背景图

Brand strategy

品牌战略

  5个转型升级”:由过去“工程主导”向“工程与渠道并举”转型;由过去“技术主导”向“品牌先导和技术支撑”转型;由过去“商品房主导”向“品牌地产和民生地产市场”转型;由过去“地区主导”向“行业纵深拓展”转型;由过去“区域品牌主导”向“行业第一阵营品牌”升级。

  “4个举措引爆市场”:“云生态”构建横向、纵向价值链的新业态;“智慧舒适家居”树立舒适家居行业的新标杆;“厂商联销体”寻求触及主要采暖区工程市场的新突破;“人文化”着力企业战略、品牌、营销的新驱动。

  “3化众创空间”:产业平台化;伙伴创客化;产品个性化。集聚人文战略、智能技术、资本市场等高端要素,形成要素互补、业态互动的生态经济。

  “2翼品牌内核”:“新产品、新技术、新业态、新商业模式的‘新供给’”和“去耗能、去区域、去传统、去生产率的‘源创新’”。

  “5 transformations and upgrading”: transform from “engineering-oriented” pattern to “combination of engineering and channel” pattern; transform from “technology-oriented” pattern to “brand-guided and technology-supported” pattern; transform from “commodity-house-oriented” pattern to “branded house property and civil house property market” pattern; transform from “area-oriented” pattern to “in-depth expansion of industry” pattern; upgrading from a “regional-brand-oriented” brand to “first class band in the industry”.

  “4 measures to grab market share”: construct new industrial business of horizontal and longitudinal value chain based on “cloud ecology”; establish new benchmarking in comfortable home furnishing based on “intelligent and comfortable home furnishing”; strive for new breakthroughs of engineering and market at primary heating areas based on “manufacture consignment system”; and take efforts to play a driving role in enterprise strategy, brand and marketing based on “humanization”.

  “3 changes to make space”: build industrial platform; turn partners into makers; realize product individualization. Gather high-end elements such as humanity strategy, intellectual technology and capital market to develop ecological economy in such a way that all these elements supplement each other and industrial business interact.

  “2 brand cores”: “new supply” as “new product, new technology, new industrial business and new business mode: and “source innovation” as “de-energy-consumption, de-area, de-tradition and de-production-rate”.

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