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機(jī)電企業(yè)的經(jīng)營(yíng)策略及誤區(qū)分析

瀏覽次數(shù)：1229次 發(fā)布日期：2013/5/20

     隨著機(jī)電一些行業(yè)不斷經(jīng)歷洗牌，國(guó)外品牌企業(yè)對(duì)國(guó)內(nèi)企業(yè)的不斷沖擊，許多企業(yè)在飽經(jīng)市場(chǎng)磨礪之后，也欲打破同質(zhì)化競(jìng)爭(zhēng)的微利局面，轉(zhuǎn)而重點(diǎn)著手品牌建設(shè)，走品牌戰(zhàn)略。

良好的品牌是企業(yè)強(qiáng)大的無形資產(chǎn)，品牌不僅能夠提升產(chǎn)品的附加值，還能給企業(yè)帶來相當(dāng)一批具有品牌忠誠(chéng)度的消費(fèi)客戶。品

牌效應(yīng)是企業(yè)經(jīng)營(yíng)價(jià)值                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   源源泉，能夠持久地為企業(yè)帶來可觀的收益。

　　品牌建設(shè)雖然對(duì)于企業(yè)的長(zhǎng)遠(yuǎn)發(fā)展具有舉足輕重的作用，但品牌建設(shè)并非一朝一夕的事情。許多急于轉(zhuǎn)型、欲將品牌做大做強(qiáng)的機(jī)電企業(yè)往往在品牌經(jīng)營(yíng)上還存在著一些誤區(qū)。

　　據(jù)了解，許多機(jī)電企業(yè)往往錯(cuò)把名牌當(dāng)品牌，或直接把品牌和銷量劃等號(hào)。有價(jià)值的品牌固然知名度和銷量較高，但知名度和銷量的提升僅僅是品牌經(jīng)營(yíng)的一個(gè)方面。

　　許多機(jī)電企業(yè)在廣告宣傳上大量投入，在短時(shí)間內(nèi)增加曝光率，獲得了一定的知名度。但品牌經(jīng)營(yíng)要比這復(fù)雜的多，品牌除了知名度高、辨識(shí)度高等特點(diǎn)之外，還具有著豐富的內(nèi)涵，這也是品牌價(jià)值所在，而內(nèi)涵的形成不是一蹴而就的，需要企業(yè)細(xì)心經(jīng)營(yíng)。

 

　　首先，企業(yè)需要樹立正確的品牌競(jìng)爭(zhēng)意識(shí)。

        機(jī)電企業(yè)應(yīng)該認(rèn)識(shí)到，品牌經(jīng)營(yíng)是一個(gè)長(zhǎng)期的系統(tǒng)工程，需要整體規(guī)劃。企業(yè)需要以過硬的產(chǎn)品質(zhì)量和服務(wù)為基礎(chǔ)，根據(jù)自身的特點(diǎn)加以對(duì)市場(chǎng)的準(zhǔn)確分析，量身定制品牌發(fā)展計(jì)劃。切忌只顧眼前銷量盲目宣傳，防止因此造成的時(shí)間和資金的浪費(fèi)。

 

　　其次，企業(yè)在實(shí)施品牌經(jīng)營(yíng)的過程中，需要做好定位。

       對(duì)產(chǎn)品進(jìn)行定位、對(duì)獨(dú)特品牌文化進(jìn)行培養(yǎng)和深入挖掘、同時(shí)精準(zhǔn)爭(zhēng)取目標(biāo)客戶群，切忌一把抓。打造品牌特征和個(gè)性也是塑造品牌內(nèi)涵的重要組成部分。雖然能夠做到行業(yè)標(biāo)桿地位的品牌有限，但是隨著社會(huì)需求的多樣化發(fā)展，機(jī)電企業(yè)必須要準(zhǔn)確地明晰自身的定位和目標(biāo)客戶，才能在培養(yǎng)消費(fèi)者品牌偏好和忠誠(chéng)度上也更具針對(duì)性，能夠把錢花在刀刃上。

 

　　第三，企業(yè)在品牌經(jīng)營(yíng)中需要做好宣傳，提高品牌曝光率和知名度。

        在品牌宣傳上，機(jī)電企業(yè)也需要對(duì)當(dāng)前的媒體行業(yè)有一定的了解，選擇適合品牌定位，性價(jià)比較高的媒體進(jìn)行投放宣傳。尤其是在電子商務(wù)盛行的當(dāng)下，網(wǎng)絡(luò)媒體和電子商務(wù)平臺(tái)數(shù)不勝數(shù)，但并不是越有名的就越好，也不是越貴的就越好，只有適合企業(yè)的才是最好的。同時(shí)，選擇了好的平臺(tái)也需要專業(yè)化的人才來進(jìn)行經(jīng)營(yíng)，穩(wěn)定和提升品牌宣傳效果。

 

　　      另外，亦有一些頗具實(shí)力的企業(yè)會(huì)實(shí)行多品牌戰(zhàn)略，不同的品牌來推廣不同檔次的產(chǎn)品。雖然多品牌戰(zhàn)略能夠擴(kuò)大產(chǎn)品的覆蓋面，但也容易分散企業(yè)品牌建設(shè)的力度，消耗財(cái)力。機(jī)電企業(yè)發(fā)展多品牌戰(zhàn)略還需謹(jǐn)慎。