基于价值需求的品牌战略（Brand strategy based on value demand）.docVIP

基于价值需求的品牌战略（Brand strategy based on value demand） Brand strategy based on value demand Yong Zhi Wu Today, we deeply realize that has undergone profound changes in the market situation, consumers are more rational, more serious homogenization of the product, the market competition has gone beyond a single product competition stage, imitate any meaningful product innovation in a short period of time will be the competition, the competition will only get the level of innovation a short period of time and the advantages of longer stay in the homogenization of competition is in a state of competition, how to obtain long-term competitive advantage in the homogenization of the state in the competition and win in the competition, brand creation is becoming an important means of competitive advantage, has become an important strategic weapon to win the competition, core value this weapon is the core of the brand. Domestic enterprises, consulting circles and advertising circles are also brand names. However, the understanding of the brand gap makes it difficult for domestic enterprises to compete effectively with international enterprises in brand operation. Before the foreign enterprises to enter the domestic market, most of the domestic consumers do not know the existence of this brand, but they are entering the local market, often in the moment will be able to build strong relationship with consumers, consolidate the market position, its effective weapon is a mature brand of psyche. Domestic enterprises to establish brand competition in advertising, capital scale, speculation low level, not the core value of the brand is the core value of the brand is fuzzy, public perception of the brand connotation is not clear, unable to establish a lasting impression on the consumer brand or the brand impression is shallow, advertising stopped. Instant sales decline, only brand awareness and no brand loyalty, Chinese enterprises are faced with the problem of methodology in brand planni