Local enterprises brand strategy planning avoid copying positioning theory.docVIP

 PAGE \* MERGEFORMAT 5 Local enterprises brand strategy planning avoid copying positioning theory Some people might ask, planning, brand strategy, why do you want to highlight China’s national conditions? “A ‘bear’s paw, B arsenic”, because there is a big difference in the product development history, brand maturity, financial, domestic corporate brand strategy, marketing strategy will certainly be with foreign enterprises have very different now there is a little good atmosphere, everything described themselves as Procter amp; Gamble, GE, IBM. In fact, many of the practices of the foreigners it is not suited to the Chinese market environment, such as Siemens, Bosch water heater 95% focus on scientific research, production and quality management, advertising, marketing hard enough results to enter the Chinese market years, the performance is very unsatisfactory. Siemens might think Bosch in China as well known in Germany, so less investment and advertising In fact, in Germany, Bosch everyone know you, but in China, you are still a very shallow brand. in I am recognized national recognition far we imagine as high, even Coca-Cola in one, two, three market visibility is only 78%, or prompt investigators visibility, not prompt even lower profile. the data provided by the research company, many illiterate, many people do not contact the media to four markets and rural areas would be lower, and this is not surprising, Zhang Yimou shoot a film called lt;lt; One Less gt;gt; inside the actor is to participate in the film was fortunate enough to first drink cola. situation of China are generally poorer mass media penetration in urban and rural residents access to reading material and electronic media proportions are very low end of 2006, China’s rural TV penetration is only 68%, which is our national conditions and the market environment facing this national conditions decide our brand strategy with many international brands, mature brand strategy The big difference