Gome Online CEO Handepeng: 1/3 Marketing budget in brand marketing

"Http://www.aliyun.com/zixun/aggregation/6149.html" >techweb reported December 18 News, in the 2012 fourth session of the Integrated Marketing Forum, Gome Online CEO Handepeng said Gome Online marketing and marketing of all sales, of which 1/3 of the marketing budget in the brand marketing.

As for the concept of ROI, which is gaining popularity in the field of electric business marketing, Handepeng said ROI and branding may have some connection, but there is no fundamental link to the business. The two are different in different stages of the electric business enterprise. At present, Gome online all marketing division brand marketing and promotional marketing, of which 1/3 of the budget in the brand marketing.

Handepeng that the enterprise itself is to do the brand, ROI and brand is two issues, do e-commerce business, businessmen first to shop number, Brand is the most long-term thing. ROI is a very simple measurable indicator, at different stages of time, the industry at different stages of development, the electrical business enterprise ROI may fluctuate, but the brand value is rising. The whole electric business marketing should be based on the promotion and ROI, on this basis must not ignore the brand marketing, should be in the brand marketing to consider ROI. (Ningmeng)