大企業(yè)是這樣步入品牌誤區(qū)的

1、大企業(yè)是這樣步入品牌誤區(qū)的The advanced marketing theory is not omnipotent. If we ignore the complexity of the Chinese market and the subtle consumer psychology of the people, we will enter the brand positioning misunderstanding, and then the powerful enterprises may suffer a crushing defeat in the market.2005, 0

2、3, 27, due to the backlog of products, performance has been unable to upgrade, Japans Toshiba mobile phone announced its withdrawal from the Chinese market, the news caused Chinas mobile phone market is highly concerned about.Japan Toshiba in the Chinese market first introduced low-temperature polyc

3、rystalline silicon mobile phone screen, the first equipped with CCD camera lens, the first video capture function of the mobile phone. However, the complex and competitive China mobile phone market, Toshiba mobile phone in the market first mover and did not account for how much the first advantage,

4、grasp of the market situation is not the opposite, sales network is not perfect, the market failure and other reasons, even if it is to master the advanced 3G technology of Toshiba mobile phone, mobile phone is still struggling in the China market, its high quality and high price of the mobile phone

5、 not only failed to bring in huge profits, but rather a stumbling block to the development and ultimately had to be out of the market.In the final analysis, Toshibas defeat is the failure of brand positioning.The failure of brand positioning is the result of the enterprises failure to judge the mark

6、et situation. This kind of mistake comes from the wrong habitual thinking of the enterprise, or is caused by the lack of the market development and the consumers psychological grasp. Brand positioning is not the failure of the enterprise into the misunderstanding of patent, even Toshiba, China Unico

7、m, China Mobile China etc. the success of large enterprises will enter sometimes the same brand positioning errors of Unicoms CDMA, mobile public card is the obvious example.Unicom CDMA: misplaced brand positioningIn February 2005, China Unicom launched a large-scale CDMA mobile phone collective pro

8、curement action, ordered about two million CDMA mobile phone to ZTE, Hisense, HTC, KYOCERA and other mobile phone manufacturers, compared with the previous difference is all Unicom the procurement of low-end mobile phone CDMA. And Unicom launched earlier dazzle machine is basically low-end CDMA mobi

9、le phone products. These two actions to some extent indicate that China Unicom has adjusted for the CDMA network positioning, from the high-end market to compete for low-end market.Since its introduction of CDMA in 2002, China Unicom has been aware of the previous mistakes in CDMA brand positioning

10、and used various marketing strategies to reverse the early positioning of CDMA.As the successor of China Mobile communications market, China Unicom and China Mobile in the GSM market to fight hard often lost under the condition of the launch of the CDMA has placed high expectations - the initial pos

11、itioning of the CDMA Unicom is in the high-end crowd, hopes to snatch the high-end market, to achieve a strategic breakthrough.Whether it is from the strategic positioning, or competition breakthrough point of view, the development of China Unicom conception of CDMA is good, but the reality is that

12、China Unicom headache: targeting high-end products did not attract many high-end users. In order to attract more users, China Unicom had to frequently use promotional strategies, although the number of users up, but CDMAs brand image has been greatly damaged, while ARPU (average user income) has bee

13、n declining, CDMA not only help China Unicom to achieve a strategic breakthrough, but became an expensive operating cost, total profit value is not high the chicken ribs.Although the reasons for CDMA marketing difficulties are various, there are two main reasons for it from the perspective of brand

14、positioning:I. the dislocation between brand positioning and brand appealGreen environmental protection, high rate of connection, not easy to drop out is the main theme of CDMA propaganda and promotion. In Unicom seems, these three factors both cover the technical characteristics of CDMA, but also h

15、igh-end customers focus on communication tools.From the point of view of product differentiation, CDMAs green card appeal is correct, because the mobile phone radiation is very concerned about the topic of customer. But the other two demands of CDMA - the high rate of access and the difficulty of dr

16、opping it - are wrong. Unicoms network coverage is still a long way from moving,The CDMA signal is certainly not compared with mobile GSM, such propaganda is tantamount to suicide. Facts have proved that, after the introduction of CDMA, due to network defects caused by the users of the regular drop,

17、 connect and impassability, through and impeded, smooth, and the quality of the call soon caused a lot of complaints.For high-end consumers, product quality assurance is necessary, but it is not only so, technology advantage is not eternal, CDMA should appeal to build brand image, brand new connotat

18、ion to open high-end difference and mobile GSM, the sentiment and the connotation and the image point of view to position myself in order to attract high-end users favor.Two, brand positioning and marketing dislocationThe low market share and the small number of customers have long been a pain in Ch

19、ina unicom. As competitors in the oligopoly market, China Unicom faces only direct competitors, so it can occupy more than 1% of the market share, and it also determines that competitors will lose 1% of the market share.So, when the CDMA was launched, in order to increase the market share rapidly, C

20、hina Unicom has taken a prepaid mobile phone, send large customer groups and consumer and mobile phone manufacturers joint promotion and other promotional measures, although the promotion tactics in the short term can raise CDMA market share, but also frequent promotions damaged CDMA high-end brand

21、image. In addition, the actual cost free market coverage strategy, so that Unicom ignored the development of value-added services, but also makes CDMA attractive to high-end customers decline.In the market promotion, China Unicom has been hoping to borrow China to play in the east wind of the world

22、cup, CDMA and football, Korea, so as to quickly open the market. To this end, China Unicom for CDMA implementation of many of the marketing is around the concept of football to speculation, such as World Cup during the popular players - Unicom CDMA and so on. However, everyone knows, the proportion

23、of fans in high-end users is far lower than the proportion of low-end users of fans. CDMA this marketing approach can not effectively impress high-end consumers, and in establishing the psychological resonance with high-end consumers, its influence is minimal.Mobile mass card: Lost brand positioning

24、As a branch of China Mobile brand segmentation, Volkswagen is the fourth business brand launched by China Mobile following global communications, dynamic zone and China line. China Mobile early in the promotion of public card, using the Fisherman, cleaner and sewing and migrant workers social bottom

25、 characters, as a public card brand spokesperson to promote public card.For brand segmentation, other business brand customers to start the beginning of a public card is positioned by China Mobile brand positioning itself to the grassroots, global customers are distinguished, the pursuit of the targ

26、et population high service value, M-Zone is young, fashion is not much easyown calls the general public, because the three big brands have occupied the high and low group of customers, the new public card is very difficult to divide a significant difference with more than three brands of customers,

27、so in order not to snatch its other brand customers, the final public card is positioned as the lowest income, the lowest social status the grassroots - that is what we see in the advertisements in the street on a sewing machine , sun tanned fisherman, dressed in blue uniforms clean.From the point o

28、f view of mobile itself, the brand positioning of Volkswagen card is reasonable, because it can be separated from other business brands. But from the point of view of the market, the brand positioning of public card has obviously stepped into the misunderstanding.Misunderstanding 1: dislocation of t

29、he actual customer base and propaganda positioningSince the introduction of the market so far, the number of mobile card customers is still growing rapidly, but because of the PHS and China Unicoms sniper, the development of public card customers is facing more and more pressure.In reality, in the o

30、verall growth of the mass card customer base,There are more and more white-collar workers, the staff of government departments, local businessmen, including the original part of the global user figure - these customers fancy is the core advantage of public card: affordable, and do not care about the

31、 social attribute public card positioning is consistent with their identity, the brand positioning and customer feedback deviation phenomenon appeared.Of course, any kind of brand promotion are likely to emerge this mismatch (Marlboro) - Marlboro cigarettes, special promotional positioning first and

32、 also the women smoke, has been unable to open the market, and later changed into a tough American cowboy image to win the world.For the mass card, if the majority of its new customers are no longer their original positioning of the grassroots, then this shows that its original brand planning and po

33、sitioning problems. The most direct result of this kind of dislocation is the waste of advertising expenses, and it also affects the mass card to develop more target customers.Misunderstanding two: the failure of brand core value transfer and emotional communicationFrom the brand perspective, shapin

34、g China Mobiles three brand is very successful, global - noble value: high quality service; M-Zone - Fashion - independent special line; easyown: affordable, very careful in reckoning. More than three business brand positioning, both in the rich connotation and extension of scalability have certain

35、flexibility, but the public card is different, both in brand positioning or publicity, social class and the emphasis is its emphasis on the user identity, the orientation is not only unable to penetrate the heart caused by target customers resonance, but to stimulate some resentment.Compared to the

36、global, M-Zone and easyown, the core value of the public card is affordable, but we see the previous card about grassroots propaganda from the public will focus on mobile, mobile is not that affordable, but on the grassroots peoples celebratory, praise them and make contributions to society the cons

37、truction, and then leads to a public card is suitable for the use of their mobile brand identity.Not to mention that this association is the core value of the brand force, transfer and emotional communication questionable - from the angle of psychology, when a poor man wants to buy a mobile phone, h

38、e will seldom go to buy a special advertising claims for mobile phone is poor, because it is not only for his poor self determined identity, nor with his pursuit of rich feeling. In terms of price, performance and other external conditions quite, he is more likely to choose one in advertising lets h

39、im have the good feeling and good lenovo mobile phone, rather than to buy a special emphasis to the poor for mobile phone. This mental feeling applies equally to the choice of mobile tools.Brand emotional communication has a special charm that can bring together users of brands and become a so-calle

40、d ethnic group. Public card grassroots propaganda, very obvious to the public card to create such a group - the income is not high, the bottom of society the people together, they have the same customs and language, they communicate with each other using a public card. But in reality, the grassroots

41、 movement propaganda - many people dont use mobile communication tools, even the use of words, most people preferred is not need to pay a monthly fee of easyown, rather than to pay tens of yuan monthly public card.A mobile communication tool is relatively affordable, often need to answer the phone,

42、although the public card charge a monthly but one-way fare is affordable; but very rarely call, only occasionally use mobile phone contacts, easyown is undoubtedly more affordable brand. And mass card propaganda aimed at the grassroots, more belong to the latter.Emotional communication public card e

43、ncounter cold face reality.Misunderstanding three: brand image building and brand connotation promotion barrierThe positioning of social attributes of any brand,Pursuing its accuracy is also the most accurate description of the social characteristics and cultural characteristics of most of the targe

44、t customers, so as to form emotional communication with customers. In addition, the definition of social attributes of the brand must also have a certain flexibility, when market competition conditions change, the brand products for the pursuit of greater market power, can allow category of the soci

45、al attributes of brand, to carry out various forms of interpretation and extension, to win more customers.In the mobile communication market competition, as well as in the case of competitors advancing step by step, any one of the mobile business brand will not easily put their fixed label, especial

46、ly fixed itself in poor extension of low-end brands, strategic flexibility is the most effective means to cope with any changes in the competition.From the perspective of brand extension, as a public card start positioning at the grassroots level using the low-level business brand, which not only for the brand connotation, the image of the serious limitations of senior brand extends downward to lower an easy job to do, the brand growth is almost impossible.At the same time, this kin