Brand operation solves the awkward situation of electric business enterprise at present

Recently, we all like to talk about the company, close to bankruptcy, the people, and enjoy, see that the company is the envy of jealousy and hate a whole set of processes to play to the extreme, the intrinsic reason for what?

Let's give you a ' big ' example, Toyota blindly pursue the world first, yes, the world first took off, but there has been blind expansion, the pursuit of quantity, ignoring the quality, ignoring the after-sales service, the end of the global recall of cars Toyota crisis, for this problem many management gurus have discussed, one of the views, I very much agree with " Toyota found its own reasons for expansion, striving for the world's first, but did not find the world's first to bring the value of consumers! "Abundant The Daw, when your employees can not find their value for the company's services, consumers are even more overwhelmed!"

and the current electric business industry's employment environment has not escaped open jittery, a lot of new companies to develop a good face of the human metabolism, the development of a bad hope that there will be a turnaround of talent to save the company, also appeared on the one hand to cut people, on the one hand, the strange phenomenon of digging people, in the end the company is a person or many people, even the Many companies also appeared, the old staff of their own capacity-building is not in line with the company's development, the new employees do not belong to the sense of the company can not quickly provide support, the use of the vicious circle of the company's normal development of the continuous cottage, away from the company's operation farther and further. And the development of the company is a systematic project, many companies can not find the breakthrough point, only through the internal political struggle, political horse racing, the clique to solve the current problem of the bloated.

What we are going to discuss here today is how to solve such problems.

E-commerce companies are not big, can not afford to toss, many companies are not lost in the market competition but Huoqixiaoqiang! The so-called up and down with the desire to win, a company if not find the value of consumers, by robbing the site to rob the fortress logic to gathered their employees, so the emergence of today's industry status quo is also taken for granted.

E-Commerce project system to build the first work is brand planning, and brand planning is really not a simple slogan on the wall, because a lot of "on the wall is not achieved."

First of all, to explore the "brand information comb", many people think that brand planning is the refinement of brand slogan, brand visual image, and these are just the beginning of the site team to their own brand development key aspects of the understanding is very important, many companies die in either no goal or no planning, It is either the goal of the Mirage and the brand planning that cannot be supported by its own resources.

You want to tell your employees, your customers, what your goals are, what you "have for them", and you have to figure out for yourself who you are, where you come from, where you're going, what you want to do! This is in itself a complex and scientific process, and it is not possible to omit any one link.

For e-business, the information we need to collect includes industry analysis, competition official website analysis, sales of product analysis, consumer search behavior analysis, competitive advertising analysis, selling brand analysis, competitive marketing portfolio analysis of the seven items, through the analysis of these seven categories of content, and then against their own human, material and financial resources, Then the need to increase or acquire what human, material and financial resources can make the brand development become feasible, reliable, can be implemented. Here also includes the consumer group's lock, the staff's composition, the investor and the strategic partner relations, the enterprise structure, the market condition, the competition pattern and so on many contents.

From the point of view of concrete implementation, the process of brand information carding can be implemented through internal investigation, internal discussion, Enterprise external solicitation, corporate media communication and enterprise target consumer experience activities. E-commerce Enterprises use the Internet can use the "crowdsourcing" form, while with consumers to establish cooperation, build Word-of-mouth groups, while combing their own brand equity to improve brand building. For the e-commerce industry, industry history is not long, industry culture has basically inherited the Internet to share the cooperation of the industry culture, and at this time for the "single" E-commerce enterprises of its own corporate culture, social responsibility, consumer psychological factors, emotional factors such as the extraction of information is particularly important to increase the sense of belonging to employees and consumers , the sense of existence is the responsibility of enterprises as corporate citizens, and the richness of these information can find the basis for different strategies of brand differentiation.

The information on the wall needs to be different at different stages.

That's right! "The strength and background of E-commerce enterprises" determines the basis for the development of enterprises, but entrepreneurship is a process from scratch, the enterprise's brand information refined out, but how to convey the details of these corporate brand planning good information? First of all, let's take an example of easy business: Remember when I went to the easy business visit, its office has several details to learn from,

L A door to a white board, which says, a certain day of the month a certain time a certain promotional activities a single product sales breakthrough how many single, who is responsible for the project, and then the future challenges of a goal.

L The banner in the office says the company's overall project goals.

L A separate meeting room with Metro, Carrefour, Wal-Mart and other words, a great deal of retail business swallowed into the belly of the momentum

L Enter the office, the wall is all kinds of performance and goals, not a brand slogan.

L But what I can see is that the whole office, like the stock trading floor, is a hectic, orderly, sitting down and Baowenzing chat, and is called out three times, and the entire company's employees act like stimulants.

Such a scenario for many entrepreneurial e-commerce companies should be the dream, but the thinking behind the system, logical support is a need for careful thinking, otherwise handan, according to do, the result is also diametrically opposite. Easy business to quantify the brand goals into performance goals is a very good way to learn from, then we discuss the brand planning after the operation.

The Web team's understanding of the "critical link" of brand development is critical.

When we comb out the enterprise information clearly, on the "brand management", can give examples of the example of carving the site team on the brand development of the key aspects of understanding is also critical.

L The first carving ye pie generation of wind and rain so many people think that carving ye difficult to accept,

L But with the increase of share content, carving the background by sending a little bit of digging out, and carving ye many employees, consumers are sent to become a fan.

Through their own sharing, the Eagle has established a maverick personal brand to drive its corporate brand, and to guide its employees and consumers to understand the demands, values and emotions of the brand gradually.

L The share and publication of these books promote the brand's sense of belonging and existence.

L Now, as a lecturer of the school of Business and the head of Liv, the master of the company will completely make a personal brand of individuality, and translate it into the endorsement and interpretation of the corporate brand.

L This is, of course, carving ye in their own human, material, financial resources under the comprehensive consideration of the results of the intention, this way can be met and can not be asked, only to learn from the logic, not a single full.

L carving ye in this soft brand operation and management of advertising is also commendable, in the coordination of public relations and communication has played a role in the value-added brand.

L carving out his reputation brand and the combination of the product brand of Liv to carry out TV advertisement, Taobao home hard and many other resources such as the application of many marketing actions are more than sending friends and consumers expectations, and then also get a lot of friends and consumers recommend and publicity, for corporate brand to win a good reputation, set a good brand image.

Brand building based on the user level of understanding, to start from their own team building

Finally This example is cool sports, cool sports as a genuine sports city, its commercial purpose is to hope that through their own sporting goods sports equipment resources, to realize that consumers enjoy the joy of sports, its authentic transactions, movement guidance, member services, the goal is entirely based on the purpose of service consumers to set, Therefore, its brand building is from the inside out and gradually unfold.

First of all, sporting goods in the minds of many consumers do not have a clear concept, or a professional, emphasizing the function, performance, or like sporting goods comfortable and casual rather than the specific use of the occasion, if the cool exercise of their own strength to cultivate consumer awareness of sporting goods is obviously a drop in the bucket, therefore, Cool Sports in the brand building process, pay attention to the cultivation of internal strength, first from the professional training of customer service, the function of their own customer service from the simple after-sales service to the pre-sale guidance, sports guidance, sports consultant role of training, and will be tried to extend the experience of the company to various departments.

Second, face their own status quo and advantages, hire professional athletes for business customer service to provide sports knowledge, for consumers at different levels, the consumer divided into entry-level, enthusiasts, enthusiasts, professional awareness, sports consultants, such as five levels.

Third, for different levels from the site, own media "@ Cool Sports", customer service and other brand contact points for the phased, targeted brand communication, the user's different levels of different forms of expression, but always around the brand building to expand extension, the following is cool sports customer service training scene, you can learn from.