Due to the lack of awareness of brand and marketing, most of the full-service customization enterprises lack a complete brand strategy development plan. Although they own brand, the basic skills of brand are not solid enough. To do a good job in the basic skills of brand, we must first improve the three major deficiencies in the current industry.

Lack of Attention to Strategic Planning

In the process of implementing brand marketing, most full-service customization enterprises attach great importance to tactics, such as propaganda brochures, product brochures, price stickers, display shelves, image walls, terminal image exhibition halls and so on, 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 six aspects: brand decision-making, brand mode selection, brand identification, brand extension planning, brand management planning and brand vision setting. Brand strategy is the key to brand development and the guarantee to ensure the success of the brand and its long-term sustainable development.

营销手段陈旧

Now many enterprises have professional marketing team, but most of the marketing team exists for one purpose: sales, it seems that the whole responsibility of the 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 relationships so as to benefit organizations and stakeholders (enterprises). Marketing includes two parts: "camp" and "sales". At present, most enterprises are only implementing the latter, and the marketing methods adopted are also old "cave dwelling marketing".

1. Place marketing and sales on the same footing.

2. Emphasizing on striving for customers rather than taking care of them;

3. Trying to profit from each transaction rather than dealing with "customer lifetime value";

4. Each communication channel should be considered separately rather than as a whole;

5. Do not try to understand the actual needs of customers, just want to sell products.

It is this wrong understanding that makes many full-service customization enterprises sell well in the initial stage, but when the brand needs further development, they encounter bottlenecks and can not 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. Whether it is an administrative department, a product development department, or a sales and service department, they should think and implement from the perspective of consumers. Only in this way can the brand win the favor and trust of consumers in the market.

In practice, enterprises can employ professional organizations as external brains, and gradually improve their marketing capabilities and marketing ideas through a set of perfect tools of professional institutions.

Lack of clear positioning of brand

In the whole customization industry, when it comes to brand planning and positioning, almost without exception, we have to do the high-end market, and publicize how high quality and how low price our products have, which has a strong competitive advantage. In fact, after entering the market, it can be said that there is no advantage at all. There is no alternative but price war.

The most critical reason for such problems is that the enterprise lacks a clear positioning of the brand and no overall planning. Brand positioning is based on the market positioning and product positioning of enterprises. The commercial decision-making of brand in cultural orientation and personality differences must be clear and unique, so as to form brand differentiation.