Reporter Wang Lin
From December 14 to 16, the " Technology Innovation Women's Living Room" service enterprise integration linkage technology empowerment action series activities held by the Weifang Women's Federation focus on "how enterprises can achieve brand value improvement" and further improve the brand awareness of "women's" enterprises through expert lectures and project guidance. This event invited Fu Qiang, Executive Deputy Secretary-General of Shandong Brand Building Promotion Association, Cui Jingliang, Deputy Secretary-General of Yidian Think Tank, Chen Lei, Specialist Tutor of New Media Entrepreneurship, and Director of Shandong University Communication Research Institute Zang Lina, . The expert lectures systematically taught female entrepreneurs on the aspects of "quality concept, brand and brand value, brand theory and school of thought, and brand building misunderstandings and suggestions". The live broadcast attracted 11,000 people to watch through Qilu Yidian Live.
Detailed the importance of brand management in combination with a large number of cases
Fu Qiang, executive deputy secretary-general of Shandong Brand Construction Promotion Association, gave an expert lecture, focusing on the theme of "How enterprises can achieve brand value improvement", and gave examples of many successful corporate cases after brand packaging. "An outstanding identification system can simply and appropriately interpret the core and value of the brand." He systematically explained the strategic significance of the brand in five levels: scientific and comprehensive brand definition, mind to strategic brand effect, brand positioning, establishing a company's brand structure, and managing and continuously creating a company's brand assets. Combined with years of rich consulting experience, he demonstrated the practice and important role of brand management in the enterprise through a large number of corporate cases.
In order to facilitate everyone to apply the lecture content to reality, an online roundtable forum was arranged after the lecture. Some corporate representatives had in-depth discussions and communication with Fu Qiang. The company consulted on issues such as cross-functional departments' brand value co-creation, customer-oriented brand value management, and innovation and transformation based on brand strategy. Fu Qiang gave a detailed explanation. After a conversation, both parties had new cognitions and gains.
What should I do if the product added value is low? Experts come to advise
14 to the 16th, the expert group carried out one-on-one project tutoring for "women's" enterprises, and successively provided six companies: Shungeng Holiday Hotel, Shandong Zhucheng Mizhou Wine Co., Ltd., Qingzhou Hongsizhilu Art Co., Ltd., Shandong Qiyue Group, Changyi Chengliren Fashion Chain Co., Ltd. and Weifang Liqun Food Co., Ltd. "According to domestic market research, our company has problems with low brand awareness and low product added value." Shandong Qiyue Group was founded in 1986. The export share of children's carriages and clothes racks is more than 95%, with an annual export value of US$30 million. Chairman Sun Chaoxia said that the company currently wants to convert exports to domestic sales and has encountered difficulties in brand building, and hopes that experts will give advice. In response to the problems faced by the company, the expert group gave suggestions on promoting product concepts, creating corporate culture, and finding the right channel construction.
In addition, during the two and a half days, the expert group also answered more than 10 questions raised by the tutored companies in a targeted manner from 20 aspects, including "providing consumers with an experience, not being afraid of innovation failure, facing and improving the weaknesses of the brand, and promising where customers are most worried about, simplicity is the best, and the basis of the brand is corporate culture." How to deal with the relationship with consumers with
is a problem encountered by many companies in the process of improving their brands. The expert group mentioned many times in the process of tutoring companies that successful brands have got rid of the thinking model of providing hardware to customers in the past, but have provided consumers with an experience. Now people have reached a consensus: human society has moved from product economy to service economy, and is now transforming from service economy to experience economy , and focusing on customer experience is becoming the ultimate pursuit of corporate brand marketing.
"chain" connects resources to serve enterprises, be a good "mother's family"
brand is an intangible asset that brings premium and generates value added to owners. In this expert lecture and project tutoring, female entrepreneurs from Weifang conducted extensive discussions on issues such as cross-functional departments' brand value co-creation, customer-oriented brand value management, and innovation and transformation based on brand strategy. They have a deeper understanding of the brand, turn invisible into tangible, and will continue to pay attention to, cultivate brand management concepts, integrate knowledge and action, and improve management capabilities in the work they follow.
Weifang Women's Federation is based on innovation to play the role of a bridge and link between the Party and the government and the masses, and is positioned at the top in serving the overall situation, serving women, and serving enterprises, and strives to be the first in the high-level positioning, and striving for the first place. It builds resources such as learning and training, resource links, and financial assistance. Based on the actual needs of the enterprise, it connects resources to the upper and lower "chain" resources to serve enterprises, focusing on "you need my service", and builds a base for female entrepreneurs' activities. By sending policies, listening to suggestions, solving problems, and doing practical things, it has effectively opened up the "last mile" of serving enterprises.
In the next step, the Municipal Women's Federation will continue to promote a series of "linkage actions", focus on giving full play to the demonstration and leading role of outstanding female entrepreneurs and female entrepreneurs, increase confidence, solve problems, build platforms, and provide services, guide more women's talents to open up new fields and new tracks for development, continuously shape new momentum and new advantages in development, and contribute women's strength to Weifang's high-quality development.
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