Hardware industry marketing "new concept"

The shaping of corporate branding needs to mobilize all the factors that can support the core value of the brand, such as products, services, technology, culture, etc. But in the end, the talent in the enterprise is the core element of brand building because the essence of the brand is actually the person and person. Inter-trust relationship. When a consumer recognizes a brand, he actually recognizes that the company is a living person. Especially when a company’s leader has the philosophical values ​​of his corporate brand, the person’s own brand can be Corporate brand value added. For example, when we refer to Apple's mobile phone, we will think of Jobs. When we think of Jobs' personal personality, we may earn extra points for the Apple brand. This way, Steve Jobs personal brand and Apple's corporate brand will be healthy. interactive. There are too many examples. This is also true in domestic companies. For example, when Lenovo was in trouble for the last two years, Liu Chuanzhi went out again. Through the media's dissemination and stir-fry, his personal business influence and fatherhood in China increased the number of partners to Lenovo. The confidence created a good social atmosphere for enterprises to weather the difficulties. For another example, Alibaba, HC and other platforms in China’s largest e-commerce sector have become the best online trading platform for international trade and domestic trade. The brand awareness of the two major trading platforms builds on the core of the company's service capabilities, but Ma Yunhe and Guo Fansheng The personal brand image created by individuals through the media has promoted the rapid development of the two e-commerce platforms. Therefore, it can be concluded that in a commercial society, the creation of personal brands by corporate leaders can help the development of corporate brands.

The shaping of corporate brands is the same, and so is the construction of national brands. On January 18th, 2011, New York Plaza of the United States broadcast a Chinese national image film. China wants to establish a value line for the peaceful rise of China in the Western world. What will best represent the Chinese peace-loving image? Instead of selecting China’s science and technology, culture, etc., we have chosen some stars and ordinary people. Because a country is ultimately built by people, the will of the country is a manifestation of human will. It is wise to change Westerners' thinking about China through creative communication of people. Businesses and countries are similar in nature. Both are organizations. There are people to make up. There are also many similar places in management. The author cited so many examples only to give a clear impression of China's hardware and electronic machinery industry: personal brand is extremely important. From a theoretical analysis, the company's brand culture mainly refers to the establishment of a harmonious relationship with the target customer group, the consumer's mind, and cultural relationships built around its own products and services, so that consumers trust the company's products and services. committed to. Therefore, all behavior companies that can let consumers trust corporate brands should pay attention. Second, we can analyze what business leaders have in consumers and society. With the development of society, the current Chinese society has abandoned the concept of “no business or not” in the old society. The social and political status of businessmen has been continuously improving, especially in recent years. The success stories of some outstanding businessmen have become “Chinese dreams”. Inspirational promotional films, the competition between countries has largely evolved into a competition between companies and brands, and the competition among enterprises to a large extent reflects the entrepreneurial wisdom. Therefore, it is of great significance for a good leader to shape the image of the company in society. In particular, business leaders with industry leadership thinking can indirectly shape their voice in the industry if they can grasp the right to speak of the development of the industry. For example, the hardware and electronic machinery industry's Noble, its CEO Zeng Honglian will create a personal brand, in all important occasions, he will preach why Noble is the world leader in the field of torque tools, and his personal image packaging is also very consistent with the authority The characteristics - intelligence, humility and so on. However, in the local hardware companies, the author has not yet found a conscious and purposely planned boss to create a personal brand. This is a lack.

People like heroes, and they will have a worship mentality. Once a worship psychology is created, the added value of personal brands and corporate brands will rapidly expand. Then, the end of corporate branding is to allow consumers to create brand cult and belief in the company. This point, individuals and employers also need to remember forever.

From the analysis of business practices, we all know that in the marketing, customers are in contact with customers, products and services need people to provide, it is always the dominant position. Every brand is a story. The story needs characters, content, plots, etc. Then, in the absence of innovations in technology, services, and other innovations in China’s hardware and electromechanical industries, some companies reluctantly choose “false foreign devils” brand strategy and register an empty space abroad. Shell company is concerned with brand story, from the circle, it is better to build the boss brand, talk about the boss's story, through the person to shape the brand, may be born in China's hardware and electronic machinery industry Liu Chuanzhi, Ma Yun, Ren Zhengfei, Kai-fu Lee and so on, by that time , China's hardware and electronic machinery industry will only accept the local brands in the bottom of the heart. China's hardware and electronic machinery companies can shape their own high-end brands and compete with international giants.