跨境营销概述（五）：市场与品牌战略Ⅲ
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“跨境营销概述（五）：市场与品牌战略Ⅲ”
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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）识别品牌Recognizing the brand
狭义的“品牌”定义主要聚焦于品牌识别上。一个强势的品牌必然有丰满、鲜明的BIS。 科学、完整地规划BIS后，品牌的核心价值才能落地，并与日常的营销活动有效对接，企业的营销活动就有了标准与方向。品牌识别系统包括理念、行为、视觉和听觉四方面，但最常见的是视觉识别系统（VisualIdentitySystem，VIS）。电商应用场景也特别适合在视觉上做文章。
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
品牌是企业长期努力经营的结果，是企业的无形资产。品牌建设具有长期性、系统性和一致性等特点。跨境电商企业选定目标市场后，必须确定本企业的产品在目标市场中的定位， 然后通过一系列行动来打造品牌。
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.
进行宏观或微观的市场调查，在此基础上进行STP目标市场地位，并结合自身情况确定品牌定位。
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.品牌内化与内部营销Internalization of Brand and Internal Marketing
打造品牌的关键在企业内部，品牌内化涉及技术研发、生产工艺、产品组合、管理制度、沟通行为等多方面。
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）产品组合与测评：根据品牌定位，选择好产品组合。
Product Mix and Evaluation: Choose a good product mix based on brand positioning.
（2）内部营销：企业真正的危机来源于内部，只有通过扎实的组织建设、充分的内部营销，使品牌内化，让每个员工的言行都具有“品牌”特性，才能消除这一风险。
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）优质客户服务：每个老板都希望看到关于品牌的正面评论，希望客户在店铺内留下好评，对企业的服务均满意。
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、市场战略策划Market Strategy Planning
（一）最优市场战略函数Optimal market strategy function
企业在不同的市场生命阶段进入，采取的市场策略应是不同的。笔者尝试用以下函数表示最优市场战略：
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:
最优市场战略函数=f[（客户×渠道×商品），该目标市场所在的生命阶段]
The optimal marketing strategy function = f[(customer x channel x product), the life stage in which the target market is]
该函数目前仅有定性意义，即在特定市场，总有最优进入策略，这一最优市场战略由目标客户、进入渠道、商品所组成的市场特性，以及这个市场所处的生命周期决定
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）市场战略策划流程Market strategy planning process
1.自我评估——发现优势或下决心打造差异化
Self-assessment - finding strengths or making a determination to create differentiation.
2.确定目标——快速从对标企业的情况了解市场
Determine the goal - quickly understand the market from benchmark companies.
3.预设市场——从客户需求、产品差异化、品牌定位、渠道/区域预设等方面粗略描述市场
Roughly describe the market from aspects such as customer needs, product differentiation, brand positioning, and channel/region settings.
4.市场调查——在预设的市场范围有目的地进行市场调查
Market Research - Conduct market research purposefully within the predetermined market scope.
5.细分与目标市场——尝试用某种标准将市场细分，争取到目标市场
Segmentation and target market - try to use some standards to segment the market, targeting the desired market.
6.品牌定位——在目标市场寻找品牌的差异化心智模式
Brand positioning - finding the differentiated mental model of the brand in the target market.
（三）市场战略策划画布Market strategy planning canvas
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文案|罗姗
排版|罗姗
审核|zjj
参考资料：物流学
翻译来源：ChatGPT
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