In this regard, Lu Heng seems to have expected it. Pen, fun, and www.biquge.info

picked up the laser pointer and pressed it, and on the white curtain behind him, a line of theoretical directions was displayed in front of everyone.

A crisp and hearty voice sounded in the conference room, accompanied by Lu Heng's detailed explanation.

"A brand is not a thing that actually exists. It is an intangible asset that is virtual, abstract, but has a certain economic value! The brand carries more of the recognition of some people's products and services, and is a product derived from the mutual run-in between the brand owner and the customer's purchase behavior. Some people trust this thing, and this thing naturally becomes a brand. ”

Lu Heng first gave everyone a general explanation of the definition of the brand, and then then turned to the focus.

"How do we build a brand? That's what we're going to focus on!"

"In my perception, brand building is a systematic and long-term process, which covers all aspects, many, many details. ”

"First of all, the carrier of the brand, more is reflected in a physical trademark, we Hengcheng Group has a trademark, but in your impression, the specific meaning of the company's trademark can be recalled?"

Everyone looked at each other, everyone looked at me, I looked at you, and there were really few people who could say the specific meaning of the trademark that Hengcheng Group is now using.

Lu Heng smiled slightly, these things were not something he spent a day or a month to come up with, but the knowledge he had accumulated over the years.

Regardless of other people's reactions, Lu Heng continued: "In China, many businessmen equate trademarks with brands, which is actually wrong. Of course, we now need a logo that is visible enough to be impressive at a glance, and that's the first thing to do. ”

"For example, when you think of penguins, you think of Tencent. When you think of the letters LV, you think of Louis Vuitton products....... That's what we need to make an impression on the brand. ”

"Zhao Jing, you are responsible for arranging people to deal with this matter. ”

Zhao Jing, who had been silent, blinked his eyes and said in a sonorous voice: "I will immediately ask professionals to design the trademark that is most in line with Hengcheng Group!"

Lu Heng smiled with satisfaction, and the PPT behind him moved again.

"Trademarks are just the easiest step, and the next step is the most important thing. As I said just now, a brand is people's recognition of a company's products and services, and because of recognition, it becomes a brand!"

"So, the next step is the product. What do you think of our Hengcheng Group's products?"

Facing Lu Heng's eager gaze, everyone was moved.

Zhao Gen said tentatively: "Car?"

Lu Heng shook his head.

Everyone was surprised, Hengcheng is engaged in automobile retail, is the product not a car?

For a moment, everyone was puzzled.

"Our shop?"

Liao Fan, the young man sitting behind him, said softly, and when he said it, he himself was not quite sure.

However, as soon as these words came out, Lu Heng snapped his fingers.

"Yes, our product is not a car, but our 4S stores all over the world. The car is the product of the automobile manufacturer, and the 4S store is the product of our Hengcheng Group!"

Regardless of everyone's surprise, Lu Heng said in a louder voice: "Standing at the height of the group, our products are the 4S stores scattered all over the place! This is the moment, if we wait for Wang Hongwei's second-hand car to be made, we will have one more product." Regardless of the grandeur, take the 4S store as an example!"

"The 4S store is the physical existence that we contact with consumers, the 4S store is the product, and the customer buys a car in our store, which means that he chooses our 4S store! Other things provided to him in the 4S store, such as automobiles, decorations, electronic products, and financial loans, are just incidental to the product. Because he chose our 4S store, we will give him more products!"

"Do you understand what I mean?"

Lu Heng stopped talking and looked at everyone.

Some people are confused, some people suddenly realize, some people want to speak and stop, and some people know it.

He chuckled: "How to run the product of the 4S store well and promote it to the majority of potential customers, this is the direction of every 4S store employee below, Zhang Chengfeng, Tang Changyuan, Chen Li, Liao Fan, including Zhao Jing, Zhao Gen, me, and even everyone in the entire group." ”

Clapping his hands, Lu Heng breathed a sigh of relief and said, "Okay, I have talked about the positioning of the product, and the next thing is service!"

"Customers choose our 4S store, how to beat the word of mouth, relying on service!"

Lu Heng said while combing the thoughts in his heart, and instilled his concept of Hengcheng brand into his employees word by word.

"Pre-sales service is not just a simple sale of the car, but should be reflected in all aspects of pre-sale, such as making an appointment, entering the store, introducing, guiding, negotiating, etc. This involves the professionalism of every front-line sales employee, which needs to be cultivated by the head of every branch, including the group......."

"After-sales service is equally important, and in the future, the profit from car sales will only account for 20% of the entire chain. The remaining 80% is the customer's daily maintenance, repair, purchase of electronic products, decorative products, and financial products. These are all after-sales services, how to do the best in these places, we will talk in detail after the meeting. ”

........

In the quiet conference room, Lu Heng's voice continued to sound, and everyone listened attentively.

Different from the usual meetings, they deeply discovered that today's meeting may be a meeting that will change the fate of Hengcheng Group, and it will also be a meeting that will change their lives.

Lu Heng's branding, if this concept is placed in other industries, is nothing more than a cliché.

But in the automotive retail industry, it's unheard of.

Everyone follows the principle of selling more cars and making more money, but as for the rest, they haven't thought about it at all.

Not to mention that as Lu Heng said, the 4S store is promoted to consumers as a product, and the Hengcheng Group is made into a brand, and every customer who chooses Hengcheng Group will get a 4S store product, and then enjoy the most distinguished service.

"If collectivization is the first step out of the traditional car 4S store, then branding is the first step that can take us to the top. But this is by no means the last step, the brand is also high and low, the small scale is called the regional brand, can do the entire national level, is called the national brand, if it can go to the world level, it will be the world brand. ”

Lu Heng waved his hand and said loudly: "Among the brands, there are also inferior brands and general brands, but our goal is not these two, but to become a famous brand!"

.......

Everyone's eyes flickered, and each other's hearts more or less surged with blood because of Lu Heng's words.

Seduced by the prospect he depicted, by the steps he described, it felt like everything was within reach, as if it was just a matter of doing it.

So one day, when someone talks about where he works, he can say "Hengcheng" lightly, but others are surprised and show envy.

=

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