Brand building of the hottest printing enterprises

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American marketing expert Larry Wright pointed out: "owning the market is more important than owning the factory, and the only way to own the market is to have a dominant brand." From the history of modern enterprise management, we can see that the survival and development of world-famous enterprises all rely on brand management strategies. We must fully understand the special role of brands and their management in Chinese enterprises' participation in global market competition, and improve the competitiveness of Chinese enterprises and their brands. Only for printing enterprises, the competition is also very fierce

at present, there are more than 90000 printing enterprises in China, but domestic enterprises with transnational well-known brands such as Donnelly and Taiyi are still rare. How can printing enterprises establish their own characteristics to distinguish themselves from their competitors, and how can they attract users with their own distinctive personality? Here is a road to success: establish a unique brand to attract customers and promote enterprise development

first, the benign effect of enterprise brand

enterprise brand is the embodiment of enterprise values, a commitment of enterprises to society, and an overall reflection of the whole process of enterprises. Corporate brand is different from product brand. It expresses the reason for the existence of the enterprise and represents the unique organizational purpose of the enterprise

brand is the embodiment of enterprise core value. Some enterprises have established a good image for their brands, endowed them with good emotions or represented a certain culture, and made the brands form a good memory in the minds of consumers or customers. For example, people will feel about this brand. Zheng Kai, Secretary General of China Engineering Plastics Industry Association, said that when they think of an American culture and foreign food culture, they will think of its quality, standards and hygiene. For printing enterprises, printing products also need brands, which can also reflect the core values of enterprises

product is the material carrier of brand, quality is the lifeline of product, and brand represents corporate image. From the perspective of long-term development, enterprises must work hard on product quality, establish brands and realize market expansion. High quality of printed matter means that the finished product specifications, ink hue, clear text and image fully meet the requirements of customers, and are delivered on time or in advance with less rework. In the long run, customers will be assured of the products produced by our enterprise and form a certain degree of trust and loyalty. Our brand represents high quality and high reputation. Therefore, the enterprise will have a backing foundation when competing with its competitors. Now the competition in China's printing market is very fierce. After entering the WTO, a large number of foreign printing enterprises are pouring in. How can we stand on the competitive market? The author believes that it is necessary to establish the brand concept and take the brand as the competitive weapon of the market

more importantly, brands can also produce many benign effects

1. Halo effect. As the leader of the same industry, printing famous brand enterprises will bring a beautiful aura to the enterprise and have a positive impact on the economic benefits of the enterprise

2. Magnetic field benefit. The fame and reputation of famous brands have an affinity, attraction and identity for consumers, governments, partners and other social public. For printing enterprises, many customers will come here with admiration. After entering the WTO, a large number of foreign-funded printing enterprises enter the Chinese market. The government will give a lot of support and some protective measures to printing famous brand enterprises to strengthen the strength of famous brands. Partners (paper, ink, etc.) will also see the famous brand effect, strengthen cooperation and establish good relations. For its public, establish a good relationship. As for other public followers, they will also care about famous brands, recommend famous brands, and create a good environment for famous brands

3. Introversion effect. Employees in printing enterprises will also feel proud of working in such famous brand enterprises. A sense of honor, and work harder and harder. Close cooperation between departments is very important for printing. For example, pre press, printing and post press in printing include many processes, which are closely linked. An error will affect the whole process, so it requires the close cooperation of employees from all departments to ensure the quality of products and improve efficiency. However, this introverted effect of the brand aggregates the energy, financial resources, intelligence and physical strength of employees, so that the enterprise can be improved as a whole

4. Publicity effect. The formation of famous brands can be well publicized in regions and even countries by using the popularity of brands, and the publicity effect of enterprises with high reputation is more obvious. For example, Shenzhen Yachang was only well-known in the south at first, but it has successfully completed the printing of posters for the Asian Games in Beijing, and has become a well-known brand in the country

Second, how to build a famous brand of printing enterprises

brand building is not random. Brand creation is a systematic project and the result of the combined action of a series of factors. Therefore, if printing enterprises want to successfully create enterprise brands, they must make the best combination of various factors. And then make continuous leaps on the road of brand growth, realize the continuous improvement of the brand, and become a regional brand, a national brand and even an international brand

1. Market research. In order to create famous brands, printing enterprises must take the market as the basis, investigate, collect, sort out and study all kinds of information such as raw materials, new technologies, market demand, competitive enterprises, etc., and understand and master the needs of customers and the goals of competitors. The art of war says, "know yourself and your enemy, and you will never be defeated in a hundred battles.". Only by making full use of market research can we fully understand the new market information and lay the foundation for expanding the market

2. Market positioning of the brand. The "brand positioning" of printing enterprises is to explore the psychology of potential customers in the future, or create the relative superiority of the brand among competitors, find the gap in the market, highlight the brand personality and locate at the center of potential customers in the future. Therefore, brand positioning has its marketing strategic significance that cannot be ignored and underestimated. Successful market positioning has laid the foundation for the future development direction of printing enterprises, and is one of the important factors for the survival and development of printing enterprise brands

3. Formulate and implement a set of brand management strategies. Maintain full communication with customers in the three dimensions of viewpoint, contact and frequency, strive to arouse the resonance of customers, and realize the harmonious unity of corporate brand image and customer needs

4. Strengthen employees' brand concept -- corporate culture. Corporate culture pervades the company and gives it a unique style. It is a complex body including employees' attitudes, beliefs, values, habits and behaviors. For customers, we can see the corporate culture in the employees' conversation and service level. Moreover, corporate culture affects corporate image, which can be positive or negative. Therefore, it is necessary to establish and implement a set of incentive and restraint mechanisms, so that employees can truly understand and devote themselves to enterprise brand creation activities, and ensure that the enterprise brand has long-term vitality. For printing enterprises, corporate culture is also necessary, which can make all departments coordinate and cooperate. For example, Taiyi company, a department store in the printing industry, prefers a Japanese management model for enterprise employees, such as the implementation of morning meetings, monthly meetings, regular potential training for all employees, etc., so as to condense the centripetal force of enterprise employees and promote the harmony of enterprise families

5. Establish and improve the brand value evaluation and protection mechanism. On the one hand, we should timely and accurately grasp the results of brand building to provide a scientific basis for decision-making and next action. On the other hand, we should effectively protect the achievements of brand building from adverse infringement and protect the rights and interests of enterprises and consumers

6. Ensure that product quality is consistent with customer expectations. An important feature of a successful enterprise brand is still the high quality of the product itself. Quality is the cornerstone for products and brands to survive in the market. Even after establishing a well-known brand, enterprises should maintain the consistency and continuity of quality for a long time. Printed matter conforms to customers' wishes and has a strong attraction, which makes customers feel that the printing enterprise brand has the quality they expect

7. Technological innovation in quality improvement. The opportunity of innovation is closely related to the life cycle of technology. According to the maturity of technology, technology can be divided into four stages: introduction period, growth period, maturity period and recession period. The introduction of technology can enable enterprises to bypass the research and development stage and directly enter the design and test stage or even the production stage, which can greatly reduce the risk of technological innovation. Therefore, the best time for technological innovation is in the early stage of new technology introduction and growth. For example, many printing enterprises in China have seized this good period and successfully introduced laser Phototypesetting Technology, which has completely changed prepress technology and greatly improved production efficiency. At present, CTP technology, an advanced digital plate making equipment, has been rapidly promoted in developed countries and has entered the trial stage in China. For many printing enterprises, how to choose the best time to introduce this technology has been placed in front of them

the choice of innovative technology must be determined according to the enterprise's own situation. Therefore, the enterprise must understand its own technology type, technology development direction, competitor's technology innovation strategy, and its own technology development ability, so as to determine the strategic objectives of technological innovation - fundamental innovation, imitation innovation, imitation before innovation, or follow-up innovation

8. Implement quality and establish a complete quality assurance system. Quality is the essence and core of a brand. Matsushita Yukiko has a famous mass formula: 1%-100%. In other words, 1% of the defective products produced are actually better than the 6-gear expansion for users who buy this defective product, that is, 100% of the defective products. Quality is the foundation of brand, and brand is the symbol of high quality. Therefore, in order to successfully implement brand management, printing enterprises must also actively build a famous brand quality assurance system, such as the certification of ISO9000 series standards

it is difficult to convert from printing factory to printing brand. Relatively speaking, the factory has less variables, while the brand market has greater variables and greater risks; The factory makes one order and earns one order. The brand not only has a large investment, but also has a long return period. In addition, entrepreneurs in factories generally have a low risk preference, while brands generally have a high risk preference. However, the "journey of a thousand miles begins with one step". Although the road is long, the key is to take the first few steps to reach 12% secondly. After China's entry into WTO, Chinese printing enterprises are facing many competitive pressures, but also opportunities. Printing enterprises should not only focus on the Chinese market, but also grasp market opportunities and target markets from a global perspective

reprinted from: Pudong printing

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