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機電企業的經營策略及誤區分析

瀏覽次數：1230次 發布日期：2013/5/20

     隨著機電一些行業不斷經歷洗牌，國外品牌企業對國內企業的不斷沖擊，許多企業在飽經市場磨礪之后，也欲打破同質化競爭的微利局面，轉而重點著手品牌建設，走品牌戰略。

良好的品牌是企業強大的無形資產，品牌不僅能夠提升產品的附加值，還能給企業帶來相當一批具有品牌忠誠度的消費客戶。品

牌效應是企業經營價值                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   源源泉，能夠持久地為企業帶來可觀的收益。

　　品牌建設雖然對于企業的長遠發展具有舉足輕重的作用，但品牌建設并非一朝一夕的事情。許多急于轉型、欲將品牌做大做強的機電企業往往在品牌經營上還存在著一些誤區。

　　據了解，許多機電企業往往錯把名牌當品牌，或直接把品牌和銷量劃等號。有價值的品牌固然知名度和銷量較高，但知名度和銷量的提升僅僅是品牌經營的一個方面。

　　許多機電企業在廣告宣傳上大量投入，在短時間內增加曝光率，獲得了一定的知名度。但品牌經營要比這復雜的多，品牌除了知名度高、辨識度高等特點之外，還具有著豐富的內涵，這也是品牌價值所在，而內涵的形成不是一蹴而就的，需要企業細心經營。

 

　　首先，企業需要樹立正確的品牌競爭意識。

        機電企業應該認識到，品牌經營是一個長期的系統工程，需要整體規劃。企業需要以過硬的產品質量和服務為基礎，根據自身的特點加以對市場的準確分析，量身定制品牌發展計劃。切忌只顧眼前銷量盲目宣傳，防止因此造成的時間和資金的浪費。

 

　　其次，企業在實施品牌經營的過程中，需要做好定位。

       對產品進行定位、對獨特品牌文化進行培養和深入挖掘、同時精準爭取目標客戶群，切忌一把抓。打造品牌特征和個性也是塑造品牌內涵的重要組成部分。雖然能夠做到行業標桿地位的品牌有限，但是隨著社會需求的多樣化發展，機電企業必須要準確地明晰自身的定位和目標客戶，才能在培養消費者品牌偏好和忠誠度上也更具針對性，能夠把錢花在刀刃上。

 

　　第三，企業在品牌經營中需要做好宣傳，提高品牌曝光率和知名度。

        在品牌宣傳上，機電企業也需要對當前的媒體行業有一定的了解，選擇適合品牌定位，性價比較高的媒體進行投放宣傳。尤其是在電子商務盛行的當下，網絡媒體和電子商務平臺數不勝數，但并不是越有名的就越好，也不是越貴的就越好，只有適合企業的才是最好的。同時，選擇了好的平臺也需要專業化的人才來進行經營，穩定和提升品牌宣傳效果。

 

　　      另外，亦有一些頗具實力的企業會實行多品牌戰略，不同的品牌來推廣不同檔次的產品。雖然多品牌戰略能夠擴大產品的覆蓋面，但也容易分散企業品牌建設的力度，消耗財力。機電企業發展多品牌戰略還需謹慎。