Localization of international brand TV advertisements in China

Research on the strategy of China enterprises to build international brands: COLM International Marketing believes that the human resources concept of "different from person to person" and the unified guiding principle of human resources and social policies are applicable to all employees in the world, and value-oriented and value-based human resources policies are implemented. Its core includes:

1, global unified guidance.

When the planning process of the whole company is centrally controlled, the corresponding human resources departments in various places will provide support for managers. The goal is to use, improve and develop the qualifications and expertise of employees, so that they can make the greatest contribution to the success of the company with their personal talents, abilities and knowledge. It mainly includes technical ability, personal ability and social ability. Human resource activities are based on this goal and enterprise strategy. Includes the following aspects:

Selective capacity development in the field of innovation;

Human resource development measures, such as qualification courses and projects for young employees;

Human resources business focuses on future target groups;

Affect education policy in the development of research courses and work requiring special training.

2. Make sure it is attractive to employees.

One of the main tasks of human resources policy is to ensure the long-term recruitment of young and qualified employees. According to the commitment to research institutions and universities, the training of young students has been strengthened to attract talented graduates to become employees. Provide support for computer science competitions. Internationally, the company invites young scientists to compete for one of the highest awards in scientific research-the Science Award.

Besides strengthening the qualification training for young students, advanced vocational training is another main way to ensure the recruitment of young employees. In the absence of human resources, especially technical personnel, new methods have been adopted, such as selectively inviting some young women to practice, stimulating their interest in technical fields and engineering science, so as to let them join the company.

3. Performance and salary.

Personal performance and achievements will inevitably affect BMW's salary level. The extra salary includes various bonuses, such as Christmas bonus and holiday salary. Additional benefits include personal health insurance and accident insurance, pension and discount car plan. Employees benefit from the successful development of the company. For example, when the company was very successful in 2004, employees were paid almost 156% of the total monthly salary under the profit distribution scheme. Compared with other competitors in the same industry, the salary is in the forefront.

Marketing bias

To realize the importance of marketing can be traced back to the 1960s at the earliest. It should be put forward within the company, emphasizing marketing and product development, and attacking from these two aspects. Through his own efforts, he promoted this modern management concept in the board of directors, demanding that everyone pay equal attention to marketing, brand management and product marketing, but Americans didn't realize this until the 1990s.

In marketing, he is good at taking an extreme attitude. The most unconventional way is to put a series of short films on the internet, thus turning the cold advertising marketing into an interesting brand experience.

4. Three-dimensional advertising.

In order to successfully turn potential customers into customers, we can turn this strategy into reality through our own three-dimensional marketing strategy-advertising, direct sales, event planning, public relations and so on. In advertising strategy, we adopt multi-level advertising strategy and establish a complete and unified brand image through unified advertising techniques. No matter which market, the advertising plan is basically around the overall brand image, focusing on four levels:

First, global corporate publicity activities-global promotion and positioning of brands.

Second, the advertising plan in Asia-strengthen the brand's excellent image and establish its local reputation and status.

Third, the national brand building activities-building image in various places and improving brand awareness.

Fourth, local advertising activities. Appropriate use of local marketing strategic advertising to stimulate sales and guide brand positioning.

Through four-level advertising planning and brand promotion activities, the corporate image is becoming more and more perfect. For example, in some advertisements, it is mainly to tell consumers the position of the top spot in luxury cars, and at the same time to clarify the achievements and successful experiences. In some advertisements, the 7 Series is taken as the main product to prove that it is extraordinary in automobile design, safety, comfort and customer experience. The double swords are combined with the wall, and the power is amazing.

Sell goods directly to consumers without intermediate links.

We should attach great importance to direct selling. In some places, the investment in direct sales even accounts for half of all publicity expenses. When making marketing plans, we attach great importance to the direct arrival rate of target consumer groups.

In addition to strengthening the power of online e-commerce, we also spare no effort to create a customer experience. According to the statistics of the headquarters, the number of consumers who get new car data online has increased a lot, which has reduced the workload of store sales staff, reduced the staffing of the sales department by about 15%, and saved 40% of all kinds of exhibition space. However, the resources saved through e-commerce are invested in strengthening sales services. The marketing system began in Europe in 2002, and more than 2,500 direct-operated boutiques were opened to show the lifestyle.

In China, with the rapid development of the market, we should choose some personalized methods according to the specific situation of China market to convey the information to consumers in the most effective way.

Case Notes: Discovering the "Cathode" of Brand

Why? Why are you doing this? Why do you want to stand up? Why isn't the battle over? Do you believe you are fighting for something? Your own survival is more important? Can you tell me what this is? Do you know yourself? -"Matrix III"

Many companies rely on strong advertising and marketing to establish their brands, and there are countless cases in this regard. However, more and more new brands have established strong brands without relying on hard communication means such as advertising. This is a bit like the "Yin-Yang Theory" of China traditional culture. Hard communication means such as advertising can be regarded as the "anode" of the brand, while implicit communication means such as experiential marketing are the "cathode" of the brand.

Selling products or selling experiences? In the past, the company focused on how to produce newer, better and cheaper products and services, and then put them on the market. Now, the rules of the game have changed, and enterprises need to create a beautiful spiritual experience for consumers around products.

For a long time, this experience mode has been owned by brands such as Starbucks and Apple. Now, more and more new brands are also seeking breakthroughs by creating brand experiences.

Third, the key to experience design strategy

My design belongs to the future, not this era. This is what Chris Banger, the chief designer, said, and I was deeply impressed by this sentence. In his view, breaking the rules has become very important. The more successful and vivid the brand image, the more determined people are about the concept of "what BMW should be". Extreme fans don't allow designers to break the rules. "I'm not interested in hidebound. My job needs flexibility, which makes my car look more energetic and exciting at first sight. "

What impressed BMW was the long-standing slogan "Take a Mercedes and drive a BMW". Most importantly, it strengthens BMW's distinctive brand positioning with the help of "pure driving pleasure", which includes some important factors: design, power and technology.

In fact, more and more enterprises realize that design is becoming an important tool for consumers to "shine at the moment". For those new brands, design is becoming a force for innovation.

Lenovo smartphone ET960 won the bronze award of "Best Product Design in 2005" in Businessweek. As a latecomer in the mobile phone industry, Lenovo took the lead in taking design as a strategy. In the design of ET960, Lenovo has specially added four functions-global positioning, TV, camera and MP3 player.

Novel design strategies can also add color to those ancient experiences, and a typical case in this regard is Motorola. Before the V3 mobile phone, Motorola's brand image is becoming obsolete. On June 5438+ 10, 2004, Motorola launched the thinnest folding mobile phone V3 of Motorola family in China, and its brand image was also one of the highlights. Ren Weiguang, general manager of Motorola's China Mobile Phone Division, believes that "V3 has achieved great success and helped Motorola win a lot of shares in the world. Motorola's brand image has also begun to become cool and fashionable. "

However, in the eyes of many local enterprises, the design strategy represents the super cool product appearance. Some designers call this flashy design gold tooth design. In fact, many companies enjoy it. For example, the standards of the automobile industry are generally symbols of luxury cars, representing dignity and grandeur. But in China, many latecomers in the automobile industry have taken similar measures to upgrade their brands, such as Hyundai and Chery.

V. Market planning

BMW was founded in 19 16, and its headquarters is in Munich, Germany. Is an enterprise group that produces high-end cars and secret motorcycles, with business all over the world1more than 20 countries. In the global economic downturn, BMW's sales still maintained the growth momentum, and the company made profits year after year. 2001* * The sales volume of various models was 905,000. BMW is an export-oriented automobile company, and two-thirds of its output is exported, mainly to highly industrialized countries, such as Europe, Japan and the United States.

Explore the road of "integration"

One of the policies of integration is the standardization of technical rules, which is of course beneficial and harmless. The question is whether the target group of the market should also be "standardized". No matter how important harmony and unity are, the differences in cultural traditions and lifestyles formed over thousands of years will never disappear.

It can be seen that there is no so-called "European consumer" whose preference is consistent with purchasing power. Although the management bill of European integration came into effect on 1993 65438+ 10/0/day, people's personality characteristics will not be erased, and the spiritual differences between different nationalities will not be eliminated. In view of this, BMW believes that it should do as the Romans do in various local markets.

Provide decent suits for Europeans.

In order to meet the different requirements of different local markets, BMW decided to adopt a centralized and unified brand strategy, and the implementation of the strategy varies according to different countries. This is the marketing strategy of "brand globalization-marketing localization".

The first step in forming this strategy is to conduct market research. The task of market research is to determine the ideal positioning of BMW in Europe and various regions. To this end, a series of discussions were held to find out the relevant language problems and acceptable brand characteristics of each country. Then, a questionnaire was designed. The questions in the questionnaire are not only * * * and "core" suitable for all countries, but also a series of contents involving different countries to reflect the attitudes and views of different places. In this way, anyone who wants to provide a decent suit for Europeans can find the corresponding style, but he must weave it according to local customs and color it according to his personal hobbies.

Specific expectations vary from country to country.

The consistent requirements in Europe are: reliability, safety, quality and advanced technology. Once this formula has passed the above basic tests, the next step is to choose a genre suitable for a country's taste, taking into account the country's climatic conditions. In the Netherlands, the attractiveness of a car depends on "intrinsic quality", such as careful internal configuration. On the contrary, in Austria, a car needs to show personal confidence, and what kind of car shows who its owner is-the concept of "a car is like a man" is stronger here than in any other country. In Italy, people very much hope that cars can meet the personal taste of drivers. Their requirements for design, aesthetic quality and dynamic performance during driving make people find that Italy's pursuit of cars is completely different from other countries. The obvious difference is that people in different countries have different specific expectations for cars. Therefore, BMW believes that the successful sale of a car in many countries is ultimately a communication problem.

Brand Globalization and Marketing Localization

European style and tailoring in different countries do not mean a suitable suit. BMW knows very well that it's people it's dealing with, not cars. Although these people share the same view as a nation, personally, they want to show different personal styles, even completely different styles. It is in the latter sense that people from different countries with the same or similar requirements constitute the target group of BMW market segments.

On the one hand, some types of enthusiasts in various countries account for a considerable proportion, such as "honorary and sports drivers" and "ordinary car enthusiasts" in Italy, France, the Netherlands and Austria. Therefore, some kind of "brand globalization" has direct appeal to these two types of people. On the other hand, the differences in the composition of car drivers in different countries show that people who agree with a certain concept are different in different countries. For example, there are "traditional" and "unclear" drivers in France, and only 65,438+0/65,438+00 in Italy. Obviously, "marketing localization" is needed.

Looking for the best strategic route

The research results provide a strong basis for "brand globalization and marketing localization", and enable BMW to find the best strategic route through the organic combination of positioning standards.

Route 1: ideal strategy and guidelines. In order to obtain the ideal strategy, the guidelines must be as attractive and cohesive as possible to the members of the target group. Even if it has many characteristics, it must form a unified whole; Meet the requirements of corporate image; Provide a unique positioning beyond competitors.

Route 2: Positioning principles and methods. When BMW redesigns its international positioning in a more modern way, both positioning principles and research results are very important. The former way is characterized by unilaterally considering technical ability and advancement, while the new way is extended to new aspects such as accommodating emotional factors, aesthetic value, elegant style, exquisite conception, unique superiority and distinctive personality. It breaks through the traditional image that BMW emphasizes the moral quality with technology and sports style as the core, thus greatly increasing the ways to expand the brand.

Route 3: Positioning the market and positioning the competition. BMW's new positioning mode is greatly influenced by the new 5-series and 7-series models launched in the past two years by 1987 and 1988. However, this novelty often goes out of date quickly, while competitors are eyeing up and waiting for opportunities, always ready to launch new products. The development of new products requires a lot of time and money. Because of this, we must play a more active role in the sales of product positioning market around the whole environment of products and the overall attitude of the company. The positioning competition thus established gradually shifted from the product itself to its environment.

The practice of the above strategic route proves that a good car itself is not only one of the basic conditions for success, but the ultimate factor that determines the success of a car is to create a unified whole, that is, the space for the overall performance of the car to play.

Understand the new brand strategy

New discoveries and new ways have made the company adjust its strategic objectives, that is, from focusing on the product itself to focusing on the product environment, especially the marketing link of the product. But traditionally, corporate headquarters emphasizes unity, and branches in various countries emphasize local characteristics. BMW holds seminars in every country where research is conducted. Participants include marketing officials from the company's headquarters and branches, and also invite relevant institutions and research companies. At the seminar, the research results of relevant countries are first introduced, and then discussed in the context of new strategic objectives.

Practice has proved that this method provides an effective communication channel for the marketing staff of the company's headquarters and branches, deepens everyone's understanding and understanding of the strategy of "global brand, local marketing" and lays a good foundation for the smooth implementation of this strategy.

The formation and implementation of the company's new brand strategy is based on scientific market research. The research results provide a solid foundation for dealing with the relationship between brand and product, brand and communication, product and environment, and also break the marketing gap between the headquarters of a global company and its branches in various countries, thus greatly improving the strategic position of the brand and enhancing the competitiveness of the company.

Six brand strategies

Brand strategy requires that all value activities of an enterprise, especially marketing communication activities, should be carried out around brand identification with core values as the core, that is, any marketing activities should embody and deduce brand identification as much as possible, and communicate with the public and consumers from product research and development, packaging design, TV newspaper advertisements, news soft articles, POP and terminal vivid communication.

The core value of Nokia's "people-oriented technology" means that Nokia's high technology is no longer cold, not only relying on advertising to make people feel warm, but also relying on the development and design of every nuance of products to meet the needs of consumers. Holding Nokia feels very suitable for hand shape and hand structure, and holding the call curve is very suitable for people's five senses; Nokia took the lead in adding the game function to the mobile phone, because Nokia thinks that business travelers are very lonely during the journey, and the mobile phone with the game function can bring great happiness to travelers, and truly make science and technology people-oriented. Nokia's advertising has always focused on convenience, fashion and other topics. Nokia's popularity in the mobile phone market is not mainly the victory of core technology, but the result of a series of marketing communication activities such as function development, appearance design, price positioning and film and television advertising communication.

Under the guidance of this brand strategy principle, BMW is a successful example of guiding all marketing communication activities with brand core values. The core value of BMW brand is "the pleasure of driving and the chic lifestyle". Therefore, BMW has always spared no effort to improve the handling performance of the car and make driving a car a pleasure and enjoyment.

The whole R&D and technological innovation strategy of BMW clearly points to how to improve the driving pleasure of cars. The latest 7 Series represents excellent engineering design, cutting-edge technological innovation, unparalleled shock and pure driving pleasure, which is the best interpretation of BMW brand value. In the manual mode of BMW's new 7 Series, instead of the automatic shift lever, an exquisite "shift lever" is located in the upper right corner of the steering wheel. When shifting gears, you can always keep your hands on the steering wheel, making driving easier and more interesting. The appearance of BMW also vividly reflects the core value of the brand, reflecting the chic and relaxed feeling, which is in sharp contrast with the solemn characteristics of many luxury cars. BMW's brand-new 7 Series has adopted a brand-new design concept: balanced dynamics, classical elegance, the outline of sports car and perfect line combination, showing luxurious style without losing smooth dynamics. BMW 3 Series convertible and sport utility vehicle X5 are the new favorites of BMW family, which combine strength, elegance and fun with romance and practicality.

And BMW's advertising communication always interprets the core value of the brand as much as possible. For example, BMW has a very humorous advertisement with the title "Finally, we found a person who didn't enjoy the driving pleasure of BMW". It turns out that this person is a robot, which means that BMW has made many functions intelligent, which is equivalent to the robot sharing the complicated operation of the driver, so the robot failed to enjoy driving pleasure, and the driver enjoyed unprecedented driving pleasure. BMW not only sticks to the brand core value in advertisements, but also creatively spreads the brand essence at low cost through brand extension and new product promotion. Recently, BMW has stepped up the promotion of clothing, and BMW lifestyle stores have been opened in luxury places such as Beijing Oriental Plaza, Capital Airport and Chongqing Airport. Because BMW not only symbolizes the extraordinary car-making technology and craft, but also means a "chic, elegant, fashionable, leisurely and relaxed" lifestyle. Cars and clothing are the carriers of interpreting BMW's core values. BMW extends to clothing, which can not only gain the profit of clothing, but also has another meaning. More importantly, it can promote the BMW lifestyle and BMW brand to more consumers by getting involved in the clothing field. BMW noticed that people seldom wander around the car showroom in their spare time, and going to the business center has become a leisure way for urbanites. Therefore, BMW hopes to directly show people its excellent quality and perfect details through the clothing of BMW Life Museum, so as to cultivate people into potential consumers of BMW cars.

It is precisely because BMW dominates all marketing communication with its core values and successfully engraves the brand essence of "driving pleasure and chic lifestyle" in the minds of consumers, so the buyers of BMW cars are more cutting-edge people in the industry, entertainers, rich children and successful people who like to drive with relatively young energy, passion and mentality.

If an enterprise can truly take brand identification with brand core value as its soul and direct all its value activities in the above way, consumers will feel the information of brand identification every time they contact the brand, which will leave a deep impression over time. This means that every marketing advertising expense is increasing the brand value. If you don't do this, it means that the marketing communication activities of enterprises have no center and goal, and a large amount of marketing advertising fees can only promote short-term sales and can't accumulate brand assets. Just as a band will never have a beautiful melody unless it conducts different instruments to play its own tunes. Therefore, the implementation of brand strategy can enhance brand equity without increasing the cost of marketing advertising. For example, if the design and color of packaging should reflect the core value, we only need to work harder on the design, and the increased design fee is almost negligible, while the printing fee is large but has not increased; Advertising only needs to reflect the core value in strategy and creativity, and the production cost may rise or fall. The bulk of advertising is media cost, which can be the same as no brand strategy, but the advertising effect is more obvious. Excellent brand strategy, so that every marketing and advertising fee maximizes brand value-added. To put it bluntly, it is to make the money originally spent more efficient. Therefore, even if the enterprise invests or does not implement the brand strategy, BMW Group will implement a clear high-end brand strategy for a long time. In the next few years, this will be reflected in a wide range of products and market offensives. While paying attention to the uniqueness of each brand, BMW Group will enter new fields by launching new products and promote the company's series of products to more new markets. In this way, the company will enter a new realm:

By 2008, BMW Group will sell about 6.5438+400,000 vehicles, achieving a 40% increase. In the same year, the group's annual sales will exceed 50 billion euros.

The overall goal of BMW Group is to stand on the international market as the most successful high-end automobile and motorcycle manufacturer. The same amount of marketing communication expenses can also double the brand equity.