Research and analysis of Gree air-conditioning brand
Introduction: In the current business environment, the importance of brand building has been recognized and insightful by more and more enterprises. The following is the research and analysis of Gree air-conditioning brand I brought you, hoping to help you.
1. Abstract
The change of business status is that brands will eliminate miscellaneous brands, and the state that brands will dominate the core competition of shopping malls will intensify. After years of business accumulation, some enterprises finally understand that building their own brands is the only way for enterprises. As an important part of intellectual property rights, commodity brand has become the core of enterprise's core competitiveness. Therefore, it is an effective way to enhance enterprise's core competitiveness by vigorously implementing trademark brand strategy and making itself occupy a leading position in the industry brand system. This paper will start with the case of Gree air-conditioning brand, analyze the problems of Gree brand from two angles of brand identification and brand image, and put forward solutions to these problems.
II. Introduction of Gree Air Conditioning Brand
Established in 1991, Zhuhai Gree Electric Co., Ltd. is the largest specialized air conditioning enterprise integrating R&D, production, sales and service in the world. Gree Electric's? Gree? Air-conditioning, the only air-conditioning industry in China? World famous brand? Products, business all over the world more than 1 countries and regions. As a large electrical appliance manufacturer focusing on air-conditioning products, Gree Electric is committed to providing air-conditioning products with leading technology and excellent quality to consumers all over the world.
iii. analysis of brand recognition of gree air conditioner
brand recognition exists as an essential attribute of the brand, and it is an association that brand strategists hope to create and maintain, which can arouse people's good impression on the brand. Brand recognition is a part of the brand, and emphasizing brand recognition can trigger consumers to have positive association with the brand. Gree air conditioner, as a leader in the field of air conditioning, will be associated with it when it is mentioned? World famous brand? 、? Gree has mastered the core technology? 、? Good air conditioning, made by Gree? Waiting for the slogan, they will give us the feeling of high quality and good service. Let's analyze and identify Gree air conditioners from the following angles.
(1) products.
every enterprise knows that quality is the life of a brand, and quality recognition is the basis of brand recognition and the premise for brands to participate in market competition.
first, adhere to the principle of quality first. Gree Air Conditioning has a strong corporate culture, and its business philosophy is to make the best air conditioners for consumers, who have corresponding systems and organizations to supervise the implementation of this policy.
second, establish the brand's overall quality concept. Gree air-conditioning not only has high product quality, but also has high service quality. Gree attaches great importance to the after-sales service of products. They believe that every little thing of customers is a major event of Gree. This makes every customer feel a strong sense of importance, so that customers can buy with confidence and use comfortably.
thirdly, the pursuit of product quality is persistent. Gree Electric insisted? Science and technology save enterprises and promote enterprises by quality? Development ideas, to? Achieve Gree's century-old world brand? For the goal, constantly improve the quality of products and services to fully meet the various needs of consumers.
fourth, products that highlight the identity and status of consumers. Gree air conditioning has been committed to building world famous brands, and its high quality and high price give people the mentality of high consumer goods. This gives consumers who use Gree air conditioners a sense of accomplishment and glory, thus satisfying the psychological needs of consumption.
(2) enterprises.
The enterprise is the parent of the brand, which gives the brand its initial character, culture and expectation. The successive leaders of Gree Air Conditioning have injected new vitality into Gree, and they represent the corporate image of Gree in different periods. From 1991 to 1993, under the leadership of Zhu Hongjiang, Gree overcame many difficulties and developed a series of marketable products, seized market opportunities and initially established a brand image. At that time, Gree was a struggling Gree. From 1994 to now, Dong Mingzhu began to take over Gree, and put forward? Produce quality products, create famous brands, scale up and reach the world-class level? Has the quality policy been implemented? Boutique strategy Establish and improve the quality management system, issued? General manager, 12 prohibitions? , implement? Zero defect project? . With the innovative marketing model, in 1995, the production and sales volume of Gree air-conditioning jumped to the first place in the country. At this time, Gree is in the process of innovation and development, and Dong Mingzhu represents Gree's modern science and technology, innovative management mode, first-class management system and world-famous brand image of high quality and high service.
(3), the brand is people.
brand personification, that is, treating the brand as a real person, can make brand identity richer and more interesting. Gree air-conditioning is like a young man aged 2-3, extroverted, positive and optimistic, brave in trying and good at challenging.
first, brand personality.
Gree's brand personality scale: high-grade, reliable, highly enjoyable, enterprising and innovative. It uses corporate culture to shape the personality of the brand.
second, the relationship between brands and consumers.
a prominent feature of strong brands is that they have established a trust, friendly and cordial relationship with consumers, and these brands have become friends in consumers' lives. Gree air conditioning's excellent after-sales service makes customers feel friendly and feel at home, which represents Gree's excellent functions and product attributes.
(4), symbols.
brand symbols include name, logo, standard color, symbol and packaging, etc. A successful symbol is the concentration of brand personality.
first, brand logo, standard color and packaging. Gree's logo means environmental protection. Gree Air Conditioning invented R29 new environmental protection refrigerant technology and adhered to the green environmental protection technology.
second, the role of brand names.
? Happy? English is GLEE, and Chinese transliteration is? Gree? , particularly powerful, Chinese meaning is good. However, because this English name is so good, it may have been registered abroad. If the company develops abroad in the future, it will be a problem in the future. In order to avoid duplication with other trademarks in English-speaking countries, Gree changed a letter and created a word that sounds similar to GLEE, but definitely does not exist in English? GREE。 This word does not exist in English, but its pronunciation is similar to several words: GLEE (happiness), GREAT (greatness) and GREEN (green). That's it? GREE? With? Happy, great and green? Equal meaning. Gree began to pursue it from the day it was founded, and worked hard in these directions to create today's success. It can be seen that Gree marks the guide of Gree's success.
iv. brand image analysis of gree
(1) brand value of the image analysis.
Gree air-conditioning has the characteristics of famous brand, nobility and high quality, which meets the psychological needs of consumers, establishes a group of highly loyal customers, and ensures high sales and high profits of enterprises.
(2), brand image composition analysis.
first, product image is the representative of brand image.
The durability, safety and reliability of Gree air conditioners have won customers' love, thus achieving the purpose of strengthening brand competitiveness.
second, the service image is a sharp weapon to win the brand competition.
gree air conditioner? Every little thing about customers is a big thing for Gree? Our humanized service concept has established an image of high service quality.
thirdly, the cultural image of the brand is the soul of the brand.
? Gree has mastered the core technology? ，? Good air conditioning, made by Gree? It represents Gree's scientific and technological level, and the national inspection-free products demand Gree's corporate credit, and the new sales and management model pioneered by Dong Mingzhu has been given high honor. These all symbolize Gree's brand culture.
(3), brand image building analysis.
first, shape the brand image under the guidance of correct principles.
Gree has always been committed to the famous brand line, and made long-term plans in the early days of its establishment, and implemented them step by step, gradually becoming successful.
second, determine the brand image strategy according to the brand image positioning.
fixed strategy is a strategy to determine the development direction of brand image characteristics according to the future market trend and the changing trend of consumer demand. Gree has implemented the strategy of diversification and enrichment according to the improvement of consumers' requirements for the appearance of air conditioners, which fully meets the needs of consumers.
v. the role of gree in the brand system
there are thousands of brands in every industry in China, but which brand can become the industry symbol brand? On July 12th, China Brand Research Institute published the list of 145 China industry logo brands, among which, Zhuhai Gree Electric Co., Ltd.? Gree? Brand, with its irrefutable leading position in the industry, stands out from the three candidate air-conditioning industry brands (Gree, Haier and Midea) and becomes the symbol brand of China air-conditioning industry. According to the brand evaluation method of industry symbol published by China Brand Research Institute, only brands that have won the title of China famous trademark or China famous brand product are eligible to participate in the evaluation. If an industry has three or more qualified brands, choose three candidate brands; If there are only two qualified brands, choose two candidate brands; Only one brand is qualified, and the brand is automatically elected as the industry symbol brand; If there is no qualified brand, it will not be evaluated. China Brand Research Institute calculates the comprehensive score according to the five indicators of the candidate brands' sales volume, sales profit, export volume, R&D investment and advertising investment in the last two years, and then selects the brand with the highest score as the industry symbol brand.
in China's air-conditioning industry, Gree has been ranked first in terms of production and sales volume, sales volume and market share for 11 consecutive years since 1995. In 25, Gree's global sales volume of household air conditioners exceeded 1 million units, ranking first in the world and becoming the leader in the air-conditioning industry? World champion? In terms of research and development, Gree has built the world's largest professional air conditioning research and development center with first-class technology, with more than 2 laboratories and more than 1,2 R&D personnel including foreign experts, and has applied for nearly 75 patents at home and abroad. Therefore, Gree scored the highest among the three candidate brands in terms of sales volume, sales profit, export volume and R&D investment, and was finally determined as the symbol brand of China air-conditioning industry.
VI. Problems of Gree brand
(1) Being eager for quick success and instant benefit and being impetuous.
The advertisement is exaggerated, and the brand image is questioned. In 29, some consumers discovered what the manufacturer Gree advertised? World famous brand? There are big problems: the first is that Gree will? China world famous brand? Simple publicity is? World famous brand? , misleading consumers; Second, does the state administrative department have the right to comment? China world famous brand? On what basis? Third, since the appraisal has been revoked, does Gree have false propaganda?
(2), self-satisfaction, brand personality change.
Gree air-conditioning began to expand after it became bigger, which can be seen from the grandiosity of its advertising. Early Gree insisted? Good air conditioning, made by Gree? And achieved a hegemonic career, and then the personality of Gree brand has changed from? Aggressive? To? Who but me? Transition, that is to say, Gree seems to have suffered after becoming the industry leader. Big business disease? Abandon what you rely on to grow and develop? Industrial spirit? . This point has been used for more than ten years since Gree gave up? Good air conditioning, made by Gree? And use it instead? To save energy, choose Gree? ，? World brand, Gree air conditioner? And other leading slogans have clearly seen the change of Gree brand personality.
(3), there is no assessment of the situation, and the strategic judgment of industry sensitivity is lost.
Gree executives are intoxicated with their good feelings. This is a mistake from Gree's indecision? Frequency conversion? The opportunity is proof. When the industry is upgrading, it is very important to grasp the first licensing opportunity. Whoever seizes this opportunity will be able to grasp the strategic initiative. However, in the face of the great change of frequency conversion upgrade, Gree stubbornly believes that there is still room for air conditioners with low energy efficiency ratio, and even once claimed that fixed-frequency air conditioners can meet the consumption environment in China. The subsequent facts gave Gree a head start? Since March 29, the sale of air conditioners with low energy efficiency ratio is prohibited. According to the monthly retail monitoring data of Zhongyikang, from January to May 21, Midea's retail volume share in the inverter air conditioner market was 31%, ranking first. Gree, the air-conditioning boss, can only rank second in the field of frequency conversion, with a retail volume share of 23%. Gree's strategic misjudgment has become the industry's? Negative textbook? .
(4). Affinity channels, overwhelming competitors in the same industry.
just as gree lost its misjudgment of frequency conversion because of its arrogance complex, gree has repeatedly been linked with big chains because of its overconfidence in channels. Firefighting? . On June 23rd, five local media in Anhui, including Anhui Business Daily, also published a Notice on the Termination of Cooperation between Gree Air Conditioning and Suning Appliance (Anhui Region), saying that the cooperation between Gree Air Conditioning and Suning Appliance (Anhui Region) in Anhui Province is now terminated due to their own business reasons. It is exactly the same as the challenge with Gome six years ago.
in addition to being overbearing in channels, Gree's suppression of peers has also made him a? Public enemy of the industry? . At the beginning of June, Dong Mingzhu, president of Gree, bombarded his peers and said? Now all fluorine-free air conditioners actually have fluorine? It attracted an uproar in the industry. It was unanimously countered by Hisense, Haier, Midea and other peers. Finally, China Household Electrical Appliances Association came forward to support it? Fluorine-free frequency conversion? It's mainstream.
VII. Solutions
(1) Proceed from reality, seek truth from facts and establish a correct brand image.
take customers as the center, aim at meeting consumers' needs, and establish a good image of quality and service. Don't make false advertisements, don't shout empty slogans, and do everything in a down-to-earth manner.
(2) keep pace with the times and persist in innovation.
abandon the attitude of self-satisfaction, stick to Scientific Outlook on Development, and improve their own strength, competitiveness and international influence through scientific and technological innovation.
(3) Enhance brand affinity and win with other brands.
the affinity of brands includes the affinity between brands and consumption, as well as the friendly relationship between their own brands and other brands. This requires enterprises not only to meet the needs of consumers, but also not to denigrate and harm the interests of other brands. ;