Marketing: four secrets of cultural marketing for coating enterprises

Core tip: with the rapid development of Chinese coatings industry for decades, many coating enterprises have developed to the stage of brand culture, and the demand for brand culture has become the driving force for development, especially for some enterprises Culture has become the breakthrough of differentiated marketing Through cultural marketing, the sales volume of products has been improved, and the better development of enterprises has been realized But cultural marketing is also a double-edged sword If it is well used and publicized, it can rapidly increase brand value; if the cultural appeal is not accurate, there is no differentiation, or the use method and timing are wrong, it is a kind of injury to the brand So do Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Home of coatings news: with the rapid development of coatings in China for decades, many coating enterprises have developed to the stage of brand culture, and the demand for brand culture has become the driving force for development, especially some enterprises Culture has become a breakthrough in differentiated marketing, through cultural marketing, product sales have been improved, and the better development of enterprises has been achieved But cultural marketing is also a double-edged sword If it is well used and publicized, it can rapidly increase brand value; if the cultural appeal is not accurate, there is no differentiation, or the use method and timing are wrong, it is a kind of injury to the brand Therefore, it is very important to do a good job in cultural marketing planning, so how can coating enterprises do a good job in cultural marketing? We can start from the following aspects: 1 Enhance the brand culture as a philosophical height to form a charisma In fact, brand competition is the competition of brand culture, and the core of brand culture is philosophy At present, the competition of brand culture we see is still superficial, its essence is the competition of brand philosophy among competing enterprises Only when brand culture is promoted to brand philosophy, it will have appeal, otherwise, it will be difficult to move the target consumers For example, the "fate" culture of the "Modern Fate" wedding wine brand is a good case It takes "carrying Tao by reason and establishing reputation by reason" as its corporate philosophy It believes that "being proficient in technology, taking Tao as the foundation, keeping Tao and using technology to control affairs" It can be seen that it promotes the culture of "fate" to the height and realm of "Tao and technology" philosophy At the same time, it deeply refines and analyzes "Yuan" culture: yuan, born in cultivation, standing in virtue and reaching in harmony, carries the acquaintance, knowledge, companionship and mutual respect between people, and places people's infinite yearning and expectation for the beautiful It can be seen that the "edge" culture of the "modern edge" brand is very inspiring Who doesn't want to know each other for a lifetime? As people have said, "thousands of years of practice come to sleep together." isn't this "practice come to" fate "? It is easy to win the mental recognition of the target consumers The brand of "modern fortune" combines the brand segmentation positioning of wedding wine, uses "fortune" culture as the main appeal of the brand, continuously deduces "fortune" culture, and moves the target consumers purposefully through long-term cultural marketing activities In a short time, it quickly becomes the first brand of Chinese wedding wine, reflecting the infinite charm of cultural marketing, which is worth our study and study 。 2 Refine the brand cultural personality and highlight the cultural power We know that brand personality is the characteristic of brand personality, and the building of brand personality starts from cultural differentiation We constantly give the brand many cultural personalities, such as "emotion, value, personality characteristics", so that the brand can show its personality and cultural power For example, Marlboro cigarette has a full personality of brand culture, and its personality image of American Western Cowboy is unforgettable up to now It integrates the American cowboy culture and brand culture With the help of the strong national strength and cultural influence of the United States, through brand output and personalized cultural marketing, it constantly appeals to "Marlboro's world, men's world", which is popular all over the world Marlboro's brand personality is full of domineering and power, which is in the same line with the brand attributes of cigarettes and has been shared by many smokers Sing and love Therefore, when we plan cultural marketing, we must refine the brand cultural personality After refining the personality, we answer the following questions: first, is there any difference in corporate culture? Second, what is the most prominent brand personality? Third, can it win the resonance of target consumers? If the brand does not meet the above three problems, the brand will not have personality, and it will be difficult to impress the target consumers On the contrary, if the brand meets the above requirements, it is easy to form cultural force Combined with corporate cultural personality and industry attributes, planning targeted cultural marketing activities will double the result with half the effort We can easily turn cultural force into sales force by vigorously promoting and promoting brand personality 3 Use network culture communication platform to spread influence Cultural marketing is to move the target consumers from the spiritual level It is different from other marketing methods The purpose of cultural marketing communication is to make good use of the cultural carrier that the target consumers like and actively and effectively interact and communicate For example, a few years ago, Baisha cigarette's cultural core appeal was "flying" It carefully planned cultural marketing activities through such public events as "wearing Tianmen", "Celebrating the Olympic bid", "anti SARS", "praising Shenwu" and "helping Liu Xiang" to inject relevant elements with spiritual connotation such as "transcendence, innovation and success" into Baisha brand, thus shaping Baisha brand The unique "flying" culture, vigorously publicized by TV and Internet media, enables Baisha Group to develop from a regional brand to a national brand It can be seen that culture is its most direct communication force, which realizes the cultural difference management As the Internet is more and more widely used, the information dissemination speed is very fast For example, the suicide of four brothers and sisters in Guizhou who drank pesticides happened a few days ago spread all over the country on the same day Therefore, we should make good use of the fast features of the Internet, such as wechat, SMS, QQ, blog, QR code and other tools We should actively communicate with consumers and constantly disseminate the brand culture personality, so that more target consumers can participate in the interaction, awesome praise, and cooperate with the promotion awards such as "red envelopes" and "winning the big prize", so that more people can "give power" to win more consumer cultural identity, expand the brand influence, and drive product sales 4 Seize the development opportunity of globalization and improve the brand power With the development of economic globalization, brand internationalization is an inevitable trend The question is: how to build an international brand? Where to cut in? It has become a problem for many enterprises In fact, it may be a good way to take the international road through cultural marketing, constantly appeal for brand culture, enhance brand power and make it an international brand For example, two months ago, just changed into gold, "gadobo", announced its international strategy It has attracted the attention of global consumers through marketing activities such as "scanning QR code, robbing red envelopes", participating in Milan World Expo, sponsoring sports, etc it takes culture as the main complaint, vigorously promotes Chinese herbal tea culture, and improves the brand influence of "jiaduobao" Although the brand building time of "jiaduobao" is not long and the brand culture is short of genes, its spirit of "innovation, challenge, pioneering and enterprising" with international vision is really worthy of our admiration and applause Throughout the Chinese paint brand, many brand appeals have no personality, submerged in the market wave, let alone enhance the brand power Therefore, in order to become an international brand, China's paint brand still needs to work hard in brand culture From the beginning of refining cultural differences, it is necessary to give more personality to the brand, and take the brand philosophy as the inspiration to appeal to the real universal value of human heart, so as to obtain the global consumer's mental identity I think this is the highest level of cultural marketing Generally speaking, it is not easy to do a good job in cultural marketing Not all enterprises are suitable for cultural marketing We must combine the actual situation of enterprises and the stage of brand development to be practical and realistic In the era of "individuation and globalization", brand competition has gradually risen from the material level to the spiritual level Cultural marketing has become an important means of global brand competition, which will make more enterprises and brands go higher and further! 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