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    Home > Coatings News > Paints and Coatings Market > Marketing: the market orientation of small and medium-sized coating enterprises should be "to do what they say"

    Marketing: the market orientation of small and medium-sized coating enterprises should be "to do what they say"

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: market positioning refers to the marketing design for the psychology of potential customers, the creation of products, brands or a certain image or personality characteristics of the enterprise in the eyes of the target customers, and the retention of deep impression and unique position, so as to achieve competitive advantage In short, it is to establish a unique image in the mind of customers Many small and medium-sized coating enterprises have made the slogan of "our product positioning in the middle and high-end market", but has this so-called "middle and high-end" coating product been recognized by consumers? On the one hand, the small and medium-sized coating enterprises are repeatedly strong 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 Paint Home News: market positioning refers to the marketing design of enterprises for the psychology of potential customers, the creation of products, brands or enterprises in the minds of the target customers of a certain image or a certain personality, retaining a deep impression and a unique position, so as to achieve competitive advantage In short, it is to establish a unique image in the mind of customers Many small and medium-sized coating enterprises have made the slogan of "our product positioning in the middle and high-end market", but has this so-called "middle and high-end" coating product been recognized by consumers? On the one hand is the "middle and high end" that small and medium-sized coating enterprises repeatedly emphasize and strongly advocate, on the other hand is the cold look that consumers despise This kind of phenomenon is difficult to face the horse mouth Is it the wrong positioning of small and medium-sized coating enterprises, or is it that consumers have eyes that don't understand Taishan? In fact, it is not, the practice of small and medium-sized coating enterprises can not talk about the market positioning of products Some small and medium-sized coating enterprises think that the quality and appearance of their products are the same as those of medium and high-end products in the market If others can sell that price, why can't I sell that price? This is the so-called "market positioning" of enterprises; some small and medium-sized coating enterprises imitate the practices of large enterprises, such as making a "famous trademark", "famous trademark", "top ten industry" and other signboards, and then invite a star to act as the spokesperson, and print a beautiful brochure, which is called "medium and high end"; more small and medium-sized coating enterprises are inviting investment and establishing some scattered networks, This is known as "the best-selling products in the country", which is also known as "medium and high-end" capital However, after the products of these small and medium-sized coating enterprises enter the market, they use all kinds of means to blow their products to the top of their minds, and the consumers will stay away from them even if they haven't heard of it, let alone recognize the value of "medium and high-end" products This kind of contradiction between enterprise orientation and consumer identity directly leads to the difficult sales of coating products Whose fault is it? There is no doubt that it is the enterprise's fault! What's wrong with the company? Most of the market positioning of small and medium-sized coating enterprises is regarded as a statement, while the objective requirement of market positioning is a pragmatic approach Let consumers know the reasons why the enterprises say If the enterprises only say but fail to do specific work, it is not called market positioning Since market positioning is not a statement but a practice, how should small and medium-sized coating enterprises do this? In short, as mentioned above, enterprises should let consumers "hear what they say and see when they need it" Nowadays, the competition in the coating industry is becoming more and more fierce Small and medium-sized coating enterprises have no advantage in positioning If you want to sell the product at a higher price without spending money, this is an impossible fantasy In order to tell consumers the positioning, in addition to the characteristics of the products themselves, small and medium-sized coating enterprises can not ignore the need to carry out advertising, and open decent stores in appropriate places, which means that enterprises should pay the corresponding price for their "middle and high-end" positioning How much is the cost? Here we can pay attention to it For example, if the advertisement is well done or not well done, it means that the cost is big or small Some people advocate "advertising without spending money" They think that small and medium-sized coating enterprises can use their own websites, DM and so on to advertise Can they make advertisements known to consumers without spending money? This makes small and medium-sized enterprises sound excited Believe it or not, it's hard to say whether a company's website is like a grain of sand on the Internet How many consumers can find it? Do you have to pay for DM printing? Will the printing cost be cheaper than the advertisement of hundreds of thousands of newspaper? When it comes to supporting the "middle and high-end" positioning of small and medium-sized coating enterprises with advertisements, many enterprises seem to be at a loss Its root lies in the lack of understanding of advertisements, the lack of scientific planning of channel layout, and the lack of understanding of consumer psychology of many small and medium-sized coating enterprises, which makes them in an awkward position in the market competition First of all, small and medium-sized coating enterprises are afraid of burning too much money in advertisements, and they have no confidence in the effect of advertisements They are afraid that they will lose the advertisement fee and dare not do it; Secondly, the unreasonable channel layout and the loose advertising coverage of outlets lead to the increase of advertising cost, which objectively causes the difficulty of advertising promotion, as well as the low quality of dealers and franchisees from the development of channels, which makes it difficult to cooperate with manufacturers; Finally, small and medium-sized coating enterprises have long been focusing on production, regardless of terminal sales, and lack of research on the psychology of consumers, so it is difficult to imagine the process of docking with consumers, and do not know the importance of consumer awareness in marketing, which are the key to positioning failure In fact, only by winning the recognition of consumers and making the consumer groups designated by small and medium-sized coating enterprises happy to accept your products, can such positioning be successful The positioning of "medium and high end" depends on the coordinated promotion of enterprise image, product quality, product appearance, product price, store image, brand advertisement and enterprise team, so as to support the "medium and high end" of coating industry ”This gold signboard Hard advertising is like the rough room coating Legion's network marketing war In the past 10 years, the marketing director has made 100 sentences of marketing "big truth" The same kind of information is available to the coating enterprises The model of Sam's club store is worthy of reference The coating after-sales service is extreme The consumers or "buy" the products with deep feelings How can the small and medium-sized coating enterprises make use of the Spring Festival holiday consumption? O2o or coating e-commerce is another pit The coatings industry integrates into the development of the Internet to promote the prosperity of the industry The coatings marketing: not all coating products are suitable for holiday marketing The experiential marketing mode ------ you price it The micro marketing opens the era of precision marketing The coatings enterprise culture focuses on the idea The eight strategies of the coatings enterprise network marketing are focusing on coatings, diatom mud, paint coatings, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,
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