imitation of brand marketing and innovation（模仿的品牌营销和创新）.docVIP

Imitation of brand marketing and innovation Millet to sell crazy? At 12:50 on the January 11th 2012 to January 12 at 23:00, the third round of the supply of 500,000 the millet phone (microblogging), all sold out, coupled with previously purchased through pre-scheduled and two open cumulative sales of 500,000 units, millet phone four months of the total sales volume reached 100 million units. If this figure is indeed the case, millet phone is a miracle in the history of Chinese marketing: have an explicit proposal to challenge Apple’s mobile phone Legend Music Phone , listed for up to one year did not reach the intended millions of mobile phone sales. Although this figure many experts, consumers questioned the future development of millet phone remains to be seen, there is no doubt, the millet phone brand and marketing good, millet phone is also alleged to imitate Apple channels of policy: direct marketing to build sales channels. Prior to this, most of the domestic mobile phone manufacturers did not take Apple’s channel system model, therefore, leads to the topic of “millet practice what is the game or self-defeating”. Imitation and Innovation, has been the eternal topic of business. So, on the branding and marketing, what branding and marketing elements are often imitate? Imitate the innovation of the brand and marketing elements which can bring advantages? Follow-up should be based on what factors combination of innovation? in the cut and thrust of competition and competitors how the game? The mall is always the winner-takes, whether it is an imitation or innovation, but the means, the result is the most important. Therefore, we should focus on the successful elements of imitation and innovation “, especially in the areas of brand and marketing level. Focus on consumption rather than competition China has entered the consumer age. China’s consumption as a share of GDP is too low has been a tangle of heart disease by scholars. A typical develope