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The following reporters from the special car brand positioning, special car companies why brand positioning and special car companies through the brand positioning to become the industry's first three aspects, for the special car companies and readers to briefly explain their feelings and views I hope to learn from each other.
First, what is the special car brand positioning
Explain in a simple sentence, in which field or products, the company wants to be deeply cultivated, and want to become an expert in that field until it is the first in the industry, the first in the country, or even the first in the world. Customers think of you, remember you, trust you, and buy your products, and ultimately make your products a good choice for customers.
Second, why should we carry out special vehicle brand positioning?
Reason one: With brand positioning, the development path of the company will be clearer.
Historically, whether it is a successful person or a bigger and stronger company, it has a clear positioning for its own development. What is terrible is not where the company is now, but where the company is going. Enterprises that are not clearly positioned are easy to be confused in development. I don’t know what products they should do. What brand should they stand? With brand positioning, it is equivalent to having a compass in the desert, just go in this direction. Must be able to reach the destination.
Reason 2: With brand positioning, the company's development goals will be more focused
With positioning, it is equivalent to having a precise customer base. With a precise customer base, the company's goal will be more focused, so that companies can know what the customer's needs are, what the market lacks, and then vice versa. In order to be more precise to meet the needs and interests of customers. At the same time, the national policy is constantly adjusting, the society is constantly improving, and the needs of customers are changing simultaneously. However, the customer base of the company has not changed. What the company has to do is to comply with the national policies, industry requirements, and new customer needs. Adjust your product strategy to meet the needs of customers, provide customers with systematic solutions, and provide customers with a continuous stream of profits while providing value to customers.
Reason 3: With brand positioning, it is easier for customers to remember themselves and it is easier to deal with
Enterprises do branding in order to occupy the customer's mind, by making a strong and big brand, planting a seed in the user's mind, and then taking root, and ultimately the company harvests the results. For example, when thinking about air conditioning, the first thing we think of is Gree; when it comes to NO.1 of domestic special vehicles, we first think of CIMC; when it comes to electric bicycles, the first thing that comes to mind is Emma; The first thing that comes to mind is Tesla; when it comes to the safest car, the first reaction in everyone's mind is the Volvo car. It's as simple as this, the more accurate your position, the easier it is for customers to remember you, your products will be more acceptable to customers, and it will be easier for you to make more orders.
Reason 4: With brand positioning, companies will become stronger and stronger.
Positioning is like snowballing. At first, it doesn't matter, no one cares, and few people can understand it. Yes, once you have a precise positioning, you will have the same beliefs and souls. You will never forget your initial heart. As long as you keep moving toward your own goals, the snowball will get bigger and bigger. When the snowball is large enough, more and more people will be seen, more and more people will believe, and the ability of the snowball to resist various risks will become stronger and stronger.
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Third, how to make the special car enterprise the first in the industry through brand positioning
Brand positioning is not fixed, it is practiced. A group of experts sitting in a closed door can not make accurate positioning, so the positioning of the brand is also perfect in practice, continue to practice in the improvement, after market testing, know whether their positioning is accurate. Regarding how special-purpose car companies can increase market share through brand positioning, the reporter has the following tips to communicate with readers.
1, to follow three principles
The first principle is that companies must be good at it.
For example, taking special-purpose car products as an example, there are more than 1,500 domestic special-purpose car companies, and there are more than 1,000 kinds of products. So which one do you want to do? You can't read the fire truck to make money, go to the dry fire truck, see the cement. When the mixer makes money, go to the cement mixer. Enterprises should combine their own R&D, technology, talents, capital, channels and other conditions, and compare with domestic peer competition enterprises to analyze their own advantages through comparison. What are the core competitiveness of the peers? What is unique to them? What other companies don't have? If so, then this is the strength of your business, and this advantage is magnified infinitely to make up for your shortcomings and shortcomings. Instead of comparing the advantages of other companies, we will continue to make up for our shortcomings.
The second principle is that market demand is strong.
Today, with the rapid development of social economy, the average life expectancy of Chinese enterprises is about 7 years. It can be said that the operations that survived are still quite good, and the enterprises that can achieve sustainable profitability are few and far between, and can achieve the number of industries. The number two enterprises are even rarer. Therefore, if you want to do a good job in the brand positioning of the enterprise, you must first take the market as the demand-oriented. This product can be the market demand is now strong, or it can be a product that will explode in the next few years, because this is the existence of the enterprise. fundamental. When there is no strong or big, or there is not enough money, only the market can make the enterprise come back to life, leaving the market demand to talk about business management is like a fish.
The third principle is that the product is highly profitable.
The sale of the loss is not done. When it is just starting, the loss is normal, but the company will always be unable to make ends meet and it will be difficult to continue. Therefore, in addition to strong market demand, your product profits must be rich. When designing a product, the company must consider the entire life cycle of the product, starting with the end, and winning beforehand, so that the company will not survive if it has not survived.
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2, to play a combination of boxing
The brand positioning of a special-purpose vehicle enterprise is not a matter of a certain management department, nor is it a matter directly determined by the first-hand boarding. To achieve results, efforts can be made from the following aspects:
First, small-scale marketing and product testing.
Products that have been developed or products that are being trial-produced can be first put on the market for marketing and testing, and how can the feedback from the users be determined? According to the feedback from the users, whether to adjust the performance, and the iterative upgrade of the products in a small and small step, from The 1.0 version was upgraded to version 2.0 and 3.0 until it was approved by most customers. The reason for this is to exchange the market's biggest feedback at the lowest cost, to ensure that the products sell well and reduce inventory.
Second, attach importance to the construction of internal and external websites.
The internal website is the internal office network of the enterprise, and the external website is the external official website and external marketing network of the enterprise. The internal office website is to use the company's development planning, development goals, development concepts, corporate values ​​to unify the company's employees' thinking, let everyone work together, twist into a rope, and jointly contribute to the company's long-term goals. The external website is designed to show the company's good image in product, R&D, production, technology, market, talent, management, culture, etc. Through the operation and promotion of the website, enhance the trust of customers and products. Viscosity, gradually establish the position of corporate brand in the hearts of users.
Third, pay attention to the use of new media.
The current new media platforms mainly include WeChat public account, enterprise microblog, and vibrato. In the era of information explosion, people's attention has been greatly dispersed, can bring enough traffic and attention, determine whether the company can attract more hardcore fans, and the number and quality of hardcore fans directly affect the transformation of product achievements. . Therefore, special-purpose vehicle companies must pay attention to the use of WeChat public number, enterprise microblogging and vibrato platform, and provide full-time and part-time personnel to strengthen the operation and management of the platform. Through the operation of the platform, the fans will be gradually precipitated, and the viscosity of customer fans will be increased, thus increasing orders. Conversion rate.
Fourth, we must pay attention to intellectual property protection.
Brand building is to let the potential customers of the company know the company and believe the company, but in the process of brand positioning, the content of the exposure should be selective and do something. To use your company's business license to register trademarks, do not borrow other people's trademarks or use other corporate licenses to register trademarks, so as to avoid unnecessary intellectual property disputes after the completion of the new, to register as many different categories, different forms, Different combinations of trademarks to prevent malicious infringements.
In addition, for business secrets involving the company's new technologies, new formulas, new processes, characteristic operation methods, new business models, etc., first, it is necessary to strengthen internal risk management and control, and prevent leakage from the source; second, it is necessary to apply for invention patents in time for the results achieved. And utility model patents, in the case of infringement, must be investigated through legal channels; the third is to do a good job of dismantling when releasing information to prevent careless disclosure.
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3, to be pragmatic and intensive
Brand positioning is not a day's work. It needs to be adjusted in development, upgraded in practice, can't float on the surface, and can't stop practicing because there is no accurate positioning for the time being. As for success, let's do it first, and do it while doing it. Iteratively changing the edge, as long as it is pragmatic to do, always find the growth point of the segmentation field. Once you find this point, you must carry forward the spirit of nailing, one to the end, for a long time for merit, not to make the first vow to break down the field. Because people often only remember the first, the second will be ruthlessly abandoned.
Reading volume: Source: Chinese network of truck: Fan WeiminTruck car wash machine, Bus car wash machine,Commercial car wash machine, Heavy duty car washing machine
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