Community Marketing: Brand is a golden Hill

We must admit that the network community is Xianpinaifu to the brand. Countless community marketing practices have confirmed that only products with brand awareness can be paid attention to, fast transactions, and low transaction costs, and not well-known brands of transaction costs are high and the transaction price is very low.

To sum up, the Xianpinaifu of the community to the brand is embodied in the following aspects:

• Impact of attention. Brand products related information, brand brokers released information, opinion leaders released information more attention.

• Influence turnover rate. Promotional activities, the number of transactions and the number of registrations and the ratio of merchandise brand awareness is directly proportional to the impact of trust can be considered.

• Affect the transaction price. Non-branded goods are quickly traded in a way that lowers prices, while branded goods can be sold at very good prices.

• Influence circulation rate. The duration of the commodity sells is inversely proportional to the brand popularity, the vitality of the brand commodity is bigger.

Therefore, we can get a conclusion: in the commodity Community marketing, the sales cost is inversely proportional to the commodity brand popularity. According to this conclusion, we can get the enterprise logic: Cultivating the brand is the only way for enterprise development.

However, the reality we see is:

Many brand enterprises have not yet dug the brand of Jinshan, small enterprises are unwilling to cultivate corporate brand.

Brand enterprises often ignore the value of the network community, abandon this cheap and efficient channel. The main reason is that the network community marketing this concept lacks the necessary understanding. Many companies have come to realize this: such as Dell, Starbucks Twitter sales, Vanke logo spoof events, Lenovo's red women and the cool bear events. The Community brand value mining of big enterprises is very simple: find the right person, start from today, and step into the network community!

Again, small and medium-sized enterprises ignore the result of brand building is constantly in the sales and starvation of the edge of struggle, unable to obtain development. Small and medium-sized Enterprises ignore the reasons for brand building, mainly in the following three areas:

• As a sales agent, enterprises do not own the ownership of product brands, do not want to do for others to marry clothes, just want to quickly get the real benefits. Business is brutal, the case of brand abandonment agent is not uncommon. In practice, we often ask the agent for the problem: in addition to products, your own core value where? We see that many companies are gradually playing the brand: Professional channel, professional service provider, solution provider, system integrator, and so on.

• The lack of brand-building capacity of enterprises, the inability to pay a high price for brand construction. Internet for small and medium-sized enterprises to provide low-cost, rapid cultivation of brand channels, is community marketing. I witnessed a number of enterprises from overseas Chinese tea teahouse rapid rise, by virtue of the blue Sea Strategy: through Low-cost Community marketing rapid cultivation of corporate brand.

• Enterprises have no strategic vision, ignoring the role of the brand. A common example is the enterprise only know the list does not know face. such as the Hefei home market, many companies rely on several group buying sites of the year two-quarter activities to survive. In addition, do not carry out effective marketing activities, do not carry out any sense of brand cultivation. Such results can be imagined: The company's single sales channels, dependence is too strong, no brand impetus, unable to grow and develop.

So, what should enterprises pay attention to in the process of brand cultivation? Recommendations are:

1. It takes time and patience to cultivate the brand. Network Community Marketing is not 1, 2 days of things, need to persevere. In general, less than 1, 2 months, more than 1 years, local brand cultivation can be completed. such as Ma Yun said: "Today is very cruel, tomorrow is more cruel, the day after tomorrow is very good, but most people die in the next night, do not see the sun after the day after." "The brand-building of many businesses is a halt to the darkness that is about to see the dawn."

2, the cultivation of brand needs the energy, need attentively. Many companies will separate the list from the brand. In fact, "cheat" and make a list is complementary, service process of every smile, every detail is the process of enterprise brand cultivation. Do not put advertising as the only means of brand cultivation, network community Word-of-mouth based on the recognition and dissemination of service objects.

3, the cultivation of the brand needs intelligence, this is scalpels. Ingenious planning requires intelligence, and enterprise crisis management needs more intelligence. Every marketing plan, every time facing crisis, is the opportunity of brand cultivation.

The brand is the fictitious wealth, is the enterprise wealth Jinshan, is can create Jinshan. (Text/Dream Qinhuai)