工业企业品牌传播徐工机械吃螃蟹（Industrial enterprise brand communication XCMG machinery eating crabs）.docVIP

工业企业品牌传播徐工机械吃螃蟹（Industrial enterprise brand communication XCMG machinery eating crabs） Industrial enterprise brand communication: XCMG machinery eating crabs Industrial enterprises to contact with customers usually have three: the company, products and services or social contact, according to different contact points, brand communication of industrial enterprises can be divided into three kinds: the corresponding company communication, marketing communication and dialogue and communication. Companies are most widely disseminated, upstream suppliers and downstream distributors naturally indispensable, government agencies, finance, industry and other broad interests associated with the brand is also an important object of influence. Marketing communication is closely related to the strategic objectives of marketing, which usually sets a ratio between the budget and target sales. While dialogue communication focuses on the interaction between people, and it needs to be noted that besides the direct communication between the marketing team and the customers, the communication within the company is also very important. The contents of company communication, marketing communication and dialogue communication are shown in the following picture. Among these, the internal transmission is heavy Fold three times, means that the brands internal cohesion and external appeal is the same strain. Corporate advertising, direct marketing and public relations overlap two times, all of which are important ways of brand communication in industrial enterprises. Three modes of transmission is widely used in international industrial enterprises, but also derived from the combination of more changes, the media is also a great variety, its complexity is no less than the brand consumer goods company. However, for domestic industrial enterprises, the mainstream media mainly focus on targeted professional media, and the content of communication is mainly locked in single product sales. Focus on