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1、1Dealers brand marketing roadNo brand, no core competencies, all caught in a speculative or bandits operating style confused. Dealers regardless of the strength of weak, if not brand development ideas, the gradual decline in the market eventually. Brand development here refers to the dealer how to c
2、reate their own commercial brand and business position. Fact, on the dealer brand development issues, is not a new topic, cliche, but for many developing dealers, whether How to brand management and operational, is still very vague and even there is a great confusion. Locate a reseller of brand deve
3、lopment is inseparable from the core competitiveness Dealers should be shipped to the brand, the first based on the opportunities and threats own strengths and weaknesses as well as external competition, determine what you can and can not do, and what competitive advantage is what will give partners
4、 to provide value and services. clear positioning can boost the core competitiveness of dealers quickly embarked on the fast track development of the brand, rather than anxious confused wandering in 2the former way. clear positioning the core competitiveness of the rapid integration of resources can
5、 promote dealers, create a unique and differentiated business platform and positioning the organization through this core competitiveness manifested, collaborators and consumers in order to win the attention and trust in the industry value chain to maximize the game. Case I: Fujian Wei Huang food co
6、mpany based mainly in food agency early 2004 entrepreneurs are also facing difficulties without good brand driven, with sales of 6,000 yuan a month, after eight years of hard work, and now the companys sales reached nearly 2 one hundred million if the dealer according to the conventional model of de
7、velopment is simply select the brand, to find the second installment, the end result can only be a porter, let alone beyond the local dealer big in the early days, the companys two Created by Chen Wei Li and 黄纪煌 did not choose large distribution way, but starting from the supermarket, all the energy
8、 and manpower are placed on supermarket. By doing supermarket, the price to sell up, hold up the price, and then gradually develop secondary Batch An 3advantage of this is that the price is firm at all levels to ensure profits, while also preventing the consequences because the initial price of the
9、second installment chaos caused by the product of premature death. addition to changing business models, Wei Huang also emphasize doing trade enterprises is to do service, combined with the assessment of customer service and staff, the service concept to pass through the system to every employee in
10、the Wei Huang, general manager of the company to the next to the employees card has a complaint call, If customer complaints, then either rise or employees shall be deducted bonus will be more important is the companys sales team Huang Wei, executive power is very strong, there was a Ganpin momentum
11、, this team is also known as the lion under the leadership of Wolves , it is to let competitors headache. unique sales, refining the concept of service, excellent team, so Wei Huang company quickly developed from a small unknown company to become the most competitive local dealer company . Case II:
12、Hebei Shun Xin famous city very impressive, because of its unique advantages in institutional sales channels, this 4famous city construction immediately, there is no product to do, there is no network. Was doing the second installment or find a second-rate products do distributor ? in determining th
13、e direction of development, the company Xu faced with the choice, If I had to select one of them, Im afraid we did not today, After careful consideration Manager Xu, did not choose to do traditional marketing approach, choosing instead to make the city famous, from Customers cut channels In this pos
14、ition, all activities Shun Xin buy wines all around the city to do in two years time, the city became famous Shun Xin Wuliangye, Maotai, Jiannanchun, Luzhou and special regional wine brands Dealers addition to innovative way of doing business, but Xu has also initiated the construction of the team i
15、n his view, the city is the first step to make wine, is to lay the foundation of the companys development process, the next to go further, we need to do mainstream brand agency Now the results will be the future of the capital. Case III: Hefei Xiqingfang marriage business model and core competence i
16、s expanded around the wedding market. Xiqingfang general manager 张智春 is an alien who is 5not only limited capital, limited connections, people do not want him to focus on the main piece of the market into , which became his wedding channel core entry point. starting with the hotel to collect resources, and then collected from the wedding, and then collected from the wedding company, publishing information via the website, in just a years time, Z
