now has to end, individual enterprises have more or less in the formulation of strategic objectives for the coming year. And when I went through to enterprise or even understanding of enterprise, without exception, is the strategic goal was 200 million next year, next year’s strategic objectives is to increase the 2 series, the strategic objective is increased sales next year 30% these seemingly correct strategies are difficult to make our entrepreneurs at the end of the next make a satisfactory answer, why is that? Tan Xiaofang teacher believes that sales can only be described as a goal, to sales targets for the strategy of people, can be a great businessman, but will never be a good entrepreneur!. I talked about business people, entrepreneurs, these two concepts, to be blunt businessman businessmen for the purpose of is to short-term profit, while the entrepreneur is targeted at long-term development of the businessman, is a businessman, but myopia is different. In that case, how to become an entrepreneur? Today, Tan Xiaofang teacher with the topics you talk about brand strategy.
in order to visualize, we start off with a story of a man back pain went to United States hospitals ask how is back pain? Doctors say you certainly have to have an operation to solve the problem, all the United States said you had to do surgery, this person wanted to do it since the surgery I returned to Beijing, he returned to Beijing.
the Beijing doctor said OK, you’ve given me for a walk, maybe there’s nothing wrong with, so the doctor said was there anything wrong with you not back you halt, your legs one long and one short, because actually one long and one short leg causing upward pressure will only increase the back pain.
as a result doctors said I could not to do the surgery, all you need is for you to change a pair of shoes, thick short legs wearing shoes, six months after that went to the doctor that his back pain has vanished. Actually there is something wrong with this man was not an isolated back, but after correcting leg problems people have no problem as a whole.
Tan Xiaofang teacher contact many SMEs believe that business is to address today’s issues, is based on a real future; corporate strategy is to solve tomorrow’s development is based on the future taking into account realities. And the reality is that many small and medium enterprises, indulged in when both of the operation, ignore long-term strategic planning, and road is narrow, changes in the market, gradually lost or even died.
study finds failed mainly because of China’s enterprise strategy, leading to strategic management of the enterprise value of understanding the lack of enough professional managers and enterprises, accounted for more than 60% of enterprise strategic management failure. Summed up, China’s low level of overall enterprise strategy management, insufficient awareness on the value of strategic management, strategic decisions accidental, the blind pursuit of market hotspots, mainly for the following:
blind pursuit of market hotspots, excessive corporate investment diversification;
strategic decisions accidental is large, Lack of scientific decision-making mechanism;
understanding and analysis of blind on the market and competitive environment, the lack of quantified objective analysis;
enterprise strategic plans tend to be a written report, there is no clear practical strategic goals;
enterprise strategic plan to be in the high level of . support and no concrete plan of action;
< P> strategic thinking, but not forming a scientific and effective strategic management and information management system, leading to business strategy a mere formality, could not be implemented.
Tan Xiaofang teacher makes the following the introduction of brand strategy of SMEs 6 big profit (from the short and long term interest, smaller enterprises from a professional consulting firm to help import brand strategy, not only to improve internal management, expand its own influence in the community, can also be absorbed into the greater development of enterprise resources. ) Six major benefits of simple induction is:
1, to concentrate available resources and advantages of enterprise, so that it forms a bomb similar to the enriched uranium materials;
2, through the introduction of professional planning company, detonating a nuclear bomb, releasing various brings powerful shock waves, radiation, maximize capture potential customers and partners;
3, and Spread continually in brand through standardized operations to build up Enterprise Active, efficient, customer-oriented image;
4, internally through the brand of imported, upgrading of existing staff including brand concept and quality consciousness of workers so as to enhance the combat strength and cohesion of the entire team! Import of
5, through brand strategies, attract the attention surrounding environment, and improve corporate influence, in order to get greater social resources; import of
6, a new brand strategy and brand exposure will help drive the company’s existing staff of positive attention, learning, accumulation of brand-related knowledge and information, thereby building a learning organization.
therefore, for small and medium enterprises with low market share, brand and Qian Jing is bright future! But, many entrepreneurs are recognized the problems small businesses how to import the branding strategy?
introduction of brand strategy, first make it clear: this is related to corporate life or death situation, putting the boss directly, all personnel in the enterprises is a real touch! Of course, you can also specify a specific officer with overall responsibility for, periodic or regular reporting to the top leaders of the enterprise! But no matter who is in charge, to all day long, deep and always a moment is no room for complacency, because the brand is a habit! Import brand strategy for SMEs, the most important is to address the following 4 things
1, provided by the professional consulting or professional Tebito overall branding package, fine to process design;
2, pay attention to the plane of propagation and spreading of personnel, but it is the company’s core business communications;
3, and According to Tan Xiaofang teacher experience SMEs should pay special attention to spread advertisement design, uniform rules, standards and regularly maintained; this is the most pragmatic brand communication and low cost for SMEs, the most direct approach;
4, pay attention to guiding staff brand specifications, application branding standards treat visitors, good word of mouth brought more potential consumers;
also, SME brand, without undue haste, Over time, Little strokes fell Great Oaks, as long as there is 2-3-year period, earnestly promote brand strategy based on its core competitive capability, actively improve internal processes, seize the present few opportunities in the market through brand strategies into line with the trend of corporate culture, small and medium enterprises, there is no need for a long time to feel the benefits of brand strategy!
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