Paint enterprises inside and outside the repair marketing for value creation guidance direction.

China Coatings Network
News: Throughout China's
picturing enterprises
past marketing model, its positive role seems to have been exaggerated for a time, the long-term will lead to enterprises pay too much attention to the role of marketing, while ignoring the importance of internal construction. Many people believe that if there is no market, then the internal construction of enterprises is only a waste of resources, but in fact, if
coatings
enterprises do not strengthen the construction of internal capacity, can not lay the value creation capacity, then the consequences are: both inside and outside become a cost-generating link, huge assets eventually reduced to a negative asset.
currently mentioned marketing, enterprises are no more than three.
is customer-centric marketing. This is the most typical way of marketing, it is also the basis of all marketing methods. Its key is to study customer demand, tap customer value, and provide customers with appropriate value on the basis of meeting customer needs. In layman's terms, it's about not only making customers "full" but also "eating well".
, of course, this is the way industry leader is marketed. Industry leader Ao Qunxiong, only in this way to find the right direction of marketing.
is product-centric marketing. This kind of marketing has a potential premise, that is, in the premise of clear customer needs and their value, concentrate on the product, the product to the extreme, so that customers love to let go, let competitors fear. The coating enterprises that adhere to this marketing method belong to the market followers in essence. Discovering customer needs and value is an industry leader's business, and its job is to do better than the industry leader in some way. To the extreme, this coating company has the potential to be a challenger.
, compared with multinational companies, almost all Chinese paint companies are going down this road. There are two ways to go this way: one is imitation or constructive imitation, but imitation is imitation, and then constructive, can not achieve transcendence; The most striking difference between the two is that the former aims at imitation or even disarray, while the latter aims at transcendence.
is competition-centric marketing. This is the most seemingly the most "desktop" marketing methods, but in marketing practice, it is the most efficient choice. Whether it's strategy or policy, it's nowhere to go. It is generally the choice of small and medium-sized coating enterprises and small micro-paint enterprises.
fact, although it is the basis of understanding, but the above is general. After deciding on the basic marketing methods of this coating enterprise, all coating enterprises need to take into account other marketing methods.
product is the carrier of value. The differences or differences between all coating companies can be found in the product. Differences or differences in products are ultimately reflected in the target population. You can think of this as the result of the coatings company's active segment, or you can think of it as the result of the customer's choice of products.
in the integrated home market, in the paint market, online stores, not so much paint companies in marketing, but rather customers in the choice. The most convincing, on the surface is the brand, is the price, is the display, in fact, in the final analysis is the product.
in the paint commodity marketing, paint enterprises must adhere to value creation. This is the reason for the survival of paint companies. Second, value must be materialized in products or services. Finally, the value must be converted into currency in bulk. Therefore, value creation has nothing to do with what kind of marketing methods coating enterprises adopt. Or to put it another way, no matter what marketing methods coating companies take, paint companies must create value.
has had some involvement in the stock market recently. Some professionals advocate "value investment", that is, the choice of promising, potential, strong paint company stocks long-term holdings. There is no doubt that this is the right investment philosophy. But there is also a premise that must be in the case of "copy bottom" to hold shares. Many listed companies are overvalued, wouldn't you want to lose money or be locked up if you hold such stocks for a long time?
is also the current status of China's paint enterprises. Can produce valuable products, but the cumulative value of paint enterprises is not much. The effective assets of a coatings company must be the value that can "produce or create value". The role of marketing is to create value for the assets of paint enterprises to guide the direction. It can't create value by itself, but it can guide value creation and provide creativity.