service shaping brand image quality leading market competition
brand image is not only a valuable intangible asset and management resource, but also a magic weapon for enterprises to win and make profits in the fierce competition. with the rapid development of economy, consumers gradually realize that although the clothes washed out in large quantities from taobao or the wholesale market are high imitation and cheap goods, they don't have anything to take on formal occasions. these clothes will be thrown away due to deformation and obsolescence in the second year, which not only wastes the natural and labor costs of producing clothes, but also a waste of capital and energy for consumers themselves. can you really save money by buying cheap goods without quality assurance? no buying cheap goods without quality assurance is actually more wasteful. therefore, consumers' brand awareness is increasing day by day. they no longer pay attention to price, but quality and service, which requires enterprises to increase investment in the intangible asset of brand image, so as to establish a good brand image and corporate image. in the modern society with the continuous improvement of the quality of life, people's shopping according to the trademark has become the trend of today's development. entrepreneurs also pay more and more attention to the huge commercial benefits brought by the brand effect to enterprises. the market-centered corporate image strategy and brand image management are surging, and the medium brand consumption with high-quality service and quality assurance naturally becomes the focus of people's attention "heart to heart" choice.
1. buying cheap goods loses confidence in quality life
"i can't afford an expensive one. it's better to buy a cheap one." while comforting ourselves, we fantasized about walking in the front of fashion in the same original single skirt, wearing dozens of pieces of lipstick, and dreaming of the middle class. the quality life we wanted in our youth was embarrassed, and the experience brought by haitao had already impacted our once quality desire. when we were anxious in front of the wardrobe to attend a fashion party, we found that we were original i've been wronged and making do with life all the time. from the pursuit of quantity to the pursuit of quality, from like to buy new clothes to only buy good clothes, those cheap things are always not cherished, because they are cheap, they are easy to be impulsive when buying; because they are cheap, they don't feel bad when throwing them. after reading all the prosperity and desolation, i slowly found that our life is not used to make do and make do with. in fact, a careful calculation of an account will find that after buying so many cheap goods, you can buy a brand of goods with high quality and classic style. no matter how attractive those cheap clothes are, we will no longer look at them, because we deserve better, more expensive and more suitable clothes. if you buy a high-quality clothes with the money for 10 cheap clothes, your wardrobe will become more comfortable of course, wearing high-quality clothes can not only improve people's temperament, but also show people's quality pursuit, so as to greatly enhance life's self-confidence and self-esteem.
2. cheap is venture capital, and high quality is the last word
high quality brand is a benchmark to improve consumers' trust. the purpose of establishing brand image is to improve consumers' trust and recognition, so as to reduce consumers' choice risk. few consumers who pursue "high quality and low price" and "high cost performance" understand "marketing cost", "brand cost", "channel cost" and "functional characteristics" "tail goods and promotion" the real meaning behind such concepts. blindly and superficially pursuing or paying attention to cheap and good goods is easy to fall into the consumption trap, which is completely meaningless. whether the goods are good or not, they are not cheap, which is not necessarily the focus of consumption, of course, not all of consumption. for consumers, in the long-term consumption process, there are too many things in the whole consumption system that are more important than low prices yes. besides, what is good? it's really hard to define. the complete concept should be how much you spent (including time, risk and interpersonal cost), how much you needed to meet, and whether the use value of the goods matches your own demands. the same is true of "cheap", taking risk, time, energy and long-term use cost (replacement cost) and demand fit, "cheap" it is also a concept with different interpretations. consumption and purchase are to meet demand. if consumption is taken as a path to consumption, it is nothing more than two results. either, they consume for cheap consumption and buy unnecessary things; or they are easy to be deceived. generally speaking, consumption and market, as a complex system, don't focus on the transaction of paying money and delivering goods in fact, in the whole consumption system, quality, brand, service, demand and marketing are closely linked. cheap and good goods are only the end result. if you blindly pursue cheap and good goods, the demand result is often not optimistic.
3. promote the sustainable and healthy development of enterprises with quality, service and brand characteristics
the premise of stimulating enterprise economic growth with consumption is brand characteristics, product quality and product services. in the long-term development process, south hodo always adheres to brand characteristics. among them, south hodo telecom, hongri new energy, thermal power plant and other industries adhere to reform and innovation, actively introduce talents and equipment, and vigorously promote the innovation and development strategy advantages drive the sound development of the company and promote mutual benefit and win-win through innovation. in addition, zuo fashion men's wear is a fashion men's wear brand founded in 2006. the company cooperates with esmod international fashion design institute in france and employs hong kong designer harrison. w as the design director, trying to keep consumers at the forefront of fashion with the heart of craftsmen, so as to win the trust of many customers. facing the increasingly severe in terms of price competition, zuo fashion men's wear has appropriately adjusted its marketing strategy. in addition to product quality, in-store salespeople have improved their brand service awareness through training. among them, store decoration and smart stores enable consumers to enjoy their senses after entering the store. the warm reception of service personnel and the combination of video monitoring technology and rfid technology enable consumers to deeply experience the company's use in the store, consumers experience high-quality service and buy high-quality brands, which can raise the popularity of the company's brand and obtain a certain publicity effect. the fast fashion clothing brand positioned by south hodo has won a good reputation of consumers because of its reliable quality and unique brand service characteristics monument.
in addition to physical stores, chinese online consumers are becoming more and more mature. online shopping has gradually changed from simply pursuing low prices and sacrificing commodity quality to pursuing quality, brand and service. the turning point of the era of quality e-commerce has come. seeking enterprise development with brand quality is the key to sustainable economic growth, and the enterprise's brand image will survive better and better in the brand characteristics in the price war, internet enterprises and traditional enterprises should ensure quality and quantity, integrate innovation, be open and inclusive, so as to complement each other's advantages and finally achieve win-win results.