A Brief Account of Higer Brand Strategy Development
2010-08-12 Source：www.chinabuses.org
Summarize：In 2002, Higer has started brand construction, brought forward "safety" as the brand core for products in 2003, put forward "reliable safety and considerate service" in 2004-2005, proposed "safety-based", conciseness and grandness in 2006 and combined new elements, improving brand to a higher level of the creation of safety awareness chain of the industry in 2007-2009.
www.chinabuses.org: In 2002, Higer has started brand construction, brought forward "safety" as the brand core for products in 2003, put forward "reliable safety and considerate service" in 2004-2005, proposed "safety-based", conciseness and grandness in 2006 and combined new elements, improving brand to a higher level of the creation of safety awareness chain of the industry in 2007-2009.
Higer Safety Lectures
The limitation of "Safety-based":
The nature of B2B (business to business) of bus & coach industry is quite obvious. Therefore, the brand strategy should confine to satisfy the most operation benefits for customers. "Safety-based" is part not all of content.
Intelligence:
Since 2008, Higer researched and developed project "Life-cycle Manager" ("Intelligence operation system currently"), which means fully developing information science and technology, electronics application technology to realize intelligence management for bus operators.
Higer Intelligence Bus
Intelligent Transportation is one of the hot topics, possibly making a big influence on domestic transport. This concept complies with the prospective in the future. "Intelligence", the word represents full information and complies with the disposition of Higer as a growing company. The new brand strategy is based on "Intelligence wins the future". This word will become the brand essence in future.
Logic of Brand Upgrading for Higer from "Safety-based" to Intelligence wins the future"
Higer still holds the great importance of safety through safe products, raising safety awareness an offering safe management tool for operators. "Intelligence" owns great comprehensiveness. "Intelligence wins the future", namely, G-BOS refers to four promises to customers: management intelligence, safe operation, energy-saving and durability. The upgrading strategy serves the operation one and realized the transformation from bus builder to operation management solution provider.
The launching of G-BOS intelligence operation system
G-BOS intelligence operation system
G represents 3G(GPS、GIS、GPRS) and BOS is BUS OPERATION SYSTEM for short. This system offers systematic and comprehensive operation management solution through intellectualization, electronization and informatization to achieve the maximize operation benefits and assists bus operators for management.
Three Characteristics:
Intellectualization: The functions are based on bus operators' long-term management experience and special management concept as well as ways.
Electronization: With the broad application of electronic injection engine (Euro Ⅲ) and CAN bus, the electronic technology of buses develop rather fast and it is also one of significant ways to implement technology upgrading for products.
Informatization: Wireless communication network technology makes possibility for simultaneous communication and it is the highlight point with innovative application of information technology for this system.
Intelligence bus becomes focus of bus market 2010
As for the brand strategy of Higer, the formal launching of G-BOS intelligence operation system means as following:
Firstly, Higer transfers from bus builder to comprehensive operation management solution provider. Secondly, Higer is dedicated to making win-win with customers and setting up partnership. This system will power development and promotion of Higer brand and lay foundation of new value system, enabling the great intension of various value elements.
The unique insight and systematic thinking of Higer brand successfully occupies the new commanding point of bus brand communication. G-BOS aims at improving management for bus operators and building win-win partnership with customers.
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