How to crack the lamp ACTS the role of marketing brand dilemma

Symptoms: although some lighting enterprises have begun to pay attention to brand building, to import CIS, in the form of national chain franchise store, started their own brand promotion. But overall, the lamp is acted the role of corporate brand building, and is still in its infancy. Phenomenon: a brand by

symptoms: although some lighting enterprises have begun to pay attention to brand building, to import CIS, in the form of national chain franchise store, started their own brand promotion. But overall, the lamp is acted the role of corporate brand building, and is still in its infancy. Phenomenon: the myth of brand management ideas. Phenomenon. 2: advertising strategy is not based on brand strategy. Phenomenon of three: do the VI, but the core value of brand is not clear. Phenomenon of four: to sales as the center, rather than with the brand as the center. Phenomenon of five: no brand strategy goals. The thoroughfare of the phenomenon of six: the lack of a strong brand. Diagnosis: some enterprises in the near market difficulties, just want to establish a brand, innovation pathways, and once have new funds and brand construction behind. Many business operators for brand management exists in the concept of myth, always think time is not. Myth # 2 is that the construction of brand is the business of money, the enterprise's goal is to make money. Diagnosis 2: some enterprises import VI system, but the brand identity is just a small part of the brand construction. Many enterprises with the VI is not the core concept of brand building. Customer perception of the brand and it was from a visual impression only, no more profound understanding to the brand connotation. To establish the core value of brand, to promote communication to achieve. Diagnosis of three: the enterprise brand construction, is a comprehensive system engineering, need to purchase, production, marketing and other functional departments, LED street light, more important is required from the management of brand construction strategy thought and specific management execution. Although there are many enterprise pay attention to the consciousness of network construction, attach importance to maintain customer relationships, but not from the enterprise for a long time for the construction of core competitive ability, form the combination of channel management strategy and brand strategy, therefore, the access of the simple operation, is divided into the client is confused, but still cannot reflect the power of the brand in the pathway. Diagnosis of four: the lighting industry in our country lacks has the brand strength of national specialty stores. Although some lighting stores have begun to take shape, but the overall image and backward service, can't meet the new demand of market. Image and some have a small boutique, for brand promotion has a certain role in promoting, but also because of small size, can't meet the diverse needs of the consumers. Prescription: lighting companies to build strong brands, both need to enterprise's own brand management, and at the same time also need brand pathways. 1) Brand foundation: from the sales enterprises to marketing company is acted the role of market in China will be sustained growth in the next few years, in addition to domestic demand, export and OEM also occupies an important share. But in look at the same time, we also found some unsatisfactory. Guzhen town, the lighting capital of China, its product percent of pass is only 66% in the year of 2003, and exports to low-end the cheap products. To improve the situation, lighting enterprises need from sales to the marketing model in transition. 2) Brand stores: accelerating the development of the industry catalyst domestic lighting sales of the main channel form is more traditional, mainly originated in the traditional building materials market. Although some brands of furniture store has lighting display, but single variety, or with family standard lamp is given priority to, can't meet the diverse needs of the customers. But the current lighting specializes in market ( Developed or some wholesalers have a certain scale of lamp act the role ofing mall) Backward management concept and mode of operation is not standard, buy a lamp to bargain, service relative lag, shoddy, these phenomena are serious harm the interests of consumers. Therefore, the professional management of brand lighting stores appear to be. Keywords: system planning, continuous output, communication barriers