The enterprise popularity index is an important feature of the enterprise competitiveness monitoring project of China Business News. Adding popularity index to the comprehensive index of enterprise competitiveness evaluation can expand the depth and breadth of enterprise competitiveness monitoring.
The way of long-term stability: the transformation of core competitiveness into brand competitiveness.
In the enterprise competitiveness system, brand image and social influence, including the personal image of entrepreneurs, are all important non-numerical indicators.
The so-called brand competitiveness is the deep-seated reason why a brand has greater market influence, higher market share, higher added value and longer life cycle than similar products. Brand competitiveness refers to the unique ability of an enterprise brand to be different from or ahead of other competitors, which can show its inherent quality, technical performance and perfect service in market competition.
Generally speaking, if your products sell better, faster, more expensive and longer than similar products of other brands, it means that your brand is competitive; On the contrary, your brand is weak.
Brand competitiveness determines the brand's position in the market.
Due to full and complete market competition, the advantage of enterprise's core competitiveness cannot be maintained for a long time and is monopolized. Only by transforming the core competitiveness of enterprises into brand competitiveness can we ensure the long-term stability of enterprises.
Core competitiveness must be externalized into specific consumer interests.
The limitation of Porter's competitiveness theory is mainly manifested in the source and cultivation of enterprise competitive advantage: Porter mainly emphasizes two factors: cost and difference, but these two factors belong to the direct competitiveness of enterprises. In fact, there are indirect competitiveness in the competitiveness of enterprises, such as management, human resources and technological innovation.
Brand competitiveness is the external manifestation of the materialization and commercialization of the core competitiveness of enterprises in the market. Any existing core competitive advantage of an enterprise, such as resource advantage, technology advantage, talent advantage, management advantage and marketing advantage, will eventually be transformed into brand competitive advantage of the enterprise. Only in this way can enterprises achieve sustainable survival and development in the fierce market economy competition environment and ensure the long-term stability and prosperity of enterprises.
The strength of core competitiveness determines the survival and development of enterprises, so how to judge the strength of enterprise competitiveness and the advantages of core competitiveness and who will judge it. The final decision is not made by entrepreneurs or economists, but by consumers. Because for the vast majority of modern enterprises, the most critical factor that determines the survival and development of enterprises is the choice of consumers, and now this choice of consumers is a free and shrewd choice of diversity.
For an enterprise, the core competitiveness may be one or more aspects such as resources, technology, talents, management and marketing. However, for consumers, these are not direct effects. Perhaps some consumers in the target consumer groups of enterprises often watch financial news, have a deeper understanding of related enterprises and know where the core competitiveness of enterprises is, but for most busy consumers, the core competitiveness of enterprises is invisible. They don't care about the details of your business. They care more about your products, what they are, what their quality is, what their service is, what their symbol is and what their price is. ...
Therefore, core competitiveness, as an internal factor of enterprise competitiveness, has no substantive significance to consumers and must be externalized into specific consumer interests. This kind of benefits must be tangible benefits that consumers can perceive, and it is also the fundamental way for consumers to feel the core competitive advantage of enterprises.
Core competitiveness is ultimately reflected in consumer value (market share and consumer satisfaction) and enterprise's own interests (profit and development). Moreover, these two aspects are actually inseparable, and from a dynamic and long-term perspective, there is a great degree of identity. Because, only if it is valuable to consumers and welcomed by consumers, products will have a market and enterprises will have benefits; On the contrary, enterprises can only survive and develop if they make profits, and they can continuously provide products or services to consumers and get their satisfaction. This is the final result of the core competitiveness competition among enterprises. Therefore, enterprises must cultivate core competitiveness that affects customer value as soon as possible. Popularity index-consumer's impression and feeling of brand.
For any brand, what matters is not the narcissistic feeling of the brand owner, but the impression and feeling of consumers on the brand. It can also be called brand awareness index.
An important feature of brand competitiveness is that brand value accounts for a large proportion of intangible assets, even as high as 90%, which is the most important asset of enterprises.
As the most important asset of an enterprise, brand must be able to bring excess profits to the enterprise continuously. Just as the value-added rate of Coca-Cola brand is amazing, its brand capital is as high as $69.6 billion, and its proportion in the total capital is unprecedented.
We can infer that the essence of Coca-Cola's operation is the capitalization operation of the brand. The formation, development and application of the core competitiveness of many international strong brands is to take brand capitalization operation as the primary competitiveness strategy and improve it.
In today's society, measures to protect reputation have attracted widespread attention. However, the method of active publicity and improving one's reputation has not been widely used.
Whether you have a good reputation does not depend on whether you are better than your competitors or colleagues. Those who think that as long as the work is done well, they will naturally have a good reputation, and often lose many such opportunities.
In real life, many talented people and good companies are often ignored. This is not because they are unlucky, but because they are not well known.
Brand is a comprehensive index, and corporate image and CEO image are important signs of corporate brand.
Really smart people, good brands and good enterprises all have their corresponding word of mouth, but the strength of this word of mouth depends not only on the quality of your work, but also on whether you can persistently promote yourself and give it enough attention.
Many cases show that some companies can successfully promote themselves, and some business individuals can establish a good image for themselves through good manners, which shows that although what they do is not particularly excellent compared with their competitors, they are very aware of their advantages. However, many excellent enterprises or individuals are often misunderstood or can only become forgotten behind-the-scenes heroes.
Feeling cannot replace reality, but feeling can emphasize reality.
Long Yongtu, the chief negotiator of China's entry into WTO, once pointed out in the preface of the book Seven Practices of Excellent Brands:
"China local enterprises must make great efforts to build a world-class brand if they want to last forever, and brand building is a long-term systematic project. The barrel theory of systematic management tells us that the amount of water in a barrel does not depend on the longest board, but on the shortest board. Any gaps and loopholes in the management module will lead to the decline of the brand.
An excellent brand must pay attention to many aspects of management at the same time. The seven disciplines known as excellent brands are brand management, advertising management, publicity channel management, sales management, human resource management, production management and knowledge management. Starting with the successful practice of excellent brand, Seven Practices of Excellent Brand expounds the true meaning and development track of excellent brand, which has practical reference significance for the brand development of Chinese enterprises.
The seven disciplines of excellent brands are like the seven boards of iron ring enterprises. A successful enterprise must take seven courses at the same time if it wants to stay young forever. "
The management functions of an organization are various, such as production management, technology management, equipment management, quality management, financial management, personnel management, administrative management, sales management and so on.
As a management function, public relations is different from the above management fields. Its management object is not tangible assets such as products, capital, technology and sales network, but intangible assets such as information, relations, public opinion and image. Its management means are not technical, economic, administrative or legal means, but communication means in the modern information society. Its management goal is not to directly increase output, promote sales and earn profits, but to adjust the relationship between the organization and the public, so as to optimize the living environment of the organization, enhance the intangible assets and value of the organization, and thus increase the overall assets of the organization.
The object, means and goal of public relations are different from other management functions, and it is a unique management field. This management field reflects a trend of management development in modern information society: more and more attention is paid to information resources, relationship resources, image resources and communication resources.
Good public relations should provide information, consultation, training, public welfare and other popular services for the public and society, so that enterprises can establish a good image of paying attention to public interests, social interests, social responsibilities and obligations and be recognized by the public. The better this kind of public relations service is done, the more popular the enterprise is, the more popular it is with the public, and the better its social image will be.
The introduction of enterprise popularity index makes the competitiveness monitoring system of China Business Daily more vivid and has far-reaching practical influence. The fly in the ointment is that the first popularity index of the enterprise competitiveness monitoring project of Huashang Daily is obtained through the survey of two groups of people, namely loyal readers of Huashang Daily and senior journalists of domestic financial media, and it also lacks consumer confidence index and pursuit index of target consumers.
And this is an important factor affecting brand competitiveness.