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品牌構(gòu)建這部大戲，農(nóng)機企業(yè)怎么唱？

2018-06-04 17:14:28 來源：中國農(nóng)機網(wǎng)原創(chuàng) 作者：四夕 閱讀量：48433 評論

導讀：俗話說：“人靠衣裝馬靠鞍”，以貌取人固然不對，但是成年人的思維明確告訴了我們印象是多么重要。企業(yè)同樣如此，一個企業(yè)的品牌形象往往代表了大眾對于整個企業(yè)的普遍認知，品牌實質(zhì)上就是人們對一個企業(yè)及其產(chǎn)品、售后服務(wù)、文化價值的一種評價和認知，是一種信任，其重要性不言而喻。

　　【中國農(nóng)機網(wǎng) 編輯視角】俗話說：“人靠衣裝馬靠鞍”，以貌取人固然不對，但是成年人的思維明確告訴了我們印象是多么重要。企業(yè)同樣如此，一個企業(yè)的品牌形象往往代表了大眾對于整個企業(yè)的普遍認知，品牌實質(zhì)上就是人們對一個企業(yè)及其產(chǎn)品、售后服務(wù)、文化價值的一種評價和認知，是一種信任，其重要性不言而喻。
 
　　作為農(nóng)機制造大國，農(nóng)機行業(yè)近年來的市場競爭愈發(fā)激烈，品質(zhì)和品牌競爭的時代正在來臨。
 

        品牌是企業(yè)的無形資產(chǎn)
 
　　市場競爭加劇，拼殺不僅僅是產(chǎn)品能力，更有經(jīng)營管理能力，比拼的是整個企業(yè)的綜合能力。而這個綜合實力可以簡單理解為品牌競爭力，品牌作為一個企業(yè)核心價值的佳體現(xiàn)，越來越多的用戶通過品牌來辨別一個企業(yè)的產(chǎn)品與服務(wù)，品牌成為了企業(yè)的分辨器。
 
　　同時，一個企業(yè)不僅僅需要有在市場中競爭取勝的能力，更要有的是持續(xù)盈利的能力，作為企業(yè)的無形資產(chǎn)，品牌擁有者可以憑借品牌的優(yōu)勢不斷獲取利益，利用品牌的市場開拓力形象擴張力，資本內(nèi)蓄力不斷發(fā)展，可以說樹立一個可靠的品牌形象無異于是為企業(yè)長久發(fā)展添加了強大的助推器。
 
　　主配角齊上場才能唱好戲
 
　　作為品牌建設(shè)直接的得益者，企業(yè)無疑是品牌構(gòu)建這部戲中當之無愧的“主角”。不論是將經(jīng)營的所有系列產(chǎn)品統(tǒng)一使用同一品牌，以降低成本節(jié)省廣告費用；還是利用市場上已有的一定聲譽品牌，推進創(chuàng)新型新產(chǎn)品打開銷路；亦或是改進或合并原有的品牌，創(chuàng)立一個更加適應(yīng)消費者的新品牌，企業(yè)都在其中占據(jù)重要的位置。
 
　　而品牌構(gòu)建過程中主要的配角就是政府，其在農(nóng)業(yè)品牌建設(shè)中至關(guān)重要，尤其是在搞好制度安排、政策扶持與環(huán)境建設(shè)方面，發(fā)揮著不可替代的作用。政府不僅僅是行業(yè)標準的制定主體以及行業(yè)商標品牌的注冊和管理主體，更多意義上來說應(yīng)該充當?shù)氖瞧髽I(yè)品牌的扶持者、監(jiān)督者和保護者的角色，特別是在市場抄襲成風的狀況下可以給行業(yè)“李鬼”致命一擊。
 
　　那么作為觀眾的消費者呢？是不是在這場大戲里也應(yīng)當唱好自己的角色？一場戲精彩與否，離不開觀眾的叫好叫座，而沒有消費者反饋的品牌建設(shè)也只是空中閣樓，或許輕輕一擊就會坍塌。品牌度、認知度、美譽度、忠誠度是衡量品牌力的標準之一，也是企業(yè)在品牌建設(shè)的過程中所接收到的來自消費者們直接的反饋。
 
　　農(nóng)機企業(yè)怎么唱？
 
　　企業(yè)應(yīng)當樹立正確的品牌意識，加強品牌建設(shè)，就是掌握了搶占市場先機、增強企業(yè)競爭力的制勝武器；調(diào)整產(chǎn)業(yè)結(jié)構(gòu)，促進企業(yè)優(yōu)化升級，改變企業(yè)資源分散和同質(zhì)化嚴重等問題。提升產(chǎn)業(yè)集中度和專業(yè)化分工協(xié)作水平。
 
　　此外，對于企業(yè)來說，想要建設(shè)一個良好的品牌形象，的產(chǎn)品與服務(wù)*，增強創(chuàng)新意識，研發(fā)生產(chǎn)真正適合我國農(nóng)業(yè)發(fā)展的農(nóng)機具，為解決“三農(nóng)”問題排憂解難；注重人才培養(yǎng)，樹立正確的人才價值觀；好品牌推廣活動，提升品牌的度、認知度、美譽度和忠誠度。
 
　　企業(yè)的品牌構(gòu)建并不能一蹴而就，需要多方面共同努力。慶幸的是，越來越多的人認識到了品牌建設(shè)的重要性，并且在為之努力，相信我們農(nóng)機行業(yè)能夠在品牌競爭愈加激烈的大環(huán)境下優(yōu)勝劣汰，實現(xiàn)良性發(fā)展。
 
 

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