柒牌错位的品牌喧嚣（Qipai brand noisy dislocation）.doc

柒牌错位的品牌喧嚣（Qipai brand noisy dislocation） Objectively speaking, the past Qipai is more dependent on the development of courage and diligence, first mover advantage, and adhere to the professional dedication. But the future depends on whether Qipai, what? What can you rely on? Moreover, Qipai survival and development environment has undergone tremendous changes, the former had made progress Qipai and growth of a single point of breakthrough ideas, thinking, cultural marketing, sports marketing and advertising in the future development will no longer continue Qipai useful and effective. From this Qipai this several years of stagnation, the input-output imbalance can be effectively verified. So what Qipai face what kind of problem? How can we continue to push forward in the next step and in the future? First, the strategy is not clear and the route is wandering. Qipai think that marketing is a war, the establishment of strategic objective is to ensure that the war made a fundamental victory. Qipai has occupied a very favorable terrain, now need to do is to this position up to the strategic fortress position, otherwise, can only move forward in disorderly fashion circles, the general offensive on the hill. This should be the future rather than Qipai, culture, not advertising, nor sports. Only a clear strategy, after solving the Qipai really want to be a what kind of enterprise and the realization of the goal line, will break the current situation around seven. Only in this way, will Qipai like Anta, Smith Barney, Lining, and the competition for the same trends and global. Two, positioning unknown and category does not adhere to. The so-called brand, must be derived from the differentiation of the category, especially the leader brand. A brand in order to achieve long-term success, is not your advertising done how creative, but in the original category can differentiate to form a new category, and can obtain news support and consumer spending. For example, Starbucks basic