The management concept of coating enterprises needs to innovate and innovate thinking is the key.

China Paint Network
News: It is not difficult to see that the
coating enterprises
business concept is constantly changing, from the initial production-centric, to product-centric, to later marketing-centric, and then marketing-centric. This truly reflects the importance that enterprises attach to marketing, and at present,
coatings
business concept of enterprises also has a significant impact on enterprise development.
compared with foreign advanced
paint brands
, there is still a considerable gap in the economic strength, product quality, scientific research level, management basis, marketing means and so on. At the same time, the current local paint enterprises in the brand strategy there is short-sighted behavior, product strategy is limited to product sales links. This situation has led to a small number of local paint companies can call a few brands, and in foreign high-quality markets also can hardly see the domestic paint brand seats.
Indeed, due to the small size of most domestic paint enterprises, local paint brands are unable to carry out large-scale advertising, brand awareness is difficult to improve, some agents profit is the short-term business concept of the map also caused damage to enterprises. In addition, the shortage of high-quality products, low-quality products oversupply of the status quo for local paint enterprises are extremely unfavorable.
After a large number of consumer demand research and user feedback collection, to "the heart of artisans" from a consumer group of "pain point" to solve the problem, breaking the paint industry business concept homogenization is the focus of the development of the paint industry. Therefore, coating enterprises need to seize the Internet era of consumer demand personalized, differentiated trend, to launch a future-oriented, user-oriented product and solution innovation.
coating enterprises must cultivate the sense of crisis and establish a series of brand crisis response measures when they carry out brand building and publicity. First of all, paint enterprises need to develop a set of sound development strategy, from the overall perspective of enterprises, to long-term development as the goal, in order to determine the direction of the development of coating enterprises, resource allocation. Secondly, paint enterprises need to establish full public relations and full marketing concept and competitive awareness, improve employees' understanding and understanding of the brand crisis, produce a certain psychological prevention ability, not in the outbreak of the crisis appears to be at a loss. Third, paint enterprises need to increase the efforts to fight fraud, do not let their own brand become someone else to make fake "umbrella", fake and inferior products "crossing" not only is not conducive to the sale of their own products, but also the influence of the brand caused irreparable harm. Finally, paint enterprises should also do the right brand extension, when the use of successful brands to promote new products, paint enterprises must pay attention to the rationality and unity of brand extension, products and brands should be appropriately separated.
in the "positioning" era, paint brands can operate "concepts", that is, "characteristics" in products, which depends on a single advertising environment and immature technical conditions. Today's products can decay quickly, iterations greatly accelerated, competitors imitate, characteristics do not "special" will become a trend. What is really worthy of careful management is a more based "concept" like "innovation", "fever" and "ingenuity". Business philosophy can keep the brand young, but also can make advertising pay to spread the continuity.