Brand competition is the highest level of market competition
Release Time:
2012-02-03 13:55
Source:
China Trade
In the era of thin profits, marketing has become one of the core tools for the survival and development of enterprises. Against the backdrop of global market integration, a company can only produce more if it markets more. Currently, many domestic enterprises have not yet established a systematic and complete concept and system of marketing on behalf of others, generally still relying on experience, intuition, or simply running markets and attending trade fairs.
Under the new situation of globalized competition, the transformation of marketing concepts is the prerequisite for enhancing a company's marketing capability. Chinese enterprises must shift their marketing concepts from traditional to modern forms, transforming their marketing philosophy to modern concepts such as market-oriented marketing, mass marketing, green marketing, and integrated marketing. This includes shifting from meeting market demand to creating market demand; from closed and independent marketing concepts to open and cooperative marketing; from functional marketing to a combination of functional and green marketing; and from product marketing to service marketing.
Based on the transformation of marketing concepts, enterprises must be adept at capturing and seizing market opportunities. Companies should strengthen market research and analysis according to changes in the socio-economic environment, analyze the status of enterprise resources, existing competitors within the industry, new entrants, substitutes, and consumers' bargaining power. At the same time, they must continuously study trends in upstream suppliers, pay attention to changes in supply costs, and explore business opportunities. Only in this way can enterprises gain the initiative in fierce market competition and remain invincible.
It is worth emphasizing that cultivating a corporate brand is one of the key measures to enhance a company's marketing power. Market competition generally unfolds on three levels: price competition, quality competition, and brand competition. Brand competition is the highest level of market competition, representing a company's product quality, service, and credibility. In the context of global economic integration, one main reason why enterprises in developed countries can continuously earn high profits during production transfer is that they grasp marketing and branding, manage customers, control the market through brand marketing to gain profits, and use profits and technology to drive enterprise upgrading. They transfer low-level industries to developing countries, then leverage control over technical standards and brand advantages to establish favorable pricing mechanisms. This causes enterprises engaged in low-level industries to earn only marginal labor remuneration, barely making a profit, struggling to survive, and unable to develop further. Therefore, enterprises should strengthen brand building and improve product competitiveness. From the enterprise's perspective: first, extend the industrial chain and increase investment in R&D, having higher positioning and design capabilities in design and manufacturing to create their own brand. Second, brand strategy enterprises should segment the domestic target market. Third, more effort should be put into marketing; a good brand must be tested by the market. Only with scale, high quality, sustainable development, and profit returns can success be achieved. Relying solely on producing, processing, and exporting low-end products under other brands cannot win in future competition.
With the improvement of a company's product strength and marketing power, it is necessary to correspondingly upgrade the target customers in the marketing field, gradually shifting from small and medium customers to large and medium customers. Additionally, the process of serving and cooperating with high-end and large-medium customers is also a process of self-improvement for the enterprise, learning from the advanced concepts and development experiences of high-end customers to guide synchronized development. This is one of the secrets to winning in the era of thin profits and a general rule for enterprise development.
(Excerpted from "A Brief Discussion on Business Strategies of Enterprises in the Era of Thin Profits" Ding Yong / Text)
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