市场份额制胜之道（The road to winning market share）.docVIP

市场份额制胜之道（The road to winning market share） The material and spiritual aspects of the brand help connect it to the heart of the consumer. This connection is achieved through interaction between a wide variety of consumers and brands, resulting in brand experience. Increase market share is one of the main objectives of marketing personnel in the consumer goods industry, but this is not an easy task, especially in the FMCG market increasingly fierce competition, the rapid development of digital marketing and consumer is more mature today (consumers now have more tools to search and share brand information, more channels to choose brand). In order to increase market share, marketers must first identify category drivers. The challenge they face is how to accurately find the key factors that really drive consumer choice to assess whether a brand should be based on its functional attributes, emotional attributes, or the combination of the two Based on the identified drivers of selection, the next step is that marketers usually use a model to determine market strategies to achieve the best market share. The frustration that marketers usually face at this stage is that many models do not reflect the real changes in the market. The market changes predicted by the model are usually exaggerated, and marketers can only use the results to make a directional grasp. Recognize the brand research, design limitations, Ipsos consumer goods research department embarked on a large-scale multinational research and development projects, in order to find a better way to understand the link between consumers and brands. Our goal is to establish a basis for more comprehensive consumer centred brand research. Through research, we come up with a new research model that measures which brand factors drive consumer choice, and also provides more accurate ways to optimize brand share through market simulation. The inadequacy of current brand research There are a lot of alternative brand models on t