Talking about the future survival of the conduct of business channel Chinese ceiling
Published：
2010/12/25 Clicks：
3033
Featured accurate positioning
China ceiling own business conditions due to restrictions on the marketing investment is difficult to expand , the ability to fight in the competition also has inherent deficiencies , which requires companies in the first step of the ceiling of competition - product options and market positioning on a sound foundation. Meanwhile, the competitive environment and advanced technology products do not consider . Ceiling enterprises not only to analyze the market in sales promotion, but also to product development, market analysis before forming to get the inherent advantages of the product itself , which would greatly reduce the resistance in the future arising from the promotion process , improve communication effectiveness , to close to a multiplier effect. Ceilings in the product option should designate three principles:
1 vacancy under market segments , with great market potential , and have great stability reality and consumption ;
(2) In this market segment , although similar products but no leading brands, namely brand vacancies , which can greatly reduce the cost of entry , and convenience provided may rapidly gain market share ;
3 to a high technical content , compared with similar products has obvious technological advantage.
For example , enterprises in the East Chan integrated ceiling on the market for a more in-depth research and analysis , we found that the current kitchen, bathroom ceiling purchase and installation of more complex, consumers have a certain sense of novelty seeking simple market-based conditions and ceilings unlike the market for furniture, flooring , cabinets market as the brand everywhere, relatively little big brands, and consumers have no brand concept under the competitive environment , the ultimate goal will be determined as the integrated product and market both for gypsum board , mineral wool plates and inadequate Lvkou , developed integrated ceiling .
According to the development trend of China's ceiling industry , the product is determined , integrated business-to- ceiling ceiling market segmentation done again , the target consumer group positioning in the high-end crowd .
The purpose of the consumer group , the group purchased a clear and easier marketing operations.
Product innovation, technological advancement and consumer market positioning , but also reduces the integrated ceiling and other ceiling compare prices. After integrated ceiling market, many dealers empirically intuitively figuring it was a good product , after listing the start of the terminal alone generate publicity began to ask , of the purchase , which is indicative of the options and positioning well, marketing on many will be easy .
Special market operations , real fine
Large companies can not afford to put out the ceiling , so we must look for other ways of marketing operations . How to compete , it was felt , to seek a breakthrough in terms of the formation of rival ignored, formed their own marketing features, close to the market , focus on market-based work ; market operations to ensure a solid , detailed, clear responsibilities of each position and practices , focusing on implemented, attention to detail , the deepening of the details of the process control control ; put such requirements throughout the marketing process , careful consideration and meticulous preparation , the work to the people , and to the time , layers of supervision and reporting through the reporting system , checklist be guaranteed .
Ceiling few market operations should be divided into the following main lines .
First, the public relations marketing
In the promotion, marketing , the full use of consumer trust in the authorities and professional organizations , jointly organized activities and environmental protection departments , the state exemption , industry associations and other units , making them an organic link with the activities . Subject to enhance the activities of the ceiling for the popularization of knowledge , advocacy hazard " three no " ceiling , improve public welfare, news value and ceiling product image . If these institutions conducted jointly with free advice , tracking service. Product registration tracking consumer purchase, collection of valid cases , establish product reputation.
Second, we must strive to put the best results with limited
Activities , advertising to highlight the characteristics of coordination . Note that mining social significance organizational activities , in the form of novelty, and strive to small investment, big momentum , deliberately to participants create a big business image. Soft articles on advertising to popularize product knowledge , hard feelings ads rendering, rich connotation of the brand , and advertising appeals with activity , increase impact and suspense , to avoid advertising, event asunder ills.
Sale terminals is the most important market operations , due to the ceiling limit corporate advertising , sales and maintenance of terminal work to explore the role of sales is even more important. Poster terminals , display, product display , salesperson and promotions, terminal manufacturers , consumers buy all kinds of information would have a greater impact . Thus , on the one hand , made -to-end furnishings show clear and specific norms . While strengthening communication with the terminal sales staff , create a file , to understand the attitude of the company and its products , and strengthen their understanding of the company's products , combined with feelings of penetration, so that the positive terminal of the information passed on to consumers ; on the other hand , the company locally recruited staff in the terminal stringent requirements , in addition to regular visits, to complete the work shop , completing the census form the terminal , work logs, terminal propaganda sheet , terminal sales tables, set up inspectors to check the quality of their work and time to implement , guide and implementation checklist inspectors through the terminal daily report . In addition , requiring weekly , monthly analysis of terminal cases, completing market dynamics week and monthly reports .
Market research is one of the guarantees business success and even survival. Obviously this ceiling enterprises do not have enough knowledge , but market research is absolutely indispensable step required before entering a new market , we must investigate the market economy environment , people's awareness and understanding of innovative products, such as ceiling .
The survey also includes dealer surveys, surveys of competing brands , media surveys, investigations and related regulatory investigations terminal of each of the elements decompose refinement, through the implementation of the survey report . Profit before market survey , the course of the market investigation also an important work, including surveys of market dynamics and effectiveness of marketing programs phased investigation, analysis , evaluation , and strive to accurately grasp the market , the product and its development operations.
The key lies in effective marketing solutions to local conditions , and effectively implemented. A lot of good marketing plan can not reach the desired effect , because the foundation has not done a solid job market , disfigured program during execution . If companies implement, will market a solid work place , a common program that can produce good results.
China ceiling own business conditions due to restrictions on the marketing investment is difficult to expand , the ability to fight in the competition also has inherent deficiencies , which requires companies in the first step of the ceiling of competition - product options and market positioning on a sound foundation. Meanwhile, the competitive environment and advanced technology products do not consider . Ceiling enterprises not only to analyze the market in sales promotion, but also to product development, market analysis before forming to get the inherent advantages of the product itself , which would greatly reduce the resistance in the future arising from the promotion process , improve communication effectiveness , to close to a multiplier effect. Ceilings in the product option should designate three principles:
1 vacancy under market segments , with great market potential , and have great stability reality and consumption ;
(2) In this market segment , although similar products but no leading brands, namely brand vacancies , which can greatly reduce the cost of entry , and convenience provided may rapidly gain market share ;
3 to a high technical content , compared with similar products has obvious technological advantage.
For example , enterprises in the East Chan integrated ceiling on the market for a more in-depth research and analysis , we found that the current kitchen, bathroom ceiling purchase and installation of more complex, consumers have a certain sense of novelty seeking simple market-based conditions and ceilings unlike the market for furniture, flooring , cabinets market as the brand everywhere, relatively little big brands, and consumers have no brand concept under the competitive environment , the ultimate goal will be determined as the integrated product and market both for gypsum board , mineral wool plates and inadequate Lvkou , developed integrated ceiling .
According to the development trend of China's ceiling industry , the product is determined , integrated business-to- ceiling ceiling market segmentation done again , the target consumer group positioning in the high-end crowd .
The purpose of the consumer group , the group purchased a clear and easier marketing operations.
Product innovation, technological advancement and consumer market positioning , but also reduces the integrated ceiling and other ceiling compare prices. After integrated ceiling market, many dealers empirically intuitively figuring it was a good product , after listing the start of the terminal alone generate publicity began to ask , of the purchase , which is indicative of the options and positioning well, marketing on many will be easy .
Special market operations , real fine
Large companies can not afford to put out the ceiling , so we must look for other ways of marketing operations . How to compete , it was felt , to seek a breakthrough in terms of the formation of rival ignored, formed their own marketing features, close to the market , focus on market-based work ; market operations to ensure a solid , detailed, clear responsibilities of each position and practices , focusing on implemented, attention to detail , the deepening of the details of the process control control ; put such requirements throughout the marketing process , careful consideration and meticulous preparation , the work to the people , and to the time , layers of supervision and reporting through the reporting system , checklist be guaranteed .
Ceiling few market operations should be divided into the following main lines .
First, the public relations marketing
In the promotion, marketing , the full use of consumer trust in the authorities and professional organizations , jointly organized activities and environmental protection departments , the state exemption , industry associations and other units , making them an organic link with the activities . Subject to enhance the activities of the ceiling for the popularization of knowledge , advocacy hazard " three no " ceiling , improve public welfare, news value and ceiling product image . If these institutions conducted jointly with free advice , tracking service. Product registration tracking consumer purchase, collection of valid cases , establish product reputation.
Second, we must strive to put the best results with limited
Activities , advertising to highlight the characteristics of coordination . Note that mining social significance organizational activities , in the form of novelty, and strive to small investment, big momentum , deliberately to participants create a big business image. Soft articles on advertising to popularize product knowledge , hard feelings ads rendering, rich connotation of the brand , and advertising appeals with activity , increase impact and suspense , to avoid advertising, event asunder ills.
Sale terminals is the most important market operations , due to the ceiling limit corporate advertising , sales and maintenance of terminal work to explore the role of sales is even more important. Poster terminals , display, product display , salesperson and promotions, terminal manufacturers , consumers buy all kinds of information would have a greater impact . Thus , on the one hand , made -to-end furnishings show clear and specific norms . While strengthening communication with the terminal sales staff , create a file , to understand the attitude of the company and its products , and strengthen their understanding of the company's products , combined with feelings of penetration, so that the positive terminal of the information passed on to consumers ; on the other hand , the company locally recruited staff in the terminal stringent requirements , in addition to regular visits, to complete the work shop , completing the census form the terminal , work logs, terminal propaganda sheet , terminal sales tables, set up inspectors to check the quality of their work and time to implement , guide and implementation checklist inspectors through the terminal daily report . In addition , requiring weekly , monthly analysis of terminal cases, completing market dynamics week and monthly reports .
Market research is one of the guarantees business success and even survival. Obviously this ceiling enterprises do not have enough knowledge , but market research is absolutely indispensable step required before entering a new market , we must investigate the market economy environment , people's awareness and understanding of innovative products, such as ceiling .
The survey also includes dealer surveys, surveys of competing brands , media surveys, investigations and related regulatory investigations terminal of each of the elements decompose refinement, through the implementation of the survey report . Profit before market survey , the course of the market investigation also an important work, including surveys of market dynamics and effectiveness of marketing programs phased investigation, analysis , evaluation , and strive to accurately grasp the market , the product and its development operations.
The key lies in effective marketing solutions to local conditions , and effectively implemented. A lot of good marketing plan can not reach the desired effect , because the foundation has not done a solid job market , disfigured program during execution . If companies implement, will market a solid work place , a common program that can produce good results.
