Small and medium-sized paint enterprises "not big" to strengthen internal marketing into "nutrition"

China Coatings Network
News: Throughout the
Coatings
industry, the average life expectancy of small and medium-sized enterprises will not be too long, many people will be attributed to the lack of corporate brand influence. But in fact, due to the small and medium-sized
coating enterprises
of the industry background and institutional properties, in the development process has formed a variety of problems, but these problems have a certain common. Some industry professionals pointed out that the biggest problem in the growth of small and medium-sized paint enterprises is weak internal marketing management.
Overall, the concept of marketing has been gradually accepted by many small and medium-sized paint business operators, the traditional sales concept is being replaced by a new marketing concept, some small and medium-sized paint enterprises have learned to use advanced marketing methods to arm themselves.
However, many small and medium-sized paint enterprises market development efforts are not strong enough, information channels are not wide, the understanding of marketing is more one-sided, often marketing simple equivalent to the general marketing, which in the real marketing development process is specifically reflected in the marketing means backward.
small and medium-sized paint enterprises should learn to use the modern Internet, professional information institutions, relevant authorities and other channels to obtain the information we need, but rely on their own insignificant forces to the market to collect information.
due to excessive market competition, disorderly competition and other reasons, resulting in a lot of small and medium-sized paint enterprises operating conditions are still relatively difficult.
some small and medium-sized paint enterprises producing similar products, technology and quality at the same level, they in order to compete for limited markets, at all costs to compete for prices, to provoke a price war. The reason is the inevitable result of low-level repetitive production. In fact, to capture a limited market share by suppressing competitors through a simple price war is tantum to "cut the wrists of a strongman and bleed the game". The inevitable result of a simple price war is that all small and medium-sized paint enterprises are reluctant to invest human, material and financial resources for marketing innovation, they often think that the investment in marketing innovation can not see the actual effect, only see the investment of funds, so short as light enterprises how to develop?
small and medium-sized wood enterprises should have a long-term strategy, marketing should be paid attention to, in marketing innovation, rather than relying on price to obtain profits.
soak strategic planning clear development direction
in small and medium-sized paint enterprises, mentioned the development of enterprises, most of the small and medium-sized paint enterprises do not have a clear strategic direction, almost no enterprises to the market research, if asked "why not conduct market research", the reasons for the answer is more concentrated "How many years have we been in this industry, we have been very familiar with the industry, the industry and market research are in our minds", or "our business is small, the market space is large enough, even if it is almost a small market share, enough for us to develop more than a decade."
Sounds reasonable, but a closer look, an enterprise does not have a clear direction of development, and not to say is stuck in the "sitting business" ideology, from the point of view of the formation of internal synergies, we can not help but raise a lot of questions, no direction, how to determine and establish their core competitive advantage to ensure sustainable development? How do you determine a phased strategic goal? What is the main line of assessment for each department? How are the principles of intersegency coordination determined?
conclusion: In short, for the relatively weak small and medium-sized paint enterprises, should continue to improve the level of marketing, to create an innovative marketing model, so as to form a unique marketing advantage, seize the market development opportunities.