Marketing: paint marketing: paint investment promotion, the key is to do well in "investment promotion 4P + m"

Core tip: investment promotion is a concept with Chinese characteristics How to define and apply the concept of enterprise product investment promotion to guide enterprises to attract investment correctly? How many links is investment attraction divided into? How to build investment attraction? In this paper, the concept of investment promotion is scientifically defined by dissecting the four major symptoms of investment promotion at present, and the limitations of investment promotion mode are pointed out It makes a useful exploration on the actual operation of investment promotion in the era of post investment promotion, which may bring you some enlightenment The end of the era of investment promotion and communication mode From recruit 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 news: investment promotion is a concept with Chinese characteristics How to define and apply the concept of enterprise product investment promotion to guide enterprises to attract investment correctly? How many links is investment attraction divided into? How to build investment attraction? In this paper, the concept of investment promotion is scientifically defined by dissecting the four major symptoms of investment promotion at present, and the limitations of investment promotion mode are pointed out It makes a useful exploration on the actual operation of investment promotion in the era of post investment promotion, which may bring you some enlightenment The end of the era of investment promotion communication mode can be roughly divided into the following three stages from the process of the emergence of investment promotion communication techniques in China: the era of eyeball - to catch the eyeball products can win the use of television advertising, newspaper advertising to publish investment information With the homogenization of products, nonstandard market order, and distorted information, people have doubts about the advertising channels, and it is difficult to find powerful distributors Exciting times - let dealers rest assured that the main use of press conferences, exhibitions, trade fairs, local festivals and other activities to attract merchants to attend and negotiate For example, paint investment promotion association belongs to this type; regional economic development, government and enterprises with characteristic resources often use festivals to attract merchants, which is often called "cultural platform, economic performance" In order to solve the problem of information dissemination, we have developed advertising + conference, which enables you to face-to-face exchange, learn from experience, talk about the market and see products Excited at the meeting, I dare not move after the meeting In the era of action - let dealers experience that in order to solve the trust crisis, manufacturers start to innovate, powerful manufacturers start to extend forward, and launch a new "let dealers pay" method Manufacturers themselves make a model market and clone it in the national market His defect is that China's market is large, regional development is unbalanced, cultural differences are large, and it is difficult to copy the model market plan Investment promotion has made some achievements from the initial small posters, DM, later television, newspaper advertisements, exhibitions, trade fairs and conference integrated investment promotion communication, to the emergence of "investment promotion mode", but the above means only focus on innovation in investment promotion communication With the change of market environment, the mode of investment promotion and communication has gradually exposed its limitations, because: product homogeneity is becoming more and more serious After 20 years of rapid development, the industrial structure of the coating industry is relatively stable, and the products are very rich At the same time, the product imitation speed is accelerated, the degree of product differentiation is relatively low, and the low-level repetition is quite serious, and the innovation of investment promotion mode has been powerless ·Channels and their channel members are becoming more and more mature in many industries, with high brand concentration, and most of the market is controlled by several famous brands They have formed a perfect channel network, which sets a higher entry barrier for latecomers to enter the market At the same time, when you go to a city, you will find that most of the channels in an industry are controlled by several large distributors With the change of channel members' form, channel leaders gradually give way to the terminal It is really unknown who will recruit Some people may notice that the mainstream of dealers is quietly changing In the paint industry, a group of high education, good at investment, understand the market will operate the new rich has become the mainstream The change of customer form makes the manufacturer have to think deeply ·Due to the guidance of professional consulting services, the homogenization of investment promotion communication once appeared the same way I'll do the same for your advertisement, and I'll do the same for your meeting The annual exhibition has become a "business attraction war" Enterprises call it difficult to attract investment, dealers say it's difficult to find products; on the one hand, it's a hot investment fair, on the other hand, it's a rare order; it's an embarrassing situation to attract investment Enterprises are eagerly looking forward to the emergence of "new recruitment" People of insight will consult and invite investment, and the mainstream media will interpret the special issue What is the crux of attracting investment? At present, there are four main symptoms of Chinese enterprises' product investment: the concept of "investment myopia", the strategy of "investment blindness", the spread of "investment dogma", and finally a "investment sequelae" At present, the overall performance of the investment promotion industry is "investment promotion fever" 1 The misunderstanding of the concept of investment promotion - the concept grafting is not suitable, so the "investment attraction myopia" coating investment promotion and coating marketing belong to the category of economic activities In essence, both of them are based on exchange; in terms of connotation, the scope of investment promotion concept is wider than that of marketing; in terms of concept generation, investment promotion comes from China and marketing comes from the West But I don't know when the paint investment promotion is used for reference to the marketing channels The big concept is set on the small concept, and the investment promotion concept is embedded in the western marketing theoretical system to narrow the connotation of the investment promotion concept In addition, there is no professional theory to guide the investment promotion, so the investment promotion falls into a very chaotic state: in the process of application, the systematic nature of the investment promotion concept is arbitrarily separated, the investment promotion strategy is ignored, and the investment promotion communication is regarded as The magic weapon of successful product investment promotion and various investment promotion modes promote the theory of "winning by product investment promotion" In a broad sense, paint investment promotion is the process of integrating various economic resources to make plans and using media, meetings, news and other means to attract investors, developers and suppliers for combination or exchange in accordance with certain policies It includes the process of making investment strategy by integrating resources in the early stage of investment promotion, medium-term investment promotion communication, and implementation of investment promotion strategy in the later stage In a narrow sense, the application of the concept of investment promotion in marketing channels refers to the process of recruiting channel members People who are bosses know that the first thing companies face is financing First of all, we should do a good job in financing plan or project feasibility study report, "business plan", make our own financing policy and cooperation policy, select the target investors, and deliver the letter of intent for investment; if both parties have the intention, we can meet, negotiate, sign a contract, and then carry out project operation The same is true for the investment promotion of enterprise products It is difficult to impress investors without a successful investment promotion plan The main body of investment attraction is enterprises, not products You are selling the merchant a marketing plan If we simply regard it as product investment, we often neglect to integrate other resources 2 The misunderstanding of investment promotion strategy - the war does not talk about strategy, and has committed "investment promotion blindness" · the channel strategy of coating products is not clear - who to look for: there are many strategies for channel construction: borrow, change and build the network Do not understand their own channel strategy is to find new customers to build a network? Or transform the original network members? Borrow another network? Don't know where and who your customers are? What are they doing? No matter what it was, we had a meeting and made an advertisement to attract investment, but at the end of the day, we didn't get anything This is the biggest mistake of attracting investment at present Only when we understand the direction of channel strategy can we make correct and efficient investment strategy Paint market in mature stage: there are many big brands and stable channel members, so it is difficult to attract investment by meeting; it is estimated that specific targets should be considered to use the "one-to-one" negotiation of sales representatives Immature paint Market: few mature brands, unstable channel members, relatively easy meetings and newspapers ·There is no standard for Investment Promotion - it is not clear what type to look for, that is, the conditions for being a member of the marketing channel are not clear If we transform other product channels, what resources they must have and what resources we need to equip to complete the sales task; if we borrow the Internet, what they must have and what the company is equipped with ·Investment promotion has no purpose It is to collect funds first, build channels later, or build channels first and then collect funds later Where to recruit first and then to find? Blind selection of investment promotion products can't shoulder the responsibility of establishing channels 3 Misunderstanding of investment promotion - Investment Promotion (promotion) model, which has committed "investment promotion dogma" · investment promotion is investment promotion model ·There is no claim for the appeal of investment promotion advertisement ·The investment promotion advertisement is written as product advertisement; · the investment promotion communication is unidirectional and does not form a "dealer database", so the investment promotion cost is high 4 Misunderstanding of investment management - low transaction rate of investment, leaving "investment attraction sequelae" Investment attraction management is not in place, which leads to investment attraction not landing, market not landing, dealers are called "no call", a bitter water, and a investment attraction sequelae At present, the domestic small and medium-sized coating enterprises have not paid enough attention to the investment management, and the practical tools are even blank Through 500 case studies of nearly 100 enterprises, we found that more than 80% of them did not systematically formulate investment promotion strategies before investment promotion; 60% of them made strategic mistakes in investment promotion communication, and nearly 90% of them did not conduct effective investment promotion training, including conference management, telemarketing, investment negotiation, contract signing, customer management, etc As a result of the above reasons, the investment promotion advertisements have been released, the consultation telephone rings constantly, the order rate is not high, the volume of transactions is very small, and the successful market launch is very few This is the basic reason that you usually see that "the thunder and rain of investment promotion advertisements are small" In reviewing the advantages and disadvantages of the current investment promotion operation, we find that from the perspective of enterprise value chain, the previous investment promotion operation almost looked forward: providing market support, strengthening market protection, etc., leading to the investment promotion commitment war The market pressure urges us to look back During this period, we have created two theoretical frameworks of "investment promotion 4P + m" and "unique investment promotion proposition" through our practical and profound summary, and thoroughly solved the situation that enterprises have no rules to follow in the investment promotion process For the first time, we have provided a set of effective practical tools for the investment promotion operation of small and medium-sized enterprises in an all-round and systematic way, leading enterprises into the "post investment promotion era" Looking back, enterprises should pay attention to investment strategy and strengthen investment management Why 4P + m? The essence of investment promotion is to sell a business opportunity or business plan Tell him what value it brings (investment plan)? How much value does it bring (Investment Promotion Policy) and through what promotion channels (investment promotion channels)? How to tell him? How to effectively implement value exchange (Investment Management)? Investment promotion 4P mainly refers to the investment promotion strategy; m mainly refers to the implementation of the investment promotion strategy, and only unifying the 5 items is a complete investment promotion plan Investment promotion 4P + m includes investment plan / policy / place / promotion / MNA