 [CNDSN8] (18 days) (Ouyang wenzhang written in the development of the enterprise development can not be separated from the brand building. Direct sales enterprise brand construction is good or bad, also directly affect the customer's perception, loyalty. I think, Internet + will help direct sales enterprises to achieve the effective communication of brand value, so as to grasp the initiative of direct selling market.
Some problems existed in the brand communication of direct selling enterprises
At present, the brand building of direct selling enterprises, after more than 20 years of hard work, has made remarkable achievements. However, the brand communication of direct selling enterprises still exist many problems, which cause little influence on society.
Direct selling enterprise's product sales need good product quality, good marketing strategy, brand communication for the establishment of product reputation has an important role, but now part of direct marketing companies on brand communication misunderstanding, resulting in a lot of problems in the implementation of specific operations:
First, brand communication channels are relatively simple. Some direct selling companies in the brand communication media selection is too narrow, just pay attention to the reputation of direct marketing personnel and the role of traditional media, the Internet era of new media, the specific application of no specific planning and thinking. Part of direct selling companies in the brand positioning is too one-sided, some direct marketing companies to carry out the so-called global promotion, but only on the foreign market, ignoring the domestic market brand, brand foundation is weak, the domestic consumer products are very few, the impact of domestic sales, which in turn is the focus of the domestic market, a single spread, not the formation of the domestic market is not conducive to the establishment of corporate brand and reputation.
Two is the lack of brand communication continuity. The construction and dissemination of some direct sales enterprise market brand is less, the lack of sustained, in the confrontation with competitors is not enough stamina. All kinds of brand resources have not been effectively integrated, the dissemination way and the way of the lack of system management, brand promotion lack of overall planning, which leads to the low efficiency of communication, the effect is not obvious. Brand awareness is weak, lack of brand management personnel and organizations, leading to late brand communication "deserted" situation.
Three is a weak brand communication. Communication is a link between the brand and consumer, communication is an important means of consumer awareness of the brand, the spread of brand awareness, spread to establish a brand image. In the strategic environment of brand communication, brand is becoming an important factor to influence consumer purchase choice. Therefore, from the multi angle, multi angle, multi-level to comprehensive planning brand integrated marketing communication strategy and tactics, the establishment of three-dimensional transmission mode, the full use of new and old media, the dissemination of the characteristics, the establishment of multi-level media. Now part of direct marketing enterprises in the dissemination process of the existence of weak transmission, the spread of coverage is limited, the duration of the spread of the phenomenon, a serious impact on the effectiveness of brand communication.
"Internet +" the new media to direct sales enterprise brand communication is very helpful
"Internet +" provides the soil for the rise of new media. BBS, social, (micro blog) blog, online games, search engines, digital magazine newspaper radio, mobile phone text messages, mobile TV, digital TV, touch media, such as the use of cable or wireless channels can be called new media". Compared with newspapers, outdoor, radio and television, the new media has four traditional media, which is characterized by "carrier novel", "equality" and "interactive communication", which is also called the "fifth media" ".
Internet + under the new media, brand communication is a great help to direct marketing companies. Relevant data show that there are currently hundreds of millions of Internet users, mobile phone users nearly one billion, the popularity of digital TV, digital TV coverage, so that the media everywhere to become the characteristics of the times, consumers get direct marketing companies and direct product information channels showing a diversified development trend. More and more young people are spending power, are beginning to get the latest information through mobile phones and networks. With the development of social media and micro blog, consumers in the control of direct product information, but also can be a direct marketing business news, the producer of information. Through comments, speeches generated by word of mouth information transmission, the speed of direct corporate brand communication is more than the traditional media can not match. This is not only an opportunity, but also a big challenge for direct selling enterprises, so it is possible to face the supervision of the whole society.
New media coverage in the breadth and depth of the user, it may still be difficult to compare with the TV and print media. However, the new media audience has the vitality, fashion, high education, high purchasing power, new consumption ideas and other characteristics, but also the most likely to be impulsive, active direct selling products. From the perspective of the audience, the main role of the new media is the 18-50 year old young people, particularly concentrated in urban management, white-collar workers and migrant workers, students, etc.. They believe that seeing is believing, but also the direct sharing of experience, but also willing to publish, share and promote their own feelings through various forms, with the dual identity of the audience and the executive. For direct sales companies, the new media directly brings benefits to two aspects: first, in the promotion of its own brand, can achieve point to point propaganda, such as mobile phone download and browse, social networks, such as the theme of subscription, compared with the TV media and print media, the audience's direct arrival rate is higher. In particular, the network media can also be based on the user's online behavior of Cookies positioning, to achieve precision marketing. Secondly, the interaction and feedback is more direct and convenient. Traditional media more embodies the single function of the transmission and broadcast, while the new media in the information transmission, but also the implementation of feedback tasks, and guide the audience to express their own initiative, intuitive, real-time, so as to ensure the depth of direct sales business brand communication effect.
Through strengthening the application of new media to achieve brand effectiveness of direct selling enterprises
In the direct marketing companies for brand building, a brand to do a good job, the two to do a good job channels. The process of building a brand is in fact the process of meeting consumer needs, mastering and fitting their mental models. "Internet +" in the form of new media propaganda and different ways than traditional media, direct marketing companies in the process of re understanding of the brand, to do a good job in brand improvement and refresh, confirm the content for the new media release, and strive to achieve a certain emotional dependence on direct selling companies and their products. Of course, for a lot of direct sales companies through the traditional media to achieve brand awareness, in recognition of new media release content, do not have to change, but to achieve the past, better than in the past, so as to ensure that direct sales companies in the new media brand marketing has a historical continuity, to ensure that direct sales companies continue to sound development.
Brand communication is to be achieved through the channels, new technologies, new media means to make it up to the pace of the times. Direct marketing enterprises in the new media environment to spread the brand need to follow the four principles: first, focus on features. The new media in the propaganda, the direct business to show a different from the characteristics of competitors, which can be embedded in the product concept of direct selling enterprises, showing a vitality to the attitude, and with the help of the United States to share, the event called the impact of more people, a good social reputation. Two is to pay attention to quality. New media release means rich and diverse, different direct marketing companies can choose to try, such as: community marketing, micro marketing, etc.. Three is to pay attention to culture. Products and services to enhance the value of the brand through the brand, must have a good culture as a support. Although the new media forms, the content can be straightforward even simple, but still in direct selling enterprise culture. Four is to pay attention to emotion. Different from easy to copy, beyond the scale, price and technology, direct corporate brand because of cultural connotation and value orientation, you can pass the emotional, to achieve inspiration, so that the direct exchange between direct business and consumers become more direct and transparent, giving the latter more words, so as to cause the spread of two or more, so that the concept of brand real penetration.
Direct selling enterprises to innovate thinking, the use of new media to enhance communication with consumers, to achieve the effect of brand communication. Direct selling enterprises set up special or specific departments specializing in the execution of specific brand strategy, brand building around the needs of organizational structure set up. To have a good implementation of the team, the composition of the new media and its staff not only to understand the IT knowledge, etc., but also in the product, communication, culture has a good foundation. A very good strategic positioning can give direct sales enterprise brand in the direction, direct sales enterprises to establish brand strategy and to develop the promotion plan according to the annual plan, ensure the effect. In the plan, to effectively distinguish between new media and traditional media, high targeted to refine. Direct sales enterprises in various departments, the staff should have a win-win cooperation between the awareness, such as the direct face of the consumer market sector, to timely feedback information, especially some negative comments and complaints. And in the process of interacting with consumers summary data, analysis of the problem, so that direct marketing companies in a timely manner to understand the needs of consumers and consumers, to capture the behavior of consumers on the media choice, improve marketing accuracy, to help planning and other departments to adjust the communication strategy. Direct marketing companies to use the new media to spread the brand, to achieve internal and external consistent, consistent and consistent, to ensure that the direct selling enterprises to form a strong brand of competitive advantage.
(the author is expert of the expert committee of the Chinese market society).
Editor: Wan Wan
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