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在市场竞争日益加剧的新形势下,提升品牌影响力成为无数企业孜孜以求的目标。探索一个个企业的成功之路,我们不难发现其走向成功的共同轨迹。笔者试把其概括为品牌影响力提升的四种路径与层次:路径一:找准品牌的市场定位在激烈的市场竞争中,一个品牌的资金、技术、研发、生产、管理、营销、宣传推广等各方面资源要素都是有限的,要赢得竞争,一个重要的因素就是找准市场定位,集中有限资源开拓属于自己的发展道路。在这方面的实践和探索中,“王老吉”无疑是一个具有标志性意义的典型案例。
In the increasingly fierce market competition in the new situation, enhance the brand influence has become the goal pursued by countless companies. Explore the success of a business, we can easily find their common path to success. I try to summarize the four paths and levels of brand influence: Path One: Identify the brand’s market positioning In the fierce market competition, a brand of capital, technology, research and development, production, management, marketing, promotion And other resources are limited in all aspects, to win the competition, an important factor is to identify the market position, focus on limited resources to develop their own development path. In practice and exploration in this area, Wang Lao Ji is undoubtedly a typical case of landmark significance.