天,中小企业成就区域市场第一品牌的营销历程.doc

1200天,中小企业成就区域市场第一品牌的营销历程 Case study of brand breakout in small and medium enterprises: 1200 days, small and medium-sized enterprises to achieve regional market, the first brand marketing process - Kang Ming glasses chain organization brand strategy driven sales promotion road of planning First, small and medium-sized enterprises can not really do brand? Almost every time after the training, some people ask me: Mr. Liu, such as we SMEs can do brand? When should I do it? When I face the common problem of small and medium-sized enterprises, I will take out Kangming glasses case for their interpretation, through this case to tell why small and medium-sized enterprises to do the brand, what time should do and how to do it. In the course of the explanation, often mentioned Kang glasses general manager Mr. Zhao Guohongs words: small enterprises only the early start brand operation, before competitors can get bigger, stronger opportunity.. It is Zhaos understanding of the brand that we can cooperate. Remember to provide brand strategy consulting for Kangming glasses, is put an advertisement in Kangming glasses, and no apparent harvest, well versed in marketing operation principle of Zhao, immediately aware of the possible need for systematic planning of the brand, in order to maximize advertising effectiveness. Thus, after a number of rounds of selection, and finally, the Kang high level unanimously agree with my view of the brand strategy operations glasses kang. In this way, in early 2002, Kang Ming glasses brand strategy project started. Two, Kang Ming glasses ten years of development road Kang Ming glasses has a history of nearly ten years, the optical professional background of Zhao in 1993 founded the first company Kang Ming glasses shop, in the next development is almost a year 1~2 a chain store at the rate of expansion, and every step is very robust, and strive to open a successful one. In the daily process of operation, Kang Ming glasses pay great attention to opt