长沙在酒店晚上怎么叫服务

Focus on industrial products marketing system for 20 years长沙在酒店晚上怎么叫服务

Help 162 listed companies

Hotline: 400-920-6062

Marketing knowledge base

Current location: home page > Marketing knowledge base >Marketing knowledge base

Ge Li Guowei: three things to do well in B2B brand

Click times: 2237 release time: September 7, 2018 14:29:57


Two challenges for multinational corporations
On Interbrand's list of the world's most valuable brands, GE's blue logo is listed. Even if Li Guowei, as a senior media company, has been faced with increasingly severe problems in the media's list of the top ten years, Li Guoneng has been faced with increasingly severe problems in the media environment
1. The differentiation of public opinion platform. It turns out that television, paper media and portals occupy the highland of public opinion, and public relations personages do communication through these media. Today's "mobile / social / fragmented" media environment makes social opinion leaders occupy a dominant position. In this respect, local brands are gradually ahead of multinational brands. So the media often say, "it's becoming more and more difficult for multinational companies to do it in China."
2. The change of talent selection. In the past, multinational enterprises were popular in the talent market, but now they are facing the crisis of declining reputation of multinational enterprises. The human resources department often encounters the problem of "difficult recruitment". It is difficult to recruit a person, but in the end, the candidate chooses a local enterprise such as Alibaba or Tencent.

In addition, it can be seen from the series of visits to China by the founder of Facebook and CEO of apple that the government has a clear and clear attitude towards the media and the Internet, hoping that the Internet industry will play an important role in creating wealth for the society and bring about profound social changes. In view of these situations, Li Guowei believes that in brand communication, it would not be exciting to simply use words like "we are the world's largest diversified enterprise, we are the world's largest aircraft engine manufacturer, and we are the world's largest generator manufacturer" in similar words, because this traditional way of telling stories and shaping corporate brands will not be exciting It has been unable to attract the attention of people in the Internet age. Therefore, in the Internet age, how to tell the story of enterprises? Every enterprise has its own advantages. When spreading the Ge brand, its advantages include: 1. The top leaders think Ge is a trustworthy partner; 2. It has a leading edge in technology; 3. It has a good reputation in the mainstream media and has a preliminary impact on social media; 4. The global advantages of leadership and talent development. The corresponding communication challenges are: 1. Lack of strong localization image; 2. Lack of comprehensive advantages of multinational companies; 3. Scattered communication channels of target customers; 4. Difficulties in recruiting and retaining talents of multinational companies. In view of these advantages and challenges, Li Guowei stressed that if you want to get rid of the pure product characteristics and think about the impact that your enterprise can bring to society, this is a very good angle and an opportunity for transformation. Therefore, GE has determined the transformation journey in China: from "global" enterprises to "global + local" enterprises in terms of enterprise positioning; from large enterprises represented by "Welch" to innovative industry leaders in terms of audience cognition; from product oriented activities to 360 degree campaign in terms of marketing methods; and from leader communication to "leaders + employees + advocates" in terms of communication means Multi dimensional communication, fully mobilize the strength of employees, encourage like your employees to voice, speak good words for the company.
B2B Three things to do well in brand
Finally, Li Guowei shared three aspects of transformation practice for B2B multinational enterprises with the communication case of Ge.

one Become a thought leader.
Li gave an example of GE's Forum on "the future of energy" in Beijing. He said that the reason why enterprises dare to do such a topic is that they are involved in the exploitation and transportation of natural gas and in various means of power generation, and have an overall impact on the energy industry. Therefore, when discussing such topics as "what is the trend of energy in the future", "where should we invest" or "where does Ge want to cooperate with the Chinese government and Chinese enterprises", we can attract a wide audience in the industry.
In addition, GE has an innovative view that "the next era is the industrial Internet Era". "Big data", which has made achievements in the fields of e-commerce and social management, can be used in enterprises manufacturing large machines in the future. Aircraft engines, generators, medical MRI machines, these machines will produce a lot of data every second. If they are collected and analyzed, social productivity can be greatly improved. In short, it reduces unplanned downtime for customers of B2B enterprises. Take medical CT as an example. Chinese CT doctors may have to scan hundreds of people a day. If it is not time to stop the machine, it will be a great loss to the hospital. After big data analysis, we can know when to replace the parts. Ge is one of the first enterprises to put forward this point in the world, which can establish itself as an industry thought leader in the future and create business opportunities for the enterprise. As GE's advertising slogan says, "we speak the language of the industry", so the idea of "industrial Internet" is a very important means of communication for GE enterprises.
two Publish the content well
Li Guowei believes that every company is a media company. But at present, there are many misunderstandings in the content creation of B2B industry. Although there are many digital companies doing content for enterprises in the market, the really good writers are in the media, and the contents with real industry depth are all produced by these media people. How can enterprises avoid the minefields of policy and morality and form a joint force of these high-quality resources, so as to organize them in the most reasonable, effective and legal way to produce news releases, social media, digital, video and other contents? This is a question worth thinking about.
three Building employer brand
GE's employer brand is called sharing a belt, making it real. Li Guowei believes that employer brand can help employees to look at their own enterprise and make them really proud of the enterprise by all the ways of brand building (brand analysis, social survey, etc.). GE has made a lot of practice in shaping "employer brand", such as "Ge career journey", "career coach", "career tutor" and "parent club", which bring together a group of people who have unified values and are dedicated to creating value for the society. In order to spread these stories and shape the employer's brand, advertising, social media and so on are good ways of communication.

 

Previous: Five things for brand communication in the next five years return
Next: Liu Chuanzhi: the core of enterprise brand is integrity


All rights reserved Huicp no.09020253-5