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Analysis of changes in the marketing mode of hardware valves

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Update:2013-05-02 0:00:00 Thursday
Summary:There have been some changes in the marketing model of hardware valves. This is a good thing for hardware valves and there are challenges and adaptations. The number of companies engaged in hardware valve processing is very large, which also shows th......
There have been some changes in the marketing model of hardware valves. This is a good thing for hardware valves and there are challenges and adaptations. The number of companies engaged in hardware valve processing is very large, which also shows that this market share is quite attractive. people.   The hardware pump valve industry is a huge industrial group that plays an important role in the construction of the national economy. According to incomplete statistics from the Pump and Valve Trading Network, there are no less than 200,000 pump and valve processing and manufacturing enterprises nationwide, and more than 1 million employees are engaged in pump and valve business activities. In line with the changes in the modern market, the pump and valve industry is also advancing with the times. As the coverage of the e-commerce market increases, the pump and valve industry is also trying to enter the e-commerce market, expand its market share, and keep up with the market and consumers Needs and shopping habits. my country's hardware valve casting industry has entered a period of rapid development. It has become the largest valve casting processing center in Asia and one of the largest valve casting markets in the world, especially after the rise of power station valves, chemical valves, valve building materials, and food valves. With its broad development prospects and attractive market profits, it has become a hot cake for many companies when investing. The hardware industry and ordinary consumer products have undergone great changes in their marketing patterns. Under normal circumstances, the marketing of forged steel ball valves is a typical bulk trade, and its sales characteristics and channel structure are also very different from ordinary consumer products. 1. Transaction object: mainly industry users. The marketing objects of the hardware industry are generally the buying behaviors of groups and institutions with obvious industry characteristics. Therefore, our marketing targets are not individual consumers faced by the fast-moving consumer goods industry, but productive investment that is characterized by industry users and invested in reproduction; 2. Product structure: technology is relatively specialized. The hardware industry is generally a specialized product of system integration. Whether it is construction machinery or central air conditioning, the level of product specialization is generally very high, and the technical and capital thresholds for product entry are very high; 3. Marketing mode: direct sales Mainly, channels are supplemented. Because the technical content of the product structure is relatively high, and most domestic distributors start by relying on market opportunities, their overall quality is relatively low, and it is impossible to completely rely on channels. It is mainly engaged in business, involving professional solutions and technical exchanges, and is basically based on manufacturers; and if manufacturers want to produce more stable, they must pay attention to direct sales. Well-known marketing expert Luo Baihui believes that the marketing model of the hardware industry should be led by end users, with project orders as the purpose, and manufacturers' guiding channels as the development direction. Fourth, differentiated marketing: service is the characteristic. Because it is a group purchase and the hardware industry technology is relatively mature, the modern hardware industry sales are more based on service as the core weapon, and differentiated services to create sustainable competitiveness. Our company has purchased technical equipment from Japan, China, and Germany. In terms of technical precision, there is still a certain gap between domestic equipment and Western countries. In fact, we feel that the larger gap is reflected in service and sustainable tracking. superior. In 2003, we purchased a set of roof package equipment from four countries in Japan. From the time we purchased the equipment, the Japanese company continued to provide us with the technical correction and technical improvement services of the equipment. Not only that, the Japanese company also launched a series of human nature化服務. V. Marketing method: Relationship marketing is sublimation. In the hardware industry marketing process, the phenomenon of product homogeneity is relatively common. Even if foreign products have certain technical and quality differences, they can basically meet the needs of users, not to mention that large customers generally do not particularly choose new technologies and products; Therefore, in marketing, product differentiation is not very obvious. The key is to get key people, do a good job in relationship marketing, build trust, and achieve sales behavior. Sixth, the price system: the macro environment has a large impact. The product structure of the hardware industry is greatly affected by the national and international macro environment. For example, the price of petroleum raw materials will inevitably affect the price of downstream chlor-alkali products. The price change of steel materials also directly affects the market price trend of machine tool products. Therefore, hardware Industry prices are very sensitive to the macro environment, and any turmoil in the macroeconomic environment will quickly respond to the price of the hardware industry. VII. Marketing communication: Pay attention to the reputation of the brand: Marketing communication in the hardware industry generally does not advertise like fast-moving consumer goods. This is only necessary to increase awareness, but if there is no reputation, it is relatively empty. There are three forms of advertising in the Y-filter industry. One is technical communication. Technical dissemination generally occurs through expert demonstration meetings, technical seminars, successful case sharing, customer meetings, exhibitions, etc., and then the technical documents are made into product promotional materials for professional dissemination. The second is media sexual communication. Media communication in the hardware industry generally chooses professional media, such as Steel Information, Chemical Times and so on. Industrial professional media is also the main platform for external exchanges of industrial products. Therefore, many professional media advertisements are very stable, and the relative competition is not very fierce. However, professional media advertisements cannot be as large as consumer products, and they are affected by the market. Also compare. The third is image communication. This kind of communication usually appears in the form of public relations and sponsorship. For hardware industry brands, corporate brands represent product images. Therefore, as market competition intensifies, many hardware industry companies will choose to adopt images when new products are launched. Sexual communication methods highlight the quality of the company's products. 8. Source of information: Mainly tender announcements. For the hardware industry, market information is channel information. Under normal circumstances, the hardware industry will have its own unique business system. For example, Jinmo.com is a platform for supply and demand of raw materials for hardware molds. Suppliers and purchasers will publish relevant information on this platform. Government procurement is generally operated acutely through government bidding platforms. Although this kind of information channel is often paid, in fact, the channel cost of the hardware industry is mainly reflected in the follow-up maintenance cost. The cost of the information channel is still relatively low, especially with the gradual establishment of China’s socialist market economy. The information channels of the industry will become more standardized. In the fiercely competitive market environment, in order to pursue the survival of the enterprise, pump valve processing and manufacturing enterprises are constantly changing their development thinking, conforming to the development of the market, and changing their marketing models. It is reported that many pump and valve manufacturing industries across the country have joined the e-commerce circle. However, relatively speaking, it is still difficult for companies to implement e-commerce plans completely independently, and there are still bottlenecks in terms of human resources, resources, and technology. Pump and valve companies can choose a method that suits them to connect to e-commerce companies according to their own corporate strengths. First of all, we can use the network marketing training of relevant companies to integrate various network marketing resources in combination with the characteristics of the pump and valve industry to better understand the development model of the pump and valve industry in the field of e-commerce.
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