Marketing: looking forward to the future of the enterprise: moderate marketing management first, competitive assistance

Core tip: relevant data shows that the impact of real estate regulation and control policies has led to the decline of domestic paint market scale and intensified competition The changes of global economic environment and the emergence of trade barriers in major export markets have forced export-oriented paint enterprises to turn their eyes to the domestic market, which to some extent makes the competition in China's paint market more fierce In addition, inflation A series of disadvantageous factors, such as the crisis of raw materials and the soaring of human cost, make the paint Market worse and further aggravate the predicament of China's paint industry "Tao" and "Shu & Rd" 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 coating Home news: relevant data shows that the impact of real estate regulation and control policies has led to the decline of domestic paint market scale and intensified competition The change of global economic environment and the emergence of trade barriers in major export markets have forced export-oriented paint enterprises to turn their attention to the domestic market, which to some extent has made the competition in China's paint market more fierce In addition, inflation A series of disadvantageous factors, such as the crisis of raw materials and the soaring of human cost, make the paint Market worse and further aggravate the predicament of China's paint industry The balance between "Tao" and "Shu" in the coming of change Although most coating enterprises are still confident in the long-term prospects of the industry, the current industry crisis is the real dilemma for each coating enterprise In order to make the enterprise survive and develop better in such a big environment, many coating enterprises have adjusted their development strategies according to their own conditions, and the competition situation of the coating industry has changed accordingly Coating enterprises are no longer limited to the original level of competition such as market share and marketing channels The competition among enterprises has gradually extended to the deeper level of brand, management, technology and even service Management upgrading, brand building and technological innovation have become the hot words of the industry A series of changes are quietly emerging, and a deep industry reform has already taken place By coming In fact, many of the problems faced by Tu enterprises in marketing are not brought about by marketing itself, but are related to deeper factors such as organization, process and motivation If marketing is technology, management is Tao Too much emphasis on "technique" and neglect "Tao" As a tree without roots, Tu enterprises can't survive for a long time Only when "Tao" and "technique" are emphasized, can Tu enterprises in China gain the power of sustainable development Parallel teacher, a famous marketing expert, believes that healthy marketing must be based on the strength of products and be consistent with its own brand carrying capacity, otherwise, no matter how dazzling the marketing innovation, it will be accompanied by hidden worries and flash in the pan With the aggravation of market competition, the coating industry will face fierce competition in the next five years The coating enterprises that can survive will be the coating enterprises with strong management and marketing capabilities Under the background of production and demand times, paint enterprises should establish a breakthrough in brand management, and innovation coordination is the "road" for paint enterprises Blind excessive "marketing" buries hidden dangers in the future Although excessive marketing can achieve short-term "great success" in a specific time and performance mode, this is one of the reasons why it is often sought after However, in the long run, there are huge hidden dangers Among them, price profit maximization is a major performance of over marketing Price is the measure for consumers to judge the value of products Too expensive price will embezzle the interests of consumers Too low price can not guarantee the reasonable profits of Tu enterprises, which leads to Tu enterprises can not serve consumers for a long time Like Leonardo da Vinci furniture, through "hype" and "packaging", the low-quality products produced and processed in China are transformed into original imported luxury goods in Italy by means of export to domestic sales, and the industry price and profit myths are created by means of price leverage However, it also paid a heavy price for its over marketing Here's a story: a traveler goes to the temple to pay a visit to the Zen master who practices here, hoping that the Zen master can solve the doubts in his heart "Zen master, what is the human desire?" the monk looked at the walker and said, "go back first Come back at noon tomorrow Remember not to eat or drink water." Although the practitioner did not understand the intention of the Zen master, he did so The next day, he came to the Zen master again "Are you hungry and thirsty?" the Zen master asked "Yes, I can eat a cow and drink a pool of water now." The traveler replied, licking his dry lips The Zen master smiled and said, "now you can follow me." They walked a long way to a fruit forest "Now you can go to the fruit forest and pick the delicious and attractive fruits, but you have to take them back to the temple to enjoy them," the Zen master said Say and turn away At sunset, with a bag full of fruits on his shoulders, the traveler staggered and sweated to the Zen master "Now you can enjoy the delicious food." Said the Zen master The traveler couldn't wait to reach for two big apples and chew them In an instant, two apples were devoured by him The traveler stroked his bulging stomach and looked at the Zen master doubtfully "Are you still hungry?" the Zen master asked "No, I can't eat anything now." "So what's the use of these fruits that you have been carrying back without being eaten?" the Zen master asked, pointing to the almost full bag of fruits left The traveler suddenly realized This is a Zen story with profound philosophy I think this philosophy also reminds the coating enterprises: at some times, especially when the coating industry is in the fierce competition environment, it is necessary to reasonably grasp the marketing scale and improve the management of the coating enterprises themselves It is the foundation for Tu enterprises to establish brand advantages and develop deep-seated customers in the market This is often called "brand loyalty" in marketing management, but the problem of "degree" involved in the "loyalty" often has not attracted enough attention The "degree" referred to here can be regarded as a "distance" between the brand and the consumer If Tu Qi does not grasp the degree, this is the situation described by the excessive effect The competition between Tu enterprises is the resistance as well as the way of power management to "love your enemy" Without McDonald's, KFC's hamburgers would not be so delicious; without Coca Cola, Pepsi would not be so strong Without lions, antelopes can never run fast! ——What really motivates people to succeed is not flowers, applause and praise, but the blow and setback that can kill people, the opponents who always want to beat you, and the peers who are covetous It is true that fierce competition among peers is sometimes a kind of resistance, but also a kind of motivation Nature's biological chain has brought this kind of competition to the extreme: on the ancient African prairie, a new round of sun is rising When the golden dawn shines on a lion, the lion wakes up, shakes its hair, looks at the sun and says to itself, "today I keep running, catch up with the slowest antelope, and eat him." At the same time, an antelope woke up and looked at the rising sun and said to itself, "today I keep running and become the fastest antelope Only in this way can I not fall behind and let the lion eat it." On the prairie, antelopes are running, lions are running No matter a person or an enterprise, there will be competition in the society If you want to succeed, you have to keep moving forward And the premise is "running fast", which depends on the accumulation of their own strength to build brand management Only by accumulating can we accumulate and develop in one move Paint enterprises have also reached the current stage of fierce competition Due to the increase of competitive products and high concentration of market competition, paint enterprises may have bottlenecks in development, or face out of shuffle Paint enterprises should stop at the right time to think about it, take a look, determine the position, find the gap, and make a breakthrough While improving the hardware equipment, they should actively fill the gap and improve the soft marketing strength, and coordinate the enterprise's self-development It is the way out for coating enterprises in the future to develop their own management ability, improve their core competitiveness and constantly establish their comprehensive competitive advantages Household marketing continues to "sell cute" online news marketing to help paint enterprises improve brand competitiveness similar information Does paint dealers force life to adhere to or leave? 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