2. Brand and intensive cultivation: Push-pull is interactive

The development that what intensive cultivation tells actually is pair of sale access and have, its action is the product the enterprise is shown at consumer before, await the choice of consumer, can choosing you as to consumer is another problem. Today's consumer is changeful, be the power that has adjacent and boundless choice and possibility, so, although consumer saw you do not choose you certainly however. This is a when the enterprise is faced with big task. So, should let consumer preference you like you with respect to need consumer. The enterprise should be accomplished let consumer like you to want consumer to find you to just can gain a success again already, surpass rival.

Letting consumer like is a concept about the brand, what is the brand? The brand is consumer or potential customer the be inning that forms through the product of contact, use enterprise on mentally, spirit, the synthesis check on the sense organ. This kind of experience is to and the experience that surpassed rival will gain competitive advantage, those who win customer love and favor; Otherwise, will get of consumer abandon. But, this involves another issue again: I like you but can not find you certainly again however. The Bai Ma in dreaming like the girl is princely, such-and-such good, but be not being encountered however also is rejoice too soon. Serving as a product also is such, the brand can be stimulated and pull the consumptive desire that acts consumer, still need to develop the product in consumer however before, ability achieves a sale finally. Of the person that the brand is expended through offset pull move, consumer will drive channel to cooperate actively with the enterprise conversely, reduce the difficulty that business medium of communication develops then.

Altogether, what channel should do is develop the product in consumer before, the consumptive desire that what the brand should do is exciting consumer produces the operation, the result that both photograph combines is the time that the product can appear in consumer to have consumptive demand and place.

3. The operation of intensive cultivation and upgrade: Innovation and maintain

This topic should answer two questions above all: It is whether the enterprise achieved basic intensive cultivation, it is namely above two mentioned administrative levels; 2 it is to be in whole market structure, the enterprise is in what kind of position.

(1) be aimed at the first problem, the enterprise should be mixed from the range of the market two dimension spend deepness undertake ego detects, whether has been target area enclothed entirely? Is channel depth construction reasonable? The course detects, if make the area that reach the designated position and medium of communication, need to continue to throw development; What if channel is developed,do with terminal construction is very good, want to consider the 2nd issue.
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