留学生营销作业——品牌对价格的控制

"Ogilvy's point of view" Viewpoint ogilvy company * 

Brand master, and the price. Whether to build market share and loyalty, competition, maintain develop existing suppliers and retailers, brand is the key. 

Brand image is rooted in your understanding of this enterprise core idea, and through everything. 

Whether goods or an individual, when deep folk, marketing people, the so-called designer living celebrities, possess the potential to form civil brand and conditions. 

 

The importance of public relations for brand and enterprise 

As the media industry increasingly heated competition, the enterprise information through different channels often wandered out, some unconfirmed, some with the truth, are small images, image is the company credibility, bring a lot of trouble. So to set up a public relations department as a whole enterprise of foreign information release, has become a trend. 

 

Pr cognitive blind spots 

One of the most common problem: "we need to cooperate with our marketing public relations activities, because public relations is much cheaper than advertising, as well as more detail of our marketing activities." Isn't this all wrong, this idea is from the product demand of enterprises, but ignore the social attribute of the pr itself, that's public relations is the enterprise to be an effective approach to communicate with the public. Marketing products small things, to the public how to better promote the company itself, is the major premise of public relations. Only know this, not point to make the company's public relations activities, the hype and turned into a farce. 

Public relations is a invisible direct return of long-term investment. Always used to make money hand delivery companies may feel difficult to understand. 

 

Establish an effective third-party pr 

So it is necessary to distinguish between enterprise public relations as a special form of communication and the use of other ways of communication. The most obvious is the other way to communicate the masses accept the enterprise itself are direct message, in other words the enterprise for what had happened with according to the control of information such as advertising, public relations companies by the hands of the message is through the media to filter the information control, is a kind of credibility by the third party to influence the public communication, compared with other communication way, it has better reliability and persuasive. 

Ogilvy & mather, one of the world's largest marketing communications agency, by is considered the father of the advertising David ogilvy, founded in 1948, ogilvy belongs to WPP group. 

 

Development trend of pr 

Around the arrival of the era of globalization, with the domestic and foreign markets, gradually "game rule" gradually standardize the operation of the market, all kinds of organization's top management to realize further public relations as a management function of the specific duties and important role. China pr has gradually get rid of the mid - 1980 - s the negative impact of miss "pr", public relations and pragmatic professional degree is increasing day by day. 

The content of public relations and practical rich gradually; 
 

Skills to mature, from press releases and news propaganda to large-scale activities planning; From the coordination of government relations to social sponsorship. From crisis management to the information of listed companies; From fashion pr to high-tech public relations; From the environmental pr pr to art activities; From corporate communications to government public relations, public relations the practical content in both the breadth and depth has a considerable development. 
 

Pr means modernization; 

With the advent of the era of the Internet, multimedia, the organization has more and more realized the important role of computer technology for communications. Current communications has got a variety of computer technical service support, such as E-mail, edit, send staff communication, introduce foreign enterprise, launch new products and services, identification technology, market research, media reports, send the annual report making, held a press conference online, online exhibitions, etc., and the network and electronic newspapers and periodicals as a kind of the impact of the mainstream media is also increasing. 

Public relations function using the present new situation. 
 

Is a market boom in pr, modern market competition increasingly embodied in between enterprises, between brand image and reputation competition, beyond a single media and the local market, gradually to the diversification of media and scope of globalization, therefore, enterprise image planning and dissemination of stereoscopic and international trend, in integrated marketing communications strategy, for enterprises to build a kind of "it all" universal "global image". Second is financial financial pr communication become a hot spot, the financial market situation of serious encourage enterprises to increase and maintain funding and public relations work vigorously, through public relations to sustain a good relationship with the majority of shareholders, and strive for potential investors at home and abroad, all of all these promote the development of the financial pr. Three has become a focus of government relations into a democratic society, the government need to strengthen social counseling and social communication, resume and improve the various types of public communication channels and make different public opinion can converge in the clear expression of the ground. As governments around the world the new trend in the development of public relations, the famous American marketing expert Philip kotler in traditional product marketing concept put forward on the basis of the concept of "political marketing". Fourth, international public relations into a big trend, now more and more people to the global problems facing the development, such as protection ring, population issues, war and peace, international terrorism, international drug trafficking and smuggling, the resources of research and development, the nuclear issue, economic cooperation and development, etc., to solve these problems need to strengthen the international communication, through the international public relations in the global, the spread of cross-cultural communication to form a global common consciousness, contribute to international coordination and cooperation, promote the research and solve global problems. 
 

"McLaughlin teach you deal with The Media" Encountering The Media, [and] Barry McLaughlin 

No matter what you are currently engaged in work, no matter what your organization engaged in what industry, image of you in the media will have important influence to the public. News media to provide information, and in the public mind to form a certain mode of impression, which affects their attitudes, behavior and consumption trend, and even the national legislation. 

In public relations, and ultimately to one of the target audience is the media. Good communication and media, propaganda to activities, play a huge role in the promotion of the brand. 

 

The Public Relations campaign And the skills of Public Relations Campaigns And Techniques [us] forlan. R. matt raleigh. J. al carry case 

We're on our way to a grand coalition stage in the world, only those big companies, small company specialized products and professional service providers will survive. Pr industry is in a unique position, it can balance the needs and interests of the audience from all over the world, and at the same time, at least in part by positive action to break the barriers to communication. 

 

"Don't wear Lipstick AD Advertiding Without Lipstick lun jie jade-like stone 

Buy tofu that west street ShiDaJie tender enough; Buy pork must concern RongJi, by his kid sou have no deceit; Knife to find by uncle wang. A haircut arkin specified. This is the order of one thousand years of life, but lurking on the marketing price strategy, quality control, product supply and demand theory, customer relationship management, loyalty... Mystery, all this without the brand don't succeed, ShiDaJie, RongJi, by uncle wang, arkin, are the mark of product/service quality, each is a brand, is the result of elaboration. #p#分页标题#e#
 

In recent years, see a common phenomenon between brand in China, a very saddened. Companies scramble to enable pop star when face, although the reds star is feast for the eyes, mostly acting voice may be good, but only focus on their popularity, but ignored the relevance of a product and information artists not only take the price is high, errors in the market, the brand need to bear the cost is higher. 

Fastest in the world of brand creation, tired of the brand image, is often not the consumer, but the advertising companies and advertisers. Or it's too long, he saw his tired of watching, or sales out of the question, hurriedly to change image for the solution. Image is not yet set up the time, it has been replaced. 

 

"International fashion center city cases BianXiangYang 

Each can call big international fashion brands, behind the surface of the fashionable buckish, there must be some rational laws exist. On the one hand, the international fashion brand has some common factors; On the other hand, these meanings for fashion, fashionable. 

From the Angle of industry economy, the fashion industry can simply delimited set of connection points with fashion industry. Mainly by the pursuit of fashionable life of consumers and provide fashion commodity operators. 

From the Angle of industry economy, the fashion industry can simply delimited set of connection points for fashion industry. The pursuit of fashionable life of consumers and to provide fashion 

Because the concept of "fashion" has size, therefore "fashion industry" also has broad sense and narrow sense, its scope is different. Narrow sense of the fashion industry mainly refers to the clothing, garment accessories industry, a little general fashion industry and textile related to clothing, garment accessories, clothing accessories accessories accessories, clothing trade and other related industries, generalized the fashion industry, including beauty and cosmetics, sports and health supplies, interior decoration, household items, groceries and durable consumer goods, the most general of the fashion industry is extended to architecture and landscape, and other public facilities, transportation and communications, leisure industry, catering services, cultural industry and other industries, covering various fields such as human food and clothing live line. 
 

The concept of international fashion capital and indicators 

Fashion capital, or fashion center city, is very influential in the field of fashion, fashion, leading the fashion trend, assemble the fashion brand, fashion enterprises, promote the spread of fashion city. 

What kind of city to an international fashion capital, has never been recognized. At present, Paris, London, milan, New York and Tokyo are we often referred to as the international fashion capital of the five cities, it is also a book to the five big fashion capital as a centre of international fashion city the main reason for the analysis of the typical case. 
 

Current has the reputation of the international fashion capital city fashion center, we can find that lead to international fashion trends and influence power, urban fashion style and cultural mystique and attraction, the strength and characteristics of the fashion industry is one of the important indicators can become an international fashion capital. And their country and the city's political, economic and cultural strength is the basic guarantee, it is because of this, some European scholars don't admit that Tokyo is an international fashion capital, because of its guide to international fashion trends within the scope of power is not enough. Even in the 1990 s have some people think that New York is not a international fashion capital, because of the lack of design art and personality, New York. 
 

Back five international fashion capital of the appellation of origin, we can find that: in fact they are "five big international fashion capital of the evolution, this illustrates the importance of fashion in fashion on the one hand, on the other hand, in the title from fashion to the change of the fashion show that the measured Angle has from fashion to a wider range of fashion, not only including the material products of the fashion industry, also including the cultural category of life style, to become the city economy, culture and other comprehensive strength. This not only shows the importance of the fashion industry, also reminds us that we can't ignore the fashion for the contribution of urban culture and the fashion industry in addition to the function and significance of the industrial economy itself. 

The international fashion capital of the analysis of the characteristics 

Human geography factors 

As the world's fashion capital is a prerequisite, that is must have a clear four seasons climate, so to have spring, summer, autumn and winter style is in fashion, dress up and colorful fashion life. Five big fashion capital of the 51 exception in this respect, even New York fashion can be divided into the spring, summer and early autumn, autumn, winter season five line. 

Fashion capital of the world are basically a city size and number of the population, so didn't have enough space industry development and the basic consumption crowd, to be convenient and fast transportation, and information system, so that to have smooth logistics and information exchange, these things fashion industry development and the basic requirements of popular information radiation. 

Country and city background 

To become an international fashion capital and further development, is the national political, economic, cultural and other general powerful and strong as a result, the international top five fashion capital in the country have great influence in the world, its national economic output are now among the world's highest. Besides, there is a chance. The epidemic status of Paris and London was 17 after the world history, the rise of New York is the second world war the United States in the global expansion of by-products, and after the country is Europe's largest fashion products in overseas markets, milan at the end of the 70 along with the global garment tide, Tokyo fashion and appliances in the 1980 s Japan's high economic and Japanese designers outstanding performance to fame. 
 

Five international fashion capital of the need on the formation and development of the city as a condition of social status and environment, and it is the comprehensive strength and international status of the city there is an obvious correlation, and fashion economy and culture is important component and the urban business card of city power. International five fashion cities are basically international financial, economic, circulation and transport and even politics, culture and art center, with large size, it is no accident, New York, London, Tokyo and at the same time in the lifeblood to grasp the global securities market and international shipping center, Paris and milan is the center of economy and transportation hub, or French in Paris and one of Europe's political and cultural center. People are paying attention to the city itself at the same time will pay attention to their dress fashion, virtually the spread of the epidemic and influence can be accelerated and strengthening, and fashionable in shaping the image of city culture and at the same time also become one of the important signs metropolis, at the same time, the city's history and personality will become fashion industry and the cultural background, urban and developed financial, commercial and manufacturing system can guarantee the smooth development of the fashion industry, in the end, the urban agglomeration of social experience and wealth have strong fashion consumption desire need to be fulfilled or excitation, and the highly developed fashion industry has created the vogue of the fashion trends and manufacturing products and attract more social elite and the convergence of wealth. International fashion capital notting have is not so, especially the five fashion capital of the latter, such as New York, milan, especially sudden performance. , 

Basic conditions for the industry 

Has strong power to the fashion industry, it can control and has a complete industrial chain is the world's fashion capital formation and development of the basic conditions, no advantage, characterization of the fashion industry, the city of intelligence is a fashion product dumping ground, impossible about the international fashion trend, such as the 50 s and 60 s of the 20th century, New York City can only be the world's largest fashion consumption. In Paris, in addition to has a strong clothing design, production and sales ability, other such as accessories, shoes and hats, jewelry, leather goods, cosmetics and business interview information industry, raw material supply, education and other related links are quite rich, but milan is with its from textiles to clothing, from the complete industry chain of the exhibition to the media among the fashion center. 
 

In terms of industry chain form, despite the five fashion capital of the fashion industry have been finished from production sales model to the transfer of the service economy, mass production is now shifting to lower-cost countries and regions, but most of them still insisted on keeping manufacturing industry, one of the most typical is New York, due to fully realize the importance of manufacturing for the fashion industry, New York, through various ways to retain the ready-made clothing centre of Manhattan, clothing manufacturing in the city to keep the appropriate scale and considerable value, these cities represented by the country's fashion industry has never stopped the pursuit of production technology advantage. Paris and London are leading ladies' and men's clothing technology, milan in garment manufacturing technology, and has the advantages of fabric development or cooperation developed in milan to put the icing on the city's fashion industry, the exhibition organizers in New York City not only in casual wear, sportswear, leading technology, also attempts to apply various high-tech to the fashion industry, Tokyo focuses on technology integration and equipment related to the fashion industry development, at the same time, they also has been seeking the new growth point of the fashion industry, such as the financial crisis, New York is special emphasis on the one hand, the development of the clothing manufacturing industry specifically for clothing industrial park construction to support young designers, on the other hand to speed up the construction of fashion products wholesale, New York City economic development agency has issued relevant revitalization plan. #p#分页标题#e#

City cultural foundation and fashion culture

Mature fashion consumer groups, excellent urban fashion life and traditional dress, unique fashion style is the cultural foundation of international fashion center city, humanistic tradition caused fashion for art in Paris, Paris, elegant style of fashion culture in some abstract, from a certain perspective for the same clothing and accessories will be different people wear out their own taste, similar room is decorated into different style, also caused the perfume become spiritual product. The respect of the London royal tradition, combined with the glorious day not fall empire, rigorous, purge, gentleman of men's clothing and lifestyle can be an example to the world, it is because of this cultural stereotype, combined with the specific social background, makes London after 50 years in the 20th century appeared many subculture is characterized by rebel, and become from clothes to pop music, and many other new inspiration in the field of fashion. Milan fashion inheritance and development of the ancient Rome has a long tradition, on the material basis of made in Italy, a warm and full of fantasy, luxuriant and the pursuit of quality of tone. A relatively young immigrants in New York City city and commercial city, diversification, oh you planning, entertainment into the core of the New York fashion culture and Japan after the Meiji restoration in contemporary Japanese youth culture of accommodating yao persons already westernised, so not only have a suit with a kimono, Tokyo and harajuku advanced modern youth, culture, halfback and tradition, art and quality through fashion throughout the integration as a whole. 
 

Characteristic symbol 

Each international fashion center city of the fashion industry has its own characteristics, there are a number of representative world-class brands, designers, fashion, industrial zones, fashion activities and special management method and nuclear industry. 
 

Industrial and urban open public administration 

The formation and development of the international fashion capital depends on the government's vigorously support and the effective management of the society, at the same time, the city must be open again, this is the necessary condition to ensure its sustainable development. 
 

Association of government guidance and management to be able to make the fashion industry along the orbit and orderly to the anticipated target. Five big fashion capital of the country and city in their different stages of development, has a series of policy guidance and specific measures, even free economy the slogan of the U.S. government and New York City, has many policies to promote and protect the development of the fashion industry, a strong association, can organize industry internal and orderly competition, healthy development, to coordinate the relationship between fashion industry and related ye Chen, at the same time, the association or enterprises especially small and medium-sized enterprises and the government and social communication channels of effective and necessary, it can represent the industry for the government's policies, measures, win support from the society and contribute to the formation of the relevant laws, and can act as the executor of the policies and measures, the government industry supervisors or observer. 
 

Urban openness can attract talent and money, in fact any existing on the formation and development of the fashion capital of the world, cannot leave the outgoing designer, the participation of enterprises and operators, Paris is itself as a melting pot of international fashion talents. The formation of the city open, and the government's industrial policy, association of industry management and urban fashion culture has a very close relationship. 

It is important to note that the construction of the significance and role of fashion capital, has gone far strengths the category of the fashion industry. Five big fashion capital of the country and city's devotion to fashion capital construction has a generous returns, in short, it is not only to the city, state and society has brought more wealth, accumulate the thicker characteristic culture, its fashion products and fashion culture have tangible or virtually for these countries and cities in the slogan of globalization in the world for economic, cultural and political interests of gentleness. 

 

Negotiation And persuade Negotiating, Persuading And Influencing Alan fowler 

Is of vital importance to the communication in public relations, in dealing with customers and organizations at the same time, need to subtly to convey important information and brand image to the other party, involved in the negotiations and the ability to persuade, how to persuade each other and the target audience to accept your point of view, and pay attention to and even to buy the product. Negotiation and persuasion ability become one of the skills necessary for public relations executives. 

 

The pr Psychology tended to Of Public Relations zhang yun 

The so-called public relations psychology, refers to and public relations activities and public relations activities related to the psychological phenomenon. 

Public relations psychological features: public relations psychological knowability; Public relations psychological mood; The self-interest of the public relations psychology; Public relations psychological universality. 

 

Editor-in-chief xiaoyan public relations etiquette course 

Public relations is a social organization through various means of transmission, information communication with the public, to coordinate relations, set up image, promoting the development of social organizations survive better management behavior. 
 

Public relations of the runtime consists of main body, fit, medium body three elements. The subject is the social organization, object is the public, media is the media, the three interact with each other, is a complete whole. 

Social organization in work and activities to foster a sense of public relations. Consciousness of public relations including public center consciousness, image consciousness, public consciousness, consciousness of information communication, coordination and balance, overall benefit consciousness, etc. 
 

Etiquette is to honor, respect, value and social intercourse behavior criterion system. 
 

Public relations etiquette is the social organizations in the public relations activities in order to communicate with the public communication, coordination, followed by the shaping a good image of honor, respect, and attaches great importance to the code of conduct. 
 

Etiquette is a means of public relations to communicate information; Etiquette is the way public relations coordination; Etiquette is the content of the public relations image creation. 

Public relations communication etiquette is different from general interpersonal etiquette. Public relations etiquette, with a purpose, planned work. Communicative subjects of public relations etiquette is a social organization. Public relations is a social organization as the pivot, the establishment and network of relationships between the relevant public. Social organizations communicate with the public, to take advantage of all kinds of communication means and methods, such as TV, newspaper, network, meetings, conversations, phone, etc. Also has a direct relationship with indirect contact. 
 

In practice the waist following the respect for the public and increase feelings, balance coordination, shape the image of public relations etiquette principle. 

 

"Public relations" hong-mei pan editor 

"Advertising and integrated marketing communication principle" Tom. Duncan