Must get the story out of the storyPosted by: admin | Posted on: March 6, 2017
is currently Chinese enterprises especially the household electrical appliance enterprises have a misconception that the added value of the brand from a wide range of speculation, especially price speculation, which is so far the most commonly used Chinese enterprise is the most effective marketing tactics. With sharp ultra low price plus the price of the killer topic, for example, when the microwave oven industry is a way to grab a large number of enterprises the right to speak. Such enterprises by continuing to expand production capacity to reduce the price as far as possible, and use low prices to expand the market, the operating mode of intangibles cleared a large number of SMEs in the industry, is the main course of local small and medium sized enterprises.
in a relatively closed market environment, this model is very favorable, the sponsor and price dependent marketing companies can keep on huge sales to profit by a near monopoly, but marketing and home appliance industry, manufacturing industry please don’t think this the enterprise is the most good at marketing, if there is this idea that is purely a misunderstanding, this is a serious mistake, we will see the results of two such enterprises in the next few years: either successful, or death.
at present, China has 14% of the marketing experts basically belong to the spread of the level of experts, just this level is the most vulnerable to the bubble level. We do not want to Kotler, Schultz and other experts on the current stage of China’s corporate marketing operations have any illusions, their theory is used in Chinese enterprises, there is no fundamental improvement effect. Please note that the American marketing experts to diagnosis Chinese enterprises are strategic level, is the enterprise survival and change of direction, have undergone a fundamental change that their theories and suggestions will have effect.
we can imagine the Microsoft brand, the spread of things that probably do not need any expert. Do you think Microsoft’s brand is a factor of communication? Our admiration for Microsoft comes mainly from its products. Look back at the enterprise, such as Galanz, they belong to the dissemination of the level of things in the marketing too much, and there is no distinctive products to give people a clear impression. It is a kind of market to the impression that product is not always the protagonist, the opposite story but widespread speculation.
the fundamentals of marketing are not in the communication layer, but in the product layer, we should really return to this level. The Chinese enterprise also is such, if you want to become everlasting enterprises, this is a must.
if we think of the price of the hype is successful, then, this success is the stage, in this stage as long as the products are low enough prices can not be too consider the function of the product and consumer demand, grasp the price in a sense even hold on