Insufficient emphasis on strategic planning
In the process of brand marketing, most of the enterprises pay great attention to tactics, such as propaganda picture books, product picture books, price stickers, display shelves, image walls, exhibition halls of terminal images, etc., while ignoring the importance of strategy. What is brand strategy?
The essence of brand strategy is to shape the core expertise of enterprises, so as to ensure the long-term development of enterprises. Brand strategy includes brand decision-making, brand model selection, brand identification definition, brand extension planning, brand management planning and brand vision setting. Brand strategy is the key to brand development, and it is the guarantee to ensure the success and long-term sustainable development of the brand.
Old marketing methods
Now many enterprises have professional marketing teams, but most of them exist for one purpose: sales. It seems that the whole responsibility of marketing department is sales. Although the purpose of marketing is sales, we can tell from the name that "marketing" and "sales" are not the same thing. In fact, marketing is an organizational function and procedure for enterprises to create and transmit value for customers, communicate with customers, and manage customer relationship so as to benefit organizations and stakeholders (enterprises). Marketing includes two parts: "marketing" and "marketing". At present, most enterprises are only implementing the latter, and the marketing methods adopted are also old "cave marketing", which is shown as follows:
1. Put marketing and sales in the same position;
2. To strive for customers rather than take care of customers;
3. Try to make profits on each transaction rather than dealing with "customer lifetime value";
4. Each communication channel should be considered separately rather than as a whole;
5. Don't try to understand the actual needs of customers, just want to sell products.
It is this kind of wrong understanding that makes a lot of Quanwei customized enterprises do well in sales at the initial stage, but they encounter bottlenecks when the brand needs further development and cannot get rapid promotion.
In order to achieve great development, enterprises must change their thinking and realize the importance of marketing. For a brand enterprise, marketing should not be just a department or a stage, but the whole enterprise should be a marketing organization. No matter the administrative department, the product R & D department, or the sales and service department, they should think and implement from the perspective of consumers. Only in this way can the brand gain the favor and trust of consumers in the market.
In practical operation, enterprises can hire professional organizations as external brain, and gradually improve their own marketing ability and marketing ideas through a set of perfect tools of professional organizations.
Lack of clear positioning of brand
When it comes to brand planning and positioning in Quanwei customization industry, there is almost no exception. All of them should be in the middle and high-end market and publicize how their products have high quality and low price, with strong competitive advantage. In fact, after entering the market, we can say that there is no advantage but price war.
The key to this problem lies in the lack of clear brand positioning and overall planning. Brand positioning is based on the market positioning and product positioning. The business decision of brand in cultural orientation and personality differences must be clear and unique, so as to form brand differentiation.