LingeriebrandmarketingplanningMisunderstanding-畢業(yè)論文翻譯

1、Lin gerie brand marketi ng pla nningMis un dersta ndingUn derwear brand marketi ng pla nning, many lin gerie companies are hiring a third party (planning company, pla nning experts) to do the whole set of soluti ons. But there are many bus in ess owners is difficult to do underwear Employers do not

2、suspect, the suspect not. Why? Brand market ingpla nningexperts basically notconfined to the lin gerie in dustry, pla nning out the programof course,is not the traditional underwearindustryroutine the cards.Obviously is a very goodbrand marketi ng pla nning programs, un derwear bus in ess is almost

3、afraid to do it. Urban womenin the earlystages of market launch, the underwearindustry hardlypromis ing, compa nies now successful, emulate un derwear brand are nu merous. Quite magic un derwear, too, is the underwear industry called myth. In fact, the lingerie in dustry bosses have not thought abou

4、t?Why they cannot become your brand?The reas on is that the boss isthe traditi onal way of thi nking to cure, afraid to inno vate.In early 2012, Fan Zhife ng came into con tact with theunderwear industry.The lingerie chain from a singlebrand of underwear production base, there are many lingerie indu

5、stry bosses call Fan Zhifeng.Fan Zhifengalso bee n in vited to the Fosha n Yan bu, Puning Chen shop.A year of visits, excha nges, com muni cati on,Fan Zhife ngsummarizesunderwearenterprises in brand marketingplanning on the seven major misunderstanding,that is,these errors, lead ing lin gerie brand

6、market ing in dustry is relatively backward. Lin gerie brand marketi ng pla nning misun dersta nding:un derwear brand positi oningJDBGroup laun ched Wong Lo Kat whe n carried out on thetrue meaning of herbal tea brand marketi ng positi oning.Very simple sentence:herbal positionedasdrinks.Why? Sold o

7、nly in Guangdong herbal tea, beverages can be sold worldwide.Lin gerieis positi oned in thepositi oning of the con cept, but the un derwear compa nies do not do so, is do not know how? Still can not do it? Fan Zhife ng th ink it is not to do it.Urba n wome n spositi on is upset cha in magic quitepos

8、iti onis very (change the breasts).Underwear industry candig out the con cept a lot, i nterested bus in ess owners with Fan Zhife ng teleph one com muni cati on.Lin gerie brandAboutmarketi ng pla nning Myth:lin geriefashi onsunderwear, style , Fan Zhifeng think this is one of the biggest contradicti

9、onsin the underwearindustry.First,we went from a positi on of hypothetical purchase of the crowd un der a lin gerie very popular, fashi on, big bran ds, good fabric, willing himself not to wear underwearonlycoat walking down the street let others envy you? Or own a pers on in front of the mirror acc

10、ord ing to accord ingto self-appreciationbought a year s most popular bigbrand un derwear?Or to put her husba nd or boyfrie nd tosee? In their own secret boudoir off before the next?Probably because some models do not sell,style hasbecome a dealerto en terprisebarga iningchips withunderwear only. Co

11、nsumers are not the leader in style, the style in the un derwearin dustry, it is very difficult tomeasure give n. Un derwear is worn on the in side, goodor bad, streamingout of fashion are not comparable.Un derwear with the style of the marketing of a brandas popular, is the largest onemisun dersta

12、nding.Lin gerie brand marketi ng pla nning Myth: lin gerie brand ambassadorBrand un derwear in dustry hired celebrityendorsements do very much, but there is a problem,please star do it? Please how to use good? Is atte nding the eve nt?Or shoot commercials? Or shoot pictures?Or there are other purpos

13、es for the brand?China has alin gerie bran d, liste n un derwear in dustry vetera n spoke n, a little laugh. A lin gerie brand owner, an opport un ity to work with domestic and Fan Zhife ng surn ame wome n big bright eat together. Hit it on the table to hire female celebrity en dorseme nts to cha ng

14、e their un derwear bran ds.The results gave the money to a group of female underwear shoot pictures of them. So, if you want to hire celebrity un derwear brand, be sure to make it clear,you hire the real star of what is the purpose? Want to achieve what effect?Look ing with effect con siste nt witht

15、heir brand positioning star, with the effects of the stars for the brand to bring the appropriatereturn (sales).Quite magic duo hired celebrity endorsementsis a verysuccessful case, it is worthdrawingunderwear brand.Lin gerie brand marketi ngpla nningMyth: lin gerie brandcha nnel selecti onAgents ha

16、ve much prov ince n etwork,how many pieces of lingerie can be sold daily. For this reason, many lingeriecompaniesbeg beg grandma toplease these so-called big agents. Often these agentsare not agents of a brand of underwear,but there aredoze ns of bran ds, or eve n hun dreds of brands of lin gerie pr

17、ov in cialdistributi on rights.Un derwear bus in essage nts in the selecti on of the best age nts for systematic evaluation:One of their own brand loyalty; 2, howmany term inal operators really have? Most prov in cial age ncy or take the price war route.3, there is no marketfor professi onalbus in e

18、sspeople? 4, how settleme ntmon ey?(Pressure batch, spot cash, payme nt)FanZhife ngbrandpla nning,non-un derwearin dustry.Nopressure batch, payme nt and the like, are the first payments after the delivery. Of course, if a very long time cooperati on,and occasi on ally one can.Lin geriebrand in the c

19、hoice of agents, when to pay attention to the relative skills.First, ide ntify the brand you?Fundingproblems? There is no pers on resp on sible for marketi ng?Other age nts, and that time is not marketi ng age ncy to do what? Do un derwear brand Mercha nts Mercha nts away,look ingfit theirown brand,

20、notn ecessarily looki ngfor bull proxy.Lin gerie brand marketi ng pla nning Myth:lin geriebrandmarketi ngandcom muni cati ontoolsCurre ntly most of the lin gerie bran d, i n additi on to lin geriestyles of the album, almost no other marketi ng tool.Andpictures this tool really allows con sumers to s

21、ee, but very few of these pictures are often to the dealer to see. Marketi ng tools divided into two types, one to the dealer to see, the sec ond is to the con sumer to see.Con sumerstend to see is that you can go directly to the product sold, but this kind of marketi ng tool li ngerie brand and few

22、 do.Marketi ng tools typicallyin clude:corporatemanu als,brand manu als, marketi ng manu als, customer service manuals, investmentmanuals, X stand, leaflets, posters,n ewspapers, n ews, televisi on n ews, televisi on image films, feature films and so on. Many companies hire a star, just casually sho

23、otinga brand image of the film (5-30sec on ds)hastily. There is internetmarketi ng,manylin geriecompa niesofficial website, the doma inn ameapplied for many years, but since there is no ranking in Baidu.Some underwear soft publish on the web, butofte n their cha nn els and there is a problem, the re

24、lative fat bel ongs to the un derwear in dustry website.The websiteis almost three Directio n not released.Nati onal website(such as: People, Guangming, China Network), a large portal (such as Sina, Netease), News (eg Jin ghua n etwork,CCTV network).Lingerie brandmarketingplanningMyth: shaping the b

25、rand background Obviously your bus in ess in Puning, Guangdong, Zhejia ng, or brand isChina, why insist that foreign? Foreign really so good?Certa inforeig naristocratic desce nt?Domestichigh-end models underwear calledlove is in Beijing,this enterprise is successful, China s.Underwear brandmarketin

26、g, brand is not simply a background story, is a system of planningwork. Brandmarketingplanning experts Fan Zhifeng briefly about (Brand Backgroundshap ing the directi on of a total of 12), the followi ng poi ntsmay provide a reference to the un derwear bus in ess:1,the producti on process2, the desi

27、g n con cept3, theun derwearin dustryauthority (for example:un derwearin dustry top ten bran ds)4, the foreig n backgro und (ca nbe used with a foreign research institutions,it is naturalbackground abroad, hire foreign experts ) Lingerie brand marketi ng pla nning Seve n Mistakes: lin gerie brand bu

28、s in ess modelLin gerie brand held a nu mber of timesorders will be estimatedthat many bus in ess ownersthemselves can not tell it.The biggest marketi ng modelOrdersun derwear magic is as orders and orders will be.Notwill be successful, the result will be better sales do?n ecessarily, it is just in

29、side the warehouse from his factory moved to the lin gerie age nts go there only, not really to solvemarketi ng.Ofte nlin geriebrands curre ntlyconsideringhow to findagents, or how to make theage ncy into more goods, without con sideri ng how to help agents quickly sell the productin question. This is it?This is a very serious bus in ess models, marketi ng only solve half.Whe n the lin gerie brand in tur n can think ofthis problem, I love goo