The 21st century competition several notable features: such as the "information age" by dissemination channels "explosion"; globalization brings a lot of new competitors; manufacturing of the products developed by imitation, copy to a sharp increase in extent (in General, any one of the best new product in one year was copying or imitation); market competition in the speed of the train speed different industry leading brand of urgent pressure, etc.
In the new century, how to guide customers to the company's products and brand and competitors, and how to distinguish offers a faster, more efficient product information transmission system, and so on, are forcing enterprises (especially the local enterprise) in brand management, had to consider how to best effort to create a new marketing and new financing or new expansion mode. Or, one of marketing technology, brand operation more reasonable, who can be successful.
On the 21st-century brand operation also showed the following five major trends.
First, the brand's "new era" of monopoly
Consumers get information channel number (for example via the Internet to get more and better information), as well as market competition continues to increase, although the traditional main brand and attractive still exists, however, with the follow-up and the newly added other brands (including many personalities of small brands) are emerging, thus increasing the market share of segmentation, market leading brand makes sense, too. At the same time, some of the industry's major brands are leading brands and follow up the brand of two-way extrusion, also had to take new measures to protect the market.
While these two manifestations, globalization, increasingly reflected in brand mergers and acquisitions, brand Alliance, has almost become an enterprise scale, increased strength, an important means of improving efficiency. Also heralds the era of the "brand new monopoly."
About brand mergers and acquisitions, we are familiar with the Boeing merger with McDonnell Douglas, IBM, DELL and other rivals, Hewlett-Packard and Compaq merger, etc.
While developed countries have antitrust laws, as well as China's anti-monopoly law soon, but the new monopoly era continues to be a trend. For example, in the strict anti-trust law, its famous United States telecommunication industry in 2005 merger surges heats up, start to play monopoly. In fact, since 2004, in response to more emerging telecom carriers will soon join the market competition, the United States Telecom scenes merger "Opera" is already well underway, such as Cingular Wireless acquisitions AT & T wireless, becoming the largest wireless carriers. In May 2005, Verizon to 85 billion acquisition of MCI prices, which results in the same year the fuse is 1 month Southwest Bell flower 160 billion US dollars to purchase a USA. So, in the United States telecom industry has formed a new form of monopoly Tycoon-Verizon and Southwestern Bell.
Another example, the United States stores due to Wal-Mart discount stores, headed by brand stores and so multi-faceted market squeeze, and ultimately forced the United States two large department stores and general merchandise (Federated) and the may department stores (May) have finally come together.
About brand Alliance, which is the common development of the concept of brand of strategic partnership. We know there is Sony Ericsson's Union with, among others.
For local businesses, "brand new monopoly era" of the main characteristics of reflected in the "technical monopoly monopoly" and "capital" and "trademark of the three levels of monopoly".
The monopoly of "technology" that is, critical technology and fully grasp in foreign hands, such as the automobile and related parts of the key technologies in the United States, Germany, Japan, France, and other joint venture partner, is also China's DVD business each year, billions of royalty, etc. The monopoly of the "capital" is the local brand experiencing in recent years the new challenges, such as common stock purchase Shanghai automotive industry, AB's acquisition of Harbin. The "monopoly" of the foreign trademark and local joint venture, chilled local well-known trademarks, such as the United States and Canada in the merger with TNCs.
Second, customer loyalty to the worship of "brand" of evolution
As the customer shall be entitled to select a range of brands, as well as to further increase the price wars, and other factors, comparable in quality, customers often abandon a brand to another brand. Some brands spend large sums of money for a short-term promotions, but such promotions tend to attract more customers the "queue", but does not help to expand the more loyal customers. A growing number of brands in the how to ensure that consumers ' loyalty does not move, already feel increasingly hard.
Although for most brand, customer loyalty while reducing, however, a number of major brands still remains its strong customer maintain ties. For example, we know the famous international brand Haagen-Dazs ice cream, though prices have been very expensive, but from its entry into the Chinese market until now, with its authentic and romantic, and other characteristics, still hold the highest in the minds of consumers, local ice cream brand after more than ten years of development and catch up, still difficult to shake. Similar brands still have a lot, I called customer loyalty to the worship of "brand" of evolution.
The so-called brand worship, is built on consumers as their own the brand of certain privileges (right of speech, the proposed right, etc.) on the basis of the faithful on brand like religious adherents of relationships, and who wish to distinguish between different brand of consumer group, for his love brand and established themselves a set of clear and strict value system. This group of believers (consumer) will be the brand offers a range of needs, including physical, mental, personality, self referral to other consumers, while also establishing brand enthusiasts website, actively participate in the various activities organized by brand, as well as your own is a brand of follow
To be proud of.Brand worship is a specific form of ideological viewpoint, consumer attitudes, Outlook on life. Brand worship through products, image and personality, cultural aspects of the integration of mental offensive launched without a single break-through.
Brand model had to mention the worship of Harley-Davidson motorcycles and Ford cars.
Halle · Davidson with hundred-year history of the motorcycle brand value now reached 71 million, from its sponsorship of consumer organizations – the "Harley owners Club" existing 88.6 million members. At Halley's brand on the occasion of the 100-year-old birthday, as many as 25 000 community members gathered in Halle base Milwaukee total assists event. While Harley motorcycle sales half came from these old customers replace the new car. There are a total of Ford cars and 007 movie written by myth, the worship of the brand relationship, also became one of the classics.
Of course, the brand worship and we know most of the brand lives on a large number of advertisements, publicity established so-called loyalty, such loyalty I would rather call it "consumption superstition", with a very strong "follow" nature, for example, we often choose to drink Coca Cola or Pepsi-Cola, and so on, but does not necessarily agree with two Le preached culture.
But in the Chinese market brand race, I think that consumers most brand loyalty yet formed, therefore, promote the brand of any efforts, most likely from the competition, and constantly attract the successive generations of Chinese consumers.
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