Marketing: Five Principles for cross-border marketing of coating enterprises

Core tip: in the case of "white hot" competition in the paint market, many paint enterprises try to reverse the competition situation through cross-border marketing As a new marketing mode, cross-border marketing can effectively integrate the corresponding resources of the participants to achieve win-win results However, paint enterprises should be careful when choosing cross-border marketing, but cross-border marketing is not a simple alliance Paint enterprises When choosing cross-border marketing, we need to grasp five principles First, the principle of matching resources 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 Home of coatings: In the case of "white hot" competition in the paint market, many paint enterprises try to reverse the competition situation through cross-border marketing As a new marketing mode, cross-border marketing can effectively integrate the corresponding resources of participants to achieve multi win-win results However, paint enterprises need to be careful when choosing cross-border marketing, but cross-border marketing is not a simple alliance Paint enterprises are choosing cross-border marketing Five principles should be followed in marketing First, the principle of resource matching the so-called resource matching refers to that when two enterprises with different brands are conducting cross-border marketing, they should have some commonness and equivalence in brand, strength, marketing thinking and ability, enterprise strategy, consumer groups, market position and so on Only with this commonness and equivalence can cross-border marketing play a synergistic effect Second, the principle of brand effect superposition brand effect superposition means that the two brands complement each other in advantages and disadvantages, transfer their established market popularity and brand connotation to each other's brands or accumulate their communication effects, so as to enrich the connotation of paint brands and enhance the overall influence of paint brands For each brand, it interprets a kind of culture or a kind of way and idea, which is an integral part of the personality of the target consumer group However, this kind of feature is single At the same time, due to the interference of competitive brand and external factors, the interpretation effect of brand on Culture or way and idea will be weakened Such problems can be avoided through cross-border marketing They can complement each other well Third, the principle of consumer group consistency: each paint brand has a certain consumer group, and each paint brand is accurately positioning the characteristics of the target consumer group As a brand or cooperative enterprise of span marketing, due to the different industries, brands and products, if span marketing is to be implemented, it requires that both enterprises or brands must have Consistent or repeated consumer groups, of course, the consistency of these consumer groups can also be reflected in the same consumption characteristics, consumption concepts and so on Fourth, the purpose of cross-border marketing is to enrich the connotation of their products or brands through cooperation, so as to realize the promotion of both sides in brand or product sales and achieve a win-win result That is to say, the enterprises or brands participating in cross-border marketing should be symbiotic relationship of mutual benefit and mutual growth, rather than the competitive relationship of the ebb and flow Therefore, it is necessary to cooperate with coating enterprises Enterprises that cooperate in the industry do not have competitiveness in the brand, only with non competitiveness can different enterprises have the possibility of cooperation, otherwise span marketing will become an industry alliance Fifthly, the principle of non product functional complementarity the principle of non product functional complementarity refers to the cross-border enterprises that cooperate with each other in terms of product attributes Cooperation is not to supplement each other's products in terms of functions, such as cameras, film, copiers and consumables, but the products themselves can exist independently and take what they need, which is based on a common and common feature Characteristics, such as complementary products based on the product itself, such as channels, brand connotation, product popularity or consumer groups In a word, coating enterprises should see cross-border marketing as a marketing method, the essence of which lies in "innovation" The purpose is to solve the problems existing in the new marketing environment through innovation, to achieve win-win results for both sides of cooperation As an idea that enterprises need to grasp the principle of implementation, subvert traditional thinking, boldly learn from and graft other products and industries in the actual application process , models, resources and methods, for our use, and to achieve win-win! 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