腹地地竞争下的品牌管理（Brand management under the competition of hinterland）.docVIP

腹地地竞争下的品牌管理（Brand management under the competition of hinterland） The brand emerges from the surface competition gradually for the real sale competition; and most domestic enterprises short-sighted behavior in brand management is the concrete embodiment of the real value and strength of the brand that Chinese enterprises do not recognize. With the three years will further expand investment, enter the China second tier city, speed up the joint venture acquisition, set up branch, the construction of second factory and other words continue to emerge, Chinese and foreign brands enter the market on the second tier brand management clear short-sighted. In Beijing, the Oriental Plaza Apple computer store, you will feel a kind of indifferent service brand image, with some big brands in stores respectfully attitude and make you feel completely different, and the Oriental Plaza brand stores such as the atmosphere is not consistent. Is this an apple computer store? Due to lack of communication, customers want a name card to facilitate contact, service personnel as thieves, not is not found, is not easy to find a is not his name card, another staff member is the narcissism like listening to music, had forgotten the selling computer. This is only the most common market consumption situation, has not yet deliberately investigated the feelings, but also an international brand brand sales outlets. A brand to brand image, and they choose the dealer kick put their painstaking efforts of the image playing pieces. Big brands only pays great attention to high-end brand building, and do not pay attention to the low-end choice of dealers, sales staff training and selection of special dealers, no contact with the consumer of the details of the control, it is a good brand, will be in the terminal damaged by these details. In the operation and management of enterprises, the development and the creation of enterprises attach great importance to the brand, and in the process of brand managemen