Brand Building Of Chinese Enterprises In The New Marketing Era

< p > < a href= > //www.sjfzxm.com/news/index_f.asp > brand > /a > what is it? < /p >

< p > it has three parts: the first is the value of the brand; the second is the management system, or is an operation system; thirdly, it is the dissemination of creativity.

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< p > to what extent is the brand building of Chinese enterprises? In terms of the scope of the global division of labor, some countries provide raw materials, Chinese enterprises are in the middle zone, providing manufacturing capabilities, and the United States and Europe are providing creativity and brand.

In such a global division of labor system, Chinese enterprises in the past did not assume the role of brand value creators, but blindly pursued manufacturing capabilities.

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< p > enterprise's marketing development also has three stages. First, rely on certain external resources and rely on mountains and mountains; second, create value by scale manufacturing; third, rely on intangible brands to create value.

Brand is the means of value creation and dissemination, and this part is the biggest challenge to Chinese enterprises.

With the development of China's economy, some Chinese enterprises have entered the stage of relying on brand to create value. How to create and convey brand value from the perception of consumers is a bridge for Chinese enterprises to create brands in the new marketing era. It may also be a surpassing opportunity for Chinese enterprises.

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< p > < strong > Dong Mingzhu: < /strong > < /p >.

< p > < strong > Zhuhai GREE electrical appliances Limited by Share Ltd chairman < /strong > < /p >

< p > others call me "marketing Queen". I don't think I am.

Today, as a manufacturing industry should not be put to the end, we should do what we should do to integrate new technological innovation into the enterprise.

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< p > on marketing, I want to point out that innovation as an enterprise is inseparable from marketing, but what supports marketing? This is what we need to think about.

Today, not only Chinese enterprises go to GREE to dig people, but also the world's enterprises are digging to GREE and digging up our technical talents. This indicates that our technology has surpassed them and marked the leading position of GREE electric industry.

In the process of development, marketing is essential, but marketing is not the only thing that can support us to win the market mainly by quality, technology and integrity.

This is the premise and the root. All the promotion is just a branch and leaf.

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< p > creativity is needed, but the system construction in marketing system is more important.

Planning is inseparable from the support system within the enterprise, and the product should be truthfully told to consumers. This is very important.

In the development of GREE electrical appliances, we have also done marketing, including four stages: < /p >

< p > the first stage we are doing is GREE electric and create opportunities.

In the early 90s of last century, Chinese enterprises did not have their own core technology. They basically imitate and even buy other people's hosts to assemble. What do they do under such conditions? The only thing that can be done is quality and quality assurance. We told consumers about this matter. GREE electric created a good opportunity, so consumers accepted GREE.

The first stage includes not only the control of product quality, but also the construction of the system in the marketing system, and the establishment of a correct solution to the relationship between the manufacturer and the manufacturer.

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< p > second phase, in 1997, put forward "good air conditioning, GREE made".

At that stage, we purchased a number of components which were less than a href= "//www.sjfzxm.com/news/index_s.asp" > /a < /a >. The problems of foreign parts and components brought great damage and impact to us. All consumers do not think that there is a problem in a particular component, but they think it is a problem with GREE air conditioner.

In 1995, we set up a screening plant to screen all components and ensure that the quality and quality of our products are consistent with the advertising slogans we promised to consumers.

We can really control the quality, but we control the quality, but fail to stand in the leading position of the market. What should we do? We need to innovate technology.

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< p > Third, in 2009, we put forward "master core technology".

From 1997 to 2007, we have been committed to research, in addition to controlling quality, more emphasis on technology development, which requires professionals.

China is very popular with highly paid talents. It seems that these people have brought about competitiveness. But I think the real innovation ability of an enterprise is its ability to train talents.

Since 2000, we have four research institutes and more than 5000 developers. Others say you are stupid. How much money do we need to invest in four research institutes? We have more than 5000 developers.

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< p > Fourth, in 2010 and 2011, we put forward "let the sky be bluer and the earth is greener".

This means that we are not only creating technology, but also taking into consideration the products that are being built in harmony with people's lives.

If the product developed is destructive to the environment and has a negative impact on people's health, the product is not worth promoting.

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< p > four stages of advertising language, representing our a href= "//www.sjfzxm.com/news/index_c.asp" > Enterprise < /a > different stages of competitiveness.

This is a big data era. How to keep abreast of the times? As a manufacturing industry, we should apply more and more useful technologies to enterprises.

Recently, the air conditioning industry is talking about it. The Internet of things in the big data era is very important. I think it is a tool for us to infiltrate things that are useful in advanced science and technology and information age into products, and enterprises are successful.

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