Enterprise Survival Strategy

There are 1 billion 400 million people in China and 6 billion 500 million people in the world. China has too many old brands and sticks to the regional market. It can only be regarded as a sign. What is brand? Brand must withstand the test of time, brand is vitality, brand should reflect common value, brand converge emotional interaction. The author defines: brand is life body, brand meets individual needs, and brand realizes interactive value. Standing in today's global village view brand, brand is recognized by the whole world.

First, strategy.

Brand has also experienced four seasons of cold and warm. 2008, it has been very cold for most people. Ambition, rule, unity, competition, pursuit, looting and so on are the survival rules of the animal kingdom. Of course, animals also know how to live in harmony. Can we find a perfect survival rule in the animal world? The survival of enterprises in traditional marketing mode is not enough.

Old businesses can learn eagles. We all know that eagles live to the age of 30. They will pull their wings and claws and break their beaks and endure hunger. Until the new feather, sharp claws and hard long beaks are produced, the hawk can survive for 30 years. The eagle's new life is spring! I think we can think about the spring of Chinese enterprise brand from the following aspects.

01, the living environment.

There is an old saying in China that "man can conquer nature". In the polar regions of the ice and snow, penguins gather in circles to warm each other, and quickly move the penguins around the periphery. The earthquake proved that people with love and conscience all over the world are well versed in the principle of mutual help. Enterprises learn penguins to warm up and achieve brand's spring!

02, consumption desire.

The earlier production of enterprises was the mode of "supply, production and marketing". After that, market competition increased, commodities became homogenized, and gradually developed into "customized demand" to "stimulate demand and create demand". In different periods, different environments and audiences, products become commodity changes, just like lizards protect themselves and change colors with their surroundings. Recall the winter of 2004 in the service of Huang Ming solar energy brand, the author proposed multicolor product strategy, that is, innovation meets consumer desire. Enterprise learning lizard discoloration achieves brand spring!

03, product mix.

We often compare a brand to a person. If we regard "Guangyao Wang Laoji" as a person, what kind of person is it? I believe that Wang Laoji can not just be a person, as a "Wang Laoji family" image, also is the "brand activation" to take a series of products, multi brand line.

Involuntarily reminds us of the Superman family, the Hercules father, the elastic mother, the invisible elder sister and the Scud brother. In nature, we can see a starfish split into several starfish, and earthworm regeneration after subsection. Enterprises learn the spring of starfish fission to achieve brand!

04, creative marketing.

Before a master who said "no idea to die", how terrible is a layer? How old is it? The old name has been like a silkworm cocoon, which has built a small world of golden old signboards. Old brands need to be transformed, like cocoon spinning, dyeing, weaving, and making colorful satin. The brand of sports shoes is being launched in the whole DYA creative activity around the world. Pepsi Cola launched in China "I want to serve cans, for China's Olympic Games refueling" marketing war, that is, innovative marketing. Enterprises learn cocoon flying silk to achieve brand's spring!

05, corporate culture.

Chinese culture is broad and profound. The spirit of Chinese enterprises lies in the shaping of corporate culture. If an enterprise shouting slogans without paying attention to learning and upgrading, it may expand rapidly, but the ending is also short lived. The construction of corporate culture requires patience, care, accumulation and reflection. The advanced culture should be applied for learning, whether it is "middle school as a body, Western learning as the use" or "Western learning as the body, and middle school as the use". The return of culture lies in the memory of the bones. The turtle lays eggs on the beach, lays eggs, and then covers up the sand. When the little turtle hatches out of the sand and rushes to the sea, after a few years, the little turtle grows up and returns to the real estate egg.

The company is recruiting employees every day. There is nothing more than adults. They may lose quickly and need to reserve staff. I once worked as an adviser to a company where more than and 400 people resigned one day. How to retain the hearts of people? How can we share porridge with employees? How can we solve the problem of "bait" for Han Xin? The personality charisma of the boss is the root of corporate culture!

06, industry benchmarking.

Chinese merchants' old saying "honesty is the foundation". Founder It is urgent for those who are eager for quick success and instant benefits to ask themselves what they call "business and business". When a man breaks his throat, he will suffer from it. Even when he meets a crisis, he will break his tail. The past has become a history, and it should be cut off like a "warrior and a knife." even if billions of eyes are watching over you, making mistakes is like a mirror to us. Any industry needs standardized operation, and it needs the leading enterprises to lead the development of the industry.

I remember the 03 year white paper on Wan Jia Le initiative. The 04 year's solar energy water heater standard is the action of the leader. Now that we have a set of standards, we must be willing to let go of old ideas and narrow patterns. Enterprises learn to break the tail and achieve the brand's spring.

07. brand Promote.

In spring, everything is renewed, and new shoots sprout from old branches. When we sow and sow, we need to think deeply about the deep tillage while we have clear objectives, and we need to innovate our traditional ideas. Plants can be grafted. The renewal of Vanke brand marks the innovation of Chinese traditional brand history. Is your corporate brand logo a typical product of 80s?

We can also see that there are many survival strategies in nature, such as "golden cicada" and " Dragonfly aquatic "Dolphin dormancy" and left and right brain rest. All kinds of things can be the "spring" for the sustainable operation of enterprise brand. It is a long and long way to realize the marketing transformation of the eagle.