1.什么是品牌营销？

1. What is the brand marketing?

品牌营销（Brandmarketing），是通过市场营销使客户形成对企业品牌和产品的认知过程，是企业要想不断获得和保持竞争优势，必须构建高品位的营销理念。最高级的营销不是建立庞大的营销网络，而是利用品牌符号，把无形的营销网络铺建到社会公众心里，把产品输送到消费者心里。使消费者选择消费时认这个产品，投资商选择合作时认这个企业。这就是品牌营销。

Brand marketing (Brandmarketing), which is formed through marketing allows customers to the enterprise brand and product of cognitive process, is the enterprise to obtain and maintain competitive advantage, and constantly have to build high quality marketing concept. The highest level of marketing is not set up huge marketing network, USES the brand symbol, but the invisible marketing network building to the social public heart, put the product to the consumer in the heart. Make consumers to recognize the product when choosing a consumption, investors choose to cooperate to recognize when the enterprise. This is the brand marketing.

2.甲冠品牌营销理念：

2. A crown brand marketing concept:

甲冠电动车产品，主要以产品的优质、时尚、智能、人性化发展为准绳，以“宝马品质、甲冠造就”、“德国宝马、中国甲冠”为产品的定位发展目标；用优质产品的有型来烘托“甲冠”品牌的无形！使之产品有价，品牌无价！继而发展走向“ 甲冠天下、天下甲冠！ ”的宏伟蓝图！

A crown electric vehicle products, mainly products of high quality, fashion, intelligence, human development as the criterion, in order to \"BMW quality, create a champions league,\" and \"German BMW, a crown of China\" for the product localization development goals; A type with high quality products with \"a great crown\" brand of invisible! Make the product has a price, the brand is priceless! Then development trend \"a crown the world, the world a crown!\" grand blueprint!

3.甲冠品牌的内涵诠释：

3. A crown brand connotation annotation:

甲冠---自古以来，素有“甲冠天下、天下甲冠“的成语，意思是天下第一，第一独尊！“甲”字，在甲骨文中，甲就是牌子、用于高举的金牌、源于古代的金榜题名，甲第，状元之最，源生到今天，用作与排名前后的开端，第一个、第一名等，也固有今天之说的前三甲之称；冠军、亚军、季军---金、银、铜之分的排名次衍生；

A crown - since ancient times, known as \"a crown the world, the world a crown\" idiom, meaning is the first day, the first exclusive! \"A\" word, in oracle, armour is brand, used for holding gold medal chances, originated from the ancient, yet, it is the most top, source of raw to today, as with the number before and after the start, first, first name, etc., also said as the top three of the inherent today; Gold, silver, bronze - gold, silver, copper ranked second derivative;

而“冠”更不需过多解释，家喻户晓、人人皆知，——“冠“字意即是“首”、“头“、”第一“之意，古代用作戴在头顶的装饰，喻作品位之分、素有皇帝之”皇冠“和帝王的“帝王之冠”一说；而今天，多喻作“冠军”，排名第一的胜利者或荣誉至上的冠名词！

The \"crown\" does not need too much explanation, more widely known, everyone knows, -- \"crown\" word meaning is \"first\" and \"head\", \"the first\", the ancient is used as the decoration worn on the top of the head and part of the works of yu, known as the emperor \"crown\" and the emperor \"imperial crown\" say; Today, more than yu as a \"champion\", ranked first or honor, the winner of the first champions league noun!

——甲冠，即“冠军”、第一、双连冠之意！雄霸天下、天下第一的品牌之路！

- a champions league, that is, \"champion\", first, the double crown meaning! Our first brand road, day!

4.甲冠品牌营销的发展之路：

4. A crown brand marketing the development of the road:

塑造一个品牌，不是一天两天，一月三月、一年、五年之举所能瞬间打造的；是需要不断的去努力；坚定不移地去实际付出与不断修正，对自生的定位要准确，要独辟、要有不断创新与开拓；勇于：感想、敢做、敢为！的精神。

Creating a brand, not a day for two days, march in January, a year, five years of can instantly make; Is the need to constantly to work; Unswervingly to actual effort and correction unceasingly, positioning accuracy of authigenic to monarchs alone, to have a constant innovation and development; To think, dare to do, dare to! In the spirit.

星星之火可以燎原，甲冠的品牌诞生非一日之功，前途光明，但很遥远，需要一步一个脚印的走过与付出；同时也要有差异化的思维与事业追舍精神存在；甲冠人，会汇聚一切可以共同发展的力量源泉，会和志同道合之人走在一起，组建一个大的睿智智囊团，以社会主义核心价值观的存在而奋斗不息！；以事业的成功和“中国甲冠”“甲冠天下、天下甲冠”的美好蓝图的定位来打造真正的“中国梦”！……。明天一定更美好！我们一直、共同期盼那一天的到来！！

A single spark can start a prairie fire, a crown brand was born, Rome was not built in a day, a bright future, but it is far away, need one step a footprint walk and work; At the same time also should have differentiation with career after shevchenko spiritual existence of thinking; A person, will source all forces that can be common development, will and like-minded people together, form a big wise think tank, in the presence of socialist core values and strive! ; To career success and \"China a\" crown \"a crown the world, the world a\" crown of the positioning of the good blueprint to build the real \"Chinese dream\"! ...... . Must have a better tomorrow! We have been, looking forward to the arrival of that day together!!

2015年．甲冠的品牌营销战开始正式打响，用四两拨千斤之势，以乡镇包围城市开发的发展之路；用质量好、价格低、薄利多销的战略为前锋；以差异化营销思维进行终端市场的号角突破！

2015. A crown brand marketing war began in earnest, with four two dial one thousand jins, to the development of villages and towns to encircle the cities development path; With good quality, low price, the meager profit but high turnover strategy as the striker; Horn of terminal market breakthrough in differential marketing thinking!

与商家真正融合为一体;以风险共担、利润共享为推进战术；让目前低迷的30%市场成为我们的领头羊!

Merchants with integrated as a whole; On risk-sharing, profit sharing to promote tactics; Let the current downturn in 30% of the market to be our leader!

坚决让代理商形成：淡季不淡、旺季更旺！人气、名气剧增！真正做到“名利双收”“功德圆满”的成就感！

Insist a agent formed: the off-season not pale, the busy season more prosperous! Popularity and fame soared! Truly \"fame and fortune\" and \"politics\" sense of achievement!

2015年，你还等什么？如果你是有为之士，敢想敢做的经销商，请和我们一起并肩奋战！

In 2015, what are you waiting for? If you are a promising, dealers, dare to dare to do and fight shoulder to shoulder with us, please!

 

 

2015年，羊年伊始，加入我们，你最牛！！！------送给你的将是一个崭新的成功开始！！

In 2015, in the beginning, join us, you are the best!!!!!!!!!!! -- -- -- -- -- - will be sent to you the success of a brand new start!!

 

 

 

 

 

 

 

 

--------------《 甲冠品牌营销课堂之1-------商学院 》---------

-- -- -- -- -- -- -- -- -- -- -- -- -- - \"a crown brand marketing class 1 -- -- -- -- -- -- -- business school\" -- -- -- -- -- -- -- -- --

 

 

 

 

1.品牌营销2（详细分解、阐述）

1. Brand marketing 2 (decomposition, expounds in detail)

品牌营销简单的讲：就是把企业的产品特定形象通过某种手段深刻地映入消费者的心中。在品牌联播品牌战略专家看来，品牌营销是指企业通过利用消费者的产品需求，然后用质量、文化和独特性的宣传来创造一个牌子在用户心中的价值认可，最终形成品牌效益的营销策略和过程。是通过市场营销运用各种营销策略使目标客户形成对企业品牌和产品、服务的认知-认识-认可的一个过程。品牌营销从高层次上就是把企业的形象、知名度、良好的信誉等展示给消费者或者顾客从而在顾客和消费者的心目中形成对企业的产品或者服务品牌形象，这就是品牌营销。

Brand marketing is simple: is the enterprise product specific image through some means of deeply into the hearts of consumers. Syndication brand strategy in the brand experts, brand marketing is to show the enterprise through the use of consumer demand, and then use quality, culture, and unique publicity to create a brand in the user value recognition, finally forms the brand benefit marketing policies and procedures. By using marketing of various marketing strategies to make target customers to form the enterprise brand and product, service, cognitive - knowledge - a process of recognition. From a high level of brand marketing is the enterprise image, popularity and good reputation to show consumers or customers thus formed in the mind of the customer and consumer products or services to the enterprise brand image, this is the brand marketing.

品牌联播拥有超过10,000家优质媒体合作伙伴，10年以上资源合作关系；擅长网络多种营销方式有效结合，最具“效果”综合解决方案；通用电气、法拉利、奔驰、招商银行等上市公司，集团、行业龙头企业服务经验。

Brand with more than 10000 high-quality media broadcast partners, more than 10 years resources cooperation relationship; Good at combining a variety of marketing network, the most comprehensive solution \"effect\"; Ge, ferrari, Mercedes, China merchants bank, such as the listed company, group, industry leading enterprise service experience.

让不同地域的受众看到不同产品的广告，利用独有的区域定向模式技术，将网民以地域(精准到地级市)为单位加以区分，打破了以往互联网传播只可泛不可精的区域传播壁垒。

Let the audience see different products of different regions in the advertisement, using the unique regional orientation model technology, the Internet users to regional (accurate to level city) as unit to distinguish, broke the past Internet communication can only be the area of the not pure communication barriers.

此外，品牌联播还提供网络精准广告、行业口碑营销、网络活动营销、品牌营销、搜索引擎营销、网络舆情监控等服务项目，全方位为企业打造全新互联网知名品牌。

In addition, the brand of broadcast also provides network precision advertising, word of mouth marketing, network marketing, brand marketing, search engine marketing, network public opinion monitoring services, such as all-round for enterprises to create new Internet brands.

品牌营销（Brandmarketing），是通过市场营销使客户形成对企业品牌和产品的认知过程，是企业要想不断获得和保持竞争优势，必须构建高品位的营销理念。最高级的营销不是建立庞大的营销网络，而是利用品牌符号，把无形的营销网络铺建到社会公众心里，把产品输送到消费者心里。使消费者选择消费时认这个产品，投资商选择合作时认这个企业。这就是品牌营销。

Brand marketing (Brandmarketing), which is formed through marketing allows customers to the enterprise brand and product of cognitive process, is the enterprise to obtain and maintain competitive advantage, and constantly have to build high quality marketing concept. The highest level of marketing is not set up huge marketing network, USES the brand symbol, but the invisible marketing network building to the social public heart, put the product to the consumer in the heart. Make consumers to recognize the product when choosing a consumption, investors choose to cooperate to recognize when the enterprise. This is the brand marketing

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2.树立品牌

2. Set up the brand

品牌是符号，是浓缩着企业各种重要信息的符号。把企业的信誉、文化、产品、质量、科技、潜力等重要信息凝炼成一个品牌符号，着力塑造其广泛社会知名度和美誉度，烙印到公众心里，使产品随品牌符号走进到消费者心里。这个过程就是打造品牌。品牌符加值不是按照其投资额推算的。强势品牌低投入，高收入。所带来的高额利润，多倍超出市场平均水平。品牌是形象，是信誉，是资产。品牌是衡量企业及其产品社会公信度的尺度。品牌竞争力是企业的核心竞争力。经济全球一体化，市场竞争，取决于品牌竞争。

Brand is the symbol, it is concentrated on enterprise symbols of various kinds of important information. The credibility of the enterprise, culture, products, quality, technology and potential, and other important information would be into a brand symbol, focus on shaping its extensive social popularity and reputation, brand to the public mind, make the products with the brand symbol entered to the consumer in the heart. This process is to build brand. Brand operator bonus is not according to the investment of reckoning. A strong brand low input, high income. Brought about by the high profits, many times more than the market average. Brand image, reputation, assets. Brand is a measure of social credibility enterprises and their products. Brand competitiveness is the core competitiveness of enterprises. Economic globalization, market competition, depends on the brand competition.

树立品牌步骤：

Brand steps:

第一步：分析行业环境，寻找区隔概念。你得从市场上的竞争者开始，弄清他们在消费者心中的大概位置，以及他们的优势和弱点。你要寻找一个概念，使自己与竞争者区别开来。

The first step: analysis of industry environment, looking for separate concepts. You have to begin from the competitors on the market, find out their general location in the consumers' mind, as well as their strengths and weaknesses. You are looking for a concept, to distinguish from the competitors.

第二步：卓越的品质支持。此必须以质量为根本树立形象。这里所指的质量，是一个综合性品质的概念，包括工程质量、文化质量，还有物业管理质量等。

Step 2: superior quality support. This must take the quality as the fundamental image. Here refers to the quality, it is the concept of a comprehensive quality, including the engineering quality, cultural quality, and quality of property management, etc.

消费者心里，并在应用中建立自己。企业要在每一方面的传播活动中，都尽力体现出品牌的概念。第三步：整合、持续的传播与应用。企业要靠传播才能将品牌植入

Consumer heart, and the building up of itself in the application. Enterprises should in every aspect of communication activity, try to embody the concept of the brand. The third step: integration, sustained spread and application. Companies rely on spread to brand implantation

 

 

3.案例分析

3. The case analysis

回忆过去的岁月，有许多经典的营销案例让我们回味，这里不得不提到一家品牌营销策划公司，即巨推传媒，巨推传媒作为网络推广营销策划公司，其品牌营销更具独特之处，在其创意手段上让我们感叹，无论是在营销的某一环节还是整个系统过程，还是具体的策划过程，都有许多值得我们学习和借鉴的地方，无论是借势还是比附定位，无论是造势还是卖点策划，无论是产品创新还是营销传播，都值得我们去探讨分析。让我们通过以下案例去了解巨推传媒品牌营销所在的内涵。

Memories of the past years, there are many classic marketing case, let's finish, have to mention here a brand marketing planning company, the huge push media, giant push media as a network marketing planning company, the brand marketing is more unique, let's exclamation on its creative means, whether it is in the process of marketing a link or the entire system, or a specific planning process, there are many worthy of our learning and using for reference, whether gain or localization, spin and selling points planning, product innovation and marketing communication, is worth us to study. Let us through the following case to understand the huge push media brand marketing's connotation.

黄山香烟上市

Huangshan cigarette listed

二十世纪九十年代，云系烟在中国市场上是如日中天，红塔集团的红塔山、阿诗玛等品牌香烟在内地市场更是作为高端烟草代表受到消费者广泛追捧。面对这样一个几乎绝对垄断烟草品牌，当时的安徽蚌埠卷烟厂可谓高不可攀。1993年6月，安徽蚌埠卷烟厂研发了一个无论是口感还是包装都可以与红塔山相媲美的新产品——黄山烟，如何打破红塔山在当时安徽市场上高端产品封锁成为企业考虑的关键。当时，蚌埠卷烟厂无论是行业知名度还是传播资源，跟亚洲最大的烟草企业——红塔集团都不是一个重量级别的，在激烈的竞争中突围需要的是善于借力借势，当时，蚌埠卷烟厂在安徽省会城市合肥搞了一个全国性不记名卷烟品牌拼吸活动，将新品黄山、红塔山、阿诗玛、中华等全国性著名品牌放在一起进行品牌，结果是，黄山烟排名第一、红塔山第二，中华第三。随后，公司迅速在市场上发布了资讯：香烟品吸，黄山第一，红塔山第二。并且连篇累牍的软文迅速在全国主流媒体上进行传播，红塔山被打了一个措手不及，黄山烟，就是几个巧妙的公关策略很好地化解了强势品牌红塔山在安徽、华东乃至于全国市场的竞争势头，利用很少资源实现全国崛起的梦想，创造了弱势品牌巧妙挑战强势品牌，成功实现新产品上市的经典范例，凭借良好的开端，以“天高云淡，一品黄山”为突破口，主打中式烤烟的品牌，“中国相，中国味”，使得黄山烟赢得了眼球的同时赢得了市场。

In the 1990 s, the cloud of smoke in the Chinese market is that the hongta hongta group, such as ashimar brands in the domestic market but also as a representative of the high-end tobacco consumers widely sought after. Faced with such an almost absolute monopoly cigarette brands, at the time of bengbu cigarette factories is unattainable. In June 1993, bengbu cigarette factories have developed a taste and packing can be comparable to those of hongta new products - huangshan smoke, how to break the hongta anhui high-end products on the market at the time block becomes the key to enterprise to consider. At that time, bengbu cigarette factories in both trade popularity spread resources, with Asia's largest tobacco companies, hongta group is a heavyweight, nothing need to break in the fierce competition is good at to borrow, at that time, bengbu cigarette factories in hefei city in anhui province have a national secret cigarette brands spell absorption activities, such as huangshan, hongta, ashimar of new products, the national famous brand together with the brand, as a result, the huangshan smoke ranked first, second, hongta the third. Then, the company quickly released the information in the market: cigarettes taste, huangshan is the first, second hongta. And thick soft spread rapidly in the national mainstream media, hongta is a off guard, huangshan smoke, just a few clever pr strategy to resolve the strong brand hongta in anhui province, east China and even the national market competition, with few resources to realize the dream of national rise, created a weak brand clever challenge a strong brand, a classic example of successful new products listed, with a good beginning, to \"clear sky, yipin huangshan mountain\" as the breakthrough point, the main brand of Chinese style flue-cured tobacco, \"phase in China, the Chinese flavor\", makes the huangshan smoke won the attention of at the same time to win the market.

综观黄山烟的成功，关键在于比附定位，巧借品牌名烟，将其捆绑在一起，然后迅速传播，奠定了市场基础。首先，黄山烟将自己与主流的高端品牌放在一起让消费者与专家去品吸，本身就意味着其产品定位是面向高端市场的竞争性产品，即使是产品品吸本身已经使得黄山拥有了足够的本钱;其次，在品吸结束的第一时间，将品吸结果的省会城市合肥快速传播。香烟品吸，黄山第一，红塔山第二的广告铺天盖地，实现了信息第一到达，吸引了省内媒体的高度关注;第三，很显然，黄山烟战略企图不仅仅是省内市场，他要将产品与品牌蛋糕做大。所以，黄山在全国性媒体上很巧妙传播了这样一个主题，主题内容已经从品吸走向了更加广阔的视野：中国烟草：黄山第一，红塔山第二，这时候，黄山品牌战略企图基本上被发挥到极致。

Throughout the success of huangshan smoke, the key lies in the localization, skillfully by smoke from brand, its bound together, then spread rapidly, laid the foundation of market. First of all, huangshan smoke put together themselves with the mainstream of high-end brands to consumers and experts to suck, itself means that the product positioning is the competitive products for the high-end market, even if is the product product absorb itself has huangshan have enough capital; Second, in the end of the first absorption, the capital city of hefei will product absorption results quickly spread. Cigarettes taste, huangshan is the first, the second ads, hongta implements the information arrive first, attracted media attention in the province; Third, obviously, market strategies in an attempt to is more than just province huangshan smoke, he will products and brands do big cake. So, huangshan mountian on national media is very clever spread such a theme, theme content has from product suction to the broader field of vision: China tobacco: huangshan is the first, second, hongta, huangshan brand strategy in an attempt to basically be to the limit.

农夫山泉

The farmer mountain spring

2000年左右，中国水市竞争格局基本上已经成为定势。以娃哈哈、乐百氏为主导的全国性品牌基本上已经实现了对中国市场的瓜分与蚕食!同时，很多区域性品牌也在对水市不断进行冲击，但是往往很难有重大突破。当时，比较有代表性的水产品有深圳景田太空水、广州怡宝，大峡谷等等，还有一些处于高端的水品牌，如屈臣氏、康师傅等。

Around the year 2000, the Chinese water market competition has become almost set. Dominated by wahaha, robust, national brand has basically realized the carve-up of the Chinese market and eat! At the same time, a lot of regional brand in the ongoing impact to the water city, but it is often difficult to have a major breakthrough. At that time, more representative of aquatic products include shenzhen ganten removed, guangzhou yi bao, the grand canyon, and so on, there are some water in the high-end brand, such as watsons, master kong, etc.

始进入水市，农夫山泉的出现改变了中国水市竞争格局，形成了中国市场强劲的后起之秀品牌，并且，随着市场竞争加剧，农夫山泉在一定意义上逐渐取代了乐百氏成为中国市场第二大品牌，从而创造了弱势资源品牌打败强势资源品牌著名战例。在具体的操作过程中，首先，农夫山泉买断了千岛湖五十年水质独家开采权，在这期间，任何一家水企业不可以使用千岛湖水质进行水产品开发，不仅在瓶盖上创新，利用独特的开瓶声来塑造差异，而且打出“甜”的概念，“农夫山泉有点甜”成为了差异化的卖点;其次，为了进一步获得发展和清理行业门户，农夫山泉宣称将不再生产纯净水，而仅仅生产更加健康、更加营养的农夫山泉天然水，并且做了“水仙花对比”实验，分别将三株植物放在纯净水、天然水与污染水之中，我们会发现，放在纯净水与污染水中的植物生长明显不如放在天然水中生长速度，由此，农夫山泉得出一个结论，天然水才是用营养水。其“天然水比纯净水健康”的观点通过学者、孩子之口不断传播，因而赢得了影响力，农夫山泉一气呵成，牢牢占据瓶装水市场前三甲的位置。

Into the water in the beginning, the emergence of nongfu spring changed China water city competition pattern, formed a strong Chinese market rising star brand, and, as market competition intensifies, the farmer mountain spring in some sense gradually replaced the robust market in China's second largest brand, to create the weak brand defeat the strong resources brand famous trophy. In the concrete operation process, first of all, the farmer mountain spring to buy the exclusive rights to water quality of the thousand island lake fifty years, during this period, any enterprise can not use the thousand island lake water quality for the development of aquatic products, not only in the lid innovation, using the unique bottle to shape differences, and hit the \"sweet\", the concept of \"the farmer mountain spring was a little sweet\" has become the selling point of the differentiation; Secondly, in order to get further development and clean up the industry portal, the farmer mountain spring that will no longer produce the pure water, but only in the production of more healthy, more nutrition nongfu spring natural water, and do the \"daffodil contrast experiment, put three plants in the pure water, natural water and polluted water, we will find that in pure water and pollution of the water plant growth is clearly on the natural growth rate in water, thus, the farmer mountain spring draw a conclusion that natural water is the water with nutrition. Its \"natural water than pure water health\" point of view by scholars, children's mouth spread continuously, thus win the influence, the same nongfu spring, firmly occupy the position of the top three of the bottled water market.

农夫山泉的成功，在于其策划与造势，一方面对卖点不断提炼，从瓶盖的开盖声音到有点甜，从有点甜到而今的PH值测试，宣称弱酸弱碱性;另一方面是善于炒作和造势，通过对比来形成差异，进而提升自己。

Nongfu spring's success lies in its planning and, on the one hand to refine selling point continuously, from the cap open voice to have a little sweet, a bit sweet to now the PH of the test, and claims that weak acid, weak alkali; On the other hand, is good at hype and momentum, by comparing to form difference, thus improve yourself.

王老吉

Wang ji

营销案例:红罐王老吉定位战略(新)从2002年的1.8亿元到2005年的25亿，是一个快速的增长，王老吉，作为一种凉茶，产生于道光年间，从一个区域性品牌迅速发展为一全国性的品牌，一是改变了观念，“凉茶”当作“饮料”卖，提炼了核心的卖点，不上火，“怕上火，喝王老吉”成为了时尚与流行;二是借助于影响力大的媒体——央视进行了传播，提升了影响力和形象，当然，其红色的包装也获得了足够的视觉冲击力和吸引力，加上在终端和渠道设计，王老吉获得了快速的发展。

Marketing case: the red cans of wang ji positioning strategy (new) from 180 million yuan in 2002 to 2005 in 2.5 billion, is a rapid growth, wang ji, as a kind of herbal tea, produced in light years, the rapid development from a regional brand as a national brand, one is to change the idea, as a \"drink\" sell \"herbal tea\", refine the selling point of the core, no hassle, \"fear of cigarettes and drink wang ji\" has become a fashion and popular; Second, by means of influence has carried on the transmission media, CCTV, enhance the influence and image, of course, its red packing also won enough visual impact and appeal, combined with the terminal and channel design, wang ji obtained rapid development.

洽洽瓜子

Qiaqia melon seeds

洽洽瓜子，将一小小瓜子从安徽卖向全球，小小瓜子能够卖出十几亿的销售，洽洽的出现推翻了行业的游戏规则，对行业进行了整合，由炒改为煮，不仅拓大了市场，而且改变了消费行为，演变成了休闲食品，而且不会上火，“洽洽瓜子是煮出来的”，差异化的定位不仅锁定了消费者，而且形成了独特的卖点，当然，洽洽瓜子在营销过程中还主打文化牌，利用集卡等手段培养忠诚。

Qiaqia melon seeds, to sell a small melon seeds from anhui province to the world, a small melon seeds to sell billions of sales, the emergence of qiaqia overthrew the rules of the game of the industry, integration of industry, by the fire to boil, not only its big market, but also changed the consumer behavior, evolved into a leisure food, and won't lose, \"qiaqia\" melon seeds is boiled out, differentiated positioning lock the consumer not only, and formed the unique selling point, of course, qiaqia also main culture brand melon seeds in the marketing process, utilizing the means such as collection card cultivate loyalty.

五谷道场

The corn dojo

方便面作为一快速消费品，五谷道场的出现也改变了行业的游戏规则，从油炸到煮，是一种质的变化，是过程与机理的改变，“非油炸，更健康”，倡导了一种新的理念与方式，独特的卖点也赢得了市场的亲睐。

Instant noodles as a fast-moving consumer goods, the presence of the grain and dojo has also changed the rules of the game industry, from Fried to cook, is a species of change, is the process and mechanism of the change, \"not Fried, healthier\", advocating a new concept and method, unique selling point also won the favor of the market.

其实，社会在不断发展，营销也在与时俱进，无论是方法还是手段，无论是模式还是创意，都需要创新，如当街喝涂料、当街裸体洗浴就是新产品上市的创意和造势;如嫁接和借道就是借势。为了有效吸引眼球和注意力，首先需要的是打破和颠覆行业规则，引起领导性品牌关注，或者是瞄准领导性品牌软肋，其次是能不能引起主流媒体主动关注;最后是要建立和形成差异，区隔竞争品牌。当然，卖点也并非永远是卖点，特别是在当前同质化竞争的环境下，需要的是动态调整，与时与市俱进，因时因地制宜，进而不仅赢得眼球，而且赢得市场。

In fact, the development in society, marketing is also advancing with The Times, both methods and means, mode and idea, all need innovation, such as street to drink paint, nude bathing this street is a new product ideas and promote; Such as grafting and borrow word is gain. In order to effectively attract eyeballs and attention, first of all need is broken and subversion industry rules, leading brand attention, or is aimed at leading brand soft rib, the second is can cause active mainstream media; The last is to establish and form difference, separate the brand competition. Selling point, of course, also is not always is a selling point, especially in the current competitive environment, the need is dynamic adjustment, with the city every day, and also condition, thus not only win the eye, and win the market.

4.营销概述

4. Marketing overview

最高级的营销不是建立庞大的营销网络，而是利用品牌符号，把无形的营销网络铺建到社会公众心里，把产品输送到消费者心里。使消费者选择消费时认这个产品，投资商选择合作时认这个企业。这就是品牌营销。品牌营销（Brandmarketing），是通过市场营销使客户形成对企业品牌和产品的认知过程。市场营销既是一种组织职能，也是为了组织自身及利益相关者的利益而创造、传播、传递客户价值，管理客户关系的一系列过程。品牌营销不是独立的，品牌可以通过传统营销和网络营销一起来实现，二者相辅相成，互相促进。

The highest level of marketing is not set up huge marketing network, USES the brand symbol, but the invisible marketing network building to the social public heart, put the product to the consumer in the heart. Make consumers to recognize the product when choosing a consumption, investors choose to cooperate to recognize when the enterprise. This is the brand marketing. Brand marketing (Brandmarketing), which is formed through marketing allows customers the cognitive process of corporate brand and product. Marketing is an organizational function and for the benefit of the organization itself and stakeholders and creating, spreading and transmit customer value, customer relations, a series of process management. Not independent brand marketing, brand can be done by traditional marketing and network marketing together, the two complement each other, promote each other.

世界著名广告大师大卫·奥格威（DavidOgilvy）就品牌曾作过这样的解释：“品牌是一种错综复杂的象征，它是品牌属性、名称、包装、价格、历史声誉、广告方式的无形总和。品牌同时也因消费者对其使用的印象，以及自身的经验而有所界定。”

World famous advertising master David ogilvy, wei (DavidOgilvy) brand has become such an interpretation: \"the brand is the symbol of a kind of complicated, it is a brand attributes, name, packing, price, history, reputation and advertising the intangible sum. Brand at the same time as consumer impression of its use, as well as their experiences and defined.\"

1、品牌的传统营销折叠在市场营销中，营销组合框架已经由4P、4C发展到4R，这反映了营销理论在新的条件下不断深入整合的变革趋势。4P是营销中最关键的组合因素，要求企业如何满足客户需要；4C让企业忘掉产品，研究客户的需要和欲望；4R让企业与客户建立紧密的联系，提高客户忠诚度。品牌营销时代，消费者对品牌的满意度是企业发展的重要环节，当消费者满意时，就会对品牌保持长时间的忠诚度，这种忠诚度一旦形成，就很难接受其他品牌的产品。

1, fold the traditional brand marketing in marketing, marketing mix framework is composed of 4 p, 4 c to 4 r, it reflects the marketing theory in the new conditions the change trend of deepening integration. 4 p is the combination of the most critical factor in marketing, enterprises how to satisfy customer needs; 4 c to forget about the products, the customer's needs and desires; 4 r allows businesses to establish close contact with customers, improve customer loyalty. Brand marketing era, consumers to the brand of satisfaction is an important link in enterprise development, when the customer satisfaction, will be kept for a long period of time to brand loyalty, this loyalty once formed, it is difficult to accept other brand products.

品牌企业要想不断获得和保持竞争优势，必须构建高品位的营销理念。如，整合营销传播的工具(广告、公关、促销)，可以提升品牌价值；通过市场细分，可以提升品牌的营销层次。品牌的形成并非一朝一夕完成，品牌的打造只有经过日积月累，才能走向成功。

Brand enterprises to obtain and maintain competitive advantage, and constantly have to build high quality marketing concept. Such as, integrated marketing communications tools (advertising, public relations, sales promotion), can enhance the brand value; Through market segmentation, can promote the brand marketing. The formation of the brand is not complete, brand building only through accumulate over a long period, to the road to success.

2、品牌的网络营销折叠网络营销，是指企业以电子技术为基础，以计算机网络为媒介和手段，进行各种营销活动的总称。网络营销的职能有：网站推广、网络品牌、信息发布、在线调研、顾客关系、顾客服务、销售渠道、销售促进等。

2, fold the brand of the network marketing network marketing, is refers to the enterprises on the basis of electronic technology, computer network as the media and means, for a variety of marketing activities. Network marketing functions include: website promotion, network, brand, information release, online research, customer relations, customer service, sales channels, sales promotion, etc.

对于传统企业来说，网络营销一般从建立网站开始，企业的品牌形象在建立网站之前就已经确立了。英特尔总裁葛洛夫曾说：“5年后将不再有网络公司，因为所有公司都将是网络公司”。互联网将改变企业的经营方式，如今《财富》全球500强企业都建立了自己的网站主页，而且将近90%以上的企业采用网上招聘等方式，这说明网络已经不仅仅用于介绍公司概况、收发电子邮件，而是进入了深层次的应用，品牌营销是互联网对企业经营方式的重大变革。例如，在网上商店，即可以为企业扩展销售渠道提供便利的条件，又可以在电子商务平台上增加客户的信任度，将企业网站与网上商店相结合，塑造品牌。

For traditional enterprise network marketing in general from the beginning of the website, brand image of the enterprise before you build the site has been established. Intel CEO grove once said, \"there will be no Internet company five years later, because all companies will be Internet companies\". The Internet will change the mode of operation of the enterprise, now the fortune global 500 companies have established their own homepage, and nearly more than 90% of the enterprises to adopt online job, it shows that the network has not only used to introduce the company profile, send and receive E-mail, but into the deep application, brand marketing is the Internet for major changes to the way the enterprise management. In online store, for example, can think enterprises expand sales channels to provide convenient conditions, and can increase customer's trust on e-commerce platform, combining corporate websites and online stores, brand.

对于网络企业来说，企业的品牌形象是从网站开始的，网站在一定程度上代表着企业的品牌。如，阿里巴巴是全球企业间（B2B）电子商务的著名品牌，是拥有800余万商人的电子商务网站，任何人或企业都可以在这里找买家、建公司、看商情、参展会。作为目前全球最大的网上交易市场和商务交流社区，阿里巴巴汇集了220个国家和地区的43万专业买家，每天发布超过3000条的买家求购信息，享用即时沟通软件Trademanger；拥有专业外贸操作后台管理工具SupplierCRM，是个永不落幕的网上广交会。

For network enterprise, the enterprise brand image starts from the website, web site to a certain extent, represents the enterprise's brand. Such as, alibaba is the world's (B2B) electronic commerce between enterprise and famous brand, is to have more than 800 businessmen e-commerce sites, any person or company can find buyers here, construction companies, business information, the exhibition will be. As currently the world's largest online trading market and the business community, alibaba brought together 220 countries and regions, 430000 professional buyers, published more than 3000 buyers purchasing information every day, enjoy instant communication software Trademanger; Have professional foreign trade operation SupplierCRM background management tool, is a never ending online Canton fair.

营销渠道。因此，品牌培养与品牌营销应在传统、网络的基础上谋求发展，传统营销与网络营销也要在实践中逐步整合。发展中国家，特别是最不发达国家，现实的终端需要指出，在电子商务和网络营销还没有在全球得到充分发展的时候，互联网作为新兴的虚拟市场，它的覆盖面只是世界市场的一部分，许多消费者还不能接受或使用网络沟通方式；许多仍然是采用传统的

Marketing channels. Therefore, brand development and brand marketing should be on the basis of traditional, network development, the traditional marketing and network marketing will gradually integration in practice. Developing countries, especially the least developed countries, the reality of the terminal need to point out that in the electronic commerce and network marketing have not been fully developed in the world, the Internet as a virtual in emerging markets, its coverage is only part of the world market, many consumers are still cannot accept or use of the network communication; Many are still using the traditional

5.营销优势

5. Marketing advantage

品牌营销优势一：有助于企业适应市场，满足消费者需求。

Brand marketing advantage a: helps enterprises to adapt to the market, to meet consumer demand.

随着经济的发展和生产力的提高，经济市场也逐渐从卖方市场转向买方市场，在供过于求的情况下，消费者具备了“货比三家”的现实条件。所以，越来越多企业有了品牌意识，也认识到在消费者日趋主动的市场环境里，唯有实施品牌战略才可能占领市场。

With the development of economy and the improvement of productivity, the economic market also gradually shifted from a seller's market to buyer's market, in the case of supply exceeds demand, consumers are the real conditions of the \"shop around\". So, more and more enterprises have the brand awareness, also recognize that the consumer has become increasingly active in the market environment, the implementation of brand strategy is the only thing that can occupy the market.

品牌营销优势二：有助于提高企业的整体素质。

Brand marketing advantage 2: helps to improve the overall quality of enterprises.

品牌产品是企业科技水平、管理水平、[6]营销水平的综合体现。品牌创造的过程有助于企业提高产品质量的总体水平和管理素质、技术素质、人才素质，并加快企业技术升级和产品结构的合理化。

Brand is the enterprise of science and technology level, management level, [6] integrated embodiment of its marketing level. Brand creation process helps enterprises improve the overall level of product quality and management quality, technical quality, talent quality, and accelerate the rationalization of enterprise technology upgrading and product structure.

品牌营销优势三：有助于企业在激烈的国际商战中站稳脚跟，在市场竞争中占有优势。

Brand marketing advantage three: helps companies gain a foothold in the fierce international business, have the advantage in the market competition.

随着经济全球化，现代商业竞争的舞台已经由全国扩展到了全球。面对一个个更为强大的竞争对手，企业只有积极谋划，实施品牌营销战略，使得企业品牌在消费者心目中占有一定的地位，形成忠诚度，才可以在激烈的竞争中游刃有余，在市场竞争中占有一定的优势。

With the economic globalization, the modern commercial competition stage has expanded from national to global. In the face of one of the more powerful competitors, only by actively planning and implementing brand marketing strategy, make the enterprise brand occupies a certain position in consumers' mind, loyalty, can in the fierce competition, has a certain superiority in market competition.

品牌营销优势四：有助于提高企业的效率，风险最小化。

Brand marketing advantages 4: helps to improve the efficiency of the enterprise, risk minimization.

品牌营销将被动营销转化为主动营销，企业各种调研和营销工作都共同进行，提高企业的效率，将内耗的风险降至最低，由品牌经营者独自控制投入费用，可使费用最小化，以企业能够得到更多更合理的利润。

Brand marketing will be passive into active marketing, research and marketing work together to improve the efficiency of the enterprise, to minimize the risk of internal friction, by brand operator control input costs alone, to minimize cost, can get more reasonable profit to enterprise.

6.四大策略

6. The four strategies

品牌营销的策略包括四个：品牌个性（brandpersonality）、品牌传播(brandcommunication)、品牌销售(brandsales)、品牌管理(brandmanagement)。

Brand marketing strategies include four: the brand personality (brandpersonality), (brandcommunication) brand communication, brand marketing, brand management (brandmanagement) (brandsales).

品牌个性简称bp，包括品牌命名、包装设计、产品价格、品牌概念、品牌代言人、形象风格、品牌适用对象……

Brand personality referred to as \"bp, including brand name, packaging design, product, price, brand concept, brand image spokesperson, style, brand applicable objects...

品牌传播：简称bc，包括广告风格、传播对象、媒体策略、广告活动、公关活动、口碑形象、终端展示……(在传播上，BM与整合营销传播所不同的是，BM的媒体可以是单一媒体，也可是几种媒体组合，完全根据市场需要决定。)

Brand communication, referred to as \"the BC, including advertising style, communication object, media strategy, advertising, public relations activities, public image, terminal display... (on the spread, BM and integrated marketing communications, BM media can be a single media, but also several media mix, completely according to the market to decide.)

品牌销售：简称bs，包括通路策略、人员推销、店员促销、广告促销、事件行销、优惠酬宾……

Brand sales: referred to as \"bs, including channel strategy, personal selling, the assistant sales promotion, advertising, sales promotion, event marketing, offer a reward...

品牌维护、终端建设、士气激励、渠道管理品牌管理：简称bm，包括队伍建设、营销制度、、经销商管理……

Brand maintenance, terminal construction, morale motivation, channel management, brand management, hereinafter referred to as bm, including team construction, marketing system, and dealers management...

7.五大要素

7. The five elements

如果说概念营销对于产品价值的提升总是徘徊在若有若无之中的话，那么品牌营销便是实实在在的表现了。最近一期的美国《商业周刊》刊登了全球最有价值的100个品牌的排行榜，可口可乐以689.5亿美元的品牌价值荣登榜首，这充分说明了实施品牌战略能带来怎样的直接经济效益。现在的问题是人们的生活进入了一个信息化空间，对于医药企业来说，产品的同质化和广告宣传的诸多限制，使得数不胜数、大同小异的所谓“品牌”信息频繁轰炸患者。怎样才能让消费者在这泥沙俱下、纷繁杂乱的信息海洋中发现并看好自己的品牌，确实是摆在每一个企业面前的重要课题。从一般意义上讲，产品竞争要经历产量竞争、质量竞争、价格竞争、服务竞争到品牌竞争，前四个方面的竞争其实就是品牌营销的前期过程，当然也是品牌竞争的基础。从这一角度出发，要做好品牌营销，以下五方面不可等闲视之。

If the concept of marketing to improve product value is always wandering in if if no, then brand marketing is the performance of the concrete. A recent issue of the \"Business Weekly\" published of the world's 100 most valuable brands list, coke on the top of the list with brand value of $68.95 billion, which fully shows the implementation of brand strategy of direct economic benefits. The question now is the life of people entered an information space, for pharmaceutical enterprise, product homogeneity and advertising restrictions, make countless, more or less the same, the so-called \"brand\" information frequently bombing of patients. How can let consumer in the mud and sand flow together, and find and watch the sea of information clutter your own brand, is important topic in front of every enterprise. From the general sense, products go through production competition, quality competition, price competition, service competition to brand competition, the first four aspects of competition is the early stage of the process of brand marketing, of course is also the foundation of brand competition. From this perspective, to do a good job in brand marketing, the following five aspects should not be taken for granted.

1、质量第一折叠任何产品，恒久、旺盛的生命力无不来自稳定、可靠的质量。药品作为治病救命的特殊产品，消费者对其质量（疗效）的期望值是相当高的，因此导致对品牌的忠诚度和遗弃率也相当高。患者一经认可一种药品，其购买和使用的行为将有可能是长期的，比如众所周知的正红花油、保济丸等具有悠久历史的传统品牌。相反，哪怕只有一次失效的经历，患者都有可能从此将其“打入另册，永不叙用”。

1, any product quality is the first fold, constant and vigorous vitality from the stable and reliable quality. Drugs as a cure for special products, consumer expectations of its quality (effect) is very high, so lead to loyalty and abandonment rate is quite high. Once approved a drug, patients with the purchase and use behavior will may be long, such as the well-known is safflower oil, pill with a long history of traditional brands, etc. On the contrary, even if only a failure experience, patients may be from now on will be \"inferior, never be invoked.

2、诚信至上折叠人无信不立，同理，品牌失去诚信，终将行之不远。为什么同仁堂、胡庆余堂、九芝堂等的品牌形象能历久不衰？为什么曾经红极一时的三株、巨人、太阳神等都只各领风骚三五年？除了产品的市场属性和生命周期等因素外，更重要的原因就是前者靠脚踏实地、诚信为本，后者靠华而不实的广告吹嘘和虚拟概念炒作。时间是检验诚信与否的标尺。长期以来，我们能经常听到同仁堂、九芝堂等的产品悬壶济世、妙手回春的美谈，而对靠炒作出名的药品（保健品），除了其自吹自擂的“疗效”外，最后都免不了落个被消费者弃之如敝屦的结局，有的甚至因为疗效不确而吃下官司，最后败走麦城。

2, the good faith is supreme, folding, no letter, don't stand by the same token, the brand lost integrity, line will not away. Why, hu tong ren tang, such as # 9 cheese brand image can the minibook? Why ever of the three, the giant, the sun god only the excellences such as three to five years? In addition to the product properties and market life cycle factors, such as more important reason is that the former by down-to-earth, honesty and the latter by slick commercials and virtual hype. Time is the scale for testing the good faith or not. For a long time, we can often hear tongren temple, nine products such as cheese hall, buttoned 美谈, practise medicine and helpful for by hype famous pharmaceutical (supplement), in addition to its boast \"efficacy\", finally will fall a be consumers to abandon such as our Ju ending, some even eat a lawsuit because of whose curative effects are uncertain, finally flopped.

3、定位准确折叠著名的营销大师菲利普·科特勒曾经说过：市场定位是整个市场营销的灵魂。的确，成功的品牌都有一个特征，就是以始终如一的形式将品牌的功能与消费者的心理需要连接起来，并能将品牌定位的信息准确传达给消费者。比如同是感冒药，由于市场定位的不同，有较高经济收入者首先想到的可能是白加黑，而经济状况较为拮据的则首先可能会想到速效感冒胶囊或感冒通片；同样，一个真正关爱妻子，并力求一点浪漫氛围的有钱中年男士，在首饰服装之外一般是不会忘记买上几盒太太口服液的。这就是这些品牌以一贯之的定位和准确、贴切、适当的诉求表达的效应。

3, accurate positioning folding famous marketing master Philip kotler once said: the market positioning is the soul of the whole marketing. Indeed, successful brand has a characteristic, is in the form of consistent to the function of the brand and the psychological needs of consumers, and brand positioning can be accurately convey the information to the consumer. Such as with cold medicine, because of the different market positioning, have higher economic income earners first thought may be white with black, while the economy is relatively poor first might think of quick-acting cold capsules or GanMaoTong slices. Again, a truly loving wife, and strive to a romantic atmosphere of the wealthy middle-aged man, outside the jewelry clothing is generally not forget a few boxes wife oral liquid. This is the brand to consistent and accurate positioning, appropriate, appropriate the aspirations of the effect.

市场定位并不是对产品本身采取什么行动，而是针对现有产品的创造性思维活动，是对潜在消费者的心理采取行动。因此，提炼对目标人群最有吸引力的优势竞争点，并通过一定的手段传达给消费者，然后转化为消费者的心理认识，是品牌营销的一个关键环节。

Market positioning is not what action against the product itself, but in view of the existing product creative thinking activity, is the psychological action of potential consumers. Extracting the most attractive to target groups, therefore, the advantage of competition, and through certain means to communicate to consumers, and then into consumers' psychological cognition, is a key link in the process of brand marketing.

4、个性鲜明折叠一个真正的品牌药品，绝不会包治百病、人人皆宜、疗效绝对。就像吉普车适于越野、轿车适于坦途、赛车适于运动比赛一样，对于药品的功效诉求和目标靶向，一定要在充分体现独特个性的基础上力求单一和准确。单一可以赢得目标群体较为稳定的忠诚度和专一偏爱；准确能提升诚信指数，成为品牌营销的着力支点。

4, personality is distinct fold a real brand drugs, not a cure-all, everyone all appropriate, curative effect is absolutely. Like jeep, suitable for off-road, suitable for sports car suitable for road, the car, for targeted drug efficacy claims and target, must be in fully reflects the unique personality on the basis of single and accurate. Single can win the loyalty of the target group is relatively stable and specific preference; To promote integrity index accurately, become a brand marketing focus on protection.

我们经常看到的“味道好”、“疗效佳”、“高品质”等广告诉求语言，根本谈不上是有个性的语言，自然了就不可能准确描述品牌的个性。而象“白天吃白片，不瞌睡；晚上吃黑片，睡得香。”“口腔溃疡，一贴OK！”“克咳，全家好心情。”等个性十足、鲜明独特的诉求，就较容易得到消费者的认同，品牌形象也伴随着这些琅琅上口的广告语而迅速建立。

We often see \"good taste\" and \"effect\", \"high quality\", such as advertising appeal language, let alone is the language of the character, nature is impossible to accurately describe the brand's personality. And like \"white piece during the day, not sleepy; at night to eat black piece, sleep soundly.\" \"Oral ulcer, a stick OK!\" \"Family, cough, a good mood.\" Individual character is dye-in-the-wood, distinctively unique appeal, they are easier to get consumer's identity, brand image is associated with the catchy slogan and rapidly develop.

5、巧妙传播折叠有整合营销传播先驱之称的刘禹含说：在同质化的市场竞争中，唯有传播能够创造出差异化的品牌竞争优势。医药产品与其它产品相比，同质化现象尤为突出。在上个世纪的80年代，简单的广告传播便足以树起一个品牌；到90年代，铺天盖地的广告投入也可以撑起一个品牌；时至今日，品牌的创立就远没有那么简单了，除了需前述四个方面作为坚实基础外，独特的产品设计、优秀的广告创意、合理的表现形式、恰当的传播媒体、最佳的投入时机、完美的促销组合等等诸多方面都是密不可分的。同时，医药产品的市场传播还必须考虑其持续性和全面性。为什么像飞龙、三株那样的企业尽管极尽传播之能事但最终却竹篮打水一场空？主要原因就是产品或者创意是虚弱的，无法支持其传播的持续性。为什么不少中小企业的一些产品确实不错但却难以打动更多的消费者？主要原因就是营销策划缺乏周密的整合思路，自然也就无法全面收到市场传播的效果。当今营销还有一种新型的传播手段，量贩式网络推广。

5, clever propagation fold is called integrated marketing communications pioneer Liu Yu containing said: in the homogeneity of the market competition, only communication can create a brand of alienation on business competitive advantage. Compared with other products, pharmaceutical products homogeneity phenomenon is particularly prominent. In the last century in the 80 s, the simple advertisement is enough to raise a brand; In the 90 s, omnipresent advertising can also hold up a brand; Today, the establishment of brand is far not that simple, in addition to the foregoing four aspects as the solid foundation, unique product design, excellent advertising creative, the reasonable form, the appropriate media, the optimal timing of investment, perfect promotion mix and so on many aspects are inseparable. At the same time, the medical products market spread must also consider the continuity and comprehensiveness. Why companies like dragon, three despite the best of transmission capabilities but eventually draw water with a sieve? Main reason is that the product or originality is weak, failing to support the sustainability of its spread. Why a lot of small and medium-sized enterprise of some of the product that is good but it is difficult to move more consumers? The main reason is no coherent integration marketing planning ideas, nature also can't fully received the effect of marketing communications. In today's marketing, and a kind of new communication means volume type network promotion.

8.营销策略折叠

8. Marketing strategy folding

 

 

 

 

品牌营销的策略包括四个：品牌个性（brand　personality）、品牌传播（brand　communication）、品牌销售（brand　sales）、品牌管理（brand　management）。

Brand marketing strategies include four: the brand personality, brand move), brand communication, brand communication), brand marketing, brand sales), brand management, brand management).

品牌个性：包括品牌命名、包装设计、产品价格、品牌概念、品牌代言人、形象风格、品牌适用对象。

Brand personality: including brand name, packaging design, product, price, brand concept, brand spokesperson and image style, brand applicable objects.

品牌传播：包括广告风格、传播对象、媒体策略、广告活动、公关活动、口碑形象、终端展示（在传播上，品牌管理与整合营销传播所不同的是，品牌管理的媒体可以是单一媒体，也可是几种媒体组合，完全根据市场需要决定）。

Brand media, including advertising style, object, media strategy, advertising, public relations activities, public image, terminal display (on the spread, brand management and integrated marketing communications, brand management of the media can be a single media, but also several media mix, completely according to the market to decide).

品牌销售：包括通路策略、人员推销、店员促销、广告促销、事件行销、优惠酬宾。

Brand sales: including channel strategy, personal selling, the assistant sales promotion, advertising, sales promotion, event marketing, preferential airlines.

品牌管理：包括队伍建设、营销制度、品牌维护、终端建设、士气激励、渠道管理、经销商管理。

Brand management: including team construction, marketing system, brand maintenance, terminal building, morale motivation, channel management, dealer management.