Xue Xu resumes: 1986, graduated from Peking University, Department of Economics and management, then staying in school work is a Chinese famous brand strategy and marketing experts. The current Chinese market learn marketing expert Committee, and Secretary General, Wei, strategy and marketing courses conducted by Professor, Peking University, researcher at the Institute of international economy, Economic Research Institute of Beijing Olympic Games.
Forward-looking perspective:
In China, some brand growth and other brand failed co-exist, this behavior occurs because the previous class brand growth behind the brand theory is correct, then a kind of brand strategy for the application in practice of brand theory is not correct, its essence is "false" brand strategy, or "fake brand strategy".
The so-called "fake brand traps" Chinese enterprises do not understand what is a brand, what is a brand strategy, how to build brand, the implementation of brand strategy. Blind spot in the presence of the brand awareness of context, is part of the brand will fall into the trap of brands, enterprises not only fail to make use of the brand strategy for development, on the contrary, might result in a massive decline in sales.
Last year's 2007 annual report 1-6 and a half months, mengniu 100.212 billion leading Erie (93.54 billion) nearly $ 700 million of superiority, mengniu become China's first brand of dairy industry. This is the second in 2004, was set up only 5 years, with $ 3 million which had 50 years of mengniu beyond history, holding more than 2 billion capital of bright, sit on China's dairy industry in the second place after 3 years once again achieved a breakthrough.
It is worth noting that the breakthrough is that Polignac agency in 2005, and 2008 Olympic Games, Olympic star Liu Xiang engaged, to launch the spectacular Olympic marketing background, achieved a major breakthrough. This goes beyond remind all brand enterprise in China, more advertising and marketing investment, even the Olympic marketing exist cannot bring enterprise sales growth of crisis issues.
A similar phenomenon, there are many, from a macro analysis, prove that the Chinese brand thinking problems in there are the following two: first, China's lack of economic output with China's global brand symmetric; second, some brand growth and other branding failure is. This even includes many powerful foreign brands in China also has won.
These realities cannot but let's think about why they introduced the brand strategy, but it will have a different brand? our conclusion is very simple, in China the enterprise brand practice, there are two brand theory. One is the wrong brand theory, its essence is "false" or brand of strategic thinking is "fake brand strategy", will cause the enterprise into the trap of "fake brand." In this way, under the guidance of the enterprise even if the implementation of brand strategy, will be subjected to fail. The other is correct, skip to enterprise development, brand strategy, even if it took very little money to promote brands, can achieve breakthrough and development.
At present, China's social mainstream brand theory also exist some obvious flaws, is the enterprise need extra attention. 2006 oudian floor example shows popularity not product the root cause of hot, must start from the interests of consumers, it will be possible to the question "what is the real brand"; the second point, the traditional theory cannot convincingly explain the phenomenon of premium brands. Audi A6 and Passat used the same site, the cost is only about 20 million, but an Audi A6 sales prices can reach approximately 50 million, much higher than the Passat; Thirdly, there is no description of the corporate brand strategy is the Enterprise Centre strategy. From abroad, in 1980, when sales were $ 285 million for IBM, in the same year, Microsoft only 16 individuals and millions of dollars in sales, but that year, Bill · Gates first hired a full-time management staff, 10 years later, Microsoft brand strategy beyond IBM, this is the brand strategy and the integration of enterprise development strategies, it is estimated to Microsoft brought the value of 6000 million. Finally, it did not explain why weak brand also rise.
For Chinese enterprises to use limited resources to complete the brand beyond the most basic foundation is to find out what is the correct brand strategy, there is no such a premise, then more input, and is unable to reach the company's progress and brand development. Bright and IBM, is instructive.
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