Seven strategic direction positioned to help enterprises accounted for a place in the hearts of customers.

 

1. product attributes and benefits - location

 

The most common method is a significant difference in the positioning of the brand image and benefits based on the unique nature of the product, shaping and competitors. Location is not necessarily limited to one property and interests, emphasizing multiple attributes and benefits are the preferred option.

 

Product attributes and benefits from the start, the most likely to develop a unique product positioning, as consumers in the purchase decision process, unique and significant property and interests are the most important option. For example, simple and safe operation of automatic teller machines, easily recognizable quality apparel products, attractions rich and worth the price of the tour.

 

2. The price, quality and location method

 

Price and quality is the best indicator of the value of the reaction product, the consumer is familiar and easy to read and compare. High price represents high-quality concept deeply rooted in the minds of consumers, as consumers have a tendency to pursue a high level of life and mentality, marketing high-end product manufacturers understand this.

 

3. Use or application targeting method

 

From product-specific use or application method cuts can often find a suitable location. In product positioning as a base, we can quickly enter the market, but also to expand the product range a marketing strategy.

 

The era of rising energy costs, energy manufacturers have committed to the development of alternative energy sources. Production of automotive battery kingdom Xuan Tech Power Energy Company, lock specifically for automotive use battery power into the market, and further expand the use of the battery power to all types of vehicles.

 

4. Product Level - location

 

Product grades are often the focus of competition, whether tangible or intangible goods and services vendor, product division level will be reached in each market segment occupies a unique positioning purposes.

 

Automobile plant with the use of different brands and grades, find positioned to cater to different customer needs. For instance, VW owns Porsche, Audi, VW, Bentley and other 11 brands, representing different levels of car, open up the market.

 

5. The product user positioning method

 

Specific users of the product so that the force is often an excellent point positioning, such as Centrum multivitamins for user age, gender specific needs, physical, launched adult Centrum, Centrum children, men keep a meal (especially zinc ), women with Yinbao board memory (calcium-rich), the products were given a clear position, extending the breadth and depth of the product line.

 

6. Competition-oriented positioning method

 

Marketers most taboo mention a competitor's name or product in advertising and marketing activities, but in a highly competitive market, the precise target specific competitors, finding the right positioning for the product or brand, but it is a very effective strategy.

 

Car rental companies such as Avis, facing the leading manufacturers Hertz, soft posture adopted her second child policy philosophy, stressing "we are second, we will make more efforts" modest positioning itself as "the second," complemented " We will make more efforts "to win the favor of consumers.

 

7. cultural characteristics - location

 

Culture has a special significance and value irreplaceable, when people see a symbol that represents a specific cultural or symbolic when not evoke nostalgic memories that sprouted extra intimacy, uniquely positioned to be found for the product.

 

When a culture containing a specific meaning, not only easy to read, easy to remember, but also to highlight and differentiate competitors. For example, historical feelings brand sun Church, Guoyuan Yi, black, big black pine and other lovers; flaunt rich cultural atmosphere of the museum, cafes, art shops, houses and the like.

 

Whether it is product, brand or company, after market segment, to find the target consumer group, as long as the appropriate positioning and distinctive, with the correct strategy, tactical co-ordination and follow-up work will not be lost.

 

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A guiding ideology:

 

The book is the ladder of human progress, "there is poetry and literature abdominal gas from China", 20xx years, the City Board of Education put forward and build a "culture Ningxinjuli by Gakken rich brain Slim" management philosophy, educational achievement fruitful, education thriving. In the elegant atmosphere of strong cultural influence and guidance of reading and learning become a common practice, increasingly elegant image of teachers, students' thinking more open, focus on shaping the connotation of development, education, learning to move closer to the law.

 

To further implement the construction of the campus to the requirements put forward by the EDB, improve the school campus to construction work to expand the reading surface, increasing the amount of reading, to promote more books, good books, read good books, read the whole book, focusing on the students' lifelong development, the school will actively carry out large reading education efforts for students to create a scholarly campus, so that students become accustomed to reading, to make the campus richer cultural heritage, full of wisdom and vitality. Strive to create a "scholarly individual" "scholarly class," "scholarly family", and strive to create rich, distinctive campus culture, to enrich the spiritual life of teachers and students, teachers promote healthy growth of poetic promote comprehensively improve the overall quality of students.

 

Second, theme

 

Moist scholarly, shaping the noble soul

 

III. Objectives:

 

So that teachers and students need to become a reading, a pleasure, a habit, a kind of harvest, the teachers and students learning to become the conscious action to promote the sustainable development of school education and teaching. Total activity ideas: Read good books, plastic virtue, stand Yoshiyuki.

 

1. Training of teachers and students keen interest in learning, establish the concept of lifelong learning. From reading start, the creation of strong reading atmosphere, rich integration of reading resources, carry out a variety of reading activities, and accompanied by a good book, access to knowledge, broaden their horizons, strive to cultivate taste, to develop good code of conduct, promoting schools connotation construction , improve teaching quality, the teachers and students to study the culture of lifelong learning into consciousness, consistently pursued to promote good school spirit, teaching style, study style of the formation of a harmonious campus.

 

2. teachers to develop good study habits and habits of reflection, the simple "Reading is a need" to "Reading is a responsibility," "Reading is a pleasure," "Reading is a useful life way "to promote teacher's spiritual life, relaxing and enjoying the spirit of baptism, enjoy a better life. 3. actively promote the students' reading I grew up with "ideology, to help students develop good study habits, reading methods to teach and inspire students to read spontaneously, consciously interest reading, expanding reading surface, increasing the amount of reading, and more reading, read good books, good reading. Allow students to become lifelong reading habits for students happy life foundation.

 

4, through reading activities, gradually formed teachers, parents and students of the Trinity, to participate in school activities, and create a good study environment, to promote the "scholarly individual, collective scholarly, scholarly family" building.

 

Fourth, to carry out reading activities

 

1 student reading activities

 

(1) conduct a study class meeting. On the class meeting, held a "scholarly moist, shaping the noble soul," the study launch event, called on all students actively involved in "construction of the campus" activities like reading activities.

 

(2) Each year students to develop scientific reading program under the guidance of specific language teacher.

 

(3) Each student has a specific reading notes. Chinese teachers are responsible for the health of the student reading list. In reading class, teachers should teach students to master the correct method of reading, writing and directing student reading notes, student week less than 800 words excerpt, language teacher checked once a week, ending on students' reading notes Zhanping activities.

 

(4) the weekend, during the Ching Ming Festival holiday, the Dragon Boat Festival, summer, etc., to encourage students to look at their schools at home book excerpt exciting segments, each semester to conduct a study notes outstanding contest.

 

(5) to further improve the school library, the librarian choose to recommend new books, lending to students. The history of mankind's most valuable and most can move people recommend books to students, the rich flavor of the times book recommended to students. In the students' reading, to emphasize the basic unity and development, the most read book in favor of their own spiritual development, reading books most suitable personality development. As ancient poetry and prose reading classical literature classics appreciation.

 

(6) Schools regularly organize students to carry out practical activities related to reading. Such as: China prose poetry recitation contest boutique, "reading changed my" essay contest, "My reading famous" solicitation, "Jiao River rhyme book" electronic newspaper student exhibition, and so on.

 

2, teachers reading activities

 

Teachers should learn adhering to the "high school teacher, who is the norm" principle, in a comprehensive study to improve the overall cultural quality, based on the focus on learning educational classics, original, education by learning classical theory, so that teachers long-term perspective, a strategically advantageous position, guidance and reflect on their own teaching practice, teachers stimulate thinking skills and critical thinking on education issues, efforts to change the concept, thinking, education and innovation.

 

(1) requiring teachers to read a good book into four categories: reading classics, by culture; teaching reading monographs, strong teaching practice; pedagogy read psychology books, psychology student Wu; reading newspapers and magazines, knowledge of world affairs. Teachers in reading, to grasp the principle, the method is implemented as the basis, professional development, academic development in depth. Stress the importance of reading to stimulate interest in reading people lasting, sustainable thinking caused people to read, to form a lifelong habit of reading good.

 

(2) Each semester the school library to purchase a number of educational books, rich reading of books, reading all teachers each semester at least two, and complete reading notes, writing reading experience.

 

(3) the timing open reading room school, teachers use their spare time to study the relevant educational theory. Schools should be fixed within the research group of teachers or time to organize collective learning.

 

(4) requirements for teacher education often write essays, prompting teachers to their daily education, teaching, learning theory, understanding of life, reflect on student development.

 

3, family child read a total of:

 

The family is the positive impact of those students extracurricular reading, it is important supporters. Parents should correct view of students' extracurricular reading, it can not be considered extracurricular reading is to see light readings. Parents should set an example, not addicted to playing cards, mahjong and other activities, take the initiative to lead the children together to read extracurricular books, and explain to the children to cultivate children's interest in reading extracurricular books.

 

(1) requires students to take the initiative from the nearby co-parents read the entire book, to talk about their feelings.

 

(2) suggests that parents and children together to complete a paper form of parent-child reading thoughts and experiences, content can have both parents' feelings, children may also have feelings and experiences.

 

(3) to the parents of a healthy and active year for each segment students to read books, newspapers and journals, like teen series of literary classics, and so on.

 

(4) held a "classic American text, parent-child reading" "I'm reading, I'm happy." "I've read a good book." "I grew up reading" and other activities on a regular basis.

 

Fifth, the implementation phase arrangement

 

(A) a first stage (20xx.3.5-20xx.4) - to create a reading atmosphere for scholarly students filled every inch of space around

 

1. Improve and perfect the system library to borrow books, purchase new books for teachers and students to provide a good reading environment for them being in the book of the ocean.

 

2. Establish an effective inter-class, book exchange mechanism between students and encourage the flow of sharing, utilizing rich library resources. Explore effective classroom book corner building programs to enable students to participate in the design, management, activities to enhance the experience of students in participation by education.

 

3. Call parent-child reading, selected scholarly family through parent committees to recommend to family reading, so that students studying families with security and effectiveness.

 

4. School-round cultural construction, cultural construction of good offices, classrooms, corridors, playgrounds, lawns, and other green campus, from text to modify, so that students around scholarly filled every inch of space.

 

5. Reading meeting, ask the person their own experiences to promote reading activities significance.

 

6. Reading Festival organized activities, and create a reading atmosphere.

 

7. Good data collection, analysis.

 

(B) the second phase (20xx.4-20xx.12) - integration of reading resources, so that the life of every student scholarly infiltration period

 

1. The establishment of reading tutoring session or schedule time every day reading guidance to ensure students' reading, teacher guidance in time to explore the different types of reading lessons.

 

2. Develop scholarly individual, collective scholarly, scholarly family selection criteria, all grades class group developed reading programs, scholarly organization named individual, collective scholarly, scholarly family, give full play to the role of role models around.

 

3. Establish teacher reading activities related systems and supporting measures to carry out teachers and students read to the growth of teachers led students' progress.

 

4. To carry out a variety of reading activities to lead the reading activities to stimulate reading activities to promote reading activities. Organized in various forms, rich in content, to read as the main reading festival.

 

5. According to the actual organization does not recommend students to develop students' reading section reading list, and gather feedback, continuously updated, improved, and gradually form a system of extracurricular reading list

 

(C) The third stage (20xx.12-20xx.6) - perfect reading system, allowing students to grow along with scholarly every moment

 

1. Perfect book corner building, lending institution, the campus electronic publication "Jiao River rhyme book" published system.

 

2. Improve scholarly individual, collective scholarly, scholarly family selection regulations.

 

3. Organizational experience compilation of papers.

 

4. Experimental experience summary, summary and promotion of experimental results.

 

5. Reporting of results: Student readings, stories, book review book set, diary outstanding collection, exhibition of achievements in class activities. Book review, educational sketches.

 

 

Golden Melody Awards in the International Music Festival organized by the International Forum, invite new division deputy general manager Chen Hui Ling Daphne Investment Group (second from right), William Grant & Sons, Inc. Taiwan region marketing director Lee Jung Hu (third from right) and others, talk about music combined brand brings creativity and business opportunities. Figure / TTV offers

Develop new brand marketing model

 

Golden Melody Awards in the International Music Festival organized by the International Forum, invite new division deputy general manager Chen Hui Ling Daphne Investment Group, William Grant & Sons, Inc. Taiwan region marketing director Li Zheng Hu et al., Talked about the music combined with brand brings creativity and business opportunities.

 

Chen Hui Ling 加入达芙妮 ago, worked at Lenovo, Coca-Cola and other companies; she performed a number of famous cases of marketing, including the Grand Prix Effie get 2013 China's "Coca-Cola bottle nickname" summer social media outreach campaign in 2014 and Lenovo spokesperson Ai Heaton Kutcher join forces in the global social media platform to build a successful YOGA tablet PC market activities.

 

Chen Hui Ling said that consumers want to see a lot of things every day, but sometimes a song is not forgotten in the brain, showing that the brand is not only visual, but also should be combined hearing, when people began to hum a song can think of the brand, which It is also a unique and powerful marketing force.

 

In Chinese mainland marketing trends today, "the wool in pigs, let the dog to pay," the formation of a new wave of changes in trading patterns. Brand past pay statements invite artists speak the traditional model, now likened to terms of wool brand side, likened to artists pig, dog analogy for consumers, brands and artists, there are new cooperation mode.

 

For example, she, international brand chose Hollywood celebrity endorsements, talk about the conditions in addition to endorsement fees than when product sales to a certain amount, you can star dividends; such a pattern increasingly common in China, but not the final brand endorsement to pay a fee since taking dividends model of cooperation with the artist, the more successful activities, reward artists may get even higher than simply receive endorsement fees.

 

William Grant & Sons company's well-known brand of whiskey PAX vivid, Harlem musicians to join last year, shooting "THE BALVENIE PAX hand touched Journey" series to promote the spirit of the brand stick hand, get a lot of consumer response.

 

Li Zheng Hu said that Taiwan is a Scotch whiskey very important market, the market is very competitive; he is responsible for PAX handmade, so the launch of the ad want to pay tribute to Taiwan level people, and stressed handmade concept, recruited singer Harlem Yu, led the audience to visit Taiwan still insist on hand up to the people.

 

Among them, the Harlem manual or guitar luthier Hedi Han, Li Zheng Hu said Harlem was doing his familiar things, so with a strong persuasive; Harlem can play himself, he can recommend good staff person to help develop PAX better script. Four "PAX hand touched Tour" videos attracted more than 200 million people watch.

 

Emotional tone of the brand in line with the value of

 

Hu said Jane Lee, whiskey and music have one thing in common, that is, with "emotional value"; everyone in the most exciting phase of life, there is always a song you impressed when you look back, it will bring a high degree of emotional value.

 

"If we can find the right brand of music can be closely integrated with consumer sentiment, if the combination of music and marketing consumer can move, that's success stories." Lee Jung Hu said that cooperation with the Harlem Let PAX sales growth of 20%.

 

In a limited budget, there are still micro-film or ad placement manner, how to consider whether the resources on the music?

 

Li Zheng Hu that, from a market perspective, companies will first consider whether marketing way consumers want, and will not start with the music starting to play the role, and finally it will consider the implementation of marketing, plus music could help the case, even let consumers pay.

 

Chen Hui Ling also believes that brand marketers will not start looking for music, but if the song appears, consistent tone of the brand, but also quickly binds, it may be an effective marketing.

 

Marketing has a key, and that is "to say the language of the consumer," she says, if the brand is young customer base, a higher degree of acceptance for the music, "thinking with their position," dig deep "inside desire, they can help you spread the power of marketing will become very powerful. "

 

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Why?

 

In fact, the crux of the matter is that many enterprises in brand building process can not feel the benefits of brand value for the enterprise sales or profits, etc., is more tied to the brand business requirements and short sales, so they have brand began to let go of the operation, or by the point of stimulation to catch brand building, sales went up pressure behind the ear.

 

In fact, most companies in the construction process, reflects the brand value is negligible or small, it is difficult to effectively assist or enhance marketing performance.

 

But the brand in the end when it could bring real value to the enterprise? The problem I do not think anyone can accurately answer, but from 10 years of practice and study found that at least in the business growing, the brand is limited to the value of the enterprise.

 

In the actual operation of enterprises, the emergence of many unconventional brand development path, also worth considering. For example, Mengniu ran out of the speed of the rocket, and then enter the first echelon is no enterprise can shake, even if it is in the process of this sprint made many mistakes; rivers in the walls and windows of the field is the same, he completed a period of five years nearly two decades of industry big thing, quick access to industry brands, so that enterprises with the industry to catch up, many operations are also taboo brand management in the process.

 

Thus, the brand value of the business, marketing results, and marketing and business activities home designincluding internal management, culture, research and development, etc.) is a process.

 

Since the marketing operation and business activities is a process, then it is necessary to make the straightening process, shortening the distance to reach the result, and this method is the brand strategy planning.

 

Scientific brand strategic planning, process optimization is an effective way to help businesses quickly find and create brand value, brand equity accumulation shortcut. Shunde Galanz is the same with the United States, because of differences in brand strategy, Galanz brand influence cost advantage into the air conditioning and microwave ovens, refrigerators, washing machines, so far without results; the United States for its scientific brand strategy, successfully entered the washing machine , the refrigerator market in 2009, with annual sales of nearly 100 billion, becoming the second after the Haier brand.

 

Chinese art of war in its marketing Jones also focused on the management of the process and the results. Our side - Global Brand Network - heavier than regular soldiers brand strategy to guide the planning direction of the brand, with Jones's marketing tactics, communication strategy alternative, as well as the ground sales storming strategy to achieve marketing this process around the brand strategy for rapid implementation sales.

 

As the Chinese Art of War in marketing Jones spoken only out of Jones, this lack of strategic fit are soldiers, Jones will become a lone, but only a soldier without being Jones, is difficult to obtain a quick "victory."

 

Therefore, after determining the brand strategy planning, the most important thing is to go with what system construction, implementation. Re not perfect brand strategy with marketing, research and development, other business activities are in fact useless to the ground. Liu is a veteran in this new "brand-driven strategy: zero cost to build strong brands secrets," a book, the system sets forth specific methods of landing brand strategy, brand strategy tools and techniques of ground work.

 

China Marketing Jones has always stressed from too much emphasis on the development of the actual business value of the brand is not desirable, definitely not for the brand and the brand, the correct approach is: "the different stages of your business development, brand management and branding efforts different", - global brand network - in other words, to be based on the actual situation of enterprise development, what stage do not have to talk about the brand.

 

Branding and marketing is not really the same thing, the result is the brand value, marketing, business is a process. That is why every business knows the value of the brand, and brand companies do not have a few fundamental reasons.

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As the global population aging trend, the price of new drugs becoming more expensive, making increasingly heavy medical expenses, many governments have begun to actively encourage the use of generics. Although the United States through bilateral free trade agreements with TPP pushing patent link, limitations and quality regulatory risks and other factors, the global generics market is still showing steady growth momentum in the international community. TrendForce estimated 2016 global generics market size of up to about 3,149 one hundred million US dollars, in 2019 up to about 4,099 billion US dollars, 2015 - 2019 compound annual growth rate of about 8.7%.

 

The significance of the presence of generic drugs, is so that the public may be able to afford the price of access to medication therapy. TrendForce biotechnology analyst Liu Ning fitness noted steadily rising due to medical expenses, resulting in a heavy financial burden on States, many countries have resorted to incentives, it is intended to expand the penetration of generic drugs to reduce medical expenses. Such as the Japanese Ministry of Health 2020 target generic pharmaceutical market share of 80% of the amount, and actively approve generics market. France plans to implement cost control health spending, to be through lower drug prices and increased use of generic drugs, generic drugs reach the total pharmaceutical expenditure target of 25% in 2017.

 

Major pharmaceutical companies spotted the potential opportunities generics market, have sharpening. Because the United States is the largest pharmaceutical market, even if growth is slow, it has been still contested. Japan is pushing generics policies and high-profile, traditional patent brand pharmaceutical companies GlaxoSmithKline (GSK) and Sanofi (Sanofi) have been actively entered. Emerging market places, Mexico, Saudi Arabia, India and China generics market with the most potential for development.

 

Liu Ning said fitness, Taiwan pharmaceutical market is limited by the population and the national health insurance, resulting in small size and growth rate, such as pharmaceutical companies want to actively expand the scale of operation, can be taken to export or acquisition strategy. In the context of the development of the global pharmaceutical industry is concerned, only a few pharmaceutical companies can rely on a huge domestic market state of their own, to lay a solid foundation for multinational pharmaceutical companies, most pharmaceutical companies still export by the gradual growth and acquisitions, such as Israel, Pharmaceuticals Switzerland, Iceland, Ireland and other countries, can escape the limitations of the domestic market, the development of a large number of multinational pharmaceutical companies, which serves as the best example.