synonymTangible products(The specific form of products in the market) Generally refers to formal products
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Formal products refer toCore productsThe form ortarget marketA specific form of satisfaction for a requirement.Formal products are composed of five characteristics, namely, quality, style, characteristics, trademark, packaging, color, quality, weight, volume, vision, feel, etc.[1]
Chinese name
Formal products
5 features
Quality, style, characteristics, trademark and packaging
product quality
It is the life of products and the source of competitiveness
Product features
It refers to additional functions beyond the basic functions of the product
Brand influence
It can increase the value and obtain a stable market
The formal product isCore productsThe form that can be realized, that is, toMarket supplyThe appearance of the entity and service.For example, for a washing machine, its formal product is its product quality, appearance styleBrand nameAnd packaging;For a cinema, it refers to a building with many seats and projection facilities.
Even pureservice products, also has 5 similar features.The basic utility of products can only be realized through specific formsMarketing personnelEfforts should be made to seek more perfect external forms to meet the needs of customers.
Substantial products must pass certainProduct formTo reflect.
Product quality is the life of products and the source of competitiveness.Good quality is decisive for enterprises to win reputation, establish image, meet needs, occupy market and increase income.The understanding of quality includes not only the quality of the product itself, but also the quality of all links in the whole process of product quality formationTotal qualityThe concept of.
The decision of product quality level mainly refers to thetarget marketDemand levelcompetitorThe quality level of products and the product positioning strategy of the enterprise shall be comprehensively determinedEnterprise productsThe quality level of is determined at an appropriate level.Generally speaking, the enterprise's decision on product quality level should be to continuously improve product quality and gradually enrichProduct FunctionsAnd create a famous brand.In this way, the enterprise products can maintain a high level ofMarket shareandReturn on investment。E.g. GermanyBenzThe reason why cars have long enjoyed global fame,Mercedes BenzExcellent quality is an important factor.Mercedes BenzIt ranks fourth in Germany in terms of sales volume, and cannot compete with GMToyota、FiatBut the brand of Mercedes Benz isWorld brandThe reason why Mercedes Benz ranks third in China is that it has incomparable quality advantages, so it is recognized thatPremium carsAnd symbols of rank, status, and power.
Product features refer to productsbasic function ExtraneousAdditional Features。It is an effective way to distinguish from competitors' productsmarket competition The beneficial weapon of.The enterprise canTarget userTo design product features.For example, Toyota always increases the price by adding some functions and achieves operational success.CorporateMarketersBe sure to understand users' feelings about various features, and then study the cost of various features, so that enterprises can know the profit size of various features, andmarketing management In the event, priority should be given to those features with more profits to achieveEconomic benefits of enterprisesAndsocial resultsUnification of.
3. Brand and trademark decision-making
(1) Basic concept of brand
Brand is formOverall product conceptAn important part of.Famous brands can increase their value and gain a stable market.A brand is a name given by a seller to his product. It is usuallywritten words, mark, symbol, pattern and color.UsuallyBrand name, logo, trademark, etc.Brand name refers to the content of the brand that can be expressed in language, such as“east wind”, "Liberation", "Blue Bird", etc.Brand logoIt refers to the specific signs in the brand that can be recognized but cannot be expressed in words, including specially designed symbols, patterns, colors, characters, etc.The trademark is a specialLegal terminologyIt refers to the brand that the enterprise has obtained the exclusive right through legal registration.The trademark is protected by law and is an important property right andintangible assetsIts property right and use right can be transferred or sold.In addition to considering whether to adopt a single brand or multiple brands, brand design must also comply with relevant laws and regulations.For example, it is prohibited to use the leader's name, national flag, national emblem and other words and patterns as trademarks in China.Brand designIt must also pay attention to certain moral, in line with cultural habits and artistry;Must not fall into stereotypes, nor too profound.In short, a common feature of automobile brands is that they are conducive to the establishment of products in target marketsBeautiful image。
Brand isSustainable development of enterprisesOne of the most important resources of.In the carMarket developmentIn the process, the concept of brand is receiving more and more attention.However, many car operatorsBrand conceptAmbiguous, they often attach great importance to the shaping of corporate image and the promotion of products, while ignoring the value and role of brands.As far as an enterprise is concerned, its corporate image is at the first level,brand imageAt the second level,product linesAt the third level.A brand must exist in the enterprise and must rely on tangible products (services).However, this brand can be independent of the enterprise it represents and the products it relies on.Because the enterprise can be merged, united or reorganized, or may go bankrupt, the product canreplacement of a productOr update, but the value of the brand is eternal, is constantly value-added.The value of the same product can be doubled by changing a brand, which fully demonstrates the important value of the brand.“Lamborghini”The brand image of sports cars isCore valuesNot because of theM&AAnd change.Therefore, developing, shaping and managing brands is the foundation of enterprise imageProduct valueEmbodiment of personification.For cars with strong personality, brand meansmarket positioningMeans the value of product quality, performance, technology, equipment and services, which ultimately reflects themanagement idea。The brand image comes from the recognition of consumers and is "positive"Value chain。This value chain is influenced by people“Word of mouth”And "use effect".If we do not establish a communication channel for consumers, we will not gain the trust of consumers,Brand valueIs equal to zero.
The core and destination of brand image isCustomer satisfaction。userSatisfactionLargest DirectdriveIt comes from the degree of satisfaction with the use effect of the product, the value orientation of the product and the resultingValue for moneyThe feeling of.It is these factors that urge enterprises to constantly develop new products and improvetechnical equipmentTechnological content, continuouscost reduction。In other words, constantlytechnical progress。The car is different from the general commodity. It has the characteristics of high price, repeated use and repeated investment.Therefore, another more important driver of user satisfaction isMarketing systemOfservice level And functional diversification.In other words, the dealer isBrand buildingThe concrete embodiment of the should not only have the single function of selling products and obtaining benefits, but also havemarket development Spare parts supply, maintenance, vehicle beauty, insurance registrationfinance lease, installment payment, used car transactioninformation feedbackAnd many other functions.Marketing channelsIt is a bridge to build a brand to communicate directly with users and an important area to improve user satisfaction.The traditional marketing system cannot improve user satisfaction and shape brand image.Because they are horizontal, diversifiedDiscordanceOf.As far as dealers are concerned,No brandOr multi brand sales will inevitably lead toHorizontal development, single function, extended to othersBusiness fieldOperation, in this way, is bound to cause great risks, difficult management and no image.The importance of automobile brand marketing is determined by the brand value chain, which guides dealers to develop in depth and create more value and benefits through multi-functional integration and integrated services.For vehicle enterprises, brand marketing is conducive to concentrating manpower and energy on market research, market development, planning, development and managementmarketing network , which is conducive to increasing the dealer's service functions and helping the market shareproduct development The connection and cooperation with the production is conducive to the forward-looking planning of the market and the formulation of flexible marketing policies.It can stabilize the market, develop the market, divide regions, control prices, and make dealers become powerful helpers in market competition.At present,Buick、Honda、audiOur marketing network is developing in depth.Their basic feature is that dealers are exclusive in operation, that is, they specialize in products of specific brands. The dealers have independent or relatively independent legal person status, and have independentFinancial accountingFunctions, multi-function integration, unified image, and the entire network systemflat structure , directly facingend userSales, etc.[2]
