中小企业大客户品牌的构建（Construction of big customer brand of small and medium sized enterprises）.docVIP

中小企业大客户品牌的构建（Construction of big customer brand of small and medium sized enterprises） Intel, AMD, VISA, Tetra Pak, Leica, in addition to the familiar voice, in recent years, Yuchai power, Shi Feng engine, the Great Wall lubricating oil, ZOOMLION and many other Yutong Industrial Brand and expand customer brand advertising also frequently do not comment on CCTV, the effect of these actions, at least. The tradition is recognized as the industrial enterprises of gray marketing is more and more attention to brand building. In fact, in addition to these traditional large enterprises, with the rise of new industries in recent years, some engaged in customer service of small and medium-sized enterprises are more and more, such as gift industry, hotel supplies and services industry, along with the traditional relationship marketing is more and more difficult, more difficult to establish long-term competitiveness, these small and medium sized enterprises the construction of customer brand requirements increasingly strong. However, because of the strength, they can not follow the road of building these big enterprise brands. Therefore, it is urgent to explore the way to build a big customer brand for small and medium-sized enterprises. First, customer brand and consumer goods brand difference between consumer brands and customer brand target customers and customer needs are quite different, therefore, customer brand operation has its own unique mode of operation. Consumer brand is the consumers overall understanding of the companys products, services and corporate image. It is the quality, price, name, packaging, advertisement, enterprise image and intangible assets reflected in the consumers minds. Customer brand is facing the company and the enterprise, its core value lies in, through to help customers meet the final consumer value that the customer profitability creation, its goal is to become the preferred supplier of our customers. Therefore, in the brand system building