Marketing: analysis of three levels of marketing concept of coating enterprises

Core tip: due to the misunderstanding of marketing, many coating enterprises lack real marketing functions Repeated construction, vicious competition, price war and advertising war have become the "main melody" of China's coating market Everyone "strives hard" at the level of marketing Even those national famous brands basically have no brand premium ability, so they have to win customers at low prices Win the competition To sell products, sales is an indispensable link, but the sales personnel determine the operation of an enterprise Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Home of coatings: Due to the misunderstanding of marketing, many coating enterprises lack real marketing functions Repeated construction, vicious competition, price war and advertising war have become the "main melody" of China's coating market Everyone "strives hard" at the level of marketing Even those national famous brands have no ability of brand premium, so they have to rely on low price to win customers and competition Contention To sell products, sales is an indispensable link, but sales personnel determine the management level of an enterprise, because there are three levels of marketing: sell products, sell services, sell ideas As long as the products are handed over to the sales staff, with the corresponding indicators (pressure) and reasonable incentive mechanism, they will find a way to sell the products - this is the current sales model adopted by most domestic companies, which is a typical "selling products" Because most of the coating products are homogeneous, the user has a large choice, which will eventually lead to the buyer who is cheap, who will say who will buy, or who has a good relationship with whom to buy Therefore, it is very difficult for enterprises to get the preference of customers, let alone their loyalty In order to improve the level of marketing, it is necessary to enter the next level - selling service, and realize the brand premium through selling service, so as to establish a good brand image in the eyes of the target consumers Although the core products are the same, the service can make up for the deficiency of the core products Typical services include design guidance, color matching, color matching, painting guidance, paint disease diagnosis, maintenance services, etc But this set of guarantee system is not achieved by the strength of the sales staff, but by the system, by the system, so as to maximize the effectiveness of the core products We know that any enterprise's products can not completely surpass its competitors, only have their own strengths As a marketing personnel, it is the most important thing to design and surpass in a certain aspect (the most valuable aspect of consumers) according to the needs of the target customers Once the customers agree with this concept, they also agree with the products of the enterprise In this case, what the salesperson sells is a kind of thought, which is the unified "selling point" summarized by the marketing personnel If an enterprise wants to rise to the realm of selling thought, the first thing to bear the brunt is to make clear which part of the people it serves With the increasingly fierce competition in the paint market, any enterprise with the purpose of profit must establish the concept of "only serving some people" Through the tool of market segmentation, we can select a small number of people from a large number of customer groups These people agree with the advantages of the enterprise and don't care (at least tolerate) the disadvantages of the enterprise They are called our target customer group, that is, the part we want to serve, and provide them with differentiated and complete products Any product is composed of three layers, the core product is the most important, the peripheral product is the second layer, and the extension product is the third layer Only by understanding the three layers of the complete product, can the problem of product homogeneity be solved First of all, we need to analyze the composition of the complete product of the enterprise, that is, we need to put out the order from many elements, what customers care about first, what they care about next, and how important each element is With the complete product composition, coating enterprises can strengthen their own characteristics and advantages according to the "special requirements" of the part of people they want to serve, and make characteristics in a certain aspect Enterprises should organize limited internal resources to break through and focus on a certain point for a long time, so as to make a certain feature different from others All the people who join the company agree with this point All product design and improvement are around this point, so as to continuously strengthen the brand personality Before entering the stage of R & D, the coating enterprises need to make clear the value demands of a new product, that is, the reasons why consumers have to buy it These value demands are the basis of the future selling idea, which is called the definition of new product The definition of new product is a very important work before the product enters the stage of research and development It belongs to the "prescribed action" of marketing Through such a set of actions, enterprises can convince themselves why the new product they are going to develop must sell well and make money, because the product idea has been designed If the enterprise designs the value demands into the products according to the requirements of the new product definition, the products will have connotation Of course, a lot of market research work is needed to define this new product Through these work, we can understand the deep-seated needs of consumers (especially the potential needs and future needs), find the source of product innovation of the enterprise, master the consumer's consumer mind, consumption mode and consumption process, and compare these findings with the characteristics of the enterprise Based on these work, we can understand the deep-seated needs of consumers (especially the potential needs and future needs), find out the source of product innovation of the enterprise, master the consumer's consumer's consumer mind, consumption mode and Based on the support of data, select the most valuable appeal points for consumers At this time, with the modern means of communication, the products will be more powerful Key words: paint marketing mingrun professional furniture paint: external development and internal refining, leveraging the market, brother Han Gao, taking the urbanization ride, rapid development of similar information How to do a good job in marketing Jade paint enterprises, content is king? • the younger consumption of jade paint market is an inevitable trend Jade paint marketing: wechat marketing of jade paint enterprises is the most important one for consumers How do dealers think of this year's "double 11"? • the blue ocean campaign of coating e-commerce or the "opening" of coating agents should review why the products can't be sold out What are the new ways to play in the "double 11" home e-commerce decisive battle? • is the 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