We do branding and spend a lot of advertising money every year. This sentence has almost become the mantra of many lighting owners. Is the lighting company that made the advertisement just doing the brand, and the company that is not advertising is not the brand? In view of the lack of the current brand, how can lighting companies improve their promotion effect by self-supporting brands from the media? Since the media, there is no war with smoke. With the rapid development of Internet technology and mobile communication technology, the media has relied on the rapid communication of personal terminals to become the most widely used communication platform for the general public. Since the media, everyone has been brought to reporters and people. The amazing situation of everyone in the media. The commonly used Sina, Tencent, Netease Weibo, Facebook, etc. are just a form of expression from the media, combined with the convenience of the media's main body diversification, civilians and generalization, and point-to-point peer-to-peer communication. Faster and more popular with the public. According to statistics, 300 million of the country's 500 million netizens use Weibo, and the number of post updates has reached more than 200 million. Since the media has played out, everyone has a microphone, everyone is a journalist, everyone is a news communicator. With its interactive and autonomous communication characteristics, the freedom of the press has been greatly improved, and the media ecology has never been seen before. The transformation. For lighting companies, advertising media can not only enhance the visibility of enterprises, but also expand the promotion effect. However, media advertising has professional and popular points. If lighting companies want to integrate suppliers, distributors, human resources, or to establish their brand status in the industry, they should choose professional media. If lighting companies want to promote in the consumer market, or establish a public image of the brand, they should choose popular media. Because different types of media have different audiences, corporate brands are different, and the audience is naturally different. At the same time, in the process of selecting media, it is not only possible to measure a media from the price of media advertising. The key is to evaluate the effectiveness of his advertising. The most direct way to evaluate the effectiveness of media delivery is to visit some of the old customers of the media, or to inform their target customers about their concerns about various media. In addition, the media's own business philosophy and social responsibility are also very important. The media's own business philosophy can determine the future of the media, and social responsibility will directly determine the influence of the media. How do you use media marketing to create it? China's lighting industry has experienced the budding stage, the start-up stage and the take-off stage. Next, it will move to the maturity stage and finally enter the stable stage. In the process of early development, due to the restrictions of national policies and various conventions, the management level of lighting enterprise operators is low, which leads to more lighting companies paying attention to product sales and brand in the brand management process. The popularity of the product ignores the quality level, personalization and differentiation of the product and the recognition and reputation of the product in the minds of consumers. So how do you use self-media for marketing and promotion? It is understood that there is no classic case in the self-media marketing between lighting companies, but the widely spread China Merchants Bank and WeChat drift bottle, Starbucks multi-dimensional interaction is well known, from their use of the media can be used for lighting Enterprises learn from one or two. First, focus on hot issues and occupy sensational highlands. Since the media has the characteristics of fragmentation and fragmentation, when there are hot events on the network, microblogs, blogs, forums and other network platforms will exert a convex lens effect, so that netizens from all angles of society will pay attention to an event and a problem. Thousands of netizens express their views through the media. Because of this, there is often a preconceived view, forming a network of lyrical highlands, whether it is true or false, as long as who is occupied, whoever gets the network public opinion, and thus achieve the effect of increasing fans. Second, use the network language to maintain a friendly image. There are significant differences between the media and the traditional print media. In the past, TV news, newspapers and magazines all promoted the theme with high, large and complete images. The language is written, modeled, and facialized. It lacks vitality and fresh vitality. Netizens accept it. The use of self-media, it is necessary to connect with the popular online language such as the body, the yuan body, the Chen Ou body, and cleverly launch their own products, which will have a multiplier effect. Finally, focus on accumulating and earning a good reputation. To play a good role in the media, relying solely on public opinion guidance and online language is far from enough. The gold cup silver cup is not as good as the people's reputation. The most important thing is to do a little bit of accumulation in daily work. For lighting companies, to win a good reputation in the consumer group, the most important thing is to use quality as a guarantee, use loyalty to escort, and use heart to change word of mouth. The future may be unstoppable, but I don't know where the brand represents the strength and culture of the company. The chances of winning the market share will be greater for companies with brand recognition and reputation. The formation of a brand takes time to settle, but the time taken by different companies to build a brand is different, depending on the positioning and tactics of the company. Enterprises use various media to promote in the process of building brands. What is the future development trend of media from media? Yuan Weiwen, a lighting consultant and lighting consultant of China Lighting Lighting Co., said: Since the birth of WeChat, this self-media has changed the status quo of traditional media, forming a situation where everyone is a media, and everyone can participate in this process. Among them. But now the self-media tends to spread positive energy, and the media will not dig out its commercial value, and tend to commercialize it, making it more perfect. Since the media will form a mainstream, it is impossible to replace the traditional media, because they have the value of their existence under the overall background. It is true that it is worthless than medicine. Because it can cure diseases and save lives, it is also true from the media. An industry person who asked not to be named frankly said that the development of the media is unstoppable, but when choosing to promote from the media, it should be carried out step by step according to the current situation of the lighting industry. Although every boss is now trying to use micro-marketing for brand promotion, how many people really understand micro-marketing? In the future, the development of self-media marketing is a trend. Everyone is chasing this trend forward, but on the way forward, we have to look back. The paper media is also an available choice in the principle of proximity. A thousand people look at Hamlet, there will be a thousand Hamlet. The public said that the public is reasonable, the wife said that the woman is reasonable, but the position of each station is not the same. In the future, no one can predict, so look forward to it. 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