American marketing expert Larry Wright pointed out: "Having a market is more important than owning a factory. The only way to have a market is to have a dominant brand." From the history of modern business management, it can be seen that the world's famous companies survive and Development, all rely on brand management strategy. China has joined the WTO, but we must fully understand the special role of the brand and its management in the Chinese enterprises to participate in the global market competition, and improve the competitiveness of Chinese enterprises and their brands. For print companies only, competition is fierce. At present, there are 80,000 various types of printing companies in the country (including small printing companies such as photo clubs and photocopying centers), but there are still rare domestic companies with brands such as Donnelly and Taiyi. How can a printing company establish its own characteristics to distinguish itself from its competitors and how can it attract users with its own distinctive personality? Here is a road to success: establish a unique brand to attract customers and promote business development.
First, the benign effect of corporate brand Corporate brand is the embodiment of corporate values, is a corporate commitment to society, but also the overall reflection of the company's entire process. Unlike corporate branding and product branding, corporate branding expresses the reasons for the existence of a company and represents its unique organizational purpose.
The brand is the embodiment of the company's core values. Some companies have established a good image for their own brand, given a good feeling or represent a certain culture, so that the brand formed a good memory in the minds of consumers or customers. For example, at McDonald's, people will feel a culture of American culture and food outside the brand and will associate it with quality, standards and hygiene. For print companies, prints also need brands, which also reflect the company’s core values.
The product is the material carrier of the brand, the quality is the lifeline of the product, and the brand represents the corporate image. From the perspective of long-term development, companies must work hard from the quality of their products and establish brands to achieve market expansion. The high quality of the printed matter refers to the finished product specifications. The ink hue and the text image are clearly and completely in accordance with the requirements of the customer, and the delivery is on time or in advance, and the rework is less. In the long run, customers will be assured of the products produced by our company, forming a certain degree of trust and loyalty. Our brands will represent high quality and high credibility. As a result, companies will have a backing base when competing with their competitors. At present, the competition in the printing market in China is very fierce. After entering the WTO, a large number of foreign-funded printing companies have flooded into the market. How can we establish a foothold in the competitive market? The author believes that it is necessary to establish a brand concept and use the brand as a competitive weapon in the market.
More importantly, the brand can also produce many benign effects.
1, halo effect. As a leader in the industry, printing famous brand companies will bring beautiful aura to the company, which will have a positive economic impact on the company.
2, magnetic field benefits. Famous brand reputation and reputation have a kind of affinity, attraction and identity with consumers, government, partners and other public. For the printing company, many customers come here. After entering the WTO, a large number of foreign-funded printing companies enter the Chinese market. The government will give a lot of support to the printing brand-name companies and some protection measures, so that the strength of the brand-name is strengthened. Partners (paper, ink, etc.) will also see the brand name effect, strengthen cooperation, and establish a good relationship. And for its public, establish a good relationship. For other public followers, they will be more concerned about brand names, recommend brand names, and create a good environment for brand names.
3, restrained effect. Employees in the printing company also have a sense of pride in working in such a brand-name company. A sense of honor and work harder and harder. The close cooperation between departments is very important for printing. For example, prepress, printing, and postpress in a printing process involve many processes, and one error affects the entire process. Therefore, the employees of each department need to cooperate closely to ensure the quality of the product and improve efficiency. However, this kind of introductory effect of the brand agglomerates employees' energy, financial resources, intelligence, and physical strength, so that the company can be promoted as a whole.
4, propaganda effect. The formation of famous brands can use the brand's popularity to be well publicized in the region and even in the country, and the corporate publicity with high fame reputation is more effective. For example, Shenzhen Yachang was initially known only in the south, but successfully completed the task of printing posters for the Asian Games held in Beijing and became a well-known brand in the country.
Second, how to create a brand-name printing company is not free to create brand, the creation of the brand is a systematic project, is the result of a series of factors linked to the operation. Therefore, if a printing company wants to successfully create a corporate brand, it must make the best combination of factors. In addition, the company continued to leapfrog in the way of brand growth and achieved continuous brand promotion, becoming regional brands, national brands, and even international brands.
1, market research. In order to create a brand name, a printing company must use the market as its basis and conduct investigations, collections, collation and research on various kinds of information such as raw materials, new technologies, market demands, and competitive enterprises, so as to understand and grasp the needs of customers and the goals of competitors. . The art of warfare has a saying: "Know thyself and know oneself, and fight every battle." Only by making full use of market research can we fully understand market new information and lay a foundation for expanding the market.
2, the brand's market positioning. The “brand positioning†of a printing company is to find out the future of potential customer psychology, or to create the brand's relative superiority among competitors, to find the gap in the market, to highlight the brand personality and to be positioned at the center of future potential customers. Therefore, brand positioning has its strategic significance that cannot be ignored and underestimated. The successful market orientation lays the foundation for the development direction of the printing enterprises in the future, and is one of the important factors for the survival and development of the printing company brand.
3. Develop and implement a comprehensive brand management strategy. In the three dimensions of viewpoints, contacts and frequency points, we maintain full communication with customers, and strive to arouse the resonance of customers and realize the harmony and unity of corporate brand image and customer needs.
4. Strengthen employees' brand concept - corporate culture. Corporate culture permeates the company and gives it a unique style. It is a complex body that includes employees' attitudes, beliefs, values, habits, and behaviors. For customers, we can see corporate culture in the employees' conversation and service level. And corporate culture affects corporate image. This influence can be positive or negative. Therefore, it is necessary to establish and implement a complete set of incentive and restraint mechanisms so that employees can truly understand and fully commit themselves to corporate brand creation activities to ensure that corporate brands have long-lasting vitality. For a printing company, corporate culture is also necessary, enabling all departments to coordinate and cooperate. For example, Taiyi Company, a department store in the printing industry, has a preference for Japanese-style management patterns for employees, such as promoting morning meetings, monthly meetings, and organizing full-time potential education, etc., to condense the centripetal force of employees and promote harmony among family members. .
5. Establish and improve brand value assessment and protection mechanisms. On the one hand, timely and accurately grasp the results of brand building, provide scientific basis for decision-making in the next step, and on the other hand, effectively protect the brand building achievements that have been made so that it will not be harmed, thereby protecting the rights of enterprises and consumers.
6, to ensure product quality and customer expectations can be consistent. An important feature of a successful corporate brand is still the high quality of the product itself. Quality is the cornerstone of the survival of products and brands in the market. Even if a company establishes a well-known brand, it must maintain its consistency and continuity of quality for a long time. The printed matter is in line with the mind of the customer, and has a strong attraction, so that the customer feels that the printing company brand has the desired quality.
7. Technical innovation in quality improvement. The timing of innovation is closely related to the life cycle of the technology. According to the maturity of the technology, the technology can be divided into four phases: the introduction period, the growth period, the maturity period, and the recession period. The introduction of technology can enable companies to bypass the R&D phase and go directly to the design test phase or even to the production phase, which can greatly reduce the risk of technological innovation. Therefore, the best choice for corporate technological innovation is in the period of new technology introduction and early growth. For example, many printing companies in China have seized this good period, successfully introduced laser photocopying technology, completely changed prepress technology, and greatly improved production efficiency. At present, the advanced digital platemaking equipment, CTP technology, has been rapidly promoted in developed countries, and it has also entered the trial phase in China. For many printing companies, how to choose the best time for the introduction of this technology has been placed in front.
The choice of innovative technology must be decided according to the enterprise's own situation. For this purpose, the company must understand its own technology type, technology development direction, competitors' technological innovation strategy, and its own technological development capability, so as to determine the strategic goal of technological innovation - fundamental innovation. , imitative innovation, imitation or reinvention or follow-up innovation.
8, the implementation of quality to establish a complete quality assurance system. The essence that constitutes the brand is the quality. Matsushita Yukiko has a famous mass formula: 1%-100%. In other words, a 1% defective product is 100% defective for the user who purchased the defective product. Quality is the basis of the brand, and brand is the symbol of high quality. Therefore, for a printing company to successfully implement brand management, it must also actively build a brand-name quality assurance system, such as passing the certification of ISO9000 series standards.
It is difficult to convert from a printing factory to a printing brand. The factory is relatively small in terms of variables, and the brand market is more variable and more risky; the factory makes a single profit, and the brand not only invests heavily but also has a long payback period. There are also factories where entrepreneurs generally have low risk appetite, while brand owners generally have higher risk appetite. However, "the journey of a thousand miles begins with a single step." Although the road is long, it is critical that we take a good start. China's accession to the WTO, China's printing companies face many competitive pressures, but it is also an opportunity. Printing companies should not only focus on the Chinese market, but also grasp the market opportunities from the global perspective and grasp the target market.