终端品牌化建设,如何实效地展开（The terminal brand building, how effective）.doc

终端品牌化建设,如何实效地展开（The terminal brand building, how effective） The terminal brand building, how effective? Network marketing communication, China 2005-09-02, author: Shen Haizhong, access number: 1598 Catalog Page first Page second With the increasingly fierce market competition, more and more new marketing methods have been applied to the market to the enterprise, such as brand building, brand communication etc.. However, many enterprises in the brand of this product is the use of marketing tools, people often will be some effect, this is one of the means of marketing to split, the enterprise money out, the staff effort also make out, while sales did not have much improvement. Such as brand building and brand communication mentioned above, many enterprises human of brand construction is designated as construction of brand identity, brand connotation, brand personality, brand image, brand core value of brand foundation, the brand communication is designated as on television, newspapers, magazines, Internet, radio, car as the advertising carrier. In addition, such as terminals, public relations etc. no longer belongs to the construction or brand communication brand category. This is obviously a wrong understanding. So many companies also ate a lot of losses, also suffered only to their belly swallowed - obviously, when we face this phenomenon to the terminal, such as brand building. The horse owners misery Ma is the Pearl River Delta, a private enterprise boss, was also a separatist using the brand construction, brand communication and marketing means hurt most one tragic. Things like this: a boss in the middle of 1990s in the South China Sea opened a sanitary ware company, from the beginning of the annual sales of hundreds of thousands of yuan, gradually do the annual sales of millions of dollars and tens of millions of dollars, by the end of 2003, the companys annual sales exceeded billion yuan, the company has reached a certain the scale in the factory building, offi