跨境營銷概述（五）：市場與品牌戰略Ⅲ
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“跨境營銷概述（五）：市場與品牌戰略Ⅲ”
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Dear, this is LearningYard Academy.
Today Xiaobian brings you an article
"Overview of Cross-Border Marketing(5): Market and Brand Strategy III"
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一、品牌Brand
（一）識别品牌Recognizing the brand
狹義的“品牌”定義主要聚焦于品牌識别上。一個強勢的品牌必然有豐滿、鮮明的BIS。 科學、完整地規劃BIS後，品牌的核心價值才能落地，并與日常的營銷活動有效對接，企業的營銷活動就有了标準與方向。品牌識别系統包括理念、行為、視覺和聽覺四方面，但最常見的是視覺識别系統（VisualIdentitySystem，VIS）。電商應用場景也特别适合在視覺上做文章。
The narrow definition of "brand" mainly focuses on brand recognition. A strong brand must have a full, distinct Brand Identity System (BIS). Only after scientifically and thoroughly planning the BIS can the core value of the brand be realized, effectively integrated with daily marketing activities, and the enterprise's marketing activities have standards and direction. The brand recognition system includes concepts, behaviors, visuals, and auditory aspects, but the most common is the Visual Identity System (VIS). E-commerce scenarios are particularly suitable for visual enhancements.
（二）打造品牌Build a brand
品牌是企業長期努力經營的結果，是企業的無形資産。品牌建設具有長期性、系統性和一緻性等特點。跨境電商企業標明目标市場後，必須确定本企業的産品在目标市場中的定位， 然後通過一系列行動來打造品牌。
A brand is the result of a company's long-term efforts and is the company's intangible asset. Brand building has characteristics such as long-term, systematic, and consistency. After selecting the target market, cross-border e-commerce companies must determine the positioning of their products in the target market and then take a series of actions to build the brand.
1.确定品牌定位Determine brand positioning.
進行宏觀或微觀的市場調查，在此基礎上進行STP目标市場地位，并結合自身情況确定品牌定位。
Conduct market research, whether on a big scale or a small scale. Based on this, identify your target market through segmentation, targeting, and positioning (STP), and then determine the positioning of your brand according to your own situation.
2.品牌内化與内部營銷Internalization of Brand and Internal Marketing
打造品牌的關鍵在企業内部，品牌内化涉及技術研發、生産工藝、産品組合、管理制度、溝通行為等多方面。
The key to building a brand lies within the company itself, internalizing the brand involves various aspects such as technology research and development, production processes, product mix, management systems, and communication behaviors.
（1）産品組合與測評：根據品牌定位，選擇好産品組合。
Product Mix and Evaluation: Choose a good product mix based on brand positioning.
（2）内部營銷：企業真正的危機來源于内部，隻有通過紮實的組織建設、充分的内部營銷，使品牌内化，讓每個員工的言行都具有“品牌”特性，才能消除這一風險。
Internal Marketing: The real crisis for companies comes from within. Only by solid organization building and effective internal marketing can the brand be internalized, so that every employee's words and actions embody the characteristics of the brand, thus eliminating this risk.
（3）優質客戶服務：每個老闆都希望看到關于品牌的正面評論，希望客戶在店鋪内留下好評，對企業的服務均滿意。
High-Quality Customer Service: Every boss wants to see positive comments about their brand, hoping that customers leave good reviews in the store and are satisfied with the company's services.
二、市場戰略策劃Market Strategy Planning
（一）最優市場戰略函數Optimal market strategy function
企業在不同的市場生命階段進入，采取的市場政策應是不同的。筆者嘗試用以下函數表示最優市場戰略：
Enterprises should use different market strategies at different stages of their life cycle. The author attempts to outline the optimal market strategy using the following function:
最優市場戰略函數=f[（客戶×管道×商品），該目标市場所在的生命階段]
The optimal marketing strategy function = f[(customer x channel x product), the life stage in which the target market is]
該函數目前僅有定性意義，即在特定市場，總有最優進入政策，這一最優市場戰略由目标客戶、進入管道、商品所組成的市場特性，以及這個市場所處的生命周期決定
This function currently only has a qualitative significance, meaning that in specific markets, there's always an optimal entry strategy. This optimal market strategy is determined by the market characteristics consisting of target customers, entry channels, products, and the market's lifecycle.
（二）市場戰略策劃流程Market strategy planning process
1.自我評估——發現優勢或下決心打造差異化
Self-assessment - finding strengths or making a determination to create differentiation.
2.确定目标——快速從對标企業的情況了解市場
Determine the goal - quickly understand the market from benchmark companies.
3.預設市場——從客戶需求、産品差異化、品牌定位、管道/區域預設等方面粗略描述市場
Roughly describe the market from aspects such as customer needs, product differentiation, brand positioning, and channel/region settings.
4.市場調查——在預設的市場範圍有目的地進行市場調查
Market Research - Conduct market research purposefully within the predetermined market scope.
5.細分與目标市場——嘗試用某種标準将市場細分，争取到目标市場
Segmentation and target market - try to use some standards to segment the market, targeting the desired market.
6.品牌定位——在目标市場尋找品牌的差異化心智模式
Brand positioning - finding the differentiated mental model of the brand in the target market.
（三）市場戰略策劃畫布Market strategy planning canvas
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文案|羅姗
排版|羅姗
稽核|zjj
參考資料：物流學
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