Find a unique brand positioning.docVIP

 PAGE \* MERGEFORMAT 6 Find a unique brand positioning In order to meet the challenge of Chinese enterprises, in addition to constantly looking for breakthroughs in self-innovation capability, but also with multinational companies to explore in a direct contest of strength and forging their own advantage. But we have to admit that there are many Chinese enterprises is still weak in marketing, brand building, risk management, and there are many errors. To solve these problems, journalists, senior director of McKinsey amp;amp; Company, Beijing Branch, general manager of Pan Wang Bo TonyPerkins) had an exclusive interview, Mr.. In the interview, he was right many of the problems faced by Chinese enterprises conducted in-depth analysis, and trying to whom to open a ‘recipe’. Pan Wang Bo is a McKinsey amp;amp; Company consulting business in Asia high-tech industry leaders. He joined McKinsey in 1988, the Dallas branch, in 1995 transferred to Beijing, in the Greater China region to live and work more than eight years. Marketing Mistakes Q: How can we improve core competitiveness? For example, a lot of today’s domestic handset makers have already begun and the world-renowned brands Bipin market, but still in the market share of multinational giants, compared with those who can not. How do they get more market share? A: In an unprecedented environment of fierce market competition, Chinese enterprises to be successful, must develop ‘Five capacity’, namely: improving the financial, improve operations, improve marketing, improve the strategy and improve the leadership capacity. Different companies in different industries according to one’s own position, there will be the focus of their own development, that is impossible that all the modes are the same. To telecommunications equipment maker Datang and Huawei, for example, the development of their respective areas of focus are not the same as the starting point is different, their strategies are certainly different an