China and India localities. The fourth quarter of 2007, India's GDP grew by 9.3%, while China rose faster, up to 11.5%. China's development is so fast, as well as foreigners living in China will find: China for a year, foreign decade.

This is just the appetizer. In 2004, China's information and communication technology products exports have surpassed the United States, this category includes telecommunications equipment, computers, electronics accessories and audio-visual equipment. According to the existing growth rate, to give China eight years, its researchers and engineers will be the world than any other country.

Although China is looking forward to the future, but only a bright future can only be a possibility.

What makes a country's wealth? The answer is global trade. No country Zengyin closed-door policy and prosperity. If only the gasoline sold to Saudi Arabia, Jeddah (Jeddah, Saudi Arabia's well-known port) of the taxi driver, as it is today Saudi Arabia would not be so overflowing with riches, it is against the world market to sell oil to get rich.

even more powerful global trade, the Chinese economy, China's success on the world market, Chinese enterprises will be determined by success, the final decision on the success of managers and employees.

present, China faces a dilemma: as long as the price cheap enough, anything can be sold in the market; but one country in the world market to sell more and more cheap products, It's economy go up while wages will increase, the original low-cost products will therefore more expensive. This is the world through their play seesaw: where wages rise, where trading volume of global business will continue to decline.

China hopes that its salary levels up? The answer is yes, this is the thrust of national economic development. However, wages increase means that the cost will increase, the country's international trade will drop. By Barbie, for example, as a global brand, Barbie sales in 2007 of approximately $ 3 billion.

20 1960, Barbie doll is produced in Japan.

70 years, Barbie's origin in Hong Kong, China.

80 years, Barbie's origin in the Philippines.

90 years, Barbie's origin in Indonesia.

Since 2000, Barbie doll's origin into China.

We can think of now, China's economic growth will bring? China's wages will be increased, production costs in China will also increase, and Barbie dolls, and another will go in search of its production base.

two different kinds of world trade: merchandise and brand in the long run,Replica Chanel Handbags, no country in the global market Zengyin sell cheap products and become strong, a nation only in the global market in order to create powerful brands up. Let's look at the world a higher standard of living in those countries such as Germany, Switzerland, France, Italy, none of them is in the global market to sell cheap products. In fact, they produced something apart from you or your: German cars, Swiss watches, French wines, Italian fashion, etc..

world has two products: one is a normal product, the other is the brand-name products. Goods can be copied by other companies products. In other words, the only way to sell goods is to set the price lower than its competitors (which is the Chinese goods in the international market over the past success of reasons). Brand is unique, distinctive. Example, consumers can spend much less than the money to buy a Mercedes-Benz to buy a Chevrolet, but most consumers will not consider buying Mercedes-Benz to buy Chevrolet, because

the long run, a country needs to go and sell in the global market a strong brand, rather than goods. To sell commodity-based countries will sooner or later reach a point - its products are not competitive, when its economy will shrink, you want to achieve higher growth rates will become extremely difficult.

South Korea and Brazil, South Korea to get different results in different patterns to make a comparison with Brazil: Many years ago I came to Korea army (Ellis 1940s he joined the U.S. military in World War II). Because Korea was occupied for decades and presents a deserted run-down scene, the largest city of Seoul has no sewage system, no industry, nor any significant product or service can be used to promote economic development. The dirt of the city pulled cattle sold to local farmers outside the city, people call these cars I got first in the local advice is: Do Do not run into the jeep, Today, the Korean economy prospered, the per capita GDP reached $ 24,500 (in 2008 China's per capita GDP of 3313 dollars).

look at Brazil. Brazil was the Last time I went to Brazil's largest city Sao Paulo (Sao Paulo) speech, I saw a lot of outdoor billboards are selling products in Korea: Hyundai, KIA, Samsung, LG. And I went to Seoul when the speech was not aware that there are billboards selling Brazilian products. No wonder Brazil's per capita GDP of only $ 8,800, only a little more than a third of South Korea.

sell commodities are losing money and can make money is the brand. Kinds of coffee in Brazil, to create coffee brands (such as the world's largest-selling instant coffee) countries is Switzerland (Switzerland's per capita GDP of $ 34,000).

how to create a global brand how to create a global brand? First, to make it clear that the local production of products in the factory, the secret lies in the mind to create the brand.

narrow focus, brand appeal in the consumer mind share a word.

Benz.......... fame

BMW......... the driving force

Starbucks....... high-priced coffee

Rolex....... senior watch

Red Bull........ How can energy drinks

occupy the minds of consumers a word? Many people think that marketing is a large-scale advertising campaign the only way into the minds of consumers, is not the case. Into the minds of the best and easiest way is to do in a new class in the first (so that the first effect can stimulate public relations, and public relations is the brand into the minds of more efficient and more performance approach).

the first one a (In fact, the invention of the car is the Mercedes-Benz.)

The first one the

first cup of

first piece of

first tank

marketers often Lenovo is the first what? We all know the situation, nothing. Lenovo computer company bent on doing better, not better brand.

how to do the first lot of companies think that the brand is very difficult to do first, think to do something first must go to the invention can be done with the first irony is actually very easy. The easiest way is to reduce the focus until the consumer in mind yet to find a point occupied by other brands.

in the United States, every fast-food restaurants, family restaurants, fine dining restaurants are selling coffee. Starbucks is how to do? They focus narrowed to only sell coffee, and in order to make Starbucks coffee with the other chain separates the hotel, they decided to sell high-priced coffee. Today, Starbucks has opened in 35 countries, 13 000 stores, 2006 sales of $ 7.8 billion, and net sales accounted for 7.2% interest rate.

major U.S. airlines are equipped with three levels of service: Economy, Business Class and First Class. Southwest Airlines is how to do? Years ago we made it services. Southwest Airlines aircraft does not provide food, do not provide pet care services, do not exchange with other airline baggage, only to fly domestic routes. Southwest Airlines operate in a difficult industry has done very well, years of total revenue in 2006 reached $ 58.6 billion, and net interest rate of 7.5% of total revenue.

7.5% profit margin performance in the aviation industry can be very impressive. Busy making money in the Southwest, the United States has troubled other major airlines. United Airlines (United), Delta Airlines (Delta), Northwest Airlines (Northwest) and Continental Airlines (Continental) are bankrupt. American Airlines (American Airlines) has continued to lose money: Over the past decade the total revenues of $ 90.8 billion, 3.8 billion loss.

in the United States, every pizza restaurants and pizza chains offer three services: Church to eat, takeaway, home delivery.多米诺比萨 (Domino's Pizza) is how to do it? They focus narrowed to only home delivery. Today, Domino's pizza chain is the world's second (behind Pizza Hut back) brand in 50 countries opened 8300 stores, 2006 sales in the U.S. only have $ 3.2 billion.

in the United States, each town has something called Subway is how to do? Their stores sell submarine sandwiches (submarine sandwiches). Today, Subway opened in 85 countries with 27 700 branches, the number of U.S. stores than McDonald's U.S. sales last year reached $ 7.7 billion. Quiznos to push more steps forward: they focus narrowed to the

have been lost by the narrow focus of the proceeds if the new class to be the first approach is very simple, why do not more companies doing it? Why do so many companies prefer to emphasize the expansion, rather than shrink it? Because no one wants to go back, no one wants to cut the development of tomorrow today, some of the business. We have repeatedly suggested

Lenovo cut desktop computer business, focus on hand-held computer, but we all know that this would not happen, because if this means that Lenovo's sales in the short term will down. Lao Tzu once said: In a narrow category where a leader, to cut the existing businesses the types of products or services. The most urgent need to do is to focus marketing efforts to expand the category, rather than to expand the brand. We say Assessment of indicators of success is profit, not sales. Sales with a successful brand is not directly proportional relationship. Many Chinese enterprises have huge sales, but they are not powerful brand.

which the Japanese companies to learn that many Chinese companies are Japanese companies as an example, then we look at examples of Japanese companies. By Sony (Sony) and Nintendo (Nintendo), for example: Sony is a more famous company in 2007, 705 billion in sales, sales of 4.3 billion is the Nintendo 16 times. But Nintendo is a more valuable brand than Sony, it's stock market capitalization is 840 million, Sony is only 47 billion. Nintendo took possession of the Sony is a brand of electrical appliances to do anything. In the long run, Nintendo will continue to be successful, and Sony will continue to have trouble (when a Japanese companies such as Sony invited a British jazz worked Stringer CEO, you know that Japanese companies are in trouble). Chinese enterprises should learn more to Nintendo, Sony, learn less.

In short, China is likely to develop into a strong economy, so that global brand trading, to achieve this change,

[article by Ellis Rees authorized partners (China), marketing strategy consulting firm, Chery and the Chinese translation] Ellis

future business enterprises rely on you to make money? Capacity expansion or brand? If the answer is the former, you have to reflect on your business prospects, because the business by selling the product itself losing money, money is created by the ultimate profitability of the brand, to seize the minds of consumers.

high productivity, low profits may be China's Chery Automobile Company is currently one of the fastest growing companies. Output from zero in 1998 to nearly 400,000 last year, the annual production of Chery at an alarming rate with the expansion of its capacity. Chery is to start a new assembly line to make it annual production in 2008 reached 70 million units, compared with 75% growth in same period in 2007.

be worse, Chery failed to do so as quickly as new capacity to build their own brands. In fact, the production of the car itself losing money, money is created by the brand profitable.

take the United States General Motors, it was the world's largest automobile company, was in the U.S. automotive market share 52% of market share. General Motors Corp. over the past two years, production is 17,037,233 units, the cumulative loss of $ 12.5 billion, that is, every production car on the general loss of $ 735.

can not even rely on the production car GM to profitability, Chery, how to do that? The answer is actually very simple: Chery cars cost more than the car manufacturers in other countries is much lower. According to U.S. newspaper reports, Chery's initial annual salary of about $ 6,000 engineers, general engineers, the same job income 10 times higher than in China. Chery production line workers, the hourly wage is $ 1 more, GM assembly line workers, their hourly earnings are 20 times.

Chery combination of low wages and a large investment of these two factors, this business model is also China's industrial revolution, many other industries to promote the progress of the methods used.

However, this mode of operation is not destined to last too long. A successful industrial revolution will be realized sooner or later, living standards and wages of workers across the board. This is not exactly Chinese enterprises, Chinese people and government targets? Today's work to a better tomorrow.

but unless Chery Chery and other similar companies to start thinking about

focus on brand marketing force Fortunately, creating the brand is not like most Chinese enterprises so difficult to imagine, to do is to become a category in the minds of consumers representatives.

wish from the consumer's point of view brands: In the U.S., if people want to buy an expensive car, they first think of the brand is

consumer awareness of the different brands of motor vehicles as follows:

reliable car: Toyota.

SUV: Jeep.

minivans: Chrysler.

driving pleasure: the BMW.

safety car: Volvo.

expensive cars: Lexus.

prestigious cars: Mercedes-Benz.

sports car: Porsche.

Although there are international automotive industry through the production of different models of car brand to launch a strong possibility, but almost prohibitively difficult. Toyota is the only one to accomplish this feat of car manufacturers (Toyota's success also comes from its use of multi-brand strategy, for example, in the luxury car market with an independent Lexus brand). The best approach is to introduce a car on the market only, or a series of cars with similar characteristics.

sell models is that market forces alone, the best example is Volkswagen. Volkswagen Beetle 1950 the U.S. market, selling only a section, selling only a price: the beginning is $ 1545, standard configuration, the customer need not purchase any additional equipment.

public focus single models, years of continuous upgrading. Their car price is cheap, but very reliable, and soon known as

1968, Volkswagen sold in the U.S. market 563,522 cars, imported cars is in the sales charts, sales volume is the runner-up seven times. It is noteworthy that the general public in the U.S. automotive market share comes from the Beatles that sales of single models, it is sold in the United States a small van, but its sales account for only 9% of total sales. Vision and innovative marketing deal with large changes

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http://finance.sina.com.cn 2005 年 09 月 16 日 18:49 Sina Finance

China Management Consulting Network Weng Xiangdong

just hard to build better at the wholesale level distribution network, suddenly found the retail share of supermarkets increasing; seeing peers into madness through advertising and successful, they would allocate large sums of money to cast teeth, but with little success; two years ago, the channel is king , winning the terminal distribution theory prevails over, many companies in order to control the terminal to build a large sales force, this approach led directly to the network operating costs and marketing costs rose sharply, increasing marketing staff, branch
< br> increase the difficulty of the management structure, reducing the efficiency of even the breeding distribution of branch corruption, many of today bear the burden of corporate self-built channel industry has launched a

This is the Chinese enterprises are facing the market environment - full of variables. No one will deny that China is very active, rapidly changing market, but also with the tremendous pace is not too much to describe. The face of rapid changes in market conditions, only vision and innovation in order to travel in the rough sea security and forever the leading role. Vision on others is to get a first grasp the development trend of the future, especially now that it is difficult to see the signs you have the ability to go find. Innovation is to identify trends based on the trend around with great wisdom to plan a new marketing strategy and management measures.

in the next couple of years, Chinese companies marketing innovation must be in the

the plight of China is the biggest brand - flash in the pan disappeared, advertising one stop sales immediately drop the price much lower than the foreign brands such as nobody cheers fatal flaw. No wonder some people laughing Chinese local That is because the Chinese brand's marketing and communication activities across the East-West, a hammer head and column operations, brand strategy in the absence of non-scientific norms of behavior. Brand strategy and content planning responsibilities is to develop the brand's core values ​​as the center of the brand identity system, then commander of the brand identity system and integration of business activities of all the values ​​(displayed in front of consumers is marketing communication activities), while preferred and efficient brand strategy and brand architecture, continue to promote the brand asset value and maximize the rational utilization of brand equity. If there is no brand strategy, corporate marketing strategy, advertising creative, such as the terminal display and promotional marketing communications activities of daily there is no soul to the commander, as a mess, the lack of a clear center and objectives. According to the letter of Marketing Consulting Co., Ltd. Haijie survey, China's advertising business into the top 100 brands for the professional development of strategic planning and corporate brand management manual is less than six.

depth of communication to the brand's core values ​​engraved on the consumer's psyche. Many enterprises have been complaining about pain, that advertising effectiveness more than ever before. This is mainly because the Chinese market before the competition is lightweight, dwarf son to pick them. Advertising companies dare to vote up the well-known H, brand and credibility with a preliminary sense of security, will be able to continue to suppress competing brands. As a result, many companies will revel in this success, and still adhere to bring these remarkable experiences (such as non-realization of the depth of communication are still several billion sales), which means that the disaster will not be far away. Dominated by shallow advertising can create brand communication and large gains will soon be behind the times. As competition intensifies, the ability to put the interests of distinctive brand promise carved in the hearts of consumers is the key to victory or defeat, the Many brands in China, has completed a brand through advertising the construction of the primary assets (such as brand awareness is high) and today, we should create a more in-depth communication to allow consumers to experience the genuineness of the core values ​​and to seize the minds of consumers as brand-building top priority. Willing to wine in its inception, in addition to with with first-class film and television, newspaper ads, the ivy in the planning process also attaches great importance to communicate the depth of the way, will be willing to brand engraved in the target consumer's mind deep at. Willing to wine and core values ​​as a the courage to Sponsored Golf Club, sponsored the annual Three months later, on the back section 5.2 million Xi'an, Shenzhen,Chanel Outlet, more than 400 million monthly reimbursement ... in Shenzhen, willing also awarded It all comes from closely target consumer, the depth of Zhizhirenxin communication strategy.

had been made in the marketing industry, environmental protection, focusing on natural and harmonious development of mankind, the whole community to meet the needs of sustainable development, that is to achieve market demand, business development and social prosperity of the At present, the Paid close attention to this year's In tourism, food, transport and environment-related businesses such as green marketing, social marketing has almost become an industry standard, and to continue to other industries such as retail, manufacturing expansion. Consumers than ever are mature and rational, not only focus on the brand, the product itself, for they bring environmental, social marketing is also increased attention. But Chinese companies also generally do not attach importance to social marketing. In many Western companies because of their selfish anti-social marketing concept and being spurned by consumers, performance dropped sharply after the bitter experience and even extinction of the road only to social marketing. If the country who are making a lot of pollution, ecological damage, production of instant pleasure products, actions and long-term interests of consumers and society runs counter to the interests of the enterprises are still not awaken to the truth, when it will be business as making the same mistakes as the West, pay a heavy the price. If you think that anti-social marketing, harm themselves because it is not threatening others, and it will boldly go all dry up and eventually will get his retribution! Human tragedy is often ignorant of the interests of others and a minimum of respect. between material objects follow the laws inherent in acting. The concept of social marketing is not unattainable, we also need to follow the high ground, as the new wave of economic opportunity for the Chinese have come from behind, like every social marketing should be an attempt, but a responsible marketing sharps.

comprehensive attention to customer value, change the value of a price war to fight a price war in China and the loss of business to get rid of the plight of the only viable strategy. The value of war is more than the competition for the market to provide customers an integrated value or interest, in order to obtain a competitive advantage. The so-called integrated customer value is customer expectations from a particular product or service to get a group rather than a single interest. Bottled water industry is particularly fierce price war hit industry, but the barrels are Robust rapid rise in the value of war. Robust bottled water is only 1999 Robust Group invested 22 million yuan in a project in less than three years, on winning the first national sales of bottled water market, market share First, the profit performance of the first, from January to August 2002 to 46 million profit in the Danone Group, where all relevant business, was named the world's highest rate of return on investment business. And this miraculous achievement is the Robust implementation of the value of the rich spoils of war. Robust Liu Jian, general manager of bottled water, bottled water, three kings on the interpretation summarized as a strategic core: the , so that these customers resources in our hands, as the Robust brand loyalists, so we have a competitive edge that others can not match. After extensive market research, the basic strategy of Robust bottled water came into being: the high-end market for the target market, the depth of the resources of big brands using Robust against small brand, through the combined value and enhance customer satisfaction to build core competitiveness. Robust development of a personalized service to enhance product value and customer satisfaction, integrated strategy, special barrel sharp differentiation and competitive brand strategy to water ticket , while strengthening internal management, small run, before the rush to establish a competitive advantage in others, and finally occupied in just three years, including Beijing, Wuhan, Guangzhou, Shanghai and other markets, including the national level most of the market, and must Most markets have done the year when investment earnings. This deep into the price war for the enterprise is undoubtedly quite enlightening.

face of competition to a new platform and waited for opportunities post-WTO international brands tigers new challenges, we must clearly realize that lightweight competitive market environment will be gone forever. Many past successful experience will be tied to our shackles. Here we propose Chinese enterprises' strategic management of the brand, the depth of communication, social marketing, attention to overall value But to really use these new weapons since there is a huge problem, the first meeting of many companies do not use these weapons. Or short-term use of these weapons will increase costs discourage many companies, there are many companies reluctant to past glory of the complex, could not help pick up the old weapon strikes. Learn to break with the past, will have a sunny, although there will be a lot of frustration and dignified, but we have no choice.

(Source: Chinese Management Advisory Network)

Saturn failed in truth we often see in other public companies once again staged the story, is one of GM's Saturn series of a.

launched the first Saturn cars S (small car) series was a great success. Saturn dealers for several years, the average sales of more than the other brands. In 1996, for example, the average per Saturn dealer sold 776, the average performance of Honda dealers 684, Toyota 606, Chevrolet is only 237.

but the original Saturn customers in older well-off point after point, how would choose? After all, S Series is a relatively inexpensive small car. As a result, Saturn's management waved his big hands, decided to launch a larger, more expensive L (large car) series. This is not a good chess move. S Series (small Saturn) led to declining sales due to outdated models, L series (large Saturn) can not be optimistic about sales because potential customers feel that

years ago I was invited to the Peugeot car company's headquarters in Paris, the company's management with Peugeot Peugeot 404 models are launched in the U.S. for such a debate. In my opinion: models sold in the same hall. Unsurprisingly, Peugeot overall sales began to decline.

today's Saturn could not escape. Saturn was mighty, now limping, Group President diverted to sell boats, long-term cooperative advertising company also dismissed.

2007, Saturn dealers, the average sales of 520 vehicles, Toyota is 1 821, Lexus is 1 479. Model does not necessarily mean increased sales to follow, but increased internal costs, loss of foreign launch of the brand opportunities.

of life of young single people just starting out, the Saturn is a good choice, but with its age, job enhancement, the increase in income, you want to buy a more expensive Saturn it?

far as I know, including my daughter Laura, including most young people prefer to buy a BMW. The more you run uphill walk of life, the more you want your brand to better reflect the choice of your life with new vitality.

birth to a child after you get married then think? You will want to squeeze into the family Saturn Vue (Saturn SUV) it? Most people prefer to spend money to buy Volvo as Volvo's advertising say, Volvo concerned about your family safe.

in accordance with the general rules of life, then you will divorce. Then what? Children and his wife is left to the Volvo, this time you will buy a Ferrari.

This is what we call a consumers to hold tightly to their brand, took great pains to launch more high-end, larger trucks.

how Saturn was supposed to do? We recommend that it focus on Do not try to do the L series of the S series complement to do is to update the S series, and this should be updated frequently.

grass across the road may grow more tender, but if we are often at the foot of this land fertilization work, you can grow more powerful brand. Do not try to grip and hold your customers, you can not stop them moving on the ladder of life. Customers who have let go of your people, let them go to a higher level of life. Your better option is to take your brand customers

important than understanding why the car sales business but still thinking about how to add new models do? Because they thought it increased sales. But in the long run, the most important is not sales but consumer awareness.

many of the company's existing sales are impressive, but consumer awareness of their almost zero. Cognitive weakness will eventually weaken the company's sales and economic advantages.

to the U.S. market, two leading brands Chevrolet and Ford for example. Each of these two brands have sold hundreds of cars and trucks, cars, but they are weak brands. Why? For three reasons:

1. People on the highway to see the number of Chevrolet and Ford are much more than other brands. Open Chevrolet and Ford decided to buy them when the first thought is: I can almost buy another one is saying the car ah. Why? Probably to get more paste for gold, may also be because of his (her) car sales staff with a very good relationship, or is that closer to the car dealer.

2. Chevrolet and Ford have more dealers, Chevrolet 4 063, 3 711 Ford, and Toyota is only 1 224. It can be seen, then, Toyota dealers, the average three times more sales than the Chevrolet is not surprising.

3. Chevrolet and Ford dealers will get more rebates. Last month, GM dealers sell a car every available award of $ 3858, Ford is $ 3,410, and all of the Japanese vehicle manufacturers to only $ 929 reward.

few years ago, General Motors hired Robert Lutz (former Chrysler and Ford executives) to improve the design and performance of General Motors, he did. The new GM models greatly newspapers and car magazines at home. In fact, the problem is not the car itself, but rather a common brand-building.

year GM vehicles occupy half the U.S. market, it's very competitive brand strategy. Chevrolet is GM launched the entry-level model up is the Pontiac, Oldsmobile, Buick and Cadillac.

Today, in addition to Cadillac, GM's brand-building steps have disappeared without a trace. GM of Chevrolet, Pontiac and Buick to actually embark on the reform path of no return, the last of these three brands have become essentially identical, the internal cannibalism.

now common Saturn or Chevrolet? The answer is both. This is not a good marketing strategy.

few years ago, I was invited to visit the Buick General Motors Corporation, visit the design studio when I asked: entry-level gram. What are the lessons? Chery, for example, we have the following two suggestions:

1. Focus on single models. Perhaps it is QQ, perhaps also in the drawing stage, but not today Chery's management wanted. U.S. newspapers reported that Chery engineers are developing 40 to 50 new models, at least 10 ready to go into production this year, in addition, the company is also developing three new engines.

This is a tragic mistake. Do not depend on the brand to fill production line to complete the contrary, it is focused by single models.

In addition, Chery and Chrysler entered into an agreement to Dodge forget it. Production car is losing money, and allows you to make money is to create a brand. Chery should concentrate on producing their own brand name name of the car.

2. From a better name. In today's market, globalization requires a global brand name. The name of globalization means that it can in the world's second largest language - English in the works. It is not necessarily an English word, but it must be people who can speak English spelling and pronunciation of the word.

Chery (Chery), who inserted the two sword: first, Chery is the English name of the fruit cherry (cherry) variant, and Chevy are too similar, which is the world's one of the most famous cars - Chevrolet's nickname.

Chery should be able to choose a workable English, Chinese words,

[article by Mr. Ellis Rees authorized partners (China), marketing strategy consulting firm, which translates the fact that]

Ellis

cognitive VS can be said that the world of marketing the hardest things to do, because managers and marketing personnel across a gap between the ever, the two groups can work under the same roof, but they look the way business is very different.

managers focus on the facts. When faced with business problems, managers are asked, Why? Where? Who is involved? How the situation like? If you can tell the specific number the better.

marketers focus is cognitive. Good marketing staff do not ignore the facts, but the point is more focused thinking about real problems. The real key is to establish the brand in the minds of consumers have cognitive (or not build understanding).

the facts and knowledge are often separated by thousands of miles away.

lesson many years ago, Coca-Cola, Pepsi did a taste test on the advertising campaign, advertising slogan is: consumers prefer the taste of Pepsi, not Coca-Cola. Pepsi, Coca-Cola's management decided to fight back - although Coca-Cola's sales far more than the opponent.

reason why Coca-Cola lost to Pepsi in the blind test, because it is not Pepsi taste so sweet.

this is not easy? Coca-Cola's management is confident it. So they added a more in the original formula of sugar, and this new product called

Coca-Cola made 20,000 consumers blind test, the results prove that the

Coca-Cola Company announced the launch of Coca-Cola's public relations department was that the

but it did not, there is no media coverage to bring Coca-Cola got a value. In fact, these free rally almost destroyed the brand.

two months later, Coca-Cola company was aware of this error, and re-launch of the original formula, which is now a classic Coca-Cola (Coca-Cola Classic).



many large companies in the United States board meeting, the vast majority of this problem the answer is: dollars, and will sure to get the absolute competitive advantage when the introduction of new products.

If a competent marketing staff to answer this question, he would say: referred to as '7 X number of goods (Merchandise 7X) 'formula has been distinguished to be stored in a bank safe deposit box in Atlanta, now says to replace the formula, which improved with the introduction of the new God as ridiculous. > Speaking of Coke, we know that China's Wahaha Group have also announced the fact to the media: Blind test results, the company launched a very popular than Coca-Cola. Unfortunately, this can only be a

cognition tend to always beat the facts. Over the years, we have been warned beverage industry customers, In other words, the strong brand recognition will affect consumers drink taste experience.

Therefore, products with better taste does not mean to build a better brand, only to establish the brand, consumers will feel the improved product

This is the best I can think of the concept of This is

clear in Miller beer just listed, it's a brand manager, said: beer, refreshing cola, fresh toothpaste, mouthwash fresh, fresh-type detergent, window cleaners refreshing, refreshing deodorant, refreshing deodorant, refreshing cosmetics, clean gasoline ... ... on the market that year There are many fresh products such as these, but they did not create a miracle in the market. In fact, the fact that cognition is always defeated. If you clear your eyes closed drinking Miller beer, you will find the taste is the same as with the ordinary Miller; clear if Miller beer to drink with his eyes open, you will find drinking water against a beer. Bad idea again and again been able to get management's approval, because the strategy and execution are always open to the fracture. Illusions of bad idea's CEO is always complaining about the poor execution. Many managers, politicians, and filmmakers can say almost exactly the same words.

Crystal cola color is brown, it is interesting, Coke's But there is no relationship in consumer awareness, the Coke is red, the beer is brown,gucci bags on sale, if to do with chaos, at your peril.

Wal-Mart Wal-Mart to do high-end fashion retail chain is one of the most successful cases, the world's largest retail giants in fiscal year 2007 sales of 3486 billion U.S. dollars, net of tax net profit of $ 11.3 billion.

But for those who think that Wal-Mart has become known for cheap freight management, everything is not doing well.

Therefore, Wal-Mart's management has decided to: Wal-Mart should enter the high end. It is how to do it? They hired more fashionable Target competitors a supermarket executive; set up an office in the fashion district of Manhattan; held a fashion show in New York; in top fashion magazines - page ads; start selling online diamond ring, some of them single-product prices as high as 9988 dollars.

but to no avail. worrisome.

managers and marketing personnel with the Seine between the gap as wide as it is split between the facts and knowledge.

right bank is in any case adopt a rational, sensible way of management, they often focus on the product itself. They stressed that perception. We look at two major U.S. auto makers - General Motors and Ford management and marketing were to send the battle occurred on the know. Troubled General Motors has a big load of problems, proposed solutions often have several baskets: product improvement, cost reduction, lower price. These programs to see that from the

fact is the last word - need to make important business decisions, managers will always look to make the Marketing is lack of logic, but few managers know this.

how to change the perception in China that many Chinese managers are Japanese manufacturers as a model of success: Japan in just a few decades in the end what happened? This country after World War II, the economy was almost completely destroyed, but several years later, Japan is already an economic superpower. People generally think that this is because the quality of Japanese products, so consumers around the world are more willing to buy Japanese goods, such as Sony, Nintendo, Toyota, Honda, Nissan.

inference, Chinese enterprises must continue to produce high quality products, such as Lenovo, Haier and other Chinese brands are also able to slowly become a world-renowned brands. This is not true, we should say just the opposite: first of all have Chinese brands on a global scale to be successful, people will think that China can produce high-quality stuff.

It is because of the success of Sony and other brands, consumers will think that quality Japanese products.

It is because of the success of Rolex and other brands, consumers will think that a world-class Swiss watch production.

precisely because Mercedes-Benz, BMW, Leica and other brands successful, consumers will think that the Germans do the sophisticated technology products.

It is because of Prada, Gucci and other brand's success, consumers will think that the style of Italian products with the essence of fashion.

cognitive development is specific to the particular. If China wants to be a global consumer awareness for the production of high quality products of countries, then there must be the first Chinese brand to succeed in the world market and reputation.

brand building also follow the same pattern, not because Sony introduced a bunch of high-quality electronic products and become a powerful global brand. Sony products to be made only through a powerful global brand: transistor radio. In fact, Sony launched the world's first transistor radio, this product is so compact, the Sony it is called

this pocket radio allows Sony to build a brand, then it introduce other miniature products, such as the first mini tape recorder - player (Walkman).

Haier should do it. Do not try to pile the world market such as: refrigerators, air conditioners, small appliances and other such products, but should focus on a product, and it must be a category in the first product.

established brand of magic in the end is what? Public opinion or public relations. Done in a specific category in the first, usually automatically trigger a large number of public opinion. Only What products are produced which are now well-known companies, almost all from the inside in a product or service to become the first brand began.

General Electric introduced the world's first electric light bulb.

Xerox launched the world's first white paper copier.

IBM introduced the world's first host computer.

Intel introduced the world's first microprocessor.

Microsoft launched the world's first 16-bit personal computer operating systems.

name has nothing to do with the name does not matter, important is the product itself - This is a common notion, is a fact, is a typical management style point of view - we often hear in a variety of different board meeting management of the enterprise through a variety of ways to express this view.

When the United States Eastern Airlines (Eastern Airlines) operating at a problem, I told the president at the time - Frank Portman (Frank Borman), perhaps the problem lies in the business name itself. Mr. Portman said, you overlook one fact: the name behind the 47-year history, common sense tells us not to change a name to use for 47 years. Eventually, Eastern Airlines was soon closed down, shoot the company went live to 60 years filed for bankruptcy protection.

Atlanta investment group had tried to raise $ 550 million to the airline back to life, and was named the Name of the poor, or worse, after the gold-plated, you can not count on another

Haier in China may be a good name, but it is a poor global brand name, most English-speaking countries, people do not even know how to read or to write it. Lenovo, Tsingtao beer brands they want to go global, first of all face a similar obstacle, and that is bad English name.

Eastern Airlines how to do this I should have used a lot of time to convince the management of Eastern Airlines: On the west coast of the airline to fly a while, the

Eastern New York is rude, rude, rash and other acts of synonymous (Eastern is difficult to survive, rapidly changing, almost no time to care about life, the graceful place). Senior management seem to have overlooked a subtle aspect of marketing.

Eastern Airlines should change a name? People will think: even changed the name, it is that airlines ah.

my suggestion is it? Merged with Western Airlines, to create a name for the replacement of reasonable grounds. And the two companies after the merger will be treated as , but the company does not need a new name).

American Airlines Viru (ValuJet Airline) used a similar strategy. Viru was established four years after the crash in the Florida Everglades has a DC-9, 110-bit machines personnel were killed. U.S. Department of Transportation Federal Aviation Administration (FAA) investigation is completed, Viru's safety and maintenance program, ordered to shut down 15 weeks, which brought almost to the Viru disastrous negative public opinion.

year after the acquisition of cross-Viru Air Airlines (AirTran), the combined company will be renamed the Over the past five years, the airline profitable year after year, only a few airlines can match. Viru, most people have forgotten the name.

lawyers, accountants, marketing people have three kinds of people What is the difference? If legal issues, management will consult with a lawyer and to adopt their recommendations; if accounting issues, management consulting and to registered accountants to adopt their recommendations. However, if you encounter marketing problems, the management with the marketing department that we would do in their own way, marketing is just common sense to solve the problem. Speaking of common sense issues, in this respect no one can know more than the CEO, right? The reality is this. the history of American advertising

creativity in the most famous one is the vanguard of rock music magazine -

half of the screen advertising is that people always think of Take one of the ad, the one old Volkswagen minibus with psychedelic peace symbol with the re-designed packaging to display the

However, we believe that many readers are more likely to see ads of

cognition is to play a role in the way. Change the perception of life's most difficult one of several things. When cognitive and simply ignore the fact that the management when they are not so much solve the problem, but rather that they are asking for trouble.

[article by Mr. Ellis Rees authorized partners (China), marketing strategy consulting firm understanding of your brain translated] Iris

about the human brain is divided into two distinct hemispheres , head of the left hemisphere language, logic and analytical thinking and other activities, and the right hemisphere dominant visual sensory, emotional, and holistic thinking. People's thinking is always subject to one side of the brain to the dominant hemisphere to dominate, some people with left-brain thinking-based, some people think the main places right brain. In essence, this is human behavior and a significant feature - some people left-handed, some right-handed people are the same.

you of what kind of situation?

If you are a corporate CEO, you are likely to be left-brain thinker. Managers usually have excellent verbal skills, logical thinking and analytical thinking skills, making decisions, they need facts, figures, market data, consumer research and other support, otherwise, there is no bottom line of the final measure of the standard.

If you work in marketing, you are likely to be a right-brain thinker. Marketers focus on the visual sense, emotional and holistic thinking, they usually rely on discipline.

know your way of thinking left brain thinking about thinking people prefer text, but with right-brain thinking of people like visual thinking, this is a different hemisphere to think of another significant difference. When a management official speech, he (she) usually standing on the podium next to the board read the contents of documents or tips. If it is a marketing staff speech, he (she) will stand before a screen, slide presentations more visual sense. Despite a habit of left-brain thinking managers will use slides, but no real visual effects, only some of the text only.

the written expression of right-brain thinkers are intuitive in their letters or e-mail often with some concise words, a sentence can express a complete thought. Left brain thinkers are text-oriented, so they usually also a good speaker. Right-brain thinkers are usually very well may be the author of Why? Because the arrangement of words on paper in a text is not so much challenge, in fact, more like a visual challenge.

Well, you is which situation?

You might think you can control your left and right brain thinking the same flexibility, but studies have shown that in fact this is not very realistic. Many people are considered to be balanced using the right hand (for example, can play baseball in the right-hand man of the hitter), but in fact they are left-handed, after a long-term training to flexible use of his right hand. And vice versa.

balanced use about half of the brain, is almost impossible for ordinary people, you can learn how to practice using half of your brain that is not common, but to do so while equality is basically impossible, a priori will determine your life is in the left brain or right brain thinker thinkers.