"Service is an important ability to test the sustained and stable development of an enterprise. As a leading brand strategy in China home furnishing industry, Gujia Home Furnishing has been focusing on improving customer satisfaction. In order to cope with the changes in communication channels in the new media era, Gujia Home recently set up a "Customer Satisfaction Office" led by the vice president. The office will focus on online communication channels, collect, sort out and feed back the contents related to brand strategy in time through real-time monitoring of Weibo and online reports, and respond to relevant suggestions, feedbacks and complaints quickly and efficiently. Through the construction of this channel, we will strengthen communication and responsiveness with customers, improve customer satisfaction, and build a brand strategy of service first in the home industry. "
In order to be known by consumers in the economic market, enterprises need to establish their own brand strategy, so small and medium-sized enterprises need to innovate their own brand strategy efficiently in order to be known by more consumers.
Brand strategy 1. Product innovation
Including the functional innovation of the product itself and the innovation of product packaging. Coca-Cola's product innovation mainly lies in product packaging innovation. The innovation of household appliances such as air conditioners and color TVs and electronic products such as computers and mobile phones mainly focuses on functional innovation.
Brand strategy II. Brand communication strategy innovation
In the era of information explosion, the innovation level of communication strategy in brand strategy directly affects the effect and cost of brand communication. We advocate the ultra-low-cost brand operation concept of "one penny for one thing", which directly requires enterprises to strengthen innovation in brand communication strategy. For example, Zhuo Yuan brand organization launched the "Pearl Diamond Competition" which shocked the whole jewelry industry when operating the Xueer Pearl brand owned by chinour Jewelry. It won tens of thousands of free reports including authoritative media such as CCTV and Phoenix Satellite TV without spending a penny on communication expenses, which not only fully demonstrated the strength of Xueer Pearl brand, but also greatly enhanced the brand image of China Pearl.
Brand strategy three. Marketing channel innovation
In the case of weak funds, small and medium-sized enterprises need to find another way to "not take the usual path" in order to realize the effective "transfer" of products to consumers on the basis of ultra-low cost. For example, when Zhuo Yuan brand runs a bamboo shoot brand, on the basis of fully analyzing the industry characteristics, consumer behavior characteristics and channel status, it combines the virtual and the real, changes the auxiliary channel into the main channel, and focuses on the promotion of catering terminals, thus avoiding the expensive channel expenses and the sniper of competitors, and has achieved unprecedented success.