Do not let the "spike" into "brand killer".

<P> So-called "spike" refers to the network released a number of businesses well below the normal price of goods, all buyers snapped up at the same time a way of selling online. ."Spike" the price of goods, mostly influenced by the consumer or the consumer dream of mass products, such as luxury cars, rent and so on. .General in order to stimulate sales, driven by selling products other products; or to allow new products to market as quickly as possible the use of "spike." .</ P> <P> In fact, the "spike" before there. .Last year, the "Taobao" was launched to celebrate the 6th Anniversary of the "one dollar spike" activity, and when the event before the start of filming for a dollar spike of these goods is transferred, but also strange that there are several Internet users Internet users can even .seconds, the same score at the same time also photographed with a dollar spike all commodities. .Taobao is the authenticity of the spike activities of the majority of screen name question. .After a dollar "spike" mobile phone, to a dollar spike BMW, and then to a dollar spike house. ."Spike" the vigorous, intensified. .</ P> <P> and Kentucky Fried Chicken "spike" is to "spike" carried forward and direct "spike" the IQ of Chinese consumers, making the promotion of social groups into the development of events, the size of the media have focused reports, .KFC's brand image was also affected. .</ P> <P> Although the "spike" activity in addition to credit risk, there is the cost of risk, but can not stop the enthusiasm of businesses. .One from the business perspective, the use of "spike" activity can bring a lot of popularity, play the best promotion effect; second is from the consumer to talk about, because the price is lower than normal price, so rob the .many people, there is a market demand. .Time-tested business, customers constantly sought after, one to be popular, one to benefit, the natural matter of course. .</ P> <P> course, if only to "spike" activity as a business promotional activities to get something to do so is limited, because this behavior may promote the credibility of overdraft or value of the brand. .Promotional strategies should be conducted under the unified brand: First, consistent with the brand positioning; the second is consistent with the target consumer's needs; three accumulated assets to take advantage of the brand to help the potential for activities, such as the use of the brand image of a specific carrier. .In this case, the "spike" activity to areas beyond the promotion, but the brand lift or to communicate with consumers a valuable and meaningful public relations activities. .Such a "spike" can be a long before sustainable. .</ P> <P> That is not to "spike" as a promotion to do, but to do as a public relations campaign is a long-term. .Also have to prevent the occurrence of mass incidents, for which details of the activities and processes must be open, transparent, or only a few people got his wish, and offended the majority, is worth the candle. .</ P> <P> In addition, the "spike" aims to do the appropriate preparation: If you want some specials to attract customers as a promotion, to the appropriate product portfolio, extending more buying opportunities; if .In order to introduce new products, they have in the channel, the terminal fully prepared to promote sales. .</ P> <P> "spike" the era of network promotions, but also most likely to become a "killer brand", we must uphold the integrity and capabilities and cost leader in the general principles, otherwise the overdraft is not only the brand equity ., and consumers trust. .</ P> <P> Author: Mu Feng, marketing planners, 07 "brand China Gold Spectrum Awards - the annual 100 best branding expert," one of the brand, deputy director of China Development Research Center, Beijing won the Road Advisor .agency brand strategy consultant, brand consultant interoperability Technology Group, the financial media writer for more than 50 or columnist, Dan has served posture Japan, Pride of cigarettes, the State Environmental Protection Administration, temperature TRS textile, Yishou Garden Bee ., Guanghua Pharmaceutical Huntoon, Qingdao Beer, Double Star and other customers, committed to the digital brand marketing, new media and traditional marketing plan of the depth of integration and docking of marketing strategy, brand strategy planning, public relations and event planning, Internet marketing has many years of practical integrated .experience and the experience. .Tel: 15001104539 QQ: 1419955234 E-mail: zhengheyuyingxiao@163.com </ P> </ p>.