A few years ago, I went abroad for business trips and paid close attention to foreign advertisements. It was rare to see a few commercial advertisements in the past ten days. I was very curious. At that time, I felt that there was a big market for foreign advertising. Later, when I learned more, I knew the attitude of foreign entrepreneurs and the government on advertising. As a result, they have paid a respect to foreign governments and entrepreneurs. In their eyes: "There is a belief that is sacred and inviolable, that is, the public resources of the society. There is a responsibility that is innate, that is, no false propaganda. "This is worth learning from the people of the country, especially in the era when the current interests are paramount. Foreign brands and companies in operation have the following characteristics: First, quality is more important than brand. Why do Chinese people like foreign things? Everyone knows that quality is good, not cheap. Why China exports to foreign countries is better than selling in China because the standards are different. The idea of ​​making products abroad is that quality is the most direct responsibility to consumers. Some people say that foreign people are good at marketing. Our university is also misleading students. It promotes the marketing theory of companies such as Apple, IMB, and Microsoft. As a result, many students are bent on entering the marketing field when they are employed. In fact, foreign products are products, innovation, It is a way to lead the market, not marketing. Apple's iphone and ipad, not his "hunger marketing", but their product design and product philosophy. What Chinese people do is marketing, and it is a kind of flicker marketing. Second, the brand is just a logo, there is no good or bad. In foreign countries, there are no well-known trademarks, and there are no famous brand products. Well-known trademarks and famous brands are Chinese patents. There are many evaluation standards and evaluation mechanisms in China. The company's honors are full of flying, and it has reached the point where money can be purchased. In foreign countries, only brands and luxury brands, no matter which type of brand, quality is excellence, there is no big difference in quality, only in the design, production process, innovation and brand precipitation. Foreign governments and media also do not have the right to award corporate brands or honors, and more are consumer word-of-mouth established through the company itself. Third, R&D and innovation are the core competitiveness of foreign companies. Foreign countries pay great attention to product research and development and innovation, and a large amount of expenses are invested in research and development. In addition to the company's own research and development mechanism, there are many professional design and research and development companies in the society, they only sell design. For example, many ceramic design companies in Italy, a large part of China's design is bought from these design companies. Chinese companies like to spend money on marketing or advertising. The annual advertising cost is several times more than the research and development costs, so China can't lead the market trend, and can only do some marketing. Fourth, the sales of foreign products mainly rely on word of mouth, and domestic advertising. Foreign companies will make a lot of publicity expenses to benefit the people. By reducing the intermediate circulation link, the price will be reduced, so that consumers can afford it. The foreign wage earners can buy a SMART car for 4 months, and the monthly salary can be bought. 3 LV packages. Due to the high advertising costs and the long circulation in the middle of China, the sales price is high, and a large part of the price of the products purchased by consumers is advertising and channel fees. Since China's specific market environment determines the importance of brand promotion, operating companies must abide by the laws of the market. To be a brand in China, they must advertise. However, when doing brand building, it is not the investment as much as possible. It should be done according to the actual situation of the enterprise. Grasping a good propaganda strategy is sometimes more effective than high investment. Therefore, we must pay attention to the following details in brand building: 1. Brand promotion should be consistent with the development strategy of the enterprise. The development stage and strategy of each enterprise are different. The investment in brand promotion is also very different. However, how to make limited resources The infinite effect is the common voice of every operator, and must not blindly follow the trend. When choosing a brand promotion strategy, it should be selected in combination with the company's own industry, industry, stage and strategy. The promotion is based on research on different media. At this stage, in the brand promotion, many brands are still in the trend of follow-up. Seeing that some people do high-speed road sign advertising, they also follow the road, and now the network is popular and has begun to turn to the network. This kind of investment without the survey of consumer groups and media audiences is a great waste. Eventually, the advertising has been cast, and the promotion has not achieved results. There are many ways to promote the brand. You can choose direct advertising, you can also promote the brand series activities, you can also promote brand awareness through public welfare, and you can use the event or sponsorship to promote. In short, the corporate strategy is different, and the propaganda methods should be different. It is imperative to engage in the form or follow the trend. 2. The choice of brand promotion platform is very important to choose the right place for the advertisement. If the location is not good or inappropriate, it will be counterproductive. For example, in the commercial center, it is suitable for advertisements of luxury goods or high-end essentials, because these regions are costly. It can also resonate with consumers, but most of them are not suitable for building materials advertising. In brand promotion, try not to let consumers have a burden, not to occupy public resources, so as not to be counterproductive, such as not being able to do indecent advertisements near restaurants, which will only increase consumer dislike of the brand. 3, the design of the brand slogan should be decent. I like to listen to the traffic station recently. On the "China XX" traffic platform, there are more and more brands to advertise. In just 30 minutes, I can hear six or seven building materials brands. advertising. Some brand slogans are designed with great connotation and temptation, so that the audience can resonate, and some listen to a hundred times and do not know what to express. As long as we pay attention to it, we can develop a lot of creative slogan design, and we can also find many advertisements failing. For example, a building materials company sponsors the Chinese football team, and the slogan design is a designated item for Chinese football players. This is something that is irrelevant. If the design of clothing, daily necessities, and health care products is OK, it is a little far-fetched if the building materials brand is designed like this. 4, the brand spokesperson or brand event guests choose to match the brand Now more and more brands are keen on celebrity endorsement marketing strategy. Celebrity endorsement activities can use the personal influence of the star to drive the brand's popularity, use the star's personal image to enhance the brand's reputation, and let consumers pass the brand concept and brand culture through the star. Celebrity endorsements also have a lot of risk, because you don't know when the stars will have negative news. In the choice of stars, you should not consider the price too much. It is important to consider the matching degree between the star and the brand, and often the company considers the cost when choosing the star. If the company does not have the scale and platform of celebrity endorsements, it is better not to use celebrity endorsements, nor to find stars that do not match the brand positioning. Shanghai bathroom exhibition dry lulu is really a fire, half-P jumpsuit has attracted a lot of eyeballs. If she uses her brand endorsement, I really don't know what kind of brand culture to pass. After all, this image can't be big. Yazhitang can only be used as an entertainment. 5, the brand propaganda portfolio strategy should be consistent with the goal China is basically advertising to stimulate consumption, how much advertising investment, how high your visibility. Foreign friends joked that it is not important to do business in China. It is important that the advertisements are done well. Although it is a joke, it is enough to explain the current situation in China. Why Chinese enterprises will have problems such as poison capsules and melamine milk. This has a lot to do with the starting point of Chinese people's career. China is a market environment with interests first, and many foreign entrepreneurs first consider social responsibility, followed by social responsibility. It is an interest. This is not to say that Chinese entrepreneurs have no conscience, but the environment has caused this phenomenon. The lack of government legal system has created such a market environment. At the same time, it is something produced in China. Why is it not a problem when it is sold to Hong Kong? Because Hong Kong's standards are stricter than domestic ones, Hong Kong's punishment mechanism is severe. What kind of strategy should enterprises choose, which has a great relationship with the scale and development stage of the enterprise, and also has a certain relationship with the market environment. The target or performance source of the enterprise is different, the media composition should also be different, and your performance will grow. Where is the point, you should lean towards the media of the target audience, and must not engage in empiricism or acquaintance, so that the brand propaganda is inconsistent with the goal. The inconsistency between the two, in addition to wasting propaganda resources, can not promote the improvement of performance, This caused conflicts between the business department and the publicity department. 6. The evaluation of brand propaganda investment should be scientific. Nowadays, a large part of advertising investment by Chinese enterprises is an invalid investment. The reason for ineffective publicity is that it is difficult for enterprises to evaluate the effectiveness of advertising, and there is no specific analysis on the form of advertising. It is accustomed to advertising, and does not combine the development strategy and stage of the enterprise. Every year, the business conditions of the company are different, and the advertising should be different. The executives of the advertisements are mostly not the top of the company. The strategic understanding of the company is not comprehensive, but only based on budget and previous experience and advertising resources. The delivery ultimately resulted in the non-correspondence between advertising and strategy, and the advertising effect declined. 7, brand propaganda is very important corporate advertising is mostly done by the marketing department, most companies do not have advertising commissioners, all the delivery is basically determined by the marketing manager and the sales boss, the advertising effect in the end, no People go to track, and no one has made phase adjustments to the delivery process. When the advertisement is done for a long time, it will cause visual fatigue, which will also reduce the effect of the advertisement. A company's publicity investment is about 3% of sales, and a 300 million corporate advertising investment is nearly 10 million. If the advertising investment management is not good, it will cause at least 10%, that is, 1 million invalid investment, 1 million can fully raise 20 people in the marketing department, so don't let your advertising resources go down for a little money.
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