Guide language
Rural economics of instantly our country got high speed develops, progressively emerge in large numbers gave countrywide each district brand of a few produce, there is no lack of among them a few well-known trademarks. However we discover, produce serves as traditional industry, the brand names also put in the issue with too traditional move, name directly with the name of producing area, author more. You know, it is important that a good name has many to brand development? How can you just take a good name after all?
Does good produce name have why action?
The product name with good 1. conduces to the produce of the enterprise and other competition tasting photograph distinction. Leave deep impression to can give customer, the design of produce name should avoid to use what had used on congener commodity or phonic justice the name of identical, close. Otherwise, cause consumer very easily to be known to produce brand unsharpness and ambiguous to the understanding of the enterprise.
The product name with good 2. can help produce brand build and maintain the good image in consumer memory. Those who consider consumer culture level and aesthetic idea is ceaseless rise, more pure and fresh and decorous, do not fall the produce name of convention, not only the high grade that can show produce more, also can model a company image high quality scales thereby.
The product name with good 3. still can reflect a produce attribute to be able to give consumer brought profit, pass sensory stimulation thereby, make consumer generates cognitive to product, enterprise demand, this is the foundation of business development popular feeling.
The product name with good 4. not only the masses mentality that can hold consumption, return what can arouse consumer to buy intention, make of produce company image build have a foothold, this also is produce brand builds the issue that needs an attention most currently.
5. produces the name of an article to weigh legalization, undertake below the relevant regulation that follows trademark law and intellectual property standard, can protect the interest of the enterprise already so, also can assure the benefit of other company.
The product name with good 6. still can notice the otherness that the nation is used to, such not only make the figure of produce industry more effective, also can implement specific aim more, especially the be fond of of domestic and international various places and no-no existence are worn very big different, the brand names more should careful.
Produce gives a name skill
1. names with person name. This kind of name or the credit with the person attract customer, or cause people with figure of the history, fabulous figure the imagination to commodity. Be like " Zhan bee garden " bee product, " always blessing " azalea, " Yu Wang " product of card agriculture machinery.
2. names with name of animal, flowers. With figure name of good animal, flowers names, can arouse the people attention to commodity and good opinion, go after some kind of symbolic significance. Of the city that be like a stage " jade Lin watermelon " , " celestial being Mei Yangmei " , " 1000 Xie Chun rice " , anxious make " iron rod yam " wait.
3. names with producing area name. One party natural environment raises one party person. A lot of produce suffer the effect of natural environment, difference of its quality, flavour, mouthfeel is bigger, the district sex of produce is consequently stronger. Use producing area name to name, the person that conduces to these places produces close feeling and trustful move to the product. If Shanxi is old celery of card of channel of peak of wool of Huang Shan of tea of Dragon Well tea of Yang Li of mature vinegar, Lai, Hangzhou, Anhui, Home Ma.
4. is pretext to name with modern science and technology. Name with this kind of method when having, era feels, make the person has contemporary, modern etc experience. Be like clever treasure " SOD " sweet apple, "3 true " Fu Xi rice.
5. makes craft and commodity bases name with commodity. Such naming can cause consumer to produce reliance to feel to product quality. Be like " Shan Bei " food of mountain products special local product, " its roc " organic tea, " long garden " feral tea-seed oil.
6. with having emotional colorific lucky word or commendatory word name. Can cause people so the good impression to commodity. Be like " think you very much " jujube piece, " Fang Xin " (homophonic is at ease) rice, " treasures " card Chu chrysanthemum.
7. names with company name. This kind of brand that names with company name, stressed the name of commodity producer and reputation, can deepen consumer the acknowledge to the enterprise, conduce to outstanding brand image, with least advertisement investment obtains first-rate to spread the effect. Be like industry of square glad rice " Fang Xin " card rice, of 3 true rice industry " 3 true " the Fu Xi rice, inn that be stationed in a horse " 1+1 " of range line of business " 1+1 " flour, it is the example that regards a brand as the name with company name.
Anyhow, outstanding and exact brand name, can the area lies between competitive brand, bear the weight of brand culture, reflect brand spirit, deliver brand commitment, communicate actively with the client, stimulative product is sold, promote a brand image, save the cost that the brand spreads greatly, cut contribute succeeds the time of the brand and cost, want to stress particular strategy when naming to produce so, ensure the good name that can have to facilitate transmission has feeling of affinity, self-identity, reliability again already to it, those who make is true walk out of area, move toward the whole nation and even world, make unfailing old brand.
How does agricultural brand plan cast off policy to change a trend to commercialize
The development of enterprise of industrialization of agriculture of a lot of area cannot leave government and policy give aid to, this makes one part enterprise formed serious government and policy to depend on, ageing of company operation mechanism, business management extensive, market competition is adverse.
According to Beijing sale of Li Jun century engineers an orgnaization to consider to discover, at present nearly 4 is in such condition into the agricultural industrialization enterprise of half, the enterprise is not do not think " ablactation " , however, on one hand, the support of government and policy still is put, still not be willing to abandon this sky dropping " pasty " , on the other hand, form brand sale laziness for years, the intense market that thinks of the trend is commercialized competes the heart gives birth to fear a few minutes.
Agricultural brand engineers expert Ren Lijun to point out, as 18 3 in the reform of plenary meeting is thorough, of the government give aid to policy general by " hello eat kind " change policy guiding to means, especially agricultural industrialization enterprise will is faced with " ablactation " predicament, according to current development situation, a few enterprises, "Ablactation " mean death, the amortize in policy be issued to lower levels period inside, the enterprise must be moved toward as soon as possible commercialize, take the route that brand sale develops.
"Enter the market " no longer " look for a mayor "
From the market consumptive demand sets out will think, undoubted, agricultural industrialization enterprise is most the industry that gets market favour, in the meantime, this industry also will be the long a major programme of lasting importance that matters to the national economy and the people's livelihood, a day that when won't have decline forever, this was answering civilian the truth that is a day in order to feed. However, the hair of China's current agricultural industrialization business develops form and not allow hopeful, basically be the development mode that this industry goes, count government and policy morely give aid to. "Look for a mayor " than " enter the market " will more easily mix simple.
However, as the rapid development of market economy, "Mayor economy " will exit historical arena, agricultural industrialization enterprise must learn to be entered in the ocean of market economy swing. One batch approves agricultural industrialization company, cast off already " mayor economy " , enter market economy, obtained successful development. Just is tamp of brand of this batch of agriculture industrialization the basis of brand of Chinese agriculture industrialization, sturdy also government " ablactation " decision.
From common phenomenon can see, agricultural industrialization enterprise of China also should learn to be in the market " swim " . Come nearly 3 years, agricultural industrialization enterprise does the scale that brand sale seeks advice from to present rapid growth, it is the scale in all industries is top.
Among practice, we discover, a few district governments that bear the blame made this bridge, the cost that engineers in view of brand sale is relative taller, a few in load of company of industrialization of smallholder course of study rises to be weighed quite, the government invites a brand to engineer an orgnaization to have a service with respect to the angle that develops from area agriculture industrialization, it is clear to do program of whole of development of area agriculture industrialization, measure, method, train of thought do program of whole of development of area agriculture industrialization, measure, method, train of thought first, again by the government company of estate of agriculture of area of relevant section dominant is undertaken fulfilling executive. The government is in have not " ablactation " before with policy lever guiding enterprise moves toward the market, in order to assure a company " ablactation " later can control the market.
In doing a brand to plot service course for agricultural industrialization enterprise, we discover a law, after shifting the eye to the market from mayor body when the enterprise, although face a challenge, but the desire that promoted a business greatly however and ability, a lot of enterprises changed 20 years, the profitable mode of 10 years of consistent day, came true to span type grows. Past is to look for a mayor to want policy, be unavoidable to want to see look, the market is done nowadays big, the mayor looks for an enterprise to send resource, hope enterprise can integrated more resource, make the market of older structure. When looking for a mayor, policy is used not dependably, when the mayor seeks a company, resource is used dependably.
Enter the market to be about to make a brand
Competed in the market in the past, saying with its is compete with the competitor, if say,be being returned is compete with policy, should take policy only in one's hand, can make sure the enterprise has certain gain level, this is traditional agricultural industrialization business is basic live mode.
Nowadays, true extent competes to the market, competitive germ is a brand, this also the place of deep-rooted bad habits that just is enterprise of Chinese agriculture industrialization. Not be to say agricultural industrialization enterprise does not have a brand, but its brand strength is relative weaker.
When we are doing brand of agricultural industrialization company to engineer a service, often discover, majority enterprise does not have clear sale strategy program, do not have specific aim brand to make a plan more, its registered trade mark says with its is a brand, be inferior to saying is a label that is protected by law, consumer buys its product, often carry the option that the comparison of the price will come to make.
Apparent, such brand sale basically stays in primary level, the brand with enough without generation brand is add value, consumer is far to the price acknowledge of the product exceed brand acknowledge, market performance is extremely flabby calm, once encounter the price of other company is pounded, the market can encounter heavy defeat immediately.
To agricultural industrialization enterprise, be a big inning at present, the common phenomenon of industrialization enterprise is the brand is changed infirmly, this offerred chance to devote oneself to to charge the agricultural estate company that sways the market, once establish a powerful brand, can take banner chance in market competition, bring powerful market competition protective screen for the successor.
Agricultural brand sale engineers an expert to think, brand of agricultural industrialization company makes can abide by a few following rules to undertake:
1
Character basis
Conscience character is the point that agricultural industrialization brand must grasp correctly certainly. Accordingly, the process is made in agricultural industrialization brand in, character is the basis that the brand makes. Sale revolution is entered in market sale 3 timeses, the rapid development of Internet makes information height vitrification, the enterprise should portray strong character idea for the brand, the acme character idea that mentions like Internet thinking personage is same, agricultural industrialization enterprise consumes the product system that give priority to finally with the entrance, character is the core central issue that consumer pays close attention to forever, once the brand delimits with top-ranking character equal-sign, the foundation that the brand builds will be quite solid.
2
Professional fixed position
The Cenozoic Era consumes group of retrorse fixed position to the brand more and more apparent, they can put forward their core to consume demand, brand of in an attempt to can be accomplished. The general brand fixed position of reach every aspect of a matter has shown no longer solid, the brand image that makes major can attract customer more.
Consumer is all-purpose to those model brand interest will decline, figure general can attract the brand that has professional fixed position more the eyeball of consumer. Accordingly, agricultural brand engineers expert Ren Lijun to think, the enterprise must seek appropriate fractionize market, accomplish exact market fixed position, become a target to consume the expert figure with group of some field contented requirement thereby, then forms professional brand fixed position.
3
Brand sale plans
The core source that the brand establishs is not the concoctive activity such as brains storm, this kind of activity can be brought for the brand only make method and method correctly, can not bring brand value ground promote for the brand, cannot establish overmuch brand capital fund more. So, what is the core source that the brand establishs? Brand sale plans.
Of the brand found come from certainly at consumer, come from Yu Jiang's big market sale to implement power certainly, conversely, the brand can be aided again push market sale to carry out, bring better sale performance to the enterprise. Accordingly, in the process that we are having the brand is founded, making scientific and effective brand sale plan is necessary. Oversight of a lot of enterprises these, found to the brand do art of a few blind to change construction, basically won't found to the brand it is good to bring too much profit.
4
Super experience
What agricultural industrialization brand succeeds is a bit more important it is the super experience that brand place brings, this kind of super experience not only can bring consumptive value to consumer, can bring consumptive experience to blame consumer even, it is very wonderful thing really. Accordingly, ren Lijun of expert of agricultural brand plan suggests the enterprise does the consumptive experience of good brand to found.
We know, Dai orange brand has made one of famous agricultural brands, although silk of a lot of consumes a group to enjoy the perfect consumption of Dai orange product to experience without ability, but because participate in,arrive however among process of sale of Dai orange brand, gained the consumptive experience of mental level, a lot of people are flourish with participating in process of sale of Dai orange brand. To agricultural industrialization brand, must explore a brand to consume experience element, disentomb the perfect consumption experience that can form consumptive value.
Strong brand should have innovation sale mode to prop up
The grows lot market competition of agricultural industrialization enterprise is all-time, although traditional sale pattern is extensive use, but already cannot depend on invincible of this one mode. As the aggravate that the market competes, on the foundation of traditional sale mode, each enterprises are discussing innovation sale mode, develop in order to support an industry quickly.
Agricultural brand engineers expert Ren Lijun to point out, brand fixed position decided the exploration way of innovation sale mode, be not type of bold and resolute to the ground innovates even if innovate, right sale pattern innovates or want to be given priority to with me, the breakthrough is traditional, find the breakthrough place of rapid development, this is current what mode of sale of company of Chinese agriculture industrialization innovates is essential.
Sale revolution 3 timeses, the rapid development of Internet, 80 hind 90 hind 00 hind Neozoic consumption group rise abruptly, the concussion that place of agricultural industrialization company is faced with and temptation are greater and greater, the sale breakthrough place that if where,enterprise oneself finds under concussion and temptation is crucial.
Among sale plan practice, we see, dedicated march at enterprise of traditional and current channel the unsuccessful case of the hard-land that contemporary Shang Chaoqu, also see, do poineering work model agricultural industrialization enterprise enters Chen Ji of channel of electronic business affairs to fold sand directly, of course, we also see, 3 squirrels can have his moment quickly the classic case of Internet sale. Sale engineers expert Ren Lijun to think, the enterprise must face reality to undertake reflection when innovation sale mode, the resource conformity faculty that includes the expands level, business near future target with located enterprise and long-dated target, company, need to bring into ponder over limits, in order to assure the directional nonexistent deviation that sale mode innovates.
2012, we once served industry of bibcock of industrialization of agriculture of level of state of a Henan, its are dedicated all the time at traditional and current channel, sale mode compares ageing, the enterprise suffers all the time tired hereat, cannot gain revolutionary headway.
Later, the enterprise decides to march modern trade exceeds channel, develop innovation sale pattern, investment is huge as a result effects is very small. The reason is sale mode innovation is too Utopian, copy the sale pattern of industry old blindly.
Later, after we come in, did not change the 34 lines market with company dedicated place, on this foundation, the high end in strengthening pair of 34 lines markets is consumed group breed, then makes the product combination of the enterprise more balanced, the situation of product of the high end in changing past enterprise to do not have. For this, sale engineers expert Ren Lijun to point out, 34 lines market also can have your work to be likewise.
