China's architectural coatings industry user research and analysis

First, the product target customer group survey
built coatings
target customer group survey includes: construction
coatings
and building decoration and protection and other fields. In each of these industries, 200 sample sizes are taken to conduct a survey of the consumption of the architectural coatings industry.
, different customer product consumption characteristics
building coatings downstream customer resources more. This is different for customers, consumption characteristics are also different. The price difference of architectural coatings itself is also large, different performance and purity, prices are also different. Therefore, according to the customer's consumption characteristics of production will be of great help to enterprises.
the role of architectural coatings for decoration and protection, to protect the surface of the coating, to prevent the erosion of light, oxygen, chemicals, solvents from the outside world, improve the life of the coating; Architectural coatings coating material surface, change its color, pattern, gloss, texture, etc. , improve the aesthetic value of objects, the market demand for architectural coatings is growing rapidly.
the construction paint industry belongs to China's technology and other industries, some high-quality products mainly rely on imports. At present, large customers in order to obtain sufficient supply price tolerance is high, small customer consumption is difficult to ensure the full use of high-quality imported products.
3. Sub-product customer satisfaction survey
combined with architectural paint characteristics and customer use, according to the nature and role, the satisfaction survey is broken down into the following (the numbers in parentheses are the weight value of each item)
1. Product quality (50): a. quality (30) b. packaging (10) c. use (10)
2. Purchase and sale process (20): a. reception (8) b. Procedures (8) c. Prices and payments (10)
Related services (30): a. Transport (8) b. Problem management (12) c. Technical support and services (10)
Prices and payments are one of the focus of supply and marketing, as different product price positioning and quality differences, resulting in price differences, coupled with different people's feelings and reaction to market fluctuations and the speed of response, it is also possible to increase price differences. This is normal, but the customer may object to it. As a result, they also included prices and payments as part of their survey, but set a lower score.
based on the above, the survey form is subdivided and surveyed in the form of a questionnaire as part of the satisfaction survey and measurement.
Because of the annual visits and exchanges with customers, when customers do not fill out the form when the psychological burden, through communication can more accurately understand the customer's views and requirements on products and services, the conversation content records and analysis, you can get a more real customer feelings.
according to the contents of the questionnaire, each item is divided into satisfied (100-90); Satisfied (90-70); More satisfied (70-60); Less satisfied (60-40); Unsatisfactory (40-20) five levels, re-estimating the satisfaction score. Items not reflected in the communication, estimated as satisfactory.
, through the above way they come to the customer's satisfaction with the quality of the building coatings industry is 82; Satisfaction with the second sales process, payment method, etc. was 68 points; Satisfaction with the third transportation service, technical support, etc. was 72 points. From this, it can be seen that the architectural coatings industry customer satisfaction is relatively good, but in part the problem is that it can continue to improve.
years, whether manufacturers can establish a sound channel sales system, will be to a large extent the architectural coatings industry brand share in the market. At present, more foreign brands have not established a clear channel structure system in Chinese mainland, the way of entrusting the general agent is the main channel strategy,
the biggest advantage of the local architectural coatings industry in the competition with foreign-funded architectural coatings industry is not low prices, but in perfect sales channels, and based on a comprehensive after-sales service system.Chart: Building Coatings Industry Customer Satisfaction Survey (Source: Related Research Data)
While channels are assuming more and more management functions and service responsibilities, effective control of channels should no longer be limited to simple process and planning management, but also require a higher level of means and methods. On the basis of establishing a perfect product agent channel system, hold a variety of types of marketing activities and agents to carry out professional communication, while using the agent strategy with incentive effect, so that the channel can be effectively integrated into the enterprise, form a strategic symblotic relationship, to achieve a real win-win situation.