Differentiation. This is easier to understand. We believe that no matter what kind of differentiation, we should fully consider the factors of competitors and customers on the basis of revitalizing various marketing resources. Because the fundamental purpose of adopting differentiation strategy is to create a stronger advantage than competitors and win the recognition of customers to the maximum extent. From this perspective, our understanding of it is relatively clear, and its forms include:
Positioning differentiation. It mainly includes brand positioning, industry role (competition orientation) and so on.
Differentiate. It mainly includes the differentiation of consumer communication methods (demand orientation) and the differentiation of marketing execution system, mechanism and staffing (competition orientation).
Personality differentiation. It mainly includes the differences in product packaging, additional services, brand personality (demand-oriented) and brand name, function and selling point (competition-oriented).
Vivid. Dynamic brand marketing emphasizes vividness, that is, all the promotion means, methods and modes around products must come out of excessive commercial promotion. From the perspective of national participation, it emphasizes fun, entertainment and interaction, and the integration of personality and excitement makes it easy to attract investment. At the same time, the two sides maintain coordination and add dynamic balance elements such as understanding and friendliness in communication. In the past, many enterprises made a lot of money under the banner of benefiting the people. What is free, giving away, winning prizes, etc. Very famous, but few respondents. Even if someone participates, it is just a little benefit promised to you, just a pleasure. For the promotion of product brand sales, it is useless except wasting life and money. On the contrary, engaging in some meaningful public welfare activities that the public likes, not big, small and diversified, such as collecting advertising words, essays, calligraphy works and life speeches related to product themes, can quickly enhance the popularity and reputation of products. Get the maximum effect at the least cost.
Humanization. Dynamic brand marketing emphasizes that product marketing should always focus on the theme of humanity and affection, and change "please come in" into "go out". In the past, enterprises often claimed to be after-sales service and followed up regularly. However, such a way of communication through telephone lines is far from satisfying consumers' increasingly critical consumption psychology, and it is also difficult to achieve a dynamic balance between information acceptance and feedback. Walking into the consumer's side to listen to their voices and provide them with close family communication not only meets the psychological needs of consumers, but also meets their spiritual needs. Once these two aspects are balanced and satisfied. Still worried that consumers will not become loyal customers of products?
Wuliangye, a wine enterprise with a history of more than 20 years, has gradually grown into a "giant" of Chinese wine enterprises, which is undoubtedly a clear, definite, accurate and powerful strategy. By observing and analyzing the marketing strategy and brand strategy of Wuliangye, we can see three levels:
Basic level: quality strategy. This is the basic strategy that Wuliangye has always adhered to, and it is precisely because of the persistence, stability and continuous improvement of this quality that Wuliangye's subsequent strategic actions are supported;
Market level: brand development strategy. China has a large market, and the uneven regional development is obvious to all. Developing a large number of brands can not only occupy market share and expand market scope, but also be an offensive strategy to spread brand core values. From this level, it can even be understood that the sub-brands of Wuliangye are mostly "living advertisements" of Wuliangye: the development and management of corporate brands can not only have practical benefits, but also spread brand value and enhance brand intangible assets. This strategy is very creative and aggressive;
Brand level: From the perspective of brand communication and management, Wuliangye's advertising creativity only stays at the stage of establishing corporate image, and there is no vivid and moving brand value proposition. But it is this "comprehensive" communication that leads the "basic strategy" and "brand development strategy" under the banner of corporate image communication, so the brand value strength of Wuliangye is unprecedented.
As a strategic leader in brand development, Wuliangye has gained strong growth. However, the follow-up and follow-up of the brand "brand development" of other famous wine enterprises have put themselves in an embarrassing situation. On the one hand, the wine enterprises that followed Wuliangye for brand development lost their own strategic characteristics and the unique value of products and brands; On the other hand, none of the "sub-brands" developed with this strategy can reach the management level of Wuliangye's "sub-brands".
Obviously, this method seems unable to make wine enterprises go further, and it is urgent to find their own brand marketing strategy.
In practical application, dynamic brand marketing is not only to build the internal core competition system of wine enterprises through differentiation, but also to show and extend the added value of products and the emotional effect of cultural connotation through vividness and humanization on the external level. At the same time, it is possible to achieve a unified balance recognized by both parties and broaden the living space. We know that marketing is a behavioral process, which needs to be implemented to show the effect. Only through continuous dynamic exchange can we truly realize the double harvest of efficiency and benefit.