In recent years, Jiangsu's economy has developed rapidly. Jiangsu Shifu Lighting Appliance Co., Ltd. is the leader in the lighting industry, and its brand awareness is getting higher and higher. To this end, our reporter interviewed Shi Jie, chairman of the Ford Lighting Appliance Co., Ltd., one of the “Top Ten Outstanding Persons in the Lighting Industry in 2005†in the Shifu Industrial Park. Reporter: I am very pleased that Chairman Shi Jie can accept our interview with Jiangsu Economic News. Would you please introduce the brand history of Ford? Shi Dong: "Shifu" is a well-known brand of Jiangsu Sino-Ford Lighting Co., Ltd. (Chinese-foreign joint venture), which was incorporated in 1994. After more than ten years of development, the small factory from more than ten people has grown into a large enterprise with more than 200 million assets and more than 1,500 employees. Through high-quality brand marketing and strict and standardized management, it is in the minds of consumers. Established a good brand image and achieved a rapid expansion of scale. At the same time, Shifu has extensive cooperation and exchanges with well-known foreign lighting companies to continuously improve product quality. It has gained wide recognition within the industry and society, and has achieved many outstanding achievements. It has also gained recognition in the international market and won very good. Market base and word of mouth effect at home and abroad. Reporter: The Shifu brand can open the market so quickly and deeply into the hearts of the people. Shi Dong should have a deep understanding and unique understanding of the brand. What do you think is the meaning of the brand? Shi Dong: Most people mention the brand and immediately think of the brand as a symbol and symbol. Many related books point out that a brand is defined as a name, term, mark, symbol or design, or a combination of them that distinguishes it from competitors' products and services. After several years of business history, I believe that brand refers to the product image and character established by the company through marketing and advertising in the market and consumers' minds. It is a comprehensive reflection of the intrinsic quality and external characteristics of the product. Brand image is the perception and perception of people's brand. It consists of social image, product image, market image and service image, as shown in Figure A. For example: Haier takes "sincerity forever" as the brand social image, China Mobile takes "communication from the heart" as the brand service image, and Nokia takes "technology as the people-oriented" as the brand product image. Reporter: What is the specific image of the social image, product image, market image and service image of Shifu Ford? Shi Dong: Shi Ford’s social image is “We strive to benefit mankindâ€; the market image is “Office Commercial Health Lighting Expertâ€; the product image is “Technology Boutique Health Lightâ€; and the service image is “Love Service Volkswagenâ€. Shifu is to become the world's largest brand of lighting manufacturing factory and become the world's leading OEM and ODM partner brand. Reporter: How do you and the company build these brand images? Shi Dong: We pay great attention to the construction of brand image. At the beginning of the company's establishment, the professional 4A advertising company was invited to design the brand identity. It also hired a famous corporate image design company in Guangdong to diagnose the brand status, carry out brand planning, and carry out CI design improvement work for Shifu. . The social image of Stuart is "We strive to benefit mankind." We must create more, better and more economical products for human beings, and strive to meet the needs of users for the optimal performance and cultural value of lighting products; strive to meet the survival and development of employees, dealers, suppliers, investors and Shifu Its own benefits and development needs. The construction of the social image is mainly the responsibility of the company's Planning and Development Department, in which a brand manager is set up to plan and supervise the implementation of the brand concept of building a social image. For example, the production of "Stuart Lighting" publication, "Stuart brochure", Shifu website, etc., through the news reports, exhibitions, seminars and other means to promote our social image; planning "Enterprise Culture Handbook", "Brand The Management Manual, the VI Manual, etc., build corporate culture through corporate broadcasting, education and training, and staff meetings. Moreover, we have set up a special lighting research and development center, the Ford Nanjing Lighting Research Institute, to continuously develop more environmentally friendly, more energy-efficient, healthier and more efficient products for the benefit of society. For example, in school lighting, in order to prevent and reduce students' myopia, we have specially developed lighting products to protect vision; in office lighting, in order to reduce the visual fatigue of staff, ease work pressure, and create a comfortable and healthy working environment, we special Developed anti-glare and stroboscopic lighting products to promote energy-saving green lighting. The market image "Office Commercial Health Lighting Expert" is mainly responsible for the construction of the marketing department, planning "Market Management Manual", "Investment Manual", "Terminal Construction Manual" and many other promotional tools, and through dealer conferences, promotional gifts, promotional activities, outdoor Advertising and other means of publicity. We have a high-quality research and development team, Nanjing Lighting Research Institute, which is composed of professional lighting research and development experts, light source experts, senior designers and senior designers. It has established exchanges and cooperation with famous universities such as Jiangnan University, Tongji University and Southeast University. Relations, and establish long-term cooperative relations with Italian lighting research institutions, extensive technical exchanges and personnel training activities abroad, through extensive international cooperation and exchanges, digestion and absorption of foreign lighting technology and application to the Chinese lighting industry.
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