Brand positioning is the primary task of brand management, the foundation of brand building, and the prerequisite for successful brand management. Brand positioning plays an inestimable role in brand management and marketing. Brand positioning is that a brand establishes an internal connection with the target consumer group corresponding to this brand.Brand positioning is the core and concentrated expression of market positioning. Once an enterprise has selected a target market, it must design and shape its own corresponding products, brand and corporate image in order to win the recognition of target consumers. Since the ultimate goal of market positioning is to achieve product sales, and the brand is the basis for companies to disseminate product-related information, the brand is also the main basis for consumers to purchase products, so the brand becomes the bridge between the product and the consumer, and the brand positioning also becomes The core and concentrated performance of market positioning.In other words, it refers to determining an appropriate market position for a particular brand, so that the product occupies a special position in the hearts of consumers. When a certain need arises suddenly, the brand that comes to mind, such as sudden thirsty in the hot summer At times, people will immediately think of the cool and refreshing taste of "Coca-Cola" in red and white.
2.Overall development strategy
The overall development strategy refers to the long-term and overall strategy for the future development direction of the company in order to achieve the overall goals of the company. It is the overall guiding program for coordinating various sub-strategies.
The overall development strategy has four steps:
1. Recognize and define the mission of the enterprise
2. Differentiate strategic business units
3. Planning the investment portfolio strategy
4. Planning the company's growth strategy
The research object of market analysis is the entire market, and this object can be investigated from both vertical and horizontal perspectives. From a vertical perspective, market analysis should study all commercial activities from producers to consumers, revealing the behaviors and laws followed by producers and consumers in their respective market activities.
From a horizontal perspective, in the modern market economy system, market activity is an all-round activity. On the one hand, different countries and regions have different market activities due to their political and cultural influences. Therefore, market analysis must reveal the characteristics and laws of these market activities. On the other hand, even if it is the subject of the same market activity, due to the interaction of various markets, the content of their activities is extremely wide, that is to say, there are many types of markets, and the characteristics of various types of markets And the law of operation has become another key research object of market analysis.
The main purpose of market analysis is to study the potential sales volume of commodities, open up potential markets, arrange for the reasonable distribution of commodities between regions, and the regional market share of commodities operated by enterprises.
Through market analysis, we can better understand the proportional relationship between market supply and demand, adopt correct business strategies, meet market needs, and improve the economic benefits of business activities.
Some people often confuse marketing strategy with marketing strategy. In fact, the strategy is more specific. It is a matter of detail and serves the strategy. The marketing strategy is a big deal, and its scope is broader.
In fact, a simpler understanding is that strategies and tactics solve problems at different levels:
The problem that the strategy solves is: What is needed in the market? Which direction do we need to look in?
The problem that the strategy solves is: how to meet these needs? How to implement these practices?
Marketing strategy is the starting point for companies to take customer needs as the starting point, obtain information on customer demand and purchasing power, and business expectations based on experience, organize various business activities in a planned way, and adopt mutually coordinated product strategies, price strategies, channel strategies and Promotion strategy, the process of providing customers with satisfactory products and services to achieve corporate goals.
The enterprise management organization divides the production administrative command system of the enterprise according to the principle of division of labor and cooperation according to the requirements of management, and clearly defines its responsibilities, authorities, obligations and information communication methods for each management level or link, and configures a certain number accordingly. And capable managers.
The enterprise management organization determines and guides the rationality and efficiency of the enterprise's production and labor organization configuration through overall activities and information transmission, so this is very, very important.
Investment plan refers to the investment plan that the company converts existing income into certain assets and holds in order to expect more profits in the future. Generally have a decisive influence on the company's future development
The investment plan includes contents such as investment scale, investment structure, investment method, capital source and composition.
Profit analysis refers to the optimal profit target that an enterprise should achieve after hard work in a period of time in the future. It is one of the important strategic goals that the enterprise must consider and implement in the future.
Mainly include determining the product sales profit, other sales profit and net non-operating income and expenditure during the planning period.
The main indicator for formulating a profit plan is to calculate the total profit and profit rate during the plan period. It is used to reflect the absolute number and relative number of the profit realized by the enterprise. The purpose of formulating the profit plan is to encourage the enterprise to organize production and operation activities reasonably, to increase production and save, and to strive to increase profits