Brand Positioning: Communication Differentiation To Enhance Brand Value

< p > > < a href= > http://sjfzxm.com/news/index_q.asp > < < a > > > < /a > > it is difficult for us to mention the classic engineering case in the industry. It is difficult to recall the classic engineering case: mentioning Huang Ming's solar energy hot water project of Chairman Mao's memorial hall; the solar energy hot water project of the Beijing beauty cube of Sanpu and the solar energy hot water garden in Tianjin; the seasonal solar storage hot water project of the four seasons Mu Song; as for the mulberry music, Tsinghua sunshine and solar rain, there seems to be no impression; lenoret has been promoting solar energy and building integration concept for many years, and has done a lot of projects over the years.

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< p > mention that the new solar energy hot water project of Ji'nan Olympic Stadium and Shanghai Sanxiang four seasons high level hot water project are immediately remembered.

For many years, five-star solar energy, Joyoung, Peng sang Pu, Jia general and other enterprises that have been sticking to the project can hardly remember their classic projects.

The hot water project of the five star solar games is impressive, but because of the high price of exposure hot water and the lack of service.

Although the investigation has clarified the fact that it is not the responsibility of five-star solar energy, but the project left more negative impression on people.

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"P > this makes a lot of a href=" http://sjfzxm.com/news/index_q.asp "> industry < /a >. What is the cause of this phenomenon? < /p >

< p > 1, enterprises do not want to disseminate? < /p >

< p > 2, enterprises do not know how to publicize? < /p >

< p > 3, enterprises are worried that there will be problems in the project and do not want to spread it. < /p >

< p > 4, with little previous works, everyone is trying to find out. Now that there are many projects, we feel that there are not many bright spots in many projects. < /p >

< p > 5, afraid of competitors knowing their secrets? < /p >

< p > 6, at present, the engineering market is unable to meet customer satisfaction or engineering problems. < /p >

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< p > for this reason, the author has conducted a survey on the Internet, and some of the staff members selected here are: < /p >

< p > Yang Xianjie, general manager of Hanlin Solar Energy Ltd, Shandong, believes that most of the solar energy hot water projects are of poor quality, many after-sales service, large users' opinions and ashamed of publicity. The key is that technology has not broken through and there is no bright spot to show off.

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< p > Beijing solar energy research institute Yan Kai engineer believes that the impact of solar water heating project is still relatively small, it is difficult to cause sensational effects; moreover, technological leadership is not everyone's concern, and interest has become a stumbling block for technological development when enterprises become chasing objects.

Most enterprises do not attach importance to technology research and product innovation. After all, R & D needs to invest a lot of money and can not guarantee that every technology will eventually turn into productivity.

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Mr. P, who has been engaged in the solar thermal utilization industry for 10 years, said that this phenomenon is fundamentally a product and technology problem.

Many engineering products and technologies fail to achieve their publicity effect, so most enterprises simply disseminated and buried their profits at the moment without considering sustainable development.

We should consider further technology research and development, because technology is the foundation of products.

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< p > "fear of human learning, without confidence and not dare to publicize, this may be the mainstream.

In fact, the industry is recognized to be bigger, so that we can share more cake with us. "How can we grow up in the small world?"

Wang Xiao, marketing director of Jiangsu Mai Ning High Tech Co., Ltd.

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< p > although there are such problems in the solar water heating project market, its advantages such as environmental protection and energy conservation have been recognized by everyone.

Facing the fierce and disorderly market competition, how can the engineering market brand help the project realize the premium, thus making the market share continue to grow.

Integrated marketing communications expert D. Schultz said: in the homogenization of market competition, only communication can create business alienation and personalized brand competitive advantage.

After analyzing and thinking about property developers, solar enterprises and market hot water projects, Chen said that enterprises could enhance brand image and enhance their competitiveness from the precise positioning of brand personality and the differentiation of communication.

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< p > < strong > 1, repositioning the brand < /strong > < /p >

In the past two years, great changes have taken place in the market of solar thermal utilization. With the change of market conditions and the need of consumers for solar water heating system, enterprises should adjust the brand situation in P.

By repositioning, the image of the enterprise and its products in the minds of consumers can be changed, and the "old peach replacement" can enable enterprises to gain greater vitality.

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< p > in addition, the solar energy hot water project market has just risen, and a large number of projects have made the enterprise unable to catch up, but enterprises should consider it from a strategic perspective instead of losing themselves for immediate interests.

It is reported that the engineering price of big brands in the industry is also far too low.

People have to question the quality of their products and systems.

This is undoubtedly killing the goose that lays the golden eggs and killing the brand.

In fact, the engineering market can be subdivided in different ways, and enterprises can do their best in a certain field according to their own conditions.

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< p > for example, enterprises can focus on hot water projects in gymnasiums, hot water projects in chain hotels, hot water projects in schools, hot water projects in slaughterhouses, etc.

Instead of rushing to do anything, ignoring profits.

Some enterprises are willing to invest at low prices or even make advances.

With the extension of after-sales service period, bank interest and arrears for a long time, low prices will inevitably lead to poor product quality, and after-sales service is bound to be a heavy burden in the commitment time.

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< p > a comprehensive calculation shows that the project is bound to lose money, and the enterprise is nothing more than losing money by drilling.

Therefore, I believe that enterprises and their full bloom, not as accurate positioning, a certain area of engineering safety and convenience, so as to establish a strong brand image.

It is better to say "hurt ten fingers than to break one finger".

Perhaps Jiangsu Mai Ni High Tech Co., Ltd. focuses on enamel pressure tank successful case worthy of our reference.

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< p > strong > 2, communication differentiation to enhance brand value < /strong > < /p >

< p > mention that many people immediately think of advertisements, but advertisements are only part of the spread.

And there are almost no differences in advertising in the solar industry.

A few photos are stacked up or find an image spokesperson, and then the words "leaders, creators, XX experts, first brand" and so on to show their tall, the result may be counterproductive.

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< p > enterprises are so self righteous, self indulgatory and self boasting, is it not the sorrow of the industry?

Perhaps "strong wine is good, but don't drink."

This slogan is very common in dialects.

But it conveys the connotation and value proposition of the brand: sincerity and love.

This may give us a lot of inspiration. Brand needs to have a clear and unique value proposition.

Then we can make full use of the existing multiple channels for integrated communication.

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< p > when it comes to communication channels, many enterprises are in the wrong area at present, but a lot of advertisements in the industry ignore the buyers.

It does not take the initiative to communicate with the real estate developers and design institutes that have the right to decide. On many occasions, it is publicly stated that developers and designers do not understand solar energy hot water projects. Many schemes are provided by solar energy enterprises, and enterprises do not know much about buildings so as to cause today's current situation.

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< p > actually, it is not true that some small and medium-sized developers really have such a situation, and almost all the top 100 developers have arranged relevant technical personnel to study it.

Many people do not understand why the Vanke and other real estate developers designated the enamel water tank or the solar water heating system.

This is closely related to their deep involvement in the real estate business.

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< p > recently two well-known real estate developers have announced the procurement list, of which there are solar water heating systems.

Few enterprises have studied the procurement system and standards of real estate developers. They believe that public relations or low prices can be done.

As the market matures, developers and designers pay more attention to the quality of solar water heating systems. Without excellent technology and reliable quality products, they will not be able to occupy a place in the future competition.

Enterprises should consider how to carry out differentiated propagation accurately, relying on traditional means obviously not.

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< p > communication is a system engineering, and the enterprise carries out integrated marketing communication with the current mobile media for the customer base.

Thus creating enough exhibition space for three-dimensional presentation of brand image and ingenious development of brand personality, thereby enhancing brand reputation and loyalty.

In communication, we should enhance brand value, create unique value proposition, enhance brand bargaining power, and enhance the competitiveness of enterprises.

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