地板品牌,在差异化战略中突围（Floor brand, in differentiation strategy breakthrough）.doc

地板品牌,在差异化战略中突围（Floor brand, in differentiation strategy breakthrough） The floor industry, is the most difficult to embody the product difference degree industry. Products and processes are also easily copied and copied. It is different from other household consumer goods, can give a lot of design, color and auxiliary adornment to the product. For a lot of floor companies, how to make a difference in a brand with a lot of hairiness? How do you differentiate yourself from your competitors and hold on to your customers hearts? These questions may be the real situation and perplexities of many flooring enterprises. The hard and pain of brand differentiation construction Now some experts predict that the Chinese floor will enter the year of the brands death, which is not alarmist. According to the personage inside course of study, at present the national brand floor number more than one thousand, most of which is unknown to public, lack of brand personality and connotation of small and medium-sized brand, only the furnace in the low-end market. According to the regular memory rule, a typical consumer can remember a certain number of brands in a certain industry not more than three or five. Thus, in the era of product trend homogenization, differentiated brand strategy has become the most urgent problem in the operation of many flooring brands. Differentiated brand building, difficult in it is a systematic, continuous arduous project. Light free inspection products, famous trademarks, this kind of honor, can be your brand bonus points, but will not give brand enhancement difference and competition zone; Differentiation brand construction, nature also cannot leave the advertising, but a lot of advertising, can produce a ACTS have awareness of the brand, will not necessarily produce a differentiated competitive brands. It can be said that 80% of the floor enterprises still stay on the emphasis on the product advantage function, but not to the brand level differentiation app