Marketing: the bottleneck period of coating marketing, expert guidance over difficult problems

Core tip: as soon as the coating products enter the market, many coating enterprises have made a lot of exploration and practice to break through the barrier layer in the marketing, and achieved good results, effectively promoting the development of the coating market Brand building is the most effective way to break through the three barriers, and brand is the giant hand to support the growth of coating enterprises Because a good brand often represents good quality, excellent service and high acceptance There are also some certificates with high gold content, such as "national inspection free products", which break through the barrier of coatings 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: as soon as the coating products enter the market, many coating enterprises have made a lot of exploration and practice to break through the barrier layer in the marketing, and achieved good results, effectively promoting the development of the coating market Brand building is the most effective way to break through the three barriers, and brand is the giant hand to support the growth of coating enterprises Because a good brand often represents good quality, excellent service and high acceptance There are also some certificates with high gold content, such as "national inspection free products", which also have a good effect in breaking through the barrier of coatings "There's no such thing as a commodity," Ted Levitt said Customers don't buy anything, they buy solutions It refers to the service of the enterprise Service marketing has become an inevitable trend in the 21st century So what are coating companies selling now? Products or services? The success of an enterprise is first the success of products, and then the products and services to determine a solution that can provide dealers and consumers with high value-added The high value-added marketing mode provided to dealers and the value-added solutions experienced by consumers are the mainstream of marketing in the 21st century - service marketing The result is low-cost expansion The overall pattern of the coating industry is in a dynamic change, which is particularly obvious in the channel structure, the functional attributes of the products and the construction of the marketing system, which challenges the adaptability, operation and control ability of the coating enterprises to the market From the perspective of market form, the coating industry has gone through three market forms: (1) the manufacturer controls the market: (demand exceeds supply, indulgent multi-faceted competition) from the end of 1980s to the middle of 1990s, the coating industry was affected by various favorable factors such as reform and opening up, rapid economic growth, rising consumer demand, etc., new concept products are easy to be widely accepted, purchase desire is increased, and the market There are many gaps in the market, and the era of manufacturers controlling the market has emerged A large number of paint enterprises and distributors have been rapidly accumulating capital (2) From the end of 1990s to the 21st century, with the increasing number of enterprises and brands entering the market, the vicious competition of product homogenization and concept homogenization has emerged There is a phenomenon that enterprises are highly dependent on distributors The franchising degree of dealers is low, and even hundreds of brands are operated at the same time Enterprises cannot effectively guide and manage dealers We should try our best to satisfy all kinds of requirements of dealers, and expect products to become the main products pushed by dealers The sales volume of products is more than small, which is determined by the profit actually controlled by dealers The era of dealers controlling the market appeared Some coating enterprises focus on the core competitiveness in time and become leading brands in some fields Such as oily furniture paint, oily decoration paint, latex paint, industrial paint, paint for special fields, etc The industry is in the era of monopoly competition (3) Interactive market (integration of manufacturers, win-win cooperation 2) influenced by the rising price of international crude oil and various energy sources, the coating industry has entered a cold winter after years of indulgent development Integration of products, channels, human resources, market segmentation of enterprises and distributors, integration of manufacturers, and in-depth cooperation of channel members are inevitable Kotler pointed out that "manufacturers want channel cooperation, and the overall profit generated by this cooperation will be higher than the profit of each channel member who acts independently." The relationship between manufacturers and distribution retailers in channel members will be changed from loose and relative interests to close and integrated interests That is to say, only on this basis can we achieve a win-win situation for manufacturers The era of interactive market appeared The enterprise is responsible for product research and development, making strategies, planning tactics, training human resources, and training dealer personnel Dealers are responsible for regional brand operation, regional market design, service, logistics and distribution Now the coating industry is moving from the era of dealer control market to the era of interactive market The defects of Chinese local coating enterprises in marketing organization construction are relatively large, even if there are some, they are relatively extensive, which can not meet the needs of fierce competition in the coating market at all Therefore, we must combine our own resources and conditions to make appropriate changes Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,