How to choose the suitable strategic marketing mode for coating enterprises

At present, how do local coating enterprises break the current competition pattern and enter the high-speed development? How can regional coating enterprises break the deadlock and replicate the success of regional market more widely? Experience or learning, but can we find another way to find the most suitable marketing model?

The first-tier enterprises: brand driven enterprises of certain scale and strength in the coating industry have invested certain strength in brand construction, and indeed won certain popularity and reputation. However, most enterprises do not have a detailed planning when they make a brand, and the direction is vague, or they have a framework, but they are hesitant to promote it. Considering the issue of input-output, it is not clear when the resources invested in brand promotion can be collected and what proportion can be used to create returns online coating.com. In fact, most enterprises have narrowed down the content of brand construction. Now these first-line and second-line brands need to clarify the concept, establish a "brand driven" strategic marketing mode, and more importantly, some enterprises dare to undertake the establishment of high-end brands, or form an overall brand image covering high, middle and low-end brands.

Second tier enterprises basically have a few relatively satisfied star products, which are not only the main source for enterprises to create sales and profits, but also an important means for enterprises to expand brand influence. However, the regional ratio of coating market is strong. If the star products are too thin, they are easy to be defeated, and a single star product is difficult to If the market scale is large enough, there will be great limitations for the development of enterprises. The second-line coating enterprises need to expand the number and types of star products. After evaluating the current business situation of the enterprises, they can establish the category driven strategic marketing route, and ensure the success of the category driven strategic marketing mode with channel driven and public relations driven. If we can have three or more star products to continuously contribute sales and profits to the enterprise, then the enterprise can further grow and become stronger, and then have the capital to increase the investment in R & D and marketing.

The third and fourth tier enterprises: category driven and culture driven combination We should concentrate our efforts on the regional market. However, few enterprises are willing to settle in a corner for a long time, and these three or four line coating enterprises are not willing to be lonely, especially at present, they are also facing strong competition from the first or second-line enterprises, and the survival interests of the regional market are also being oppressed. In the face of this situation, it is necessary for the third and fourth tier enterprises to rethink and upgrade their original marketing methods.

There are three ways: first, to strengthen the implementation of the strategic marketing model driven by public relations, to do enough work in local engineering projects and infrastructure construction, and with the implementation of this route, enterprises naturally need to have new performance in product technology content improvement, brand image upgrading, service level improvement, etc.; second, to focus on product category driving At present, it is the weakness of the third and fourth tier enterprises to cultivate star products in quantity. In the long run, the lack of star products is equivalent to the lack of handy sharp weapons. Third, the introduction of culture driven strategic marketing elements, which only rely on the shaping of paint culture, has a high cost and will not achieve quick results. However, in the whole strategic marketing system, cultural driving elements are integrated It will be very beneficial to the development of marketing activities. Strategic marketing is a new stage in the development of marketing thought. It recognizes the limitation of product oriented and consumer oriented marketing concepts. Modern enterprises pay more and more attention to establishing long-term mutually beneficial and win-win relationship with customers. At the same time, the market competition brought about by economic globalization is increasingly fierce, and marketing managers have been unable to simply focus on daily operation as before, It is necessary to use the thinking and tools of strategic marketing management to arrange and direct marketing activities, so as to achieve the marketing objectives. Today, strategic marketing is entering the mainstream paradigm of marketing management because of its "strategic" characteristics, so it is necessary for marketing executives to attach importance to it.