Are you looking this product? Now you can get product in eBook Format,just following step by step until finish you will be guided downloading this book for free, Enjoy it.
Â
?? From
Sony
The "clumsy" and the Chinese home appliance
Brand
The "smart" about
Chinese home appliance brand's market performance can be described as very "smart" every day "innovation", the new concept of flying,
Air conditioning
The "nano", "negative ions", "antimicrobial"
TV
The "on
Netcom
"" Frequency "," green. "Concepts often lot of heated discussions, but it seems very beautiful Chinese home appliance brand get? 2000, Sony color TV in China, sales of 50 million more than the profits of all TVs in China profits and brand.
I have been since the late 80s observed the operation of Sony's brand strategy and
Advertisement
Communication strategy, collected since the early 90s Sony has many of the advertising works, analysis of these ads can be found, spread way of Sony's brand can be described as very "clumsy." Sony's ads never join in the fun, never blending "concept" and "hot spots", advertising appeal information is very monotonous, the main focus on imaging technology and expand. The early 90s, the main demands of the Sony ad "single electron beam gun," mid-major publicity 90 "Trinitron Picture Tube", in recent years has begun to promote "WEGA TV (more advanced Trinitron CRT)," If your Xiang groundbreaking high-definition TV and advanced flat panel display technology, laid the new world standard TV. WEGA TV ad copy is so promote their high-tech "high focus electron gun focusing accuracy can increase by 20%, to focus the entire screen is uniform, a new trash rack design and color separation technology to increase effective resolution ... .... " Shows that each period of ten years of Sony's TV ads will focus on upgrading technology in the imaging and ground-breaking leap to start, this "awkward, innovative" approach to precisely target the consumers (especially high-income consumers) to buy the most attention to elements of color TV? "
Color
Lifelike, natural, bright. "Meanwhile, due to advances in imaging technology is difficult, and constantly communicate in imaging technology innovation, create the Sony" technological innovation "and" sophisticated technology owner "image . It is this very respected brand that consumers overall brand image so that Sony has a high prestige and premium capacity. in the imaging technology to upgrade the core technology is the Sony brand with breakthrough leap in the basic identification, such "awkward, innovative" approach is precisely faithful to reflect the brand's basic identification, so obtained is unimaginable success.
Seems to be much of China's home appliance brand innovation, constantly creating concepts and hot, actually penny wise and pound-foolish, the concept of different organic link between the lack of, does not reflect a common brand identity, so each of the different concepts and hot publicity and no sustained and consistent manner to convey the essence of the brand and the pursuit, can not play on the brand's core values of the basic identification of the role of building blocks. This concept
Marketing
, Seems a temporary sensation, but also to create good in the moment
Sell
Sales performance and even miracles. But a few years, but found that did not increase the overall value of the brand, the concept of marketing a real high-tech support and can bring tangible benefits to consumers of course is a good thing, but not for the limelight, grab the camera and focus the eye and engage in marketing concept. Meanwhile, the concept of marketing to reflect the brand's core values and basic identification. Many of the Chinese home appliance brand concept of marketing hype, not only is empty can not give consumers real benefits, more importantly, because the concept of marketing or deviate from the core interests such as the TV industry to "screen bright, natural, realistic," the communication, so The concept of multi-look pale and weak; In addition, many concepts created by a brand after a few days most of the brands within the industry to follow up, looked very serious, the concept of the gold content dropped to the upgrading of brand's overall identity is not much help. One reporter pointed out that the senior household appliances, "and then look at our past few years consumer electronics market, the apex of the concept of a great marketing potential. If you ask, is this concept of which there are several products on the market can stand true? Fear of domestic appliances Few manufacturers can take the industry must stay "; again, because the brand did not reflect the core values and basic identification, for the overall brand image and brand value sense, technology leadership to establish a sense of little help. Remember, consumers will not benefit because the product but because of certain aspects of the overall brand identity and convinced to buy. Marketing strategies should be subordinated to the brand concept, even if the concept of useful marketing, advertising on the still to disseminate the basic identification of the main brands, such as the concept of hot spot information to small font or lower priority in advertising.
Some people think that China's color TV brands worth far less than the Sony due to technical causes, the author admitted that Chinese companies can not afford to do R & D to produce the world's most sophisticated color TV. But Sony sold in the Chinese market TV (
Package
Including high-end color TV), the majority of enterprises are capable of developing production. The problem is, the Chinese color TV production with the Sony brand if the same technology and the quality of TV is not believed or because the brand-grade sense of worth, a sense of relatively low technology, like the high price Sony is not sold, had to go to production low-end products. In the final analysis, the main problem is the out in the absence of scientific thinking, brand strategy, brand strategy is not effective in enhancing the implementation of the overall worth of the brand. Because many of our giant home appliance brand is tactical, strategic dwarf.