the Internet or mobile Internet into enterprises. Especially for traditional entrepreneurs, the successful experience will become the biggest obstacle to the pformation of Internet thinking.

In the popularity of the Internet, many traditional enterprises have also opened the official website or even have electricity providers, but they are still using price promotions and discount big rewards as the main means to attract consumers.

The brand management of the Internet thinking mode focuses on thinking from bottom to top. It is the reengineering of the brand, and the industrialization thinking of the "postgraduate marketing mode" from the previous production and then the brand consultancy company has changed to the customized marketing of R & D, design, production and manufacture of products according to the needs of users.

For the traditional manufacturing industry, with the help of mobile Internet, big data and Internet of things, the reconstruction of the industrial chain will have great changes no matter product definition, research and development, production, marketing or service.

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< p > the brand management of the Internet thinking is consistent with the traditional brand management in three aspects: brand awareness, brand reputation and brand loyalty. But the difference is that in the Internet economy, the "three degree" of the brand is realized through search volume, repeat purchase rate, bad rating rate, and high praise rate.

In order to adapt to this change, the emerging brand new communication tool and the new media Internet thinking brand communication management mode emerge as the times require.

At present, SNS, micro-blog, WeChat and other new media constantly refresh the public's concept while constantly updating the brand marketing system of enterprises.

With the popularity of Internet thinking, those who buy the right hand and sell the intermediate link to get profits will become increasingly unsustainable. Those who rely on their heads to decide the product will be replaced.

Instead, it is the "millet for fever" and the removal of intermediate links, user centered thinking, Apple's aesthetics and the ultimate user experience, and Tesla's redefinition of the car a href= "http://www.91se91.com/news/index_c.asp" > industry < /a >.

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