Marketing: accelerate the overall management reform of coating enterprises

Core tip: the transformation and upgrading of coating enterprises involves the transformation of concepts, modes and paths, which is a strategic, overall and systematic transformation process, including not only the upgrading and upgrading of R & D technology, coating process and equipment, but also the continuous improvement of enterprise management, brand building, service level and product connotation As a coating enterprise, while optimizing and upgrading itself, strengthening and expanding its products, it also needs to speed up the service-oriented manufacturing industry, constantly give new connotation to products, and make full use of technology, standards, services, brands and patents to enhance the added value of products This can optimize the coating system with relatively limited upgrade space Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: the transformation and upgrading of paint enterprises involves the transformation of concept, mode and path, which is a strategic, overall and systematic transformation process, including not only the upgrading and upgrading of R & D technology, painting process and equipment, but also the continuous improvement of enterprise management, brand building, service level and product connotation As a coating enterprise, while optimizing and upgrading itself, strengthening and expanding its products, it also needs to speed up the service-oriented manufacturing industry, constantly give new connotation to products, and make full use of technology, standards, services, brands and patents to enhance the added value of products For the coating manufacturing industry itself, which has relatively limited space for optimization and upgrading, the development space is broader At present, the focus of most coating manufacturing enterprises in China is extending to both ends of the "smile curve", seizing the high-end of the value chain, striving to win the "Pearl" on the "crown" of the coating manufacturing industry, opening up infinite space for optimization and transformation Service oriented manufacturing industry: "bone to flesh" to strengthen the industry "physique" [case scan] Starting from paint manufacturing and extending to manufacturing services, China Resources paint, which is not satisfied with the current situation, has made strategic market positioning or breakthrough by virtue of its comprehensive advantages and resources, launched a brand-new paint service mode - "airless spraying service" marketing mode at that time, thus establishing the "service" in the paint industry The leading brand position of "win by win" At the tactical level, China Resources paint realizes the perfect combination of manufacturing industry and service industry characterized by "service + specialty store + product" through "service marketing → pursuit of decoration effect → differentiated word-of-mouth marketing → brand and sales promotion", and gradually establishes the unique advantages of China Resources paint which is different from other brands China Resources paint has become the service of China's paint manufacturing industry A classic of In the eyes of insiders, this is not only an industrial upgrading, but also a revolution [background overview] "one of the major development trends of the world economy is the rapid rise of the service economy, and the core of the rise is the service-oriented manufacturing industry." This is the unanimous judgment of economic experts The survey shows that at present, the service awareness of domestic small and medium-sized coating enterprises is generally poor, which often can not meet the needs of customers The most obvious performance is that the manufacturer's promise can't be fulfilled Once there is a problem, the reputation of the brand in customers and dealers will plummet And enterprises like China Resources paint set up "master Hua" Painting Co., Ltd to separate the painting and provide consumers with professional all-round painting services The development of this sales and service mode of Cr coatings has greatly improved the "gold content" of advanced manufacturing industry It is understood that since 2003, China Resources has promoted the spraying service activity of "good paint, good home spraying" nationwide Up to now, the promotion of spraying service activities has achieved remarkable results According to some data, the sales volume of Cr architectural coatings increased 23 times from less than 20 million in 2003 to 460 million at the end of 2006, accounting for more than 80% in the field of spraying; in 2006, the sales volume of Cr latex paint has reached the third place in China, taking the lead in Shenyang, Kunming, Wuhan and other places, accounting for 51% in Shenyang [comment on transformation] some experts predict that a development model integrating high-end manufacturing industry and modern service industry will achieve a more amazing "development level" In the future, the paint manufacturing industry needs to transform to service-oriented manufacturing, especially under the condition that the product profit space is increasingly squeezed, the added value should be extended to R & D, service, brand, marketing, management and other links, seize the two ends of the "smile curve", and drive the optimization and improvement of the manufacturing industry "Good meat grows by the bone!" develop the manufacturing service industry, let the modern service industry and manufacturing industry "connect the bone and the flesh", start production from "service", so that the "physique" of the coating industry will become more and more robust Brand + Standard + patent: enterprise changes from "follower" to "leader" [case scan] As the largest ecological coating industrial park in China and the largest coating enterprise in Asia with the largest production capacity of a single factory, sanjeshu coating is the only one in the coating industry that has won three national honors and the highest quality award in the coating industry, namely "China famous brand", "China famous brand" and "national inspection free product" by vigorously implementing the brand, standard and patent strategy The brand value of three trees has also soared from 1.302 billion yuan in 2007 to 5.578 billion yuan in 2012, ranking the top 500 most valuable brands in China for the sixth time in a row; At the same time, with the growth rate of 2039.23 times in 7 years, the company has achieved leapfrog development at an average rate of surpassing 7 competitive brands every day In the industry, it is honored as "God seven speed" for the successful operation of God seven carrying event marketing by three trees Sanjeshu paint was founded in 2002, and has won 353 honors and awards In terms of science and technology, sanjeshu has always attached great importance to environmental friendliness and energy conservation The R & D and manufacturing of low-carbon products have established long-term cooperative relations with Bayer, BASF, DuPont and other chemical enterprises At present, there are three R & D platforms, namely "postdoctoral research workstation, academician expert workstation, national recognized enterprise technology center", a CNAs national recognized laboratory, space paint R & D base and a full set of imported scientific research, experimental and testing equipment, as well as CAS, Xiamen, etc Technical cooperation has been carried out among universities, Fuzhou University, foreign chemical experts, etc., and the level of technological research and development has always been at the forefront of the industry [background overview] in the fierce market competition, sankeshu is committed to seizing the market leading position with brands, promoting innovation and upgrading with standards, and breaking through technical barriers with patents, so that the manufacturing industry has embarked on a path of innovation and development The implementation of the brand, standard and patent strategy promotes the transformation and upgrading of the manufacturing industry, and the three trees continue to realize the role transformation from "follower" to "leader" By cultivating its own brand to enhance the soft power of the enterprise, and taking "China famous brand", "China famous brand", "national inspection free product" as the guide, sanjeshu has initially built a three-level brand system consisting of "famous brand, famous brand and inspection free" Standards are an important engine for the leap from "paint manufacturing" to "paint creation" Sankeshu actively participates in the drafting and formulation of domestic industry standards, constantly seizes the commanding point of the industry and wins new advantages in market competition By the end of 2011, three trees had participated in the drafting and formulation of 14 national and industrial standards, including 7 core standards It has a number of first-class secret formulas, more than 30 patent applications, and has undertaken a number of major national and provincial technological projects [comment on transformation] those who get brand, standard and patent will get market Nowadays, with the increasing competition of product homogeneity, the most effective weapon for products to stand out is brand, standard and patent Who takes the lead in brand, standard and patent, whose core competitiveness is strong, will make "coating manufacturing" more meaningful At present, sanjeshu paint must continue to adhere to science and technology-based, adhere to the brand, standard and patent strategy, increase investment in scientific research and development, talent introduction, technical standard innovation and other aspects, establish a strong brand awareness, and constantly promote the transformation from "paint manufacturing" to "paint creation" Coating enterprises should grasp the opportunity of rural coating market, the impact of e-commerce on traditional sales of fire retardant coatings, the same kind of information, the model that coating enterprises can learn from -- Sam's club model, the perfection of coating after-sales service, and the deep feelings of consumers or one "buy" • how small and medium-sized coating enterprises can make use of Spring Festival holiday consumption, o2o or coating e-commerce, another pit Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,