Lu Renbo: Enterprises should strengthen efforts to defuse the crisis brand - Lu Renbo, brand-IT industry

Lu Renbo: Enterprises should strengthen efforts to defuse the crisis brand - Lu Renbo

, brand-IT industry

China Electronic Chamber of Commerce Deputy Secretary-General Lu Renbo

The following is an interview with Record: Moderator: Beginning in 2007, by the U.S. subprime mortgage crisis triggered Financial Crisis sweeping the globe, the world economic slowdown, and gradually increase the downside risk, then present the IT The status of the industry is how the market like?

Lu Secretary-General: the present situation on three

1, by the financial crisis affecting the global IT market performance fell 10.5%, mainly IT purchases by financial crisis severely affected the reaction over strong, while the hardware Sell Part is the worst decline in business than in 2007 fell about 13%, software sales and outsourcing of IT services and were down by 8.1% and 8.6%. Western Europe is particularly prominent, the overall decline of 15.5%, while only 5.0%. Expected fourth quarter 2009, the market demand is still weak, but the market has been more active.

2, and the next period, China will be a major advantage of the opportunity of international industrial transfer, gather resources, a breakthrough core technology constraints in integrated circuits, software, computer and information processing, modern mobile Communicate , Information security, information services and systems integration technology to enhance innovation, promote upgrading of IT products, to promote IT in China by the IT power to a power change, and thus promote the process of economic information to information to promote industrialization, out of a new industrialization road.

3, IT products, "home appliances to the countryside," a vast market. As China's huge population base, as well as urban and rural areas, the difference between east and west, rural, rural, underdeveloped areas in central and western penetration of personal IT products is not high, huge space for development. Meanwhile, the next few years China will be further changes in population structure, 20 to 40 years of productive population, especially among the urban population proportion will further increase, resulting individuals and families to promote IT spending must not be ignored. As consumers in this age of work, life, consumption, entertainment can not be separated Network And IT products, IT products that for the corresponding development of the market provides a space for imagination. The next few years will be worth following solutions focus on:

- The vast rural areas, township, central and western areas of personal and family behind IT product

- E-commerce, Web2.0 Applications - For a new generation of consumers (GenerationY) design of online games, mobile value-added services, consumer electronic products

Left Qixing Chen HC IT network right in the photo editor of China Electronic Chamber of Commerce, the Secretary-General Lu Renbo

Moderator: A business can not survive without brand building, how to create their own new brand image?

Lu General: 1, to identify market segments well brand for accurate positioning. Each consumer's consumption psychology and capacity are different, their views on the brand will be different. Enterprises must be preconceived in the minds of consumers leave a unique impression of the brand, such as the warm, youthful, fashionable, high quality, wealth and so forth, so that the brand created in the minds of consumers in the evaluation.

2, emphasis on the internal branding Education . The internal brand education, is to let any company employees aware of their heart and create a great brand, creating a high degree of cohesion within the brand. Brand is open to radiation from the inside out, many world famous enterprises from the very beginning the birth of an internal focus on brand promotion, brand image the meaning nurtured in-house after the monasteries in the outward penetration.

3, emphasis on product innovation. Emphasis on product innovation, in fact, not only to improve the quality of products, more important to build enterprise products in the minds of consumers, "high quality" impression. This requires changing thinking. Any product has its birth, growth, growth, life cycle of decline, consumers will be replaced by another, the times will move forward, but the company had some "long-established" brand is. Enterprises must constantly keep up with the pace of the times, keeping abreast with the changing tastes of consumers, continue to use new materials, new technologies, new product image and product design new elements, increase the brand's fashion sense.

4, actively involved in charitable activities. Brand is out of the public comments, good brand names, and no active participation in various regional or full name of public welfare activities and allow the thousands of families to remember the brand. Contemporary society, so the market will do Advertisement However, advertising may not be able to do a good job market, sponsor public service activities have become a "walking advertisement" will be part of the business profits through the most consistent brand image of public service activities way back to the community, this from the people, with The way the people can be responsible for the company to set a positive civic image, so as to continuously expand the brand's reputation and visibility.

5, emphasis on moderate brand extension. When an enterprise product with a famous brand, we must lose no extension of the brand, and further sub-brand market, creating a unique market segment, for their strong basis. According to statistics, in the past 10 years, the rise of brand new U.S. 2 / 3 is by the success of brand extension.

6, enhance the brand efforts to defuse the crisis and take preventive measures. As the well-known local SMEs is generally more rapid, management and marketing systems are not a fairly solid foundation. Therefore, the process of growing the brand should always maintain a sense of cautious walking on thin ice. Otherwise, a chess accidentally, lose the whole game, once the crisis would be a fatal blow to the brand, and even depressed.

Moderator: Do you think the importance of brand image have those?

Lu Secretary-General: 1, brand awareness, credibility and reputation is the cumulative image built up, creating huge gains in the future the best guarantee of value of the brand lies in its enormous potential to create wealth. Brand value can not only create real income, but it is creating the future earnings potential.

2, there is no good and distinct brand image, a measure of the success of a brand, an important evaluation index. Look at the world famous brand, we can emerge in the mind out of their unique brand image. "Marlboro" (Marlboro) is the cowboy image, "McDonald's" (McDonald's) is a happy, pro-and image, "Mercedes" (Mercedes-Benz) is a stately, noble image and so on. The success of the brand image, brand owners are in accordance with their own strategies and objectives of consumer psychology

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