subject: Analysis Of Brand Strategy For Smes "triple Door" Puzzle - Home Appliances Brand, [print this page] Talking about the brand, most people will say, "brand is big business special weapons", "brand does not belong to small and medium enterprises," and so on. Because many aspects of SMEs constraints, even with high-quality products, they can only survive at the bottom?? Product level, while much merchant, "abuse", "fraud."
Those with high-quality products, small and medium enterprises how to "turn over the decisions" to escape out from the shadows? Only branding for
Business management , Corporate marketing and other sectors shift from the product level, brand level, so as to enhance the brand premium, and thus strengthen the intermediary,
Consumption Recognition and reputation of those. Then why do not these companies create their own brand names, are bound by what then? There are three main.
An objective shortage of financial resources
Domestic small and medium enterprises, especially
Home Appliances Enterprises, the absence of economies of scale, enterprise market size, product size did not reach a certain standard, so most companies are facing financial pressures, faced with limited funds, companies need to brand development, market development and a series of costs, which have extra funds to do for branding? Even if you can squeeze some money, but also a drop in the bucket.
Second, subjective stress Many small and medium enterprises in the choice of brand strategy at the same time, there were similar concerns: brand building is a long-term
Project And the works carried out and continue to need strong financial support, and such small and medium enterprises If you choose to brand strategy, there may be risks facing the collapse. Therefore, many domestic small and medium enterprises are reluctant to take the risk, and the choice of products lines unknown.
III pressure business philosophy Present, SMEs are engaged in a considerable number of
OEM Production and earn a crush depleted by less than 10% of gross profit, as these companies quality products and OEM-scale production in the long term, the accumulation of considerable financial resources, but because of RMB appreciation, rising oil prices and other factors led to increased production costs, these OEM enterprises have turned to the domestic market, engage in self-production and R & D, which has a strong corporate funds to support the transition almost always choose the brand of the road, but long-term market model by the foreign influence on the domestic market is not very understanding and implementation of the strategy of domestic brands still no start.
SMEs face a lot of pressure on the face, I put forward their own solution:
1, focus on running the various break
Should be said that financial pressure is the brand strategy most SMEs encounter common "stumbling block" to the case of shortage of funds to do brand? Probably many people would question: how to do without a strong financial brand ah. The author believes that the use of limited funds is critical that SMEs can put those funds targeted to certain key markets, and the choice is also important to put in the market. This requires adequate pre-business
Market Research , Including how a product's Distribution Issues situation, competitors, consumer purchasing power and other factors, then the use of native brand communications, promotions, conduct a strong focus on the operation of regional markets.
In the successful operation of the regional market, brand strategy, the company re-copied and the rest of the market separately.
2, fast brand strategy
I think that brand is the relationship between products and consumers, need to rely on high-quality products, through the initial experience of consumer products, enterprise feelings, and history perfusion to consumers, thereby increasing the visibility and business reputation. This relationship between brands and consumers like human relationships, intimate relationships and alienation are often not proportional to the time. So you can quickly build brand through a variety of communication strategies to increase brand awareness.
