Heavy-duty trucks on the hero who can carry the Chinese professional audio brand banner
— — From three basic audio development professional audio brand building
Professional audio industry affected by the 2008 Olympic Games, the Shanghai World Expo, 2010 Guangzhou Asian Games and other worldwide event of pulling all the way to the market capacity. China professional audio industry's rapid growth, will make it the following household appliances, lighting and audio fields, consumers and the media attention and a new hotspot. Professional audio industry is competitive in the industry, but other more mature industries compared to the professional audio industry as a whole is still relatively low management level (to small family businesses mostly), most enterprises are currently used in a single competition practices, failure to achieve deep competition. Of course, advertising, sales channels of construction and maintenance has begun to actual operations, but competition is fierce mask the effects of these actions. And professional audio enterprise also enterprises new breakthroughs and growth point to marketing.
Heavy-duty trucks on Heroes
2004-2009 professional audio market capacity
Look at today's professional audio market, apart from the beta sirui (three basic audio), HSBC, EV, JBL, iron triangle, fields, such as a line ruifeng brand, the other is the second and third line brand. Is in the stage be… but the future will certainly be one of the world. The first is beta sirui (three basic audio) for representatives of national brand Legion; the second is to JBL as the representative of the Foreign Legion; the third is some joint brand. As has just been rising national brand to the world of professional audio fields, you must use the new marketing strategies and tactics.
Brand, for the consumer, means that high quality, value and trust; on the business, means that high premium, high-efficiency; community, national, signifies competence, dominance! so, brand marketing, forever is the professional audio market competition, the top of the POPs. Moreover, in the present professional audio product homogeneity, exports of environmental degradation, domestic competition internationalization and international competition as a domestic environment, brand marketing more into many professional audio Enterprise roads in Rome, night after night dream path Mecca. Mesh modern professional audio industry, a field banners to cover, see smoke brand marketing wars, beforgged city, "Yu Yang, her instigation to" ...
Understanding of the professional audio industry competition, it is necessary to first understand the industry's leading brand of marketing strategies. Professional audio is a "big industry and small enterprises" in the industry, through the competition in recent years, gradually formed a national brand and regional brands coexist complex competition and various brands in channel mode, Terminal performance, brand strategy, showing a variety of features. But careful analysis, to be able to find its important characteristics.
Professional audio brand building is still in an early stage, CCTV, Olympics, star is now a great brand communication platforms, other marketing means also abound. Domestic most brands of professional audio in brand building and marketing is still very naive, compared with foreign brands have great defects, domestic rows do not scale market, how to increase the value of professional audio brand, enterprises should make efforts in the following areas:
Marketing of three different levels: the first level is skills, such as technology, means, methods, tools, etc, but as a skill level of all means are dependent on the second level policy background, different methods in different environment structure is not the same. So the technology is not a determining success or failure of the essential factors in marketing, strategy background is the most important. However, as the industry's strength is to be able to feel, perceive market changes in demand or changes in the boot of market demand, so that consumers demand flexibility in the enterprise to meet.
Industry's overall performance for the three main features: brand centralized, channel centralized and sales professional. Around these three major features, the brand launched their marketing strategy. Generally, foreign brands will speed up the high end technology down to develop in the low-end market; domestic brand will focus on technological accumulation, breakthroughs in the high-end market. Since 2005, the leading brand began to pay attention to the brand promotion, almost all from that time began to be vigorously promoted brand. This marked the industry brand management of the beginning of the era. Almost at the same time, domestic professional audio channels begin to significantly expand the marketing of the industry and promote the resulting pressure industry focus. With the rapid economic development, consumer brand consciousness more and more strong, professional audio choice, pay attention to the brand and quality. Channel centralization trend is becoming increasingly clear. Following a three-course brand construction of professional audio brand marketing model
First, the three basic audio (vetas SWE) competition policy (hereinafter referred to as three base)
Three basic competition policy clearly mainly manifested in three major characteristics: product policy "three specially designed" policy, brand strategy "professional sound system solution provider" and channel strategy on Office model.
1, three basic product and pricing strategy
Three bases in the professional audio industry is the most know modern marketing "positioning" and "marketing" concept of value. Three basic put all product positioning in the high-end market, promote high-end marketing strategies, in Shenzhen, Beijing, Guangzhou, after years of efforts, the formation of the region's competitive advantage, thus also boosted the country's "three exclusive line" success. The so-called "three high" refers to the professional, focused, committed to engage in professional audio. This positioning in the win on price/performance ratio for the killer, as well as the diversity of the Chinese market flood, it may be rare foresight. In fact, their strategy is to succeed. However it to withstand the market of the market share of temptation and abandon the low-end customers will force it makes many opponents even know its success, but also far behind. Beta sirui parts of audio products should be more selling expensive, yet robust and leader in the high-end market, beta sirui products with the most advanced technology, and social development. The audio as works of art, fine quality, good service, improved brandFrom virtual (upscale feel) real (excellent quality) two aspects fully meet consumer demand. This beta sirui products and brands endowed with high added value. ”
2. brand strategy
Located in the outdoor signs guangshengaosu
Three basic brand strategy in the industry. In particular, the 2008 Olympics professional audio systems supplier, objective, third-change in brand continues its success and progress is one of the major factors. Especially since 2005, implementation of VI image enhancement. Let the image of three base by aging becomes a youthful, its beta sirui brand concept words "Science and technology create audio-visual enjoyment." Always careful of three base company, in continuous variation on the brand, but also shows the smell Hak President superior marketing strategic vision. Although it is fast, spent some money, but generally speaking, a brand equity and long-term accumulation. Three basic modes of promotion, exhibition, promotions/magazine/online combination of several media, brand strategy does let the human will to invest in brand equity, not just the short-term effects of leading marketing investment philosophy.
Vetas SEO image representative Timor-Lin
Vetas SEO as audio brand, continuous nationality 4, title sponsor of the "PALM exhibition national electric guitar contest," 2009 is hailed as the most "FUSION" and "non-God," the band said, the band guitar player David, officially became Timor vetas SEO speaker Chinese spokesman, beta sirui as a turning point, excellent image projects, advocacy "life stems from the idea of the details" and establish a sleek, professional brand image.
At the same three basic regular professional audio system solution seminar and promotions, plus channel and industry experts on the professional audio industry trends and application technology research, and the Nanjing University cooperation established production base, the industry information center and opinion leaders.
Three base in brand promotion and publicity of the contribution in the promotion of the Terminal image areas, focusing on the Terminal image and services that can be said to be the three basic important formula for success. Three radicals want to product design, innovation and brand assets to build its core competitive ability, high value-added strategy driven brand interaction with profit. In the brand's "professional sound system solution provider" in policy could be said that an in-depth understanding of a consumer demand. Vetas SEO in the professional audio industry is understanding the Porter's competitive strategy of thinking, in the brand differentiation and low-cost route, didn't do fence. Three basic obviously chose differentiation competition route, and go through it. And most of brand China, three base better understand "positioning" of the two words in the brand connotation.
3. channel strategy
The success of the third base line, and the important thing is to choose a unique channel model. This mode only the channels with the professional audio industry's development. At start-up, the three basic need is a way to quickly launch market entry channel sales and enterprise investment risk without significant distribution model, which is the birth of the regional agency model. After several years of hard work, three base rose to the forefront of the industry. At this point, the three basic regional agency has been unable to adapt to the company's growth and expansion, and began to Office model changes.
Enter 2009, while the third base in the market performance of the still higher positions, but the market competition is also further fierce, require the company to further sources of change. Beta sirui hiring professional consulting firm providing strategic consulting for the company, the distribution system and business models are examined and reviewed, and the introduction of a CRM system and third-party logistics, the professionalization of the operation and management, the CEO of three base smell Mr. Eddie said "professional audio new service standards are divided into pre-sales service standards, sale-service, after-sales service standards, standards would be a system, by a professional services team to complete. Sales by companies in many sectors to customers, to our customers professional services. Future services is extended health service, we want to do for the customer's customer service, help customers do the project. "Three basics will implement the multidivisional integrate the class resource.
These are the three basic strategies for successful mainly three, as the market competition, the three basic also continues to progress. Overall, compared to other peer three bases of success lies in the strategic level. Three basic not price war strategy, marketing focused on brand building. But the product, the three basic "professional audio solutions provider" and "Chinese voices" concept shows a clear brand features. Through the beta sirui (RWD) for comprehensive analysis, we can see that the professional audio industry's marketing development is going through a competition from products to brand competition, the competition from tactical to strategic competition phase of the process. Its future development. Still full of opportunities and variables. Of course, there are others in the industry's best brands, such as HSBC, EV, JBL, iron triangle, Tin, Rui Feng, and so on. This is not an analysis. Professional development needs of the enterprises have higher strategic thinking abilities and more distant vision. "Unpack" long road, national enterprises to go, the brand of ups and downs it, can anyone picking up of the professional audio industry's banner? we will wait and see.
Note: Beta sirui is three basic audio group one of the brand
Author: Mr. Lynn, woodcarvings, Senior Brand Manager, participated in the work since 1998 has worked 4A advertising company (dark horse advertising) Chief brand consultancy, participation in China manufacturing industry large Fortune 500 Schneider Electric group joint venture EAST (East), and other famous enterprises in brand building and dissemination of research, service over/Chang Kuang-he 101/galanz/China Unicom/Southern Airlines/Mitsubishi Motors/new world real estate/China tobacco/Dong Shun real estate/Sichuan Jianmin/haixin group/AIT/anhua bathroom/Thai taste/Justin motorcycle and other famous enterprises.
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