The downturn in the gold foil industry is a matter of the whole industry, but as the top enterprise in the food chain, it is often preferred to pass the crisis on to consumers and distributors. However, the long-term development of the brand is only a short-term benefit, worth and worthless. It is not difficult to measure, it is a once and for all way to do a good job of dealers' protection and to create a sound and systematic strategy. Brands should not be deeply immersed in it.
After 80.90, it gradually became the main consumer of the market. In addition to the certain demand for product cost performance, consumers also have very high requirements for the product's individual creativity. In this creative-led society, the gold foil enterprise should make the product into a The products of “thoughts” are rich in product culture and connotation, and diversified channels to attract and satisfy consumers.
First, by brand image strength sales
In today's era, competition among enterprises is not only the competition of brands and products, but also the competition of marketing means. Primary companies sell products, medium-sized enterprises sell services, and high-level enterprises sell ideas. Obviously, the marketing philosophy of most companies in various industries is only at the primary and intermediate levels, as is the industry. Under the trend of increasingly refined consumer groups, enterprises can not be all-inclusive, and the goal of "selling ideas" is the best choice.
For a company, selling products is the ultimate goal. Selling services can increase product sales, enhance brand awareness, and sell ideas. This is the strategic direction for the overall planning of the company and is the core. In order to improve the marketing level of the team, enterprises need to achieve brand premium through selling services and establish a good brand image in the eyes of target consumers. Although the core products are similar, the service can make up for the shortage of core products.
It is impossible for any enterprise's products to completely surpass the opponents, and only have their own strengths. As a marketing staff, it is necessary to design a transcendence in some respects according to the needs of the target customers. Once the customer agrees with this concept, it also agrees with the company's products. In this case, the salesperson sells a kind of idea, which is a unified "selling point" summed up by marketers. If enterprises want to rise to the realm of selling ideas, the first thing to do is to clarify which part of the people serve. In today's increasingly fierce market competition, any profit-oriented enterprise must establish the concept of “serving only some people”.
Second, diversified promotional products
At the beginning of reform and opening up, China's marketing channels tend to be more singular. With the acceleration of the marketization process, enterprises with strong brand power began to transform from single channel to multiple channels. Gradually, the diversification of marketing channels was accepted by enterprises. And recognition, many companies began to explore the channel diversification and achieved good market performance.
The diversification of marketing channels has enabled enterprises to get rid of the shackles of traditional channels, cater to the market segmentation strategy and differentiation strategy of enterprises, and has played a role in boosting the market coverage of corporate brands and products.
With the widespread use of marketing channel diversification strategies, it also brings many market issues, such as channel conflicts, interest distribution issues, channel management and control, and increased channel costs. However, as long as the application is appropriate, the marketing channel diversification strategy is an effective tool for enterprise marketing channel innovation.