In this era of information explosion, various concepts are overwhelming, and anything that is not understood can be found only by Baidu or Google. This is the convenience that the network brings to us; on the other hand, written introduction and analysis bring The negative effects are also obvious: it is easy to talk on paper. It is understood that since Rees and Trout founded the positioning theory until now, the word positioning is almost mentioned by people in the marketing industry's books and marketing circles, and of course, the "brand". It seems that “positioning†and “brand†have become a golden bar, and you can make a stone. Everyone, from business people to marketing planners, Zhangkou brand, closed position, it seems that without mentioning the brand and positioning, it can not highlight its own professional and height. Today, Gao Renjia said what is a brand, what is positioning, how to build a brand, how to position it, tomorrow, Gao B also said that this is a brand, so to locate, so create a brand, etc., let the enterprise's decision-making cloud In the fog, I am at a loss. Is the understanding of the essence of the brand important? Of course important! Is positioning important? Of course it is very important! However, the brand is not said, positioning is not a few meetings for us. It is ok to set a resolution. All we do is brand planning and positioning. How to achieve brand planning and positioning is real. The down-to-earth action, stopping too many “brands†and “positioning†and unnecessary talks is especially important for SMEs with resource disadvantages and “food and clothingâ€. So what should SMEs do is not empty talk? How do you go to action right away? Before we talk about this, let's take a look at how the Red Army, which was at a disadvantage, was doing it. We know that the higher ideals and goals of the Communist Party of China are to achieve communism. However, China and the Communist Party at that time were extremely weak. It is obvious that communism is a very empty and far-reaching goal. Therefore, since the Nanchang Uprising in 1927, a revolutionary army led by the Communist Party of China was established. At that time, the Communists did not only stay in the slogan of screaming communism, but first "play the local tyrants and divide the fields" and implement the agrarian revolution. The reality of the line has won the support of the people. During the Anti-Japanese National War and the War of Liberation, the Communists put forward the slogan of liberating the entire Chinese people. Until the early days of the founding of New China, they proposed the slogan of liberating all mankind. After the reform and opening up, we proposed to build a well-off society, achieve common prosperity, and achieve the four modern development goals. We have found that the Communists have very realistic and practicable goals at all times, thus gaining stage victory and the support of the masses. So what can we learn in this process? 1. Our SMEs need to have a clear positioning to achieve this positioning as a goal. Positioning is a goal for the foreseeable future (and of course not excluded), this positioning needs to be broadened to play to find a suitable position. The "appropriate position" here needs to have scale and achievability as reference coordinates; 2. Once the positioning of the enterprise is determined, it needs to be promoted and instilled throughout the enterprise, and appropriate analysis work should be carried out. This is a step that many enterprises lack after the positioning is completed. Some enterprises are only limited to the knowledge of several senior executives of the company. Even some enterprises simply do not recognize and understand their own positioning, let alone the majority. The middle, the backbone and the general staff. In fact, if done well, the advocacy role of the company's positioning is immeasurable: first, positioning and advocacy can help the corporate culture build a sense of belonging and pride among employees; secondly, the company's positioning is to depict the employees' work goals. A good and meaningful future; once again, the recognition and understanding of employees' positioning of the company is conducive to employees' more positioning in the workplace, such as: attention to product quality, service to customers. 3. Establish an operational allocation that is appropriate to the positioning of the enterprise. That is, how to do it to get to that location (positioning). "easy to say, hard to do"! Especially for small and medium-sized enterprises, they are always faced with the problem of survival. At this time, the importance of the phased plan of positioning strategy is highlighted. How to achieve phased goals proactively, flexibly and in a planned manner is a more realistic choice for many SMEs. In a big way, it includes strategic phase plans, such as: strategic defense phase, strategic stalemate phase, and strategic counterattack phase.
From the tactical level, it includes: product research and development, perfect production and supply system, perfect marketing organization, channel development, creating a base market, and building a strong regional market. From the specific operation, including product packaging, price setting, channel policy, terminal material design, promotion planning and so on.
As can be seen from the above, for SMEs, we should spend less time doing unnecessary talks and spend more time thinking about how to do it. The brand is not said, it is made, SMEs, from now on, please stop talking, act now!