Marketing: five asymmetries test the balance of enterprises

Core tip: industrial products account for the majority of domestic GDP, but the advantage of data has not attracted the attention of most people, it seems to be forgotten Industrial products, dressed in cold technology, are far away from daily life Unlike fast-moving products, which are lively and approachable, industrial products are always buried in large factories, remote large projects and mysterious national defense facilities It seems that the suppliers of industrial products have also adhered to the characteristics of industrial products, acted in a low-key way, satisfied with the popularity of the industry, and disdained to pursue the so-called flashy marketing means and communication measures Senior managers of industrial products enterprises 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 Paint House News: industrial products account for the majority of domestic GDP, but the advantage of data has not attracted most people's attention, it seems to be forgotten Industrial products, dressed in cold technology, are far away from daily life Unlike fast-moving products, which are lively and approachable, industrial products are always buried in large factories, remote large projects and mysterious national defense facilities It seems that the suppliers of industrial products have also adhered to the characteristics of industrial products, acted in a low-key way, satisfied with the popularity of the industry, and disdained to pursue the so-called flashy marketing means and communication measures Most of the senior managers of industrial products enterprises have received good education, have technical expertise, and are willing to study technology, and win today's status for enterprises and themselves through technological breakthroughs Believing in the power of science is their strength and their weakness Because too much emphasis on technology and production will ignore the comprehensive interests of customers and the integration of the value chain in the industry If senior engineers with strong technical complex command the enterprise, only when they produce products in short supply can they have a chance to get what they deserve This is the bigotry of the wise, and this is the narrow mindedness of the wise The management's introversion is only the internal disadvantage of the industrial product marketing communication In the real marketing environment, there are many uncertain factors, which make the weak industrial product marketing become more erratic It's true that the road of Xiongguan is like iron Now, the marketers of industrial products should not only get rid of the strong interference of the theory and practice of consumer goods marketing, but also explore a solution that is relative to the overall strength of domestic industrial products However, to achieve the effect of symmetry, we must start from the current asymmetry 1 The asymmetric marketing of industrial products with theoretical development and practical demand covers industrial enterprises, governments and organizations, whose value is far greater than the popular marketing of consumer goods However, the theory and practice of industrial product marketing are seriously behind the needs of the industry In theory, industrial product marketing is basically a set of FMCG However, they are quite different in the purchase decision-making process, purchase risk, purchase benefit and brand depth The marketing and communication work that has not been implemented to the level of industrial competition is just the flower boxing and embroidered leg that is beautified on the surface After a lot of bustle, it has been neglected again In practice, the giants of industrial products enterprises, many of which are state-owned super large enterprises, rely on the inherent policy inclination and resource monopoly, laugh at the flowers and flowers out of court, rainstorm and gale in the greenhouse, and win the competition by means of non competition Therefore, the management of industrial products is more willing to run up the relationship, down the customer, horizontal merger, vertical big and comprehensive all-around martial arts Customer orientation and value marketing have not been the key words of business management 2 The scope of industry and region is asymmetric An industrial product enterprise, no matter its scale, as long as it is not a fully directional processing enterprise, has to face the problem of being a national market Industrial products enterprises usually divide the industry users, but the industry users are often highly dispersed, which has become the spark of the whole country The media for industrial products, such as industry magazines and industry websites, are more concerned by people in the industry and less favored by buyers If the product has high technology exclusivity and complex after-sale service, industrial products enterprises can only adopt direct selling Because the country is too large, only one person can be used to take charge of customers in several provinces It seems that there are people in charge of every area, but in fact, they can only rely on a dragonfly to skim the water After sorting out the list of potential customers in each region, the sales manager makes a phone call first, then keeps in touch with the customers who show their intention, and finally visits the door This kind of superficial direct selling method, it is difficult to contact the real intention customers Spread the net widely, know little about customers, know less about competitors' actions The ambition to be a national market soon became disoriented 3 Technology and marketing power of asymmetric industrial enterprises, especially technological innovation enterprises, most of them pay more attention to technology than to the market They believe that: technical ability can make the technology content of products higher, can also make enterprises have more words than competitors, and can also be an important support for product pricing Technology is indeed an important part of the product value chain, but not all If technicians are the only leading actors, enterprises will become research institutes Efficient procurement, timely production, on-time supply and installation, and high-level after-sales service are the elements that customers attach equal importance to At the same time, don't forget that many decision makers of customers are not front-line technicians, and their decisions rely on the balance of comprehensive factors Procurement cost, procurement risk, after-sales level, value creation and strategic cooperation are all indispensable key factors From the price orientation of transaction purchase, to the value orientation of supply chain cooperation, and then to the strategic orientation of industrial competition value chain, they not only pay attention to the quality of eggs, but also care more about the status of old hens Suppliers with weak marketing power can only be included in the price-oriented transactional purchase list, and the value of technology can only become a distant legend 4 There are usually three kinds of products: raw materials, semi-finished products and finished products With the increase of product complexity, the degree of customization of products is also increased Customized marketing is quite different from FMCG standardized marketing The main differences are external marketing communication mode and internal procurement and production management mode In order to achieve higher profits, the products will inevitably involve customization Small batch and multi specification are the key to customized marketing The key to the success of customized marketing is the high-precision internal management process, the forging of comprehensive operation ability, and meeting the specific needs of specific users Standardized marketing, on the other hand, tries to dress up the same products as if they were different and sell them to those who believe in them This also belongs to the high level of standardized marketing If the low level of standardized marketing, it is easy to resort to the price, so that everything becomes cabbage - more can be sold at a low price Customization and standardization are the two ends of the balance beam Most enterprises have been seeking balance to make the key parts of customized products universal and quasi standardized, and to explore the value of service customization and characteristics exclusive from the standardized products In fact, this is the charm of marketing, seeking a common way in the contradiction and blending of individuality and commonness Obviously, many industrial products enterprises have not found this balance point 5 The asymmetry between company strength and brand power We have recently made a statistic that at least 80% of the top 500 companies in China belong to typical industrial products enterprises, but except XCMG, Sany Heavy Industry and Tengzhong, most of them only make a website with a public face, a VI system with unlimited ideals, a self talking enterprise feature film, a large but useless enterprise album, and several industries full of technical terms Product handbook Is it for standardized image engineering or customized brand communication? It seems that this question can be answered directly without thinking The pursuit of hard power is a common problem of most industrial enterprises It covers an area, workshop, laboratory, amount of doctors, machinery and equipment, which is intuitive and friendly They worship hard power and believe that the mountain is not self-sufficient and the sea is not self-sufficient But the brand, is only the illusion of strength, is does not need to specially ask, otherwise will end up in a monkey fishing for the moon In addition to the technical complex, decades of planned economy is also the culprit Do not worry about sales, there will be no external market competition pressure, the rest as long as the management of their own business Unfortunately, the times have changed, but consciousness has not yet matched They have changed from ignoring the market to superstitious relationship They believe that relationship is the most direct sales and the most reliable and investment worthy marketing means What's the position of the brand? It's just an episode that occasionally flashed in my mind when the sales volume was not worried and the mood was happy, or the envy when I saw the competitors making a lot of brand money However, the reality is greater than the ideal, or consider the current sales Brand can only be reduced to a dispensable decoration As I have been devoted to the practice and theoretical exploration of industrial product marketing for many years, I have deeply realized how many puzzles and difficulties these five "asymmetries" bring to industrial product enterprises Domestic industrial products enterprises must break through these five asymmetric bottlenecks in the field of practical marketing and communication of industrial products, so as to embark on the fast lane of sound development Looking at the application of event marketing in the paint industry from the perspective of "drinking paint" to explore the truth of the brand in the paint industry similar information coating e-commerce: a "trap routine" of careful promotion coating marketing: brand does not equal to reputation coating enterprises need quality to win cancellation fees coating marketing: correct use of telephone marketing, coating sales can still "break" Dealer research: how to distinguish the lies and truths of dealers? 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