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Many small and medium-sized sports product enterprises brand promotion center by enterprise "boss" directly the jurisdiction of a project of every do advertisement promotion are through enterprise "boss" audit, and too much by enterprise "boss" the influence of the thinking of. "The boss" no experience in advertising, usually with subjective consciousness pursuit of brand culture form too. Secondly, the enterprise is in brand promotion lack of sustainability, "this year go" Chinese wind "style, Supra shoes next year go" colour "style", in brand route linger. No continuity between the brand shaping, causing the fault promotion. This and enterprise "boss" thinking ", its circumstances alter cases "has the very big relations. Enterprise in the brand personality is too vague, let target consumption find out of reach, consumer groups to buy products have no sense of direction, for example: "model case" to mold the brand culture, but the product is from "model case" route. Leading to brand appeal point is just a blind shout out "slogan". Because enterprise "boss" brand operation of the route of the error caused major brand enterprise under financial pressure, which can lead to brand in the market less-known situation. This is the small and medium-sized sports product enterprises appear most difficult phenomenon.
How to solve the small and medium-sized sports product enterprises brand promotion in the most awkward problem? The brand culture to culture and product integration. For example: adidas "three carry" roots in the product research and development, has become a symbol of the products unique adidas products. Brand spread to persistent and continuity, enterprise "boss" not "its circumstances alter cases", listen to brand professional department of brand promotion, the height of the advice not his own thoughts suppression in the professional body, Lacoste shoes this kind "enterprise boss autocratic dictatorship" behavior should gradually shift. At the same time also want to be good at to give power to put to subordinates. Whether brand promotion or product promotion, small and medium-sized sports product enterprises to advice from the product itself attributes to refine the product selling point, not blindly pursuing the brand culture. International brands in brand promotion also do not forget the appeals of the selling point products promotion. Local small and medium-sized sports product enterprises no high brand products have "height" brand culture, the net result is that "chest is differ, died badly".
Small and medium-sized sports product enterprises brand awareness is limited, because some "boss" wide to sell products to a wide range to open up the network, and the brand promotion and couldn't keep up with their own, leading to open a store immediately and closed a final profit and loss of the phenomenon, in a local brand image. The more unfortunately small and medium-sized sports product enterprises set up branch to undertake laid extensive marketing channels in enterprise product resources reserve, not in time to supply stores to sell products, no, eventually leading to close shop.
Small and medium-sized sports product enterprises "boss" engaged in brand promotion must and channel network integration, such as channel arrangement more area can put some advertisements, Max shoes promote local area product sales. Such as surface decorate a wider terminal network can choose local television stations, surface decorate a narrow or sporadic distribution of terminal network can choose outdoor billboard. What is the brand layers are locked the sales channel; how How are the sales channel, the brand has for the channel do the corresponding brand promotion.
Facing fierce market competition, channel competition, brand terminal services for market and price competition, and small and medium-sized sports product enterprises want to stand out from the competition in the market, you must change small and medium-sized sports product enterprises "boss" thoughts and ideas, how to change the enterprise "boss" inherent concept, gradually to enterprise "boss" identity to the entrepreneurial mindset change, also is the enterprise brand vitality fast powerful reflect. 2011 competition between enterprises is still hot, each big brand increased investment in research and development of products and brands in the pursuit of product core technology and core competitiveness. At the same time want to be good at mining talents, to train creative talents, and in industry professionals can converge the forms the enterprise think-tank, for the development of enterprises provide discretion. The market can witness: a rapid development of enterprise, must be a has idea behind, thinking, good insight into market, are good at learning enterprise leaders.www.nikesneaker.cc

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