Ningbo Qiaopu Electric Co., Ltd. Brand Strategy

China's SMEs in the development process is the lack of one of the difficulties facing their own brands. Globalization in marketing, product homogeneity of today, the brand has become Qiaopu electrical key to survival and development. Import brand strategy is Ningbo Qiaopu Electric Co., Ltd. (hereinafter referred to as: Qiaopu electrical) of an effective marketing tool, but also our development and expansion of the inevitable choice.
1 Qiaopu Electric brand management need for the road
1.1 The expansion of the needs of today's consumer market, product marketing, brand marketing has entered the era of more and more consumers have begun to deepen brand awareness and tend to buy branded products. Brand products in general, reflects the overall image, determine the status of the brand in the minds of consumers. Especially for products with high frequency of purchase, the brand is more important, which is unique to the brand by the quality of consumer trust and preference or interests arising. Such as home appliances market, consumers tend to choose brands, especially brands. In today's increasingly rich material life, homogeneous products up to hundreds or even thousands of dollars, consumers can not get to know one by one, only by virtue of past experience or the experience of others to choose the right brand. Meanwhile, brand building takes time, and consumer word of mouth, people will have confidence and a sense of security in order to attract and retain customers.
Qiaopu 1.2 Enhanced competitiveness of companies need to brand competitiveness is competition in the electrical products Qiaopu most powerful competitive edge. In today's market, well-known brand than the less well known brand of customer desire to purchase more easily excited and to allow consumers loyalty. A Qiaopu electrical terms, the brand's success is real success Qiaopu appliances. Brand management of the road is intense competition in the market Qiaopu electrical firm foothold in the only way out, the only way to enhance the competitiveness of Qiaopu electrical, invincible in the competition.
2 Qiaopu appliances in brand building of the main issues
2.1 Qiaopu electrical defects in their own development the development of Qiaopu electrical problems mainly in its two aspects of internal and external environment. From the internal environment, the first single electrical products Qiaopu, backward technology, poor product quality, weak in strength, production management and technical innovation and inadequate investment demand is difficult to develop the brand; from the external environment, mainly the external Qiaopu electrical most of the big brands market share. These problems have seriously hampered the development of the brand appliances Qiaopu.
2.2 Qiaopu Qiaopu has long been weak electrical appliance brand awareness in the development process, because in general a smaller scale, lack of funds, management lags behind, Qiaopu emphasis on electrical production increase sales, product sales as a pursuit of Qiaopu electrical the biggest target, while ignoring the brand-building, enhance the competitive strength of consciousness, self-protection of trademarks and brand awareness of difference. Therefore, Qiaopu appliances to brand building and to seek their own development, the first question is the need to change attitudes, establish the correct brand awareness.
2.3 Brand positioning is not clear if most of the existing brand Qiaopu electrical, but can not pinpoint the Qiaopu electrical there are differences with other target markets, the process of brand positioning, you can not locate the individual, differentiated brand . Brand positioning is centered on the nature of how consumers remember the brand or understand the elements of the most willing to accept to locate and disseminate. One of the most critical is the positioning of the brand's consumer market. Most Qiaopu electrical current with no clear target market the brand positioning strategy.
3 Qiaopu appliance brand building measures
3.1 improve product quality, good brand in brand creation and development of the process, should improve product quality as the first. Product quality is the brand's strong support. Quality is the essence of the brand, foundation, also the brand's life. Poor product quality is the existence of long-term Qiaopu electrical a fairly common problem, but also economic efficiency appliances Qiaopu is an important reason. Currently, some Qiaopu by excellent product quality electrical open markets, access to considerable economic benefits. But there is still a considerable number of Qiaopu electrical quality consciousness, the blind pursuit of production, ignoring the quality of products. Modern Qiaopu electrical quality of survival, quality and develop new markets, dominate the market, quality win. Qiaopu appliances to the changing market in an invincible position, it must produce high quality products to intensify the accumulation of brand equity. Only quality assurance, consumers will be loyal to brands.
3.2 build brand awareness, build brand awareness of quality products is the brand and the brand Qiaopu electrical construction of the basic concept is a Qiaopu appliances brand values, brand resources view, concept of brand equity, brand competition, concept, concept of brand development, brand strategic concept and the concept of a comprehensive reflection of brand building. Electrical appliances for Qiaopu, first to establish a brand strategy awareness, attention to brand work, and only build a successful brand in order to enhance the competitiveness of the overall Qiaopu electrical. To this end, we must understand their Qiaopu electrical brand equity, brand positioning themselves into market positioning, brand personality, the depth of meaning and tension of the brand extension.
.3 Scientific brand positioning, enhance competitiveness and creating brand Qiaopu electrical products, first of all have a scientific orientation, with the target market to create a brand image related. The exact location of the brand has become the brand of the normal operation of whether the premise and foundation. Conducting scientific brand positioning, we must consider the characteristics of the product itself, the characteristics of the target consumer group, and Qiaopu electrical scale, technology level and strength, and other related factors. Qiaopu Qiaopu electrical appliances as a small scale, less capital and other factors, first, to local consumers for their target market. Positioning differentiation strategy generally adopted, could significantly differentiate from other brands, highlighting the brand "personality." To give full play to the newspaper, television, radio, magazines and other news media advocacy role, opening up the brand strategy columns, vigorously promote brand awareness.
For Qiaopu electrical, in the early creation of Qiaopu electrical, consider appropriate OEM, study the successful experience of brand products, after a period of development and accumulation, we began to emphasize your brand, until the establishment of their own brands. Such as "Glanz", which start from the OEM, through the accumulation of some of their products after the launch began, and finally to "Glanz" into a well-known brand.
3.4 to increase efforts to promote brand products in the market today, the brand of the war intensified, the competition has become increasingly no longer limited to traditional mass media competition, but an integrated competition. Qiaopu electrical needs of the brand, Qiaopu appliances also requires the development of brand promotion. No matter how good the quality of a product, brand creative no matter how good, if not to promote the implementation and support of strong and can not be a strong brand. It has done the best Qiaopu electrical is the "McDonald's" McDonald's fast food world is a kind of decorative style, no matter in which country, which city, as long as into the McDonald's fast food restaurant, will be strongly felt Brand affinity and affection. The consistent brand building experience is worth Qiaopu electrical reference. Therefore, Qiaopu appliances brand vigorously publicized through the media, not just their own products, but also through a variety of marketing methods (such as network or social events, public events, etc.) to increase brand visibility.
In short, as Qiaopu appliances, only to establish brand awareness, science and promotion of brand positioning, in order to maintain vitality, and only the brand awareness of the real root in the hearts of all employees, will create a brand and brand-name appliances Qiaopu. Because brand building is a long-term, comprehensive process, so Qiaopu appliances in brand building should be well prepared to fight a protracted war.