Brand marketing activities are a kind of modern business activities. Applying planning science to brand marketing activities is the so-called brand marketing planning. The application of planning in modern business activities is quite popular. The development of various business planning has brought about an efficiency revolution for the conduct of business activities. The purpose of brand marketing planning is to provide a scientific guidance plan for the brand marketing activities of enterprises, so that brand marketing activities can be more efficient, so as to successfully shape and spread the brand image and ultimately generate brand value. Cross-border network brand marketing is based on cross-border e-commerce platforms, and chooses brand marketing strategies to create the brand value of products, thereby increasing traffic.
The first step in brand marketing planning for cross-border e-commerce enterprises is to collect various information and materials related to the brand marketing planning of enterprises. These information and materials will become an important basis for system analysis and design. They include: macroeconomic situation, policy and legal environment, target market characteristics, consumer demand characteristics, market demand trends, market competition conditions and the characteristics of the enterprise itself. In general, we can start from the following aspects.
Platform selection
Be familiar with the characteristics and operating rules of several mainstream cross-border e-commerce platforms, and choose a suitable platform for sales based on the characteristics of the product. Mainstream cross-border e-commerce platforms include Amazon, eBay, Wish, and AliExpress.
2. Market Analysis
Choosing the right market positioning is to evaluate these market segments on the basis of market segmentation in order to determine the target market that the brand should set. The potential demand scale of the market segment is determined by factors such as the number of potential consumers, payment ability, and price elasticity. In order to determine the potential demand scale of the market segment, it is necessary to conduct quantitative trend analysis on these factors. Another factor that determines the actual capacity of the market segment is the potential competitors in the market segment, mainly including competing brands in the same industry, alternative brands, and potential new brands. The more potential competitors there are, the smaller the market size of the segment will be, and the higher the entry cost will be. Therefore, when evaluating the market segment, manufacturers should fully estimate these supply factors that determine the actual capacity of the market segment. Whether the product is scientifically planned according to market segmentation, whether it is tailored according to the regional culture of the target market, the consumption level and habits of the consumer group, and the business philosophy of the local dealers, these are the key factors for the success of a product brand.
Under the conditions of modern science and technology and socialized production, when consumer goods are becoming more and more homogenized, the homogenized products developed should reflect heterogeneity. Enterprises should develop one or two heterogeneous brands according to consumer demand through market research and follow the market. The correct way is to highlight the leading brand while not giving up on tailor-made products for some important customers and key markets and take the road of brand strategy.
3. Competition Analysis
After conducting a detailed market analysis, understand the status of similar products and existing brands in the current market, and then conduct a competition analysis. The SWOT (Strengths, Weaknesses, Opportunities, Threats, Situation Analysis) analysis method can be used to analyze competitors, price advantages, competitive strategies, etc.
4. Brand Building
5. Marketing Tool Selection
This is a key to brand marketing. Based on the content of the previous projects in this book, reasonable marketing tool selection is made, which will not be elaborated here.