Achievement branding relying on refinement or generalization-.docVIP

 PAGE \* MERGEFORMAT 8 Achievement branding relying on refinement or generalization? Refinement is to market the product market segments, emphasizing market orientation, so that the target population focus and concentration, so that more targeted marketing. The generalization is just the opposite, is the infinite expansion of the target population for a certain kind of product appeal, but the attempt to take the side of all the crowd a clean sweep. Cosmetics to nearly today, the market should be how to get the road in the end? Refinement or generalization, I believe a lot of people can not immediately make conclusion, that we may come to analyze the pros and cons of each to see how to get in the end should be. As early as 10 years ago, the domestic cosmetics early stage of development, products and brands far as it is today so many of all ages, the use of a brand product with a widespread presence, after which the brand and products as the market and constantly enrich and strengthen the concept of people’s nursing, male and female products began to stagger, young and old brands to differentiate, the market had a change of the mixed state, there has been patchwork of product structure, market segmentation also starts here. Children began to appear brands, boys and girls brands, men’s brand, and so diverse, Ms. brands market segmentation. In recent years, the market segmentation significantly getting worse, with the national economy and raising the level of consumer expertise to further strengthen the concept of Xihu, many brands are shifting their attention to the demands for refined features. Xihu products, get rid of dandruff, nourish, repair, anti-hair off and so functional for the series one after another out of the field of cosmetics, from cleanser to the Cleansing Oil, from baby products to older products, from men to the President, not an adequate one. For many large corporations, its brand is endless, in order to avoid duplication and competition, so