America's Microwave: Product Marketing to Brand upgrade - the United States, the microwave, steam m by na b
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America's Microwave: Product Marketing to Brand upgrade - the United States, the microwave, steam m by NA B
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Article Posted: 02/23/2011 |
Article Views: 89 |
Articles Written: 2638 - MORE ARTICLES FROM THIS AUTHOR |
Word Count: 775 |
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America's Microwave: Product Marketing to Brand upgrade - the United States, the microwave, steam m |
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Business,Business News,Business Opportunities
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In the party and state that "building an innovative country" great strategy, the domestic enterprises have to take action and implement this strategy, the global microwave industry leading brands?? The United States in the microwave for "branding" path is a good example of this. New Year began, the United States began using the microwave CCTV advertised: "Food is still steamed taste?? The United States in the microwave." The advertising message that: microwave oven was introduced in China in the past 20 years, turning to the people to provide better meet the spending habits of the feature, which not only marked the United States in the microwave to the strength of industry innovation, the industry achieved its "Insert spaces", more marked from the domestic microwave oven market, "product marketing" to "branding" of the upgrade. U.S. domestic sales of microwave ovens, general manager, said Zhang force, since 2006, the United States in the microwave on their national patent product?? "God of Cookery steam tyrants," and the "steam microwave" development, with the entire industry value to consumers, for the United States in the microwave, "finding a seat," and other brands to achieve an effective segmentation; also for the entire industry "to find a seat," so that the user of the kitchen microwave oven has a fixed seat. Meanwhile, the next three years, the United States in the microwave will focus on "food yet, I would like to enjoy a" core value of the brand to launch a comprehensive brand promotion strategy, and that its goal is not only to become a "brand in the industry" must be microwave oven brand's most loyal consumers. "Price war" turned "branding" Since the eighties of last century, microwave oven into the Chinese market so far, people's impression on the industry, is still similar to the "straight down exactly how much the price, how much per original number of dollars at current prices" and "price war" in the picture. State Council Development Research Center of Market Economy Institute deputy director of Mr. Lu Renbo comments that: "In early trade, the domestic microwave oven market monopolized by a few foreign brands, the price easily two or three thousand dollars, profit margins too much, the new entrants to the price war as a means to serve as a catalyst for market cultivation. "In the 10 years after the price war, not only the domestic market, industry structure has been formed, and the global market is basically dominated by the 56 brands, including the United States, the Grand Shi and other Chinese brands have annual sales of more than 10 million units worldwide. However, after the formation of structure in the industry, "price war" against the negative impact the healthy development of the industry is increasingly apparent: First, the low-end products, market share is too large, would destroy the whole industry, consumers confidence; Second, blindly price war, making the industry's profit margin close to "zero" so that the various industry enterprises lack the resources into technological upgrading; Third, the low gross margin, is not conducive to fostering a high-quality industry chain, to destroy the industry confidence; Fourth, low price make the industry a "scale of economy" and, ultimately, harm the interests of consumers. Is aware of the "price war" at this stage, the negative impact to the U.S. microwave industry giants began, led by their own efforts, initiated strategic transformation: from product as the carrier's "price war" to upgrade to brand as the main "value war." In 2006, the United States and the microwave oven light a promotional gift, it reduced by 50% over last year, but will invest more resources to new product development, to upgrade its technology. As a result, the market was constantly there, "Ziwei light", "steam Ziwei light," "God of Cookery steam tyrants," "flat microwave oven," and so the new value products. Is worth mentioning that from 2006, microwave oven industry has turned to the "harmonious" path of healthy development, before the "bloody" was "moderate" and replaced. Lu Renbo said, "China's microwave oven industry to enhance competitiveness in the global market, the harmonious coexistence between industry giants is necessary." From the brand's image, influence, reputation, the US's footprint in the high-end, Georgia Lan Shi is occupied in the low-end, each has a different consumer groups. "Branding" of the "sword" "Who won the consumer, whoever wins the market. I am a professional writer from Components Electronic suppliers, which contains a great deal of information about garmin rino 120 , garmin forerunner 310xt, welcome to visit!
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